A vertical marketing system is a method of availing goods to be marketed by integrating all the members in a supply chain. This includes distributors, wholesalers, and retailers; they all work in tandem to ensure customers’ needs are met. Horizontal marketing is a collaborative venture between two unrelated companies for the purposes of jointly marketing their products.
The Coca-Cola Company utilizes the vertical marketing system since it has bottlers around the world who buy the Coca-Cola concentrate, add filtered water and sweetener and package it in bottles. They distribute and sell the product to Coca-Cola retail outlets. This represents an integrated supply system that is synonymous with vertical marketing.
Further research on topic
- The Coca-Cola Company’s Marketing Strategy Challenge
- Coca-Cola: Strategic, Marketing Plans and Opportunities
- Coca-Cola’s Marketing Strategy and Product Success
- Coca-Cola Company’s Marketing Plan and Performance
- The Coca-Cola Company’s Marketing Communication
- Coca-Cola Company and Its Marketing Strategy