Marketing Mix of Coca-Cola 

Coca-Cola is the world’s leading soft-drink manufacturing American multinational company. John Stith Pemberton founded the Coca-Cola drink manufacturing company in 1886. Today, we’ll discuss the marketing mix of Coca-Cola; it will focus on the 7Ps and 4Ps of marketing of Coca-Cola marketing strategy; key elements like product mix of Coca-Cola; price, place, promotion, people, process, and physical evidence or environment.

The marketing mix of Coca-Cola would discuss the 7Ps and 4Ps of marketing of Coca-Cola marketing strategy; and their respective elements like product mix of Coca-Cola, pricing strategy, place, promotion, people, process, and physical environment or evidence. Here’s Coca-Cola marketing mix as follows;

Marketing Mix of Coca-Cola

Some of the main elements like the 7Ps and 4Ps of marketing mix of Coca-Cola are as follows;

Product of Coca-Cola

The product mix of Coca-Cola is one of the key elements in the 4Ps of marketing of Coca-Cola and it allows you to analyze the marketing strategy of the company.

• I-Coca-Cola: Coca-Cola is the world’s renowned and top-selling trend of the soft drink company
• II-Sprite: Coca-Cola launched the drink in lemon flavor in 1961, and it is also equally popular
• III-Fanta: it is the 2nd oldest drink after Coca-Cola, and the company launched the orange-flavored drink in 1940
• IV-Diet Coke: also goes by the name of “Coca-Cola Light” and the company launched it in 1982 to target health-conscious and low-calorie customers
• V- Coca-Cola Zero: Coke Zero is the latest product of the Coca-Cola Company and it contains zero sugar
• VI- Coca-Cola Life: it is a low-calorie soft drink comprising Cane Sugar and Stevia Leaf
• VII-Minute Maid: Coca-Cola procured the juice-based soft drink in 1960
• VIII-Ciel: the company launched the purified water (non-carbonated) in 1960
• IX-Powerade: as the name implies, it is an energy drink comprising fluids, carbohydrates, and electrolytes to deal with hydration and offer an energy boost
• X-Powerade Zero: it is a sports and fitness drink for athletes, an energy drink with low calories and contains electrolytes
• XI-Simply Orange: premium 100% orange drink and it is available in 6 flavors
• XII-Fresca: it is a caffeine-free soft drink comprising of unique citrus taste
• XIII-Glaceau Vitaminwater: it is a nutritious soft drink and it is only available in 26 countries
• XIV-Del Valle: another premium nectar juice of the Coca-Cola Company, and it is only available in Central and Latin America

Price Strategy of Coca-Cola

I-Discrimination Pricing Strategy

Coca-Cola implements the discrimination pricing strategy and it helps the soft drink brand to charge different prices for its products to various segments of the customer market. Coca-Cola is operating its business in the oligopoly market where there are a few soft drink manufacturing companies. They have autonomy in terms of pricing and policies. In the soft drink oligopoly market, there are a large number of buyers and very few manufacturers.

II-Consumption & Location

 Soft drinks and location are the main factors that impact the pricing strategy of the Coca-Cola Company. When the soft drink company enters the new price-sensitive market, the brand would charge lower prices for its products to deal with the competition. However, it allows the company to strengthen its market position; various promotional campaigns help the company to change its position as a premium brand.

Place of Coca-Cola

I-Global Distribution Network

Coca-Cola has established a worldwide distribution network and it helps the company to make its products available in various locations across the globe. According to an estimate, the soft drink brand serves roundabout 1.9 billion customers daily.

II-Bottling Partners

Coca-Cola establishes contracts with bottling partners and they play the role of packaging and distribution of the company’s products. Instead of creating a worldwide network of retail stores, the authorized bottling partners of Coca-Cola distribute its products, and the company focuses on branding and marketing. In order to increase Coca-Cola’s market reach, the bottling partners work closely with the following stakeholders;

• Movie Theater
• Amusement parks
• Street vendors
• Convenient stores
• Retail grocery stores
• Restaurants and hotels

Promotion of Coca-Cola

I-Ads Campaign

Coca-Cola invests a significant amount of capital resources in marketing and advertisement for the promotion of its products and services. For instance, the soft drink brand allocated roundabout 4.1 billion USD for marketing and advertisement. The objective and focus of Coca-Cola’s advertisement campaign is on the promotion of taste and feelings.

II-Digital Marketing

Along with marketing on traditional media channels like TV and print media, Coca-Cola also invests a significant amount of capital resources on digital marketing and social media platforms. Digital media channels help the soft drink company to generate user engagement and connect with fans. Coca-Cola has roundabout 1300 promotional videos on YouTube.

III-Focused Marketing Strategy

Coca-Cola has launched various types of promotional campaigns as a part of its marketing strategy. But the company has never changed its focus from its main message which is to create happiness for customers. The brand’s main underlying theme remains the same throughout all of its diverse promotional campaigns.

We have just discussed the 4Ps of marketing of Coca-Cola; the following three elements are part of the 7Ps of Coca-Cola marketing mix analysis.

People Strategy of Coca-Cola

Coca-Cola has employed roundabout 83000 employees to manage its worldwide operations. The company offers them value, learning, training, educational, and learning programs to deal with various types of challenges in their routine tasks. In order to boost their morale and confidence level, Coca-Cola offers them rewards, incentives, and acknowledgment.

Process of Coca-Cola

In order to ensure sustainability and optimized operational infrastructure, Coca-Cola implements an integrated supply chain strategy. Some of the key processes that the company performs at its production facilities are as follows;

• Ingredient conveyance
• Equipment washing
• Blending and mixing
• Filling
• Labeling
• Packaging
• Warehousing

Physical Evidence of Coca-Cola

Coca-Cola has earned a worldwide reputation for its unique taste, branding, and logo and they’re the physical evidence of the company’s existence. Retailers display the company’s products on specific shelves as a part of the company’s marketing and branding strategy.

Conclusion: Coca-Cola Marketing Mix 

After an in-depth study of the marketing mix of Coca-Cola; we have realized that Coca-Cola is the world’s leading retail brand. If you are learning about the 4Ps of marketing of Coca-Cola marketing strategy; then you should keep in mind the abovementioned elements like product, price, place, promotion, people, physical evidence, and process.