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1、Coca-ColaMarketingMix:Product,Place,Price,PromotionProduct:Inorderforanorganizationtobesuccessfulitneedstohaveawell-definedmarketingmix.ThemarketingmixconsistsofthefourP’s;product,place,price,promotion(Hair,Lamb,&McDaniel,2006,p.48).Productisdefinedas“everythin
2、g,bothfavorableandunfavorable,thatapersonreceivesinexchange”(Hair,Lamb,&McDaniel,2006,p.48).TheCoca-ColaCompany’sproductsconsistofbeverageconcentratesandsyrups,withthemainproductbeingthefinishedbeverages(Coca-ColaDatamonitor,2007).Coca-Cola’sproductscanbeviewed
3、asbothbusinessandconsumerproducts.Ultimately,themaingoaloftheCoca-ColaCompany’sistosatisfyaconsumer’spersonalwant,whichisthedefinitionofconsumerproducts(Hair,Lamb,&McDaniel,2006,p.248).ThetypeofconsumerproducttheCoca-ColaCompanycreatesisconvenienceproduct.Conve
4、nienceproductsnormallyrequireawidedistributioninordertosellsufficientquantitiestomeetprofitgoals(Hair,Lamb,&McDaniel,2006,p.285).Inaddition,theCoca-ColaCompanyoftenpaysacertainamounttoretailstorestoreselltheirproduct.ThereforetheCoca-ColaCompanyproductscanbecon
5、sideredabusinessproduct.TheCoca-ColaCompanyhasafairlylargeproductmixwhichcontainsabout400brands,includingdietandlightbeverages,waters,juiceandjuicedrinks,teas,coffees,energy,andsportsdrinks(Coca-ColaDatamonitor,2007).TheCoca-ColaCompanyhasincreaseditsproductmix
6、widthsince1960.ThisenabledtheCoca-ColaCompanytospreadriskacrossmanyproductlinesratherthandependonlyononeandtohelpgeneratesalesandboostprofitswithinitsorganization(Hair,Lamb,&McDaniel,2006,p.287).TheCoca-ColaCompanyalsopackagesitsproductsdifferentsizestoappealto
7、certainconsumers(Hair,Lamb,&McDaniel,2006,p.286).Forexample,DietCokeisavailableintwelve-ounceorevensix-ouncecansandvariousplasticcontainers,rangingfromtwoliterstotwentyounces(Coca-ColaCompany,2006).TheCoca-ColaCompanyhasincreaseditsproductmixbyproductlineextens
8、ionsaswellascreatingnewproducts.TheCoca-ColaCompanyhasextendeditsproductlinebyintroducingavarietyofdrinks(“WillNewCokes”,2006).TheseincludeVanillaCoke,CherryCoke,CherryVanil
