Chap 15: Marketing Communications

Competitive Advantage

Coca Cola has developed a strong brand name that is recognized by 90% of the global population. Coca Cola always concentrates on the customers and focuses on all the age groups of people and comes up with a market strategy that influences all the targeted consumers. Today people are becoming more health conscious, coca cola comes with new product innovation that attracts customers who maybe want drinks with low sugar/calorie or maybe want juice drinks. Coca Cola bottling system is the best competitive advantage that the company enjoys. Coca Cola has given rights to the bottlers company around the globe to make and sell the company's products.



Promotional Mix

Advertising: Coca Cola uses advertisement to introduce different themes and concepts to sell their products. The company spends lots of money for advertisements to promote products used. Coca Cola mainly advertises on social media such as YouTube, Twitter, and Facebook also outdoor advertisements. The Coca Cola Company's Advertisements build brand image and have created memorable slogans throughout the years.

Public Relations: Coca Cola has a section on their website where consumers can view press releases, and company articles, also investors can access financial statements made by the company regarding current information. Coca Cola can address stories, new products, and activities.

Sales Promotion: Coca Cola does sales promotion in two ways to increase sales rapidly which are Consumer and Trade Sales Promotion. The consumer sales promotion is getting the eye catching position and for trade sales promotion, its the discounts to retailers and stores and also return back allowances.

Personal Selling: The Coca Cola Company has many salespeople who represents the company to sell, service, and build a relationships with the customers. The Salesperson promotes their products and sells them and also service them many times per week.

Chap 10: Product Concepts

The Coca Cola Company is the world's largest beverage company that has the most valuable and recognizable brands. Coca Cola is the number one provider of sparkling water, ready-to-drink coffees and juices with consumers in more than 200 countries enjoying it and a  product mix of over 3,500 products. Coca Cola is a consumer product because as it says in their mission statement, the company wants "to refresh the world in mind, body, and spirit." Coca Cola can be easily found everywhere. In a gas station, newsstands, vending machines, supermarkets, restaurants, bars/clubs, and more places around the world. This makes Coca Cola a convenience product because it is so easy to find a Coca Cola drink with little shopping effort. As for the benefits of branding, Coca Cola products are recognized around the globe so that gives the company an excellent product identification. Coca Cola's brand equity in 2014 was estimated at $81.6 billion, which makes the company valuable. These benefits is what led Coca Cola to have brand loyalty. The company has a loyalty program in which members can earn rewards by participating in mycokerewards.com.

Chap 17: Personal Selling and Sales Management

Coca-Cola steps in The Selling Process:

Step 1: Generating Leads 
The Coca-Cola Company brand is a trademark worldwide, the company generates its leads through advertising and social media, developing new slogans and new advertisements.
Step 2: Qualifying Leads 
The recognition of the need of the Coca-Cola Company is the need of a beverage (in reality a want). The company recognizes its needs by the use of their website and social media.
Step 3: Approaching the Customer and Probing Needs
The Coca-Cola website informs customers about the products and events. Coca-Cola also uses social media such as Facebook, Instagram, YouTube, and Twitter to inform customers of the company's product and events.
Step 4: Developing and Proposing Solutions
The Coca-Cola Company's salesperson is the one who develops a solution in which the product or service solves and satisfies a particular need.
Step 5: Handling Objections
The customer has other options instead of purchasing Coca-Cola, such as Pepsi-Cola. The Coca-Cola loyalty brand are more open to purchasing Coca-Cola beverages.
Step 6: Closing the Sale 
When the objectives of buying Coca-Cola are met. Salesperson negotiates so there can be a sales agreement
Step 7: Following Up
The Coca-Cola main company's website has information and also a feedback site to follow up on their selling process.