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Marketing Planning in Action Essay Example

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Marketing Planning in Action

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The Coca-Cola Company has not been famous for price competitiveness. However, over the recent past, with the rejuvenation of Pepsi, they have been rather keen on the prices (Mennen 2010, p. It would be inappropriate to make the price for the new product higher than the other soft drinks produced by the Coca-Cola Company because it will give the customer the impression that the unique thing about the new product is the price (Pride & Ferrell 2010, p. It would be advisable for the new product to be identified by its flavour instead of its price. This is because higher prices will discourage price sensitive consumers (Young-Witzel & Witzel 2013, p.The main goal of Coca-Cola UK is to make sure that they are able to counter competition by making sure that they are the most popular brand in the soft drink production industry. Despite the fact that the company has been able to do well in the UK market, the company knows that it is their responsibility to make sure that they remain in the same position and even make their market capital in the UK bigger (Michman, Mazze& Greco 2003, p. This implies that by introducing a new product to their already existing varieties gives them an upper hand over their competitors. For a consumer, there is nothing as attractive as having a variety to choose from while the prices remain constant (Ferrell&Hartline 2008, p.One of the advantages that Coca-Cola UK will have as they introduce this new product is its popularity as a brand. The Coca Cola Company has been in this industry for a very long time. In fact, it is the only soft drink producer that is known for global consistency. Pepsi, who is their main competitor were dormant at some point, but Coca-Cola remained persistent with some changes always being effected regarding the prices (Butler &Tischler 2015, p. The other advantage that the company has is the fact that they will not have to come up with a new distribution system. The new product will just be distributed through franchising like the company has always done with their products within the UK. In fact this is a trend that the company uses worldwide.Another important factor that will be considered during the launching of the new soft drink is the organization’s culture. It should be noted that the Coca-Cola Company does not do the distribution of their products by themselves. All they produce is the concentrate syrup. This is exactly what is likely to take place in the case of

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preview essay on Marketing Planning in Action
  • Pages: 12 (3000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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