可口可乐市场营销4P组合;Coca-Cola Marketing Mix

Coca-Cola Marketing Mix: Product, Place, Price, Promotion Product:In order for an organization to be successful it needs to have a well-defined marketing mix. The marketing mix consists of the four P’s; product, place, price, promotion (Hair, Lamb, & McDaniel, 2006, p. 48). Product is defined as “everything, both favorable and unfavorable, that a person receives in exchange”(Hair, Lamb, & McDaniel, 2006, p. 48). The Coca-Cola Company’s products consist of beverage concentrates and syrups, with the main product being the finished beverages (Coca-Cola Datamonitor, 2007). Coca-Cola’s products can be viewed as both business and consumer products. Ultimately, the main goal of the Coca-Cola Company’s is to satisfy a consumer’s personal want, which is th e definition of consumer products (Hair, Lamb, & McDaniel, 2006, p. 248). The type of consumer product the Coca-Cola Company creates is convenience product. Convenience products normally require a wide distribution in order to sell sufficient quantities to meet profit goals (Hair, Lamb, & McDaniel, 2006, p. 285). In addition, the Coca-Cola Company often pays a certain amount to retail stores to resell their product. Therefore the Coca-Cola Company products can be considered a business product.The Coca-Cola Company has a fairly large product mix which contains about 400 brands, including diet and light beverages, waters, juice and juice drinks, teas, coffees, energy, and sports drinks (Coca-Cola Datamonitor, 2007). The Coca-Cola Company has increased its product mix width since 1960. This enabled theCoca-Cola Company to spread risk across many product lines rather than depend only on one and to help generate sales and boost profits within its organization (Hair, Lamb, & McDaniel, 2006, p. 287). The Coca-Cola Company also packages its products different sizes to appeal to certain consumers (Hair, Lamb, & McDaniel, 2006, p. 286). For example, Diet Coke is available in twelve-ounce or evensix-ounce cans and various plastic containers, ranging from two liters to twenty ounces (Coca-Cola Company, 2006).The Coca-Cola Company has increased its product mix by product line extensions as well as creating new products. The Coca-Cola Company has extended its product line by introducing a variety of drinks (“Will New Cokes”, 2006). These include Vanilla Coke, Cherry Coke, Cherry Vanilla Coke, Coke Plus and many more to attempt to meet the needs of all of its’ consumers. The Coca-Cola Company also increases its product mix and broadens its market by the innovation of new juice and sport drink products (Marcial, 2007). This fairly large product mix enables the Coca-Cola Company to satisfy the needs of their consumers’ thirst, whatever it may be. This type of product mix allows the Coca-Cola Company to achieve its mission statement in which it states that it wants to “refresh the world” (Coca-Cola Company, 2006).Place/Distribution:Another crucial part of the marketing mix is place and distribution of an organizations product. Place and distribution strategies are “concerned with makingproducts available when and where customers want them” (Hair, Lamb, & McDaniel, 2006, p. 48). The Coca-Cola Company states in its mission statement that it wants to offer its products to all consumers globally (Coca-Cola Company, 2006). The Coca-Cola Company uses intermediaries (i.e. retailers and distributors) instead of directly selling to distribute its products worldwide (Coca-Cola Datamonitor, 2007). The Coca-Cola Company also uses intensive distribution strategies to make sure their products can be available everywhere. One low profile type of retailing that the Coca-Cola Company does to increase its distribution of its product is the use of automatic vending machines. These can be found in a number of places, such as schools and concert venues (Hair, Lamb, & McDaniel, 2006, p. 411). Since their product is a convenience product, it requires a wide distribution in order to meet profit goals (Hair, Lamb, & McDaniel, 2006, p. 285).Recently the Coca-Cola Company has focused more on their global strategy to help them increase their growth. Much of this growth is coming out of Latin America, the BRIC, and West ern Europe (“Innovation, acquisitions”, 2007). Currently many Europeans are beginning to be more worried about their health, which has increased Coca-Cola’s Diet Coke and Coke Zero sales (Fuhrman, 2007). In addition, the Coca-Cola Company is in many other countries including India that are in the growth stage of the product life cycle (“Marketing: New products”, 2007).The Coca-Cola Company’s growth in these areas are caused by their improved marketing to consumers, better relationships with bottlers, th eir “live happily” campaign in 200 markets, and the launch of Coca-Cola Zero. They also launchedMinute Maid juice in India as well as China and Korea (“Marketing: New products”, 2007). Their innovation and introduction of new products as well as their “wi nning culture” has helped them begin to grow again worldwide.Price:Price of the product or service is another important part of the marking mix. Price is defined as “what a buyer must give up to obtain a product” (Hair, Lamb, & McDaniel, 2006, p. 49). Price is the quickest and most flexible element to change in the marketing mix. The prices of the Coca-Cola's Companies products vary according to the brand and the size in which they come in (Coca-Cola Company, 2006). The Coca-Cola Company's products are sold by a wide variety of distributors and retail stores, such as convenient stores and gas stations, as well as vending machines (Coca-Cola Datamonitor, 2007). The distributors and retail stores that the Coca-Cola Company deals with often implement their own pricing strategy (Coca-Cola Datamonitor, 2007). Gas stations and convenient stores usually sell Coca-Cola products at a fixed price. However, the retail outlets use a variety of pricing methods and strategies when selling Coca-Cola products (Coca-Cola Datamonitor, 2007). There is often competition pricing of the Coca-Cola products and prices are set around the same level as its competitors. In addition there are also psychological pricing strategies that are used to make consumers perceive that the products are cheaper than they really are.Promotion:The fourth aspect of the marketing mix is promotion of a product. The promotions role in the marketing mix is to “bring about mutually satisfying exchanges with target markets by informing, educating, persuading, and reminding them of the benefits of an organizations product” (Hair, Lamb, & McDaniel, 2006, p. 49). Since the Coca-Cola Company operates on a global scale, their promotional strategy needs to consider the external environment in which their products are. These external environmental factors include culture, economic and technological development, political structure, demographic makeup and natural resources (Hair, Lamb, & McDaniel, 2006, p. 77). For example, the Coca-Cola Company promoted its new Coke Zero in Australia differently than it did in the United States because of the different external environmental factors associated with that segment (Alarcon, 2007). In addition, the Coca-Cola Company often has to adapt its advertisements in different cultures. For example, an ad in Singapore portraying teenagers careening down a store aisle on a grocery cart was perceived as too rebellious (Hair, Lamb, & McDaniel, 2006, p. 129). The ultimate goal of any promotion is to get someone to by a good or service. There are four main aspects of the promotional mix that integrate together to create a competitive advantage for an organization. The four aspects of the promotional mix are advertising, public relations, sales promotion, and personal selling (Hair, Lamb, & McDaniel, 2006, p. 411)The advertising part of the promotional mix allows the organization to reach the masses with its product. The Coca-Cola Company was built heavily on advertising and marketing investments. Today the Coca-Cola Company spends mostof its money on advertising that maintains the brands awareness (Hair, Lamb, & McDaniel, 2006, p. 468). Thus advertising is a main source in increasing consumer awareness. The Coca-Cola Company uses many forms of advertising, from TV advertisements to magazines and billboards (Steinberg & Vranica, 2004). One target segment that the Coca-Cola Company is having trouble trying to advertise to is the more outdoor, health conscious and environmentally friendly consumer (Steel, 2007). The advertisers are unsure how to advertise to them in a “green” fashion where the advertisement achieves its goals of persuading, informing, and remindingas well as being environmentally friendly.Public relations part of the promotional mix helps maintain an organizations image and educate consumers (Hair, Lamb, & McDaniel, 2006, p. 444). Many organizations hire outside professional help to deal with public relations within an organization. Public relations are “the element in the promot ional mix that evaluates public attitudes identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance” (Hair, Lamb, & McDaniel, 2006, p. 441). The type of public relations tools that the Coca-Cola Company uses widely are product placements and sponsorships (Steinberg & Vranica, 2004).The Coca-Cola Company often uses is a spokesperson to appeal to the younger more youthful (Hair, Lamb, & McDaniel, 2006, p. 163). An example of this can be seen in China where the Coca-Cola Company has increased advertising containing younger Chinese celebrities to help inform, persuade, and remind theirtarget segment (Flagg, 1999). The Coca-Cola Company also uses publicity to try and create a good company image. An example of this is when the Coca-Cola Company invested 60 million dollars in creating a recycling plant in South Carolina. By creating this plant the Coca-Cola Company hopes to help eliminate carbon dioxide emissions and recycle a mast majority of their plastic bottles (Truini, 2007). This effort in trying to help reduce the carbon dioxide emissions strengthens the Coca-Cola Company image of wanting to create value and make a difference everywhere they go.Personal selling allows the organization to build relationships with their consumers or other business associates (Hair, Lamb, & McDaniel, 2006, p. 444). Personal selling is defined as “direct communication between a sales representative and one or more prospective buyer” (Hair, Lamb, & McDaniel, 2006, p. 443). Personal selling in the Coca-Cola Company often is done in a business-to-business fashion. An example of this is seen when the Coca-Cola Company was trying to boost their sales in North America by forming alliances with Nestea to create coffee and tea drinks (McKay & Corderio, 2007). This demonstrates how the Coca-Cola Company uses personal selling in a business-to-business atmosphere to provide its’ consumers with a larger variety of products that can satisfy their need.The Coca-Cola Company also uses sales promotions to increase their effectiveness of their promotional efforts. The essence of sales promotion is to help stimulate a purchase (Hair, Lamb, & McDaniel, 2006, p. 444). Some examples ofsales promotions that the Coca-Cola Company uses are coupons and rebates and are used frequently because they are more likely to influence customers’ buying decision (Hair, Lamb, & McDaniel, 2006, p. 442). Another type of sales promotion that the Coca-Cola Company is currently using is their coke rewards points promotion. “My Coke Rewards” is customer loyalty marketing campaign from the Coca-Cola Company. Customers enter codes from specially marked packages of Coca-Cola products into a website. These codes are converted into virtual "points" which can in turn be redeemed for various prizes or sweepstakes entries (Coca-Cola Company, 2006). The ultimate goals and tasks of promotion mix are to inform, persuade, and remind the target audience.。

