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To What Exent Is Coca-Cola Brand Image Responsible for Its Success?

Essay by   •  May 13, 2011  •  Essay  •  825 Words (4 Pages)  •  1,121 Views

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Success in business can be defined through some articles before there is responsibilities for success through Business Plans - Goal Setting - Leadership - Marketing - Motivational - Personal Finance - Selling Ð'- followed by success.

Success can affect the coca-cola brand image is when determine how to satisfy customer needs by identifying a market mix, Determine the needs of their customers through market research, analyze their competitive advantages to develop high quality brand image and identifies customer groups which a particular business can better serve than its target competitors.

Coca-cola brand image is responsible for its success, why is that; the 4ps of marketing mix.

Ð'* Product and services

Ð'* Promotion

Ð'* Place

Ð'* Price

Products and Services - Developing a highly specialized product or service, or providing a product-service package containing unusually high-quality service.

Promotion - Promotion strategies include advertising and direct customer interaction.

Price - Higher prices mean lower volume however, a big business can often command higher prices because of their service.

Place - Small retailers should consider cost and traffic flow in site selection, especially since advertising a low-cost, low-traffic location means spending more on advertising to build traffic.

The nature of the product or service is also important in siting decisions. Location is less a concern for products or services that customers are willing to go out of their way to find. The recent availability of highly segmented mailing lists, purchased from list brokers, magazines, or other companies, has enabled certain Caco-Cola businesses to operate from any location. Coca-Cola has set out to become the world's number one consumer marketing company by taking clear actions to differentiate their products. The direct customers of Coca-Cola are outlets such as service stations, newsagents, leisure centres, cinemas, clubs, supermarkets and many other retailers selling soft drinks.

What else that has made coca-cola successful is that of the innaration, taste, and fashion. Coca-Cola is 'delicious and refreshing'. This theme has been a key feature of advertising for the drink ever since and more recently the message was that 'Coke is the real thing' i.e. The Coca-Cola Company has a number of important soft drinks products the most well known of which are;

Ð'* Coca-cola

Ð'* Diet coke

Ð'* Fanta

Ð'* Sprite

At the same time Coca-Cola has up-dated, its advertising approaches. Instead of focusing on classic commercials such as

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