Concept Of Coca Cola Marketing

Product can defined as something that can be offered to the customers for attention, acquisition, or consumption and satisfies some want or need. (Kotler, Armstrong, Saunders & Wong, 2008). Researchers suggest that the basic product must be positioned for better quality and the price-conscious consumers. Other product attributes may include an appropriate product range, design, warranties, or a brand name. A consumer buys a product or service for personal gratification, and they have some expectations from that particular product or service depending on their needs. Consumer needs can be divided into three main categories; functional needs, symbolic needs, and experimental needs. The functional needs relate to consumption and the consumers problems that needs to be satisfied through the consumption of a particular product. The symbolic needs are based on the consumers internally generated needs that relate to self-image and social behavior. Experimental needs are based on enjoyment, experience, and desire of change. For example, consumers buy soft drinks with the expectation of refreshment.

A product acquired by a consumer can be divided into segments

This implies that the company benefits from the high value consumers perceive its brands. This gives the company’s products an advantage over other generic products that may enter the market. The marketing mix of Coca cola has been changing over time with more and more products and SKUs being added to its product portfolio as it tries to align with the market trends. Its soft drink products are divided into several categories which are targeted at different market niche. These categories include diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc. As per Nielson’s data, Coca cola was the No.1 brand in sparkling beverages, juice, and retail packaged water in 2010. Coca cola has its market presence around 200 countries. (Hitesh,