The paper “ Consumer Perceptions of Coca Cola’ s Carbonated Drinks Following the Recent Health Awareness Debate" is a breathtaking example of a research proposal on marketing. The Coca Cola Company is a US-based multinational company that was established in 1892 by Asa Candler, whose main headquarters is in Atlanta Georgia (The Coca Cola Company, 2012). The company specializes in the production, retailing and marketing of syrups and non-alcoholic beverage concentrates. In the financial year ending 2010, the Coca Cola Company registered annual revenue of more than thirty-five billion US dollars, a net income of close to twelve billion US dollars with an operating income of 8,449 billion US dollars as highlighted by The Coca Cola Company (2012).
In the same financial year, the company had total assets of more than seventy-two billion US dollars with total equity amounting to 31.317 billion US dollars with a workforce capable of 139600 employees. COR et al. (2011) note that in the year 2010, the company was declared the first brand to surpass the one billion pounds mark in annual grocery sales in the United Kingdom. Coca Cola company undertakes its operations through a franchised distribution system where it produces the syrup concentrate that it sells off to varied bottlers around the globe, who have an exclusive territory.
According to The Coca Cola Company (2012), the company’ s mission is to refresh the world, to inspire moments of optimism and happiness and to create value and make a difference while the company vision is to create sustainable people, profits, portfolio, partners, planet, and productivity. Following an analysis of the company’ s products, prices, positioning, packaging, promotion, and place, there were elements that were unique to Coca Cola in regard to these marketing aspects, which allowed for the establishment of existing and potential opportunities for the company in the both domestic and international market.
In regards to products, Coca Cola has a wide range of product offerings ranging from soft drinks, energy drinks, sports drinks, water, teas and coffees, and juice drinks among others. For the soft drink production line, Coca Cola produces Fanta, Coke, Sprite and Diet Cokes (COR, et al. , 2011). In regards to packaging, the Coca Cola soft drinks come in varied bottle sizes which range from standard size of returnable bottles of 300 ml, 500 ml, and one liter, and similar measurements of disposable plastic bottles as noted by The Coca Cola Company (2012).
The Coca Cola products also include 330 ml tin packs. Conclusively, all the aforementioned products are packed differently in standard bottle shells, bottle packs, and crates. In relation to prices, Coca Cola is faced with stiff competition from its major competitor Pepsi Company and as a result, the pricing strategy adopted by the company is meant to ensure that it sustains existing customers while attracting new ones.
Prices on Coca Cola products are applied to take into consideration the competition forces as echoed by COR et al. (2011). Be it as it may, the prices are standard globally and they vary very slightly with price changes occurring once in along time, say annually. The recent financial and economic downturn has seen prices on Coca Cola products increase, with a bid to counter the high cost of production.