StudentShare solutions
Triangle menu

Marketing Principles - Essay Example

Nobody downloaded yet

Extract of sample
Marketing Principles

The main competitor has however been Pepsi Company. The latter for instance has a market share of about 75% in the Asian market. This is compared to 25% of the coca cola company in the same market. One of the main concerns in the company has been the sharp drop in the consumption of the sugary soft drinks. The drop has been witnessed in the United States, which offers the largest market, and the United Kingdom. The major cause of drop has been health concerns. For instance, majority of people with diabetes cannot drink the normal soft drinks. In addition to that, the increased lifestyle diseases have prompted majority of people to seek more healthy drinks. To achieve this, most consumers have shifted to sugarless drinks and fresh juices. This has put the coca cola company in an awkward situation with no option than begin production of sugar free products to maintain its growth and market control. Despite this, there have been allegations that some of the chemicals used as ingredients in the manufacture of coke may cause people to get cancer. It is this fear that has led to a sharp drop in consumptions. In India for instance, there was a sharp drop of about 11% in 2003 after the ministry of health raised health concern issues (Crowley 2000, p.98). To overcome the above challenges, there is need for the company to produce a new product will address the gap in the market. The main challenge has been the need to produce healthy drinks. Although the Diet Coke has been produced to address the problem, it is only found in few markets such as the United States and United Kingdom (Elcock 2000, p.90). The drink contains fewer calories compared with the normal drinks. However, the introduction of the new product does not mean that the company should stop the production of the present products. It is important to note that different consumers have different tastes and preferences. For that reason, the new product is aimed at addressing the gap and the new demand in the market. This is imperative for gaining a competitive edge, in a market that is dominated by other companies such as Pepsi. The latter company has attracted a large pool of clients because it produces some of the most health drinks. In order to facilitate the production of a new product, the coca cola company needs to have an objective strategy. Apart from carrying out a marketing research to collect important information, the 7Ps of marketing mix and new product development process will be considered. This will assist the company make informed decision before making any decision. Task 1 Marketing is a wide concept that involves a number of processes. Firstly, the business communicates to the customers directly through an avenue. The customers get the knowledge of what is being produced in a market. Secondly, marketing is also a strategy employed by a company to gain a competitive edge over its clients. The Coca Cola Company has been using the marking strategy to attract more clients and retain the current ones. The process involves advertisement and different forms of communications meant to reach the clients. Marketing concepts refer to the process through which the management seeks to fulfil both the identified and unidentified needs of the society. To achieve this though, different marketing orientations such as branding, business and industrial marketing and society ...Show more

Summary

Name Professor Course Date Background information The Coca cola is one of the most successful multinational companies. Invented in 1886, the company recorded a total asset of about $ 86.17 billion in 2012 (August, 2012, p. 12). In the same year, the company’s profits stood at about $48 billion, one of the highest due to increased consumption and aggressive marketing strategies…
Author : konopelskiimoge
Marketing Principles essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Marketing Principles"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Marketing Principles
Marketing helps to create both consumers and producers satisfaction through exchange activities. Marketing approaches enables marketers to avail commodities which are required by consumers at specific place cost effectively. This enables companies to generate revenue for sustaining production activities and design approaches to sustain their clients (Fuller, 1997, p.14).
3 pages (750 words) Essay
Marketing Principles
The company uses different marketing strategies to market its products to different people. Elements of the marketing mix such as price, place, promotion and product are very important when marketing a particular product. These aspects shape the people’s perceptions towards a certain product.
15 pages (3750 words) Essay
Marketing Principles
Effective new product differentiation and business diversification strategy helped the organization to increase its market share and brand value. The essay will develop a consultant report for Coca Cola in which the competitive position of the organization and organization’s implemented marketing strategy will be evaluated.
8 pages (2000 words) Essay
Marketing principles
Social Factors 9 D. Technological Factors 9 V. Segmentation 9 VI. Buyer Behavior, Pricing 10 Works Cited 11 I. Introduction This paper examines key marketing principles applied to a real company, in this case Nike. Included is a discussion of the 4Ps of marketing for Nike, marketing costs and kinds of activities tied to marketing, PEST analysis, targeting and segmentation methods/strategies, effect of buyer behavior on Nike marketing and sales strategies, pricing and how that reflects on market realities and Nike's business objectives, and the role of promotions in the marketing mix for Nike (Mind Tools; Ettenson, Conrado and Knowles; Ehrnke et al.).
8 pages (2000 words) Essay
Marketing principles
Baby product companies sells different types of baby equipments including baby cosmetics, soap and shampoo, cots, mattresses and bedding, car seats, prams and push chairs,
6 pages (1500 words) Essay
Marketing Principles
t is fundamentally inspired by the vision of the company to generate a better life of the individuals or the customers by delivering unique and inclusive furnishing products at reasonable prices (Inter IKEA Systems B.V., 2012). Furthermore, when determining the core marketing
11 pages (2750 words) Essay
Marketing principles
Marks and Spencer is one of the leading multinational fashion retail company based in London. There are company 718 retail stores of Marks & Spencer in UK. Moreover they have 361
12 pages (3000 words) Essay
Marketing principles
23). Understanding market segment will enable the marketing department to identify the number of potential customers or users, which they can reach through clever promotions
10 pages (2500 words) Essay
Marketing principles
As such, most companies ensure that they focus on the market and specifically their customer. This is because the customer provides the market for the products made. In a highly competitive world such as todays, it is important to create a competitive advantage
1 pages (250 words) Essay
Marketing Principles
Coca-Cola, Dettol, Dove. These fast moving consumer goods are the essential items we purchase when we go shopping and use in our everyday lives. Theyre the household items you pick up when youre buying groceries or visit your local chemist or pharmacy. FMCG
12 pages (3000 words) Essay
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Click to create a comment
Contact Us