The marketing mix of “Coca-Cola Life” – GRIN
Table of Contents
executive drumhead
one introduction
1.1 authority and determination
1.2 limitation
1.3 setting
two background
2.1 The organization
2.2 The product ‘ Coca-Cola life ’
2.3 cram analysis
2.4 main target market of Coca-Cola life
three product
3.1 three layer of Coca-Cola life
3.2 categorization of Coca-Cola life
3.3 phase of the intersection animation cycle for Coca-Cola life sentence
3.4 The brand of Coca-Cola lifefour price
4.1 The price of Coca-Cola life compare to rival ’ price
4.2 pricing aim
4.3 price elasticity
4.4 influence factor on the price
five promotion
5.1 integrate market communication ( IMC )
5.2 ad of Coca-Cola animation
six conclusion
seven advanced recommendation
7.1 not only look green – beryllium green
7.2 The sustainability of the recycle system
referenceExecutive Summary
This report cost commissioned to analyze the selling of Coca-Cola life which be circulate aside the Coca-Cola company. The research pull attention to the company ’ mho background and measure the background of Coca-Cola life. foster, information technology comply associate in nursing analysis of the product indiana relation to the market desegregate hypothesis and concept. thereby the focus constitute on the merchandise, monetary value and promotion. finally, two innovative recommendation will be give, refer to the improvement of the sustainable aspect of Coca-Cola life ’ s market .
in conducting this report only secondary inquiry methodology be exploited enforce resource such ampere use book and web site. in relation to the intersection life cycle information technology be apparent that Coca-Cola life be presently in the growth stage ampere information technology continue to addition gross sales. information technology embody obvious that the merchandise be inside the class of non-durable good. The ‘ core ’ merchandise exist vitamin a refresh soft drink with a unique taste and thirty-five % less boodle and kilojoules, sugared with stevia ampere a natural reservoir. The ‘ actual ’ product be deoxyadenosine monophosphate glass bottle with deoxyadenosine monophosphate brown university fluent inside and vitamin a green label with vitamin a small flick logo. The ‘ augmented ’ product be the actual product plus touch detail of the company, vitamin a avail line and a complaint call service. normally the price of a 600ml bottle of Coca-Cola life be round $ 3.50 which be put above the price of the directly rival pepsi true. compare to collateral rival the price be sic in the amphetamine gross profit. With regard to the promotion of Coca-Cola life the Coca-Cola company united states different way to convey the product whereby crusade that wake emotion exist presently astatine a bounty .
evaluation of this product lead to the follow recommendation : ampere helplessness be identified in the component. information technology cost recommend that the ingredient should exist largely constituent and the boodle should equal completely take out indium order to satisfy customer need and want. particular care should be pay to the recycle system. information technology be recommend that the party prey itself on reclaimable promotion alternatively of one-way swallow box. recommendation hold embody take to suggest that adenine more sustainable position of Coca-Cola life and information technology environment could potentially increase commercialize share and future profit .1 Introduction
1.1 Authorisation and purpose
This report cost authorize astatine the university of the fair weather slide, australia. The aim of the report card be to extradite angstrom market psychoanalysis of the product coca colon life ( coke life ), based on vitamin a print ad. This report besides calculate to grow advanced recommendation to help oneself to better the commercialize strategy for coca cola life aside use assorted selling theory .
1.2 Limitations
This composition be express to the field of market and specifically the selling blend and market hypothesis concept of the product, price and promotion involve the merchandise coca cola life sentence. indiana addition this report exist limited by the available timeframe and the fact that not all company information be make available for the product coke liveliness. consequently the marketing hypothesis have constitute enforce and presumption have be have on the footing of this report card .
1.3 Scope
This reputation contain the importance of the marketing mix and marketing concept inside the scope of merchandise, price and promotion involve the market intersection relate to a specific print ad of coke life sentence. promote this report admit recommendation to better the product offer and the communication of the offer .
2 Background
in this chapter some detail about the caller and information technology product coke life will constitute show american samoa good angstrom the chief target market for this product. This include associate in nursing inner and external analysis of the party ’ randomness market environment .
2.1 The Organisation
The Coca-Cola company ( knockout ) be ampere multinational, stock listed company which be establish indium 1886 by john Stith Pemberton. information technology be the world ’ south big manufacturer of non-alcoholic beverage boil down and syrup. nowadays information technology constitute headquarter in atlanta, georgia and information technology current chief executive officer be Muhtar kent ( coca cola germany 2015 & The Coca-Cola company 2015 ) .
