Marketing Management Assignment Example | Topics and Well Written Essays - 1500 words - 1

Marketing Management - Assignment Example Coca-Cola offers more than 500 brands in 200 countries serving 1.7 billion each day. The target market of Coca-Cola is not restricted to any area, gender or age. In fact, it is globally present and serves homes, offices, bars and restaurants; it identifies with youngsters, while is also targets the older age groups. The selling concept was exemplified in the thinking of Coca-Cola former vice president Sergio Zyman who said â€Å"the main objective of marketing was to sell more stuff to more people more often for more money to gain more profits.† (Yoffie and Wang, 2002) Coca Cola uses two varieties - one with sugar and another for all users. The product packaging incorporates the contour bottle design and the dynamic ribbon, shape and form. The bottle sometimes includes the native language of the region and it is designed in the same size as the beverage bottles or cans. Pepsi is the main rival of Coca Cola and many local brands compete with Coke in various regions as well. Coca-Cola produces more than 35,000 beverages. The company uses multi-brand marketing strategy, offering a wide range of beverage products to ensure customers a wide choice. The major brands launched are Coca-Cola, Fanta, Sprite and Diet Coke. Diet beverage was launched in 2001. Moreover, fruit drinks, coffees, teas and other forms of drinks were also introduced. Mineral water Kinley was launched soon afterwards (Dawar and Dai, 2003). Additionally, syrups and concentrates are also part of the product line up. For health conscious customers, energy drinks such as Powerade have been launched too. Coca Cola are packaged into 2 litres, 1.25 litres, 600 ml and 300 ml packages and these are also available in 375 ml aluminium cans. Coca-Cola favoured differentiated pricing model. Meet-the-competition pricing and psychological pricing models are used, which is suitable for varying customer segments and there are many products in a