¶ … products that you have selected, the category in which they fall and the primary target market for each of the products.
Coca-Cola
The Coca-Cola beverage, produced by the Coca-Cola company of Atlanta, Georgia is sold in more than 200 countries. The Company produces the coca-cola (otherwise called Coke) beverage which is then distributed to licensed international Coca-Cola bottlers. It is perhaps one of the most well-known beverages in the world and is synonymous to the American name. Its category is a carbonated soft drink drunk for pleasure. Its target age group is 18-25 that covers around 40% of its total age segments (Zimbio.)
Sweetened condensed milk
Condensed milk is cow's milk from which water has been removed. It is most often sold as sweetened condensed milk where sugar is added. Its category is a condensed beverage that is used for inclusion in baking, or can be added to coffee or tea or to desserts. It is, therefore, no a 'fun' beverage but consists more as a supplementary item used for sweetening or for adding an additional taste. Its target market may be middle to upper class middle aged females who enjoy baking.
Eagle Brand ® Sweetened Condensed Milk is one of the most famous brands (http://www.eaglebrand.com/).
Section II-Thinking about what you have learned in the class, briefly describe elements of the finished product (the offering to the consumer) and make an assessment (interpret and evaluate) of the marketing research activities that took place (or should have taken place) that resulted in each of the marketing mix elements that are represented in the items that you have selected. Focus on the marketing mix elements that are most relevant to your items.
Coca-cola marketing
Market positioning: Other drinks produced under the Coke name include Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special versions with lemon, lime or coffee, as well as the famous Diet Coke.
The company also offers different bottle sizes
The coca-cola products are also available in different packaging....
These include:
24 regular bottle shell
• 6 bottle pack for 1.5 litres
• 12 bottles in a pack for disposable bottle
• 24 cans in one pack
Coca-cola offers their middle men or retailers incentives such as free bottles so this causes these middle men to push their product more. Being more visible, they are therefore sold more often.
They also have a standing negotiation with certain stores and cafes and so forth that their drink be exclusively sold on the premises
Occasionally too, Coca-cola varies its prices and qualities according to the season with special season reducing their price and/or offering larger quantities.
As per promotion strategies:
Coca-cola sometimes purchases prominent positioning in large department stores where they attractively place their products. They also place their products in freezers which are strategically placed near the entrance of the store.
Coca-Cola also makes itself attractive buy joining sponsoring events and conservation or other socially-aware activities. Sometimes they engage in projects, competitions, and incentives in order to publicize their product.
Coca-cola distributes its product via direct and indirect marketing (I..e via its own efforts and through middlemen).
It uses different media to publicize itself and these include social media; TV; newspapers etc.; billboard and holdings; general print media;a nd point of sale material that includes posters and stickers in various stores.
It also conducts innovative events such as sports functions, concerts; projects to help countries in need; festivals; and events in conjunction with another major company in order to promote their products.
Its main marketing strategy is availability, affordability, and acceptability of the brand. It hosts a wide range of products that include energy drinks.
The price too is suitable for each of its customers.
Condensed milk: marketing of Eagle Brand ® Sweetened Condensed Milk markets towards the lower-middle class lady by promoting recipes for…
