Marketing Mixes For Coca Cola Marketing Essay

Marketing Mixes For Coca Cola Marketing Essay Sustainable competitive advantage is the focal point of a corporate strategy. It allows the maintenance and improvement of an enterprises competitive position in the market. It is an advantage that enables business to survive against its competition over a long period of time. A competitive advantage is an advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and service that justifies higher prices. Porter identified two basic types of competitive advantage and cost advantage. See (Appendix 1). When an organisation introduces a product into a market they must consider: who is the product aimed at, what benefit will customers expect, how does the firm plan to position the product within the market and what differential advantage will the product offer over their competitors. Kotler suggested that a product should be viewed in three levels, see (Appendix 2) The concept of the products life cycle is rooted in the fact that technology and consumer tastes take time to adapt to new products and are always changing. As such, when a new product is introduced, it takes some time to be widely accepted, at which point its sales and revenues will begin to grow. This will attract other competitors into the market, cause the market to mature. Finally, the market will saturate and decline as companies begin to introduce the next product, and consumers switch to that product. See Coca Cola product life cycle in (Appendix 3) Coca Cola the market leader in providing different soft drink products like Coca Cola, Diet Coke, Fanta etc. there are no competitors in this sector. There good image makes the organisation more strong. Coca Cola is providing good taste, quality products with qualified staff, good atmosphere and hygienic environment. They are specialised in soft and fizzy drinks. They have created good image in customers mind, their image is reputable and reliable, which took them years to build and it has been one of the most popular soft drinks available. Their brand and logo are never mistaken, which is why consumers feel comfortable in purchasing Coca-Cola products. Coca Cola can market too many different segments. For example, Coca Cola can market to teenagers much easier than older people. Distribution in marketing acts importantly to attract customers convenience therefore; the system of distribution of an organisation can show the key ability for the organisation. Two types of channel of distribution methods are available. Indirect distribution involves distributing product by the use of an intermediary. Direct distribution involves distributing direct from a manufacturer to the consumer. Distribution is beneath the group of place and therefore organisations build-up an accurate distribution method so that its easily accessible to the customers and it can improve possible sales for an organisation. See Coca Cola distribution channels in (Appendix 4). The Coca Cola Company sells its products by bottling and canning operations. The distributors reached the Coca Cola to the wholesalers and the wholesalers reached it to retailers, and at last the customers buy Coca Cola from retailer shop. If Coca Cola does not work on its distribution services and Coca Cola bottles are just accessible at their factories then consumers might not be enthusiastic to get them. Its more suitable for the consumer to purchase Coca Cola from a close by retailer as compared to getting it from factory. Therefore distribution system of an organisation can be both its weakness and strength. Companies make sure the availability of their products at retailer shops and stores where customers can easily purchase it. One of the aspects in the marketing mix is pricing. This part of the 7 Ps are the one creating revenue and which is also why it is important that an organisation chooses the correct price. Pricing is one of the most important elements of the Coca Cola marketing mix, which generates a turnover for them. Coca Cola can adopt a number of pricing strategies. The pricing strategies are based much on what objectives the company has set itself to achieve, see (Appendix 5). Due to the availability of wide range products the pricing is done according to the market and geographic segment. Each sub-brand of coca cola has different pricing strategy. Their pricing strategy is based on the competitors pricing, Pepsi is the direct competitor to Coca Cola. The first thing that the Coca-Cola Company must do is select the pricing objective they believe will be most effective in distributing their brand to consumers. Coca-Cola use market-skimming pricing to do this. They use marketing-skimming as there is a sufficient number of buyers that have a high current demand, also Coca Cola sets an initial high price and then slowly lowers the price to make the product available to a wider market. Coca Cola Company has adopted penetration pricing strategy as they want to hold maximum share of the market by maximum profit. Coca Cola use discount pricing, where their products are often market down during sale periods and special occasions. Also Coca Cola use competitor prici ng, where to meet the competition pricing, their products pricing are set around the same level as it competitors. Promotion being a feature of marketing mix consists of communication among the consumer and supplier of that product. Promotional activities are important factor because, these activities are performed in order to awake and aware the consumers about the product and it cover personal selling, adverting, publication relations, sales promotion, direct marketing etc. An advertisement, for instance helps a buyer to get to know about the company and it is products, this can be done by bill boards, banners or posters. The benefit of advertisement is that it informs people about different products and services, their utilities, cost and other requirements. The disadvantage is cost because advertising is more expansive. Personal selling is where businesses use people to sell the product after meeting face-to-face with the customer. Personal selling is one of the ways to keep good customers relationships, but this method is expensive. Sales promotion directly stimulates sales. It includes trade shows, contests, games ect. The advantage is that sales promotion can help companies to provide right information to customers, also it encourage repeat purchases and customer loyalty, but the advantages are that it increase price sensitivity and it is generally for a short duration Public relations play an important role in promotion. It can be used to create a good image of the company for example magazines, TV or radio etc. PR is inexpensiveness of the cost, but it is hard to predict about the responses and it increase the risk. Direct marketing is where a company selling their products directly to people such as fliers or street advertising. It allow to target specific customer and it can be measureable, but it is hard to get