Marketing Plan and Research Report of Coca-ColaTable of ContentExecutive summary (2)External environment analysis (2)Market strategy (6)Marketing research result (6)Marketing mix summary (7)Detailed strategy for promotion (9)Controls (11)Reference list (13)Executive summaryThe Coca-Cola Company (“Coca-Cola”) was founded in 1886 which is ranked number one in the beverage industry. The company manages more than 500 nonalcoholic beverage brands, and four of the top five nonalcoholic sparkling beverage brands are owned by Coca-Cola. According to its 2012 annual report, the whole group’s net operating revenue amounted to 48.02 billion USD (The Coca-Cola Company Annual Review, 2012). In addition, Coca-Cola accounts for approximately 37.1% of all the soft drink market, followed by PepsiCo at about 30.2%, and Dr. Pepper Snapple Group at 21.4% (Faber, 2012).In the long-standing viewpoint, Coca-Cola has an inclination to expand its market share to 50% and its sales revenue to 500 billion USD in the 2015 (Hofstede, 2012). Although its prosperous status quo, the company is also facing against an intensified competition. This report is aimed at analyzing the overall marketing strategy of Coca-Cola to find out the potential vulnerabilities. Then, based upon the analysis and in-depth research, it will outline the strategic plan for the future in order to further enhance Coca-Cola’s marketing status.External environment analysisA well-rounded analysis of company’s environment will be beneficial for the comprehensive understanding of the situation. First, it is better to research Coca-Cola’s external situation which includes three parts: macro-environmental factors, micro-environmental factors and competitive strategy.For the macro aspect, this report utilizes PEST model which examines the changes in a marketplace caused by Politics, Economy, Social and Technological factors.•Political AnalysisShifts of government’s attitude towards the foreign-invested enterprise may pose a threat to the company. Especially in the emerging countries, the political stability is essential to a successful business. In addition, changes of laws and regulations, including non-alcoholic drinks regulation should be considered.•Economic AnalysisAccording to IMF, while there have been some encouraging signs of economic recovery, the global economic growth seems to be losing momentum. In other words, the company still needs to be vigilant to the outside world and the emerging economy to seize opportunities.According to the Standard and Poor's Industry surveys, "For major soft drink companies, there has been economic improvement in many major international markets, such as Japan, Brazil, and Germany." These markets will continue to play a major role in the success and stable growth for a majority of the non-alcoholic beverage industry.•Social AnalysisLiving a healthier lifestyle is so prevalent all around world that has affected the non-alcoholic beverage industry as some consumers are switching to bottled water and diet colas instead of beer and other alcoholic beverages. This continued tendency will impact the non-alcoholic beverage industry by increasing the demand overall and in the healthier beverages.•Technological AnalysisThe rapid advancement of science and technology may deeply impact Coca-Cola as well. For example, novel distribution channel, diversified promotion campaign and new production line etc.In terms of micro-environmental factors, it is advisable to use Porter's Five Forces model to analyze the market condition.•Threat of new entrantsCompared with other industry, soft drinks industry has a relatively higher gross profit rate and lower barriers to entry, accordingly, there do exist many potential entrants. •Threat of substitute productsAs is mentioned above, healthier drinking has been a new trend for the consumers. So, enough attention must be paid to the substitute products such as tea drinks, bottled water and sports drinks.•Bargaining power of customerWith thousands kinds of non-alcoholic beverage in the market, consumers have a wide range of options. Additionally, they are also becoming sensitive to price which render them to have more bargaining power.•Bargaining power of suppliersAs the leading company in the market, Coca-Cola stays strong to the suppliers who are willing to collaborate with such a giant enterprise. In other words, bargaining power of suppliers is comparatively weak.•Intensity of competitive rivalryRelied upon its sales and distribution channels, Coca-Cola has undoubtedly established a mature marketing network. But what can’t be ignored is the threats posed by companies out of carbonated beverage, they all spare no effort to gain market share inBroadNarrow the relevant industry.After the analysis of the above two factors, keeping alert and further developing the core competency are extremely significant to Coca-Cola. Thus, how will the company compete with the major players in the market?Competitive AdvantageLower Cost DifferentiationAs can be seen in the chart, the company used differentiation and cost leadership tactics. Differentiation is achieved through superb quality of its product, which surpasses the company’s major rivals in the brand image and high customer recognition. What’s more, its promotion campaign and packaging strategy also differentiate Coca-Cola from competitors, for instance, its unique bottle design has become a world famous symbol.The positioning of cost leadership is achieved not only through economies of scale in research, development and promotion, but also through learning, knowledge and experience in production and operational processes. Furthermore, the company’s Cost LeadershipDifferentiation Cost Focus Differentiation FocusCompetitive Scopeefficient distribution networks and manufacturing systems contribute significantly to its cost saving..Market strategyBased on the above analysis, this report researches the interior part of Coca-Cola to determine its marketing and financial objectives, segmentation, positioning, and target market(s) in the future.Future growth for Coca-Cola will be embodied in two main areas: global emerging market health drinks. Besides United States Coca-Cola will continue to market to countries around the world. The company has an impressive performance in emerging markets like Latin America, the BRIC, and Western Europe which will be their major focus in the future for this is where major growth opportunities lie.In addition, consumers are moving towards a healthier lifestyle, which accordingly is causing Coca-Cola to expand product line to satisfy their needs. This new market is huge and creates a lot of growth opportunity for Coca-Cola.More specifically, Coca-Cola intends to increase its current market share in the soft drink to 50% in the end of 2015 (Hofstede, 2012), in particular, it will invest heavily in the health drink product to grab this developing cliché market and to cater for consumer’s aptitude. Then, the whole group will achieve 50 billion USD sales revenue and 13 billion USD profit margin (Marcial, 2007).Marketing research resultTo stay competitive, Coca-Cola has done well in understanding and satisfying consumers. It have been found that customers expect more from their beverages. To fill this desire Coca-Cola has developed the Beverage Institute for Health and Wellness. This institute develops new product ideas that can contribute to their product line. In addition, Coca-Cola is capable of maintaining their market vitality, so they continue to do research that will benefit their consumers, as well as being profitable for the company.Apart from flavor diversification, profitability in certain region has also been a major consideration. For instance, Coke Zero is a product that carries no carbohydrates orcalories and was not quite meeting the expected profits in the United States, but Coca-Cola started to advertise it more in Europe to areas that to enjoy it. This region seemed more concerned about their health and well-being, which contributed to Coke Zero becoming more of a profitable product.Special marketing techniques such as B2B strategies are also used to make their products more attractive to the young people. For example, Coca-Cola united with iTunes, so that whenever someone purchased a Coca-Cola product they would receive free songs to promote both products (Fuhrman, 2007).Even though, Coca-Cola is confronting with a number of challenges in the days to come. The most striking one is that the beverage industry is moving toward a health conscious consumer. “ In many European countries, the increasing consumer trend toward a healthier lifestyle continues to grow demand for functional beverages that offer physical or mental well-being, lower