Assignment-01

Marketing of Services

Submitted By,
Christy Sony
M200056MS

Question: - Associate your selected brand with the 7P’s of marketing

Brand Identified: - Coca-Cola

About the company: - Coca-Cola is the world's largest non-alcoholic beverage

brand and one of the two main brands in the soda market. Coca-global Cola's
dominion stretches across more than 200 countries. The company offers a
diverse range of sparkling and still beverages.
The soda sector has been hit hard by the economic downturn, and currency
changes have impacted the earnings of major beverage brands post-recession.
Because of the increased popularity of health beverages and other health
trends, soda drink consumption has decreased.
Since the pandemic, people have become more aware. Coca-Cola, on the other
hand, continues to dominate the soda sector, with only Pepsi as a serious
competitor.

1) Product: -

Coca-Cola has 500 sparkling and still beverage brands in its portfolio. There are
over 3,900 beverage options.
Coca-Cola, the company's flagship product, is one of the most well-known and
valuable brands in the world. Its portfolio includes 21 billion-dollar brands, 19
of which are low- or no-calorie options.
The following are some of Coca-most Cola's well-known brands:
a) Coca-Cola is the world's most popular and highest-selling soft drink, as
well as one of the most recognisable brands.
b) Sprite is a popular soft drink with a lemon-lime flavour that was first
produced in 1961.
c) Fanta is Coca-second-oldest Cola's brand, having been created in 1940.
It comes in an orange flavour.
d) In several markets, Diet Coke is referred to as Coca Cola Light. A calorie-
and sugar-free soft drink. In 1982, it was first introduced.
e) Coca-Cola Zero: Introduced in 2005, this sugar-free beverage became a
million-dollar brand in 2007.
f) Life with Coca-Cola: Cane sugar and Stevia leaf extract combine to make
a low-calorie beverage.
g) Minute Maid is a juice brand that Coca-Cola purchased in 1960.
h) Ciel is a non-carbonated, purified bottled water that was first marketed
in 1996.
i) Powerade is a hydration and energy drink that contains carbs,
electrolytes, and fluids.
j) Powerade zero is a sports and fitness drink that is low in calories and
high in electrolytes.
k) Simply orange is a premium 100% orange juice that comes in six
different flavours.
l) Fresca is a non-caffeinated soft drink with a distinct citrus flavour.

2) Place: -
Coca-Cola has a large beverage distribution network.
It sells its products in over 200 countries across six operating regions: Europe,
Latin America, North America, Pacific, Eurasia, and Africa.
Coca-Cola sells 1.9 billion servings every day on average. The packaging and
distribution of the company's products has traditionally been handled by its
bottling partners.
Grocery stores, restaurants, street vendors, convenience stores, movie
theatres, and amusement parks, among others, work closely with its bottling
partners. They work together to implement Coca-localized Cola's initiatives.
These customers are the ones who sell Coca-Cola products to the end users.
Coca-Cola, which has been in business for over 130 years and operates in over
200 countries throughout the world, has accumulated a vast distribution
network as a result. Their wide distribution network highlights their place
strategy. Coca-Cola manufactures the beverage and distributes it to bottlers all
over the world using its patented formula.
The company owns and manages the brands, as well as manufacturing and
supplying concentrates, beverage bases, and syrups to bottling plants. The
finished branded beverages are subsequently packaged, merchandised, and
distributed to their vending partners, who ultimately sell them to consumers.

3) Price: -
Pepsi is Coca-arch-rival Cola's and the beverage industry's closest competitor.
Both brands offer competitive pricing on their items. Prices are not too high to
be out of reach for most clients, nor are they too low to give the appearance of
poor quality.
Coca-price Cola's strategy is designed to encourage customers to stick with the
brand. Furthermore, as demand for soda products declines, pricing
competition between Coca-Cola and Pepsi has intensified. As the box size
grows larger, the prices decrease.
Bulk purchasers of the product may be required to pay much cheaper costs
than those purchasing Coca-Cola products individually.
Coca-marketing Cola's mix includes a price discrimination approach. This
implies that various prices are charged for products in different segments.
With a small number of sellers and a high number of buyers, the beverage
market is termed an oligopoly. Coca-Cola and Pepsi are the two most powerful
brands in the country. As a result, Coke products in similar niches are priced
similarly to Pepsi products.
Consumers in developing countries such as India are price sensitive, and if
Coca-Cola prices their products excessively high in comparison to Pepsi in a
certain segment, they may switch. As a result, both sides have agreed to keep
each segment's pricing parity. Coca-Cola also offers bulk purchase savings by
bundling items.

