Coca-Cola’s Marketing Strategy: An Analysis of Price, Product and Communication PDF Download

Author: Julia Anders
Publisher: GRIN Verlag
ISBN: 3656494983
Category : Business & Economics
Languages : en
Pages : 59

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Book Description
Research Paper (undergraduate) from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, , language: English, abstract: Coca-Cola: a Soft drink which is not only refreshment, but an American symbol. Coca-Cola has grown to one of the world’s biggest and most successful companies. Such a success could only be achieved by a strong and outstanding Marketing Management. Coca–Cola connects with its audience and customers in a way that other companies don’t do. This report provides information about Coca–Cola’s Marketing Strategy and analyzes its communication, product and price policy.

Author: Julia Anders
Publisher:
ISBN: 9783656495277
Category :
Languages : en
Pages : 60

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Book Description
Scholarly Research Paper from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, - (University of International Studies, Ramkhamhaeng, Bangkok), language: English, comment: A profound paper about Coca Cola's Marketing Strategy. It was a final paper for two combined Marketing courses taught by a German professor (Wiesbaden Business School)., abstract: Coca-Cola: a Soft drink which is not only refreshment, but an American symbol. Coca-Cola has grown to one of the world's biggest and most successful companies. Such a success could only be achieved by a strong and outstanding Marketing Management. Coca-Cola connects with its audience and customers in a way that other companies don't do. This report provides information about Coca-Cola's Marketing Strategy and analyzes its communication, product and price policy.

Author: Anonym
Publisher:
ISBN: 9783668215962
Category :
Languages : en
Pages : 24

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Book Description
Seminar paper from the year 2015 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, University of the Sunshine Coast Queensland, language: English, abstract: This report examines the marketing of "Coca-Cola Life" which is distributed by the Coca-Cola Company. The research draws attention to the company's background and evaluates the background of Coca-Cola Life. Further, it follows an analysis of the product in relation to the marketing mix theory and concepts. Thereby the focus is on the product, price and promotion. Finally, two innovative recommendations will be given, relating to the improvement of the sustainable aspects of Coca-Cola Life's marketing. In conducting this report only secondary research methodologies were used implementing resources such as using books and websites. In relation to the product life cycle it is evident that Coca-Cola Life is currently in the growth stage as it continues to increase sales. It is obvious that the product is within the category of non-durable goods. The 'core' product is a refreshing soft drink with a unique taste and 35% less sugar and kilojoules, sweetened with stevia as a natural source. The 'actual' product is a glass bottle with a brown liquid inside and a green label with a small leaf logo. The 'augmented' product is the actual product plus contact details of the company, a help line and a complaint phone service. Usually the price of a 600ml bottle of Coca-Cola Life is around $3.50 which is positioned above the price of the direct competitor Pepsi True. Compared to indirect competitors the price is set in the upper margin. With regard to the promotion of Coca-Cola Life the Coca-Cola Company uses different ways to communicate the product whereby campaigns that wake emotions are currently at a premium. Evaluation of this product lead to the following recommendations: A weakness was identified in the ingredients. It is recommended that the ingredients sho

Author: Benjamin Pommer
Publisher:
ISBN: 9783656728702
Category :
Languages : en
Pages : 24

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Book Description
Seminar paper from the year 2014 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, University of Applied Sciences Essen, language: English, abstract: PepsiCo is a global consumption goods company with a very diversified portfolio. The company focuses on beverages and "junk" food. When it comes to brand value and numbers of sold cola beverages, Coca-Cola Co has a unique market share. Especially on the cola-market, both companies are the most successful competitors worldwide. In Germany, Pepsi-Cola has not been as long on the market as Coca-Cola. None-theless, Pepsi proved to be a strong opponent by initiating clever marketing cam-paigns. However, the German market for cola products is much more competitive than the US-market. The strategic planning analysis of PepsiCo, using Kotler's four P's, shows, how much Pepsi-Cola's suffers from its lack of image compared to Coca-Cola. Pepsi-Cola is very present in retails and commercials, but does not have a trustful brand image. Pepsi-Cola's image as a cheap cola drink is a threat to its future deveopment, because a decline in the product-life-cycle is possible. PepsiCo's focus on the German beverage market needs to include a product development, that show consumers, that Pepsi-Cola can be a tasty as well as a sustainable product. The strategy of product diversification must not contain Pepsi-Cola as the main beverage drink of the company.

Author: Miriam Mennen
Publisher: GRIN Verlag
ISBN: 3640563883
Category : Business & Economics
Languages : en
Pages : 56

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Book Description
Bachelor Thesis from the year 2005 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 70 % - A, New College Durham, course: BA (HONS) Management, Business and Administration, language: English, abstract: The business area of marketing has become increasingly important over the last few decades turning marketing activities into a critical success factor. Emotional benefits in marketing have received more and more attention and discussion because they work beyond the awareness of the customer and influence their buying behaviour. In an article from the Canadian Marketing Association, Glenn Livingston (2004) says that most of the people do not want to believe that they are or can be emotionally influenced by brands. They do not want to admit to using brands as a method of partially supporting their self-esteem but this is what makes the emotional benefit motivation such an important technique in marketing. It is the case that emotional benefits are so elusive and hidden that it makes them incredibly powerful and persuasive. Companies like Coca-Cola, Gillette or Victoria’s Secret understand the art of accessing, with intelligence and sensitivity, the true power behind human emotions. They form their brands in a way that they become a face and a character in order to reach the overall aim: the identification of customers with the brand. Today’s most successful brands have built relationships with consumers by engaging them in a personal dialogue that responds to their needs. In fact, many brands make the mistake of trying to force the emotional benefit by telling the customer directly. As soon as this thought is then put into language and made conscious, a person’s adult mind will make rational decisions and realize that this product does not make them a different person. As Coca-Cola is the number one on the “Interbrand’s Annual Ranking of 100 of the World’s Most Valuable Brands”, the researcher will take this brand as an example and applies the findings on how consumers are emotionally attached by this brand and how it was able to find its way into consumers’ psyche. The basic knowledge of marketing and the nature of emotional branding as a specific marketing tool is provided in chapter two through the use of an extensive literature review, which examines the key theoretical perspectives influencing this study.

