ASSIGNMENT ON

Select one successful and one failed brand and identify their 4Ps and
4Cs. Segmentations that they hit, their target market and their positioning
history. Give reasons as to why they have succeeded or failed.

Submitted to

SIR.NADEEM AHMAD

Roll No.

FA18-MBAP-0030

MOHAMMAD HAMMAD QURESHI

MOHAMMAD ALI JINNAH UNIVERSITY

Coca Cola as a successful Product
Marketing Mix

A combination of product that can be controlled by a company to influence consumers to purchase its
products.

4 Ps of Marketing Mix

It helps you to define your marketing options in terms of price, Product, Promotion and Place so that your
offering meets a specific.

Introduction

Coca Cola is one of the two leading brands in the soda industry and the largest brand of non-alcoholic
beverages in the world. The international empire of Coca Cola spans more than 200 countries.

Apart from the large market share, Coca Cola is known for its strong brand image and high customer
loyalty. It invests a very large sum each year in marketing and promotion for growing brand recognition
and customer engagement. In recent years, it has focused on optimizing its product mix to cater to the
changing taste of consumers worldwide.

Target Market of Coca Cola

The target market of Coca Cola lies mainly in the 15-35 age group. While Coca Cola products are popular
among middle-aged customers also, the core customer segment of the brand is the teenagers and youth
mainly. It enjoys strong popularity among both male and female consumers. Due to being affordable, the
Coca Cola products are not targeted at a specific class of consumers

Positioning of Coca Cola

However, it is mainly the modern, young, and fun-loving youth that form the target market of Coca Cola.
The soft drink brand has selected to position itself as a brand for the youth mainly. It has positioned itself
as a brand that stands for youth, freedom, and happiness. Coca Cola targets both individual customers
and families. Its ads target the youth as well as families. Celebrations and parties are mostly a central
attraction in the ads of Coca Cola.

Marketing Mix of Coca Cola

Product

Coca Cola has a large product portfolio of 500 sparkling and still brands. It provides nearly 3,900 beverage
choices. Its leading product Coca Cola is one of the world’s most recognized and valuable brands. There
are 21 billion-dollar brands in its portfolio, of which 19 are available in low or no-calorie choices.

Place

Coca Cola has an extensive beverage distribution system. Its products are sold in more than 200 countries
across 6 operating regions including Europe, Latin America, North America, Pacific, Eurasia & Africa. Coca
Cola sells an average of 1.9 billion servings each day. Traditionally, the company has relied on its bottling
partners for the packaging and distribution of its products.
Price

Coca Cola’s pricing strategy is aimed at driving brand loyalty. Moreover, due to the decreasing demand
for soda products, price competition between Coca Cola and Pepsi has gotten even intense. The prices
lower as the size of the package grows bigger. Bulk buyers of the product may have to pay significantly
lower prices than ones buying single Coca Cola products.

Promotion

There are more than 1,250 promotional videos of Coca Cola on its official YouTube channel. As
competition has kept intensifying in the soda industry, companies are focusing more than ever on their
social image and reputation. Coca Cola is also investing a lot in CSR and sustainability and developing a
sustainable supply chain and manufacturing network.

4Cs of Marketing Mix

Consumer

Customer solution is product and services that the company offered how much and how to solve the
problem of the consumer. Customer Satisfaction on customer solution depends on product variety,
quality, design and planning. Coca Cola is providing the best to its customers

Customer Convenience

Customer convenience is the place in where customer purchases the product. Customer satisfaction on
customer convenience depends on location and channels. Cock sales through general store, departmental
store, and super shop. Through this survey we find in where customer purchases cock. The curve is given
below.

Communication

Communication is the people’s perception about company promotion and company activity. From our
survey we found that people most like two advertisement.

We find people perception about this advertisement is “When you are thirsty have a cock and coca – cola
is accepted by all sort of people”

Customer Cost

Customer cost is the amount of money by which customer purchase the product. Customer satisfaction
on customer cost depends on list price and discount offer. Through this survey we find customer
satisfaction on customer cost. The curve is given below.
The Failure of Suzuki Liana

Product

Suzuki launched their new car in 2005 “Suzuki Liana”. The basic issue of failure of this car was in its
product. It had several issues in its engine as well as mechanical and technical issues. Suzuki Liana has
1300cc engine installed, also it gives a good mileage, both fueling options are available in CNG and Petrol
as well. It comes in five different shades including white, sky, Silver, graphite gray and eminent blue.

Price

Rs. 1,300,000 Was when it was launched, but after the failure it has its resale value which in now as in
2014, the production of liana has currently stopped so there is no current price. Due to his price at the
time of launching, the other competitors such as Toyota and Honda gave them a tough competition

Promotion

Suzuki left no space in promoting their cars. They used pan flex banners; TVCs as well as they promoted
their cars in several magazines

Place

The cars were placed at Suzuki`s officials showroom as well as they were easily available with the dealers,
who dealt with not Suzuki only but several other companies` cars as well

Market Segmentation

The company targeted upper class and upper middle class, as the price was thirteen lacs at the time of
launching their car, it could only be afforded by the above-mentioned classes. The company didn’t waste
its time promoting their car to middle class or lower middle class or didn’t even came up with any kind of
schemes which would declare that they are targeting all varies of classes.