Product and Value Creation
Coca-Cola has a diverse product range that provides consumers with varieties, which meet their expectations. Some of the popular Coca-Cola brands include Coca-Cola, Sprite, and Fanta among others. Currently, the beverage corporation sells more than 1.9 billion servings daily of its different beverages around the world, making it a leading manufacturer in the beverage industry. Over the years, the organization has demonstrated its commitment to various health issues raised by stakeholders through its decision to introduce caffeine-free and sugar-free products such as the diet coke and the Coca-Cola zero sugar. From this realization, many consumers relate to the brand because of its ability to address underlying issues that influence their thought process. Since all Coca-Cola bottles are recyclable and come in different sizes, the organization has responded to environmental concerns and provided consumers with a wide range of choice that meets their needs.
Price and Value Creation
In the modern business environment, organizations can use various pricing strategies to overcome the impact of competition on their overall performance. For instance, some of the widely used pricing mechanisms include discriminatory pricing, value pricing, and loss leader pricing. Coca-Cola’s main business rival is PepsiCo, which utilizes various approaches to penetrate and claim dominance in Coca-Cola’s business segment. Given the competitive approach used by PepsiCo, Coca-Cola uses competitor pricing methods to neutralize the marketing efforts used by its rival (Steenkamp, 2017). In the same vein, the beverage manufacturer uses value pricing to make its products accessible to the average consumer. However, the beverages are not cheap either to avoid creating an impression of low-quality to the customers. It should be noted that its pricing mechanism varies significantly across the world because of various aspects such as Gross Domestic Product (GDP) and overall economic growth.
Place and Value Delivery
The availability of products in the business environment plays an important role in defining the operational performance of an organization. In this regard, Coca-Cola has developed a broad distribution network around the world that is responsible for its success over the years. In the same vein, the company’s distribution network has created a certain level of visibility that outshines PepsiCo’s image in the global business environment. Even though Coca-Cola’s ingredients for different beverages are public, the recipe is a secret that has provided the corporation with an edge over other beverages. It should be noted that the parent company creates a syrup, which is distributed to its licensed global bottlers, who then add sweeteners and filtered water before packaging the final product. Coca-Cola is involved up to the last process in the manufacturing aspect because of the need to safeguard its image in the business environment. The creation of the broad supply chain is critical to the realization of the company’s desired outcomes that influence its performance in the global market.
Promotion and Value Communication
In 2018, Coca-Cola spent $4.1 billion in advertising, a move that has enabled the corporation to maintain active visibility in the business environment. Maintaining the current visibility as a global leader requires the beverage manufacturer to dedicate a significant amount of revenue to promotional campaigns, which enable the corporation to accomplish its desired objectives in the market (Dörnyei, 2020). Importantly, Coca-Cola uses different channels such as TV, magazines, and social media to advertise its products in the competitive business environment. By sponsoring various entertainment events, the organization offers value to its consumers, which increases the level of brand loyalty in the consumer market.
