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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“everything,bothfavorableandunfavorable,thataper
2、sonreceivesinexchange”(Hair,Lamb,&McDaniel,2006,p.48).TheCoca-ColaCompany’sproductsconsistofbeverageconcentratesandsyrups,withthemainproductbeingthefinishedbeverages(Coca-ColaDatamonitor,2007).Coca-Cola’sproductscanbeviewedasbothbusinessandconsumerproducts.Ultimately,themaingoaloftheCoca-ColaCompan
3、y’sistosatisfyaconsumer’spersonalwant,whichisthedefinitionofconsumerproducts(Hair,Lamb,&McDaniel,2006,p.248).ThetypeofconsumerproducttheCoca-ColaCompanycreatesisconvenienceproduct.Convenienceproductsnormallyrequireawidedistributioninordertosellsufficientquantitiestomeetprofitgoals(Hair,Lamb,&McDani
4、el,2006,p.285).Inaddition,theCoca-ColaCompanyoftenpaysacertainamounttoretailstorestoreselltheirproduct.ThereforetheCoca-ColaCompanyproductscanbeconsideredabusinessproduct.TheCoca-ColaCompanyhasafairlylargeproductmixwhichcontainsabout400brands,includingdietandlightbeverages,waters,juiceandjuicedrink
5、s,teas,coffees,energy,andsportsdrinks(Coca-ColaDatamonitor,2007).TheCoca-ColaCompanyhasincreaseditsproductmixwidthsince1960.ThisenabledtheCoca-ColaCompanytospreadriskacrossmanyproductlinesratherthandependonlyononeandtohelpgeneratesalesandboostprofitswithinitsorganization(Hair,Lamb,&McDaniel,2006,p.
6、287).TheCoca-ColaCompanyalsopackagesitsproductsdifferentsizestoappealtocertainconsumers(Hair,Lamb,&McDaniel,2006,p.286).Forexample,DietCokeisavailableintwelve-ounceorevensix-ouncecansandvariousplasticcontainers,rangingfromtwoliterstotwentyounces(Coca-ColaCompany,2006).TheCoca-ColaCompanyhasincrease
7、ditsproductmixbyproductlineextensionsaswellascreatingnewproducts.TheCoca-ColaCompanyhasextendeditsproductlinebyintroducingavarietyofdrinks(“WillNewCokes”,2006).TheseincludeVanillaCoke,CherryCoke,CherryVanil
