Marketing Strategy Of Coca Cola And Coca-Cola

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Register to read the introduction… The threat of substitutes, however, is a very real threat. Possible substitutes that continuously put pressure on both Pepsi and Coke include tea, coffee, juices, milk, and hot chocolate. Even though Coca-Cola and Pepsi control nearly 40% of the entire beverage market, the changing health-consciousness of the market could have a serious affect. Of course, both Coke and Pepsi have already diversified into these markets, allowing them to have further significant market shares and offset any losses incurred due to fluctuations in the market. Consumer buying power also represents a key threat in the industry. The rivalry between Pepsi and Coke has produced a very slow moving industry in which management must continuously respond to the changing attitudes and demands of their consumers or face losing market share to the competition. Furthermore, consumers can easily switch to other beverages with little cost or consequence. (Fast moving …show more content…
• Inform target audience about features and benefits of the new product. • Boost sales based on the predicted overtaking of carbonated drinks by health drinks by 2015.

Product Description
The new beverage packaging is aimed at the Diet coke range of Coca-Colas product portfolio. It is a refillable bottle aesthetically styled to appeal to sports/fitness audience. The new beverage container is made from sustainable sourced materials and production methods. The beverage container is unique in the way the consumer is encouraged to re-use/refill it. Being the first to offer a new product feature is a proven competitive strategy. Future improvements to the product create the impression the company cares about satisfying its customers, material technology improvements in the future would further the design.

Features • • • Sports/fitness design Whatever coke product has been put in the bottle by the dispensing unit the logo is present on the bottle. Ergonomically
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TV style adverts can be directly shared with users on the social networking site YouTube and good adverts have created cult followings on the Video websites.

As already said Coke is a massive global brand with huge brand awareness, the emphasis of advertising would be on a TV advertising campaign which would be on the company website and virally spread on social video sites such as YouTube. The advert should gain cult status and in theory the target market will virally spread the advert to friends in the same market. Consumers are highly responsive to videos they have chosen to watch on the web. Reaching the target market through more sport sponsorship promotes cokes lifestyle image and the new healthier product well.

Personal Selling
The sales force needs to communicate with current distribution channels for Coca-Cola. Coca-Cola Enterprise currently distribute cooler fridges and vending units to community centres, sports halls and shops. These would be replaced via a liquid dispensing vending unit which the distributor is likely to take on board because of Coke’s market share. But due to Coca-Cola’s recent failures with DeSani22 and Coke Zero23 they might need more incentives. Along with information on the benefits of switching units incentives based on Coke’s sponsorship deals could be offered such as free tickets to sporting events, such as

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