calories and other added values” (Fuhrman, 2007). Consumers’ value products that are going to help them live a healthy lifestyle and feel better both physically and mentally. Coca-Cola has to reconsider its existing product, pricing, distribution channel and promotion strategy to better adapt itself to the ever-changing atmosphere.In order to formulate a well-rounded market strategy for Coca-Cola, this report carefully establishes the relevant tactics which are in line with the analysis and data collected. It is recommended to use 4P which consists of product, place, price, promotion to analyze the specific details in the next part.Marketing mix summaryIn this report, 4P model is utilized to illustrate Coca-Cola’s marketing mix, i.e. product, place, price, promotion.Item DetailsProduct Coca-Cola has a huge product mix which contains about 400 brands, including diet and light beverages, waters, juice and juice drinks, teas,coffees, energy, and sports drinks (Coca-Cola Company, 2012).To attract new consumers and markets, product line must be extended,especially in the health drink product like tea, juice and sports drink etc.In addition, proper modification for the current product is also neededto maintain the current consumers.Price With the careful consideration of consumer’s price elasticity, the prices of the Coca-Cola's Companies products vary according to the brand andthe size in which they come in (Coca-Cola Company, 2012). Differentregion has differed preference and sensitivity to price. The distributorsand retail stores that the Coca-Cola Company deals with shouldimplement their own pricing strategy to gain the best profit marginwithin an accepted sales volume.Promotion There are four major parts of the promotional mix that integrate together to create a competitive advantage for an organization includingadvertising, public relations, sales promotion, and personal selling.Ads: Coca-Cola has invested heavily on advertising. The main purposeof ads are maintaining of brands awareness. Then, the ads in the futureshould focus on health conscious and environmentally friendly to caterfor the existing trend.Public relation: Product placements and sponsorships are frequentlyused by Coca-Cola (Marcial, 2007). Positive spokesperson to appeal tothe younger generation is another effective tool to publicize (Truini,2007)Personal selling: Personal selling in the Coca-Cola Company often isdone in a business-to-business fashion. This can be used in big businessalliance to satisfy consumers’ diversified needs.Sales promotion: coupons and rebates can be often used because theyare more likely to influence customers’ buying decision. Another typeof sales promotion that the Coca-Cola Company is currently using istheir coke rewards points promotion.Place Coca-Cola Company also uses intensive distribution strategies to makesure their products can be available everywhere. Moreover, automaticvending machines are effective to extend distribution network. To copewith the changing diet conception, Coca-Cola should focus more onCoca-Cola’s Diet Coke and Coke Zero sales, especially in LatinAmerica, the BRIC, and Western Europe (Fuhrman, 2007).Detailed strategy for promotionOnly with superior product, efficient distribution network and sufficient inventory is far from a successful business. Promotion is the key element of the marketing mix designed to build a useful channel with the marketplace and to persuade the customers buying decision. The promotional mix is the combination of personal selling, advertising, sales promotion and public relations that it uses in its marketing plan. •AdvertisingThe Coca-Cola’s innovative ads are extremely impressive to consumers. So, next step, what the company should do is keep this unique advantage and focus much more on the localization with respect to different culture background. This can be contributable to develop the emerging market.•Public relationSponsorship in the sport area has been successful in the last few decades and left a positive brand image. To comply with the healthy trend, Coca-Cola needs to invest more in public benefit activities, for instance, giving sponsor Hope Primary School, making contributions to medical treatment cause. These activity may establish a positive image in all kinds of people.•Personal selling & sales promotionThe negative implication of several media has exerted a relatively profound impact upon carbonated beverage. Accordingly, juice, tea and sports drinks should be the main products for promotions. The company can improve health drink market share by using more personal selling booth and more sales discount or lottery coupon. These activities are effective for getting people's short-term attention.Survey experiment in the Fenwick’s department store also proved the above analysis. In the survey of consumers’ attitudes towards health consideration when purchasing drinks, more than 45% agree with the viewpoints (as is shown in the bar chart below).In addition, when asked about familiarity, 50% agree with that it plays a major role in purchasing decision.ControlsImplementationImplementation is the process on how well the business mixes its people, organizational structure and company culture into a cohesive program that supports the marketing plan (Clark, 2005).Coca-Cola should implement several major transformations. First, production capability need to be modified to meet the quota demanded. It must also be cost-effective to avoid inventory stocks wastes. The marketing team should be aware of knowledgeable management about the product. The styles and types of promotion must be appealing to target customers to obtain the potential amount of exposure for the product. Another thing is efficient distribution network. The pertinent issue is taken care of with expedient transportation routes to commercial areas and traffic. Monitoring And ControllingMonitoring and controlling allows Coca-Cola to take the necessary actions to meet the marketing goals. There are three methods Coca-Cola may use to monitor the marketing scheme.•Sales AnalysisThe sales analysis analyzes sales revenue by market segmentation to discover advantages and disadvantages in the different regions. Sellers of Coca-Cola products vary from big retail supermarkets to small corner stores. This tool gives the products maximum exposure to customers at their convenience.•Market Share AnalysisThis approach is a comparison to the major rivals in the relevant market. With the shifts Coca-Cola is currently undergoing, they aim to get an aggressive position to stable its strong power. Target market various age groups and lifestyles from high school students too universities, and male or female.•Marketing Profitability AnalysisThis method takes the cost factor into consideration which deem profitability as a key index. Three ratios can be used for supervising marketing profitability; they are market research to sales, advertising to sales and sales representatives to sales. These three indicators can assist Coca-Cola determine any developing tendency, such as the requirement for a novel product. Scientific and careful comparison of these outcomes with actual results offers the company a clear instruction.Reference listAlarcon, Camille. (2007, January). Coke grows from zero to hero. B & T Weekly, 6-7 McKenzie, M., Linden, R. W. A., & Nicholson, J. W. (2009). The effect of Coca-Cola and fruit juices on the surface hardness of glass–ionomers and ‘compomers’.Journal of Oral Rehabilitation,31(11), 1046-1052.Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2008).Advertising and promotion: An integrated marketing communications perspective. McGraw-Hill.Clark, Nicola. (2005). PowerAde eyes feminine appeal. Marketing, 16-17Flagg, Michael. (2002). Pepsi Siphons Off Some of Coke's Lead In China by Learning to Pick Its Battles.Wall Street Journal (Eastern Edition),23(5), 12-13. Fuhrman, E. (2007, September). Western Europe: A mature market. Beverage Industry, 98(9), 24-26.De Mooij, M. & Hofstede, G. (2010). Convergence and divergence in consumer behavior: implications for international retailing.Journal of retailing,78(1), 61-69.Harnack, L., Stang, J., & Story, M. (2004). Soft drink consumption among US children and adolescents: nutritional consequences.Journal of the American Dietetic Association,99(4), 436-441.MacArthur,Kate and Thompson, Stephanie.(2006). Pepsi, Coke: We satisfy your 'need states'.Advertising Age,77(3), 54-56.Marcial, G. (2007). Coke Sparkles Again. Business Week,15(2), 51-53.The Coca-Cola Company 2012 Annual Review, 12-15Truini, J. (2007). Beverage maker plans biggest plastics plant. Waste News, 13. (10), 4-4.Tucker, W. T. (2006). The development of brand loyalty.Journal of Marketing Research, 32-35.。

