Consumer Engagement
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Rescooped by Klaudia Lewis from MILESTONE 2 - IMC
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What Is the Marketing Mix of Coca Cola?

What Is the Marketing Mix of Coca Cola? | Consumer Engagement | Scoop.it
The marketing mix is a standard strategic tool used to formulate a plan for product development and promotions. Examining the mix for a successful company like Coca-Cola can help a business leader ...

Via Alana Meikle
Klaudia Lewis's insight:

This article begins with giving a very brief but clear defintion as to what a marketing mix is and how it it used. Readers are able to understand how coca-cola has employed and executed a marketing mix in an efficient and effective way. This helps support their brand and maintain customer loyalty and awareness.Coke has powefully incorpoarted the four key elements into their marketing mix, these are product, place, price and promotion.

Coco-cola distributes their product in a strategic way so it is easily accessible and available to people all over the globe. The company supplies their products in many restaurant, public places, supermarkes and even a vending machines. Coco- cola sells their products at price that is affordable to their target market, which is vast middle class consumers.By maintaining a low price it shows Coco-cola value their consumers. The brand is strong enough to go through periods of price drops and economic recessions. Seeing as Coco-cola devote alot of money into advertising and promotions they are able to maintain their high position in the soft drink industry. Their brand remains to be better,stronger and more popular than their competitior, pepsi. Advertising and promotion tools such as TV, magazines and social media have been the best way to market Coco-cola and has lead to them having stong brand identity and equity.


 
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Rebecca Taylor's comment, September 26, 2013 8:09 AM
Coca-Cola is undoubtedly one of THE most significant brands of all time and I don't see that changing anytime soon. They put so much focus on to the brand strategy and their campaigns are always thought out and thoroughly integrated. Interesting when at the end of the day, all they are selling is sugary water....
Sophie Trethewey's comment, September 26, 2013 5:03 PM
This article discusses Coke's marketing highlights and pinpoints the reasons as to why they have achieved such strong global awareness. Coke's distribution techniques as a brand are very influential. Distributing B2C strategically and B2B through restaurants and fast food outlets. The product itself is very adaptable however remains the same recipe. It is great how Coke has adapted to different cultural tastes such as America having cherry flavored Coke. This will have a huge impact on their ability to maintain brand equity and appeal to the mass markets which is actually very hard to do. This article states that Coke is affordable, I must admit I do not find it particularly affordable now but it did use to be very affordable and probably still is in some countries. It is interesting that Coke uses the TV as a promotional channel, for me personally I find this interesting because it contradicts a lot of what marketers in the industry have stated that it is best to advertise online. Mind you Coke does have a great Facebook page and is heavily involved in social media channels. I think Coke has achieved world domination in the soft drink industry and will continue to for a long time as it is such a strong brand. I think it is great how the company recently got behind a scheme to stop obesity and shows its ethical corporate responsibility even though some consumers thought it contradicted their brand. A personal experience with Cokes marketing I had was at the 2012 Christmas in the Park, Auckland. Coke had a Coke dome and I won prizes and got some free merchandise. This type of personal marketing is great and was very inspiring to me as it was simplistic, I had fun and was happy which is what the brand tries to evoke with its consumers. The latest Pepsi campaign with Beyonce endorsing the soft drink has made me anxious to see what might happen with that campaign, it is highly un-likley that Pepsi will achieve sales like Coke does, however who knows in the long-term what might happen particularly when Pepsi is feeling the competition more than ever in today's macro environment.
David Blomfield's comment, September 26, 2013 10:28 PM
This article discuss how coca-cola uses marketing in an effective way to keep their brand well recognised and keep their costumers loyal to the brand. We are told clearly what a marketing mix is in terms of the 4 P's place, product, price, promotion. The product is available all over the world and the price changes from target market to target market. Lastly they have a very large budget set aside for promotion and advertising. I found it very interesting to know how much effect they put into marketing their product when there is rarely a person alive that hasn't heard of the coca-cola brand or slogans.
Rescooped by Klaudia Lewis from Direct Marketing and Consumer engagement
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7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles

7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles | Consumer Engagement | Scoop.it
There are 7 reasons why your company should be using direct marketing to reach your audience and generate leads and you’ll find them in this article! (Learn about the benefits of direct marketing from this recent blog post on Consumer Engagement Now.

Via Amy Davidson, Peggy Yao, Stephanie Tucker
Klaudia Lewis's insight:

This article discusses how direct marketing is an effective marketing tool that is highly beneficial to businesses and services, that being small or large. Direct marketing is a less costly way to market a certain product or service. Additionally, direct marketing is a way to grasp the customers attention in a non intrusive way, which is ideally what customers want. It helps create a more personal connection as businesses are engaging with their intended target market. This in turn can lead to positive results such as an increase in profits and sales. The most common type of direct marketing people recieve and are familiar with are catalogs, envelope mailers, letters, postcards, free-trial CDs and advertising mail. If a direct marketing campaign is executed properly businesses can expect great results.

