Running Head: MARKETING
Product and Marketing Concepts
I chose to discuss the product and marketing concepts for Coca-Cola Company. CocaCola Company applies the concept of marketing in its market orientation. It focuses on the needs
of consumers and finds ways to produce suitable beverages that satisfy consumers in the market.
To meet consumer needs, it regularly conducts market research carefully and extensively through
activities as tastes tests, surveys before manufacturing according to consumer wish. Thus it
serves a variety of target clients with many products it produces include Fanta, sprite, coca cola,
diet coke and many more. Also, coca cola being a large company in the world, it also drives its
market concept according to the societal marketing concept. The community coca cola focuses
on several critical areas including education, healthcare, helping the poor and environment
conservation. These activities help the company to build its reputation boost its position in the
global market, improves its image in the eyes of consumers and create more loyal customers.
However, coca cola Company to achieve this it has to use billions of dollars every year, but the
company makes more of profit and benefits than a loss. The product is anything that can be
offered in the market for use or consumption to satisfy a need or Want (Babin & Zikmund,
2016). Product concept features competitive tools for differentiating a product from competitor’s
products thereby sustain the company’s competitive advantage.
Coca-Cola Company has applied the product concept in coming up with their product