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Analysis - Article Example

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29 August 2012. Article Analysis The company I chose was Coca Cola because not only am I brand loyal to this company but would also like to work in it in the future. The article I chose is relevant because it sufficiently discusses the marketing strategy of Coca Cola…
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While Coca Cola is the main product of the company, it produces a range of products that include but are not limited to Appletiser, Beat Soda, Cherry Vanilla, Coca Cola with Lemon, Diet Coke, Raspberry Coke, New Coke, Sprite, and Sarsi. The second of the 4 P’s i.e. the price of Coca Cola is only $2 per bottle that contains 2 liters of the drink that essentially means a dollar a liter. However, the 2-liter bottle is available on sale in certain places for only $.99. Coca Cola can be purchased from a variety of places ranging from petty tuck shops to large utility stores and gas stations, place being the third P of marketing. The fourth P i.e. promotion is the most important factor which Coca Cola uses to gain competitive advantage in the market. Coca Cola is promoted in exciting ways. For instance, if a consumer manages to show a winning cap to a shopkeeper from one of the bottles the consumer has drunk before, he/she is entitled to a new free bottle. Coca Cola also promotes its product by getting the consumers free in the theme parks during the super bowl. The main product of Coca Cola is the soft-drink that is available in almost all countries around the globe at a very reasonable and affordable price. Coca Cola adopts creative and innovative strategies to promote its products as will be discussed shortly. The product is equally popular among people of all ages except for infants. The competitive advantage of Coca Cola is its innovation and corporate social responsibility. Coca Cola is undeniably the most popular and respectable brand that has gained global recognition since its inception in 1866. The unique marketing strategies of Coca Cola since the time of establishment of this company has left its competitors surprised. There has been a continuous modification in the brand positioning of Coca Cola and its packaging over the decades. Coca Cola has always aligned itself closely with innovation and consumer sophistication. Coca Cola always associates itself with events of global significance specially sports that are watched all over the world in such creative ways as making songs. Factors commonly used in Coke branding include the feeling of happiness and unity that reflect in the songs and advertisements the company makes. The main themes of events that Coca Cola focuses on and associates with include but are not limited to the connection of people by family, sports, and culture etc. Coca Cola has its huge fan-following on social media websites like Facebook and Twitter where they watch Coke videos and comment. The senior vice president of Coke, Wendy Clark said, “having all those fans respond to Coke is meaningful because fans are twice as likely to consume and 10 times more likely to purchase than non-fans” (Siddiqui). Coca Cola also takes care of environment which is yet another way to brighten its image in the public eye. In fact, corporate social responsibility is what provides Coca Cola with competitive advantage. This can be assessed from the recent pledge made by Coca Cola to recycle the plastic bottles taken from the Olympics 2012 in London to produce 80 million new bottles of Coke within only a month and a half of the ceremony’s end. This plan is hoped to accommodate about one-fifth of the total waste generated during the Olympics games. In addition to this, Coca Cola has introduced a Coke can that is white in ... Read More
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