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From sometime before 1970-s Coca Cola had started doing business in India. But due to changes in the policy of Indian Government, Coca Cola had to wind up its business from India in 1977. After 16 years, in 1993 it again started doing business in India through one of its subsidiary company Coca Cola India Private Limited. It gradually went in for merger by acquisition the various well known products to stop the direct competition from the local market. Coca cola is the brand with the highest brand equity. No doubt it has gone through the ups and downs of business to reach that position.
The marketing mix of Coca cola has been changing over time with more and more products being added such that today it has 3300 products. So what is the marketing mix of Coca cola? Product The company has the widest portfolio in beverage industry comprising of 3300 products. Beverages are divided into diet category, 100% fruit Juices, fruit drinks, water, energy drinks, tea and coffee etc. As per Nelson’s data, Coca cola is the No. L brand in sparkling beverages, Juice, and retail packaged water in 2010. Coca cola has its market presence around 200 countries.
Coca cola brands in India are Fan, Amaze, Lima, sprite, Thumb up, Minute Maid, Nimbi fresh, Nested iced tea etc. Coca-Cola made its return to India COCA – COLA in 1993 and made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation. Sprite has not only established itself as a brand which successfully boasts it’s ‘cutter’ perspective with an authentic, edgy, irreverent, urban and straight forward style, but has also achieved status of an undisputed youth ‘badge’ brand.
Fan entered in the year 1993. Perceived as a fun youth brand, Fan stands for its vibrant color, tempting Taste and tingling bubbles that not Just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. Lima has remained unchallenged as the No. L Sparkling Drink in the Cloudy lemon Segment. The success formula is the sharp fizz and lemon bite combined with the Single minded proposition of the brand as the provider of “Freshness”. Amaze has today come to symbolize the very spirit of mangoes.
Universally loved for its taste, color, thickness and wholesome properties, Amaze is the mango lover’s first Price Due to the availability of wide range products the pricing is done according to the racket and geographic segment. Each sub-brand of coca cola has different pricing strategy. Their pricing strategy is based on the competitors pricing, Pepsi is the direct competitor to coke. Beverage market is said to be a oligopoly market (few sellers and large buyers), hence they form into cartel contract to ensure a mutual balance in pricing between the sellers.
Price strategies are important to Coca Cola because the price determines the amount of sales and profit per unit sold. Businesses have to set a price that is attractive to their customers and provides the business with a good level of profit. Long before a ale was ever made Coca Cola had developed a forecast of consumer demand at different prices which inevitably determined whether or not the product came on the market, as well as the allocation of adequate money and resources to produce, promote and distribute the product.
Place Coca cola is the world’s most favorite brand and is available all over the world. The distribution system of coca cola follows the FMC distribution pattern. The effective distribution network of coke has almost eroded the small and middle level players in the market. In India they have captured even the rural market by extensive striation and have eroded the market share of Boo onto, Kalmia etc. Promotion Coca cola adopts various advertising and promotional strategies to create an increased demand in the market by associating with life style and behavior and mainly targeting value based advertising.
You are more likely to see a coke ad individualized for a particular festival or in with a general positive message. Coca cola uses CARS as its marketing tool to gain emotional benefits in consumers mind. The current promotions through CARS include “Support my school” campaign with .NET. It has many brand ambassadors like Shrunk khan, Writhe Reason, South Indian Actor Visa and Traits , Chamber, Mari khan etc and has signed contract recently with Impair khan. It allows price discounts and allowances to distributors and retailers in order to push more products into the market.
It employs both push strategy through promotions and pull strategy through advertisements and campaigns. Company introduces different themes and concepts to sell their product and advertises mainly in electronic media and out of home advertising. These advertisements build brand image and create awareness. Big names of Indian film industry mainly become the brand ambassadors of the Company. Throughout the Cola-Cola Joy coach ho Jake Cola-Cola enjoy Coca-Cola-IIOP sir Utah eek Borrower!!! Coca Cola on a regular basis Advertise through Billboards, Hoardings.
They occupy the prime locations of the Urban and Semi Urban areas to advertise their products Bill Boards are used on Highways, main City roads, Across big buildings, Shops etc. Also in India the Coca-cola can be seen painted on walls, bus stands, Dhabi etc focusing in rural areas if India Coca-Cola uses direct marketing in many ways. First, the company partners with various restaurants, movie theatres, etc. To carry its product. This way, when a customer orders a drink, the only brand they are offered is Coca-Cola, which forces them to buy a drink from that brand.
By doing this, Coke forces out other competition, and keeps the restaurants, or other businesses, purchasing their product over and over again. E. G. Mac Dona’s. According to mobilemarketingmagazine. Com, Coke uses mobile graphics and texts to appeal to markets on a more personal level. Cocoa Cola also sponsors various sporting events in India and around the world in major sport events like Cricket, Football, Hockey, Olympic and Motor Racing etc. Coca-Cola uses the internet to promote its products.
The company has its own website, which is quite simple to navigate through. The website allows customers to become interactive through various games, contests, shopping, and through a special section of the website that enables consumers to find out how they can help their community. Also in the modern era of communication and networking, the company uses various social networking sites like Backbone, Youth, Twitter to connect with the consumers. The internet marketing thus helps to reach to those consumers who can’t afford to spend time on T. V and are always online