Marketing mix coca cola plan,marketing analytics software market size 2014,marketing paper help - Downloads 2016

28.05.2015
Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Here are various examples of products that have failed outright or haven’t met corporate expectations. Clipping is a handy way to collect and organize the most important slides from a presentation. POLITICA DE PRODUCTO La empresa Coca-Cola, S.A es una multinacional cuya marca registrada goza de reconocido prestigio. POLITICA DE PRODUCTO Existe una amplia gama de productos, diferentes tamanos, envases y disenos. POLITICA DE PRODUCTO La Coca-Cola es un producto facilmente identificable, con un logotipo claro, una marca de calidad y lider en su sector. POLITICA DE PRODUCTO Coca-Cola se diferencia de su competencia por su continua innovacion de productos, como por ejemplo optando por el packaging de aluminio (con este envase de diseno se mantiene la bebida mas fria) o creando envases mas pequenos para no perjudicar al medio ambiente: Menos es mas, bebida de Coca-Cola hecha con menos envase, ahorra espacio y contamina menos.
POLITICA DE PRODUCTO Coca-Cola se adapta continuamente a los cambios de su sector, modificando y eliminando productos segun lo requiera el mercado: - En los restaurantes, Coca-Cola ofrece la lata alargada en lugar de la de 33 mililitros.
POLITICA DE PRECIOS El precio de los productos de Coca-Cola ha de contribuir a conseguir los objetivos de la empresa: mantenerse en el mercado, dar imagen de calidad etc.
POLITICA DE PRECIOS Como se trata de productos de gran consumo, los precios no suelen ser muy altos, destaca asi la estrategia de los precios de costumbre. POLITICA DE PROMOCION Se trata de dar a conocer el producto y transmitir un mensaje claro de sus ventajas para diferenciarlo de la competencia.
POLITICA DE DISTRIBUCION Coca-Cola produce en sus fabricas embotelladoras y hace llegar su producto al consumidor final mediante intermediarios o distribuidores.
POLITICA DE DISTRIBUCION Tener distribuidores incrementa el precio del bien final pero su funcion es muy importante para que el producto llegue en prefectas condiciones al consumidor final: Almacenamiento, conservacion, control de existencias, transporte y logistica. POLITICA DE DISTRIBUCION Coca-Cola tambien se vende de manera directa mediante maquinas expendedoras. EL SUBSISTEMA COMERCIAL Orientacion de la empresa hacia el mercado Marketing: filosofia y actividad El sistema de Informacion comercial y la investigacion. Funcion marketing (mercado) Su fin es unir los factores y hechos que influyen en el mercado para crear lo que el consumidor quiere, desea y necesita distribuyendolo. PRODUCTO Calidad: La calidad y seguridad alimentaria de esta bebidas es una de las prioridades fundamentales de la Compania.
Copyright de Juan Collia Salvador 1 DEFINICION Canal de Distribucion Un canal de distribucion para un producto o servicio Es el conjunto de actividades. The Four Ps - Questions to ask Element of Marketing Mix Questions that are asked Product (or service) ? Is the product or service something customers will want to buy?
El precio aplicado al producto en sus diferentes gamas se fijara teniendo en cuenta: A) El coste de realizar el producto. Existe una segmentacion de precios segun la tipologia de cliente, que en el fondo responde a los cambios que ha sufrido la sociedad espanola y su economia en los ultimos anos: –En Espana cada vez mas hogares tienen solo uno o dos componentes, por lo tanto dejan de ser un publico objetivo de botellas de dos litros o packs de 24 latas. Para comunicarse con sus consumidores Coca-Cola utiliza: –La publicidad (tv, radio, revistas…). Los anuncios en radio ofrecian el sonido de una lata de Coca-Cola abriendose y las burbujas subiendo en el vaso…… Esto despierta la sed en cualquiera… La propia leyenda del secreto de la receta de Coca-Cola es una perfecta politica de promocion de la misma. A veces en funcion del contrato realizan labores de asesoramiento, instalacion, garantia, devoluciones, retirada de productos defectuosos etc.
El plan de marketing Marketing estrategico Analiza el entorno, el mercado y la empresa para detectar: -Amenazas y oportunidades -Debilidades. La funcion comercial de una empresa se encargara de detectar las necesidades de los consumidores y satisfacerlas. INTRODUCCION AL AREA COMERCIAL ? El area comercial de la empresa es la responsable de conocer las necesidades.
El objetivo basico de la comunicacion publicitaria consiste en crear una actitud favorable respecto al producto y. None of the organizations wants to take the risk of being present in the market with a single product.