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Hendy Han's comment, September 26, 2013 9:05 PM
Great article Maggie. I agree with your insight. Direct marketing is one of the most effective on-going marketing tools that many successful company still using. The most utter advantage of using direct marketing is the chance to be physically and mentally presence for your potential or existing customers.
Holly Adams's comment, September 26, 2013 11:55 PM
@yuhang. great article choice here for describing the 7 benefits of direct marketing, helped me understand and think about how a company would particularly impart this. For example building personal connection is a great way to get feedback and therefore improve your business. An example of allowing this to happen would be to have you floor staff (the people talking with other people) understand the importance and bigger picture of their job. Many people at this level feel worthless to the company but they are actually one of the most importance as they built customer relationships and help build a perspective of the brand and it's name.
Shichi Zhong's curator insight, May 14, 2014 12:29 AM

The main 7 benefits are:

1. talk about your offers directly with the customers

2. experiment with new markets

3. Direct marketing is more cost-effective 

4. build personal connections

5. focus on specific groups

6. provide direct feedback

7. results are quantifiable

 

Those 7 benefits can be used for any direct marketing such as Direct Mail marketing and Direct Response Marketing.

Rescooped by Klaudia Lewis from IMC
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Direct Marketing and Consumer Engagement

Direct Marketing and Consumer Engagement | Consumer Engagement | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Gaia Adni
Klaudia Lewis's insight:

This article strongly emphasizes how social media has become a great platform for marketers to interact directly with their intended consumers on a more personal level. Through the use of tweets, blogs and other social sites consumers are now able to inform brands and companies with their feedback and preferences.This provides companies with relevent information regarding ideas related to ways they can adjust their products and services. With the growth of smart phones and iPhones direct marketing is very effective as companies can reach people who are constantly on the go, which establishes direct contact and forms emotional bonds. Mobile marketing allows consumers to access marketing promotions, special sales or look at new products that appeal to them. I definitely agree that mobile marketing is effective and accessible. In my personal opinion I am directly contacted through mobile marketing tools on a daily basis which I find very useful and informative. I am approached with great promotions and deals from brands which usually grasps my attention.

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David Blomfield's comment, September 26, 2013 10:35 PM
This is a great article and looks at the impact of social media on direct marketing. Direct Marketing is effective because it allows marketers to strengthen their relationship with consumers as well as getting feedback about their product. Not only is it becoming more and more popular as a marketing tool but it is also relatively cheap to use.
Alex Wang's comment, September 26, 2013 10:36 PM
I like the example you used, Florence. It is always so crucial to have interaction with customers. Through the communications, customers would think they are considered as a member of the societies. And getting customers involved, they will become more loyalty to the brand.
Thapthim (Thim) Phithak's comment, September 26, 2013 10:45 PM
I agree with you Sean, i believed that direct marketing works best. I feel that receiving emails and texts are not that engaging compare to personal selling. When you market you products or brand directly to the consumers, you can connect to your consumers emotionally and engage to them better.
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Coca-Cola tries to bring India, Pakistan together via its new vending machines - Economic Times

Coca-Cola tries to bring India, Pakistan together via its new vending machines - Economic Times | Consumer Engagement | Scoop.it
Economic Times Coca-Cola tries to bring India, Pakistan together via its new vending machines Economic Times "Brands can't work remotely anymore so it is important to listen and engage to consumers," Wendy Clark, senior VP, integrated marketing...
Klaudia Lewis's insight:

What I admire most about this article is how Coca-Cola goes beyond traditional marketing and engages with their consumers in a way that has never been done before. Coco-Cola allows their consumers to interact with their brand and participate in marketing activities by captivating the consumers attention and interest on a emotive level. Coco-Cola is recognized for sharing happiness worldwide. The projects described in this article prove that their advertising and marketing strategies relate back to their main message. It is evident in this article that Coco-Cola is continuously striving to create innovative and unique ways to add value to their brand identity. Their imaginative ideas generate a higher brand awareness internationally, which can only make them stronger.



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Sophie Trethewey's comment, July 26, 2013 6:53 AM
This is a perfect example of consumer engagement to the maximum I reckon. Amazing job by Coke and very insightful article Klaudia! I really enjoyed reading this article it makes me excited to see marketing in a non traditional way be used so effectivly. This is truly an epic marketing strategy.
David Blomfield's comment, August 22, 2013 9:08 PM
This is a great article and highlights how Coca-Cola was the first company to try this new radical idea of consumer engagement. I thought this was an awesome form of marketing strategy and wish that more companies would follow in there footsteps. This new way to try and make the world a less hateful place through something as simple as a vending machine is inspiring.