as immediate of an impact when using direct marketing and it can be quite expansive. Coca Cola use many methods of advertisement and the company spends a significant amount of money in order to be seen on billboards, radio, magazines, television, and on the internet. Coca cola adopts a range of advertising and promotional strategies to create an increased demand in the market by associating with life style and behaviour and mainly targeting value based advertising. The Coca cola Company uses advertising as its main source of increasing consumer awareness. It mainly uses the television; this source allows the companys products to reach a large audience. Coca Cola also uses the radio as another source of advertisement and this is a cheaper source then TV. They also use personal selling. The company has a highly trained sales team, which acts as a representative of the company to the retailers. This strategy helps to maintain service and product loyalty. Marketing mix has three additional elements: People, Process and Physical Evidence People are one of the elements of service marketing mix. People define a service. This refers to the people who are in direct contact with the customer such as staff. One of the crucial parts in selling a product is the staff and its service as lot of people rely on a good service before buying a product. Example, the employees in Coca Cola Company have a standard uniform. The company specially focuses on friendly and prompt service to its customers from their employees. The employees are part time workers and full time workers. The process of the product is essential in marketing. This determines the capability of the product to supply the demand of the consumers. The process at Coca Cola Company is transparent and hidden (the whole process is not visible to the customers). Coca Cola has a number of processes which is involves bottling and labelling solutions. The most important stage that Coca Cola consider is control of the company to get products at the agreed time and good quality, and the last step they consider is, the selling of beverage for target customers of distributors. Physical evidence: This is an important part where consumers will base their decisions based on the service which intangible. Companies physical evidence is supported by signs, symbols and artefacts of the business itself. Examples of this would be the signage in Coca Cola which reassures the consumer through branding. Coca Cola Company is focusing on target market; when it markets a product it mainly consider on demographic and physiographic segmentations; where demographic segment before it markets it identify the consumer groups in: age, sex, education, race, and occupation, and in physiographic it divides the market into different levels as: lower class, middle class, and upper class to identify their customers. Coca Cola segments different ages. The company focus on whole population in the world, but young generation is the target marketed of the company. Also Coca Cola segments different income levels by packing. For small income people it has small returnable glass bottle, for middle people it has small non returnable bottle and for higher income people it has Coke Tin. Marketing mix for Diet Coke: Coca Cola developed a new product. This product is a diet drink by the name of Diet Coke. They have designed the marketing mix of product which is in detail below: Product: Diet Coke is a very fresh and tasty diet drink. This new and fresh drink is made to provide the consumers with energetic feel with taste as well. Diet Coke is available in different sizes of which start from 330ml 2L bottle. This drink is mainly for the female teenagers from age 16 24. Price: Price of Diet Coke is very reasonable as compared to its major competitors. Its 330ml bottle is for 65p and 2L bottle is for  £1.98 in Tesco. Place: placement has an important role to play in the products success and failure. That is why the company makes sure that the Diet Coke is place in such a way in market that its in reach of every customer. They have very strong distribution channel and their product is available on maximum stores in the city. Promotion: For a product of such high standards like Diet Coke it requires good promotional activities. For this purpose the Coca Cola Company have chosen following promotional tools: for advertisement the company have use different types of media like television, newspaper, magazines, internet and radio. There are some characteristics to a service such as: lack of ownership, intangibility and inseparability. Each of these taken into account when marketing a service, see (Appendix 6). A product is something which is tangible where as a service is intangible. A product is much easier than the service because after marketing and selling a product there is something tangible to be seen by the customers for they are satisfaction but in services they cannot because its intangible. Basically, the marketing of product is particularly focused on 4Ps in marketing mix namely product, price, place, and promotion. The Coca Cola Company analyse the major demand of their customers in order to find out a product that can respond the market demand. Firstly, Coca Cola Company focuses on the strength as well as eliminates the vulnerabilities of marketed products in order to improve products to meet customers demand as much as possible. Secondly, they focus on the pricing factor in product marketing because the price must be set to match with the purchasing power of a target group. The Coca Cola know the nature price of selling products. Thirdly, the Coca Cola focus on place because place of product marketing refers to distribution channels to deliver and sell the product to customers. Lastly, they create the promotion on the product in order to persuade customers and motivate the sale in a short term. On the other hand, a service is the action that provide for customers. The service marketing is generally use 7Ps which is extended from 4Ps by adding people, process and physical evidence. It is important for any service industry to employ appropriate staffs or people. Employing and training of staffs have good impact that is why the Coca Cola Company gives training to their staffs because most of customers will judge the quality of their service from staffs. Therefore, Coca Cola employ staffs that have good and interpersonal skills. The essay shows that marketing mix (4Ps and 7Ps) is a very important aspect of creating marketing strategy, also it is essential for a company to implement their marketing concept successfully. The Coca Cola Company develops their product or service to meet the customers needs and wants; then they seem into determining how their consumer going to receive the product and they consider direct or indirect channels of distribution. The Coca Cola Company will decide a price for their products that ensures a profit. Finally, they promote their product by using different advertising methods to attract customers.

