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Shanice Kwan Yau Ka (0358514)

Rahmath Fathima (Saba) (0348281)

Tan Ai Ling (0350789)

Hoh Syn Yenn (0358484)

Claire Ee Xue Ern (0350677)

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Chosen marketing concept: Production concept

Definition: Mass-production-focused brands maintain cheap prices and cater to a wide range of consumers. A narrow profit margin is associated with each item sold, but big volume sales guarantee a significant profit.

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Marketing 101 - The Five Marketing Concepts - Rock Content

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Learn the five concepts of marketing to help you drive your audience to action. These concepts are the key to engaging customer attention.

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Coca-Cola has been a catalyst for social interaction and inspired innovation, since its birth at a soda fountain in downtown Atlanta in 1886. They are committed to offering people more of the drinks they want across a range of categories and sizes while driving sustainable solutions that build resilience into our business and create positive change for the planet.

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The Coca‑Cola Company has been refreshing the world and making a difference for over 136 years. Explore our Purpose & Vision, History and more.

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With >500 brands available in >200 countries, it represents the highly available in production concept

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Production volume: 2 billion unit cases annually

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The reason why coca cola is so affordable:

Economics of scale

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Coca Cola is one of the most recognisable consumer brands worldwide, with products available in more than 200 nations and territories. Besides, Coca Cola prioritises affordability, employing strategies such as price pax mix to attract to consumers from varied economic background.

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Baek, D.S. (2023). The Coca-Cola Company: Nonmarket Strategies, Global Expansion, Environmental Controversy, and the Plastic Predicament. [online] Linkedin. Available at: https://www.linkedin.com/pulse/why-coca-cola-cheaper-than-water-high-cost-low-prices-baek--08x7c/ [Accessed 5 May 2024].

Britannica (2024). Britannica Money. [online] www.britannica.com. Available at: https://www.britannica.com/money/The-Coca-Cola-Company.

Coca-Cola (2024). About Us. [online] The Coca-Cola Company. Available at: https://www.coca-colacompany.com/about-us.

Coca-Cola HBC (2023). Supply Chain. [online] Coca-cola HBC. Available at: https://www.coca-colahellenic.com/en/about-us/what-we-do/supply-chain.

Rodriguez, A. (2022). The Five Concepts of Marketing and Understanding the Marketing Concept. [online] Rock Content. Available at: https://rockcontent.com/blog/marketing-concept/.