Marketing Management Essay Example | Topics and Well Written Essays - 1250 words

Marketing Management - Essay ExampleThe brand has featured some famous personalities for promoting its brand. coca weed in Present coca cola is the worlds largest manufacturer, distributer and marketer of non alcoholic beverages, which has its operation in more than 200 countries. It has introduced new variants to its class such as nutriment, vanilla and cherry coke. In the year 2002, the company launched new variant c2, which is a low carbohydrate cola, and an energy drink named wax Throttle. The following year, 2003, Coca Cola Company introduced coca cola lime, coca cola zero which was regarded as a low calorie beverage. The company too added a sugar free version of Full Throttle. In the year 2006, the company again introduced new product line which included regular and diet version of Black Cherry Vanilla Coke, energy sodas Tom Standage, a social historian introduced Coca Cola as among the six beverages which have do the world. He was signed as an international symbol of freedom during the c one-time(a) war in US. In 2007, the company had acquired Glaceau, which is a beverage company which produces flavored and vitamin pissing (Giebelhaus, 2008). The company has established a brand that is well renowned globally. Its distribution channel and the product are so huge that it cannot be duplicated. Coca cola has a hawkish advantage over its competitors (Sander & Slatter, 2009, p.27). Coca cola has grown to be one of the ubiquitous brands with 1.7 million beverages being sold per day. Recently it had noted its 125 years of existence and has developed a recyclable merchandise to be used in grocery stores (The Coca Cola Company, 2011). Evolution of Coca Cola Company The company was started by Dr. John Pemberton who was an Atlanta pharmacist in the year 1886. Coca cola was used as a core and brain tonic. The first manufacturing plant was opened in 1884. Coca-Cola was sold to Ernest Woodruff for 25 million dollars. It was woodruff who introduced the firs t six bottle carton and in addition made it available in the vending machines in 1929. Promotional tools were used and the first advertisement was made in radio in 1930s following with a commercial advertisement in television in 1950. Currently Coca-Cola is advertised on five hundred TV channels globally. In 1985, Coca Cola Company introduced its diet coke. But the product did not do well in the market thus coke decided to change it to old coke. At present coca Cola is worth more than 58 million dollars. It has been the sponsor of Olympics for the past 65 years (Echeat, 2004). Target market The scrape market of coca cola is large. It is affordable by any level of income. It is consumed by both males and females. Consumers who drink coca cola are from the different sections from the VIPs to the celebrities to the roughhewn plenty. Coca cola has targeted that section of people who enjoys drinking soft drink and has made it as a part of their lifestyle. Coca cola diet is targeted f or people who are older in age (Maarif, 2007, p.220). The target remains the same. It is targeted to both males and females and of all age groups. Competition positioned Soft drink needs to be conservatively positioned with respect to competition as image is important when consumer chose a brand. Competitor of Coca Cola is Pepsi Cola. Both are trying to gain a competitive position in the cola