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The Marketing Mix: Promotion - Essay Example

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The purpose of this paper is to provide a critical analysis of the introduction of the marketing strategy as employed by Coca-Cola for the launch of Coca-Cola Blak in the U.S. Market. The format that this paper will utilize is to first identify a little information about the…
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The Marketing Mix: Promotion
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The Marketing Mix: Promotion

Download file to see previous pages... It has been described as a mid calorie drink (Meaning fewer calories than traditional Coke but more than diet Coke) and was arguably positioned to appeal to adults and reaches out to new audiences and addresses new beverage occasions (Packaging Digest, 2006).
The question of what marketing strategy was employed by Coca-Cola is difficult to pinpoint insofar as the launch of the product was staggered between the United States, Canada and continental Europe. In this regard one could postulate that there are some common threads between these different marketing strategies however some differences can be recognized.
In regards to the four P’s it is the case that the price affixed to Coke-Blak was significantly more than traditional coke insofar as according to Hunter (2006) in the United States a pack of four eight ounce bottles are sold in four packs at a cost of $7.99 however upon examining a typical grocery store one recognizes that Kroger in Ohio sells a twelve pack of most Coca-Cola Varieties at $3.49 for a twelve pack of twelve ounce cans. In this respect the pricing strategy may seem confusing to customers who typically view the Coca-Cola as an inexpensive sweet beverage, and not a luxury beverage which commands a more luxury price.
In regards to the product it was indicated by Hutson (2006) that most food panel tasters found the product displeasing and in the end “Displeasing.” Overall it is the case that upon tasting the beverage a great deal of people seemed confused and this in the end may have stirred a negative response from first time buyers. Building on this point it was the case that CNN’s Anderson Cooper tasted the beverage on ‘Live with Regis and Kelly’ and publicly spit the beverage out in August of 2006. This indefinable flavor probably hurt the prospects of the product in the end.
In regards to the placement of the product, it was the case that the launch was staggered, and ultimately the product was discontinued in the United ...Download file to see next pagesRead More
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