A Report on the Product/Services/Promotional Strategies of Coca Cola

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A Report on the Product/Services/Promotional Strategies
By
Monica L.L. Davids

For
Mr. Mike Walsh
HR351 Principles of Marketing
30 January 2011

Abstract
The internet today has become the default source of information. This has brought a drastic change in the marketing and service policy of businesses. Websites make it very convenient to place all the information the company wants to provide in one place and easily accessible to all parts of the globe. Today the genuineness of the businesses is decided by the quality of its website and its contents. Good companies are taking websites as a serious affair and realizing its potentials in sales and promotion. The advent of Web 2.0 has opened a whole new era of interactive web and companies are enhancing the features on the website for better services. With advancements in computer graphics, the appearances of the websites are enhanced each day.

The objective of this report is to briefly describe the products and service offered by Coca-Cola on their website and promotion of their products and services. The second part of this report is to discuss promoting my own business with the help of website.

A Report on the Product/Services/Promotional Strategies Offered by Coca-Cola
The Coca-Cola Company has developed a well planned website which satisfies all the questions of its consumers. It used pleasant graphics and is updated with the current web-developmental trends available. The website is strategically divided into following five major segments.

1. Company Information: Provides overview of the company
2. Products: This section gives detailed information of all the company products
3. Health: This section addresses health issues associated with the consumption of beverages
4. Quality and Safety: This section discusses the
5. Social Initiatives: This section is intended to generate goodwill amongst the society for the company. Let’s discuss the products and service on the website, their target audience and promotional strategy. Products/Services

This of course is the most vital segment and the main objective of any website. A good website ensures that all product information is available on the site and not missed by the visitor. It is a simple task if the quantity of products is limited but for a company like Coco-Cola, which has a presence in over 200 countries with total brands exceeding 450, the task to provide this information becomes herculean. Adding to this is the fact that these brands are country specific. However the website scores points in this segment and ensures that not a single brand is missed by visitors to their website.

To provide the information about its products the company has used to several approaches. To simplify things it has classified all its beverages into as energy drinks, juices, soft drinks, sports drinks, tea/coffee, water and others (milk products, soups etc.). Using these categories, the user can search for the brand available in their country simply by running the search provided in the “Brands” section.

There is another innovative method designed to give brand information. It is in the form of flash animation called “the Virtual Vendor”. Here the product information can be obtained in an interactive manner very effectively by making use of computer graphics. They are not targeting any specific group but the website encompasses the whole population but their methods are effective. While some people still prefer the link and search approach there is no doubt that the animation will catch the fancy of children and youth alike.

Target Audience
This segment is a must for all food and beverage websites. This not only removes doubt from the visitors’ mind about the product but it also shows that the company is concerned for its customers. A lot of research is being done on the consumption of beverages and its effects on health, obesity etc. The website has published nutritional facts...
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