The Human Genome Revolution And Its Implications Essay -- Genetics Bio

The Human Genome Revolution And Its Implications Thanks to today’s technology, we can talk to people thousands of miles Rezadistant, view stars that are worlds away, and delve into our body on an unimaginable scale. This revolution has been peaceful for the most part, but the human genome threatens to be the smallest item to spark controversy in history. Both sides hold powerful cards, and, when the smoke clears, the decisions made in this country and around the world will alter the future for our descendants. On a more regional scale, no matter what happens, the genomes that reside in all of us will be scrutinized as never before, and they will finally be understood. The Rio Grande Valley is considered a rural area, an area where people do not seek treatment for their ailments as they should. Diabetes, obesity, heart problems, etc., run rampant throughout our community and the poverty of the area has only hampered efforts to turn back the tide on the war on such maladies. Personally, I am at risk for leukemia, gallstones, knee problems, and heart defects on both sides of my family. Any advancement in the field of medicine would certainly put a dent in anything that these historically difficult illnesses can throw at us. The Human Genome Project, run by the government of the United States of America, has begun to crack the shells of these human inefficiencies and failures. The DNA of every person has differences that make he or she unique from every other creature on earth. The Human Genome Project aims to take apart the human genome and look at the workings of what makes us tick. Gene by gene they have made progress and, in add ition, have created quite a stir within the international commu... ...God has created all things, and anything that lives is His work. He has given us the power to change the world, but we must strike the balance between advancement and absurdity so that He would know His own work when He saw it. This topic will not just be decided in the Valley or in Washington or The Hague. Instead, the fruition of work on the human genome will help decide the hearts and minds of the people across the globe, and that will determine the future of the human genome revolution. In these next few years, the human genome revolution will be pushed to its limits and the revolution will be tested on a pass/fail basis. Those that go against the decision of the majority will be looked down upon as either superstitious oafs or mad criminals. In the meantime, every voice lifted, regardless of opinion, will let our leaders know our wishes.

