Prior to 1960, the Coca-Cola Company produced only one soft drink aimed at the entire soft...

 

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Prior to 1960, the Coca-Cola Company produced only one soft drink aimed at the entire soft drink market. Since then, Coca-Cola has segmented the market based on diverse consumer preferences for flavors, calories, and caffeine content. To accommodate these segments, Coca- Cola now offers dozens of traditional soft drinks, energy drinks (including POWERade), flavored teas, fruit drinks (Minute Maid), and water (Dasani). Specifically, Coca-Cola Zero and Tab are aimed at calorie-conscious consumers, and Caffeine Free Coca-Cola is aimed at those who'd prefer to avoid caffeine. a) Using Coca-Cola as an example, delineate what the meaning of Product Mix and Product Line b) Very often, product lines and even entire product mixes share some marketing strategy components, what are they? Critically evaluate the importance of them. Prior to 1960, the Coca-Cola Company produced only one soft drink aimed at the entire soft drink market. Since then, Coca-Cola has segmented the market based on diverse consumer preferences for flavors, calories, and caffeine content. To accommodate these segments, Coca- Cola now offers dozens of traditional soft drinks, energy drinks (including POWERade), flavored teas, fruit drinks (Minute Maid), and water (Dasani). Specifically, Coca-Cola Zero and Tab are aimed at calorie-conscious consumers, and Caffeine Free Coca-Cola is aimed at those who'd prefer to avoid caffeine. a) Using Coca-Cola as an example, delineate what the meaning of Product Mix and Product Line b) Very often, product lines and even entire product mixes share some marketing strategy components, what are they? Critically evaluate the importance of them.

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a Product Mix refers to the entire range of products that a company offers to the market It encompasses all the different product lines and individual ... View the full answer