Organization Marketing Strategy: Coca-Cola Company (Essay Sample)

ORGANIZATIONAL MARKETING STRATEGIES
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Table of contents
Title Page
Executive summary …………………………………………………………… 3
Introduction …………………………………………………………………… 4
The Coca-Cola Company Business Environment …………………………….. 5
Marketing Mix theory Explanation …………………………………………… 5
Innovative recommendations …………………………………......................... 7
Conclusion ……………………………………………………………………. 7
References ……………………………………………………………………. 8
Executive summary
Marketing is well understood as one of the most important operations that an organization aiming to make sales is required to involve in. Marketing strategies help organizations introduce their products into the market and at the same time inform the consumers the reasons why they should prefer their products to those of other competitor organizations. With this regard, therefore, the majority of the organizations establish marketing strategies that are aimed at making their brands popular and preferred by their targeted customers. An organization that lacks a good marketing strategy risks offering a product into the market that is highly appropriate and competitive but making significantly small sales since customers are not aware of the existence of this product and the means through which it could be beneficial to them. A company that has highly effective marketing strategies for its products is the Coca-Cola Company. One of the most recent product that the organization has announced and is launching as it introduces to the market is the Coca-Cola zero sugar product. This paper assesses the strategies that the Coca-Cola Company has established to market and make significant sales of its new Coca-Cola Zero sugar product.
Introduction
The Coca-Cola Company is currently the leading foods and Beverage Company in the world basing this ranking from revenue. The organization has managed to maintain this position for a long time, mainly because of its highly appropriate and beneficial operations in the nation. One major challenge that the organization faces in its operations and with its products is caused by the main health issue of obesity that significantly impacts the United States. This challenge occurs because some of the products of the organizations have a high content of calories, which make them significantly inappropriate and less preferred by many individuals. Due to this reason, the Coca-Cola Company recently responded by establishing the Coke Zero product, which is a refreshment drink that is created with products that have significantly less calorie content. The organization has also recently announced its plans of changing the product and replacing it with the new Coca-Cola Zero sugar brand. The paper analyses the marketing strategies that the Coca-Cola Company has put in place, to market its new product and explain the rationale for replacing its previous coke zero product.
The Coca-Cola Zero Sugar product is one of the most recent Coca-cola company brands to be introduced in the market. The drink is a replacement of the recently famous coke zero brands that were initially sold to the targeted group of individuals. The Coca-Cola Company recently explained that the drink is created with similar ingredients but has increased a sweetened flavor without any sugar in it. The company also ensured that it incorporated the Coca-Cola taste in the drink thus ensuring that all individuals obtained the product. Currently, this product can be purchased from the majority of the Coca-Cola stores within the United States, and it will be available for all individuals in shops after successful distribution of the drink takes place.
The Coca-Cola Company Business Environment
The Coca-Cola Company is as explained earlier the leading organization regarding revenue in the whole world. This makes the organization placed in an appropriate position within the market, beginning from the organization’s market share to the number of markets where it has managed to expand and offer its products in. Due to this reason, the organization has an appropriate and good business operating environment. It, however, faces the threat of another significantly large organization in this category, which is also the second largest in the industry. This organization is known as the PepsiCo Company. The organization also targets similar customers to the ones that the Coca-Cola company targets and thus for that reason, there is a stiff competition between these two major organizations. Apart from PepsiCo, the organization also face competition from other local beverage organizations in the markets where it has expanded its operations. These are the organizations that produce local drinks to the local people, and thus instead of customers purchasing products from the organization, they consider making the local company purchases. With this regard, therefore competition by these organizations is also a significant factor that helps to establish an environment for the organization (Coca-Cola Journey, 2017).
The Main Target Market for the Company is the individuals that are significantly concerned about the content of calories that they take into their bodies through the foods and drinks that they consume on a daily basis. Calories have led to a large number of individuals attaining the condition of obesity, especially in the United States where the number of individuals with the condition and those at risk of this condition is significantly high. Due to this reason, many individuals have attained the concern of some calories that they consume in their bodies, an aspect that can be utilized to prevent them from obtaining this condition. These are the individuals that seek drinks with significantly fewer amounts of calories to refresh themselves with. It is for these individuals that the Coca-Cola Company obtained the need to develop and offer the Coca-Cola zero sugar product in the market. These individuals are thus the main target market for this product (Coca-Cola, 2017).
Marketing Mix theory Explanation
The marketing mix is the model through which many organizations utilize to market their products and enhance success in their marketing strategies. The marketing mix model has four main contents which include the product, the price, promotion, and placement. The product of concern is the new Coca-Cola Zero Sugar product offered by the Coca-Cola Company. This product has some basic benefits which are the main reason why it is more preferred over other products. The first benefit is the fact that it provides refreshments to individuals that take it. It also has the pleasant taste of Coca-Cola drinks which is the taste that majority of the individuals seek to obtain. The drink also does not contain calories thus making it one of the healthiest drinks that also refresh people. It currently appears in red icon Coca-Cola branded bottles, an aspect that helps people associate the drink with the Coca-Cola brand easily. It is packaged in bottles and content of different millimeters like all other Coca-Cola products.
The Coca-Cola Zero Sugar product is similarly priced like its previous brand, Coke Zero. The price of this brand has for some time been considered much better compared to the prices of other health drinks which are much higher. This aspect places the drink in much better position in the market compared to the brands of competitor organizations. From the prices that were initially established for this product, it appears to have had a pricing objective of being the best-priced drink whose ingredients are completely healthy. Promotion is the other important aspect of marketing that the Coca-Cola Company has completely established in its marketing strategy. The organization has utilized the promotion strategies of making the drink available to many individuals at half price, to give them a chance of testing this new brand. The message conveyed is completely effective, since a large number of individu