More Money More Problems

Literary Analysis More Money, More Problems The Great Gatsby was written by F. Scott Fitzgerald. In this story, there are a lot of twists and turns with several characters. Two characters that stand out the most are Tom Buchanan and Jay Gatsby. Even though they are alike in some ways, in others they were completely different. The main areas that showed their greatest differences were the way that they obtained their wealth, their relationships with Daisy, and the way they treated Nick. Even though Tom was married to Daisy, Jay Gatsby was not willing to give up on his true love Daisy.First of all, even though they both were wealthy, Tom actually came from wealth as stated â€Å"His family was enormously wealthy†¦Ã¢â‚¬  (6). He enjoyed showing off his wealth off in order to make others feel bad and make himself feel important. An example of this would be when Tom told Mr. Wilson â€Å"No, he doesn’t,† said Tom coldly. â€Å"And if you feel that way about it, maybe I’d better sell it somewhere else after all†. Gatsby on the other hand, earned his wealth starting young and working for it. He bought a house across the bay from Daisy just to be close to her.While he also showed off his wealth by having lavish parties, he did it only to be seen and impress his true love, Daisy. This is proven by to Jordan’s statement, â€Å"I think he half expected her to wonder into one of his parties some night† (79). Another way that they were different was the relationship they had with Daisy. Even though Tom was her husband, he cheated on her several times and caused her shame. One occasion he had an affair with Myrtle Wilson, when he said â€Å"I want to see you†¦. Get on the next train† (26).The other occasion was when, †The girl who was with him got into the papers, too, because her arm was broken-she was one of the chambermaids in the Santa Barbara Hotel† (77). This shows that he had absolutely no respec t for her. He also treated her more like property. On the other hand, Gatsby rebuilt his life in hopes to see Daisy and have a life with her. Gatsby told her several times that he loved her and waited five years. He was also very careful about respecting her and her marriage as evidenced when trying to arrange a meeting with Daisy.He did not â€Å"want to do anything out of the way† (79) in order to avoid putting her in an awkward position. Finally, the way that Tom treated Nick was demeaning and almost servant like. Tom put Nick in the middle of his extramarital affair without any warning or thought. When the trio travelled to New York, Nick was about to go about his business but Tom told him, â€Å"No, you don’t†¦Myrtle’ll be hurt if you don’t come up to the apartment† (28). He had absolutely no regard for Nick’s feelings despite him being related to his wife.He had little regard for his feelings and demanded his presence. Gatsby, how ever, took the time to actually befriend Nick and was never disrespectful even when arranging to meet Daisy. He had such an effect on him that Nick remained his friend until the very end. The ways that Tom and Gatsby they obtained their wealth, their relationships with Daisy, and the way they treated Nick were some of the major differences between the two. While they were alike on some levels, they were morally different.

Vampire Diaries - 61771 Words

/* /*]]*/ THE AWAKENING Vampire Diaries Volume 1 By Lisa J. Smith Contents Chapter One Chapter Two Chapter ThreeChapter Four Chapter FiveChapter Six Chapter Seven Chapter Eight Chapter NineChapter Ten Chapter ElevenChapter Twelve Chapter ThirteenChapter Fourteen Chapter FifteenChapter Sixteen Are you having a good time? Elena asked. I am now. Stefan didnt say it, but Elena knew it was what he was thinking. She could see it in the way he stared at her. She had never been so sure of her power. Except that actually he didnt look as if he were having a good time; he looked stricken, in pain, as if he couldnt take one more minute of this. The band was starting up, a slow dance. He was still staring at her, drinking her in.†¦show more content†¦And the most horrible feeling Ive ever felt in my life came over me. Ive never felt so utterly and completely lost. Home. Im home. Why does that sound like a he? I was born here in Fells Church. Ive always lived in this house, always. This is my same old bedroom, with the scorch mark on the floorboards where Caroline and I tried to sneak cigarettes in 5th grade and nearly choked ourselves. I can look out the window and see the big quince tree Matt and the guys climbed up to crash my birthday slumber party two years ago. This is my bed, my chair, my dresser. But right now everything looks strange to me, as if I dont belong here. Its me thats out of place. And the worst thing is that I feel theres somewhere I do belong, but I just cant find it. I was too tired yesterday to go to Orientation. Meredith picked up my schedule for me, but I didnt feel like talking to her on the phone. Aunt Judith told everyone who called that I had jet lag and was sleeping, but she watched me at dinner with a funny look on her face. Ive got to see the crowd today, though. Were supposed to meet in the parking lot before school. Is that why Im scared? Am I frightened of them? Elena Gilbert stopped writing. 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