Posted at 10.05.2018
Since 1900, Coca-Cola already steps into European countries market, when 1970 Coca-Cola moves to international market, it already 39 years back until 2009. After 39 calendar year, Coca-Cola has altered their product to international marketing plus they used online marketing strategy to develop their market. (http://heritage. coca-cola. com/) Nowadays, Coca-Cola which already operating in many country as a multinational company.
Marketing blend is the key component of Coca-Cola to set up business in international market, and the marketing mix include four pices was product, price, place and advertising.
In international market, Coca-Cola major focuse to using marketing combination to built their business, however, Coca-Cola also have using certain part of "PEST" startegy with their marketing mixture startegy. Infestation is a external analysia theory to mention about the overall enviorment influences to firm and the way the firm to resist it.
Coca-Cola product planner need to think about the merchandise of the three basic level. In the graph implies that, the main product of Coca-Cola, which is the way the product satisfied their consumer. The second level of genuine product of Coca-Cola is how Coca-Cola to build up the product and services features, brand name and packaging. The final level of discussion product of Coca-Cola is around the key product by offering additional consumer services and benefit, (author Gary Armstrong& Philip Kotler (pg232).
The first online marketing strategy of Coca-Cola using in Malaysia is product. Coca-Cola is a famous soda product in Malaysia market, their packing outlook, is simple to catch the attention of consumer. Nowadays Coca-Cola beverages drink on the existing markets has varieties of choices (Refer to appendix 1), that are available in Malaysia (http://www. thecoca- colacompany. com/brands/index. html). Coca-Cola using three technique to built up their product image, it was product branding, product packaging and labeling, (Gary Armstrong& Philip Kotler 2007, pp238, 239).
Branding which really is a key aspect of Coca-Cola, to build up relationship with the consumer. Brand was representing Coca-Cola to give the first impressions to their consumer perceptions and sensing about their product, so, it was an important part to make Coca-Cola product. (Gary Armstrong& Philip Kotler(pg242) In addition, the constituents of branding such as both tangible profit such as quality and reliability, moreover, intangible profit may bring out whole selection of feeling like position being elegant or possessing good view by purchasing a particular brand. (Isobel Doole and Robin Lowe) Therefore, this is why why Coca-Cola emphasis on branding that helps to Creates "brand awareness" among the consumers and brings out the feeling of possessing good judgment so that the brand is very successful in Malaysia market.
The packaging of Coca-Cola using in Malaysia market, is light red in color to be on the top of product, they using aluminium tin to be soft drink material and clear plastic bottle. (http://www. thecoca-colacompany. com/brands/index. html).
Labeling was a variety from simple tags mounted on product complex visual that become a part of the deal, and where the product made and how to use it are protection. ( Gary Armstrong& Philip Kotler (pg239) The labeling of Coca-Cola using in Malaysia market, was to identify the merchandise using material and element.
Furthermore, the labeling show that Coca-Cola to confirm as a 'Halal' drink product at Malaysia social make reference to (appendix 1. 2), it bottom on an exterior evaluation theory of Michael Porter 'Infestations' public strategy (Stuart Wall structure &Bronwen Rees2004).
As mentioned above, the reason is Malaysia as a Muslim country the federal government control food or drink production very serious, therefore; the labeling of 'Halal' is very important in Malaysia market.
The second online marketing strategy of Coca-Cola using in Malaysia is Price. Price is the aspect where of Coca-Cola Company use and it was the amount of money charge for the product. (Gary Armstrong& Philip Kotler pg 291) Coca-Cola setup the prices in Malaysia market, which is using normal and reasonable pricing to appeal to Malaysia consumer, make reference to (appendix 1. 3) show that the four types Coca-Cola selling price on Malaysia market. The way of the price that influences demand of Coca-Cola is impact by some factor like stretchy demand and inelastic demand.
Refer to graph (1) show that flexible demand of the price was hypersensitive; so, the sales amount increase significantly as price is lowering. (Isobel Doole and Robin Lowe pg386) Normally, refer to graph (2) inelastic demand suggest the merchandise is under have no increase, lower correspondingly with a fall, or climb in the price. (http://www. businessdictionary. com/definition/inelastic-demand. html )
Graph (1. 1) Elastic Demand Graph (1. 2) Inelastic Demand
As an outcome, make reference to graph (1. 1) Coca- Cola was under stretchy demand product, so they place the purchase price are basic on Malaysia market path. Before Coca-Cola create the price, they need to determined well suited for prices in international market and consider the options available in establishing specific prices.
