Comparison of Marketing Strategies: Coca-Cola vs PepsiCo

MARKETING
ESSENTIALS

CONTENT COVERED
• Introduction
• Comparison of different organization applying marketing mix
• Evaluation of different strategies
• Marketing Plan for Coca Cola
• Conclusion
• References

INTRODUCTION
Marketing is one of the most important activities of a company. It is essential for
introduction of a new product and service and communication of the same in the market.
The following presentation is based on how organizations use marketing mix elements and
how marketing plan is created for a new offering

Comparison of different organisations apply Marketing
Mix
• Marketing Mix refers to amalgamation of all the tools of marketing which are used effectively by
organisations in order to attain their business goals. Furthermore, these could also refer to a
combination of certain actions, strategies or tactics which is used by organisation to set up and
promote their offerings more effectively in comparison to other companies in the market.
• 4P's and 7P's Strategy:
• Earlier, the marketing mix included just four variables, or combinations for organisations, like
Product, Price, Place as well as Promotion. All the elements were considered quite important for
companies and were considered appropriate for product businesses.

CONT.....
BASIS COCA-COLA PEPSICO
PRODUCT
The product strategy of the company includes
diversification in its offerings. The firm is known to
have widest portfolio in food and beverage industry
which includes more than 3000 products produced
and served in the market. There are several
categories in which the company deals its products.
These variety of offerings consists of Fruit Drinks,
Fruit Juices, Energy Drinks, Diet Categories and so
forth. Some of the various brands which have quite
an effective presence are Diet Coke, Thumbs Up,
etc.
With almost 22 different brands, PepsiCo deals in a
diverse product category. Furthermore, as per its
beverages are concerned, the firm is consistent in
introducing new brands in the market such as
Mountain Dew, Tropicana, Diet Pepsi, etc. In
addition, there it product portfolio covers several
brand related accessories, for instance, drink gears,
which adds to its strategy and preference in the
market.

CONT.....
PRICE
The pricing strategy of the company is adopted
according to different geographical segment. The
firm adopts differentiated pricing strategy
depending on the country in which it operates in.
However, due to several local as well as
international competitors of the firm, Coca-Cola
has started adopting competitive pricing strategy to
stay ahead in the market.
Its pricing strategy in relation to its beverages
depends heavily on its relationship with WalMart.
It is because the latter has implemented a low-cost
strategy which influences PepsiCo to keep its
prices low. Its low pricing strategy and availability
of topmost quality products is implemented by the
company in all the areas covered by the firm.