coca-cola and marketing

The term mass marketing refers to production-oriented approach that vaguely aims at everyone with the same marketing mix (Definition in Marketing, 2004), in mass marketing, the seller mass produce, mass distributes and mass promotes one product to all buyers (Kotler, Adam, Brown and Arstrong 2003). Refer this to the Coca-cola in the early time when the company just started it's beverage business, the company didn't have many different kinds of beverage products available on the market compare to today, the only thing on the market at that time was the original flavour coke. This single product was made for the entire market. Later on, after a fast pace of company development, Coca-cola realised that different customers have different needs, one single product can only satisfy one or two group of customers, With mass marketing, the company face the risk of losing other group of customers. Relatively target marketing is more efficiency in this situation, to selecting and developing a number of offerings to meet the needs of a number of specific market segments (, 2004). Today's Coca-cola produces soft drinks for the sugared-cola segment – Coca cola), the diet segment – Diet Coke and Coke Light), the no-caffeine segment – Caffeine Free Diet Coke and the non-cola, fruit based segment – Sprite, Fanta and Lift. Recently, Coca Cola has launched low-carb colas to meet the need of extreme healthy pursuer, such product is claimed to has half the calories, sugar and carbohydrates of regular cola (Harris. Rebecca, 2004), the major benefit for company like Coca-cola to use targeting marketing is to cover the entire market in order to gaining market share by satisfy each segment in the market.
One of best examples of companies whose marketing approaches have evolved over time is Pepsi. Similarly, Pepsi has also developed from sole product to multi range products try to meet the needs of all the segments in a market.

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