Marketing Mix of Coca-Cola | The 4Ps Behind Coca-Cola’s Success — Transcript

Full transcript

1. 0:00beat your pizza party or your favorite
2. 0:02burger and fries or you may be on a
3. 0:04romantic movie date all of these events
4. 0:07are incomplete without this product from
5. 0:09the world wars to the great depression
6. 0:12or the recent move by ronaldo to promote
7. 0:14water over any other carbonated drinks
8. 0:16the brand has seen it all yes today's
9. 0:19video is about the most iconic brand in
10. 0:22the beverage industry
11. 0:24coca-cola
12. 0:27coke went from selling nine drinks a day
13. 0:30in the first year to 1.9 billion drinks
14. 0:33a day in year 2021. the main factor
15. 0:36behind the success of this brand can be
16. 0:38attributed to the marketing mix of
17. 0:41coca-cola the marketing mix of a brand
18. 0:43refers to the set of actions or
19. 0:45strategies a company uses to promote
20. 0:48itself in the market traditionally
21. 0:50focused on four ps product price place
22. 0:53and promotion and in today's video let's
23. 0:56decode the marketing mixes of coca-cola
24. 0:59let's start with the first and foremost
25. 1:01p of the marketing mix product now it's
26. 1:04important to understand that
27. 1:05irrespective of the industry you are in
28. 1:08the product mix is the most important
29. 1:10factor because if you don't have the
30. 1:12right product all the other fees in the
31. 1:14marketing mix are irrelevant when it
32. 1:16comes to coca-cola the company has an
33. 1:18extensive portfolio of 500 plus brands
34. 1:21under which they offer 3000 plus
35. 1:23beverages the company's leading product
36. 1:25coca-cola is one of the most valuable
37. 1:28and popular brands globally apart from
38. 1:31this the lime flavored sprite is also in
39. 1:34demand amongst various age groups and
40. 1:36its classic orange flavored drink fanta
41. 1:39is the company's second oldest product
42. 1:41not only this but the changing time the
43. 1:44needs of customers have changed people
44. 1:46are becoming more health conscious and
45. 1:48looking for healthy drinks to tackle
46. 1:50this problem coke has come out with many
47. 1:52sugar free and low calorie drinks like
48. 1:54coke zero and diet coke so with a wide
49. 1:57variety of products options available in
50. 1:59various quantities and different flavors
51. 2:02coke's product mix is one of the best in
52. 2:05the market coming to another very
53. 2:07important aspect of marketing mix
54. 2:09the price
55. 2:10in developing countries like india price
56. 2:13plays a very important role as customers
57. 2:16are highly price sensitive beverage
58. 2:18market is an oligopoly market wherein
59. 2:20there are many customers and a limited
60. 2:22number of producers giving them a upper
61. 2:25hand if we look at it from an indian
62. 2:27point of view coke gets his major
63. 2:29competition from pepsi so the pricing
64. 2:32strategy used by both this brand is
65. 2:34almost similar but at the same time coke
66. 2:37has to keep in mind it doesn't charge
67. 2:39its product too high because customers
68. 2:41are highly price sensitive and not to
69. 2:43charge it so low that people doubt about
70. 2:46the quality of the product moving ahead
71. 2:48the next fee in the marketing mix is the
72. 2:50place factor looking at the great
73. 2:52success of coca-cola we can see that it
74. 2:55has its presence throughout the world
75. 2:57when coke came to the indian market they
76. 2:59studied it very well and they understood
77. 3:02that the potential customers are not
78. 3:04only present in supermarkets and grocery
79. 3:06stores but also at pawn shops movie
80. 3:09theaters college canteens and many such
81. 3:12places coke is present in more than 200
82. 3:14countries and the main reason behind the
83. 3:17success of this brand is its unique
84. 3:19business model wherein they only provide
85. 3:22concentrates and setups of the beverages
86. 3:25to the bottling companies post which the
87. 3:27manufacturing packaging distribution and
88. 3:29selling aspects of the product is to be
89. 3:31completed by the bottling companies
90. 3:33moving to the last few of the marketing
91. 3:34mix that is the promotion mix of
92. 3:36coca-cola it is believed that the main
93. 3:39reason for the success of coke is its
94. 3:41promotional strategy coca-cola focuses
95. 3:43on aggressive marketing using various
96. 3:46media channels like print ads
97. 3:48commercials sponsorships and social
98. 3:51media ads coca-cola always tries to
99. 3:53associate their products with some
100. 3:55emotions or feelings we did taste the
101. 3:58feeling campaign of 2016
102. 4:00or their thundama club coca-cola
103. 4:02campaign of 2013 which almost every
104. 4:05indian could relate to back then not
105. 4:07only this coke can also be seen posting
106. 4:10good content on various social media
107. 4:12platforms making its online presence
108. 4:15stronger now a very interesting fact
109. 4:17coke spent 4.25 billion dollars in
110. 4:20advertising in the financial year 2019
111. 4:23and this is divided both into
112. 4:25traditional and digital marketing
113. 4:28because coke understands that the
114. 4:29potential customers are also present
115. 4:32online and so is the case with most of
116. 4:35the businesses so next time you go out
117. 4:37and you ask for a cold drink and the
118. 4:39shopkeeper provides you with coca-cola
119. 4:41instead of any other soft drink this is
120. 4:43because of the brilliant marketing mix
121. 4:45of coca-cola if you liked the video do
122. 4:48hit the like button and for more such
123. 4:50amazing content do subscribe to our
124. 4:52youtube channel
125. 4:55[Music]