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Marketing Mix Four Ps:



Coca-Cola is the most popular and biggest-selling

soft drink in history, as well as one of the most
recognizable brands in the world.

Created in 1886 in Atlanta, Georgia, by Dr. John S.

Pemberton, Coca-Cola was first offered as a
fountain beverage at Jacob's Pharmacy by
mixing Coca-Cola syrup with carbonated water.


Introduced in 1961, Sprite is the world's leading

lemon-lime flavored soft drink.

Sprite is sold in more than 190 countries and ranks

as the No. 3 soft drink worldwide.

With a unique citrus taste, Fresca is a caffeine-free soft
drink for discriminating adults. Fresca was introduced in
the United States in 1966 as a calorie-free grapefruit-
flavored drink. Its bubbly, crisp, light taste provides a
flavorful beverage to consumers who want great citrus
taste in a calorie-free soft drink. Fresca is sweetened with
sugar in some parts of the world.

Introduced in 1940, Fanta is the second oldest brand of
The Coca-Cola Company and our second largest brand
outside the US. Fanta Orange is the leading flavor but
almost every fruit grown is available as a Fanta flavor
somewhere. Consumed more than 130 million times
every day around the world, consumers love Fanta for
its great, fruity taste.


Diet Coke, also known as Coca-Cola light in some

markets, is a sugar- and calorie-free soft drink. It
was first introduced in the United States on August
9, 1982, as the first new brand since 1886 to use
the Coca-Cola Trademark. Today, Diet Coke/Coca-
Cola light is one of the largest and most successful
brands of The Coca-Cola Company, available in
more than 150 markets around the world.


Coke Zero was Coca-Cola's largest product launch

in 22 years and launched in 2005, reaching billion-
dollar status in 2007. Coca-Cola Zero offers great
Coke taste, uplifting refreshment and zero sugar.

Coca-Cola Life is a reduced-calorie cola sweetened with cane sugar and stevia
leaf extract.
At 60 calories per 8-oz. glass bottle, Coca-Cola Life
has 35 percent fewer calories than other leading

Stevia, a sweetener with zero calories, is obtained

from the leaf of the stevia plant. Together with cane
sugar, stevia leaf extract gives Coca-Cola Life its
delicious, sweet flavor.

Coca-Cola Life is the perfect refreshing beverage to

enjoy throughout summers sweetest moments and
pairs well with some of your favorite seasonal

POWERADE combines carbohydrates,
electrolytes with fluids for energy and hydration. It
quenches thirst and replenishes minerals and
carbohydrates lost during sports or other intense
activities. In most markets, POWERADE is
scientifically formulated with the ION4 Advanced
Electrolyte System, which helps replenish 4 key
electrolytes lost in sweat: Sodium, Potassium,
Calcium, & Magnesium.


Ciel is a purified, noncarbonated bottled water that

has been enjoyed by consumers since 1996. Ciel
Mineralized, a bottled mineral water, became
available in Mexico in 2001.


Price is a very important part of the marketing mix as it can affect both the
supply and demand for Coca Cola. The price of Coca Colas products is one of
the most important factors in a customers decision to buy. Price will often be
the difference that will push a customer to buy
Our product over another, as long as most things are fairly similar. For this
reason pricing policies need to be designed with consumers and external
influences in mind, in order to effectively achieve a stable balance between
sales and covering the production costs. Price strategies are important to Coca
Cola because the price determines the amount of sales and profit per unit 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.
The basis for Coca Colas pricing strategy is pre-existing industry benchmarks.
This would entail glass bottles retailing for 20rs with the condition of return upon
use. As far as targeting of green consumers is concerned, there would be a
10rs markup on the 500ml bottle as production of environmentally friendly
plastic bottles incurs value-added costs
Undoubtedly, inflated prices are a detriment to the overall sales volume of Coca
cola; however, through an intense and carefully channeled marketing message,
the price of the bottle will be compensate


Selecting the most appropriate distribution channel is important, as the choice

will determine sales levels and costs Coca Cola Company has the distinct
privilege of boasting a highly sophisticated, world-renowned supply chain
system established over decades. It is significant to note that Coca Cola has
come to achieve such an incredibly well-integrated operations system through
constant major restructuring, as well as the more subtle tweaks required to
create an almost self-sufficient producing machine.
The choice for a distribution channel for any business depends on numerous
factors, these include:

How far away the customers are;

The type of product being transported;
The lead times required; and;
The costs associated with transport

There are four types of distribution strategies that Coca Cola could have chosen
from, these are: intensive, selective, exclusive and direct distribution. It is
apparent from the popularity of the

Coca Colas product on the market that the business in the past used the
method of intensive distribution as the product is available at every possible
outlet. From supermarkets to service stations to your local corner shop,
anywhere you go you will find the Coca Cola products


In todays competitive environment, having the right product at the right place in
the right place at the right time may still not be enough to be successful.
Effective communication with the target market is essential for the success of
the product and business. Promotion is the p of the marketing mix designed to
inform the marketplace about who you are, how good your product is and where
they can buy it. Promotion is also used to persuade the customers to try a new
product, or buy more of an old product

The promotional mix is the combination of personal selling, advertising, sales

promotion and public relations that it uses in its marketing plan. Above the line
promotions refers to mainstream media: Advertising through common media
such as television, radio, transport, and billboards and in newspapers and
magazines. Because most of the target is most likely to be exposed to media
such as television, radio and magazines, Coca Cola has used this as the main
form of promotion for extensive range of products. Although advertising is
usually very expensive, it is the most effective way of reminding and exposing
potential customers to Coca Cola Products. Coca Cola also utilizes below the
line promotions such as contests, coupons, and free samples. These activities
are an effective way of getting people to try your product