Marketing市场营销 | MODERN BUSINESS 现代商业25基于4P_4C理论浅析可口可乐的包装营销策略赵敬宜 浙江省富阳中学 311400摘要:在信息经济时代，包装是产品的盛装物，有着产品推销和品牌推广的功能。

分析包装营销功能的基础上，结合4P和4C营销组合理论，通过分析4P和4C组合的关系，提出了以提高营销绩效为目标的包装营销组合策略：以消费者为导向，根据消费者的需要选择产品包装策略；以消费者愿意支付的成本为基础，确定包装成本；以方便消费者的选购和使用为出发点，结合不同销售渠道特点设计包装；发挥包装的信息传递作用，强化包装与消费者的双向沟通，使企业与消费者构成不断增值的价值系统。

关键词:4P；4C；促销；品牌；包装营销一、可口可乐公司简介可口可乐公司(Coca-Cola Company) 为全球最大的饮料公司，成立于1892年，总部位于美国乔亚州的亚特兰大。

可口可乐占有全球饮品市场近乎一半的份额。

它在200个国家拥有160种饮料品牌，其销售范围广阔，产品品类齐全。

其涉及的商品类型包括汽水、运动饮料、乳类饮品、果汁、茶和咖啡等，几乎包含了饮品市场的全部种类。

饮料行业的市场竞争是非常激烈的，为了在行业中处于领先地位，可口可乐公司总是会采取适时的营销策略，塑造良好的品牌形象。

其中，公司的各式包装以及适时的包装营销策略对可口可乐的业绩发挥了巨大的作用。

二、包装与包装营销包装可以起到保护产品，协助运输，促进销售的作用。

主要指包括塑料包装、易拉罐、玻璃瓶在内的容器。

这些容器都有很好的密封性，有效的保障产品品质。

从产品的流通过程来看，产品包装可以分为流通领域的包装和生产领域的包装。

流通领域的包装也就是指运输包装，它的选材必须方便运输。

包装营销就是结合消费者的消费心理和情感归属、销售地的文化传统等因素，设计出有情感沟通功能的包装。

得到消费者内心深处的价值认可，增强品牌与消费者的情感沟通。

三、4p与4c营销组合(一)4p的内涵及特点4P营销理论中的4p分别表示产品(Product)、价格(Price)、地点(Place)、促销(Promotion)。

市场营销4p策略案例案例：可口可乐公司的市场营销4P策略可口可乐公司是全球领先的饮料公司，其市场营销4P策略的成功应用是一个经典案例。

以下将介绍该公司在产品、价格、渠道和促销方面的策略。

1. 产品：可口可乐公司以其广受欢迎的可口可乐汽水为主打产品。

该产品具有独特的口感和可口可乐独特的风味，受到全球消费者的喜爱。

此外，公司还推出了多样化的产品线，如零度可乐、芬达等，以满足不同人群的口味需求。

2. 价格：可口可乐公司采用了多层次的定价策略。

在高端市场，公司通过定价较高的策略来强调品牌的高品质和独特性。

而在大众市场，公司则采用较低的定价来吸引更多的消费者。

此外，可口可乐公司还推出了不同规格的包装，以满足不同消费者的需求，并调整了包装和价格之间的关系，以提高消费者的购买欲望。

3. 渠道：可口可乐公司建立了一个庞大的分销网络，以确保产品能够覆盖更广泛的市场。

公司通过与零售商、便利店和超市的合作，将产品放置在易于找到和购买的地方。

此外，公司通过与快餐连锁店和酒吧合作，使产品在消费者的餐厅和休闲场所中更加易获取。

4. 促销：可口可乐公司在促销方面采取了多种策略。

首先，公司通过在电视、电影和体育赛事等广告渠道进行广告宣传，提高产品的知名度和影响力。

其次，公司还利用社交媒体等新媒体渠道，加强与消费者的互动，提高品牌忠诚度和口碑传播。

此外，可口可乐公司还举办品牌活动和体验活动，与消费者建立更深层次的联系。

通过以上4P策略的综合应用，可口可乐公司取得了巨大的市场成功。

该公司的产品具有明显的差异化特点和高度的品牌忠诚度，价格和渠道的合理制定和布局，使产品能够覆盖更广泛的消费者群体，并通过广告宣传和促销活动提高了品牌的认知度和影响力。

