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Marketing Mix: Coca Cola

Any business must consider the marketing mix. This is a combination of factors that helps a business sell its product. There are a total of seven parts to the marketing mix: Price, Promotion, Place, Product, People, Physical Environment and Process. The ones in bold are the four main ones and the ones often referred to as the ‘4 Ps’. Throughout this essay, I will be using my reference to ‘Coca Cola’.

The Coca-Cola Company is the world's largest beverage company, largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world and is one of the largest corporations in the world. The company is best known for its flagship product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over 200 countries or territories and serves 1.6 billion servings each day. The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company is headquartered in Atlanta, Georgia. Its current chairman and CEO is Muhtar Kent.

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Its motto is 'To benefit and refresh everyone who is touched by our business.'

The Coca Cola brands include

Barq's

Coca-Cola

Coke Zero

Dasani water

Diet Coke

Glacéau

Fanta

Fresca

Full Throttle

Fuze

Hi-C

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Mello Yello

Minute Maid

Monster Energy distributed by Coca-Cola, made by Hansen Natural

Odwalla

Powerade

Pibb

Relentless

Sprite

Tab

Thums Up

Urge…...

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