Coca-Cola uses direct marketing strategies like partnering with restaurants and theaters to ensure their drinks are the only option offered, forcing customers to buy Coke products. They also sponsor many sporting events globally. For sales promotion, Coke focuses on consumer promotions like optimal shelf positioning and discounts, and trade promotions like discounts to retailers and return allowances to keep retailers purchasing Coke over competitors.
8. Direct Marketing
• Coca-Cola uses direct marketing in many ways. First, the company forms
partnership with various restaurants, movie theaters, hotels, etc. to carry its
product.
• This way, when a customer orders a drink the only brand they are offered is
Coca-Cola, which forces them to buy a drink from that brand. By doing this,
Coke forces out other competition , and keeps the restaurants, or other
businesses, purchasing their product over and over again. E.g. McDonalds.
• Coca-cola also sponsors various sporting events in India and around the world in
events like Cricket, Football and Motor Racing etc.
9. Sales Promotion
Coca-Cola promote their sales by two
sights>
Consumer Oriented sales promotion>
1.Getting Shelves
2.Eye Catching Position
3.Under the Crown Scheme
Trade Oriented sales Promotion>
1.Discounts to retailers and stores
2.Return back allowances
3.Free goods or free tours
