The success of a product II

Well, I was put every day a post but will, we will make it big, I'll put all in a row, I hope that even dedicate much time to read it,

Variables marketing mix or 4 P's (Price, Communication, Distribution, Product / Price, Promotion, Place, Product)

The variable product (Product) has gone analyzed in the previous post , so let the following variables.

Distribution (Place)

Distribution is one of the key aspects of a new product, and the variety of channels such products is very wide, but for a new product may involve some restriction or difficulty, which a priori Aquarius had an advantage over other products:

• Channel Power: Retailers can put multiple locks or reluctance to new products, but being a product of the Coca cola seems that barriers may be less than the time to publicize the new product.
• Vending machines: A lot of machines with only Coke product so that the introduction of a new product does not appear to be expensive m, simply dedicating a slot machine
• Restoration: A few places are those that do not have Coke as a major part of its bid, so a priori, a brand able to exert some influence, should not cost mcho introducing a new product.

Price (Price)

Curiously for a new product is priced higher than its competitors, which may seem inconvenient for a new product, it is clear that in light of the results is not here.

Communication

In previous campaigns Slogans have always been used to refer to the sport, the movement:

Aquarius, the Olympic boost
With Aquarius nothing can stand

A comprehensive strategy for communication

Sponsorship of the Olympic Games in 92 (Olympic official drink)

Use of Aquarius by doctors. (Prescribers)

In the ad shown above (2004) uses a very aggressive slogan:

Is it the end of the era of marketing?

Is this the beginning of the era Aquarius?

Use of Music in the years 1969 - 1970:
Let's the sunshine (Symbols of peace, love ...)

Orientation

The guidance has been derived as above is clear guidance to the consumer:

Is it the end of the era of marketing?, Try to create a confusion between Marketing and Advertising:

After 1 year without TV advertising is consumed 38% more.

It is no coincidence, since that was because Coke in 2003 launched a similar drink: POWERADE by another big campaign, so as not to confuse the consumer is left to do TV ads of Aquarius, the same So Coke also is focused on market entry of new products such as Diet Coke with lemon.

Popularity: 24% [ ? ]