Outline the Marketing Mix of The Coca Cola Company

Question 5: Outline their marketing mix.

Marketing Mix of The Coca Cola Company: Marketing mix that is implemented by an organisation, allows them to gain recognition and brand identity in a larger market and thereby gain further entrance into the market and the targeted customer segment. The marketing mix comprises of four major elements, namely, product, price, place, and promotion (Akgün, Keskin and Ayar, 2014).

With respect to the case of The Coca Cola Company, the marketing mix that is employed by the company can be detailed as follows.

1. Product:The Coca Cola Company has a broad range of products and comprises of over 500 brands of non-alcoholic beverages. The major product categories comprise of energy drinks; coffee and tea; sparkling soft drinks; plant-based beverages, juices and dairy; and sports drinks, water and enhanced water (The Coca Cola Company, 2018). The leading products of the Company include Coca Cola, Fanta, Sprite, Diet Coke, Coca Cola Zero Sugar, Powerade and so on. There has been a rise in the variety of the product ranges that are offered by The Coca Cola Company and the same had influenced the business of the Company in a varied manner. Most importantly, the consumers feel more connected with the products of Coca Cola, which is the main aim of the Company (The Coca Cola Company, 2018).
2. Price:The Coca Cola Company has made its products available with the help of competitive pricing strategy. The major pricing policies that are employed by an organisation include competitor pricing, value pricing, loss leader pricing, cost plus pricing and discrimination pricing (Huang and Sarigöllü, 2014). Due to the fierce competition that The Coca Cola Company has against Pepsi Co., the Company had ensured to use the competitive pricing strategy that allows it to provide its product to the consumers at prices that are at par with its competitor (The Coca Cola Company, 2018).
3. Place:The Coca Cola Company has made its products available across the world via its large distribution network. The products of The Coca Cola Company are available at various supermarkets and retail outlets, which make it easy for the consumers to access the products as per their convenience. Moreover, the products are also served at restaurants and other similar outlets, which makes it further easy for the consumers to get access to the products as and when required by them (The Coca Cola Company, 2018).
4. Promotion:The promotion of the products and brands of The Coca Cola Company is conducted via various online as well as offline means. In the modern technologically developed world, The Coca Cola Company has been utilising the various advancements for promoting its products, such as the social media tools, advertising campaigns, as well as other similar digital marketing tools. Moreover, The Coca Cola Company also sponsors for various events that are renowned across the world, which enables the Company to reach to larger consumer base (The Coca Cola Company, 2018).

Conclusion: The discussion that has been presented above, evidences that The Coca Cola Company has been successful in its global expansion as well as in establishment of its businesses in the United Kingdom. It can be deciphered that the various opportunities and benefits that are offered by the markets of the United Kingdom has favoured the business expansion of The Coca Cola Company in its markets.