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Essay / Research Paper Abstract
A 10 page paper. The Coca-Cola Company has been the world's largest producer of carbonated soft drinks for many years. It holds that position through diversification, development of new products, creating new markets, and market penetration. This essay reports and discusses the company's marketing mix, how they target niche markets, and how they position the company. Bibliography lists 12 sources.
Page Count:
10 pages (~225 words per page)
File: MM12_PGcokemk.rtf
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Unformatted sample text from the term paper:
The other brands owned by Coca-Cola include Dasani water, Minute Maid, Bargs, Fruitopia, and POWERade (Perliski, 2004). It further distributes other brands like Dannon and Sparkletts water within the United
States and it sells "Crush, Dr Pepper, and Schweppes outside Australia, Europe, and North America" (Perliski, 2004). In total, Coca-Cola sells more than 400 different brands of beverages that include
sports drinks, juices, teas and coffees across 200 countries (Perliski, 2004). One of the interesting facts about this company is that it does absolutely no bottling of its own
drinks, what is sells is the syrups for all the drinks (Perliski, 2004). Coca-Cola retains its dominant world position in the soft drink market through diversification, development of new products,
creating new markets, and market penetration (Trifeletti, 2002). They do not succeed in accomplishing any of this without a very strong marketing research division. And, they keep that department rather
secret. It is very difficult to access any information on Coca-Colas marketing research strategies. The very first promotion used that set Coca-Cola apart from the rest of the industry for
decades was the very shape of the original bottle, it was the companys icon (Business2000, 2002). The contour shape was an essential element in the marketing mix for Coca-Cola (Business2000,
2002). It was an element that covered all aspects of the marketing mix from promotion through distribution (Business2000, 2002). After the release of this very unique bottle, a market research
study was conducted to discover if consumers liked the shape of the bottle (Business2000, 2002). Consumers described the bottle as communicating a number of messages: * It was a symbol
of the refreshing and enjoyable drink form Coca-Cola (Business2000, 2002). * The bottle was sensual in its feel and appearance (Business2000, 2002). * It symbolized good times (Business2000, 2002). *
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