CHAPTER 8: SEGMENTING AND TARGETING MARKETS

When a company only produces a few products, the ability to diverse a wide-range of customers is a bit limited. MKTG textbook states that before 1960, the Coca-Cola company produced only one beverage which only targeted the soft drink market. Today, the Coca-Cola company offers over 100+ different products based on consumer preference. Coca-Cola offers traditional soft drinks, energy drinks such as POWERade, flavored teas, fruit drinks such as fruitopia, and water (Dasani).
  Coca-Cola segments their products with  success because with the company's name and history, it's an easy access to sell to customers. Coca-Cola targets all markets and different segmentation such as age, gender, ethnic, income, and the family life cycle.
  In my opinion, Coca-Cola takes the following steps in segmenting a market :

• They identifies the market segment
• chooses the segment that fits the company
• implement a target market and many more

At the end of it all Coca-Cola makes money and we the consumers get satisfied (thirst quenched).

CHAPTER 11: DEVELOPING AND MANAGING PRODUCTS

Coca-Cola originated as a small fountain beverage which only sold for 5 cents a glass in 1886. Throughout the years, Coca-Cola has been developed into one of the best known and famous beverage (soda) worldwide.

Coca-Cola has a recent drink dispensing machine called The Coca-Cola Freestyle. It has not yet been placed all over but only a few has been placed at fast food restaurants such as McDonalds, BurgerKing, etc. The dispenser consist of a touchscreen selection and over 100 drink choices.

So far the only place i've seen these is at McDonalds, but i have read that some Wendys and BurgerKing also have a few.

Business Analysis- Coca-Cola researches its market, competetion, etc before putting a product out on the market.
Development- Coca-Cola main interest is that the product will have its taste without losing its color or texture.

CHAPTER 16: INTEGRATED MARKETING COMMUNICATIONS

The Coca-Cola company senior Vice President of Integrated Marketing Communications is Wendy Clark. She has done a good job in the company's designing, marketing, sponsorship, etc and has been named the most influential woman in advertising.
In 2009, Coca-Cola launched a campaign called "open happiness" which i think basically means to sit back, relax, and open a Coke and be happy.
I believe that Coca-Cola uses all the elements in the promotional mix.
  1. Advertising- Coca-Cola uses the form of television, magazines,billboards, internet, etc to promote the company and products.

    2. Public Relations- on the company's website, there are different categories where consumers can view the different things that goes on within the company. At present the company will be leading the summer energy saving efforts supporting reconstruction in Japan.

3. Sales Promotion- there is a site called "my coke rewards" and it's where consumers couls win free gifts, trips, and many more.
4. Personal Selling- the company sells its product (syrup) to bottling companies and the bottling company then sells the product to retailers etc.

AIDA Concept outlines the process for achieving promotional goals. AIDA which stands for Attention, Interest, Desire, and Action also occurs within the Coca-Cola company. To gain customers attention, the company makes a lot of advertisement and in colors that will get the attention of many including mine. We the customers find it interesting because there are many different choices to choose from and the prices are affordable and also desire the drink because they are refreshing and tasty. And finally the action stage i believe is actually purchasing the products.

CHAPTER 10: PRODUCT CONCEPT

Coca-Cola has a porfolio of many different beverages (3500+) ranging from diet soda to water and many more. Although the Coca-Cola company consist of different types of beverages, Coke is the one that is mainly portrayed. The company is mainly recognised by its name and logo. Coca-Cola is a valuable and global brand because most of its earnings is made out of the U.S. Most consumers  prefer the Coca-Cola and trust it also because it has been around for many many years which makes them loyal to the brand.

Coca-Cola is a consumer product and convinience product which requires no shopping effort and is also a product line because they are packaged in many different ways such as cans, bottles,etc. The trademark for the company is the shape of the Coca-Cola bottles and the abbreviations like Coke.

Coca-Cola uses a one brand name strategy in over 195 countries around the world but had to rename the sprite brand to Kin in Korea to satisfy a government prohibition. (pg 169 MKTG)