By distinction, Coca-Cola arranging their price which to basic on stabiles the competitive position within the marketplace, to penetrate the the marketplace by implementing an aggressive technique to increase market share, to reflect dissimilarities in the identified value and performance of competitive product and prevent or discourage new entrants on the market, corresponding Isobel Doole and Robin Lowe (2008). As stated above, graph (1. 1) show that Coca-Cola is delicate of price changes in Malaysia market. Because Malaysia market has several of the soda competitors make reference to( appendix 1. 4), and their product price which under RM1-RM2 in Malaysia market; hence, if Coca-Cola set up their price above from competition, the consumer may easily replace to other product, so that Coca-Cola has to set the purchase price around competitor price in Malaysia market.
The third marketing strategy of Coca-Cola using in Malaysia is Place. Place, which is important section portion of Coca-Cola to functioning their market. Because of place can be involved with various ways of transporting, saving goods, and then making the merchandise available for the client, hence it getting product to the right place at the right time consists of the circulation system. Furthermore, the decision of syndication method will rely upon a variety of circumstances and become more convenient for some manufacture to market to wholesalers who then sell to suppliers, while some will prefer to sell directly to merchants or customers. (http://www. thetimes100. co. uk/theory/theory--marketing-mix-(price-place-promotion-product)--243. php )
Coca-Cola was using the transporting system to sending their product to the offering devote Malaysia market. Often, Coca-Cola also create some soda machine across the bus place to let consumer easy to get there product. Because Coca-Cola create delicate machine around public places; so, it may let Malaysia consumer no problem finding their product.
Coca-Cola commercial with F&N Company, become F&N Coca-Cola (Malaysia) Sdn Bhd to create factory to producers and distributes soft drinks in Malaysia. (http://investing. businessweek. com/research/stocks/private/snapshot. asp?privcapId=6464014 ) In addition, Coca-Cola that is using 7-11 stores, hypermarket and retail supermarket etc, to deliver product. Because Coca-Cola corporate with Malaysia businessperson to offering Coca-Cola, so, the businessperson could also indirectly let Coca-Cola, have location to sell their product entirely Malaysia. Often, Coca-Cola could also using Theatre and restaurant being places to reselling their product in Malaysia market. Because of Coca-Cola using hypermarket store and restaurant to market their product, hence, it was a best destination to sell their product in Malaysia market.
The last online marketing strategy of Coca-Cola using in Malaysia is promotion. Promotion is an important element to supporting Coca-Cola setup operating in Malaysia. Campaign major function, that is to market and connecting with the public also to influencing consumer toward buying products. (http://sbinfocanada. about. com/cs/marketing/g/promotion. htm) Corresponding to Gary Armstrong& Philip Kotler, claim that promotion as a promotion mix that include advertising, sales promotion, public relation, push and draw strategy.
Firstly, the campaign mixture of advertising that was any paid from of non-personal presentation and promotion of ideas, goods, or services by an determined sponsor. Furthermore, advertising can reach of geographically disperses buyers at low priced per coverage, and it enable owner to repeat a message many times (Gary Armstrong& Philip Kotler 2007pp387). Coca-Cola was efficiently to promote their advertising in Malaysia, because they using television media, newspaper, mag and internet marketing to publish their product and duplicate many the perfect time to consumer, so, Coca-Cola to establish a good advertising by advertising. Such as for example, Coca-Cola will using Malaysia culture and lifestyle to be ad title to showing Coca-Cola have good marriage with Malaysian. In under developing country Coca-Cola practice radio and newspaper to advertising their product. Associated with under develop country was poverty, hence, Coca-Cola using radio and magazine to promote their product. Coca-Cola except using radio and magazine to promote their product within developing country, they also can use signboard to advertise Coca-Cola.
Secondly, the advertising mix that of sales advertising which means that short-term incentive to encourage the acquisitions or sales of a product. Otherwise, sales campaign that was include a wide assortment of tools such as coupons, competition, cents-off deals, monthly premiums and other which have many unique features. Because of sales advertising are attract consumer to attention offer strong incentive to purchases; therefore, it can boost the sale volume level. (Gary Armstrong& Philip Kotler) Malaysia is multiple nations and the Malaysian has different culture celebration to remember, so; the best period of Coca-Cola to utilize sale advertising strategy in Malaysia market is when they remember their event.
