Redevelopment of the Coca Cola Marketing Mix

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Introduction

The marketing news story is about how Coca-Cola is going to further improve in terms of marketing to a fast paced world.

This essay would comprise of how Coca-Cola redevelop its marketing mix, Porter’s five forces, as well as the continual advertising of Coca-Cola with the aid of social media as a platform.

Redeveloping its Marketing Mix

There has always been a need to innovate. (Drucker, 1986) Coca-Cola understood this perfectly hence they always came up with ways to innovate. The intent for Coca-Cola has always been ‘within an arms length’ to the Coca-Cola consumers around the globe. (Hamel & Prahalad, 2010)

‘The first innovation area Joe Tripodi addressed was packaging.’ (Dan, 2013) However well a brand is initially positioned in the market, the company would have to reposition it later. (Kotler, Adam, Brown, & Armstrong, 2006) This was the issue that Coca-Cola was facing.

By 2015, the standardized Coca-Cola contoured shaped bottle would have been a hundred years old. This has resulted in Coca-Cola to be a ubiquitous brand in the names of many. (Coupulsky, 2011) Many companies would want to be globally standardized as this would result in companies being able to absorb the benefits of the economies of scale. (Kotler, Adam, Brown, & Armstrong, 2006) (Usunier & Lee, 2005)

However, even though the Coca-Cola contoured shaped bottled is standardized and would be a hundred years old in the year 2015, Coca-Cola uses the adapting to local environment method. (Mooj, 2010) Many people have said that Coca-Cola taste different around the world. (Quelch & Jocz, 2012) The reason why is because Coca-Cola works in tailoring their beverage locally to accommodate the local taste. (Coca-Cola Great Britain, 2010) Due to different cultures across the world, Coca-Cola is manufactured and marketed differently amongst countries. (Anad P., 2008) It is not possible to use the same marketing techniques to market in all countries. Coca-Cola indeed has used much different kind of advertisements and they were mostly excellent.(Keller, 2001) However, although many would say that it was the advertisement that got the brand successful, distribution played a huge part in the success factor of the Coca-Cola brand. (Mooj, Global Marketing and Advertising (Understanding Cultural Paradoxes), 2010)

Another example would be Wendys. Wendys is tied to a ten-year deal with Coca-Cola. Which means that Coca-Cola would be available for the consumers alongside with the food from Wendys. Hence, Wendy is a company that aids in helping to distribute Coca-Cola, and it is used as a marketing intermediary (Kotler & Armstrong, Principles of Marketing) to reach out to the Coca-Cola consumers.

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