Marketing Strategy for Coca Cola Company

Running head: MARKETING STRATEGY
1
Marketing strategy:
Name:
Institution:

MARKETING STRATEGY
2
Introduction
The marketing strategy of coca cola is made up of three crucial elements which include;
accessible for the product worldwide, prices which is affordable for the product and ability to
reach several customers in the market. This brand is available all over 200 countries and they are
sold in different sizes since they have been a packet using different measurement. The prices of
the product are determined using competitive forces since Coca Cola Company have various
competitors in the market who are dealing with soda. Coca-cola marketing strategy has been
enhanced in the market through a diverse network since they pose more than 260 bottling
partners. The responsibility of the partners who are responsible in bottling is to manufacture,
then package, followed by merchandise and finally distribution of the final product to the
vending partners and to their esteem customers. The customers who buy coca cola product in
large quantity includes amusement parks, restaurants and movie theaters, these customers work
together with bottling partners in order to implement localized strategies (Patra, 2016).
At last, the brand of soda has been marketed as a great brand for most of the youths. Marketing
gives great merit to every brand, apart from increasing the sales of the brand. In addition
marketing help in achieving long term resolution (Jackson, and Ahuja, 2016). The long term
resolution of marketing activities will help in creating awareness for the brand in the market and
also it helps in retaining and attracting more customers in buying the product. The icon of the
coca cola can be easily known all over the world by their advertisements and how their bottles
are made. The coca cola brand packagings have been changing year in year out all over the
world. The target market for coca product is for the youth between the age of 15- 38years.
7ps marketing mixes for Coca Cola Company
Product

MARKETING STRATEGY
3
The products of Coca Cola Company can be elaborated by understanding the various variety of
the product. The following are various varieties of coca cola products which are offered all over
the world. They include sprite, honest tea, coca cola, coca cola life, Fanta, simply orange, coca
cola zero, Mello Yello, Fresca, Fuze, Diet coke, Fuze tea, Powerade zero, osewalla, minute maid
and Dasani. The coca cola company products are available in different sizes and also they have
different in packages (Hong, Tran, and Yang, 2017). For instance, the coke brand product is
available and sold in 2 litres, 1.5 litres, 1 litre, 0.5 litres, and 0.2 litres and they have been packed
using plastic bottles, glass, and cans. In order to differentiate between coke with cola then cola
logo is usually made to be very visible in the glass, cans and plastic bottles. The brand of the
coca cola is unique by outlook due to the unique shape. The brands of the product of coca cola
with large market share are Fanta, coca cola and sprite but their growth is not rapid and it
generates high revenue for the company. A brand like minute maid poses a great market share
and a high and rapid growth rate.
Price
The coca cola in its marketing mix greatly follows the strategy of price discrimination. This
means that the company charges distinct product prices in distinct segments. The market for the
beverage is considered as oligopoly market where there is many buyers but few sellers. The
company which dominant market now is Pepsi and coca cola which means the pricing of their
product is the same in a certain segment. And if coke prices are raised up as compared to Pepsi
product then customers will shy away from the coke product due to high prices this occurs
especially in developing countries. So in order to stabilize the prices for the two products then
both companies have to come into agreement in stabilizing the product (Eneizan, Abd-Wahab,
and Obaid, 2016).

MARKETING STRATEGY
4
Place
The coca cola company have been in existence in the market for over 135 years and in addition
its now operating in more than 200 countries all over the world and as a results it has created
various distribution networks. The diverse network distribution has highpoint place strategy in
the marketing mix in the coca cola company. Coca Cola Company usually produces its product
using a formula which is secret and then transports its products to bottlers all over the world
(Holbrook, 2015). The size and shape of the bottles are designed by the company itself, then
bottlers have the responsibility to package the beverage in the bottle and then transport to agents
all over the world. After packaging the bottles are conveyed to the stockists, and then to the
suppliers and finally to the retailers where the customers will get the product. Coca Cola
Company has extended its distribution of their product global and now their products available in
supermarkets, restaurant, hotels and other 2.7 million outlets globally.
Promotion
Coca Cola Company is always continuing in branding and advertising their products. The
promotional strategy which is now greatly used by coca cola is by use of Ad Company through
the use of media such as media print, radio, TV, and sponsorships. Now coca cola is now
engaging in the sponsorship events such as betting network, FIFA world cup, NASCAR and
Olympic games to advertise their products all over the world. In the year 2016, coca cola
company based in India launched a campaign of test the feeling which reminds customers on the
how coca cola product s are very refreshing and how they bring good moments in their lives.
This ad was the channel through TV and the target customers were the youths (Bellew, Bauman,
Freeman, and Kite, 2017)