Marketing Mix the Marketers to Term Paper

The most extensively used type of promotion is advertising which can be delivered through a lot of channels like TV, radio, printed magazines, theatres, outdoor media like billboards, hoarding, posters and Point of Purchase (POP). The Internet in the recent years has also become a potent media option for the marketers as also cell phone users through SMS. The particular segments of society which are marketing segments being targeted will influence the categories of media selected, as will be the cost. For a computer manufacturer, the right media will be the computer magazines through which it can target the computer users. A sales promotion is devised to push new and repeat sales. Similarly loyalty cards, give-away gifts, running competitions and voucher schemes are the most popular. Using sponsorships and public relation exercises are employed by the companies to improve their image in the minds of consumers, especially by way of sponsoring sporting events, the arts and public information services. (The 4Ps and the marketing mix)

Coca-Cola - the global brand is a product which is positioned appropriately as a refreshing drink. A forceful message is directed to the consumer regarding how the product is being positioned in the market place. The brand personality of Coca Cola shows the positioning of its brand. The procedure of positioning a brand or a product is an intricate managerial job and should be performed through the use of the all the components of the marketing mix. Positioning remains in the mind of the consumer and can be portrayed as how the product is considered by that consumer. Through capturing the speed and liveliness of the Coca Cola brand and by indicating the energizing characteristic of the drink, a powerful message is directed to the consumer regarding the manner in which the product is being positioned in the market.(The 'Coca-Cola' Brand and Sponsorship) lot of people view Coca-Cola as a part of their routine life. This strong empathy between the brand and the consumer results in a high degree of loyalty and renders the purchasing decision simpler. It is through brand positioning that the company's advertising which comes under promotion will be communicated, whereas the character statement guides the manner in which the message must be delivered to the target consumers. The promotional part of the 4P is made by making the public conscious of the existence of the company, and uphold the good name and image of 'Coca-Cola' by publishing press releases, organizing news conferences and making aware the public regarding the activities of the company. As Coca Cola possess a strong brand personality, it has come to be a medium for promotion in its own right, sponsoring a lot of events both on an international and local level. Coca Cola has since long been related with global events like the Olympic Games, the FIFA World Cup etc. (The 'Coca-Cola' Brand and Sponsorship)

These days marketing is moving a lot closer to the consumer. Companies are no more asking the input of the consumer after they have made the product or completed the service. They are asking much more, and the consumer is taking note of it. Customer value and relationships ought to be the focus of an organization's marketing campaign. (Marketing)

References

Chulick, Ben. "Marketing" Retrieved at http://www.msu.edu/course/prr/473/oldstuff/Marketing.htm#defAccessed on 15 January 2005

Kotler, Phillip. (July 19, 1999) "Marketing Management" Prentice Hall.

The 'Coca-Cola' Brand and Sponsorship" Business 2000: Case Study. Retrieved at http://www.business2000.ie/cases/cases/case6.htm. Accessed on 15 January 2005

The 4Ps and the marketing mix" Retrieved at http://www.bbc.co.uk/schools/gcsebitesize/business/marketing/marketingmixrev2.shtml. Accessed on 15 January 2005.....