Choose a product/service of any company you are familiar with and a corresponding customer segment. Apply the price value thermometer concept to this chosen product/service. Calculate TEV, PV, and...

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Introduction
The product or service offered by the companies incorporate many strategies for pricing and
marketing which makes the company successful in the market. There are various pricing
theories and tools which are used for better understanding the application of pricing value
thermometer over products of a company. There are generally few limitations for the
companies to go through target marketing.
In the paper, the application of the pricing strategies such as pricing value thermometer over
Coca-Cola would be studied. The strategies which are being successfully implemented to
enhance the characteristics and count of the value-based customer targets would be on count.
It includes the calculations of pricing elements like Cost of goods sold, Perceived value and
Total Enterprise Value (TEV). Coca-Cola is well-known beverage company based in U.S.
and has huge sales volume all over the world.
Market Segmentation of Coca-Cola
The company targets mostly teens and adults for its product marketing campaign because
they have higher probability of purchasing beverages which are non-fruit and non-alcoholic
as well. It advertises extensively for promotion and selling of its products by disclosing all
the real facts related to nutrition present so that parents would know and decide the frequency
with which it should be given to children. All these brand promotion and advertising
expenditures are part of the prices of the company’s product. Price plays an important role in
marketing mix by measuring the consumer needs and pushing them into the strategies so that
they can set their internal and external reference price. Multisegment targeting is used by
Coca-Cola in which there are set well-defined strategies related to prices, promotion, place
and product. It has also wide range of product lines of over 3,500 products.
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The strategies followed by Oligopoly firms like Coca-Cola is comprehensive which includes
what actually customers would like to pay for the product. The distribution, promotion and
cost of manufacturing are secondary elements to decide about the Oligopoly products. The
context of purchasing the product by the customers are based on the core dimensions as well
as the buying power which are very much required by the company to set up the final price.
TEV, COGS and PV calculations
There are few pricing elements or the costs which...