Question

with regards to the Coca-Cola company, outline and explain each element of its marketing mix with regard to its product.

Answer 1

Product: Coca-Cola has a wide range of products, in total approx. 130 to offer. And, they offer these products in various packaging and sizes with the logo of Coca-Cola clearly visible on every sizes of bottle and can. Apart from the sizes, these bottles are uniquely shaped to make the bottle look different from other.

Price: Coca-Cola keeps different pricing strategy for different products and segments. Since Pepsi is it’s biggest competitor, Coca-Cola has to keep its prices as such to compete with Pepsi’s products. It also offers discounts on bulk purchases.

Place: Being a world leader and with presence in over 200 countries across the globe, Coca-Cola has developed a very wide distribution network. It shows the place strategy of Coca-Cola’s marketing mix. The Coca-Cola has a secret formula for its beverage which it transports to various bottling plants across the world. With an extensive distribution channel, Coca-Cola products are available in almost every retail outlet and supermarkets across the world.

Promotion: Coca-Cola promotes its products with very well crafted promotional strategies. They run various kinds of ad campaigns using media like TV, online ads, print ads, print media etc. They also involve in sponsorship of many events like NASCAR, NBA, NCAA, FIFA world cup, Olympic Games and many others. They also give special incentives to the distributors and retailers who push their products. Coca-Cola is also involved in various CSR activities.