Essay on Marketing Audit of Coca Cola

Running head: ESSAY ON MARKETING AUDIT OF COCA COLA
The particular concept under the marketing management known as the product concept
has been used to attain the maximum customer satisfaction level. The product concept deals with
the principles of assumption that the product with superior quality, high performance, ease of
availability and high prices does not always influences the purchase decision of the buyers. The
product that has high market availability is generally not so intense in demand (Sidorchuk 2015).
This is because, the coca cola focuses on the customer satisfaction levels. The customers are
satisfied with the brand due to few reasons such as it has always valued customers in its long
years of operations. Since it has started its journey, the company has always kept the price of its
products relatively higher than existing customers in the market. The company undergo several
studies on the strategy making to develop its functions but has never shed down the pricing
strategies (Homburg, Jozić and Kuehnl 2017). The promotional activities regarding the company
product are first to under the consumer buying behaviour and after that it aims at increasing
sales. The company has always thought of serving customers with extraordinary services. It
provides high quality product in terms taste, colour and flavour.
The product under this particular marketing management concept supports the view that
the reason it has the high brand identity, it has differentiated in the pricing strategies (Villeneuve
and Pasquier 2017). The company has set out the highest price in the market despite knowing
that other companies dealing in the same field of industry has lower price segments. The
company is very sure about its product offerings and quality. And under the product concept, the
company has induced higher pricing strategies for its product because it is pretty confirmed that
consumers after tasting coke would never go for any other drinks from other company
(Homburg, Schwemmle and Kuehnl 2015). With respect to the product concept from marketing
management, the company research that as per the modernity of world, majority of people are

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switching to healthy lifestyles and changing their habits of eating unhealthy and junk to having
something of substance. This change in customer buying perception was forecasted by the
company during its market research. The change in the external environment has insisted the
company to extend the product lines. As the situation suggests to create some heathy options for
the customers and to come out with options and alternative in category of beverages which has
less carbon intake. The drinks that are healthy to customers and those which provides instant
energy. The company with relatively high research on these aspects for years long came out with
the solution of diet cokes and coke zero (Sidorchuk 2015). These new products are have few
targeted customers who are into fitness and are health conscious. For this, the company has to
redefine the segmented areas where the product has high demands. The new launched category
of diet cokes are relatively high in price as it involves high manufacturing costs. The demand is
less as compared to the regular carbonated cold drinks because the category best suits to the
fitness freak people. It is difficult for common people to however afford these new launched
drinks (Sidorchuk 2015). With the advent of the changing customer needs, the company
introduced innovations and with the extended product lines, the company has to find out new
segmented market. Successfully, the company has got niche market for it differentiated products
in the category of beverages.
Coca cola has set of strong customer base who are brand loyal for its products.
Regardless of the fact the company charges high prices for its products, customers prefer it over
other brands (Villeneuve and Pasquier 2017). The new diet cokes introduced has higher price
than the regular cold drinks and are easily available in the departmental stores. The company has
put the extra effort in products to deliver the ultimate satisfaction and in order to meet their
requirements. The product concept followed by the coca cola company encourages it to