Marketing Strategy and Communication Mix

Running head: MARKETING STRATEGY AND COMMUNICATION MIX
Marketing Strategy and Communication Mix
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1MARKETING STRATEGY AND COMMUNICATION MIX
Executive Summary
The primary purpose of this report is to throw light on the Fast Moving Consumer Good
product of Coca Cola. It discusses about the marketing strategy of the company. It states how
the company makes use of mass marketing along with niche marketing for the promotion of
products. It elaborates on the marketing communication mix of Coca Cola. It also
recommends strategic actions that can help in marketing of the company. It states how the
segmented revenue growth strategy can increase influence of company in the market.

2MARKETING STRATEGY AND COMMUNICATION MIX
Table of Contents
Product Overview.......................................................................................................................3
Marketing Strategy of Coca Cola...............................................................................................3
Marketing Communication Mix of Coca Cola...........................................................................4
Findings......................................................................................................................................6
Strategic Recommendations.......................................................................................................7
References:.................................................................................................................................9

3MARKETING STRATEGY AND COMMUNICATION MIX
Product Overview
Coca Cola refers to an American Corporation which is the marketer of the non-
alcoholic beverage syrups. The company is popular for the flagship product by the name of
Coca Cola. Coca Cola is the name of a soft drink that is carbonated which was invented in the
19th century. It was invented by John Pemberton that was later on bought by the businessman
called Asa Griggs Candler (Coca-cola.com.au 2018). It was available at the outset in Jacob’s
Pharmacy in the form of soda fountain drink that comprised of Coca-Cola syrup along with
carbonated water. The marketing tactics of the business man helped in making Coca Cola
dominant in that of the soft drink market. The name of the drink refers to the original
ingredients that are coca leaves and the kola nuts. The drink contains carbonated water, sugar,
caffeine, phosphoric acid and the natural flavorings that provides it with a distinct taste. The
unique taste of the product has made the fast moving consumer good product, Coca Cola
popular in the world market. Coca Cola has emerged as the soft drink that is hugely popular
in the market. Coca Cola helps in refreshing the body, mind and the spirit of an individual. A
can of the product Coca Cola comprises of 38 gram of the sugar, 50 mg of that of sodium, O
gram fat along with 140 calories.
Marketing Strategy of Coca Cola
Coca Cola makes use of the mass marketing strategy that can help it in catering to the
tastes of the diverse range of the customers. Coca Cola makes use of radio and the television
marketing so that it can reach a larger audience (Menon et al. 2015). Coca Cola uses the
posters, banners and the text advertisements so that it can reach out to a large number of
people. The large market potential helps in bringing tremendous sales volume in relation to
the target brand. Coca Cola lays emphasis on the aspect of innovation and innovates the
products and services so that it can it can stay ahead in the competition. It makes use of the