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.
Table of Contents
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
Objectives and Key Themes
The primary objective of this report is to conduct a comprehensive marketing analysis of Coca-Cola Life, utilizing the marketing mix framework and relevant marketing theory. The paper investigates the product's market positioning, pricing strategies, and promotional activities, ultimately proposing innovative recommendations to enhance the brand's sustainable marketing practices.
- Analysis of the marketing mix (Product, Price, Promotion)
- Evaluation of the product life cycle and brand strategy
- Assessment of competitive pricing and price elasticity
- Investigation into integrated marketing communications
- Strategic recommendations for environmental sustainability
Excerpt from the Book
3.1 Three Layers of Coca-Cola Life
The three layers, which identify the consumers’ needs and wants of a product, are the core product, actual product and augmented product (Solomon et al. 2014).
Core Product: A refreshing soft drink with a unique taste and 35% less sugar and kilojoules in comparison with the traditional coke, sweetened with stevia as a natural source.
Actual Product: High standards, Branding, Brown liquid, Aluminium can, plastic bottle or glass bottle (refer to the ad), Green label, Various package sizes and formats (refer Table 1), Nutritional information, Use-bye date, High quality, small leaf logo.
Augmented Product: Help line, Complaint phone service, Contact details.
Summary of Chapters
1 Introduction: This chapter outlines the authorization, purpose, and scope of the report, while establishing limitations regarding marketing theory application.
2 Background: This section provides an overview of the Coca-Cola Company and details the product features, internal/external environment, and target market demographics.
3 Product: This chapter categorizes Coca-Cola Life within the marketing mix, analyzing its product layers, classification, lifecycle stage, and branding strategy.
4 Price: This section examines the pricing strategies for Coca-Cola Life, including competitor analysis, pricing objectives, and the role of price elasticity.
5 Promotion: This chapter explores the integrated marketing communication methods and advertising strategies utilized to build consumer relationships.
6 Conclusion: This summary synthesizes the marketing mix findings and reiterates the value of applying sustainability-focused recommendations.
7 Innovative Recommendations: This final chapter suggests strategic improvements regarding organic ingredient usage and the implementation of a more sustainable recycling system.
Keywords
Coca-Cola Life, Marketing Mix, Product Life Cycle, Branding, Pricing Strategy, Price Elasticity, Integrated Marketing Communication, Sustainability, Stevia, Consumer Behavior, Market Share, Environmental Impact, Competitive Analysis, Beverage Industry, Promotion.
Frequently Asked Questions
What is the fundamental purpose of this report?
The report aims to provide a detailed marketing analysis of Coca-Cola Life by applying marketing mix theories to evaluate how the company manages the product, its pricing, and its promotional activities.
What are the central thematic areas covered in this study?
The study focuses on the four pillars of the marketing mix, with specific emphasis on product development, competitive pricing, brand identity, and the effectiveness of promotional campaigns.
What is the primary research question?
The research seeks to evaluate the effectiveness of the marketing strategy for Coca-Cola Life and identify how the company can improve its market position through innovative and sustainable practices.
Which scientific methods were applied in this paper?
The paper utilizes secondary research methodologies, drawing data from academic literature, industry reports, and company-provided information to perform an internal and external market analysis.
What core topics are addressed in the main body?
The main body systematically breaks down the company background, product classifications, the competitive landscape regarding pricing, and the diverse communication channels used in their promotion mix.
Which keywords best characterize this work?
The work is best defined by terms such as Marketing Mix, Brand Strategy, Sustainability, Price Elasticity, and Integrated Marketing Communication.
How does Coca-Cola Life currently position itself in terms of branding?
The brand utilizes a "one-brand" strategy, associating Coca-Cola Life with the established equity of the master brand while using green color coding to communicate health and naturalness.
What specific sustainability improvements does the author suggest?
The author recommends transitioning to purely organic ingredients to eliminate controversial components and shifting focus toward reusable packaging systems to enhance the brand's environmental profile.
- Arbeit zitieren
- Anonym (Autor:in), 2015, The marketing mix of “Coca-Cola Life”, München, GRIN Verlag, https://www.grin.com/document/321421