La empresa posee una gran cartera de productos, desde agua, zumos, bebidas energeticas, isotonicas, a sus conocidos refrescos, siendo el mas consumido de ellos por todo el mundo la Coca-Cola. Cada dia se consumen 1,3 billones de productos de la marca y en Espana su facturacion es de 3.000 millones de euros al ano. LA INVESTIGACION DE MERCADOS La investigacion comercial o de mercados es la funcion de consecucion y analisis de la. Marketing Industrial Se caracteriza por el tipo de mercados y productos donde se aplican los principios. If the company has only a single product, than the demand of the product will be too great or the company does not have the resources to expand the number of products it has.However, if the business market is any example, than all the top companies have multiple products.
Las politicas comerciales que la multinacional lleva cabo, fundamentalmente en lo relativo a la promocion de ventas (publicidad), hacen que el producto se mantenga lider en el mercado. EL MARKETING MIX Cuando la empresa ya ha elegido el mercado o segmento al que se dirige, tiene que concretar. Coca cola, Apple, Microsoft, Nestle, Hindustan unilever, Pharmaceutical companies, so on and so forth. Suppose the company wants to launch low- priced product, the promotion has to follow suit and the same channels where premium products are sold cannot be used to provide access to this segment of customers.
These companies need to have a wide product portfolio to be present in the market and to have a sustainable business model.
Second, each element of marketing mix contains countless variables.Third, the 4Ps of marketing have been the key areas where marketing managers allocate scarce corporate resources to achieve the business objectives. Fourth, to show the differences between services and physical products, Booms and Bitner suggested the extension of the 4Ps framework to include three additional factors: People, Physical evidence and Process. Finally, the marketing mix will vary from industry to industry and organisation to organisation because of different offerings. As the organization can have a number of different types of products, it will have similar number of product lines.
A missed ingredient here or there might lead to a final dish that still tastes good, butcould have tasted better.


Thus, in Nestle, there are milk based products like milkmaid, Food products like Maggi, chocolate products like Kitkat and other such product lines. Thus, not only a fridge, but fixed deposit facilities provided by a bank, lunch at a restaurant, polio vaccination campaign of UP Government, and promoting Jaisalmer during winters are all products.It means every good (Sony TV), service (domestic maid), idea (eradication of TB), event (Wimbledon), etc. Thus, the total number of products against the total number of product lines forms the length of the product mix. Width of the product mix – Where product line length refers to the total number of product lines and the products within the product lines, the width of the product mix is equal to the number of product lines within a company. The second level comprises of supplemental features (Kotler calls them as expected and augmented product levels).For a midway restaurant between Delhi and Jaipur, one expects clean wash rooms.
Complete a marketing mix for both the Apple iPhone and the Blackberry (use the most recently released versions). Thus, taking the above example, if there are 4 product lines within the company, and 10 products within each product line, than the product line width is 4 only. Supplemental features add value to the core benefit in the form of TV, different kind of foods, free drinking water, bar, shopping arcade, lawns, fountains, etc.For a tyre, supplemental products mean installation, delivery, training, financing, replacement, etc. Where length and width were a function of the number of product lines, the depth of the product mix is the total number of products within a product line.
Thus if a company has 4 product lines and 10 products in each product line, than the product mix depth is 10.
Cinthol soap is a product item of the Soaps product line of Godrej Consumer Products Limited, as the product line (Group of closely related products) includes Godrej No. But Samsung as a company has many product lines which are completely independent of each other. As stated earlier, the successful marketing of a product relieson “the right combination of marketing elements”.
For example, Michelle has a revolutionary product butnot enough money for proper promotion. These names may be associated with founders (Tata Salt), Sports (Polo shirts), animals (Crocodile tee shirts), invented names (Dalda ground nut oil), abbreviated names (ICICI Bank, 3M, HDFC Bank), Gods (Natraj pencils, Shri Krishna Dhoop and Agarbatti), Forts and Palaces (Lai Quila Rice, Lai Mahal Rice), numbers (555 soap), number and words (7UP), geography (Woodland shoes, Fuji Camera), objective (Boost nutritional food drink granules) and fruits (Fruit of The Loom inner wear and casual wear). This will be not be a precise example and all products of P&G might not be taken into consideration.
When a brand is registered with trademark authority, the owner gets exclusive authority to use.Trade names refer to company names instead of product names. Some brand names have become so popular that they have become generic names, like Dalda (HLL), Nylon (Dupont), Vim (HUL), etc. Packaging protects and maintains the functional form of the product, provides convenience to consumers, and promotes the image of the company and the product. In order to post comments, please make sure JavaScript and Cookies are enabled, and reload the page.
