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marketing mix coca-cola company

24 August 2013 - dalam pemasaran Oleh kristin-natallia-feb12

MARKETING MIX PERUSAHAAN
1. Produk
Coca-Cola Company's produk termasuk minuman konsentrat dan sirup, dengan produk utama minuman. Usaha telah lebih dari 300 merek minuman di seluruh dunia dengan yang utama menjadi Coke, Fanta, Lift, Sprite, Frutopia 100% Fruit Juice, and PowerAde. The Coca-Cola Company packages its beverages into plastic bottles of sizes 2 litres, 1.25 litres, 600mL and 300mL. Coca-Cola Company paket dengan minuman dalam botol plastik ukuran 2 liter, 1,25 liter, 600ml dan 300ml. These are also available in aluminium cans of 375mL. Ini juga tersedia dalam aluminium kaleng 375mL. Coca-Cola adalah merek dagang paling terkenal, diakui oleh 94 persen dari populasi dunia. Bisnis sangat sukses dan memiliki reputasi yang sangat baik.
2. Price
Harga Coca-Cola produk bervariasi sesuai dengan merek dan ukuran. Harga produk utama ditunjukkan di bawah ini.
ProductSizePrices (approx. not on sale prices)
Coke, Fanta, Lift, SpriteCoke, Fanta, Lift, SpriteCoke, Fanta, Lift, SpriteCoke, Fanta, Lift, SpriteCoca-Cola soft drinksCoca-Cola soft drinksPowerAde2L bottle1.25L bottle600mL bottle300mL bottle375 x 30 cans375 x 18 cans ---$2.57$1.35$2.10 - $2.30$1.30$17.87$12.98$2.80
3. Promotion
The business uses a range of promotional activities, shown in the table below. Promotional strategyExplanation of promotional strategy
AdvertisingThe Coca-Cola Company uses advertising as its main source of increasing consumer awareness. It mainly uses the television. There are many television advertisements on Coca-Cola products. This source allows the company's products to reach a large audience.The latest television advertisement for Coca-Cola soft drinks was the 'You know you want it' advertisement. One of the older one are ' If you drink it, you get better of life' The company also uses the radio as another source of advertisement. This is a cheaper source of approach compared to the television.Recently, the company benefited from its involvement in the world's celebrated games such as the Olympics and the FIFA World Cup. Where millions were watching these games,the business had substantial advertising and promotions of the company's brands.The cost of advertising over the past 3 years is shown in Fig. (11).Cost ($ mil) YearFig. (11) The Coca-Cola Company's advertising costs
Personal sellingEvery year, The Coca-Cola Company has a highly trained sales team, which acts as a representative of the company to the retailers. This strategy helps to maintain service and product loyalty. It has been demonstrated bythe business to be highly effective.
Publicity In February 2003, Vanilla Coke was released to the media as a news brief outlining the huge profit achieved by the business (from the Sydney Morning Herald 14th February 2003). This helped The Coca-Cola Company to strengthen the image of the business's products.
4. Place
The Coca-Cola Company sells its products to bottling and canning operations, distributors, fountain wholesalers and some fountain retailers. These then distributes them to retail outlets, milk bar and corner stores, restaurants, petrol stations and newsagents. Wholesalers/distributors, Retail/corner stores, Restaurants, petrol stations,Consumers.
Intensive distributionThe Coca-Cola Company uses the intensive distribution strategy. The business's products are sold in almost every outlet including: •retail outlets •small shops •restaurants •petrol stations •newsagents •schools •sports and entertainment venues•from vending machines.



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