8/18/2019 COCA COLA 4P'S

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Coca cola is the brand with the highest brand equity. No doubt it has gone

through the ups and downs of business to reach that position. The marketing

mix of Coca cola has been changing over time with more and more products

being added such that today it has 3300 products. o what is the marketing mix

of Coca cola! "ead on.

#"$%&CT' The Company has the widest portfolio in beverage industry

comprising of 3300 products. (everages are divided into diet category) *00+

fruit ,uices) fruit drinks) water) energy drinks) tea and co-ee etc. s per

Nielson/s data) Coca cola is the No.* brand in sparkling beverages) ,uice) and

retail packaged water in 0*0. Coca cola has its market presence around 00

countries. Coca cola brands in 1ndia are 2anta) aa4a) 5imca) sprite) Thums up)

inute aid) Nimbu fresh) Nested iced tea etc.

#"1C6' %ue to the availability of wide range products the pricing is done

according to the market and geographic segment. 6ach sub7brand of coca cola

has di-erent pricing strategy. Their pricing strategy is based on the competitors

pricing) #epsi is the direct competitor to coke. (everage market is said to be a

oligopoly market 8few sellers and large buyers9) hence they form into cartel

contract to ensure a mutual balance in pricing between the sellers.

#5C6' Coca cola is the world/s most favorite brand and is available all over the

world. The distribution system of coca cola follows the 2C: distribution pattern.

 The e-ective distribution network of coke has almost eroded the small and

middle level players in the market. 1n 1ndia they have captured even the rural

market by extensive distribution and have eroded the market share of (ovonto)

;alimark etc.

#"$$T1$N' Coca cola adopts various advertising and promotional strategies to

create an increased demand in the market by associating with life style and

behaviour and mainly targeting value based advertising. upport my

school? campaign with N%T@. 1t has many brand ambassadors like hahrukh

khan) Arithik "oshan) outh 1ndian ctor @i,ay and Trisha ) :hambir) amir khan

etc and has signed contract recently with 1mran khan. 1t allows price discounts

and allowances to distributors and retailers in order to push more products into

the market. 1t employs both push strategy through promotions and pull strategy

through advertisements and campaigns.