Valupatitta
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please change anything u like 
i wanna improve my essay writing cos its so bad
“Critically analyse the marketing strategies employed by Coca-Cola, throughout its life cycle, to make it the success it is together.”
The Coca-Cola Company is a world wide phenomenon that sells carbonated soft drinks. It has utilised the marketing mix that are essential when proposing and developing a marketing plan, and has also taken into consideration their relationships with customers to maintain their loyalties as well as continuously seeking potential clients in recent years. This analysis will discuss the development of the Coca-Cola Company throughout the life cycle, and critically selects which marketing strategy it has adopted in the past and present to be proven the most successful in terms of increased levels of sales and profits.
In the late 19th century, John Pemberton intended to sell Cola in Atlanta, Georgia as a patented medicine, claiming it to cure diseases such as morphine addiction and headaches. These ‘medicines’ were sold in pharmacies and drug stores according to the product’s function. It was stored in red barrels, imprinted with stylized scripts and fonts to give itself an identity. Prices were fairly low and this targeted most people because it was easily obtainable.
Since the company was introduced at around the 1880s, it mostly took the production approach in terms of their marketing direction. The production approach simply means that the businesses concentrate their marketing heavily upon the product itself rather than targeting customers. This was because there were less competition back then in terms of similar products being sold. This was the establishment phase of the business life cycle. This approach has some impact on elderly people; however, it is not effective comparing to latter eras of the Coca-Cola Company in terms of customer base, profits and sales.
When Asa Candler incorporated with Coca-Cola, a dramatic expansion in terms of customer base was observed during its growth phase in the business life cycle. The place in which the Cola were distributed was not only in Atlanta and pharmacies, but the whole of America; stores that were not just chemists or drug stores. In the bottle design, they have changed from red barrels to hobble skirt bottle, giving a fresh new look to the audiences and encourage them to buy the product out of curiosity. This drastic alteration to the bottle design was parallel and correspondent to the promotion at that time, where they were using young girls in posters and images to attract businessmen. It was a new ‘fashion’ in bottle design and portrays the culture of that time. Pricing continued to be low and affordable, allowing the majority of the market to purchase their products and particular important during this era because demands have proven to have dropped and more competitions have evolved.
During this time, Coca-Cola also used the sales approach to their marketing method. This is different to the prior Pemberton generation as this focuses more on the selling of goods rather than the producing of goods. It is also because the demand is less strong from the 1920s to 1960s. Thus, this is why they use personalised selling as their marketing strategy across the country, as well as merchandising subordinate consumable products such as trays and umbrellas. With this approach, customers become more familiarised with this product, and thus is a foundation that leads to its later dominance of the world soft drink market later on in the 20th century.
Presently, in the maturity phase, the Coca-Cola is of global access, and is almost situated in every shop of the world. This extensive distribution partly includes supermarkets, convenience stores, vending machines and street stores, as opposed to the establishment phase which is only distributed in drug stores and pharmacies. There are much more variety in terms of the product features such as cans and mixers of coke elements to other tastes and flavours, catering to a large range of groups that have not been previously targeted at before, including women and children. The pricing is fairly inexpensive and reasonable, while production has gone through a makeover. They have utilised celebrities, street arts, artistic posters and also interactive and technological advertisements in televisions and internet to create a whole new fresh look to Coca-Cola, which means that they now also target teenage groups as well as the adults.
They have adopted the marketing approach which is now more customer orientated, basing its marketing directions and practices on customers’ wants. They no longer only ‘sell’ their product as a kind of need- they actually target at customer’s leisure and their specific tastes and preferences, which is evident when they have combined coke with other flavours, such as Vanilla-Coke and Lime Coke. They also are concerned about the environment by adopting environmentally-friendly aluminum cans instead of glass bottles, knowing that societies are now more concerned about the environment ensuring customers are buying ecologically sustainable products. These approaches sees an evident rise in Coca-Cola’s sales and profit levels as they are able to morph their product to suit social conventional values and preferences.
In conclusion, Coca-Cola has gone through three distinctive approaches throughout its business’s history of operation – the production, sales and marketing approach. It is believed that the marketing approach is proven the most successful in terms of the level of sales and profits that the company has made during the past decades, and has created a whole new image for the new target market (the teen market) that they want to embrace along with their old target audiences. Altogether, a consistent change to the business’s marketing approach is needed to keep up to date with the rest of the world and its values and beliefs, allowing the buyers to become more attached to the product and hence customer base continues to grow.
i wanna improve my essay writing cos its so bad “Critically analyse the marketing strategies employed by Coca-Cola, throughout its life cycle, to make it the success it is together.”
