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Marketing Strategy for coca-cola.

Extracts from this document...


NAME PRAVIN ARICHANDRA COURSE UNIT: 3 With ROY .M. WOOD A for Terms of Reference: * How the strategy is based on the principles of marketing * How you used sources of primary and secondary marketing information * How you analysed the marketing context and decided on an appropriate strategy * How you would develop a coherent mix of strategies to meet consumer needs * An evaluation of the reliability of the different marketing models used Terms of Procedure: Definition of marketing 'Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.'(Chartered Institute of marketing) or 'Marketing is a total approach to business that puts the customer at the centre of things.' (Channel 4 and Yorkshire TV's 'The Marketing Mix') or Marketing is selling goods that don't come back, to people who do' (Baker) Marketing strategy a part of the marketing management process: The marketing management uses marketing strategies so that they can meet the customer's needs. The marketing strategy involves pricing, advertising, branding, packaging, publicity, public relations (PR), sales promotion methods, merchandising, and distribution. The marketing management uses all these strategies so that they can sell their product to the customer. They do it by making their product look different to their competitors using the Marketing Strategy. I will state a written plan for my strategy. The strategy, which I am doing, is for Coca Cola Company taking the product Coca-Cola. I will also make a verbal presentation of one aspect of my strategy in front of the class. Sections of my Strategic Report: My report will contain all these following strategies through which I will be marketing my product. The sections are as follows: * The Product * Distribution * Promotion * Customers * Market * Competitors * PEST Analysis * SWOT Analysis I) Product: Product is the range of goods or services that the organisation offers to the marketplace. ...read more.


Annual report (VI 10) What market share does it have? US, Australia, Japan and Western Europe were the dominant markets but the growth has showed down dramatically but they are still important market for coke and pepsi. Other international markets have now become the hotspots for Pepsi. These markets are Eastern Europe, Mexico, china, Saudi Arabia and India. Pepsi has 37% global market share operating in 190 countries. (VI 11) Difference in design, quality, availability. At every level of Pepsi Cola Company take great care to ensure that highest standards are met in everything they do. In their product, packaging, marketing and advertising, they strive for excellence because they think their customer deserves better quality products. They promise to work towards improvements in all areas of their organisation. In their manufacturing and bottling process, strict quality controls are followed to ensure that Pepsi Cola products meet the same high standards of quality that customers expect from them. They also follow strict quality procedures during manufacturing and filling of their packages. Each bottle and can goes through inspection and testing process. Containers are rinsed and quickly filled through a high speed, state of the art process that helps prevent any foreign material from entering the product. Additional quality control measures help to ensure the integrity of Pepsi Cola products throughout the distribution process from warehouse to store shelf. Pepsi Cola local bottlers determine which products to pack and sell in their territory based on local consumer demand and other market factors. (VI 12) How do they promote their product Pepsi has a big enough market share to challenge Coca Cola. They have their best balance of promotions, communicating to their target audience through celebrities like Robbie Williams, David Bekham, Britney Spears, etc. The Pepsi chart also helps in promoting as the youth like music. Pepsi is gaining the football market from Coke. Pepsi also promotes on internet, newspaper, through sponsorships, radios, etc (http://www.pepsi.com/current/index.html) ...read more.


Using all these factors I will be promoting my new product. Place:- The product will be launched nationally in the U.K. The product will be placed in supermarkets, grocery stores, hotels, restaurants, canteens, retail shops, etc. Once the product is well know and established I will launch it in Europe and then in Asian countries. As from the above description of the 4 P's in my strategy I have used you can see my marketing strategy is well balance in terms of the fit of the 4 P's. Useful module in the analysis The most useful model used in my analysis was the Boston Matrix. The influences of growth and market share have been brought together into a matrix products are labelled according to their likely impact on an organisation's resources. The Boston Matrix emphasises the need for a balanced portfolio of products if an organisation is to grow and be self-sufficient in resources. Once the portfolio has been established it shows that there are four basic strategies for each product they are build, hold, harvest and diverse Limitations of Boston Matrix Limitation of this module is that the growth share of analysing product portfolio disputes the simplistic assumption that market share is always the key measure of products competitive position and that market growth is always the most important indicator of an industry's attractiveness. In particular it overlooks the large number of highly successful products which occupy niche positions in large markets and the diseconomies of scales are providing some services which weakens the value of a high market share Limitations of Ansoff Matrix It is used little in practice. Some managers have not heard of them, other do not understand them and some have tried them and found them wanting as management techniques. The tools are frequently misapplied and often too much is expected from them. They are intended as techniques which can help the product planning process, by providing ideas on the value on their own which can determine product strategy. 1 Pravin Arichandra ...read more.

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