Ch. 15 - Marketing Communications

Coca Cola has pricing strategy as a competitive advantage. Despite the high popularity of the brand, it has priced its products competitively, the important reason is that it has made its products more affordable and accessible. This gives the brand access to a very large customer base throughout the globe. Its products are available in various packages suited to various types of needs from 500ml to large 2 and 2.5 lt family packs.