Corporations have different means of marketing their products and ensuring that they meet consumers’ needs. Recently, I purchased Fanta from Walmart supermarket. I was thirsty, and I needed a non-alcoholic beverage to quench my thirst. I consumed the product, and it satisfied my needs. Fanta offers a glimpse of Coca-Cola’s marketing strategy; therefore, it is essential to evaluate its marketing mix.
Fanta’s Marketing Mix
Product
Fanta as a product satisfies consumers’ needs. Kareh explains that product analysis is based on its design, packaging, and variety in the marketing mix. The beverage has a wide variety of designs and flavors. For illustration, apart from the orange taste, the product line comprises pineapple and passion flavors. Equally, the product packaging is customized to meet consumers’ needs. Fanta comes in bottles and cans; thus, providing alternatives for consumers. Summarily, Fanta meets consumers’ tastes and preferences.
Price
Fanta’s pricing is viable to consumers. Pricing is essential in marketing since it determines how much consumers have to pay to consume the product (Kareh). Fanta is relatively affordable to all social classes. When compared to its competitors, such as Mirinda, it is expensive. However, its quality is higher than the latter; thus, making it a preferable option. Indeed, Fanta’s pricing is consumer-friendly.
Position
Fanta is readily available to consumers. Kareh elucidates that a product’s accessibility to consumers improves its competitive advantage in the niche market. Fanta Orange is available globally (Kumar 9). Therefore, customers can easily access and consume the product. Summarily, the product is readily available to consumers.
Promotion
Fanta’s promotion strategy ensures that all consumers are conversant with it. Advertising offers critical product information to existing and potential consumers. Kumar (10) explains that Coca-Cola products are advertised online and offline. As a Coca-Cola product, Fanta is marketed on the firm’s adverts. Therefore, all the prospective consumers get conversant with the product.
The Degree in Which Coca-Cola Incorporates the 4Ps of Marketing
Product
Coca-Cola’s products satisfy consumers’ needs. The corporation offers a wide range of high-quality products globally. These beverages have extensive product lines; soft drinks, hydrations and water, juices, dairies, coffees, and teas (Kumar 10). For example, the firm produces Fanta, Sprite, Coke, and Diet Coke as variations in soft drinks, thus, gratifying consumers’ tastes and preferences. Kumar highlights that these products have unique and appealing designs (8). As a result, consumers purchase them since they love these designs. From my experience, I prefer Coca-Cola’s products to Pepsi’s since the former taste better than the latter. Summarily, Coca-Cola’s products gratify consumers’ tastes and preferences.
Price
Coca-Cola’s products are cost-friendly. The corporation has ensured that its products are affordable when it comes to product pricing since it employs cost-based pricing (Kumar 10). When I bought Fanta, it was slightly more expensive than Mirinda’s orange flavor by $5. However, I was willing to pay more for the product since it is of top-notch quality. Equally, the product has consistent prices. I bought a two-liter bottle this year and last year at approximately $2. The consistency in the firm’s pricing makes it a good brand. Concisely, the company’s pricing is viable to consumers.
Promotion
The company advertises its products online and offline. Kumar pinpoints the Coca-Cola formulated activities that promote its products both online and offline (10). I have come across Coca-Cola adverts on different social media platforms. When I watch a video on YouTube, Coca-Cola’s short advert is displayed for a few seconds. Equally, television channels display the firm’s advert during commercial breaks. With these channels, the firm advertises its products globally. Similarly, I have come across the firm’s adverts on billboards. These billboards are massive to ensure that the advert is visible to all customers. Concisely, the corporation markets its products offline and online.
Position
The company’s positioning strategy ensures that its products are readily available to consumers. Kumar (9) explains that the firm’s products are available in over 200 states. The global presence facilitates the company to avail its products to the existing and prospective consumers. Equally, the company utilizes the core and the Spoke distribution models to enable entry into rural areas. These channels ensure that consumers within rural areas have access to the firm’s products. When I visited Africa, I was thrilled to find the firm’s goods in rural areas. Indeed, the corporation’s positioning strategy facilitates customers’ access to its products.
The Basic Needs That Fanta Satisfy
The product satisfies psychological needs in Maslow’s hierarchy of needs. Hopper explains that psychological needs are the basic physical needs that the body requires (1). These needs include sleeping, quenching thirst, and eating. As a soft drink, Fanta gratifies individuals’ thirst. Therefore, since it offers gratification to consumers’ physical needs, the product meets psychological needs in Maslow’s hierarchy of needs.
Personal Reaction to the Product
Fanta satisfied my needs and met my preference for soft drinks. When I purchased the product, I expected ultimate satisfaction from the sweet orange flavor. The cold canned Fanta orange satisfied my needs since it quenched my thirst. Equally, I enjoyed its orange flavor. I highly recommend the product to other non-alcoholic beverage consumers. Indeed, I was satisfied with the product.
Conclusion
Overall, Fanta meets the 4Ps of the marketing mix; place, promotion, price, and product. For example, it is readily available globally. Equally, its manufacturing company, Coca-Cola, meets all the 4Ps. For example, when it comes to promotion, the corporation advertises its products online and offline. In Maslow’s hierarchy of needs, Fanta satisfies psychological needs since it quenches consumers’ thirst. In my perspective, Fanta is a viable product that all individuals should consume.
Works Cited
Hopper, Elizabeth. “Maslow’s Hierarchy of Needs Explained.” ThoughtCo, ThoughtCo 24 (2020).
Kareh, Ahmad. “Evolution Of The Four Ps: Revisiting The Marketing Mix”. Forbes, 2018, https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=5c5dc1761120.
Kumar, Dr Manoj. “Marketing and its Application: Case Study of Ella Drinks Ltd: Comparative Analysis with Coca-Cola.” Available at SSRN 3595239 (2020).
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