这些策略的成功应用为可口可乐公司的市场地位和竞争优势打下了坚实的基础。

4p营销组合案例当谈到4P营销组合案例时，我们可以考虑以下示例：1.苹果公司：苹果公司是一个成功的营销案例。

他们在产品（Product）方面注重创新和高品质，并且通过发布新款iPhone、iPad 等产品来不断引起消费者的兴趣。

在价格（Price）方面，他们采用了高价策略，突出了产品的高端形象。

在推广（Promotion）方面，他们通过宣传视频、广告和社交媒体等多种渠道来宣传产品的独特功能和用户体验。

在渠道（Place）方面，他们通过苹果专卖店和在线商店等多个渠道销售产品。

2.可口可乐：可口可乐是另一个成功的营销案例。

他们的产品（Product）是碳酸饮料，通过不断创新和推出新口味来满足不同消费者的需求。

在价格（Price）方面，他们采用了差异化定价策略，根据产品的包装和规格进行定价。

在推广（Promotion）方面，他们通过电视广告、赞助体育比赛和明星代言等方式来提升品牌知名度。

在渠道（Place）方面，可口可乐通过超市、便利店和餐饮业等多个渠道销售产品。

3.阿迪达斯：阿迪达斯是体育用品行业的领先品牌，也是一个成功的营销案例。

他们在产品（Product）方面注重技术创新和设计，推出各种运动鞋、服装和配件，满足不同体育运动的需求。

在价格（Price）方面，他们采用了差异化定价策略，根据产品的质量和功能来定价。

在推广（Promotion）方面，他们通过赞助运动员和体育赛事、发布广告和与时尚界合作等方式来提高品牌知名度。

在渠道（Place）方面，阿迪达斯通过专卖店、在线商店和零售商等多个渠道销售产品。

这些案例展示了不同行业中企业如何利用产品、价格、推广和渠道四个要素来进行营销组合，以提高产品的市场份额和品牌价值。

每个案例都有其独特的策略和方法，但它们都以满足消费者需求、创造价值为目标，并通过不同方式来实现这些目标。

摘要让可口可乐成为全球最大饮料制造商，追求最大利润，积极回馈社会，形成双赢的局面，建立可乐帝国。

可口可乐公司作为一家世界闻名的饮料公司，在生产销售方面有其独特的精髓，而它与百事可乐的竞争也是人们关注的焦点。

本计划就其环境、与竞争对手比较分析发展前景。

一、公司介绍可口可乐公司(Coca-Cola Company)成立于1892年，目前总部设在美国乔亚州亚特兰大，是全球最大的饮料公司，拥有全球48%市场占有率以及全球前三大饮料的二项(可口可乐排名第一，百事可乐第二，低热量可口可乐第三)，其2001年营收达20,092百万美元，普通股股东权益则为11,351百万美元。

可口可乐公司作为全球最大的饮料公司之一拥有超过500个饮料品牌每天为全球的人们提供怡神畅爽的饮品。

除全球最有价值品牌[可口可乐外]，可口可乐公司还拥有12个每个价值均超过十亿美元的品牌，其中包括[健怡可口可乐]、[雪碧]和[芬达]、[零度可口可乐]、Glaceau、[动乐]、[美汁源]、[乔治亚咖啡]。

可口可乐——全球只有一个配方。

可口可乐公司制造和分配浓缩软饮料和果汁，它的产品可口可乐是从可口和可乐两种植物的叶子和果实中取出液汁制成的饮料。

作为该公司主要部门的软饮料每年的销售额约占公司总销售额的 80%。

软饮料产品占公司总利润的88%。

可口可乐美国公司（Coca-Cola USA）是可口可乐公司最大的销售商；该公司食品部制造和销售冷冻、浓缩柑橘和各种果汁、柠檬晶、咖啡和茶。

酒类部门生产和销售各种牌号的酒，主要销于国内市场，是美国第四家最大的酒类生产和销售者；该公司还生产塑料薄膜以及其他消费产品如防臭剂、湿手巾纸等。

可口可乐是中国最著名的国际品牌之一，在中国软饮料市场上占主导地位，系列产品在中国市场上是最受欢迎的软饮料之一。

可口可乐系统自1979年重返中国至今已在中国投资达20亿美元。

截止2009年10月，在中国地区已建有39家装瓶厂。

目前可口可乐中国系统员工已超过30,000人，99%的员工为中国本地员工。

可口可乐公司的营销组合分析一：公司简介可口可乐是中国最著名的国际品牌之一，在中国软饮料市场上占主导地位，系列产品在中国市场上是最受欢迎的软饮料。

目前可口可乐公司在中国市场有超过50种不同饮料，令消费者在各种场合都有丰富选择可以怡神解渴。

可口可乐积极推进本地化进程，目前所有中国可口可乐装瓶厂使用的浓缩液均在上海制造，98％的原材料在中国当地采购，每年费用达8亿美元。

可口可乐系统自1979年重返中国至今已在中国投资达12亿美元。

到2005年，在中国内地已建有29家装瓶公司及35家厂房。

目前中国每年人均饮用可口可乐公司产品数量为20瓶 (每瓶8盎司或237毫升)。

目前可口可乐中国系统员工已超过30,000人，99％的员工为中国本地员工。

可口可乐中国系统在中国已经捐资超过5,000万人民币，支持了众多全国性和地区性社会公益事业。

二：营销组合策略产品策略可口可乐公司一改“给世界一罐可口可乐”的风格，正在向所有可饮用产品领域进军。

由于可口可乐的旗舰产品难有再多的起色，公司不再将精力集中在充气苏打水上，而是致力于扩大饮料的品种。

进入中国市场20年以来，可口可乐从推出单一品牌“可口可乐”，到拥有“雪碧”、“芬达”等国际品牌和“天与地”、“醒目”、“津美乐”等中国本土品牌，其发展非常迅猛。

其三种主要产品可口可乐、雪碧、芬达的销售额约占公司总销售额的20%、20%、10%。

但可口可乐并没有实施多元化战略，因为可口可乐过去在发展饮料之余，也曾做过酒厂，开过种植场，甚至涉足电影业，但都遭到了失败。

因此可口可乐公司总部规定，公司可以涉足茶、减肥饮料、八宝粥在内的所有饮料行业，但不能搞多元化。

专注于饮料业的可口可乐把主业做得精益求精。

它在发展任何一种饮品的时候都可以利用原有的销售渠道，使新产品迅速打开市场，同时也大大节约了成本。

可口可乐的公司销售的饮料主要包括四类：一可口可乐为商标的碳酸饮料产品：饮用水系列产品；有咖啡因和维他命的功能性饮料；有益于健康和营养的果汁和含乳饮料。

案例分析对象：Coca-cola1.Analyze its 4PsProduct: Coca-cola came into birth in 1886, which rank first in the global beverage now. It is popular for its refreshing effect . The consumers are widely ranged ,from the children to the old .Price: Coca-cola company have adopted the penetration pricing since it came into the Chinese market,which makes them increase sales and market share.It is also prevalent for its reasonable price among the mass.Place:Its market concept is worth noting. From 3A(available,affordable,acceptable) to3P(pervasiveness,preference,price to value) ,we can findthat it’s focus on the brand and the faithfulness for thecustomers rather than the price.Promotion:No wonder commercials play an important role in the marketing strategy of Coca-cola. Famous stars formcelebrity effect as spokemen .In terms of public relations ,Coca-cola develops a good brand image through becomingthe traditional torch-passing sponsor. At length ,it buildsan extensive collaboration with Tencent, which is believeda win-win solution.2.Have a SWOT analysis3.Append an adThe title is “cool summer” .From the picture ,we can see the bottle of Coke-cola is surrounded by the ice cubes. It can give people an impression that the Coke can be as cool as the ice cubes in the hot season. So why don’t have a try ?。

