Integrated Strategic Marketing Plan: Section One
Distribution
Coca-Cola’s products come
in concentrate form directly from our manufacturing and distribution centers.
The concentrate is then sold to licensed Coca-Cola bottling companies around
the world (Coca-Cola, n.d.) . All the bottling
companies have contracts directly with Coca-Cola and produce the final product
that we see in stores, in the form of cans and bottles, and fountain machines within
various distribution channels. Coca-Cola will now be able to offer the new Coca-Cola
Plus to the bottling companies, which will then be distributed through bottlers
distribution channels. In addition to selling the concentrate to licensed bottle
companies, the company will now be offering Coca-Cola Plus to major restaurants
and food chains across the globe. Offering this new product line will allow us
to stay competitive in the distribution industry and give us new opportunities
to gain more of the overall market share.
Product
Life Cycle of Coca-Cola Plus
Product life cycle has four phases
1.
Introduction
2.
Growth
3.
Maturity
4.
Decline
Coca-Cola
is a dominate player in the United States of America, Europe, Asia, and Africa;
but some of the regions are currently is different phases of the cycle. For
example, Coca-Cola is currently in their maturity stage within the United
States and Europe (Murray, 2016) . These regions are
great markets for the company to introduce the new Coca-Cola Plus product line;
due to the strong brand loyalty that’s already been established with our
company. Asia on the other hand is currently in the growth phase. This might
not be the best market for us to introduce our new Coca-Cola Plus product line,
due to the simple fact that we are still building brand loyalty and market share.
By introducing our new product line in locations that are currently in their
maturity phase, we can stay competitive within our market by differentiating ourselves
from competitors. Ultimately, this will allow us to stay competitive, increase profits,
expand our market share, capitalize on a new product niche, and reduce the risk
of going into the decline phase.
References
Coca-Cola. (n.d.). Our Company. Retrieved
from Coca-Cola:
http://www.coca-colacompany.com/our-company/the-coca-cola-system
Murray, M. (2016, July 22). Product
Life Cycle. Retrieved from The Balance:
https://www.thebalance.com/product-life-cycle-2221048
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