Marketing mix of Coca-cola in the United Kingdom and the United States - Essay Example

Only on StudentShare

Extract of sample
Marketing mix of Coca-cola in the United Kingdom and the United States

This essay will examine the marketing mix employed by Coca-Cola in two countries, the United States, where the brand was first developed and the United Kingdom. This consists of four key components, known as the 4Ps: product, price, promotion and placement. Coca-Cola has become a household name worldwide since its humble beginnings 125 years ago. Much of this growth comes from Coca-Colas innovative marketing methods and the way that the company quickly responds to changes in demand and public opinion. This can be seen in the use of Santa Claus as an icon to increase winter sales and the recent marketing work to associate Coca-Cola with happiness. Coca-Cola has a large product line, which differs depending on the country. The USA and UK are different markets with different market environments, although they do have many similarities. For the most part, Coca-Cola has continued with its global strategy of using a general advertising approach, rather than one that is specific to country. The main differences in marketing mix between the UK and the USA is the focus that the UK has on the environment and the need for additional information on packaging for the UK market that is not required in the US market. This trend may continue within the UK, creating significant differentiation between the two markets but currently Coca-Cola effectively in both countries uses most of the same marketing mix. ...
Download paper

Summary

This paper presents brief company overview and history of Coca-Cola as a multinational corporation that recently celebrated 125 years in business. From its humble beginnings, the company is now one of the most recognised brands worldwide…
Author : julienhilll

Related Essays

Marketing plan for COCA COLA
16 pages (4016 words) Essay
International marketing
11 pages (2761 words) Assignment
Buying Decisions of the Parents
25 pages (6275 words) Essay
Coca Cola Marketing
3 pages (753 words) Essay
Coca Cola: Brand Audit
6 pages (1506 words) Essay
Marks & Spencer Marketing in the United Kingdom
8 pages (2008 words) Research Paper
Marketing Principles
11 pages (2761 words) Essay
Coca cola Global Marketing strategies
12 pages (3012 words) Research Paper
Got a tricky question? Receive an answer from students like you! Try us!