• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Is Coca-Cola Market Orientated?

Extracts from this document...

Introduction

BH104 Market Relations: Assignment 1 Is Coca-Cola Market Orientated? Induction: Plan To answer this question, I have analysed the method of Coca-Cola and then matching the results from my analysis to the methods which are related to each orientation and then describing which orientation best describe Coca-Cola. I had researched the information by contacting the Coca-Cola's customer service help-line for an information pack and by contacting The Coca-Cola Company's Industry and Consumer Affair's officer (Alneka Warren) by email. I have also visited The City Business library in Moorgate for further information relating to Coca-Cola and used various textbooks and various web sites from the internet. The two marketing orientations are: 1. Product orientation 2. Market orientation Product orientation This can be defined as "An approach to business which places the main focus of attention upon the production process and the product itself" (Needham & Dransfield 1995). ...read more.

Middle

* Understand that every activity of an organisation can have an impact on customer satisfaction. If things do not quite work out as planned e.g. like the launch of New Coke. By the company learning through experience of taking risks is vital if better results are to be achieved next time. * Have senior management committed to the importance of marketing. Coca-Cola is now trying to develop the brands vertically (most well known brands include Coca-Cola, diet coke, Sprite and Fanta), by creating a deeper consumer desire for that brand than expected the day before. This involves giving people more reasons to buy Coca-Cola brands instead of reasons to buy competing ones, such as Pepsi (Owned by PepsiCo) and Richard Branson's Virgin Cola. ...read more.

Conclusion

It was coke biggest ever UK promotion. Later this year Coca-Cola GB was again focusing on teenagers by offering them the chance to win a 48-hour break in teen-themed house, sponsored by its Fanta brand. The "Fanta House" features an Internet caf�, an electronic games room, a table football room, and a chill-out zone. Coca-Cola is dubbing the initiative "the ultimate hang-out". Conclusion From the information that I have gathered that through increasing competition from other competitors, Coca-Cola is adopting to market orientated. They are researching and providing customers with what they want and satisfying their needs through the promotions and offers on pre-paid mobile phones and having competitions for The Fanta house. The emphasis on consumer orientation has meant that their products have continued to be successful by being able to provide the products that the consumers want and if they do not prove to be successful they are bold enough to listen and to make changed. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    The following are examples of factors in the macro economy: * Economic growth * Interest rates * Exchange rates * Inflation rate At present inflation is low which means that Interest rates are down too so there is a high chance that consumers will buy my product and they have

  2. The purpose and activities of each functional area and internal and external communications at ...

    This helps them achieve most of their aims like major rise in profit. The human resources department needs to communicate with production manager for several reasons. I asked Andrea Reeves the HR manager and she said, 'we communicate well to know the attendance, punctuality of the employees so that we

  1. Coca cola - swot analysis

    It suggests that effective advertising will raise: * Awareness * Interest * Desire * Action So that consumers buy Coca-Cola. AIDA reminds me that we are dealing with a process that takes place in the mind of consumers, it is not only that advertising, which we are researching but how it is perceived by the consumer.

  2. Viral Marketing

    The 'free' word attracts eyeballs and these eyeballs bring e-mail addresses, advertising revenue and sales opportunities. Therefore, most of the viral marketing programs provide free e-mail services, free 'cool' buttons, and free software programs besides other things. 2. Provides for effortless transfer to others The medium that carries the marketing

  1. Create ing your own business - create a full plan on a business of ...

    My business will be located in harrow. The location has been carefully thought out. Eventhough there is a lot of competition in and about the harrow complexes of St. Ann's and St. Georges. My mobile phone shop will be located in St Ann's road.

  2. marketing communications for cider

    Adults 35-65+ 6,294 Adults ABC1 5,667 Adults C2DE 5,820 Individuals 4+ 11,487 source: BARB/TNS Infosys, dayparts analysis, July 2006 Broadcast Area Greater London Broadcast Time Weekdays Monday 06.00 - Friday 17.14 Programming Profile A range of popular programmes for the network as well as local programmes targeted at the region.

  1. Marketing Media and Audience Feedback

    This is important for the design of the newspaper, where the editor also achieves contrast through colour by displaying black type with colour boxes, pictures and heads. In addition, by using the rhythm concept, the editor tries to get the reader to move from one element to another on the

  2. Olympic Games Event

    In the same poll 85% indicated that they "welcome corporate sponsorship if it keeps the Olympics going", and, even more encouraging for sponsors, 30% said that "a company's involvement in the Olympics has a positive impact on my everyday purchasing decisions".

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work