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companyreport2 - 1 Jeremiah Gordon MGT 111/A The Coca-Cola...

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1 Jeremiah Gordon MGT 111/A 11/30/2011 The Coca-Cola Company., Report #2 . The Coca-Cola Company is in both the business to business and the business- to-consumer market. They provide their main product, drinks and syrups to individuals but also to restaurants, supermarkets, and other retailers. They sell directly to consumers through methods such as vending machines and Coca-Cola stores. As mentioned before Coca-Cola’s main product is beverages, mainly soft drinks, and syrups. These beverages include Coca-Cola, Minute Maid, and Sprite. The target market for these products is extremely vast and really includes anyone that is looking for refreshing and satisfying beverages. Coca-Cola markets to all ages from young children to the elderly. The starting age of the target group starts extremely young as Coca-Cola is introduced into many children’s life in elementary school. One of the most well known brands of all time is introduced to children through television advertisements, vending machines, and other promotions. These advertisements are shared worldwide in many languages and are tailored to appeal to children of all races and backgrounds. Coca- Cola is truly a worldwide brand and therefore has no distinct race, religion, or ethnicity they target. Since Coca-Cola owns and produces such a broad range of beverages they are also able to appeal to wide range of people based on psychographic segmentation. For instance for an athlete Coca-Cola may not be a smart choice during a game but Coca-Cola owned PowerAde is provided to athletes all over the world. For individuals trying to watch their health Coca-Cola provides lots of their drinks in zero and low calorie options. Even these aren’t the only option, as Coca-Cola owned Simply and Odwalla are two brands of drinks that target a health conscience audience.
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2 "Responsible Marketing." Coca-Cola . The Coca-Cola Company, n.d. Web. 30 Nov 2011. <http://www.thecoca-colacompany.com/citizenship/responsible_marketing.html>. "Coca-Cola, Pepsi in Schools." cspinet . The Coca-Cola Company, n.d. Web. 30 Nov 2011. <http://www.cspinet.org/new/pdf/cokepepsischools.pdf>. Coca-Coca prices their products based on the competition and the current market status. Being a very popular and large brand name they are able to price their products higher than the “value” sodas such as Kroger brand Cola. While they do price higher then these brands they make sure to maintain a competitive and mostly equal price with main competitor PepsiCo. Recently though this pricing strategy has thought to have changed as Coca-Cola has taken criticism for their marketing strategy during the troubled economy. Some analysts have deemed it the “spoiler” to cheaper soda brands because Coca-Cola has maintained their soda prices in the US while many competitors have had to raise their prices because of losses over the past few years. Muhtar Kent
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