Branded Product Review: Coca-Cola

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The Coca-Cola Company targets the nonalcoholic beverage concentrates and syrups market. Apart from the Coca-Cola classic, the company produces nearly 400 brands that target at different market segments. ("The Coca-Cola Company", 2006) The Coca-Cola Company has identified 6 major market segments, namely, Energy Drinks, Juices/Juices Drinks, Soft Drinks, Sports Drinks, Tea and Coffee, Water.


The Sports Drinks segment wants the optimal performance during prolonged physical activities and needs the beverage to help maintain fluid balance. Tea and coffee do not provide much calories. Water is featured to be the fundamental component of human body and is a daily necessity for consumers. ("The Beverage Institute", 2006)
The Coca-Cola products generally follow product line pricing strategies. The prices of its products are based on cost differences between products, their different features, and competitors' prices. Sometimes, the Coca-Cola Company boosts its sales by promotional pricing, which temporarily prices products below the list price, to increase short-run sales. In grocery stores, some Coca-Cola products are sold at product bundle pricing, offering a bundle of Coca-Cola products at a reduced price.
Coca-Cola products are distributed to over 200 countries around the world. Apart from distributing its products through retailers, like grocery stores, drug stores and convenient stores, the Coca-Cola Company also supplies its products to school canteens and restaurants. ...
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