H4.3 and 4.4

• Economie
• Middelbare school
• vwo
• Leerjaar 3

Chapter 4.3 and 4.4

Target group: The consumers that you see as you customers

Coca Cola Product Strategy

Coca Cola product strategy in its marketing mix can be studied by understanding its wide product range. The following products are offered by Coca Cola globally: Coca Cola, Sprite, Fanta, Diet Coke, Coca Cola Zero, Coca Cola Life, Dasani, Minute Maid, Ciel, Powerade, Simply Orange, Coca Cola Light, Fresca, Glaceau Vitaminwater, Del Valle, Glaceau Smartwater, Mello Yello, Fuze, Fuze Tea, Honest Tea, Osewalla, Powerade Zero

Coca Cola Price/Pricing Strategy

The beverage market is considered to be an oligopoly in which there are few sellers and many buyers. Coca Cola and Pepsi are the dominant players.

Coca Cola Place & Distribution Strategy

The Coca Cola company produces the beverage using its secret formula and transports it to the bottlers located in various parts of the globe. The bottle shapes and sizes are predefined by the company. The bottlers then fill the bottles with the adequate beverage and then ship it to the carrying and forwarding agents

Coca Cola Promotion Strategy

The promotional strategy of Coca Cola focuses on aggressive marketing through ad campaigns using media like TV, online ads, print media, sponsorships etc. Coca Cola engages in the following major sponsorship events like American Idol, BET Network, NASCAR, NBA, NCAA, Olympic Games, FIFA worldcup etc

Matrix Organization

The Peter Principle

In a hierarchy, every employee tends 

to rise to his level of incompetence.

5 p's of Marketing

Which is NOT a marketing tool?

1. Price
2. Production
3. Promotion
4. Personnel

What is the definition of market share?

1. items sold / total revenue
2. revenue one company / market total sold items
3. items sold / market total sold items
4. revenue one company / total revenue

Price

Place

Promotion

Product

Personnel

You offer 3 products for the price of 2

Products are placed at eye height

Staff is required to help customers

There is a poster with a special offer

You offer products in different qualities

Is a marketing director an executive function or a staff function?

1. executive
2. staff
3. both
4. none of the above