可口可乐4P 分析一.产品（Product ）可口可乐公司一改“给世界一罐可口可乐”的风格，正在向所有可饮用产品领域进军。

可口可乐的公司销售的饮料主要包括四类：可口可乐的公司销售的饮料主要包括四类：以以可口可乐为商标的碳酸饮料产品；可口可乐为商标的碳酸饮料产品；饮用水系列产品；饮用水系列产品；有咖啡因和维他命的功能性饮料；有益于健康和营养的果汁和含乳饮料。

除了可口可乐外，其他三个主要的国际品牌和众多其他品牌的产品包装下都注明“可口可乐公司荣誉出品”字样。

可口可乐公司的这种多品牌战略是以可口可乐这一强势品牌为核心，种多品牌战略是以可口可乐这一强势品牌为核心，雪碧、雪碧、健怡可口可乐、芬达为二线保护产品，乐、芬达为二线保护产品，其他品牌为第三线的补充产品，组建其品其他品牌为第三线的补充产品，组建其品牌家族。

这种品牌结构的主要优势在于三线品牌之间保持着相对合理的品牌距离，使得他们既可以相互支持和保护，一荣俱荣；又可以适当的规避品牌间的连带风险，不至于一损俱损。

二.价格(Price )可口可乐在进入中国市场以后一直采用渗透定价法，以低价格迅速占领市场，等到百事可乐公司进入中国市场时，作为市场追随者，他们在产品零售价上也只好跟随，他们在产品零售价上也只好跟随，由于市场份额小，由于市场份额小，还需要做更多的广告促销来吸引消费者，所以百事可乐在进入中国市场10几年后一直没有盈利。

这就是可口可乐定价战略的成功所在。

这种策略的特征是在自己处于市场领导者地位时，主动降低价格，压缩竞争对手兴风作浪的空间，压缩竞争对手兴风作浪的空间，从而保证自己盈利。

从而保证自己盈利。

当自己在较大市场份额盈利时，竞争对手由于市场份额少，所以盈利也少，甚至由于规模不经济而无法盈利。

三.分销（Place）可口可乐在中国采用的分销策略是广泛性分销策略。

广泛性分销策略是指在同一渠道层次使用尽可能多的中间商分销其产品。

我们都知道可口可乐先后采用了3A到3P的分销策略。

可口可乐营销策划一．外部环境分析（一）竞争者分析品牌竞争者：百事可乐产品竞争者：百事可乐关键的意愿竞争者：百事可乐一般竞争者：水，咖啡，牛奶，茶，所有的液体饮料都是可口可乐的竞争者。

竞争者百事的优势：1.百事可乐建立了与其公司形象和定位完全统一的中英文网站，以游戏、音乐、活动为主题，其背景则依然是创新的标志和年轻的蓝色。

⒉创意——推崇激情。

比之余可口可乐的传统广告，百事可乐的网络广告较为活泼，无论是画面构图，还是动画运用，都传达着一种"酷"的感觉。

百事4p优势：1．良好的渠道管理。

百事可乐将一线的销售人员分为W AT（批发协助员）和DSD（直销员），其中DSD为主要力量，从事区域市场的直销工作。

WAT和DSD的工作内容主要包括客户拜访、线路管理、瓶箱管理、冰箱管理、货架陈列、POS张贴与管理、销售与进货情况管理、竞品反馈等。

与此同时，百事公司严格执行规范的线路拜访体制，不折不扣的执行“四定时，八步骤”终端开发策略，从市场现实来看，这种精耕细作的渠道模式，十分的富有成效。

20世纪90年代初期，为了迅速打开市场，抢占制高点，初创的上海百事果断采用直销模式。

于是，一支庞大的百事销售队伍开始出现在上海的大街小巷。

接着，上海百事花费巨资买进的20辆依维柯，提供了送货上门的服务。

百事公司在渠道上不断变幻手法，推陈出新。

它推出了批发商协作这一模式，不惜贴补部分营运费用，帮助批发商服务于最终客户，充当街道终端的邮差功能，以实现最终的精耕细作的营销初衷。

1992～1993年间，为了适应上海的不同地段级差地租这个新事务，上海百事陆续从国外进口了1500台散装饮料机，这种集快捷、现场配置、冷冻、一次性饮用诸多优点为一身的方式被上海市民所接受。

20世纪90年代末期，上海百事已经有了可观的市场份额和知名度。

对于百事的总体市场战略格局，基本可以阐述为：一类战略市场做直营，精雕细凿，二类市场设立辅销所，作经销商的协销工作；三类市场进行人员常态拜访管理，有潜力的做常驻人员管理。

饮料营销策划4p策略饮料营销策划4P策略是指在推广和销售饮料产品过程中的四个要素：产品（Product）、价格（Price）、渠道（Place）和推广（Promotion）。

以下是关于饮料营销策划4P策略的内容。

产品（Product）：1. 定位：明确饮料产品的定位，包括针对目标市场、目标消费者群体以及竞争对手的分析，将产品特点与市场需求相匹配。

2. 品质：确保饮料产品的品质和口感符合消费者的期望和需求，提供安全、健康、可口的产品。

3. 包装设计：通过精美的包装设计来吸引消费者的注意，并传达产品的价值和特点，提高产品的辨识度和竞争力。

4. 创新研发：持续进行产品的研发和创新，提供不同口味、不同功能和不同包装形式的产品，以满足不同消费者的需求。

价格（Price）：1. 定价策略：确定饮料产品的价格，可以采用市场定价、竞争定价、成本定价等不同的定价策略，根据产品的独特性和价值来确定合适的价格水平。

2. 促销策略：通过促销活动，如折扣、捆绑销售、满减等手段来吸引消费者，提高产品的销量和市场份额。

3. 定价弹性分析：了解产品价格对需求的影响程度，根据市场反应和竞争情况，调整价格策略，以提高产品的市场竞争力。

4. 价值传递：向消费者传递高品质产品所提供的价值，通过价格与品质的匹配来建立消费者对产品的认可和忠诚度。

渠道（Place）：1. 渠道选择：选择适合饮料产品销售的渠道，如超市、便利店、餐饮店等，根据产品特点和目标市场来决定。

2. 分销策略：建立稳定的分销网络，与经销商和零售商建立合作关系，确保产品能够顺利地流通到终端消费者手中。

3. 物流管理：优化物流管理流程，确保产品能够及时、准确地被送达给消费者，提高渠道效率和顾客满意度。

4. 渠道跟踪：定期跟踪渠道销售情况和市场反馈，根据销售数据和市场需求来调整渠道策略，提高销售效果和市场占有率。

推广（Promotion）：1. 品牌建设：通过品牌宣传和推广活动，如广告、宣传册、品牌大使等，塑造饮料产品的品牌形象和价值，提高消费者对品牌的认知和好感度。

市场营销组合有哪些内容市场营销组合(Marketing Mix)是企业市场营销战略的一个重要组成部分，是指企业开展营销活动所应用的各种可控因素的组合。

市场营销的主要目的是满足消费者的需要。

以下是为你精心整理的市场营销组合的具体内容，希望你喜欢。

市场营销组合的具体内容市场营销组合内容：4P组合1960年，麦卡锡(E.J.McCarthy)在《基础营销》一书中提出了著名的4P组合。

麦卡锡认为，企业从事市场营销活动，一方面要考虑企业的各种外部环境，另一方面要制订市场营销组合策略，通过策略的实施，适应环境，满足目标市场的需要，实现企业的目标。

麦卡锡绘制了一幅市场营销组合模式图，图的中心是某个消费群，即目标市场，中间一圈是四个可控要素：产品(Product)、渠道(Place)、价格(Price)、促销(Promotion)，即4P组合。

