Markerting Concept Coca Cola
This is assignment will require to explain the underlying principles behind the main marketing theories, it will also require an in-depth application, analysis and evaluation of a good or service that is currently available both in the UK market and in the international market. The Product that will be analyses within the assignment is The Coca Cola Company (CCC).
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“Business idea or philosophy based on the importance of profit, consumer satisfaction and the welfare of the general public.” [5]
Collin, P (1997)
The Coca Cola Company is one the biggest successful soft drink company that offers 3,500 various diverse products to over 200 countries worldwide. The company originated in 1889 by pharmacist Dr John Pemberton. Dr Pemberton carried out a jug of Coca Cola syrup at his Jacob Pharmacy in Atlanta USA. [3]
Marketing Mix
Marketing mix can be defined as the combination of elements in an organisation’s offering the market; ‘offerings’ being either products or service. These elements were identified as Product, Price, Place and Promotion in early versions of the mix. As result, they are known as the Four Ps.
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[1] (2008). Portfolio.
Product
The marketing mix combines many factors, but consumers view marketing effort in more tangible terms of the product. It is important for marketers to recognise that much of the ‘want-satisfying’ nature of the product is derived from consumers perceptions. The true nature of the product is how the consumer perceives it, and not what the company would like it to be.
CCC product first started in 1886, when they were originally made as soda fountain drink. The company has now expanded over to 3,500 diverse product (see picture above). They offer a wide range product form soft drinks to tea drinks to bottle water. The typical famous packaging of red and white CCC products is a world recognised. The coca cola company is the most sold soft drink across worldwide. Its not only sold business to business
[pic]
“Business idea or philosophy based on the importance of profit, consumer satisfaction and the welfare of the general public.” [5]
Collin, P (1997)
The Coca Cola Company is one the biggest successful soft drink company that offers 3,500 various diverse products to over 200 countries worldwide. The company originated in 1889 by pharmacist Dr John Pemberton. Dr Pemberton carried out a jug of Coca Cola syrup at his Jacob Pharmacy in Atlanta USA. [3]
Marketing Mix
Marketing mix can be defined as the combination of elements in an organisation’s offering the market; ‘offerings’ being either products or service. These elements were identified as Product, Price, Place and Promotion in early versions of the mix. As result, they are known as the Four Ps.
[pic]
[1] (2008). Portfolio.
Product
The marketing mix combines many factors, but consumers view marketing effort in more tangible terms of the product. It is important for marketers to recognise that much of the ‘want-satisfying’ nature of the product is derived from consumers perceptions. The true nature of the product is how the consumer perceives it, and not what the company would like it to be.
CCC product first started in 1886, when they were originally made as soda fountain drink. The company has now expanded over to 3,500 diverse product (see picture above). They offer a wide range product form soft drinks to tea drinks to bottle water. The typical famous packaging of red and white CCC products is a world recognised. The coca cola company is the most sold soft drink across worldwide. Its not only sold business to business
Bibliography: [1] (2008). Portfolio. Available: http://www.thecoca-colacompany.com/citizenship/portfolio.html. Last accessed 25th Jan 2012. [2] (2012). 125 years of sharing happiness. Available: http://www.thecoca-colacompany.com/heritage/pdf/Coca-Cola_125_years_booklet.pdf. Last accessed 1st Feb 201 [3] (2012). Heritage. Available: http://www.thecoca-colacompany.com/heritage/ourheritage.html. Last accessed 1st Feb 2012. [4] (2012). Product Line. Available: http://www.thecoca-colacompany.com/brands/brandlist.html. Last accessed 1st Feb 2012 [5] Collin, P (1997). Dictionary of Marketing. 2nd ed. Middlesex: Peter Collins Publishing. p129 [6] Interbrand. (2011). Best Global Brand. Available: http://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=37&year=368. Last accessed 1st Feb 2012. [7] Page, S (1995). Introductory Marketing. Cheltenham: Stanley Thornes LTD. P18- 19, 40, 43,56-58, 72-76, 232-234 [8] Lancaster G & Reynolds P (2002). Marketing made simple. Oxford: Butterworth- Heinemann. P14-18, 27-31,38-39, 120-123