Monitoring Marketing Strategies and Tactics- Marketing Assignment

Internal code- MAS96

Marketing Assignment

Coca Cola has a unique mix of procedures to monitor and implement the promotional activities. The company implements various promotional activities that are intended towards the mass customers with the use of mass media. ? The promotional activities are developed and executed by the personnel working at the corporate offices. ? There are TV ads, banners, and various other mega events sponsored by the company in order to promote the brand. Further, the monitoring of the impact of these promotional activities are done by comparative analysis of the competitor brands done periodically by the personnel associated with the advertising and marketing team. Coca Cola uses ‘Competition Pricing’, where it intends to place its products with the similar products of its competitors. Their ultimate goal is to maximize their stakeholder value. As witnessed, Coca Cola had been monitoring the prices of its competitors, and had been repricing its products accordingly in order to stay affordable to its mass target. The distribution decisions of Coca Cola are taken on the competitive grounds as well. A detailed analysis and overview of the investment is done versus the outcome and the benefit, and the company frames the below as its most profitable distribution channels: ? Wholesalers ? Retailers ? Supermarkets ? Petrol Stations ? Night Clubs ? Restaurants ? Coffee Shops The company undergoes collection of information from its customers time to time to understand the most convenient and visited points, and after a comparison of the investment through cost-benefit analysis, distribution channels are monitored and replanned.