Coke Market Driven Marketing

“Principles of Marketing Driven Marketing”

* Choose a company which illustrate the Principles of “Market Driven Marketing” and how it succeeded by applying those rules or failed by not doing so. Date : 12th May 2011
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Content Page

Introduction …………………………….. 3
Principles of Market Driven
Marketing …………………………….. 4
Brand Equity ……………………………... 5
Target Market ……………………………... 7
Market Share ……………………………... 8
Sale, Profit & Profit Margin ……………………………… 10
Double Jeopardy ……………………………… 12
Penetration ……………………………… 13
Purchase Frequency ……………………………… 14
Purchase Duplication ……………………………… 15
Light & Heavy Buyers ……………………………… 16
Mass Marketing ……………………………… 17
Smart Targeting ……………………………… 18
SWOT Analysis ……………………………… 19
Conclusion ……………………………… 22
References ……………………………… 23

1. Introduction
Market driven organizations are those organizations who uses supreme marketing, who understand the likes and dislikes of a customer and adapt accordingly where as they bond the channels which are used for the marketing and selling of the goods. The process, which engraves their super capabilities, is well understood and effectively controlled to deliver superior customer satisfaction. Generally there are two processes in an organization, internal change and external change, market driven organization push this change in the organization towards the outer understanding or the outer change of the environment (Doyle, 1992). An easy example can be taken if the employee satisfaction and the management of human resource are understood by the belief of the customer satisfaction where as the rewards are based on measurable improvements in customer satisfaction, and that employees are to resolve customer issues without any approval are the organizations which are market

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