MARKETING MIX

PRODUCT
• Has the widest portfolio in beverage industry
comprising of 3300 products.
• As per Nielson’s data, Coca cola is the No.1
brand in sparkling beverages, juice, and retail
packaged water in 2010.
 PRODUCT
• Constantly research and develop more new
products.
 PRODUCT
• Adding new flavors to traditional products to
meet the tastes of consumers.
 PRODUCT
• In 2016, Coca-Cola launched Coca-Cola light
and Coca-Cola zero which directly compete
with Pepsi  meet consumers' tendency to
use low sugar drinks to avoid obesity and
serious sugar-related illnesses.
 PRODUCT
• Come in different sizes and shapes  help
customers choose the right amount of drink.
• All the bottles and cans are 100% recyclable.
 PROMOTION
• Keys promotional mix tools:
1. Advertisement
2. Direct Marketing
3. Interactive Marketing
4. Sales Promotion
5. Publicity and Public Relations
6. Personal Selling
7. Public Social Responsibility
 1. Advertisment: TV
• Every Tet holiday, Coca-Cola Vietnam always
brings meaningful messages such as: “Trao
Coca-Cola chúc An Tài Lộc”; “Làm mới tết, Vui
gắn kết”; “Quà tết ý nghĩa”, etc.
1. Advertisment: Outdoor
 2. Direct marketing
• Partners with various restaurants, movie theaters,
etc. to carry its product  a customer orders a drink,
the only brand they are offered is CocaCola forces
them to buy a drink from that brand forces out
other competition, keeps the restaurants, or other
businesses, purchasing their product over and over
again.
 3. Interactive marketing
• Uses the internet to promote its
products.
• Has its own website allows
customers to become interactive
through various games, contests,
shopping  Enables consumers
to find out how they can help
their community.
• Uses various social networking
sites: Facebook, YouTube, Twitter
 Helps to reach to those
consumers who can’t afford to
spend time on T.V and are always
online
 4. Sales promotion
• Consumer - Oriented sales
promotion:
 Getting Shelves
 Eye Catching Position
 Under The Crown Scheme

• Trade - Oriented sales

promotion:
 Discounts to retailers and stores
 Return back allowances
 Merchandising assets
 Free goods or free tours
5. Publicity and Public Relations
 6. Personal selling
• Has many salespeople, who
are individuals representing
the company to
communicate, sell, service,
and build relationships with
customers  Form close
relationships with the
customers in order to
continue business with
them.
• Thus though minimum, the
company also thus have
many sales people for
personal selling.
 7. Public Social Responsibility
• Coca-Cola accompanies with the charity
running events.
 PRICE
• 3P strategy:
 Price to value: consumers are not only able to
buy coca cola but also benefit from the product.
 Pervasiveness (spread): consumers can buy coca
- cola everywhere.
 Preference: make consumers not only love the
product but also ensure that Coca is the first
choice when they finding for their drinks.
 PRICE
• 3A strategy:
Affordability Coca Cola selling price is guaranteed
to suit everyone, anyone can buy it.
Availability: Consumers can buy Coca whenever
and wherever.
Acceptability: Coca Cola make customers love and
feel happy when using the product.
PRICE
 PLACE
• Coca-Cola is available all over
the world.
• In Vietnam, Coca-Cola
beverage products are
manufactured at 3 factories in
Ho Chi Minh City, Hanoi and Da
Nang.
• Coca-Cola's distribution
network throughout the
country, from large cities to
rural areas, from general
agents to small shops
(restaurants, café,
supermarket, convenient store,
vending machines, etc.)