Coca Cola’s Marketing Essays

Coca Cola’s Marketing Essays Coca Cola’s Marketing Essay Coca Cola’s Marketing Essay Coca Cola’s Marketing Name: Institution: Coca Cola’s Marketing Executive Summary Because of the competitive nature of the current business world, marketing is an essential function in all corporations. Marketing determines the success of a company within the market since it is the only way of communicating to the consumers. It enables companies to safeguard their market share as well as expand it. Coca Cola is considered among the top entities globally and sells in almost all countries. To maintain its current market share as well as expand it, Coca Cola has to engage in constant marketing. Coca Cola wishes to expand its market while maintaining quality in its products. This requires the company to engage in portfolio expansion to capture increased markets. Some of the key areas Coca Cola is entering are hot beverage market for cold seasons when chilled drinks are not ideal. This ensures its earnings are constant, if not higher, throughout the year. Coca Cola uses its brand name that means ‘delicious happiness’, and quality products to maintain its position as the leading beverage and soft drink producer. It is recognized by its distinctive red color. Marketing seeks to leave a lasting image or impression. Although it faces many competitors, its main competitor is Pepsi. Coca Cola undertakes massive promotion through different channels that include television, internet, billboards, radio, road shows, sponsoring sports events and re-branding. Among these, television takes up the biggest cost. Throughout the year, it engages in different kinds of promotions depending on the season. During winter, it promotes beverages while it promotes soft drinks more during the summer. Expansion to Myanmar would be ideal considering American countries have not been in this market (Rosenberg, 2012). The rationale for expanding to Myanmar market is to remain as the leading and most recognized brand worldwide. Coca Cola is known in almost all countries except where there are sanctions. In Myanmar, such a sanction existed until recently when the country became politically stable. Therefore, expanding to Myanmar would enhance Coca Cola as the leading brand. Venturing into this market would give the company an early lead to other foreign competitors. Myanmar is mostly hot and wet just like most of the Asian countries. This makes it ideal for soft drinks. However, this will require proper planning. One key difference in the customer profile of Myanmar is that customers are supply driven, meaning they are ready to buy new goods that were not available when it had been closed. On the other hand, its key similarity to other markets is that customers are interested in innovations more than they are interested in price. One media platform that I would recommend for this market is newspaper advertisements since there are three government papers supplied free. To start production in Myanmar, Coca Cola will have to put up a bottling plant since there are extremely few companies that can offer bottling services in this country. Moving Coca Cola to Myanmar Moving Coca Cola to Myanmar requires proper planning and the right strategy depending on the market (Rosenberg, 2012). The first step requires identifying the channel of distribution and production or bottling. In most of the countries, Coca Cola uses local production in order to minimize the cost of exporting (coca-colafemsa.com, 2013). Coca Cola can put up its own bottling plant in Myanmar in order to start production. This will ensure supply of the product within the country all the time. Additionally, the entity has to identify the best product for the country. This will depend on the weather. Considering that Myanmar is mostly warm and sometimes extremely hot, especially between March and May when temperatures reach 400C, soft drinks are ideal (lonelyplanet.com, 2013). This should be followed by defining the best channel of promotion and advertising. Considering that competitors exist, it would be wise to use a mix of promotion. This can include road shows, television advertisements, internet, newspapers and billboards. However, considering a majority of people cannot access internet; it would not be a useful tool of marketing. On the other hand, three newspapers in the country are supplied free. Therefore, this presents the most favorable promotion media in Myanmar. Additionally, road shows would be extremely helpful in creating more awareness within the remote areas, as well as television and radio advertisements (Thu 2012). Promotion should be followed by a strategy for distribution to the end consumers. The best way to distribute the product would be through road, which can reach the most remote areas (lonelyplanet.com, 2013). This would also be fast than some of the other means used in the country such as train and ferries. Coca Cola should pl ace its products in retail shops and open several depots in different areas where retailers can have easy access. References Coca-colafemsa.com. (2013). Company  » Strategy and Competitive Advantages. Retrieved from coca-colafemsa.com/femsa/web/conteudo_en.asp?idioma=1conta=44tipo=27617 Lonelyplanet.com. Getting around. Retrieved from lonelyplanet.com/myanmar-burma/transport/getting-around Rosenberg, M. (2012). Coca-Cola in Every Country but Three? No! Retrieve from http://geography.about.com/b/2012/06/15/coca-cola-in-every-country-but-three-no.htm Thu, K. (20120. Myanmar. Retrieved from https://reutersinstitute.politics.ox.ac.uk/fileadmin/documents/Media_Landscapes/Myanmar.pdf