How important is promotion in Coca Cola's marketing mix?
How important is promotion in Coca Cola's marketing mix? Fig.1, The Coca Cola Company, Here we see the distribution of Coca Cola products. The red Coca Cola truck supports Coca Colas strong and recognised branding that is distributed across the world. Coca Cola’s promotion plays an important role in its marketing mix. The company uses ATL, BTL and Digital Channels for creating awareness and promoting their products (Heart of Codes, 2018). Over recent years, competition has grown more intense between the soda brands and has led to greater spends on marketing to drive higher sales and revenue. In 2018, the marketing expenditure grew 100 million to $4.1 billion. It utilizes both traditional and modern channels to promote its brand and products (Pratap, 2017). Coca cola follows an aggressive marketing strategy through multiple channels such as TV, radio, print and sponsorship. This targets a mass audience which increases brand awareness, visibility and customer loyalty (Heart of Code