4Ps of marketing mix for coca cola- DRAFT

PRODUCT

PRICE

• Wide range and variety of products
• The brand’s products, and itself, are recognized and valued by the costumers
• The products are sold in various packaging and sizes (the core product of the brand can be found in many different proportions like 200ml, 500ml, 1ltr etc.)

• Coca Cola’s prices are similar to the competitors’ due to the oligopoly of the market where there are many buyers and few sellers and the need to be competitive
• The prices of the products are affordable, not too high going beyond the average costumer reach nor too low to give the impression of low quality, making them also very accessible to the consumer
• Bulk buyers are benefited having to pay considerably lower prices than the average consumer buying single coca cola products

PLACE

PROMOTION

• Extensive distribution center (the products are sold on more than 200 countries in 6 operating regions making them available on almost all retail outlets and supermarkets worldwide)
• The products are distributed by the brand’s bottling partners where they package them and then put them out on the market
• Coca Cola has built an extensive reverse supply chain where they collect the leftover glass bottles from the retailers and recycle it by converting them into reusable product

• The brand uses aggressive marketing through ad campaigns (using media such as TV, online ads, print media etc.)
• Engages in major sponsoring events (like reality tv, talent shows, sport league championships etc.)
• Lunches TV advertisements in various languages worldwide