Coca-Cola Marketing Mix

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ACKNOWLEDGEMENT

I would first like to express my gratitude for my research supervisor, colleagues, peers and family whose immense and constant support has been a source of continuous guidance and inspiration.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

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ABSTRACT

Marketing and concepts related to the field have evolved dramatically in the past two decades. Globalisation and technology has had a tremendous impact on product marketing and launching schemes. The beverage industry is currently feeling the heat of robust competition due to the fact that all the major players have opted for new marketing strategies in order to gain competitive advantage. This dissertation highlights the importance and application of marketing strategies being implemented by Coca-Cola, the leading beverage firm and their global scope. The dissertation is divided into five chapters, with the first providing introduction to the topic, followed by review of literature in the second chapter. The third chapter covers the methodology. The findings are presented in the fourth chapter. The fifth chapter concludes the dissertation, providing useful implications and recommendations for future research.



TABLE OF CONTENTS

ACKNOWLEDGEMENTI

DECLARATIONII

ABSTRACTIII

CHAPTER 1: INTRODUCTION1

About Coca-Cola1

Background of the Study1

Problem Statement2

Purpose of the Study2

Aims and Objectives2

Rationale of the Study3

Significance of the Study3

CHAPTER 2: LITERATURE REVIEW4

Marketing Strategy4

Marketing Mix4

CHAPTER 3: METHODOLOGY7

Research Method7

Research Design7

Instrument and Data Collection8

Questionnaire design8

Data analysis8

Sampling method8

Reliability/Dependability9

Validity9

Ethical Considerations9

CHAPTER 4: ANALYSIS AND DISCUSSION11

Coca-Cola marketing strategy11

The Global Dimension11

Target Market and Segmentation12

Product Positioning13

Product Equity13

Product Image14

Questionnaire analysis14

Costing Strategy of Coca Cola22

CHAPTER 5: CONCLUSION24

Summary24

Conclusion24

Limitations of the Study26

Implications for future research27

REFERENCES28

APPENDIX - A35

CHAPTER 1: INTRODUCTION

About Coca-Cola

In 1886, a businessman called Asa Griggs Candler, made an offer to its creator to make it a famous drink in the United States but was later acquired by, whose tactics of marketing were to drink one of the most consumed of the twentieth century. Pemberton accepted the offer (sold the formula and his company in $ 23,300) and Candler opened its several containers in the United States. Later a group of lawyers bought the company and expanded the reach of Coca-Cola worldwide. From there the company became known and recognized as The Coca-Cola Company. In 1904, a town was built and was named after Candler. In its foundation it had a copper tray with his portrait and a bottle of Coke. The companies mix the concentrate with filtered water and sweeteners to sell and distribute the drink in cans and bottles in retail stores or wholesalers. There are variants of the Coca-Cola which are also made by the same company such as Coca-Cola Light and Coca-Cola Diet; others are caffeine-free Coke, Cherry Coke, Vanilla Coke, and Coca-Cola Zero etc. Amongst its assortment, the lemon flavoured coke is especially liked by the public (Wolf, 2009, 7).

Background of the Study

For a company to succeed in the global soft drink industry, it needs to achieve critical ...