BUS106 Marketing Principles: Assessment 2 - Coca-Cola 4P's Analysis

This presentation offers a detailed 4Ps analysis of Coca-Cola, examining its product, price, place, and promotion strategies. The analysis begins by identifying Coca-Cola's current position in the maturity stage of the product life cycle, emphasizing its widespread availability and competitive market environment. It then breaks down Coca-Cola's product into three layers: core, actual, and augmented, highlighting benefits, bottle design, and customer service. The presentation also explores Coca-Cola's pricing strategy, particularly its use of penetration pricing, and examines the availability of the product in various sizes and packaging. The assignment highlights the key aspects of the marketing mix for Coca-Cola, which includes the product's features, pricing, distribution, and promotional activities to maintain customer loyalty and market share.

Analysis of Product Decisions
 Product life cycle
 Introduction
 Growth
 Maturity
 decline
 It can be said that the product is currently at the maturity stage and that is
also available everywhere.
 There are also several competitors and the product is trying to appeal to the
customers by providing all the modern options and offers so that they can
develop a proper customer loyalty.

MATURITY STAGE
•Coca Cola is in the
maturity stage because
they have a good
Popularity both on the
local and the Global
basis.
•It is for this reason that
now they are only
looking for overcoming
the competition that is
given by competitors

Three product layers
 Coca Cola, as a product, also consists of three product layers including the
core product, actual product and the augmented product
 The core product benefits include that the product fulfils the thirst of people
 The actual product represents the bottle design, availability of product in
economy packs and also the differentiation in features and quality with
respect to different nations
 The expiry date of the product, warranty customers services of the
company and also features that make the product differentiable from the
competitors are considered as augmented features of the product layer

Price Analysis
The penetration pricing
strategy is usually used by
this product (Paszke et al. 2017).
In the beginning the price
was low and now with years
As they have been able to
develop a good customer
loyalty they are being able
to raise their price by adding
to the variety of their
products.
For example, the cost
leadership by Coca cola and
availability of the product in
different sizes of bottles
have easily allowed
customers to gain access to
those.

Coca Cola Classic

Contd.

Size and Packaging
•12-oz. cans along with 2-liter and
20-oz
•Coca Cola Classic is available at
coca cola classic soft drink cans
375ml x24 sized cans.
•Woolworths in Australia is one of
the best places where one can find
the bottles of this size.

Analysis of Price
Decisions
The penetration pricing
strategy is usually used
by this product (Paszke et
al. 2017).
In the beginning the
price was low and now
with years
As they have been able
to develop a good
customer loyalty they
are being able to raise
their price by adding to
the variety of their
products.