Coca Cola's Strategies To Maintain Competitive Advantage

Powerful Essays
3.1 Explain how products are developed to sustain competitive advantage
There are three levels of coca cola’s products. They are core product, actual product and augmented product.
Core product Coca cola’s products are high quality standards for the customer. Coca coal’s core products are energy drinks such as Coca Cola Zero, Coca Cola Diet. One of the benefits of drinking coca cola is that it contains caffeine, a natural stimulant found in the kola nut, coffee beans and tea leaves. Caffeine makes you feel more alert when you are tired and refresh your mind.
Actual product Actual product is the one which is manufactured after a decision has been taken on what your core product is going to be. It includes packaging, style, brand and
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Distribution is one of the marketing mix among marketing mixes. Marketing needs the help of distribution to reach the target market. It is also one of the fundamental factors specially. Distribution is very important because these distribution are helpful and simply how every customer gets their needed and wanted products, finding the products and services that greatly need. There are three types of distribution channels. They are intensive, exclusive and selective distribution. Intensive distribution aims to provide saturation coverage of the market using all available outlets. Selective distribution involves a producer using a limited number of outlets in a geographical area. Exclusive distribution is an extreme form of selective distribution in which only one wholesaler, distributor is used in a specific geographical area.
Among them, coca cola’s products are generally made available through intensive distribution. Intensive distribution for the newest product has allowed to maximize contact with customers and become very successful. It usually goes with heavy promotion, lower prices and large target market. Coca cola’s product are mainly distributed in a wide variety of locations including corner stores, convenience stores, restaurants, hotels, shopping mall petrol station and many, many
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People define a service that refers to the people who can directly contact with the customer such as staff. One of the crucial part in selling a product is the staff and its service before buying a product. The employees in coca cola’s company have a standard uniform. The company specially focuses on friendly and prompt service to its customers from their employees.
The process of the product is essential in marketing. This determines the capability of the product to supply the demand of the consumers. Coca cola has a number of processes which involves bottling and labelling solutions. The important stage that coca cola consider is control of the company to get products at the agreed time and good quality and the last step they consider is the selling of beverage for target customers of distributors.
Physical evidence
Coca cola uses many different techniques to differentiate their brand and product from others. This is done by the colors, shapes, styles and the font of their logo. The font of the coca cola logo is one of the most recognizable brands around the world being recognized by 96% of the world’s population. The company has invested a lot of time and money in research and development to ensure the most effective life cycle impact of its
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