4) Promotion: -
Because of the fierce competition in the soda sector, the leading brands spend
a lot of money on advertising to boost sales and revenue.
In 2016, Coca-Cola spent $4 billion on marketing. The marketing budget
increased to $4.1 billion in 2018. It promotes its brand and products using both
traditional and modern media. In 2016, Coca-Cola introduced the Taste the
Feeling campaign, which combines all of the company's brands.
Coca-one-brand Cola's strategy is a substantial departure from the company's
prior marketing strategy. Aside from television commercials and outdoor ad
campaigns, the corporation advertises on the internet and through social
media. It uses its social media profiles to communicate with its fans and
followers as well as to engage with customers.
In terms of advertising and branding, Coca-Cola is the gold standard. Coca-
marketing Cola's strategy centres on aggressive advertising through media
channels such as television, online commercials, print media, sponsorships,
and so on. Coca-Cola sponsors a variety of events, including American Idol, BET
Network, NASCAR, NBA, NCAA, Olympic Games, and FIFA World Cup.
Coca-Cola also broadcasts commercials in a number of other national
languages around the world. In March 2016, Coca-Cola launched the "Taste the
Feeling" campaign in India, with the goal of reminding people of the joy and
happiness that Coke brings to their lives. Coca-Cola has grown into a mass-
market beverage that can be found at any time and in any location.

5) People: -
Coca-Cola is a significant employer that places a premium on strategic human
resource management in order to help its employees advance in their careers
and find job happiness. The overall number of Coca-Cola employees increased
to 86,200 in 2019, with 10,100 of them working in the United States. In the
twenty-first century, employees are a source of competitive advantage.
As a result, organisations like Coca-Cola have introduced human resource
management practises that allow employees to be more empowered and
satisfied at work. In addition, the organisation has built a system of rewards
and recognition that helps to increase staff retention.
They distinguish between monetary and non-monetary incentives. They have
financial incentives for inventive ideas, workers of the quarter based on their
accomplishments, and annual and quarterly bonuses for goal success.
Personal development, the opportunity to reach full potential, and the
opportunity to be promoted are among their non-monetary motivator
incentives. They take pride in promoting internal promotions, education,
recognition, accomplishments, challenges, and accountability. Performance is
tracked and quantified in their firm through seven main achievement
categories.

6) Process: -
The Coca-Cola system encompasses the Coca-Cola business as well as its
approximately 225 bottling partners. These bottling partners, as well as a wide
distribution network, assist the company's international business operations.
Coca-Cola offers concentrates and syrups to bottling partners that it
manufactures in its concentrate operations. This is where the majority of the
company's net operational revenues come from. Coca-bottling Cola's partners
create the final product that is sold to customers all over the world.
They produce, bottle, sell, and distribute finished beverages by combining
concentrates with still and/or sparkling water, and/or sugars, depending on
the product. Coca-finished Cola's product operations primarily consist of
company-owned or controlled bottling, sales, and distribution.
A positive outlook on life Its packaging has also aided in growing brand
awareness by being handy to store on shelves and place in freezers, among
other things. Its availability in various sizes has improved its accessibility, and
its availability has enhanced its awareness. The company has provided
infrastructure to ensure that their product is delivered in a professional
manner.

7) Physical evidence: -
Coca-Cola has physical operations all around the world. The company's
physical infrastructure includes its concentrate manufacturing facilities, as well
as its headquarters and other regional offices across the world.
On a daily basis, we also come across a lot of physical evidence relating to
Coca-company. Cola's Aside from Coca-Cola bottles and promotional materials,
there is a lot of items in different retail stores that counts as tangible evidence.
The Coca-Cola logo can be found on the bottles, as well as in ads and
promotional materials. There isn't a single location on the planet where you
won't find proof of Coca-operations.
The Coca-Cola Company states that the beverage is distributed in over 200
countries, including the United States, Canada, the United Kingdom, France,
Germany, Australia, and New Zealand. Spain India Japan/Indonesia Pakistan,
the Philippines, Poland, and Russia are among the countries involved. Coke is
now available in every country on the planet. Every day, 1.6 billion people are
served. In 2009, their flagship brand sold 9.8 billion cases globally. Coca-Cola
has been extensively implementing digitalization in order to meet the needs of
customers and current world trends, like being available on social networking
sites and having their own official websites.