Coca-Cola has the widest portfolio of products in the beverage industry with over 3300
products. The wide range of products was designed to suit the needs of every market it
operates in. The beverages are divided into energy drinks, water, diet category, fruit drinks,
100 percent fruit juices, coffee and tea (Coca Cola, 2015). Coca-Cola products can be found
in more than 200 countries with each country having a customized products offer that cover
their individual needs.
Place:
Coca-Cola is a household brand in almost all homes in the 200 countries where it operates.
Coca cola’s distribution system is in line with the FMCG distribution patterns, and this
Commented [T1]:
An appropriate brand has been selected from the
Interbrand Top 100 brands. Make sure that this must not be
the same brand as you chose in Assignment 01. (Individual
Presentation)
Introduction
You have provided a brief introduction section under this
section. You could also provide definitions of
standardisation and adaptation strategies in the
introduction section. In order to further improve on the
section, you could also provide a brief description on the
chosen company.
Commented [T2]:
Part 01 – Identifying the standardization and/or adaptation
of the marketing mix.
You have provided a brief outline with regards to addressing
the first section. However, make sure that you separately
identify the elements of the marketing mix (Product, Price,
Promotion and Place) and in each section discuss
standardisation and adaptation in relation to the chosen
brand. You are also required to provide international
examples from the chosen brand in order to prove the
points made in the discussion.
Make sure that you highlight in each element of the
marketing mix whether Coca Cola follows standardisation/
adaptation strategy.
Finally, it is required that you provide a 2-3 paragraph
conclusion that discusses whether the candidate considers
the strategy chosen by the brand is appropriate.
The discussion should be in candidate’s point of view and
should be supported through proper justifications.
International examples from the chosen brand should be
given to prove the points made in the discussion.
system has been used by coca cola to erode middle and small level players in the beverage
market. The products can be found in almost any outlet, and this brings a significant
convenience.
Prices:
The pricing strategy of Coca-Cola has always been value-oriented. The fact that Coke
products are offered at affordable low prices means that people from across the world can
afford it. The company’s pricing strategy is based on the pricing of its competitors such as
Pepsi. Due to the company’s wide product range, the pricing strategies are normally done
based on the geographic segment and the market.
Promotion
Coca-Cola has adopted a wide range of promotional and advertising strategies so that it can
increase the demand for its products (Mok, Dai, and Yeung, 2002). The company basically
targets value based advertising and relates its products with lifestyle and behaviours.
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