Analyzing Coca-Cola's Product and Place Strategies in Global Market

This report provides an analysis of Coca-Cola's marketing mix, specifically focusing on its product and place strategies. The product strategy is examined in terms of product size, packaging, and branding, highlighting the company's approach to affordability and catering to diverse customer needs. The report also explores Coca-Cola's diverse product range, including different brands like Fanta and various Coca-Cola product lines. The place strategy delves into Coca-Cola's distribution channels, from manufacturing to consumer reach, including warehouses, wholesalers, retailers, and various distribution methods such as trucks, ships, and airlines. The report emphasizes the effectiveness of the retailing channel and the company's global distribution network. The analysis is supported by references to relevant marketing literature.

Running head: GLOBAL MARKETING
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Global marketing
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Marketing Mix: Coca-Cola
a) Product strategy
In analyzing the coca-cola product strategy on the basis of size, the company products
are in different sizes with different prices for affordability. The different sizes of coca-cola
products make it affordable to all groups of customers. It covers a wider range of product size
diversity to cater for all needs customers (Doyle, 2019). The products size ranges are also
consider the size of the families buying the product and therefore the coca-cola has been
producing bottles with large, medium and small sizes to cater for all its customers’ needs.
In terms of packaging, the company has its products packaged at different price ranges.
This depends on the size of the bottle. The company sales its products in different packages
depending on the size of the bottles and it can range from 200mililiters, 500 milliliters, 1litre,
1.5litres, and 2litres. Its bottles are in cans, plastics bottles or glass bottles.
The coca-cola products are in different brands to cater for the needs of different
customers. Its products are given different brand names such as coca-cola, Fanta, and sprite. In
the case of the Fanta, it has many colors of the content such as Fanta orange, blackcurrant Fanta
and pineapple Fanta color content (Dickson & Ginter, 2017). In addition, there are other brands
of coca-cola products serving different purposes. These brands include Ciel, Powerade, Coca-
Cola Life, Coca Cola Light, Fresca, Coca Cola Zero, Dasani, Minute Maid, Del Valle among
others.
The Coca-Cola product log is very unique and distinguishable from logs of other
companies. The log is made visible clearly on its product bottles and the cans. The logo is
represented by the word Coca-Cola written on a designed font to distinguish it from Coke. In

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addition, the Coca-Cola bottle products have different shapes depending on the brand and
therefore differentiating it from other company’s products.
b) Place strategy
The coca-cola products are distributed through various channels from the manufacturing
company to the consumers. The distribution channel starts with the manufacturer/factory where
the products are produced. The products are transported to the warehouse because they need to
be checked and recorded before distributed further (Blanco & Fransoo, 2013). From were-
houses, the products are channeled to wholesales where the retailers are expected to pick the
products in large quality. The products are sold in the wholesale so as to minimize the price of
the single products. From wholesales, the products are channeled to the retailers where the
customers can pick. From the retailers, the products are distributed to the customers either
through the supermarkets, kiosks, shops, clubs, hotels, vending machines airlines (Taylor, 2010).
Retailing channel of distribution is so effective because it avails the products to the customers.
The distribution of all these products can be done through the use of company trucks, ships, and
airlines. The trucks are used as means of distribution within the country (s) because it’s cheap
and convenient. Airlines and ship means of distribution are used to distribute the products
internationally because they are able to cross the seas and oceans.

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References
Blanco, E., & Fransoo, J. (2013). Reaching 50 million nanostores: Retail distribution in
emerging megacities. Journal of Strategic Marketing, 8(4), 299-311
Dickson, P. R., & Ginter, J. L. (2017). Market segmentation, product differentiation, and
marketing strategy. Journal of marketing, 51(2), 1-10.
Doyle, P. (2019). Building successful brands: the strategic options. Journal of marketing
management, 5(1), 77-95.
Taylor, M. (2010). Cultural variance as a challenge to global public relations: A case study of the
Coca-Cola scare in Europe. Public Relations Review, 26(3), 277-293.