Task 1 (P1)
Describe how marketing techniques are used to market products in two organisations.

Coca-Cola;

- Product Development
- Branding

Based in America, Coca-Cola have been selling beverages for 125 years and to this day they now have more than 500 brands and 3,500 beverage products and sell 1.7 billion servings per day in over 200 countries. In 2010 they turned over $35,119 million. Its slogan is ‘Enjoy!’ http://www.thecocacolacompany.com/ourcompany/ar/pdf/TCCC_2010_Annual_Review.pdf

Product Development as a marketing technique is where a business develops a new product to sell to existing customers. Such as, if a customer buys a Playstation game and then buys the expansion pack that offers more content this would be an example of product development. - Business Studies BTEC Book Level 3 – (Bevan, Coupland-Smith, Dransfield, Goymer, Richards) 2010

Coca-Cola do this by expanding their beverage portfolio, producing products like, Fanta, Sprite, Powerade and more recently Minute Maid Juices. Also by aiming existing products to a new target market, for example Coke Zero and Diet Coke. Diet Coke is targeted at and marketed to a female audience. In the advertisements for Diet Coke they feature attractive men looking at the women drinking the product, this appeals to the female market because they can still enjoy the taste of coke, minus the calories. Coca-Cola has introduced Coke Zero to appeal to male consumers, which has now been selling for 5 years.

Although the product is almost exactly the same, they changed the packaging and the image to appeal to a male target market. Coca-Cola has so far invested £22.7m in marketing Coke Zero by sponsoring ‘Wayne Rooney’s Street Striker’ and a campaign that includes the rebranding of Coke Zero as Zero Zero 7 to reflect Bond's 007 code name, by showing the beverage in a masculine way they are appealing to