1. What is the message that Coca-Cola has adopted in its advertisements?
That coke is part of life and it brings everything from fun to money and women.
2. How has Coca-Cola’s target market changed overtime?
They have had to keep with the theme of the generation that they are targeting while trying
to make it look like they aren’t targeting anyone.
3. The successful formula for ‘Coke’ is not the ingredients of the drink but its superior selling
techniques.’ Do you agree or disagree with this statement? Give reasons for your answer.
Agree, people will be interested in trying anything that looks cool and new, but they won’t
try anything that they have never heard of.
5.What are the advantages to The Coca-Cola Company in diversifying and selling fruit juice
products.
They will be able to sell Coke items to children who are to small to have caffeine or whose
parents won’t let them. So they will be getting more money out by targeting the markets
which have barley any income.
6.Select three selling techniques used by The Coca-Cola Company and explain how each one
helps the company increase its sale.
Product development gives Coke more areas to sell in and will interest people in something
new. Product promotion helps Coke get its new products out there and emphasise its taste
so that sales will go up. Product Differentiation Having different types of bottles interest
people and making the bottles biodegradable will help people buy the product who have a
green thumb.
7. Select a product or service with which you are familiar. Research and prepare a report on the
selling techniques used by the business.
8. A business can have a product’s name or symbol registered as its trademark. The ‘Dynamic
Ribbon’ device and the Contour Bottle are trademarks of The Coca-Cola Company.
(a) What is meant by the term ‘trademark’?
The symbol by which the product is best known by.
(b) What icon is used to show that the name or symbol is a registered trademark?
TM
(c) Why would a business want to protect its trademark?
So that other business can’t steal customers thinking its yours.