The purpose of this paper is to provide a critical analysis of the introduction of the marketing strategy as employed by Coca-Cola for the launch of Coca-Cola Blak in the U.S. Market. The format that this paper will utilize is to first identify a little information about the…
It has been described as a mid calorie drink (Meaning fewer calories than traditional Coke but more than diet Coke) and was arguably positioned to appeal to adults and reaches out to new audiences and addresses new beverage occasions (Packaging Digest, 2006).
The question of what marketing strategy was employed by Coca-Cola is difficult to pinpoint insofar as the launch of the product was staggered between the United States, Canada and continental Europe. In this regard one could postulate that there are some common threads between these different marketing strategies however some differences can be recognized.
In regards to the four P’s it is the case that the price affixed to Coke-Blak was significantly more than traditional coke insofar as according to Hunter (2006) in the United States a pack of four eight ounce bottles are sold in four packs at a cost of $7.99 however upon examining a typical grocery store one recognizes that Kroger in Ohio sells a twelve pack of most Coca-Cola Varieties at $3.49 for a twelve pack of twelve ounce cans. In this respect the pricing strategy may seem confusing to customers who typically view the Coca-Cola as an inexpensive sweet beverage, and not a luxury beverage which commands a more luxury price.
In regards to the product it was indicated by Hutson (2006) that most food panel tasters found the product displeasing and in the end “Displeasing.” Overall it is the case that upon tasting the beverage a great deal of people seemed confused and this in the end may have stirred a negative response from first time buyers. Building on this point it was the case that CNN’s Anderson Cooper tasted the beverage on ‘Live with Regis and Kelly’ and publicly spit the beverage out in August of 2006. This indefinable flavor probably hurt the prospects of the product in the end.
In regards to the placement of the product, it was the case that the launch was staggered, and ultimately the product was discontinued in the United ...
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Marketing mix Name: Instructor: Subject: Date of submission: Introduction The marketing mix is described as product, place, price and promotion, commonly referred to as the 4P’s. They are designed to enhance decision making of the customer who can lead to increased profits.
As firms started venturing overseas, Kotler added two more Ps because of the political nature of the new marketing environment. Magrath found the 4Ps insufficient for the service industry and added three more elements – personnel, physical facilities and process management (Low and Tan 1995).
These are explained below:
A product is either a tangible, physical product or a service. It is critical for organisations to understand the product or services that they will sell. Some of the features of the product/ service that the organisation must carefully design and should be knowledgeable about, include market segment, product quality, brand name, support and other factors.
However the marketing mix of most companies is in constant flux; it is often changed to reflect market dynamics and to optimise marketing effort. The most successful companies find an inimitable mix of these elements to deliver unique new value to their customers.
ing mix is pretty simple to comprehend since it makes use of the four basis facets related with the marketing aspect of a brand or in simple terms, a product. The marketing mix is the mix that a company offers to its target consumers. It is for the audiences to pick and choose
In todays highly competitive market, a company must be on its toes and employ the right tools so that its brand comes out on top. An owner or a manager of a small business has to design and plan out a comprehensive marketing program for the company to meet
Besides, they are involved in offering services to households, information technology, monetary management, and in businesses in well-developed markets in the region (Burkhard Stiller, 2010).
Our principal aim is to come up with an achievable marketing routine that
Integration of the elements brings out a marketing strategy for a product. Marketing mix helps Coca Cola Company to reach their set target without wasting resources. Incorporation of the elements helps
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