Work type: Essay (any type)
Format: APA
Pages: 1 Pages ( 300 words, Double spaced
Subject or discipline: Marketing
Paper instructions: ATTACHED
Work type: Essay (any type)
Format: APA
Pages: 1 Pages ( 300 words, Double spaced
Subject or discipline: Marketing
Paper instructions: ATTACHED
For Undifferentiated strategy, USE FIJI;.
Once identified the company (FIJI) you must explain why you think they have adopted the particular strategy – which organization objectives have made this choice appropriate? What is the company trying to achieve by adopting this particular targeting strategy? Finally, you have to address the how, how did you inferre that they implement this strategy (the 4Ps PRODUCT, PRICE, PLACE and PROMOTION a particularly useful here)? What evidence do you have to support your claim?
Running Head: Undifferentiated, Differentiated and Concentrated
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Undifferentiated, Differentiated and Concentrated
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Undifferentiated Marketing Strategy – Coca-Cola
Undifferentiated Marketing Strategy is ideal for a product or services offered to almost everyone it is similar to mass marketing. Marketers use the same message in all segment of the market. The message must be appealing to everybody; the communication is simple or general so that more people can relate to it.
Coca-Cola has a wide range of brands of Sodas, Fresh Juices, Carbonated and flavor waters and mineral water which has been packaged in different forms and sizes depending on its target market. The products are packaged in Plastic Bottles, Glass Bottles, Canned and Packets for convenience of the customer. Coca Cola logo is distinctly designed and well known in the market and it is clearly visible at its packaging and the coca cola bottles are uniquely designed (Goksoy & Ozsoy 2010).
Coca-Cola Company does use pricing strategy knowns as 2nd degree strategy while working out its marketing mix. The strategy does set the price of a product based on different market segments therefore you could get the same product priced differently at different selling points. Beverage market is known as oligopoly which is characterized by many buyers and few sellers (MbaSkool, 2020). In the world market there are only two dominant players in beverage sales Pepsi and Coca Cola. Although, Cocacola is the dominant market player with the largest market share in market segment where there is good distribution of Pepsi coke prices its products at the same price as Pepsi. Since, if its prices are higher the consumers would switch to much cheaper beverages mostly in developing countries. In segments where the two companies foresee stiff competition for purposes of ethical competition they agree to price their products the same. Coca cola does also offers discount on bulk purchases at times by packaging several beverages types or flavors and sell them at a discounted cost.
Coca Cola has an extensive distribution network in more than 200 countries with a worldwide supply; this is credited to its 130 years the company has been in business. Coca cola products are accessed by the consumers at supermarket and retail shops across the globe, the expansive outlet areas are proven by 2.5 outlets in India alone. The products are also sold in Hotels and restaurants chains world over. The supply chain starts with production of concentrates using safely guarded formulae which are transported to the bottlers worldwide. The bottler’s ships the beverages to carrying and forwarding agents who transport them to stockiest, then regional distributors and finally retail points. (Protopappa-Sieke & Thonemann 2017) Coke has also designed a reverse supply chain that’s saves them packaging costs by collecting leftover glass bottles and reuse them.
Through use of Undifferentiated Marketing Strategy the company does set bench mark on branding and advertising strategy, this is what has maintained them competitive and the market leader over the years. They use aggressive marketing through sponsorship, online advertisement, television and print media. According to (Bhasin 2018) the advertisement is global through various national languages across the world and use different characters to be able to connect with the locals at the target audience. Coca cola does support international events with worldwide viewership such as FIFA world cup, NBA, BET Network among others. Special incentives are given to distributors to push their products, retailers are also given branded fridges and supermarkets do set aside branded shelves for coca cola products visibility.
References
Bhasin, H. (2018). Marketing strategy of Coca cola – Coca cola marketing strategy. Retrieved from https://www.marketing91.com/marketing-strategy-of-coca-cola/
MbaSkool, (2020). Coca Cola Marketing Mix (4Ps) Strategy. Retrieved from https://www.mbaskool.com/marketing-mix/products/16786-coca-cola.html
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