Marketing Management : Assignment Sample
Added on 2021-04-17
11 Pages2184 Words76 Views
Running head: MANAGEMENTMarketing ManagementName of the Student:Name of the University:Author’s Note:
2MANAGEMENTExecutive SummaryThis current report deals with the marketing in the context of Deep River Rock bottled water.This drinking water is a popular brand of Coca-Cola Bottling Company. This brand is introducedin Ireland and the main target market is 18-35 years of age group people. It has been found thatthe sale of this bottled water has been increasing rapidly in Ireland however; still, Coca-ColaBottling Company is facing huge competition. They need to increase their customer engagementand to develop some strategies to enhance their sale. Innovation in product promotion anddevelopment will be the beneficial strategies for this organization. On the other hand, marketsegmentation and position analysis strategies will be also effective for this organization toenhance their market share and customer engagement.
3MANAGEMENTTable of ContentsIntroduction......................................................................................................................................4Analysis of the product category in the context of Deep River Rock.............................................4Analysis of the sectors in the context of DRR.................................................................................5Strategies to increase the market share and maintain the profit in the context of Coca-Cola.........6Conclusion.......................................................................................................................................9References......................................................................................................................................10
4MANAGEMENTIntroductionMarketing management is a process to develop specific strategies and planning to marketa specific product or service (Homburg, Jozić & Kuehnl, 2017). In order to promote a product, itis crucial to concrete a plan as it allows an organization to introduce the product to the targetaudience. An organization needs to develop the marketing strategy of a product based on itscategory. This study deals with the product category and the strategies in the context of Coca-Cola Bottling. Deep River Rocks or DRR is the brand of Coca-Cola Bottling. Hence, to enhancethe marketing for this particular brand by Coca-Cola will be discussed in this study.Analysis of the product category in the context of Deep River RockDeep River Rock or DRR is a bottled water product, which is produced by the Coca-ColaBottling company. This brand is not a global brand as it is developed by the Coca-Cola-BottlersIreland or CCBI. This product is popular in Ireland. In the recent years, the growth of DRR issignificant as it is considered as the high quality bottled water in Ireland (Ie.coca-colahellenic.com, 2018). However, Coca-Cola wants to increase the package size of DRR toenhance its sale. At present, the package of DRR ranges from 330 ml to 2 liters. This is a sugar-free product with no calories. This healthy drink is very popular in Ireland. Its increasing rangeof pack size is influencing the customers as they are able to aid a greater hydration. In the recentyears, Coca-Cola Bottlers has infused the minerals and the herbal extracts in order to improve thecategory of DRR.Consumers can easily define DRR as it is a healthy drinking water and categorized underFMCG product. DRR is categorized under the food and beverage industry. Coca-Cola Bottler is
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