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Marketing Mix Coca
Marketing Mix Coca
COCA-COLA
Firstly, we will look at how Coca-Cola has used their
marketing mix. The marketing mix is divided up
into 4 parts;
product, price, promotions and place.
Product:
The product (Coca-Cola soft drink) includes not just
the
liquid inside but also the packaging. On the
productservice
continuum we see that a soft drink provides little
service, apart from the convenience. Soft drinks
satisfy
the need of thirst. However, people are always
different, some want more and others want less.
Therefore Coca-Cola has made allowances for that
by
providing many sizes. We also have particular
tastes,
and again they have provided several options. So,
although thirst is what is needed to be satisfied
and that
is the core benefit, we are receiving other benefits
in the
taste and size. Coca-Cola has developed several
1.
diet Coke
caffeine free diet Coke,
diet Coke with lemon
Vanilla Coke,
diet Vanilla Coke,
Cherry Coke,
diet Cherry Coke,
Fanta brand soft drinks,
Sprite,
diet Sprite
Sprite Remix
39
40
2. Price:
Like any company who has successfully endured a
Hotels/Motels/Resorts
Mass Merchandisers
U.S. DOD Military Resale retail commands:
AAFES, NAVRESSO and DECA
Vending
In 2006, the Company began changing its delivery
method for its route delivery system. Historically,
the
Company loaded its trucks at a warehouse with
products the route delivery employee would
deliver. The
delivery employee was responsible for pulling the
required products off a side load truck at each
customer