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.