Coca Cola Introduction:
As the world 's largest manufacturer and distributor of non-alcoholic beverages, Coca-Cola is certainly no stranger to global marketing. Established in the US, Coca-Cola initiated its global expansion in 1919 and now markets to more than 200 countries worldwide. It is one of the most recognizable brands on the planet and also owns a large portfolio of other soft drink brands including Schweppes, Oasis, 5 alive, Kea Oar, Fanta, Lilt, Dr Pepper, Sprite and PowerAde. Despite this, Coca-Cola often struggles to maintain its market share over its main rival PepsiCo in some overseas markets, particularly Asian countries.
What is Marketing Mix?
The marketing mix is a standard strategic tool used to formulate a plan for product development and promotions. The Marketing mix is a set of four decisions which needs to be taken before launching any new product. These variables are also known as the 4 P’s of marketing. These four variables help the firm in making strategic decisions necessary for the smooth running of any product / organization. These variables are
The role of marketing mix in Strategy – Marketing mix plays a crucial role while deciding the strategy of an organization. It is the first step even when a marketing plan or a business plan is being made. This is because, marketing mix decision will also affect segmentation, targeting and positioning decisions. Based on products, segmentation and targeting will be done. Based on the price, positioning can be decided. And these decisions will likely affect the place and promotion decisions. Thus, the marketing mix strategy goes hand in hand with segmentation targeting and positioning....
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...These days, People need to be constantly entertained. Coca Cola should change fundamentally from being TV commercial producers to content developers. Coca Cola should lead a new and unique approach from purely mass marketing to one-on-one marketing.
Areas of marketing I would you recommend the company pursue in the future:
Coca cola has vast majority of distribution in over 200 countries. They are very good at pricing and place and promotion when compared with its peers. I would recommend Coca Cola to concentrate on the Product. What they really lack today is organic products which they are trying to pursue. Not only organic but innovative and healthy products. As per the www.choosemyplate.gov , the saturated fat, sodium, and added sugars found in foods and beverages are important for a consumer to think about as consumers start to build their healthy eating style.
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