The nature of demand can determine the success of products in a particular market. Demand is highly reliant on the purchasing behavior of customers, and it is significant for any organization to assess the demand of customers in order to make appropriate production and marketing decisions…
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The objective of the paper is to analyze the derived demand aspects of Coca Cola along with the segmentation and marketing channel used by the company. Several aspects such as competitors’ products, substitute products, raw materials and demographic factors among others can help to analyze the derived demand for Coca Cola’s products in market. Coca Cola, as a reputed band with operations all over the world, uses different channels in order to market its products. Coca Cola mainly segments its market on the basis of geographic and demographic factors. The report describes numerous business segmentation prospects for Coca Cola in the global market. With its effective marketing and segmentation strategies, Coca Cola can strengthen its brand image in order to fortify the product demand.
Brief Overview To The Company
In the year 1886, John Pemberton a pharmacist in Atlanta created history by forming a soft drink which was named Coca-Cola by his bookkeeper Frank Robinson. Later, in the year 1888, after the death of John Pemberton, an Atlanta businessman Asa Griggs Candler bought the rights of the company for a total of USD 2,300. He became the company’s primary President who brought the real vision to the business and the brand. Thus, Candler’s mission to create the invention of the soft drink into the largest beverage company in the world was being fulfilled, after a century when the company produced in excess of 10 billion gallons of soft drink (The Coca-Cola Company, 2011). Headquartered in Atlanta, Georgia, the Coca Cola Company is the world’s biggest beverage company. It employs approximately 146,200 staffs across six operating groups. The product portfolio consists of above 3,000 beverages which are available in excess of 200 countries worldwide (The Coca-Cola Company, 2011). The main mission of the company and its leaders are to refresh the world. The company through its products wants to bring happiness and encourage moments of cheerfulness among the people of the world. In its large variety of product portfolio, Coca Cola focuses on to make sparkling beverages that will enable the consumers to douse their thirst. Apart from these, the company is also spreading its businesses by developing other products, such as, energy drinks, mineral water and an African juice drink among others. The company’s focus on the soft drink category is evitable as it is selling over 1.7 billion servings of beverage every day all over the world (The Coca-Cola Company, 2011). Soft drinks are non alcoholic beverage that is consumed by larger portion of the age groups, from teens to elders. It is a drink that helps refreshing consumers and brings happiness and optimism in their minds. Thus, the different flavors consisted in the soft drink categories are generally not targeted towards a particular age group or gender, but almost all the population. Statistics reveal that in the year 2011, 92 servings of beverage products were consumed per person worldwide (The Coca-Cola Company, 2011). Drivers of Derived Demand Derived demand is a perception where demand of a specific product comes from or relies on
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With regard to the present technological advancements, the organizations are highly involving themselves in making proper utilization of technology in terms of increasing the productivity along with developing the distribution channels at a more cost effective and time consuming mode.
According to the research findings Coca Cola Enterprises Limited is the world’s largest bottler and distributor of soft drinks. The company can achieve success by launching Lucozade brand in Chile and emphasizing on marketing strategies which aim at enhancing the customer experience. The promotional efforts should address the health benefits of drinking Lucozade.
Solid Works it positioned in the middle of value addition chain that aims at satisfying clients. The company has segmented the market on basis of demographic in, which the company has considered engineering firms it needs to serve under the construction industry.
The author gives recommendations which can improve the existing customer relationship management system of Coca Cola. The marketing concepts will help an organization to identify the local competitors and manage their marketing campaigns effectively. The goals would be achieved through the identification of various resources.
The company intends to be a great place to work for its employees and at the same time be a highly effective, lean and fast-moving organization. Coca-Cola strives to maintain lasting relationships with its suppliers and customers. As a responsible citizen of the society, the company works for the betterment of the communities that it operates in.
About 30 years ago, the company was the sole maker of soft drinks worldwide although some small companies existed. However, the company’s competitive advantage has been greatly diminished with the advent of the Cola Wars in which Pepsi-Cola was involved.
Coke has been easily termed as junk food that contains empty calories which contribute towards the number of obese in the world. With the consumer concern growing, governments may be forced to take action against Coke and other junk foods.
tion Strategy 16 Targeting Strategy 16 Positioning Strategy 17 Implementation and Controlling of the marketing plan 17 Marketing Budget 17 Action plan 18 Implementation and Control 19 Conclusion 20 References 21 Executive Summary Building customer relationship based on customer value and satisfaction is at the very heart of modern marketing, because marketing, more than any other business function, deals with customers (Armstrong & Kotler, 2005, p.
The author states that in most countries, famous celebrities including film stars have been used as brand ambassadors for Coke. These endorsements have created a strong bondage between the product and its users. In most of its ads, Coke has made effective use of music and catchy jingles to promote the product to its target market.
B2B Marketing - Derived Demand
This report has been prepared to specifically meet three aims. The primary aim is to analyse how Dell estimates its derived demand and how this demand impacts the company’s production. The second purpose is to evaluate the company’s current market segmentation strategies and identify further business segmentation opportunities.
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