The Coca-Cola Product Life Cycle
Pricing can be an important factor for this maturity stage because it makes the marketers be aware in which places Coca-Cola is situated. Coca-Cola has been able to lower the price to increase more sales but at the same time the consumers that are loyal don’t have to think because the price has been lowered the quality has also decreased. The place is another important factor; Coca-Cola has exported its merchandise to overseas companies or traders creating a benefit the brand become a worldwide product.
Through Coca-Cola’s advertising the brand allows to build a strong brand image and create brand awareness, their aim is to reinforce what a great drink Coca-Cola is through their various campaigns. Another IMC tool is sales promotion; Coca-Cola has to be differentiated from other competitors such as in supermarkets, it uses different strategies: towards the consumer or towards trade. The consumer strategy consists in having the product visible in the shelves and has to be eye-catching. Then for trade their strategy is to obtain discounts and merchandising. In this way it can help the brand to be more trusted. Personal selling is another tool, which builds a relationship with the
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Pepsi has included the marketing mix strategy. The price as before it hasn’t changed. Looking the place, Pepsi has a big distribution in India. The brand wanted to be distributed in a big country to increase their sales. Lastly, promotion is included to create this overall marketing mix strategy to succeed, Pepsi uses all types of media channels to spread the brand and its promotions. Including discounts and the packaging are two combinations and create value to the customer to increase purchases. Because Pepsi and Coca-Cola are fighting which brand is more trusted they don’t want to reflect this through the price so the pricing fluctuates from the market average. Both brands are still fighting the first position of being trusted. Pepsi and Coca-Cola have reached different ways of promotion and make their brand be a high quality to their
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