MM S1

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Lahore University of Management Sciences, Lahore *

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AMC100

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Marketing

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Nov 24, 2024

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Introduction The Coca-Cola Company is an American multinational beverage corporation, that became world- renowned soon after its inception in 1892. While the company offers many beverages and has expanded its product portfolio extensively over the years, its name remains to be strongly synonymous with its classic cola drink. For leading businesses, having a strong online presence is a must and it is one of the reasons why the company invest so much in marketing – marketing has been the main reason behind Coca-Cola’s success. Currently, digital marketing has become more relevant than ever since businesses need to have an online business to stay in the game. Marketing Mix Product Strategy Coca-Cola has diversified its products vastly over time. The company offers 500 sparkling and still beverage brands in its portfolio. There are over 3,900 beverage options in total in its product mix. Although Coca-Cola, the company’s flagship product, is one of the most well-known and valuable brands amongst all. The following are some of Coca-most Cola’s well-known brands:  Coca-Cola- It is the world’s most popular and highest-selling soft drink, as well as one of the most recognisable brands.  Sprite- Is another popular soft drink with a lemon-lime flavour that was first produced in 1961.  Fanta- Is Coca-second-oldest Cola’s brand, having been created in 1940. It comes in a signature orange flavour.  Diet Coke- In several markets, Diet Coke is referred to as Coca Cola Light. A calorie- and sugar- free soft drink. It was first introduced in 1982.  Coca-Cola Zero: Introduced in 2005, this sugar-free beverage became a million-dollar brand in 2007. Price Strategy Coca Cola follows a price discrimination strategy in its marketing mix. This means that they charge different prices for products in different segments. The beverage market is considered an oligopoly, with a small number of sellers and a large number of purchasers. And Coca-Cola and Pepsi are their two most powerful brands. Hence, Coke products are priced similarly to Pepsi products in the same segments. Consumers in developing nations like India are price sensitive and may flip if Coca-Cola prices its goods too high in comparison to Pepsi in a certain segment. As a result, both parties agree to preserve price parity in each segment. Coca-Cola also provides discounts on bulk purchases by bundling items.

Place and Distribution Strategy Coca-Cola, which has been in business for more than 130 years and operates in more than 200 countries throughout the world, has thus amassed a massive distribution network. Their place strategy is highlighted by their extensive distribution network. The Coca-Cola company manufactures the beverage using its patented formula and distributes it to bottlers across the world. The company itself controls the brands and is in charge of consumer brand marketing campaigns as well as manufacturing and selling concentrates, beverage bases, and syrups to bottling plants. Their bottling partners then manufacture packages, merchandise, and distribute the finished branded beverages to their vending partners, who finally sell them to consumers. Its products can be found in practically every retail shop and supermarket. Coca-Cola products are sold at 2.5 million stores in India. Their products are also distributed in a variety of hotels and restaurants around the world. Promotion Strategy Coca-Cola is the gold standard in terms of advertising and branding. Coca Cola’s promotion strategy focuses on aggressive marketing through ad campaigns using media channels such as television, online commercials, print media, sponsorships, and so on. Coca-Cola sponsors important events such as American Idol, BET Network, NASCAR, NBA, NCAA, Olympic Games, FIFA World Cup, among others. Coca-Cola also airs commercials on television in a variety of national languages around the world. Coca- Cola started the “Taste the Feeling” campaign in India in March 2016, intending to remind people of the joy and happiness that Coke delivers to their life. Coca-Cola has evolved into a mass-market product that is expected to be available at any time, anywhere. Improve their marketing mix in response to the trends To respond to the above environmental trends, the company should improve its marketing mix by producing sustainable goods of high quality. On products, the company should lower the usage of water during the production phases. It is also advisable to recycle the already used water for sustainability. Additionally, the company can embrace a friendly environmental packaging of its products. Viable goods should be delivered at the right time and place to ensure that they are supplied constantly to the consumers under sustainable environmental protection. On place, the company should distribute its products in areas where the weather is warmer and the water is lower in quantity. This is because costumers would appreciate a sustainable supply of beverages. It is also advisable to manufacture or establish production plants at places full of water. These will help in curbing the concerned environmental atrocities caused by the company.

On promotion, the packaging of the product and its appearance should be changed in regard to the demands of the customers and environmental preservation quests. It is crucial for the company to send a persuasive message that Coca-Cola products are environmental friendly. This can act as an example to the entire society. To obtain a viable business activity, Coca-Cola should be more creative when carrying out some promotional events. By choosing the best method of advertisement that can reach many customers, the demand will shift in favour of the product and environmental sustainability quests. Creation of other business social networks will also stretch market opportunities and environmental protection campaigns. Consumers can get more information on how to conserve the environment and water catchment areas. Besides, it will reduce the cost that would have been used in carrying out promotions and advertisements. On pricing, the company should also tag an affordable price to its products. This can include the percentage of cash that will be redirected to the environmental protection strategies. This will help in overcoming the pressure created by other companies producing related products. There should be correct pricing and distribution of goods and services to the consumers at the right location and at the required quantity. This company should also identify a reliable environmental sustainability program to ensure that there is some efficiency. To generate good sales revenue, the price of the product should be accepted by the consumers and the community at large. When the prices are High or low and the customers are not willing to buy, then the organisation will realise low sale turnout. Additionally, channels of distribution are supposed to be increased to ensure that this product can reach customers in both urban and rural areas. How the organisation can use appropriate digital marketing strategies, including an analysis of E-marketing and M-marketing strategie

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