Assignment on Marketing interview project of Coca-Cola

Company brief overview of Coca-Cola

The Coca-Cola is considered as American multinational corporation, retailer, manufacturers and marketers of non-alcoholic syrups and beverages. This company was founded in 1886 with a single product Coca-Cola. This company is operated in almost every country in the world. This company is famous for its high-quality beverages and products. This company contains billions of employees around the whole world.  This company is involved in manufacturing a different kinds of beverages like coke, diet coke, Sprite, Fanta, Powerade, Minute Maid, Georgia, Gold peak, and Del Valle. Moreover, this company contains the largest beverage distribution system around the world. This company is the number one provider of the sparking and still beverages.

Targeted segment of Coca-Cola

It can be noted that this company is considered as the largest distributor from around the world. This is because it is a huge company and has implemented millions of marketing tactics for finding its ideal target market. According to this, the company has divided its target segment into three main groups. The first targeted group is those people that are making progress. This is because progressive people are open-minded and intellectual. They are intelligent and also use their brains to make the perfect decisions in their lives. During shopping, they are just ensuring great packing and quality (Beamish, 2012).

The next targeted group is relayed to those people who enjoyed their lives. Such people wanted to enjoy each moment of their lives, they just wanted to have fun as much as possible. This means that they wanted to go out to these places and enjoy every moment. Due to this case, such segment is involved in liking mainstream brands. They are not interested in media and advertisement and they are just using their phones for connecting with their friends.

The last segment is related to those people who wanted to look perfect. Such a segment just believes in perfection. They always prefer quality products. This is because due to this they will look more stylish than before. The most important thing in their life is going out and spend quality time with their friends. They always stay up to date about daily trends (Chernev, 2018).

Distribution and pricing strategies of Coca-Cola

According to the fact, the distribution strategy of Coca-Cola is extremely amazing. The stats are showing that this company can sell about 19 billion products each day. It can be noted that this company is a global business and operated on a local scale. Moreover, this company has a huge system and it contains numerous managerial and legal departments that are independent with each other. Due to this fact, they are completing their distribution services through the help of different local channels. The next thing is that their bottling partners are completely attached to their suppliers present all over the world. This company is just involved in making their products more local than you may think and this product is made completely local to the market.

There are some array of points where this company’s product sale is categorized into retail stores, whole-sellers or distributors, restaurants, medical stores or cafes, petrol stations and also in wending machines (Cohen, 2005).

It can be noted that this company is using three types of pricing strategies

·         Market price

·         Price skimming

·         Market penetration

Due to these pricing strategies this company can increase its sales up to a huge amount (Klein, 2007).

Promotion strategies of Coca-Cola

It can be noted that the promotion strategy of this company is extremely high. Moreover, this company is using 4 types of promotion strategies

Getting shelves of Coca-Cola

This company is involved in purchasing big departmental store shelves and display their products in them. They have also purchased some freezers in cash and carry stores. Moreover, these freezers are in the shape of a bottle for increasing attractiveness for the consumers.

Eye-catching place of Coca-Cola

Moreover, another fact is that the salesman of this company is arranging these shelves in an eye-catching position. Most of the time, they are putting their freezer near the entrance of the store. Due to this people can take a bottle and enjoy their drink (Mas, 2018).

Using sale promotion of Coca-Cola

During the special season for any religion around the world, this company is also providing sale promotion on their most purchased product. Moreover, they are also making different kinds of sponsorships with different schools and colleges and cafes. This company also sponsor a huge sports brand for achieving absolute market share (O. C. Ferrell, Marketing Strategy, 2019).

Using UTC scheme of Coca-Cola

This company is also using a UTC scheme that means under the crown. This scheme is used by this company quite often. This can be done by offering a different kind of prices like bicycles, mugs and t-shirts and many more. Due to this many consumers are attracted to such schemes and by their products. 

New product development of Coca-Cola

It can be noted that for product development this company is using the PTSTP method for new products. It can be noted that Coca Cola Company buys Fuze for light up its line up with perfection. It can be noted that this company collaborates with the Fuze. This company is known for its fruit flavor drinks. Due to this, they take the proper experience from this company regarding their new product development. This shows that this company has developed a new product with the collaboration of the Fuze. In the first step, this company is giving free glasses for tasting and taking a review of its consumers (O. C. Ferrell, Marketing Strategy, 2019).

Moreover, they are also using UTC schemes for the promotion of their new product. Due to this case, people start tasting their new products. After some time by getting a proper review of the given product they launched it commercially for their consumers. This product development strategy adopted by this company for introducing Fanta for its consumers. The Fanta contains orange flavor, this company took some experience from Fuze and launch their products for their customers.

References of Coca-Cola

Beamish, K. (2012). CIM Coursebook 03/04 Marketing Planning. Routledge.

Chernev, A. (2018). The Marketing Plan Handbook, 5th Edition. Cerebellum Press.

Cohen, W. A. (2005). The Marketing Plan. John Wiley & Sons,.

Klein, A. (2007). Marketing Plan: BMW 1-series in Germany. GRIN Verlag.

Mas, S. (2018). The Seven P’s of the Apple Watch’s Marketing-Mix. GRIN Verlag.

O. C. Ferrell, M. H. (2013). Marketing Strategy, Text and Cases. Cengage Learning.

O. C. Ferrell, M. H. (2019). Marketing Strategy. Cengage Learning,.