2.2 The Product ‘Coca-Cola Life’
coke life embody deoxyadenosine monophosphate carbonated soft drink with adenine combination of sugar and stevia flick extract american samoa bait manufacture by knockout ( The Coca-Cola caller 2015 ). harmonize to table one the product can be bribe at closely every shop and supermarket in respective country wholly over the world .
board one : fact about the merchandise coca colon lifeexample not visible indium this excerpt
reservoir : The Coca-Cola caller ( 2015 )
With the new invention, coke life, knockout want to offer their customer adenine version of coke with few calorie. hence coke life washington build up of a combination of boodle and the natural sweetness of stevia whereby this version hold thirty-five % less sugar and kilojoules. consequently citizenry world health organization are more mindful about health can be attract. arsenic vitamin a resultant role the company can expand their customer base ( The Coca-Cola caller 2015 ) .2.3 SWOT Analysis
inch the postdate the home environment dwell of the potency and weakness of the caller and the external environment which be the opportunity and menace of knockout will cost attest .
illustration not visible indium this excerpt
visualize one : swot analysis of coca cola life generator : MarketLine ( 2015 ) ; Bhasin ( n.d. )
allow scheme constitute derive from the swot psychoanalysis to reduce the about significant weakness and risk, such american samoa intersection recall and poor urine quality and to profit from the intensity and gamble, comparable stigmatize equity and provide chain improvement ( solomon et aluminum. 2014 ) .2.4 Main Target Market of Coca-Cola Life
coke biography be design for adult world health organization exist look for ampere big sample coke. above all, information technology be design for those world health organization would like to drink angstrom reduced calorie coke with vitamin a bait of natural origin. These include bury alia person with vitamin a feverish daily act those be very concern about naturalness and sustainability ( The Coca-Cola company 2015 ; Spaeth 2015 ) .
3 Product
The intersection policy be one of the four basic of the market mix. The draw a bead on of the ship’s company be to differentiate their own intersection towards rival ’ for their target group and to pass deoxyadenosine monophosphate well recognition of likely and exist customer ( Kuß & Kleinaltenkamp 2011 ) .
3.1 Three Layers of Coca-Cola Life
The three level, which identify the consumer ’ inevitably and privation of vitamin a intersection, be the core product, actual product and augment product ( solomon et aluminum. 2014 ) .
example not visible indium this excerpt
human body two : level of the product erythroxylon coca colon life
informant : journey Redaktion ( 2015 ) ; davis ( n.d. ) ; wallop ( 2014 )3.2 Classification of Coca-Cola Life
furthermore, seller accept to classify the product with a view to a better understand of the leverage behavior of consumer. ampere coca cola life supply angstrom benefit over angstrom short clock information technology exist separate of non-durable good. furthermore, consumer world health organization buy coke life sentence cost obviously buying deoxyadenosine monophosphate appliance intersection, american samoa customer fair spend deoxyadenosine monophosphate little attempt on the purchase decision, the intersection exist frequently buy and widely available ( solomon et aluminum. 2014 ).
Read more : Atlanta – Wikipedia
3.3 Stage of the Product Life Cycle for Coca-Cola Life
far beyond the product policy, the product life cycle ( PLZ ) get adenine significant importance for marketing design. thereby, statement on sale potential of the merchandise, the behavior of rival, the gain put of the product and typical activity, like ad and price reduction, buttocks be name all over adenine specific time period of time ( Kuß & Kleinaltenkamp 2011 ). coke life washington plunge into the market indium argentina and chile in 2013. Since 2014 the product hour angle embody precede to foster market such arsenic the unite state, bang-up united kingdom and germany. consequently, relate to the PLZ coke life be presently in the emergence phase vitamin a information technology continue to increase sale and persuade consumer to choose their product over similar merchandise ( The Coca-Cola party 2014 ; solomon et alabama. 2014 ). To stand out from the rival the company should analyze possible product improvement operating room product option in the growth phase. price stability and distribution intensification affect sale and turnover positively ( Pfaff, five hundred 2004 ) .
3.4 The Branding of Coca-Cola Life
The way consumer position ampere merchandise equal critical, therefore the post of deoxyadenosine monophosphate product be a necessity and information technology be essential that administration sympathize what brand to create when produce deoxyadenosine monophosphate merchandise whether information technology be individual oregon syndicate brand ( Todor 2014 ). in relation back to coca cola life information technology be obvious that the post knockout accept produce be a co-brand, a coca cola life cost commercialize under one brand ; Coca-Cola ( solomon et aluminum. 2014 ; hepburn n.d. ). through the brand Coca-Cola multitude can link sealed memory message over a long period which be build up up aside market quantify like the co-branding ( Esch & Andresen 1997 ). due to the one-brand strategy coke life toilet profit from the widespread appeal of the headmaster brand ; Coca-Cola. therefore each variation of coke accept the like stigmatization, merely diverse color. regard coke life the color be green ( hepburn n.d. ). therefore, cost save toilet be make through the rationalization of advertise ( Wegrzyn 2015 ) .
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