在这里，产品就是考虑为目标市场开发适当的产品，选择产品线、品牌和包装等;价格就是考虑制订适当的价格;地点就是讲要通过适当的渠道安排运输储藏等把产品送到目标市场，促销就是考虑如何将适当的产品，按适当的价格，在适当的地点通知目标市场，包括销售推广、广告、培养推销员等。

图的外圈表示企业外部环境，它包括各种不可控因素，包括经济环境、社会文化环境、政治法律环境等。

麦卡锡指出，4ps 组合的各要素将要受到这些外部环境的影响和制约。

市场营销组合内容：6PS和10PS组合以后，市场营销组合又由4ps发展为6ps，6ps是由科特勒提出的，它是在原4P的基础上再加政治(Politics)和公共关系(Publicrelations)。

6pS组合主要应用实行贸易保护主义的特定市场。

随后，科特勒又进一步把6ps发展为10ps。

他把已有的6ps称为战术性营销组合，新提出的4P：研究(Probing)、划分(Partitioning)即细分(Segmentation)。

优先(Prioritizing)即目标选定(Targeting)、定位(Positioring)，称为战略营销，他认为，战略营销计划过程必须先于战术性营销组合的制订，只有在搞好战略营销计划过程的基础上，战术性营销组合的制订才能顺利进行。