The Coca-Cola Company is a world wide phenomenon that sells carbonated soft drinks. It has utilised the marketing mix that are essential when proposing and developing a marketing plan, and has also taken into consideration their relationships with customers to maintain their loyalties as well as continuously seeking potential clients in recent years. This analysis will discuss the development of the Coca-Cola Company throughout the life cycle, and critically selects which marketing strategy it has adopted in the past and present to be proven the most successful in terms of increased levels of sales and profits.
In the late 19th century, John Pemberton intended to sell Cola in Atlanta, Georgia as a patented medicine, claiming it to cure diseases such as morphine addiction and headaches. These ‘medicines’ were sold in pharmacies and drug stores according to the product’s function. It was stored in red barrels, imprinted with stylized scripts and fonts to give itself an identity. Prices were fairly low and this targeted most people because it was easily obtainable.
Since the company was introduced at around the 1880s, it mostly took the production approach in terms of their marketing direction. The production approach simply means that the businesses concentrate their marketing heavily upon the product itself rather than targeting customers. This was because there were less competition back then in terms of similar products being sold. This was the establishment phase of the business life cycle. This approach has some impact on elderly people; however, it is not effective comparing to latter eras of the Coca-Cola Company in terms of customer base, profits and sales.
When Asa Candler incorporated with Coca-Cola, a dramatic expansion in terms of customer base was observed during its growth phase in the business life cycle. The place in which the Cola were distributed was not only in Atlanta and pharmacies, but the whole of America; stores that were not just chemists or drug stores. In the bottle design, they have changed from red barrels to hobble skirt bottle, giving a fresh new look to the audiences and encourage them to buy the product out of curiosity. This drastic alteration to the bottle design was parallel and correspondent to the promotion at that time, where they were using young girls in posters and images to attract businessmen. It was a new ‘fashion’ in bottle design and portrays the culture of that time. Pricing continued to be low and affordable, allowing the majority of the market to purchase their products and particular important during this era because demands have proven to have dropped and more competitions have evolved.
During this time, Coca-Cola also used the sales approach to their marketing method. This is different to the prior Pemberton generation as this focuses more on the selling of goods rather than the producing of goods. It is also because the demand is less strong from the 1920s to 1960s. Thus, this is why they use personalised selling as their marketing strategy across the country, as well as merchandising subordinate consumable products such as trays and umbrellas. With this approach, customers become more familiarised with this product, and thus is a foundation that leads to its later dominance of the world soft drink market later on in the 20th century.
Presently, in the maturity phase, the Coca-Cola is of global access, and is almost situated in every shop of the world. This extensive distribution partly includes supermarkets, convenience stores, vending machines and street stores, as opposed to the establishment phase which is only distributed in drug stores and pharmacies. There are much more variety in terms of the product features such as cans and mixers of coke elements to other tastes and flavours, catering to a large range of groups that have not been previously targeted at before, including women and children. The pricing is fairly inexpensive and reasonable, while production has gone through a makeover. They have utilised celebrities, street arts, artistic posters and also interactive and technological advertisements in televisions and internet to create a whole new fresh look to Coca-Cola, which means that they now also target teenage groups as well as the adults.
They have adopted the marketing approach which is now more customer orientated, basing its marketing directions and practices on customers’ wants. They no longer only ‘sell’ their product as a kind of need- they actually target at customer’s leisure and their specific tastes and preferences, which is evident when they have combined coke with other flavours, such as Vanilla-Coke and Lime Coke. They also are concerned about the environment by adopting environmentally-friendly aluminum cans instead of glass bottles, knowing that societies are now more concerned about the environment ensuring customers are buying ecologically sustainable products. These approaches sees an evident rise in Coca-Cola’s sales and profit levels as they are able to morph their product to suit social conventional values and preferences.
In conclusion, Coca-Cola has gone through three distinctive approaches throughout its business’s history of operation – the production, sales and marketing approach. It is believed that the marketing approach is proven the most successful in terms of the level of sales and profits that the company has made during the past decades, and has created a whole new image for the new target market (the teen market) that they want to embrace along with their old target audiences. Altogether, a consistent change to the business’s marketing approach is needed to keep up to date with the rest of the world and its values and beliefs, allowing the buyers to become more attached to the product and hence customer base continues to grow.
