Coca-Cola's product marketing strategy

Shaharu B.

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Coca-Cola's product marketing strategy

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Abstract

The Coca-Cola Company: Who would have ever thought that what began as a local soda fountain curiosity on May 8th 1886, would become the world's favorite soft drink. From its simple beginnings, Coca-Cola has grown to be a part of life in cities and towns around the world. The Coca-Cola Company has a remarkable history, one that has led to the success that they enjoy today. But they have never been satisfied with what they have achieved. Their main driving force is itself the belief that the consumers of their products are not concerned with the accomplishment of the past, but rather with excellence in the present. Then and now, the commitment to serving the consumers and to increasing share owners value have been company's driving goals. The Coca-Cola Company clearly believes in keeping in touch with the simple desire of the people, everywhere to pause ……refresh and enjoy. Satisfying this need is the core of their success.

Introduction
History of the Coca-Cola company
The advent of bottling
The woodruff influence
Analysis of consumer markets and buyer behavior
Coca-Cola's product line
1. Coke II
2. Sprite
3. Cherry coke
4. Fanta brands
5. Fresca
6. Tab
7. Mr. Pibb
8. Minute maid
9. Power ade
10. Surge
Advertising and marketing
Ad creation
Organization
Quality production
Aggressive marketing

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[...] AD CREATION: Advertising the world's best known consumer product demands the talents of Professionals in many different areas. The company enlists the very best experts in the creative, media planning and buying, research and sales promotion arenas from several advertising agencies to work in cooperation with its internal marketing and media teams. Because these agencies are used exclusively for ad creation, the company chooses not to accept the ideas from the general public. COCA-COLA is the world's most global brand; they are doing business in more than200 countries. [...]

[...] It's to be noted that Coke has taken a number of steps towards PRODUCT ADAPTATION to suit its product to the needs of the consumer. These may be summarized as: BRAND SELECTIVITY: Inclusion of those brands in the market for which there already exists some rival brand. SEGMENTATION: Psychographic segmentation: On the basis of LIFESTYLES/PERSONALITY/VALUES: Available in different types of packages like bottles, cans, Crates etc. This lays emphasis on providing you the product as you like it. This is for the people who want to make their drink Lifestyle Statement” Behavioral segmentation: On the basis of behavioral variables such as: Advertising and marketing When it comes to advertising nobody can beat the BIG RED. [...]

[...] Thus the marketing strategy has to have wide appeal and at the same time has to draw the benefits of suitable consumer segmentation and product diversification. Coca-Cola's product line includes: Diet coke: - Coca-Cola U.S.A. announced the introduction of diet coke on July 8th 1982. A massive international roll out of diet coke was under way. As point of marketing strategy, the new product received a different positioning overseas. Diet coke was positioned to Americans “Just for the taste of in a highly developed and competitive one calorie market. [...]

[...] In 1961, sprite made its U.S. debut. Cherry Coke:- Cherry Coke was launched nationally in July and reached top ten statuses among all United States soft drinks by year end. Reflecting strong consumer interests, Diet Cherry Coke entered the market in early 1986. And in 1991, new “fountain-style “Cherry Coke was introduced with even more cherry taste, clearly making it the ‘very cherry' favorite. Fanta brands:- Introduced in United State in 1960, Fanta was the first soft drink other than Coca Cola to be marketed by the Company. [...]

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