Running Head: Undifferentiated, Differentiated, And Concentr

Running Head Undifferentiated Differentiated And Concentrated 1und

1 Undifferentiated, Differentiated and Concentrated 3 Undifferentiated Marketing Strategy - Coca-Cola Undifferentiated Marketing Strategy is ideal for a product or services offered to almost everyone it is similar to mass marketing. Marketers use the same message in all segment of the market. The message must be appealing to everybody; the communication is simple or general so that more people can relate to it. Coca-Cola has a wide range of brands of Sodas, Fresh Juices, Carbonated and flavor waters and mineral water which has been packaged in different forms and sizes depending on its target market. The products are packaged in Plastic Bottles, Glass Bottles, Canned and Packets for convenience of the customer.

Coca Cola logo is distinctly designed and well known in the market and it is clearly visible at its packaging and the coca cola bottles are uniquely designed (Goksoy & Ozsoy 2010). Coca-Cola Company does use pricing strategy knowns as 2nd degree strategy while working out its marketing mix. The strategy does set the price of a product based on different market segments therefore you could get the same product priced differently at different selling points. Beverage market is known as oligopoly which is characterized by many buyers and few sellers (MbaSkool, 2020). In the world market there are only two dominant players in beverage sales Pepsi and Coca Cola.

Although, Cocacola is the dominant market player with the largest market share in market segment where there is good distribution of Pepsi coke prices its products at the same price as Pepsi. Since, if its prices are higher the consumers would switch to much cheaper beverages mostly in developing countries. In segments where the two companies foresee stiff competition for purposes of ethical competition they agree to price their products the same. Coca cola does also offers discount on bulk purchases at times by packaging several beverages types or flavors and sell them at a discounted cost. Coca Cola has an extensive distribution network in more than 200 countries with a worldwide supply; this is credited to its 130 years the company has been in business.

Coca cola products are accessed by the consumers at supermarket and retail shops across the globe, the expansive outlet areas are proven by 2.5 outlets in India alone. The products are also sold in Hotels and restaurants chains world over. The supply chain starts with production of concentrates using safely guarded formulae which are transported to the bottlers worldwide. The bottler’s ships the beverages to carrying and forwarding agents who transport them to stockiest, then regional distributors and finally retail points. (Protopappa-Sieke & Thonemann 2017) Coke has also designed a reverse supply chain that’s saves them packaging costs by collecting leftover glass bottles and reuse them. Through use of Undifferentiated Marketing Strategy the company does set bench mark on branding and advertising strategy, this is what has maintained them competitive and the market leader over the years.

They use aggressive marketing through sponsorship, online advertisement, television and print media. According to (Bhasin 2018) the advertisement is global through various national languages across the world and use different characters to be able to connect with the locals at the target audience. Coca cola does support international events with worldwide viewership such as FIFA world cup, NBA, BET Network among others. Special incentives are given to distributors to push their products, retailers are also given branded fridges and supermarkets do set aside branded shelves for coca cola products visibility. References Bhasin, H. (2018). Marketing strategy of Coca cola – Coca cola marketing strategy . Retrieved from MbaSkool, (2020). Coca Cola Marketing Mix (4Ps) Strategy. Retrieved from Work type: Essay (any type) Format: APA Subject or discipline: Marketing Paper instructions: ATTACHED For Undifferentiated strategy, USE FIJI;. Once identified the company (FIJI) you must explain why you think they have adopted the particular strategy – which organization objectives have made this choice appropriate? What is the company trying to achieve by adopting this particular targeting strategy? Finally, you have to address the how, how did you inferre that they implement this strategy (the 4Ps PRODUCT, PRICE, PLACE and PROMOTION a particularly useful here)? What evidence do you have to support your claim?

Paper For Above instruction

The company Fiji Waters exemplifies an undifferentiated marketing strategy, aiming to reach a broad audience with a consistent product offering. This approach aligns with Fiji Water’s organizational objectives of maximizing brand recognition and expanding its global market share. By adopting an undifferentiated strategy, Fiji intends to create a unified brand image that appeals to consumers across diverse demographics without tailoring products to specific segments. This strategy simplifies marketing efforts and reduces costs associated with market differentiation, making it an efficient choice for a company seeking widespread distribution and visibility.

Fiji Water’s primary objective appears to be increasing global brand awareness and securing a prominent position within the premium bottled water segment. The company aims to position itself as a universally accessible luxury water brand, emphasizing purity and natural origin to appeal to health-conscious consumers worldwide. This approach encourages the company to adopt a consistent marketing message and product presentation across all markets — positioning Fiji as a symbol of purity and quality regardless of geographic location. This uniformity helps establish a strong, recognizable brand identity that resonates with a broad consumer base seeking premium hydration options.

Analyzing Fiji Water’s marketing mix—product, price, place, and promotion—provides evidence of its undifferentiated strategy. Fiji’s product offering maintains a consistent quality and branding that emphasizes its unique source from an artesian aquifer in Fiji, which is showcased globally through packaging and branding. The product’s packaging—distinctive square bottles with minimalist labeling—remains uniform worldwide, reinforcing the consistent brand image (Baker & Hart, 2016). This visual consistency supports the idea that Fiji Water does not heavily modify its product for different markets but instead relies on its distinctiveness to attract consumers globally.

Regarding pricing, Fiji Water positions itself within the premium bottled water segment, setting a relatively higher price point across markets. While prices may vary slightly depending on local economic conditions, the brand maintains a consistent premium pricing strategy to communicate quality and exclusivity (Hollensen & Opresnik, 2019). This global pricing approach aligns with the company’s goal of appealing to affluent consumers who are willing to pay a premium for perceived purity and status, supporting the undifferentiated strategy by maintaining a uniform premium image worldwide.

In terms of place, Fiji Water employs a widespread distribution network that emphasizes global reach, from supermarkets and specialty stores to hotels and restaurants in multiple countries. The company ensures its availability in key markets around the world with a focus on placement that enhances the perception of exclusivity, such as premium retail outlets and luxury hotels. The consistent availability across diverse regions supports a unified brand image and ensures accessibility for its broad target audience (Kotler & Keller, 2016).

Promotion-wise, Fiji Water employs a global marketing approach that emphasizes its natural source and luxurious image through advertising campaigns, sponsorships, and digital marketing. The company supports international events and partners with high-profile sponsorships to reinforce its premium brand positioning. Its promotional efforts are consistent across markets, utilizing similar messaging that highlights purity, sustainability, and luxury — further reinforcing the undifferentiated strategy (Doyle, 2015). All these elements combined demonstrate Fiji Water’s commitment to a consistent, mass-market approach designed to attract a broad and diverse consumer base, highlighting the efficiencies and brand benefits of undifferentiated marketing.

References

• Baker, M., & Hart, S. (2016). The Marketing Book (7th ed.). Routledge.
• Doyle, P. (2015). Marketing Management and Strategy (5th ed.). Pearson.
• Hollensen, S., & Opresnik, M. O. (2019). Marketing Management: A Relationship Approach (4th Ed.). Pearson.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.