Chapter 14: Marketing Channels and Retailing

Retailing 

Retailing is all the activities directly related to the sale of goods and services to the ultimate consumer for personal, non business use. The Coca Cola company retails are divided into ownership, level of service, product assortment and price.

The ownership of the coca cola company is a franchise, owned and operated by individuals but are licensed by a larger supporting organization.  The level of service for coca cola is a full service depending on the vending machine and if you want an installation of the vending machine it is a delivery by the company. The product assortment is based upon the location of the coca cola beverage being sold. The price of coca cola depends on the location and ounces of the bottle or can.  Coca Cola uses promotional pricing strategy, the price is below the listed price for a temporary period to increase the sales.

The Coca-Cola company retail operation are supermarkets, specialty stores (Burlington Coat Factory), and department stores (Macy's).

Marketing Channels

Coca Cola has various marketing channels, it has been successfully producing around the world. Some of the marketing channels are your convenient stores such as CVS pharmacy, Rite Aid, Walgreen's and Duane Reade. Other types of Coca Cola channel are the vending machines or self service slot machines, hotels, cafes, restaurants and entertainment zones (theme parks). The famous Coca Cola Store in Las Vegas is the main marketing channel for the coca cola brand.

The Coca Cola company is a spatial discrepancy, it has a numerous European bottlers. The market of Coca Cola is scattered worldwide which contributes to its intensive distribution. Coca Cola has the product available at any location worldwide, you can buy coca cola in vending machines, deli stores, supermarkets, the food stands and populated areas, shopping malls or food centers.