This report examines the marketing of "Coca-Cola Life" which is distributed by the Coca-Cola Company. The research draws attention to the company’s background and evaluates the background of Coca-Cola Life. Further, it follows an analysis of the product in relation to the marketing mix theory and concepts. Thereby the focus is on the product, price and promotion. Finally, two innovative recommendations will be given, relating to the improvement of the sustainable aspects of Coca-Cola Life’s marketing.
In conducting this report only secondary research methodologies were used implementing resources such as using books and websites. In relation to the product life cycle it is evident that Coca-Cola Life is currently in the growth stage as it continues to increase sales. It is obvious that the product is within the category of non-durable goods. The ‘core’ product is a refreshing soft drink with a unique taste and 35% less sugar and kilojoules, sweetened with stevia as a natural source.
The ‘actual’ product is a glass bottle with a brown liquid inside and a green label with a small leaf logo. The ‘augmented’ product is the actual product plus contact details of the company, a help line and a complaint phone service. Usually the price of a 600ml bottle of Coca-Cola Life is around $3.50 which is positioned above the price of the direct competitor Pepsi True. Compared to indirect competitors the price is set in the upper margin. With regard to the promotion of Coca-Cola Life the Coca-Cola Company uses different ways to communicate the product whereby campaigns that wake emotions are currently at a premium.
Evaluation of this product lead to the following recommendations: A weakness was identified in the ingredients. It is recommended that the ingredients should be mostly organic and the sugar should be completely removed in order to satisfy customer needs and wants. Special attention should be paid to the recycling system. It is recommended that the company target itself on reusable packaging instead of one-way drink packaging. Recommendations have been made to suggest that a more sustainable view of Coca-Cola Life and its environment could potentially increase market share and future profits.
Inhaltsverzeichnis (Table of Contents)
- Executive Summary
- 1 Introduction
- 1.1 Authorisation and purpose
- 1.2 Limitations
- 1.3 Scope
- 2 Background
- 2.1 The Organisation
- 2.2 The Product 'Coca-Cola Life'
- 2.3 SWOT Analysis
- 2.4 Main Target Market of Coca-Cola Life
- 3 Product
- 3.1 Three Layers of Coca-Cola Life
- 3.2 Classification of Coca-Cola Life
- 3.3 Stage of the Product Life Cycle for Coca-Cola Life
- 3.4 The Branding of Coca-Cola Life
- 4 Price
- 4.1 The Price of Coca-Cola Life compared to Competitors' Prices
- 4.2 Pricing Objectives
- 4.3 Price Elasticity
- 4.4 Influencing Factors on the Price
- 5 Promotion
- 5.1 Integrated Marketing Communication (IMC)
- 5.2 Advertisement of Coca-Cola Life
- 6 Conclusion
- 7 Innovative Recommendations
- 7.1 Not Only Look Green - Be Green
- 7.2 The Sustainability of the Recycling System
- References
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report aims to provide a marketing analysis of Coca-Cola Life, focusing on the marketing mix (product, price, and promotion). It utilizes secondary research and marketing theories to develop innovative recommendations for improving Coca-Cola Life's marketing strategy. The report is limited in scope to the marketing mix and available data.
- Marketing Mix Analysis of Coca-Cola Life
- Competitive Positioning of Coca-Cola Life
- Sustainable Marketing Strategies
- Product Life Cycle Analysis
- Consumer Behavior and Preferences
Zusammenfassung der Kapitel (Chapter Summaries)
1 Introduction: This introductory chapter establishes the report's authorization, purpose, limitations, and scope. It clarifies that the analysis will focus on the marketing mix elements (product, price, and promotion) of Coca-Cola Life, based on a print advertisement, within a defined timeframe and with acknowledged data limitations. The report's goal is to provide recommendations to enhance Coca-Cola Life's marketing.
