MKT 421 Week 3 Team Assignment Strategy and Positioning Paper 2
Melt-Away: Product Strategy and Positioning
MKT/421
Introduction
Today, July 28, 2014, the Coca-Cola Company is proud to announce a new product line to benefit the hard working, parents, and employees of America who struggle daily to meet life’s demands and maintain optimum health. This new product will boost energy levels with natural, healthy, ingredients designed to assist with maintaining a healthy, body, weight. Coupled with “Melt-Away” (available in numerous flavors with varying ingredients for different needs) is a program available online to help consumers reach goals, stay on track, and make healthy living part of daily life, forever. America today is facing an obesity epidemic. Changing work and life habits in recent years demand less physical activity for many working Americans while demanding more thought and hours of time. The changing workforce of today works on computers and telephones because of the global expansion of the Internet. Fast food has become increasingly popular, contributing to America’s weight gain. Plans to incorporate future food products are in the beginning stages. To meet the needs of changing life, Coca-Cola Company has researched, tested, and today announces Melt-Away, the first of a life changing product line.
Company Overview The Coca-Cola Company has been serving their product since May 8, 1886. They have over 3,500 products worldwide with a large range of options. Products range from water and orange juice to the soda drinks that made the company (“Coca-Cola Journey,” 2014). Out of the top 20 brands, 19 of them have low or no calorie options, or they are low or no calorie. Coca-Cola has approximately 250 bottling partners and nearly 900 plants worldwide. They have over 24 million retail customer outlets, which means they reach a lot of people. Coca-Cola is willing to invest in their company. They have invested over $50 billion in new facilities and distribution infrastructures, equipment, and retail
MKT/421
Introduction
Today, July 28, 2014, the Coca-Cola Company is proud to announce a new product line to benefit the hard working, parents, and employees of America who struggle daily to meet life’s demands and maintain optimum health. This new product will boost energy levels with natural, healthy, ingredients designed to assist with maintaining a healthy, body, weight. Coupled with “Melt-Away” (available in numerous flavors with varying ingredients for different needs) is a program available online to help consumers reach goals, stay on track, and make healthy living part of daily life, forever. America today is facing an obesity epidemic. Changing work and life habits in recent years demand less physical activity for many working Americans while demanding more thought and hours of time. The changing workforce of today works on computers and telephones because of the global expansion of the Internet. Fast food has become increasingly popular, contributing to America’s weight gain. Plans to incorporate future food products are in the beginning stages. To meet the needs of changing life, Coca-Cola Company has researched, tested, and today announces Melt-Away, the first of a life changing product line.
Company Overview The Coca-Cola Company has been serving their product since May 8, 1886. They have over 3,500 products worldwide with a large range of options. Products range from water and orange juice to the soda drinks that made the company (“Coca-Cola Journey,” 2014). Out of the top 20 brands, 19 of them have low or no calorie options, or they are low or no calorie. Coca-Cola has approximately 250 bottling partners and nearly 900 plants worldwide. They have over 24 million retail customer outlets, which means they reach a lot of people. Coca-Cola is willing to invest in their company. They have invested over $50 billion in new facilities and distribution infrastructures, equipment, and retail
References: Cannon, J., MacCathy, J. & Perreault, W. (2014). Basic Marketing. A Marketing Strategy Planning Approach. Retrieved from the University of Phoenix eBook collection Coca-Cola Journey. (2014). Retrieved from http://www.coca-colacompany.com/our-company/infographic-coca-cola-at-a-glance. Retrieved from: http://www.academia.edu/389600/The_Strategic_Positioning_of_Coca- Cola_in_their_Global_Marketing_Operation Investopedia (2014). Porter’s 5 Forces. Retrieved from http://www.investopedia.com