This report examines the marketing of "Coca-Cola Life" which is distributed by the Coca-Cola Company. The research draws attention to the company’s background and evaluates the background of Coca-Cola Life. Further, it follows an analysis of the product in relation to the marketing mix theory and concepts. Thereby the focus is on the product, price and promotion. Finally, two innovative recommendations will be given, relating to the improvement of the sustainable aspects of Coca-Cola Life’s marketing.
In conducting this report only secondary research methodologies were used implementing resources such as using books and websites. In relation to the product life cycle it is evident that Coca-Cola Life is currently in the growth stage as it continues to increase sales. It is obvious that the product is within the category of non-durable goods. The ‘core’ product is a refreshing soft drink with a unique taste and 35% less sugar and kilojoules, sweetened with stevia as a natural source.
The ‘actual’ product is a glass bottle with a brown liquid inside and a green label with a small leaf logo. The ‘augmented’ product is the actual product plus contact details of the company, a help line and a complaint phone service. Usually the price of a 600ml bottle of Coca-Cola Life is around $3.50 which is positioned above the price of the direct competitor Pepsi True. Compared to indirect competitors the price is set in the upper margin. With regard to the promotion of Coca-Cola Life the Coca-Cola Company uses different ways to communicate the product whereby campaigns that wake emotions are currently at a premium.
Evaluation of this product lead to the following recommendations: A weakness was identified in the ingredients. It is recommended that the ingredients should be mostly organic and the sugar should be completely removed in order to satisfy customer needs and wants. Special attention should be paid to the recycling system. It is recommended that the company target itself on reusable packaging instead of one-way drink packaging. Recommendations have been made to suggest that a more sustainable view of Coca-Cola Life and its environment could potentially increase market share and future profits.
Table of Contents
Executive Summary
1 Introduction
1.1 Authorisation and purpose
1.2 Limitations
1.3 Scope
2 Background
2.1 The Organisation
2.2 The Product ‘Coca-Cola Life’
2.3 SWOT Analysis
2.4 Main Target Market of Coca-Cola Life
3 Product
3.1 Three Layers of Coca-Cola Life
3.2 Classification of Coca-Cola Life
3.3 Stage of the Product Life Cycle for Coca-Cola Life
3.4 The Branding of Coca-Cola Life
4 Price
4.1 The Price of Coca-Cola Life compared to Competitors’ Prices
4.2 Pricing Objectives
4.3 Price Elasticity
4.4 Influencing Factors on the Price
5 Promotion
5.1 Integrated Marketing Communication (IMC)
5.2 Advertisement of Coca-Cola Life
6 Conclusion
7 Innovative Recommendations
7.1 Not Only Look Green - Be Green
7.2 The Sustainability of the Recycling System
References
