Coca Cola Marketing Mix Essay

Soft Drink demand market is very strong all over the world. Now there are 2 major confederacy of Soft Drinks Coca Cola Pepsi Co they are competitors to each other. The worlds largest beverages company Coca Cola began more than a century ago. The Coca Cola company world headquarter is at Atlanta Georgia, USA. Formation of Coca Cola company was in a simple way, only today it is spread worldunsubtle. It has a Wonderful history and an exciting future.From sometime before 1970-s Coca Cola had started doing business in India. But due to changes in the policy of Indian Government, Coca Cola had to wind up its business from India in 1977. After 16 years, in 1993 it again started doing business in India with one of its subsidiary company Coca Cola India Private Limited. It gradually went in for merger by acquisition the motley well known crossways to confirmation the direct competition from the local market.Coca dope is the discoloration with the highest brand equity. No doubt it ha s gone by means of and through the ups and downs of business to reach that position. The marketing mixing of Coca cola has been changing over time with more and more products being added such that today it has 3300 products. So what is the marketing mix of Coca cola?ProductThe company has the widest portfolio in beverage industry comprising of 3300 products. Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etcetera As per Nielsons data, Coca cola is the No.1 brand in sparkling beverages, juice, and retail packaged water in 2010. Coca cola has its market front around 200 countries. Coca cola brands in India are Fanta, Maaza, Limca, sprite, Thums up, Minute Maid, Nimbu fresh, Nested iced tea etc.Coca-Cola do its return to India COCA COLA in 1993 and make significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation.Sprite has not only effected itself as a brand which victorfully boasts its cutthru perspective with an authentic, edgy, irreverent, urban and straight forward ardor, but has in addition achieved status of an undisputed y issueh tag brand.Fanta entered in the year 1993. Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting Taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment.Limca has remained unchallenged as the No.1 Sparkling Drink in the Cloudy lemon Segment. The success formula is the sharp fizz and lemoni bite combined with the Single minded proposition of the brand as the provider of Freshness.Maaza has today come to comprise the very spirit of mangoes. Universally loved for its taste, color, thickness and wholesome properties, Maaza is the mango lovers first choicePriceDue to the availability of wide range products the pricing is done accordingto the market and geographic segment. Each sub -brand of coca cola has different pricing strategy. Their pricing strategy is based on the competitors pricing, Pepsi is the direct competitor to coke. Beverage market is said to be a oligopoly market (few sellers and large buyers), hence they form into cartel contract to ensure a mutual balance in pricing between the sellers.Price strategies are important to Coca Cola because the set determines the amount of sales and profit per unit of measurement sold. Businesses have to set a price that is attractive to their customers and provides the business with a good level of profit. Long before a sale was ever made Coca Cola had developed a forecast of consumer demand at different prices which inevitably determined whether or not the product came on the market, as well as the allocation of adequate money and resources to produce, promote and distribute the product.PlaceCoca cola is the worlds most favourite brand and is available all over the world. The distribution system of coca cola follows the FMCG distribution pattern. The effective distribution network of coke has almost eroded the weakened and middle level players in the market. In India they have captured even the rural market by extensive distribution and have eroded the market cope of Bo onto, Kalmar etc.PromotionCoca cola adopts various advertising and promotional strategies to create an increased demand in the market by associating with life style and behaviour and in the first place targeting value based advertising. You are more likely to see a coke ad individualised for a particular feast or in with a general positive message. Coca cola uses CSR as its marketing tool to gain emotional benefits in consumers mind. The current promotions through CSR include Support my school campaign with NDTV.It has many brand ambassadors like Shahrukh khan, Hrithik Roshan, South Indian Actor Vijay and Trisha , Ghambir, Aamir khan etc and has signed contract recently with Imran khan. It allows price discounts and allowances to distributors and retailers in order to push more products into the market. It employs both pushstrategy through promotions and pull strategy through advertisements and campaigns.Company introduces different themes and concepts to sell their product and advertises mainly in electronic media and out of home advertising. These advertisements build brand image and create awareness. Big names of Indian film industry mainly become the brand ambassadors of the Company. Throughout the years, the slogans of the Coca-Cola have been memorable. For E.g. Thanda Matlab Cola-Cola Jo chaho ho jae Cola-Cola enjoy Coca-Cola-Piyo sir utha ke BrrrrrrrCoca Cola on a regular basis Advertise through Billboards, Hoardings. They vex the prime locations of the Urban and Semi Urban areas to advertise their products Bill Boards are used on Highways, main City roads, Across big buildings, Shops etc. overly in India the Coca-cola can be seen painted on walls, bus stands, dhabas etc focusing in r ural areas if IndiaCoca-Cola uses direct marketing in many ways. First, the company partners with various restaurants, movie theatres, etc. to carry its product. This way, when a customer orders a drink, the only brand they are offered is Coca-Cola, which forces them to buy a drink from that brand. By doing this, Coke forces out other competition, and keeps the restaurants, or other businesses, purchasing their product over and over again. E.g. Mc Donalds. According to mobilemarketingmagazine.com, Coke uses mobile graphics and texts to appeal to markets on a more personal level. Coca Cola also sponsors various sporting events in India and around the world in major sport events like Cricket, Football, Hockey, majestic and Motor Racing etc.Coca-Cola uses the internet to promote its products. The company has its own website, which is quite simple to navigate through. The website allows customers to become interactive through various games, contests, shopping, and through a special sec tion of the website that enables consumers to find out how they can help their community. Also in the modern era of communication and networking, the company uses various hearty networking sites like Facebook, YouTube, Twitter to connect with the consumers. Theinternet marketing thus helps to reach to those consumers who cant afford to spend time on T.V and are forever online