Capturing the Maltese Market: A Challenge for Coca-Cola


Added on  2019-09-16

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MARKETING STRATEGY AND PLAN1IntroductionDiet coke is being considered as a soft drink which is sugar-free, and it is provided by the Coca-Cola Company. It is a type of coke which helps in maintaining the health of people depending ontheir taste and preferences. The demand for drinking products in the Irish market is very huge. Maximum people relies on the drinking products such as tea, milk, and soft-drink (Friedman, 2016). All these drinks give the feeling of comfort to them. The below given answers provide us knowledge of marketing campaign and initiatives of the Coca-Cola towards the soft-drink marketof the Irish. It is being considered as the top soft-drink company of the Irish which offers different types of products to its consumers.Answer 1Ireland is considered as one of the biggest per capita consumers of tea across the world. It is significantly similar to the culture of UK. The culture of Irish team is a combination of different elements such as citizens of Ireland usually, prefer tea with sugar or milk and is little stronger or spicier than the traditional English Blend (Islam, 2013). There are various reasons for the culturalstrength of tea in the Irish market, some of them are given below:Tea is considered as a household task for Irish people. It is the first priority of Irish citizens.Tea is considered as a ground in order to welcome people. Offering a cup of tea is considered the backbone of the Irish hospitality.As per the culture of Irish, tea is considered as the main source of their comfort which gives the feeling of relaxation and comfort to them. It is considered the symbol of their hospitality services.
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MARKETING STRATEGY AND PLAN2All these reasons make tea very popular among the Irish people. Having a cup of tea gives large satisfaction to the Irish people (Solomon, 2014). Thus, it can be said that there is a strong relationship between the demand for the tea and satisfaction level of people.The culture of every country is different from others. Diet cock achieved high growth in the market of the Ireland. It places itself in the eyes of customers. It satisfies the different levels of cultural meaning which are given below:National cultural level: It is a type of culture that deals with the awareness of cultural patterns and dynamics by nationality. As per the given case, it can be said that the diet coke placed itself in national cultural level in an efficient manner. This will give the opportunity to the organization to continue to enhance its sale by providing large satisfaction to customers of the nation. With the diet coke, the organization is able to build international outsourcing relationships which will be helpful in capturing the other potential market of the different countries.It mainly attracts the market share of the different products that are outside the traditionalfuzzy soft drinks market. This will be helpful in placing a significant position and minimize the market share of tea. In Ireland, tea is considered to be the most desirable social drinks, and it is necessary for the Coke diet to create a better plan with better quality. The management of the Coca-Cola faced various problems in marketing of the diet coke. It is because the Irish culture demands tea rather than any other soft drink or diet drink because it gives them a feeling of comfort and they gets attracted towards tea. The major problem faced by Coca-Cola is sexuality. It means that the Coca-Cola does not include women in the advertisement of Diet coke. This influences the population in a large context. Due to this, women
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MARKETING STRATEGY AND PLAN3are not attracted towards the diet coke, and they do not like to use it. On the other hand, creating demand for soft drinks is being considered very difficult for the organization. But, in the USA, the sale of the diet coke is much higher than the sale in Ireland which further brings a challenge in front of the organization to establish diet coke in the Irish market. The Usage of porter five forces model or the PESTEL analysis will help the organization to analyze its internal or externalfactors in an efficient manner. This will help the organization in creating market demands for its product. With the help of Porter analysis, the organization can significantly measure the demand and behavior of competitors as well as customers who will be further utilized in developing an appropriate strategy for product development and promotion of the diet coke in the target market of the Ireland or the other country (Dahl, 2014). The organization can resolve its all problems by using appropriate promotion strategy and adding attractive features in order to promote diet coke.This might prove helpful in attracting people in large context. Answer 2 It can be said that every organization prefers males for advertisements of their soft drinks. They don't prefer females for the advertisement. There can be several reasons behind it. The first and the foremost reason behind it can be that the soft drink which is advertised by women is not suitable for the health of women (Wilson, 2012). If a woman is doing an ad for a soft drink, it means that it is healthy for both women and men. On the other hand, it is also considered that advertisement of soft drinks by women may be against the culture of their religion which influences the sale in a larger context. Furthermore, Coco-cola knows the facts that drinking diet coke may harm the body of females. Diet coke is made up of such ingredients like the presence sugar in large quantity, and this may increase the weight of females. It is the main reason behind for which females are not being selected in order to promote the product further (Deans, 2016).
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