MKT10007 Fundamentals of Marketing : Promotion of Coca-Cola

Answer:

Introduction to the report 

The aim of this report is to analyse the marketing mix that are used by Coca-Cola for influencing the purchase decisions of the customers. This report will also state the brand positioning of the product. The marketing mix includes the 4 P’s - product, place, price and promotion. The report will state the facts taking into consideration one purchase experience of Coca-Cola made on 22-06-2017 from Schweppes, one of the beverages shops in South Melbourne VIC.

1. The product and its category 

Coca-cola falls under the category of beverages and the sub-category is the soft-drinks. Some of the ingredients that are used for the products are artificial flavour, aspartame, brown rice syrup, Dutch cocoa and tartaric acid.

2. The 4P’s of marketing 

2.1 Product 

Coca-cola was purchased from Schweppes, one of the beverages shops in South Melbourne VIC, to feel refreshed and beat the heat in sunny afternoon. The product is served in a plastic bottle of brown colour and a red colour logo that contains 600 ml of liquid. Coca-Cola has the taste of strong cola with the spicy bite that influence the buyer to purchase it repeatedly.  The product is mainly purchased by the customers during summer to satisfy the thirst. Further, its plastic bottle enables them to carry it with them as it is unbreakable, which is one of the reasons that influence the customers to buy this product.

2.2 Place

The product is widely available all over the world and can be found in every supermarket, beverage shops, restaurants, hotels and it is largely purchased by the customers just like tea and coffee. It can be purchased simply by paying the money to the counter of Schweppes and taking the delivery of the item. The product was displayed in the right hand side of the main entrance, inside the red and black colour, transparent, glass door refrigerator. The glass door enables the buyer to make the decision regarding purchase through looking it closely through glass. The product was places in such a place that it could noticed by each person easily, who enters the shop. Further, as the shop is located in the market place of South Melbourne, the customers find it easy to buy products from this shop.

2.3 Price 

Coca-cola is available in the Australian market at a price of $ 3.39 for 600 ml. However, other sizes are also available for the product like 1 litre, 1.5 litres and 2 litres and it is available at competitive prices in the market. The competitive price encouraged the buyer to buy the product again and again as is tastes better than other similar product in the market.

2.4 Promotion

Keeping in view with the promotion of Coca-cola, it is identified that the product is widely available through various hotels, restaurants, beverage shops and supermarkets. Further, it has good brand image among the users as the product was recommended by various people. Further, the company promotes the product through various media like newspaper, television, hoardings and through sponsoring big events. The buyer does not have to walk long for the search of coca-cola as it is available largely in the market. Therefore, it is recognised that the promotion of this product plays an important role in influencing the consumers to buy the product.

3. Brand

Based on the marketing mix of coca-cola, it is identified that the product is moderately priced and can be purchased by the people of all income group. Further, its non-breakable packaging influence the customers as it can be carried to anywhere.  However, the product is not suitable for the children below the age group of 10 years as it contains various artificial flavours and nutritional level is not comparable with the fruit juices. The main customers of this product are the teenagers and the people from the age group of 20 years to 40 years. it attracts the teenagers as the price of the product is low and they can afford it easily. Further, the consumers prefer this product as it is widely available everywhere and the promotion of this product influence them to purchase it.

If the product was a person, it would have been a male, aged between 20 to 25 years of age, attractive, good looking, energetic and active who loves travelling and adventure.

Conclusion:

It is concluded from the above discussion that the marketing mix of coca-cola is internally as well as externally consistent and is attractive enough to influence the customers to buy the product. Further, the brand positioning of Coca-Cola represents it as appropriate for active lifestyle. Further, the price is moderate to enable the buyer to go for it.