Labels are used for identification, legal, informational and promotional purposes.Product decision of marketing mix is concerned with both the existing products and the new products. Price is the one, which creates sales revenue – all other parts of marketing mix are costs. Captive product pricing (Products that complement others, like cheaper tooth paste and costly tooth brush, cheaper printer costly cartridge)3. Bait Pricing (Low price of one item to attract customers to store for selling a higher priced item in the line, like Reality developers)4. Price Lining (Different prices for different combinations – Tata Sky gives different channels packages at different prices)5. Penetration pricing (Low price to gain market share and then increase price, like Tata Telecom)2. Price skimming (High initial price, in future price will come down to parity, like films on release)C.
Reference Pricing (Pricing at moderate level a product kept next to a more expensive product, so that customer can differentiate between moderate and better products)2. Group or Bundle Pricing (Package to contain two or more products and the package is priced, like tour to Europe Price includes air fare, transfers, sight-seeing, hotel, and food)3.
Multiple – Unit Pricing (in Big Bazaar socks with three pairs are per unit cheaper than buying one pair)4. Everyday Low Prices (Instead of declaring frequent short-term price reductions, marketers keep the prices otherwise low, like Wal-Mart-“Always Low Prices. Prestige Pricing (Keeping higher price because customers believe that a higher priced product is of better quality).D. Price Leaders (Keeping low prices of some products in the hope of sale of other regularly priced items, like lower sugar price and regular pricing for tea leaves, milk and cardamom)2. Special Event Pricing (Most of the big stores announce lower prices on the eve of Diwali, Id, Gurpurab, 25th December, 15th August)3. Comparison Discounting (Company writing earlier higher prices along with current lower prices for comparison by the customers)4.
Other promotional pricing strategies (Includes Low Interest financing, longer payment terms, extended warranties and Service Contracts, and Psychological Discounting)E. Pricing variations (Early bird discounts, like ticket booking one month in advance at lower price)2.
Geographical pricing (Different prices in different geographies, like Indian Oil charges different prices for petrol and diesel in different cities)4. Value pricing (Difficult economic conditions and marketer making value offering, like restaurant offering value menu)5. Transfer Pricing (Price charged for intra-company or group companies selling).The basis for pricing may be Cost-based methods include Mark-up pricing (Cost plus predetermined Profit), and Target Return (Cost plus say Rs.
Thus, it is concerned with the store where the goods shall be displayed and sold, the channels of distribution and logistics management through which goods will flow from marketer to consumers.Chain or path or route in the channels may be marketer to consumer (through factory outlet or internet or company owned stores, or mail order business or door to door sales, or multilevel marketing as done by Amway), or marketer to retailer to consumer, or marketer to wholesaler (also referred to as distributors) to retailer to consumer, or agent to wholesaler to retailer to consumer.
Through internet marketer can sell to a geographically disperse market, target and focus on specific segments, relatively keep low costs set-up, and makes use of e-commerce technology (for payment, shopping software, etc).With regard to channel six basic decisions are to be made -direct or indirect channel (in certain sectors, both direct and indirect channels may be used. Hotels, for example, may sell their rooms directly or through travel agents, tour operators, airlines, and tourist boards.With centralized reservation systems, etc. All these decisions have to be made by individual marketer.Selection of a channel which is flexible, effective, and consistent with the declared marketing policies and programmes of the firm is very important.


The nature and the type of the middlemen required by the firm and its availability also affect the choice of the distribution channel.A company prefers a middleman who can maximise the volume of sales of their product and also offers other services like storage, promotion as well as after-sale services.
For example Coca Cola uses Grocery Stores, Panwalas, and the restaurant owners to market its beverages, and hul uses not only grocery stores but also chemists to market its soaps and shampoos. This kind of distribution is suitable for convenience goods, like bread, butter, egg, newspapers, namkins, potato chips, etc.2. Exclusive distribution: Only one outlet in a bigger geographical area is used to sell the product. The stores seen by you in your colony or street, wherefrom you buy milk, bread, grocery, stationary, medicines are mostly these kind of stores only.2. Department Stores: These are large retail firms, have wide product assortment (mix), and organised into separate departments. The services are so varied that many a times the owner leases out space to others for these services.3. Discount Stores: These are self-service, general merchandise stores, regularly offering national, regional, and store brands at low prices. Convenience Stores: These are small self-service stores, open for long hours, and normally carry convenience goods like soft drinks, snacks, cigarettes, chocolates, newspapers. Supermarkets: These are big, self-service stores, carry a complete line of food and non-food products (like cosmetics and over the counter drugs), organised into efficient different departments, offer lower prices than small neighbourhood stores),and central checkout. They carry other routinely purchased items apart from food and non-food products of supermarkets- food to clothing, appliances to furniture, gardening equipment to artificial jewellery.Superstores are spread over 2, 00,000 square feet area. Hypermarket: These stores are spread over 2, 25,000 to 3, 25,000 square feet area and offer roughly 45,000 to 60,000 different types of low-priced products.
