Sales Promotion Essays

The Coca-Cola Company has increased its product mix by product line extensions as well as creating new products.

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Price: Price of the product or service is another important part of the marking mix.

Price is defined as “what a buyer must give up to obtain a product” (Hair, Lamb, & Mc Daniel, 2006, p. Price is the quickest and most flexible element to change in the marketing mix.

Place/Distribution: Another crucial part of the marketing mix is place and distribution of an organizations product. retailers and distributors) instead of directly selling to distribute its products worldwide (Coca-Cola Datamonitor, 2007).

Place and distribution strategies are “concerned with making products available when and where customers want them” (Hair, Lamb, & Mc Daniel, 2006, p. The Coca-Cola Company states in its mission statement that it wants to offer its products to all consumers globally (Coca-Cola Company, 2006). The Coca-Cola Company also uses intensive distribution strategies to make sure their products can be available everywhere.

There are four main aspects of the promotional mix that integrate together to create a competitive advantage for an organization.

The four aspects of the promotional mix are advertising, public relations, sales promotion, and personal selling (Hair, Lamb, & Mc Daniel, 2006, p.

However, the retail outlets use a variety of pricing methods and strategies when selling Coca-Cola products (Coca-Cola Datamonitor, 2007).

There is often competition pricing of the Coca-Cola products and prices are set around the same level as its competitors.

In addition, the Coca-Cola Company is in many other countries including India that are in the growth stage of the product life cycle (“Marketing: New products”, 2007).

The Coca-Cola Company’s growth in these areas are caused by their improved marketing to consumers, better relationships with bottlers, their “live happily” campaign in 200 markets, and the launch of Coca-Cola Zero.

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