Marketing Plan and Research Report of Coca-ColaTable of ContentExecutive summary (2)External environment analysis (2)Market strategy (6)Marketing research result (6)Marketing mix summary (7)Detailed strategy for promotion (9)Controls (11)Reference list (13)Executive summaryThe Coca-Cola Company (“Coca-Cola”) was founded in 1886 which is ranked number one in the beverage industry. The company manages more than 500 nonalcoholic beverage brands, and four of the top five nonalcoholic sparkling beverage brands are owned by Coca-Cola. According to its 2012 annual report, the whole group’s net operating revenue amounted to 48.02 billion USD (The Coca-Cola Company Annual Review, 2012). In addition, Coca-Cola accounts for approximately 37.1% of all the soft drink market, followed by PepsiCo at about 30.2%, and Dr. Pepper Snapple Group at 21.4% (Faber, 2012).In the long-standing viewpoint, Coca-Cola has an inclination to expand its market share to 50% and its sales revenue to 500 billion USD in the 2015 (Hofstede, 2012). Although its prosperous status quo, the company is also facing against an intensified competition. This report is aimed at analyzing the overall marketing strategy of Coca-Cola to find out the potential vulnerabilities. Then, based upon the analysis and in-depth research, it will outline the strategic plan for the future in order to further enhance Coca-Cola’s marketing status.External environment analysisA well-rounded analysis of company’s environment will be beneficial for the comprehensive understanding of the situation. First, it is better to research Coca-Cola’s external situation which includes three parts: macro-environmental factors, micro-environmental factors and competitive strategy.For the macro aspect, this report utilizes PEST model which examines the changes in a marketplace caused by Politics, Economy, Social and Technological factors.•Political AnalysisShifts of government’s attitude towards the foreign-invested enterprise may pose a threat to the company. Especially in the emerging countries, the political stability is essential to a successful business. In addition, changes of laws and regulations, including non-alcoholic drinks regulation should be considered.•Economic AnalysisAccording to IMF, while there have been some encouraging signs of economic recovery, the global economic growth seems to be losing momentum. In other words, the company still needs to be vigilant to the outside world and the emerging economy to seize opportunities.According to the Standard and Poor's Industry surveys, "For major soft drink companies, there has been economic improvement in many major international markets, such as Japan, Brazil, and Germany." These markets will continue to play a major role in the success and stable growth for a majority of the non-alcoholic beverage industry.•Social AnalysisLiving a healthier lifestyle is so prevalent all around world that has affected the non-alcoholic beverage industry as some consumers are switching to bottled water and diet colas instead of beer and other alcoholic beverages. This continued tendency will impact the non-alcoholic beverage industry by increasing the demand overall and in the healthier beverages.•Technological AnalysisThe rapid advancement of science and technology may deeply impact Coca-Cola as well. For example, novel distribution channel, diversified promotion campaign and new production line etc.In terms of micro-environmental factors, it is advisable to use Porter's Five Forces model to analyze the market condition.•Threat of new entrantsCompared with other industry, soft drinks industry has a relatively higher gross profit rate and lower barriers to entry, accordingly, there do exist many potential entrants. •Threat of substitute productsAs is mentioned above, healthier drinking has been a new trend for the consumers. So, enough attention must be paid to the substitute products such as tea drinks, bottled water and sports drinks.•Bargaining power of customerWith thousands kinds of non-alcoholic beverage in the market, consumers have a wide range of options. Additionally, they are also becoming sensitive to price which render them to have more bargaining power.•Bargaining power of suppliersAs the leading company in the market, Coca-Cola stays strong to the suppliers who are willing to collaborate with such a giant enterprise. In other words, bargaining power of suppliers is comparatively weak.•Intensity of competitive rivalryRelied upon its sales and distribution channels, Coca-Cola has undoubtedly established a mature marketing network. But what can’t be ignored is the threats posed by companies out of carbonated beverage, they all spare no effort to gain market share inBroadNarrow the relevant industry.After the analysis of the above two factors, keeping alert and further developing the core competency are extremely significant to Coca-Cola. Thus, how will the company compete with the major players in the market?Competitive AdvantageLower Cost DifferentiationAs can be seen in the chart, the company used differentiation and cost leadership tactics. Differentiation is achieved through superb quality of its product, which surpasses the company’s major rivals in the brand image and high customer recognition. What’s more, its promotion campaign and packaging strategy also differentiate Coca-Cola from competitors, for instance, its unique bottle design has become a world famous symbol.The positioning of cost leadership is achieved not only through economies of scale in research, development and promotion, but also through learning, knowledge and experience in production and operational processes. Furthermore, the company’s Cost LeadershipDifferentiation Cost Focus Differentiation FocusCompetitive Scopeefficient distribution networks and manufacturing systems contribute significantly to its cost saving..Market strategyBased on the above analysis, this report researches the interior part of Coca-Cola to determine its marketing and financial objectives, segmentation, positioning, and target market(s) in the future.Future growth for Coca-Cola will be embodied in two main areas: global emerging market health drinks. Besides United States Coca-Cola will continue to market to countries around the world. The company has an impressive performance in emerging markets like Latin America, the BRIC, and Western Europe which will be their major focus in the future for this is where major growth opportunities lie.In addition, consumers are moving towards a healthier lifestyle, which accordingly is causing Coca-Cola to expand product line to satisfy their needs. This new market is huge and creates a lot of growth opportunity for Coca-Cola.More specifically, Coca-Cola intends to increase its current market share in the soft drink to 50% in the end of 2015 (Hofstede, 2012), in particular, it will invest heavily in the health drink product to grab this developing cliché market and to cater for consumer’s aptitude. Then, the whole group will achieve 50 billion USD sales revenue and 13 billion USD profit margin (Marcial, 2007).Marketing research resultTo stay competitive, Coca-Cola has done well in understanding and satisfying consumers. It have been found that customers expect more from their beverages. To fill this desire Coca-Cola has developed the Beverage Institute for Health and Wellness. This institute develops new product ideas that can contribute to their product line. In addition, Coca-Cola is capable of maintaining their market vitality, so they continue to do research that will benefit their consumers, as well as being profitable for the company.Apart from flavor diversification, profitability in certain region has also been a major consideration. For instance, Coke Zero is a product that carries no carbohydrates orcalories and was not quite meeting the expected profits in the United States, but Coca-Cola started to advertise it more in Europe to areas that to enjoy it. This region seemed more concerned about their health and well-being, which contributed to Coke Zero becoming more of a profitable product.Special marketing techniques such as B2B strategies are also used to make their products more attractive to the young people. For example, Coca-Cola united with iTunes, so that whenever someone purchased a Coca-Cola product they would receive free songs to promote both products (Fuhrman, 2007).Even though, Coca-Cola is confronting with a number of challenges in the days to come. The most striking one is that the beverage industry is moving toward a health conscious consumer. “ In many European countries, the increasing consumer trend toward a healthier lifestyle continues to grow demand for functional beverages that offer physical or mental well-being, lower calories and other added values” (Fuhrman, 2007). Consumers’ value products that are going to help them live a healthy lifestyle and feel better both physically and mentally. Coca-Cola has to reconsider its existing product, pricing, distribution channel and promotion strategy to better adapt itself to the ever-changing atmosphere.In order to formulate a well-rounded market strategy for Coca-Cola, this report carefully establishes the relevant tactics which are in line with the analysis and data collected. It is recommended to use 4P which consists of product, place, price, promotion to analyze the specific details in the next part.Marketing mix summaryIn this report, 4P model is utilized to illustrate Coca-Cola’s marketing mix, i.e. product, place, price, promotion.Item DetailsProduct Coca-Cola has a huge product mix which contains about 400 brands, including diet and light beverages, waters, juice and juice drinks, teas,coffees, energy, and sports drinks (Coca-Cola Company, 2012).To attract new consumers and markets, product line must be extended,especially in the health drink product like tea, juice and sports drink etc.In addition, proper modification for the current product is also neededto maintain the current consumers.Price With the careful consideration of consumer’s price elasticity, the prices of the Coca-Cola's Companies products vary according to the brand andthe size in which they come in (Coca-Cola Company, 2012). Differentregion has differed preference and sensitivity to price. The distributorsand retail stores that the Coca-Cola Company deals with shouldimplement their own pricing strategy to gain the best profit marginwithin an accepted sales volume.Promotion There are four major parts of the promotional mix that integrate together to create a competitive advantage for an organization includingadvertising, public relations, sales promotion, and personal selling.Ads: Coca-Cola has invested heavily on advertising. The main purposeof ads are maintaining of brands awareness. Then, the ads in the futureshould focus on health conscious and environmentally friendly to caterfor the existing trend.Public relation: Product placements and sponsorships are frequentlyused by Coca-Cola (Marcial, 2007). Positive spokesperson to appeal tothe younger generation is another effective tool to publicize (Truini,2007)Personal selling: Personal selling in the Coca-Cola Company often isdone in a business-to-business fashion. This can be used in big businessalliance to satisfy consumers’ diversified needs.Sales promotion: coupons and rebates can be often used because theyare more likely to influence customers’ buying decision. Another typeof sales promotion that the Coca-Cola Company is currently using istheir coke rewards points promotion.Place Coca-Cola Company also uses intensive distribution strategies to makesure their products can be available everywhere. Moreover, automaticvending machines are effective to extend distribution network. To copewith the changing diet conception, Coca-Cola should focus more onCoca-Cola’s Diet Coke and Coke Zero sales, especially in LatinAmerica, the BRIC, and Western Europe (Fuhrman, 2007).Detailed strategy for promotionOnly with superior product, efficient distribution network and sufficient inventory is far from a successful business. Promotion is the key element of the marketing mix designed to build a useful channel with the marketplace and to persuade the customers buying decision. The promotional mix is the combination of personal selling, advertising, sales promotion and public relations that it uses in its marketing plan. •AdvertisingThe Coca-Cola’s innovative ads are extremely impressive to consumers. So, next step, what the company should do is keep this unique advantage and focus much more on the localization with respect to different culture background. This can be contributable to develop the emerging market.•Public relationSponsorship in the sport area has been successful in the last few decades and left a positive brand image. To comply with the healthy trend, Coca-Cola needs to invest more in public benefit activities, for instance, giving sponsor Hope Primary School, making contributions to medical treatment cause. These activity may establish a positive image in all kinds of people.•Personal selling & sales promotionThe negative implication of several media has exerted a relatively profound impact upon carbonated beverage. Accordingly, juice, tea and sports drinks should be the main products for promotions. The company can improve health drink market share by using more personal selling booth and more sales discount or lottery coupon. These activities are effective for getting people's short-term attention.Survey experiment in the Fenwick’s department store also proved the above analysis. In the survey of consumers’ attitudes towards health consideration when purchasing drinks, more than 45% agree with the viewpoints (as is shown in the bar chart below).In addition, when asked about familiarity, 50% agree with that it plays a major role in purchasing decision.ControlsImplementationImplementation is the process on how well the business mixes its people, organizational structure and company culture into a cohesive program that supports the marketing plan (Clark, 2005).Coca-Cola should implement several major transformations. First, production capability need to be modified to meet the quota demanded. It must also be cost-effective to avoid inventory stocks wastes. The marketing team should be aware of knowledgeable management about the product. The styles and types of promotion must be appealing to target customers to obtain the potential amount of exposure for the product. Another thing is efficient distribution network. The pertinent issue is taken care of with expedient transportation routes to commercial areas and traffic. Monitoring And ControllingMonitoring and controlling allows Coca-Cola to take the necessary actions to meet the marketing goals. There are three methods Coca-Cola may use to monitor the marketing scheme.•Sales AnalysisThe sales analysis analyzes sales revenue by market segmentation to discover advantages and disadvantages in the different regions. Sellers of Coca-Cola products vary from big retail supermarkets to small corner stores. This tool gives the products maximum exposure to customers at their convenience.•Market Share AnalysisThis approach is a comparison to the major rivals in the relevant market. With the shifts Coca-Cola is currently undergoing, they aim to get an aggressive position to stable its strong power. Target market various age groups and lifestyles from high school students too universities, and male or female.•Marketing Profitability AnalysisThis method takes the cost factor into consideration which deem profitability as a key index. Three ratios can be used for supervising marketing profitability; they are market research to sales, advertising to sales and sales representatives to sales. These three indicators can assist Coca-Cola determine any developing tendency, such as the requirement for a novel product. Scientific and careful comparison of these outcomes with actual results offers the company a clear instruction.Reference listAlarcon, Camille. (2007, January). Coke grows from zero to hero. B & T Weekly, 6-7 McKenzie, M., Linden, R. W. A., & Nicholson, J. W. (2009). The effect of Coca-Cola and fruit juices on the surface hardness of glass–ionomers and ‘compomers’.Journal of Oral Rehabilitation,31(11), 1046-1052.Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. 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