Coca Cola and Lynx Marketing Essay

2470 Words 10 Pages
Coca Cola and Lynx Marketing


Introduction

We have been given a work placement with a local marketing firm who
have accounts with a number of clients. Each client is engaged at
various stages in the product development process. We are to analyse
two products of our choice then propose and suggest appropriate
segmentation criteria, then for one of those products devise a
suitable marketing mix. We are also to describe how aspects of buyer
behaviour can impact on the consumers in the target markets.

Task 1

The two products we have chosen are, Coca Cola and Lynx male body
deodorant, for these two products we will recommend appropriate
segmentation criteria. The purpose for segmenting a
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Due to this research
Marketers can respond a lot more effectively to increases from
competition by defining customer's needs. By defining customers needs
the decision makers of an organisation can define objectives and
allocate resources a lot more efficiently.

Coca Cola and Lynx

More than a billion times every day, thirsty people around the world
reach for Coca-Cola products for refreshment. Their promise to the
consumer is to deliver the highest possible quality. It involves a
worldwide, yet distinctively local, network of bottling partners,
suppliers, distributors and retailers whose success is paramount to
their own.

Lynx values the total deodorant market at €38.4 million. Male
deodorant sales are growing by 5.0% p/a. Lynx dominates the male
deodorant market with a 52% value share, and with men now becoming
much more image aware these figures are sure to increase in the
future.

A SWOT analysis is a useful means of examining the relationship
between an organisation and its marketing:

Coca-cola

Strengths: Is the pioneer of the soft drink industry also they are the
benchmark to which all over companies in the market operate. They work
on a broad worldwide basis.

Weaknesses: Is considered to be unhealthy in an ever conscious health…

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