Marketing Management

(MKT-202)

“Marketing Audit of Coca-Cola

Company”

Submitted To:
Mohammed Nafeez Al Amin
Assistant Professor
Department of Business Administration
Daffodil International University

Submitted By:
Kazi Faisal Ahmed
ID: 212-11-1302
Section: DSC-A
Department of Business Administration
Daffodil International University
History of Coca-Cola Company: The Coca-Cola Company is an American company that was founded in
1892 by Asa Griggs Candler. Its headquarter is in Atlanta, Georgia, United States. They produce and sell
soft drinks like Coca-Cola, Sprite, Fanta, Diet Coke, Kinley bottled water, Thumbs Up charged, and many
more. Coca- Cola is the largest beverage manufacturing company as it has more than 2800 products
available in more than 200 countries.

The mission of Coca-Cola Company: To refresh the world and make a difference.

The vision of Coca-Cola company: The vision of Coca-Cola company is to craft brands and
choices of drinks that people love, to refresh them in body and spirit. And done in ways that
create a more sustainable business and better-shared future that makes a difference in people’s
lives, communities, and our planet.

Product Introduction: From the product list of Coca-Cola company I choose “Fanta” to do
today's marketing audit using 4Ps. Fanta orange is a bright, bubbly, and a popular favorite soft
drink with a tangy, fruity taste. Over the years Fanta has occupied a strong marketplace in
Bangladesh
.
Marketing Audit of Fanta Using 4Ps: The 4Ps of marketing is the key factor involved to do
marketing of a good or service. The 4P stands for, 1) Product, 2) Price, 3) Promotion, and 4)
Place. Following is the marketing audit of Fanta using 4Ps: -
1. Product: The product is the main point of a marketing mix. All the marketing activities
start with the product. The product includes use, design, packaging, quality, features,
colors, and size options. The product Fanta is unique in design and best in quality. Mainly
Fanta is well known among young customers for its vibrant color and tempting taste.
Fanta is available in three sizes, 200ML, 250ML, 500ML, and 1.25L.
2. Price: Price is the monetary value of the product that has to be paid by the customers to
own the product. There are four different prices of Fanta is available.
A) 200ML-15Tk
B) 250ML-20Tk
C) 500ML-30TK
D) 1.25ML-55TK
3. Promotion: Promotion is used to inform the consumers about your product as well as
pursue them to buy your product. The Coca-Cola Company uses television ads, social
media ads, flyers, posters, and many more ways to advertise their product, Fanta.
4. Place: Place is the point where products are made available for the customers. The
margin of profit of a company depends on how quickly they are turning over its products
to its customers. The Coca-Cola Company makes Fanta available for the customers
through super shops, general stores, shopping malls, and small stores.

Position of The Product: The product Fanta is already doing good in the market but it can be better. The
product is mostly targeting young people leaving behind a huge number of consumers. Again, the price
of the product seems fair but poor people will not think about buying this product. The Coca-Cola
company should promote their product Fanta more as in most occasions, people tend to buy the
product Coca-Cola or sprite rather than Fanta. Also, because of low demand shopkeepers do not sell the
product Fanta in their shops.

What Coca-Cola Company Can Do to Make Their Product Great: The product Fanta is targeting only the
young customers. To increase the size of the targeted consumers the Coca-Cola Company should make
available some other variations of the product Such as, Zero Fanta, Mango Fanta, Grapes Fanta, Berry
Fanta etc. Also, to target the poor customers the Coca-Cola Company can reduce the amount of drink in
a bottle and reduce the price as well. Now, the company needs to promote the product more and to do
so they can use discounts, or campaigns. These methods will attract some consumers and may become
permanent. And lastly to sell more of this product the Coca-Cola Company can set some vending
machines in the markets or super shops. By this the Coca-Cola Company will be able to increase the
sales of the product Fanta and increase their targeted consumer number.