Name: Nicoll Manuela Camargo Blanco

Final Exam:
1. Quoting the definition of Marketing by Kotler and Armstrong, how this
concept was applied in the campaign? and explain why?
According to Kotler, in 2018, marketing is a process by which companies create
value for the customer by also building a strong relationship with the customer to
capture customer value in return. So this concept can be seen in Coca-Cola's
campaign since it is an innovative idea applied to the daily life of the public, which
managed to have a close and strong relationship with the product and the brand,
fulfilling the delivery of the value proposition and creating a strong relationship
between the consumer and the brand.

2. Analyse the marketing plan executed in the campaign in terms of Product

Development, inferring how the company created the Product Idea, the
Product Concept and the Product Image.
By carrying out such a big and innovative campaign, Coca-Cola opened our eyes
again. This brand surprises us more and more with its ingenuity and way of
promoting a product. This generated value in front of the customers and had a direct
relationship with them in a different way.

3. Infer and explain, what kind of Price Strategy, could be used in the campaign
at the moment to put the product in the market? and why?

Coca-Cola could use the following Market-Skimming Pricing strategy at the time of
product launch, as it involves companies setting high initial prices at the time of
product launch. Since Coca-Cola is a big name company that invests too much
money in its marketing plans, which gives the customer a perspective of the value
of the product, as well as the quality of its drinks, the customer will not have any
problem paying a certain amount of money for products of this brand.

4. Explain how the company could develop the Place/Distribution Strategy of the
product, to guarantee the advertising campaign’s value proposition, and why?

Coca-cola must first establish strategies such as distribution, coverage, assortment,

location, inventory and transportation since these are important aspects when
putting a product on the market since if these strategies are not considered how to
handle, Evidence of lack of the product at the physical points of sale for
consumption
5. What is a Promotion Mix, and how this concept and its tools were applied in
the campaign’s performance?

A promotion mix is a fundamental part of marketing strategies because product

differentiation, positioning, market segmentation and brand management, among
others, require effective promotion to produce results. It is possible to notice the
presence of this tool in the campaign since we notice specifically for whom the
product is directed and that the product is different and its colors and the marketing
plan imply that it is a good product.