Otherwise, Coca-Cola corporate and business with MacDonald to market the carbonated drinks with its popular burgers and fries, and the handshake still includes the Coca-Cola "contract" with McDonald, therefore; Coca-Cola are indirectly to promote their product to Malaysia consumer. (http://www. marketwatch. com/story/mcdonalds-shakes-up-coke-tries-new-drinks )
Thirdly, the promotion mixture of public marriage means the public relationship is very believable like media experiences, features, sponsorship, event it seems more real and believable to readers. Otherwise, public romance can also be in a position to reach many potential customers that avoid salespeople and advertisements, as the subject matter reaches the clients as "news" alternatively than as a sale- directed communication. (Gary Armstrong& Philip Kotler) Coca-Cola was using new report and sponsorship to promote their product in Malaysia market. When there is any sport game competitions, Coca-Cola is a sponsorship to sponsor the sport team. Furthermore, Coca-Cola may also create news experiences to let Malaysian know well they product.
On the other palm, marketing expert can choose from both basic of advertising mixture to be 'push' and 'draw' strategy on advertising. The relationship focus on the specific advertising tools is different for thrust and pulls strategies. Press strategy that include pushing the merchandise through marketing stations to last consumer and the producer directs its marketing pursuits like primarily personal advertising and trade campaign, however; draw strategy was make the designer directs its marketing pursuits like mainly advertising and consumer promotion toward final consumers to add them to buy the product. (Gary Armstrong& Philip Kotler 388)
Coca-Cola was choosing the advertising and general public relationship to apply in drive and yank strategy in Malaysia market. In advertising Coca-Cola was using pull strategy, like television set media, magazine to market their product. Because of pull strategy are make Coca-Cola efficiently directs marketing to generally advertising in Malaysia market, hence, it appeal to consumer to buy their product (Gary Armstrong& Philip Kotler). Because Malaysia is developing country and the Malaysia consumer have financial power to purchases tv, so Coca-Cola take strategy of using tv media to market their product is benefit affect to Coca-Cola.
In comparison, Coca-Cola using push strategy in public romantic relationship, of sponsorship to sport game competition or charity activity to promote their product. Due to drive strategy was include pressing the merchandise in marketing channels to final consumer and Coca-Cola can directs to do marketing activities in Malaysia market, like generally personal offering and trade promotion; so, thrust strategy may help Coca-Cola achieve more promotion consequence. (Gary Armstrong& Philip Kotler) Because of Coca-Cola was using drive strategy of general population relationship to do charity activity and event to catch the attention of Malaysia consumer, so, Coca-Cola can simpler to promote their product in those activity.
The first recommendation in international marketing strategy of product using Coca-Cola in Malaysia market for the returning years is where Coca-Cola may target in the changes of "Renewable issue" of the packaging materials. Because nowadays some developer is doing "Green issue" in their operation; so, Coca-Cola could also practice green issue in the packaging of the merchandise. Coca-Cola can promote the green issue knowledge to Malaysia consumer and sending the message that Coca-Cola product is advocate in renewable issue and their product can be recycles. In addition, Coca-Cola can use rewards solution to attract consumer to join green concern activities in Malaysia market where if any consumers who sign up for the recycle activities, they can get one free Coca-Cola by recycling ten unfilled metal tin of Coca-Cola. Furthermore, Coca-Cola also can corporate with hypermarket to promote, reclaim the soda plastic container and light weight aluminum tin.
The second advice in international online marketing strategy for price of Coca-Cola in Malaysia market for the approaching years where, Coca-Cola can produce low calorie of Coca-Cola to appeal to consumer and the purchase price is identical to original Coca-Cola. Furthermore, Coca-Cola also can produce mini size Coke to consumer and arranged the purchase price under RM0. 50 in Malaysia market to draw in their customer.
The third recommendation in international marketing strategy for place of Coca-Cola in Malaysia market for the returning years where Coca-Cola can put more soda machine around the public places to let consumer no problem finding and purchase it there product, like put at university, shopping complex and taxi stop.
The last advice in international online marketing strategy for campaign of Coca-Cola in Malaysia market for the approaching years, where Coca-Cola can using discount voucher to entice consumer buy more their product, for example purchase 12 bottle get 2 free Coke. Normally, Coca-Cola may able to using surprise to be focal campaign to get consumer to purchase their product, for example buy one bins of Coca-Cola can get Coca-Cola limited release item. Coca-Cola can corporate with Malaysia hypermarket to execute lucky draw activities and event to catch the attention of Malaysia consumer to buy their product. For example, when consumer buys Coca-Cola they could have chances to join the lucky draw competition to gain cash or expensive product.
As a finish, Coco-Cola is a higher potential product in Malaysia market and they were successful to using presently marketing mix to use in their product. In any other case, for the year ahead Coca-Cola increase the future change marketing mix technique to their product it could decline to high level position and the Coca-Cola sales revenue may also increase more in Malaysia market.