Coca Cola Marketing Mix Essay

Coca-Cola is the most popular and biggest-selling soft drink in history, as well as one of the most recognizable brands in the world” (The Coca-Cola Company, 2016). Thus, the Coca-Cola Company is one of the largest soft drink industry in today’s global market. This essay will discuss the marketing mix of the Coca Cola Company, as well as explain each of the four P's of marketing and include examples of each: price, place, promotion, and product. Also, it will give suggestions for future plans, and recommend areas of marketing that the company could pursue in the future. The marketing mix is defined as the “four Ps—product, price, place (channels of distri- bution), and promotion—are adjusted so that the customer will buy the product and use …show more content…
The Coca-Cola Company’s marketing mix uses the four Ps effectively. Firstly, when it comes to product, Coca-Cola has successfully implemented product differentiation. According to MBA In A Nutshell, product differentiation, that is, the effort to distin-guish favorably one’s brand from all other brands within its product class. Some brands are intrinsically differentiated” (Sobel, 2010). Hence, product differentiation allows Coca Cola to uniquely identify its product positively, thus setting it apart from any other soft drinks in the industry. This gives the product a distinctive edge overtime. For example “Coca-Cola is recognized as the world’s most valuable brand is often associated with happiness” (McWilliams, 2016). As a result, Coca-Cola is well known all over the globe, additionally the brand is simultaneously associated with joy, and this in turn creates a positive association in relation to product …show more content…
Also according to “Coca Cola The Real Story Behind the Real Thing, Coca–Cola focuses on consumer brand marketing initiatives built up in a memory bank of positive association between the Co-cola brand and moments of happiness. Nevertheless, Coca-Cola Company needs to modify its promotional strategies if it still wants to remain a dominant player in the soft drink industry. In conclusion, The Coca-Cola Company’s marketing mix uses the four Ps effectively. These strategies have allowed the Coca-Cola Company to successfully dominate the market. However, Coca Cola still has work to do in order to maintain its leading edge within the industry. According to Coca Cola the Real Story Behind the Real Thing, for a decade or so soda sales have been dropping as Americans have increasingly turned to energy drinks, juices and tea. In other words, the increasing health concerns pushes more Americans to alternative beverages which will in turn decrease the supplies demand for Coca-Cola products. This will allow beverages that provide a healthier alternative to penetrate the market. For this reason, “Building a portfolio of “consumer-centric brands” requires shifting focus from what the company wants to sell to what consumers want to buy”(Moye, 2017). Hence, in order for the Coca Cola Company, to maintain its leverage in the industry its suggested the company strives to meet the needs of its consumers, by producing less

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