Author:
Publisher: GRIN Verlag
ISBN: 3668215952
Category : Business & Economics
Languages : en
Pages : 22

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Book Description
Seminar paper from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, University of the Sunshine Coast Queensland, language: English, abstract: This report examines the marketing of "Coca-Cola Life" which is distributed by the Coca-Cola Company. The research draws attention to the company’s background and evaluates the background of Coca-Cola Life. Further, it follows an analysis of the product in relation to the marketing mix theory and concepts. Thereby the focus is on the product, price and promotion. Finally, two innovative recommendations will be given, relating to the improvement of the sustainable aspects of Coca-Cola Life’s marketing. In conducting this report only secondary research methodologies were used implementing resources such as using books and websites. In relation to the product life cycle it is evident that Coca-Cola Life is currently in the growth stage as it continues to increase sales. It is obvious that the product is within the category of non-durable goods. The ‘core’ product is a refreshing soft drink with a unique taste and 35% less sugar and kilojoules, sweetened with stevia as a natural source. The ‘actual’ product is a glass bottle with a brown liquid inside and a green label with a small leaf logo. The ‘augmented’ product is the actual product plus contact details of the company, a help line and a complaint phone service. Usually the price of a 600ml bottle of Coca-Cola Life is around $3.50 which is positioned above the price of the direct competitor Pepsi True. Compared to indirect competitors the price is set in the upper margin. With regard to the promotion of Coca-Cola Life the Coca-Cola Company uses different ways to communicate the product whereby campaigns that wake emotions are currently at a premium. Evaluation of this product lead to the following recommendations: A weakness was identified in the ingredients. It is recommended that the ingredients should be mostly organic and the sugar should be completely removed in order to satisfy customer needs and wants. Special attention should be paid to the recycling system. It is recommended that the company target itself on reusable packaging instead of one-way drink packaging. Recommendations have been made to suggest that a more sustainable view of Coca-Cola Life and its environment could potentially increase market share and future profits.

Author: Daniela Lopez
Publisher: GRIN Verlag
ISBN: 3656122997
Category : Business & Economics
Languages : en
Pages : 61

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Book Description
Seminar paper from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 72% (First), University of Westminster, course: BA (Hons) Marketing Communications - Brand Management, language: English, abstract: 'Uva' is the name given to the Coca-Cola Company's latest venture within the carbonates market; targeting consumers from late forties upwards, the chilled sparkling juice drink is addressing a gap in the market as seen in Figure 1.0 (Fig. 1.0 is available in the download version). Using no additives or sweeteners, the product is to be perceived as a healthy, sparkling beverage. The Latin name for 'grape' (McKeown, 2010:386) was chosen as the brand name for this product as it has connotations of simplicity and elegance. Satisfying the need state of 'thirst' (Franzen and Moriarty, 2009:202), 'Uva' will differentiate itself from competitors by targeting older consumers. The main competitor within the premium adult's soft drink market is Shloer, with a 29% market share of premium soft drinks (Mintel, 2010). However, Shloer actively targets a consumers within the age range of 16 to 34 years, with emphasis on 'mums-to-be' as seen on the Shloer website (Shloer, 2011). ...]

Author: Alain Verbeke
Publisher: Cambridge University Press
ISBN: 1107355273
Category : Business & Economics
Languages : en
Pages : 615

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Book Description
Verbeke provides a new perspective on international business strategy by combining analytical rigour and true managerial insight on the functioning of large multinational enterprises (MNEs). With unique commentary on 48 seminal articles published in the Harvard Business Review, the Sloan Management Review and the California Management Review over the past three decades, Verbeke shows how these can be applied to real businesses engaged in international expansion programmes, especially as they venture into high-distance markets. The second edition has been thoroughly updated and features greater coverage of emerging markets with a new chapter and seven new cases. Suited for advanced undergraduates and graduate courses, students will benefit from updated case studies and improved learning features, including 'management takeaways', key lessons that can be applied to MNEs and a wide range of online resources.

Author: Dustin S. Garis
Publisher:
ISBN:
Category :
Languages : en
Pages : 156

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Book Description

Author: Daniela Lopez
Publisher: GRIN Verlag
ISBN: 3656121893
Category : Business & Economics
Languages : en
Pages : 29

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Book Description
Seminar paper from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 72% (First), University of Westminster, course: BA (Hons) Marketing Communications - Brand Management, language: English, abstract: ‘Uva’ is the name given to the Coca-Cola Company’s latest venture within the carbonates market; targeting consumers from late forties upwards, the chilled sparkling juice drink is addressing a gap in the market as seen in Figure 1.0 (Fig. 1.0 is available in the download version). Using no additives or sweeteners, the product is to be perceived as a healthy, sparkling beverage. The Latin name for ‘grape’ (McKeown, 2010:386) was chosen as the brand name for this product as it has connotations of simplicity and elegance. Satisfying the need state of ‘thirst’ (Franzen and Moriarty, 2009:202), ‘Uva’ will differentiate itself from competitors by targeting older consumers. The main competitor within the premium adult’s soft drink market is Shloer, with a 29% market share of premium soft drinks (Mintel, 2010). However, Shloer actively targets a consumers within the age range of 16 to 34 years, with emphasis on ‘mums-to-be’ as seen on the Shloer website (Shloer, 2011).[...]