Roughly half of the space is allocated to groceries and rest is meant for electrical and electronic appliances, shoes, toys, house wares, hardware’s, furniture, etc.Space is leased to banks and fast food restaurants. Cash-and-Carry Stores: In India recently, some cash-and-carry stores, also known as Warehouse Clubs, have opened.
Important among them are Bharati-Walmart (Punjab), Carrefour (in trans-Yamuna area of Delhi).These are for members only and engaged in wholesaling only. To keep prices lower than supermarkets and discount stores, they provide little range of sizes and styles and services.
Warehouse Showrooms: IKEA, a Swedish firm sells furniture, household goods and kitchen accessories through catalogues across the world. Five important features of a warehouse showroom are large, low-cost buildings, warehouse materials-handling technology, vertical merchandise displays, large on-premises inventories, and minimal services.10. In case of jewellery we have many such stores, like Suranas of Jaipur, PC Jewellers of Delhi, Ramchandra KrishnaChandra of Chandni Chowk, and Saboos of Delhi in sarees. They inevitably also share some degree of central management, supply chains, training programs, personnel, etc.They tend to either be parts of a single company or franchises, in which individual store owners license the use of the shared brand, training, and know-how. Three notable companies in this kind of business are Amway India, Oriflame India (beauty products), and Tupperware India (food grade plastic containers).
Recently Sky shopping, popularly known as the Direct Response Television (DRTV) industry has also become very important form of marketing through mail.14. Non-Store based Retailers: The mail order houses, online businesses, vendors, and hawkers are examples of non-store based retailers. Logistics Management:For smooth inflow of goods from manufacturer to ultimate consumers, there are many backend operations which are performed by Logistics.
It will provide information to assist them in making a decision to buy a product or service. The cost associated with promotion often represents a sizeable proportion of the overall cost of producing an item. With increased sales due to promotion, costs are spread over a larger output.Though increased promotional activity is often a sign of a response to a problem such as competitive activity, it enables an organization to develop and build up a succession of messages and can be extremely cost- effective. The ad message would be given differently on different media, due to media characteristics. To increase effectiveness of salespeople, the marketing manager decides on sales territories and sales quota.
Information can be sought through the call reports, customer feedback and invoices.Some of the firms instead of personal selling go in for vending machines, which are cheaper to install and operate and flexible in location. Sales promotion as a technique of promotion has been developed to supplement and coordinate advertising and personal selling efforts of a firm.
It is any short-term incentive used by a firm to increase the sales of its product.It consists of all those promotional activities that help in enhancing sales through non-repetitive and one-time communication. 1,200), (ix) Fairs and Exhibitions (Trade shows, fashion shows or parades, fairs and exhibitions , Lever Lame sponsored Fashion Week for many years), (xi) Exchange scheme (exchange the old product with new by paying less , like exchange of old Black & White Television for Colour Television by paying rupees 8000 only), (x) Sale (Annual clearance sale of jainsons). Almost any organization that has a stake in how it is portrayed in the public arena employs some level of public relations. There are a number of public relations disciplines falling under the banner of corporate communications, such as analyst relations, media relations, investor relations, internal communications and labor relations.
The people should have appropriate interpersonal skills, aptitude and service knowledge to deliver expected service. To deliver products or services, systems or processes have to be in place, to avoid any discretion. If you walk in a grocer’s shop and find rats, insects and flies, what will be your perception? The young generation prefers to go to malls instead of street shop is the physical ambience.- the cleanliness, air conditioning, parking facility, facility to touch, etc.
People do not mind to pay more but need clean environment at the place of delivery for having better experience.



Split testing case studies
Upload videos on instagram
Windows xp repair tool software
Best computer brand for video editing


Comments to «Marketing mix coca cola plan»

  1. ZAKIR212 writes:
    The fact it caters to their and an endless series.
  2. devo4ka writes:
    Usually no require to buy an high-priced, prime-of-the-line rich-media display.