MARKETING MIX
The marketing mix is a standard strategic tool used to formulate a plan for product development and promotions. Examining the mix for a successful company like Coca-Cola can help a business leader understand the dynamics and synergy involved between the four core elements -- product, place, price and promotion.
Product
• Energy drinks
• Soft drinks
• Juice drinks
• Sports drinks
• Tea and coffee
• Water
Product overview of coca cola Coca cola made its return to india in 1993 and made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation. Originally introduced ij 1977, thums up was acquired by the coca cola company in 1993. This
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Promotions
• Advertisement
• Direct marketing
• Interactive marketing
• Sales promotion
• Publicity and public relations
• Personal selling
• Public social responsibility
Advertisement
Advertising is defined as any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor.
Coca cola uses the concept of aggressive advertising to promote its products. Thus advertising is the most important marketing tool for the company as it has to cater mass consumer markets. They aminly do national asvertisin.
Company introduces different themes and concepts to sell their product and advertises mainly in electronic media and out of home advertising. These advertisements build image and create awareness.
Big names of indian film industry mainly become the brand ambassadors of the company.
Throughout the years, the slogans of the coca cola have been memorable.
Mediums of advertisement
The medium of advertising used by coca cola are:
• Print media
• Point of sale materials
• Audio/tv advertisements
• Outdoor advertisemnets
• Direct marketing
• Interactive
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Place
Place represents the location where a product can be purchased. It is often referred to as the distribution channel. This may include any physical store (supermarket, depermental stores) as well as virtual stores (e-markets and e-malls) on the internet. This is crucial as this provides the place utility to the consumer, which often becomes a deciding factor for the purchase of many products across multiple product categories.
Initial challenges of coca cola were
• Poor rural and semi urban infrastructure
• Frequent power cuts
• Different consumption habits
• Preferences for traditional cold drinks like Lassi, Chhass, lemonade etc.
• Price of branded beverages.
Distribution and others
In order to overcome the challenges coca cola took following steps
It has built bottling plant itself or with local bottling partner in various major cities of india, semi-urban areas to reach the local people there.
It has built up its own transportation fleet to support the nooks and corners of india.
They have recruited and trained retailer, distributer through direct or indirect training programs with a technical know how of products and preserving
It trained local sales person for doing