Research How Coca-Cola and Amazon Market Their Products? (Essay Sample)

Social Media and Digital Marketing
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In the previous discussion both the effectiveness and ineffectiveness of digital marketing were discussed. Facebook and YouTube were observed to be frequently used websites for advertisement. In the same context, the differences between the two companies were also discussed. Amazon Fire Phone was found to utilize YouTube to market the phone.
In this discussion, the content of the message regarding the two organization’s current status in the PDLC, site effects on products life cycle, and what should be done to improve the weaker site’s to reach the maturity site will be discussed.
Coca Cola and Amazon Fire Phone current status in the PDLC
Products and organizations undergo various phases before reaching their maturity stage. Particularly, it needs various disciplines and processes in the market. In the Western countries, Coca-Cola is undergoing its maturity stage while in Africa and Middle East is yet to attain that level.
Amazon Fire Phone, on the other hand, hit the market after its release in June 2014. Amazon sold the Fire Phone at a lower price than Apple, Samsung and iPod, which led to its fast growth after its release. Fire Phone later framed out when the consumers realized that the smartphone did not have features like Google Map, iTunes, et cetera. Although the company spent much in advertisement, the market of the phone did not grow. Amazon made no profit on the Fire Phone.
Effects of Site on the Product Life Cycle
With the use of websites, social media and mass media that Coca-Cola Company has embraced on in the past, the company has had a rapid growth in their sales which has also enabled it to reach its maturity stage in some part like Western World. Regular branding of their products also has increased the company’s market. An example is Life Brand that brought $32.3m which is equivalent to 2.43% of the entire company’s portfolio. Coke Studio Session and Share a Coke helped the company increase their sales by 42% (Coca-Cola Website 2015). . Gianfagna encouraged people to embrace the use of social media wisely to market their products. Besides the upward trend of the sales, Coca-Cola has faced challenges from their soft drink competitor; PepsiCo, which has challenged it from attaining its maturity stage worldwide. Other threats are people preferring to use Sports drinks, coffee and bottled water from other companies. Other than that some people has been exempted from taking such beverages due to their negative effect on health (Lala O’Reailly 2015).
With the emergence of Amazon Fire Phone, Amazon registered a high rise in Fire Phone sales during the year 2014. The company invested much on advertising the phone in YouTube, which demonstrated its quality features that made many people buy it. The phone had 2GB RAM, 32GB or 64GB and went for $199 and $299 respectively (Nick 2014). It also enabled one access Amazon contents. Although Amazon expected a high sale from the phone this was not achieved due to its weaknesses. It could not accommodate some important applications like Google Map and iTunes which was a frustration to the consumers. The phone also faced stiff competition from other smartphone manufacturers that were already in the market thus did not reach its maturity stage. Currently, the Amazon Fire Phone is unavailable in the market.
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