Chap 12: Services and Nonprofit Organization Marketing

Marketing Mix:

Product: Coca Cola is the number one brand in sparkling beverages, juice, and retail packaged water in the year 2010. The company has a product mix of 3,500 products, divided into diet category, fruit drinks, water, energy drinks, tea, and coffee.

Place: The company has its market presence in 200 countries around the world. The company distribution system follows the Fast Moving Consumer Goods (FMCG) distribution pattern.

Promotion: The company spends lots of money to advertise their products such as on TV, audio and outdoors. Coca Cola also uses the internet to advertise their products and they also have their own website. The company uses social media to connect with the consumers such as YouTube, Facebook, and Twitter.

Price: Since Coca Cola is in lots of places in the world, the pricing of the products is done according to the market and geographic segment. The company’s pricing strategy is based on the competitors pricing, such as Pepsi, Coca Cola’s direct competitor.

Chap 18: Social Media and Marketing

Coca Cola on Social Media

Coca Cola is one of the most recognized brands in the world who runs campaigns such as "share a coke" and current one "Taste the Feeling" to engage its audience and generate content that they can share, which is crowdsourcing. Coca Cola uses social media like Twitter, Instagram, Tumblr, and Instagram having millions of followers. The company advertises their products on social media and also their own website which the company spends lots of money doing so.  Coca Cola has 3.2 million followers on twitter and uses this social media for direct engagement responding to feedback, complaints, and compliments. The biggest fan base for Coca Cola is on Facebook, having 82 million fans which the company promotes campaigns and brand initiatives like they do on Instagram. According to the Coca Cola website, the company has commitments concerning how they react with the public and also each other. Those commitments are being transparent in every social media engagement. The company wants to protect consumers privacy such as IT security policies, rules and regulations. Coca Cola also wants to respect copyrights, trademarks, and other third party rights. The company wants to be responsible in their use of technology and also monitor there behavior in social media space
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Chap 11: Developing and Managing Products

The Product Life Style For Coca-Cola

Introductory Stage: Coca Cola was created by Dr. John S Pemberton in 1886 and was first introduced as a soda fountain drink. The product at the time was sold for 5 cents a glass. Frank M. Robinson, which is Pemberton's partner and bookkeeper, suggested a name with c's which then led to "Coca-Cola."

Growth Stage: in 1888, Pemberton sold Coca-Cola to Asa Chandler. Chandler then formed the Coca-Cola Company in 1892 and then by 1895 the soft drink was made available to every state across america. As demand grew for coca cola, the production increased and then coca cola was made available in bottles rather than through soda fountains.


Maturity Stage: Coca-Cola is currently in this stage. Coca-Cola has developed new market strategies product improvement. Also the company entered new market segments and enlarged its distribution channels.

Chap 8: Segmenting and Targeting Markets

Coca Cola does not target a specific segment but the company adapts its marketing strategy by making new products. Segmentation helps the company define the appropriate products for specific customer groups. Coca-Cola develops a marketing mix for each of the segments. Now, Coca-Cola has a total of 3,500 products, providing drinks for many different target markets.
The Geographic Segmentation: is that Coca-Cola is the most popular non alcoholic beverage that is being sold all around the world. People are going for a healthier lifestyle which influenced Coca Cola to make healthier products such as diet coke and coke zero.
The Demographic Segmentation: Coca-Cola targets both genders and as for the age segmentation, that depends on the product. For Coke Zero, they target young adults between the ages of 18-29 years old who don't want the calories but want the same great taste. As for Diet Coke, they target adults ages 30-50 who are health conscious but still love the taste of coke.
The Psychographic Segmentation: Coca-Cola's one brand strategy (which is Coke, Diet Coke, Coke Zero, Coke Life) is an example of the lifestyle segmentation, again for people who are health conscious and want no calorie or sugar free drinks.