Evaluation of Coca-Cola’s Marketing Mix

Running head: MARKETING
MARKETING
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1MARKETING
Executive Summary
Coca-Cola is the primary contributor of soft drinks in the world. In 2018, it attained the No. 1
position by successfully selling soda with regular Coke, but its Diet Coke brand has surpassed
Pepsi for second billing. Within the soft beverage grouping, the Coca-Cola Company comprises
of a wide range of brand variants which includes Dr Pepper and Sprite. It has been noted that the
company strategically produces fruit juices as well as sports drinks. However importance on the
soft drink business, though, has attainably contributed to Coca-Cola's capacity to differentiate
itself as a quality soft beverage supplier. The report has conducted a marketing mix on Coca-
Cola’s business strategies to enable the firm in understanding the dynamics and tactics involved
between the four core elements namely product, place, price and promotion.

2MARKETING
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Evaluation of Coca-Cola’s Marketing Mix.................................................................................3
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

3MARKETING
Introduction
Coca Cola has been identified as the leading non-alcoholic beverage in the world. The
company has been significantly attaining considerable level of prominence over the past century
and has thus become an icon of the Western world (Coca-Cola.com.au, 2019). Reports of De
Mooij (2018) have revealed that foremost purpose of the Coca-Cola Company has relied on
accomplishing consumer’s individualistic demands, requirement and wants further signifying the
characterization of consumer products. The category of consumer product which the company
has been creating is convenience product. Sharp (2016) has revealed that convenience products
typically necessitates require an extensive delivery in order to sell adequate quantities to reach
profit goals. Additionally, the Coca-Cola Company often pays a specific amount to its retail
stores in order to resell their products. The purpose of the following report is to evaluate its
marketing strategies and the way it has been increasing its growth to acquire competitive gains in
the Food and Beverages (F&B) sector of Australia.
Discussion
Evaluation of Coca-Cola’s Marketing Mix
The Coca-Cola Company has been considerably an outsized product unite which
constitutes of approximately 410 brands that incorporates a wide range of diet and light
beverages, waters, fruit beverages in addition to juices and other non alcoholic beverages such as
teas, coffees along with energy as well as sports drinks. Studies of Holt (2016) have revealed that
Coca-Cola’s wide ranging products has facilitated the company to increase threat across several
product lines rather than relying only a single product and to enable in generating sales and
increase profits within its organization. For example, the availability of Diet Coke containing
around twelve-ounce or even six-ounce cans in addition to different types of plastic packaging