Coca Cola Marketing Mix Essay

The Marketing Mix of Coca-Cola

Introduction

A marketing mix refers to a system of classification that an organization uses to manipulate factors of marketing to generate optimum revenue from its target markets. These factors are the product, price, place and promotion, also known as the four P’s. Thus as stated by Kamal (2007), a marketing mix can simply be seen as getting “the right product to the right place… at the right price, and at the right cost”, with the right promotion strategy. Once a company has established a decent product and selected its target market it should begin to establish a price range that would suit each market segment it wishes to reach. It can then establish a ‘place’ or method of distribution for each product and ten, finally a promotion and advertising strategy to create awareness within the various market segments.

Coca-Cola is a company that has a very effective marketing mix. One that has helped it grow into the billionaire multi-national co-operation that it is today. Its marketing mix has been set up in very a strategic manner that enables the organization to achieve approximately 1.8 billion servings a day today, after having started off serving just 9. (Coca-Cola Conversations, 2011)

The Coca-Cola Company

Coca-Cola is the world largest beverage company that was founded over a century ago. Its headquarters is in Atlanta, Georgia. Today it operates on a global level with

Coca-Cola is one of the strongest brands worldwide today. Its marketing mix is one of the reasons it so popular and globally recognized. Coca-Cola is the brand with the highest brand equity. (Kumar 2012).

Coca-Cola has made a global mark on the world and a large portion of its success can be attributed to its marketing tactics a...

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...la. The majority of people at this stage tend to choose Pepsi. However when the next stage of the test is carried out, in which they are un-blindfolded and brand labels are visible, they unknowingly switch their preference to Coca-Cola – simply due to brand recognition and loyalty. It could well be that people feel more personally connected to Coca-Cola because of the way it’s branded and this ultimately results in consumer devotion to the brand. Their strong fan following is greatly reflected by the company’s strong social media presence; over two million followers on Twitter and just under 76 million likes on Facebook at the time of checking. Abi Essay

Conclusion

In conclusion, Coca-Cola has made effective use of its marketing mix over the past 128 years it has been in existence. Through clear classification of product, pricing, place and promotion strategies.