Coca Cola Essay -- Business and Management Studies

coca genus green goddessThis essay is regarding the most famous leisurely drink in the world cocaCola. Coca Cola was invented by Dr. John Pemberton on May 1886.Pemberton mixed the combination of lime, cinnamon, coca leaves, andthe seeds of a Brazilian shrub to make the beverage. As time goes by, CocaCola company has already become the worlds largest company and the leaderof soft drink producers. Why the company did so successful over onehundred years? Besides the reason that the product is very tasty, anotherimportant reason is the companys marketing strategy. The 4 Ps (i.e. product,price, place, promotion) will be talked about as following.PRODUCTThe Coca Cola Company has almost 400 instigants of beverage. It marketsfour of the worlds top five soft drink spots (Classic, Sprite etc).Consumers in nearly 200 countries enjoy The Coca Cola companys products every day.The original and the best sell brand is Classic. It probably is themost peoples first choice. However, The Company does not rely on solelybrand it is keep developing new brand to satisfy consumers need. Forinstance, in response to the burgeoning popularity of low-carbohydrate diet, Coca Cola developed a low-carbohydrate alternative to Coke classic, which iscalled Coca Cola C2. It went on sale in Canada in August 2004. Brandrecognition is also important. Coca Cola uses white text on a red background, with the words being instead bold. It is really attract consumers. There arevarieties types of packaging available, such as 2 L bottle packet boat, 1 L bottle package 24 can package, 12 can package and 8can package etc. Usually, most 1 Lbottle packages are sold in vending machine. damageCoca cola is based on adaptive pricing strategy. It allow differentstores set different prices. It also uses odd pricing strategy. Forexample, a 24-can package of Coke classic is $8.99 rather than $9.00. 2L Coke classic is $0.99, and so on. Sometimes, Coke offers special prices, like if customers buy three 12-can p ackages Coke for only $10.00. Coca Cola can creates low price, because it recycles the used cans, and has high-tech production line with massive production.PROMOTIONCoca cola has some impressive advertising on TV. And, in that location is somecontests for customers. For example, the company set a couple of millionprize, after customers purchased Coke, the... ... as original one. The price of the Coke productmay keep constant, purge though the Coca Cola company will face inflationproblem. In the mean time, the high-tech producing line should take over oldone, and void the cost as low as practical, then, using cost-oriented pricingstrategy. It will let Coke classics price more competitive to conjure upmy target market. I will make the promotion in happy and peaceful style. Sportscan also used in promotion, for example, young adults favorite sport-hockey. With the increase young adults population, I will use intensivedistribution, and put Coke classic into as many place connecte d with youngadults as possible such as restaurant, bars, and postsecondary school, and soon. It is possible to gain more Market share.WORKS CITEDStatistics Canada Home Page. 28 July 2004. Statistics CanadasInternet Site. 9 October 2004 .Coca Cola Home Page. 2003. The Coca Cola Company. 9 October 2004The Beverage Net Work Home Page. Beverage Digest/Maxwell RanksU.S. Soft Drink Industry for 2003. 4 March 2004. BevNET.com,Inc. 9 October 2004. http//www.bevnet.com/news/2004/03-04-2004-bevdigest_maxwell_2003.asp.