Marketing Management Project on Coca cola Mian Badshah Academia

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Marketing Management Projecton Coca cola

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Chapter #2



THE MARKETING PROCESS

Need, Want and Demand:-

The coca-cola company at the beginning sells medicine,

when they analyze the need of the customer toward soft drink,

in that Era when they identify that soft drink is also the want

and demand of people, then they decided to come into soft

drink business, the medicine that they are selling change there

name i.e. “Pemberton's French Wine of Cola (later known as

Coca-Cola)”

The demand is unprecedented, and we see it every day in our

sales numbers. But it's not especially surprising, as consumers

become aware of the role of calories consumed and calories



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become aware of the role of calories consumed and calories

burned in the obesity equation.

Now a day major Customers Needs are:

First of all the majority don’t care that what they are going to have. In other words, they don’t

care before drinking that whether it is “Pepsi” or “coke”. They don’t actually differentiate

between these two brands in order to their tastes.

Consumers basically drink what they get.

They believe on “WHAT COLD THEY SOLD”

Consumer’s availability in brands is basically works like:

Push availability

Pull consumer’s demand.

For this reason Coca-Cola have provided their coolers and freezers in the market. They have

maximum number of coolers and freezers in the market. They provide this infrastructure free of

cost just to provide chilled coke to their customer, which they want to be purchase.

Their salesman and mechanics regularly visit all the shops where coke has its infrastructure to

check that either it is in proper condition or not, if not then they immediately change or repair it.

Customer Driven Market Strategy:-

Market Segmentation:-

Regional segmentation: By continent, State,

Country or Neighbor hood.

Regional offices

Regions or province or cities

Size: Segmentation according to size of population.

Population

Target market population

Population density: Often classified as urban or rural.



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Climate: Segmentation according to weather condition.

Demographic: Segmentation according to age, gender, family size.

Target Market:-

Coke’s commercials basically based on young generations, so, the young

generation is the target market of Coke because they want to represent Coke with the youth and

energy but they also consider about the old people they take then as a co-target market.

Positioning:-

Once a business has decided which segments

of the market it will compete in, developed a clear picture of

its target market and defined its product, the positioning

strategy can be developed. Positioning is the process of

creating, the image the product holds in the mind of

consumers, relative to competing products. Coca Cola and

Franklins both make soft drinks; although Franklins may try to

compete they will still be seen as down market from Coca

Cola.

Positioning helps customers understand what is unique about the products when compared withthe competition. Coca Cola plan to further create positions that will give their products the

greatest advantage in their target markets. Coca Cola has been positioned based on the process of

positioning by direct comparison and have positioned their products to benefit their target

market. Most people create an image of a product by comparing it to another product, thus

evident through the famous battles between Coca-Cola and Pepsi products.

Prepare the marketing program that delivers superior value (4 P, s):-

Product:Many Products are physical objects that you can own

and take home. But the word product means much more than

just physical goods. In marketing, product also refers to services,

such as holidays or a movie, where you enjoy the benefits

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without owning the result of the service.

Businesses must think about products on three

different levels, which are the core product, the actual product

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and the augmented product. The core product is what the consumer is actually buying and the

benefits it gives. Coca Cola customers are buying a wide range of soft drinks. The actual product

is the parts and features, which deliver the core product. Consumers will buy the coke product

because of the high standards and high quality of the Coca Cola products. The augmented

product is the extra consumer benefits and services provided to customers. Since soft drinks are a

consumable good, the augmented level is very limited. But Coca Cola do offer a help line and

complaint phone service for customers who are not satisfied with the product or wish to give

feedback on the products.

Price:

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 Cola’s products is one of the most important factors in

a customer’s 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.

Pricing Strategies and Tactics:-

The pricing Strategy a business will use will have to focus

on achieving the marketing plan’s objectives and support the positioning of the product, and take

external factors such as economic conditions and competitors in to account. There are 5

strategies available to business: Market skimming pricing, Penetration pricing, Loss leaders,

Price Points and Discounts. Over the years Coca Cola has used Penetration Pricing as a way of

grabbing a foothold in the market and won a market share. Its product penetrated the

marketplace. Once customer loyalty is established as seen with Coca Cola it is then able to



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slowly raise the price of its product. There has been a fierce pricing rivalry between Coca Cola

and Pepsi products as each company competes for customer recognition and satisfaction. Till

now it appears as if Coke has come up on top, although in order to gain long term profits Coke

had to sacrifice short term profits where in some cases it either went under of just broke even,

but as seen it has been all for the best.

Place and Distribution:-

The place P of the marketing mix refers to distribution of the

product- the ways of getting the product to the market. The distribution of products starts with

the producer and ends with the consumer.

One key element of the “Place/Distribution” aspect is the

respective distribution channels that Coca Cola has elected

to transport and sells its product.

Selecting the most appropriate distribution channel is

important, as the choice will determine sales levels and costs. 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 Cola’s 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.









































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