Marketing Mix - Coca-Cola

Extract

[...] Marketing Mix - Coca-Cola I. Introduction Known internationally, Coca-Cola is the favourite drink brand of consumers and occupies a certain place in American culture, particularly with the famous rimmed bottle. The success of this company arouses the curiosity of many of its competitors, especially when we know that its recipe, which remains so delicious after hundreds of years, is inimitable despite the precision of the ingredients that compose it. We will carry out the Coca-Cola marketing mix in order to learn more about its different products, its pricing policy, its distribution policy and finally, how the company proceeds to promote its products as well as its brand. [...]

[...] Among all this portfolio, one product is considered a flagship product, Coca- Cola. It is the most consumed and the most loved by consumers. Among the various best-known brands in the Coca-Cola brand portfolio, we note: - Coca-Cola: This is the best-known and best-selling soft drink in the world. - Powerade: It is an energy and hydrating drink - Fanta: Sparkling drink available in several flavours, second brand of Coca-Cola - Diet Coca-Cola: This is a Coca-Cola drink without sugar and without calories. [...]

[...] Note, however, that bottle design in terms of shape and size is determined by the Coca-Cola Company and not by the bottlers. So, in general, by its very intensive distribution strategy, the different products of the brand are available in the majority of points of sale around the world. Indeed, Coca-Cola, being a brand appreciated by a large number of people, drinks are distributed all over the world. Moreover, its distribution network is so vast that it is no longer necessary to go to supermarkets to buy its Coca-Cola drinks, they are easily found in places such as gas stations, restaurants or in the vending machines installed everywhere. [...]

[...] Thanks to its taste, its notoriety, its vast distribution network and its advertising campaigns which have conveyed the messages to targeted customers, the Coca-Cola business is a real success. It dominates the beverage market with a strong competitive advantage. It is true that in recent years it has experienced a certain decline, especially with the emergence of Pepsi drinks, with which Coca-Cola must share the market. Moreover, some Arab countries refuse the sale of its products and, therefore, the company must find a more suitable approach to establish itself more in these countries and gain more market share. [...]

[...] It also uses different promotional techniques such as discounts offered to distributors or retailers on wholesale purchases. As competition continues to increase in the beverage industry, the Coca- Cola business is focusing intensively on its branding and reputation. It also invests in projects that can be beneficial for consumers, themselves, strengthening its image in the market. This is why Coca-Cola sponsors events, organisations and certain projects. In fact, the brand is a sponsor of Apple iTunes, the NBA, the Olympics and American Idol. [...]