Table of Contents

1.

Introduction.............................................................................................................

2.

About Coca Cola.......................................................................................................

3.

Product...................................................................................................................

4.

Price......................................................................................................................

5.

Promotion................................................................................................................

6.

Place......................................................................................................................

7.

Conclusion..............................................................................................................

8.

Recommendations.....................................................................................................

9.

Reference................................................................................................................

10. Annexure................................................................................................................
Figure 1.1 ....................................................................................................................
Figure 1.2 ....................................................................................................................
Figure 1.3 ....................................................................................................................
Figure 1.4 ....................................................................................................................
Figure 1.5 ....................................................................................................................

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1. Introduction
This following report consists of the marketing analysis tool (marketing mix
elements) on Coca Cola. Marketing mix is a plan based on the controllable elements
of a particular products marketing plan. The marketing mix is set on four aspects that
need to be taken highly under consideration by any firm before launching a new
product or service.
The 4Ps commonly used by a business are: product, price, place and promotion.
The main purpose and importance of this assignment is to identify and discuss the
marketing mix elements that can be used to enhance the business revenue by
choosing a place that has easy access to reach a huge customer base, a profitable price
that will be helpful for both customers and the organization (a price that brings profit
into the business as well as being affordable for its customers in order to increase its
product demand), promotions that will attract customers to buy the product and
continue buying the product (loyal customer) and finally a product that is affordable,
innovative and good quality which would eventually make customers buy it and
increase its demand.

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2. About Coca Cola

The Coca Cola Company is the worlds largest beverage company, refreshing consumers
with more than 500 sparkling and still brands. Led by Coca-Cola, one of the worlds most
valuable and recognizable brands, our Companys portfolio features 20 billion-dollar
brands including, Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitamin water,
POWERADE, Minute Maid, Simply, Georgia, Dasani, FUZE TEA and Del Valle.
Globally, we are the No.1 provider of sparkling beverages, ready-to-drink coffees, and
juices and juice drinks. Through the worlds largest beverage distribution system,
consumers in more than 200 countries enjoy our beverages at a rate of 1.9 billion servings
per day. With an enduring commitment to building sustainable communities, our
Company is focused on initiatives that reduce our environmental footprint, support
active, healthy living, and create a safe, inclusive work environment for our associates,
and enhance the economic development of the communities where we operate. Together
with our bottling partners, we rank among the worlds top 10 private employers with
more than 700,000 system associates.
Coca Cola Company Website

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3. Product
The Coca Cola Company has the broadest collection of products in the beverage
industry consisting of approximately 3300 products. Beverages are categorized into
many categories like; diet category, 100% fruit juices, fruit drinks, water, energy
drinks, tea and coffee etc. It has a wide range of products that includes differentiation
and admirable innovation. It is not like any other beverage company that exists in the
present. The bottles have its unique shape and packaging that grasps the attention of
customers. We can not only speak about the packaging but also the slogans that
appear on the bottles. For example a new trend has emerged in coca cola bottles
where specific words or phrases are printed on the label of the bottle which attracts
customers as it is unique in its own way.
According to Mr.Bhasin, 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 presence around 200 countries. Coca cola brands in India are Fanta, Maaza,
Limca, sprite, Thumbs up, Minute Maid, Nimbu fresh, Nested iced tea.
Bhasin, 2015

4. Price
The long term pricing strategy of Coca Cola is worth it for the quality and innovation
being provided on the product and as well as it maintains its affordable price for its
widely spread customers. Coca Cola can be called the monopolist of the beverage
industry, but despite of that it still has fierce competition with one of its well-known
competitors; Pepsi. Coca Cola and Pepsi have very similar pricing strategies.
Beverage market is said to be an oligopoly market therefore the companies such as;
Coca Cola and Pepsi that belong to this industry form into a union contract to make
sure there is a common balance in pricing between the sellers.
Since Coca Cola supplies a wide range of products, the price allocation is done
according to the market and geographic segment. Each sub-brand of Coca Cola has
different pricing strategy.

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