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Cocacola marketing strategy dissertation

For example , for the pack of 375mL times 18 can lids of Coca-Cola soft drinks it costs $9. 98 instead of $12. 00. This kind of pricing approach makes customers perceive the items to be cheaper. Promotional approaches The business uses a range of advertising activities, displayed in the stand below. Advertising strategy Reason of marketing strategy Advertising The Skol Company uses advertising as its main method to obtain increasing buyer awareness. This mainly uses the television. There are many television promotions for Coca-Cola items. This resource allows you’re able to send products to get to a large audience.

The most up-to-date television advertising campaign for Pepsi soft drinks was the `You know you need it’ ad. One of the more mature one happen to be ` If you drink it, you improve of life’ The company also uses radio stations as another supply of advertisement. This is a cheaper source of approach compared to the television. Lately, the company taken advantage of from its involvement in the world’s celebrated game titles such as the Olympics and the TIMORE World Cup.

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In which millions had been watching these games, the business enterprise had substantial advertising and promotions from the company’s brands.

The cost of marketing over the past 3 years is shown in Fig. (11). Cost ($ mil) YearFig. (11) The Skol Company’s marketing costs Personal selling Yearly, The Coca-Cola Company contains a highly trained sales team, which provides a representative of the company to the suppliers. This strategy really helps to maintain assistance and product loyalty. It is demonstrated by the business to be highly effective. Marketing In March 2003, Vanilla Coke was released to the mass media as a news brief outlining the huge earnings achieved by the business (from the Sydney Morning Herald 14th February 2003).

This helped The Skol Company to excercise the image from the business’s goods. Place of circulation The Coca-Cola Company offers its products to bottling and canning businesses, distributors, fountain wholesalers and several fountain stores. These then simply distributes them to retail outlets, milk bar and corner stores, restaurants, gasoline stations and newsagents. The Coca-Cola Company Wholesalers/distributors Retail/corner stores Restaurants, petrol stations Consumers The Coca-Cola Business distribution funnel Place strategies

Place strategies Explanation of place technique Indirect circulation. The Pepsi Company uses intermediaries in the distribution. That is, the company is not purchased its products directly to its consumers. Intensive distribution The Skol Company uses the intensive distribution strategy. The business’s goods are sold in almost every outlet which include: stores tiny shops restaurants petrol channels newsagents universities athletics and entertainment venues coming from vending machines (v) Monitoring; amp; Controlling


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