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Marketing mix of Coca-cola in the United Kingdom and the United States - Essay Example

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This paper presents brief company overview and history of Coca-Cola as a multinational corporation that recently celebrated 125 years in business. From its humble beginnings, the company is now one of the most recognised brands worldwide…
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Marketing mix of Coca-cola in the United Kingdom and the United States
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Download file to see previous pages The Coca-Cola brand name was developed because of the ascetic value of the two Cs and the thought that this would make the company name stand out. In 1887 the extract and syrup for Coca-Cola was copyrighted. At this point, Asa Chandler became involved in the company, and attained personal control of both the formula and patents. He finally purchases the company in 1892 and continues to advertise the product and grow the company. In 1899, Chandler contracts a Chattanooga company to bottle Coca-Cola, a distribution technique that the company continues today. By 1913, the company was spending more than $1 million annually in advertising, had began expansion into Asia and was distributed through upwards of 415,000 retailers. In 1916, the contour bottle was developed, a distinctive advertising tool that was used to ensure recognisability of Coca-Cola. A substantial change came about for the Coca-Cola Company in 1919 when it was purchased by a group of investors, head of which was Earnest Woodruff. Throughout the following decades, the company continued to develop, including the use of movie stars in advertising for the product, overseas bottling and the presence of Coca-Cola in South Africa, Australia and Austria. As the company continues to develop, additional beverages are added, and the distribution of the products expands throughout the world . Coca-Cola is now the most recognizable brand of soft drink worldwide, and may be the most recognizable brand of any industry. Currently, Coca-Cola products are present in more than 200 countries and it is estimated that 1.7 billion servings of products are consumed each day. Worldwide, the company employs 139,600 staff members . The company is the largest beverage company...
This essay will examine the marketing mix employed by Coca-Cola in two countries, the United States, where the brand was first developed and the United Kingdom. This consists of four key components, known as the 4Ps: product, price, promotion and placement. Coca-Cola has become a household name worldwide since its humble beginnings 125 years ago. Much of this growth comes from Coca-Colas innovative marketing methods and the way that the company quickly responds to changes in demand and public opinion. This can be seen in the use of Santa Claus as an icon to increase winter sales and the recent marketing work to associate Coca-Cola with happiness. Coca-Cola has a large product line, which differs depending on the country. The USA and UK are different markets with different market environments, although they do have many similarities. For the most part, Coca-Cola has continued with its global strategy of using a general advertising approach, rather than one that is specific to country. The main differences in marketing mix between the UK and the USA is the focus that the UK has on the environment and the need for additional information on packaging for the UK market that is not required in the US market. This trend may continue within the UK, creating significant differentiation between the two markets but currently Coca-Cola effectively in both countries uses most of the same marketing mix. ...Download file to see next pagesRead More
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