2 Background: This chapter provides background information on The Coca-Cola Company (KO), highlighting its history, global presence, and current leadership. It then introduces Coca-Cola Life, detailing its composition (sugar and stevia), availability, and packaging options. A SWOT analysis is presented, outlining KO's internal strengths and weaknesses, as well as external opportunities and threats. Finally, the chapter identifies the main target market for Coca-Cola Life as health-conscious adults seeking a lower-calorie, naturally sweetened alternative.
3 Product: This chapter delves into a three-layered analysis of Coca-Cola Life: the core product (a refreshing soft drink with reduced sugar), the actual product (the physical bottle and its contents), and the augmented product (including company contact details and customer service). It classifies Coca-Cola Life, discusses its position in the product life cycle (growth stage), and examines its branding strategy.
4 Price: This chapter analyzes the pricing strategy for Coca-Cola Life, comparing its price to competitors (Pepsi True, among others). It discusses pricing objectives, price elasticity, and the influencing factors determining the product's cost. The chapter aims to assess the effectiveness of the pricing strategy within its competitive landscape.
5 Promotion: This chapter explores the promotional strategies used for Coca-Cola Life, focusing on integrated marketing communication (IMC). It examines the advertising campaigns and their approach to communicating the product's value proposition to its target audience, likely emphasizing the low-calorie, naturally sweetened aspect.
Schlüsselwörter (Keywords)
Coca-Cola Life, marketing mix, product analysis, pricing strategy, promotional campaigns, sustainable marketing, competitive analysis, SWOT analysis, product life cycle, target market, health-conscious consumers, stevia, reduced sugar, marketing recommendations.
Coca-Cola Life Marketing Analysis Report: Frequently Asked Questions
What is this report about?
This report provides a comprehensive marketing analysis of Coca-Cola Life, focusing on its marketing mix (product, price, and promotion). It uses secondary research and marketing theories to offer innovative recommendations for improving Coca-Cola Life's marketing strategy.
What topics are covered in the report?
The report covers a range of topics, including an executive summary, a detailed background on Coca-Cola Life and its parent company, a product analysis encompassing its various layers and lifecycle stage, a price analysis comparing it to competitors and exploring pricing objectives, a promotion analysis focusing on integrated marketing communications, a conclusion summarizing the findings, and innovative recommendations for enhancing the product's marketing.
What is the main objective of this report?
The primary objective is to analyze Coca-Cola Life's marketing mix and provide actionable recommendations for enhancing its marketing strategy. The analysis aims to improve the product's market position and overall effectiveness.
What methodology was used in this report?
The report primarily relies on secondary research and established marketing theories. It analyzes existing data and marketing principles to draw conclusions and make recommendations.
What are the key themes explored in this report?
Key themes include the marketing mix analysis of Coca-Cola Life, its competitive positioning, sustainable marketing strategies, product life cycle analysis, and an understanding of consumer behavior and preferences.
What are the limitations of this report?
The report is limited in scope to the available data and focuses primarily on the marketing mix elements (product, price, and promotion). The analysis is based on secondary research and may not encompass all possible aspects of Coca-Cola Life's marketing landscape.
What kind of recommendations are provided?
The report offers innovative recommendations aimed at improving Coca-Cola Life's marketing strategy. These recommendations are grounded in the analysis of the marketing mix and focus on enhancing the product's appeal and market presence. Specific examples include suggestions for improved sustainability practices and a more impactful green image.
Which competitive products are mentioned?
The report mentions Pepsi True as a competitive product when discussing the pricing strategy of Coca-Cola Life.
What is the target market for Coca-Cola Life?
The main target market identified for Coca-Cola Life is health-conscious adults seeking a lower-calorie, naturally sweetened alternative to traditional soft drinks.
What is the structure of the report?
The report is structured logically, beginning with an introduction that sets the context and scope, followed by background information, a detailed analysis of the marketing mix (product, price, and promotion), a conclusion, and finally, innovative recommendations. Each section thoroughly examines specific elements, providing in-depth analysis and supporting data.
- Quote paper
- Anonym (Author), 2015, The marketing mix of “Coca-Cola Life”, Munich, GRIN Verlag, https://www.grin.com/document/321421
