Marketing Essential

This presentation provides an overview of the essentials of marketing, including the marketing mix, marketing plan, and the importance of marketing in reaching a large consumer base. It also includes a comparison between Coco-cola and Pepsi, as well as a marketing budget.

Marketing Essential

Table of ContentTable of Content
 Introduction
 Marketing Mix
 Marketing plan
 Conclusion
 References

Introduction
Marketing is an chain of activities undertaken by an organisation to
promote purchasing and selling of products and services. In marketing
includes selling, advertisement and deliver right kind of products at end
user of a business. Marketing is very much potential for an organisation
in which involves research, packaging and presenting products and
services in proper way.

Marketing Mix
Marketing is a business process used to create relationship with
customer and satisfying needs and want of customers. Marketing is
management study to build and develop relation between customer and
company which helps in increasing market share and profit for
company. Marketing is considered as a set of activities that focuses on
creating, communicating, delivering values for customers and society.

Cont...
Benefits of marketing Mix: It is a significant approach for creating
right marketing strategies for Coco-cola. It will help in implementation
of marketing strategies though effective tactics. Coco-cola can get
various benefits by using marketing mix in right way, some benefits
are explained below.
Valuable guidelines
Facilitate communication
Increase product portfolio
Differentiation

Cont...
Comparison between Coco cola and Pepsi
Coco-cola and Pepsi use different-different marketing mix strategies
for developing and promoting their products in market for satisfying
needs and wants of customer. Comparison of Coco-cola and Pepsi will
be based on 7P's of marketing mix. These 7P's of marketing mix
includes Product, price, place, promotion, people, process and physical
evidence.

Cont...
Elements Coco-cola Pepsi
Product Products of Coco-cola have formula of Coco-
cola company secret recipe. Manufacturing
of products is original and they serve high
quality vale in there products. Coco-cola is a
multi nation company and server different
range of products. It includes coke,Diet
Coke, Thums Up, Sprite, Limca, Fanta and
Kinley. It provide approx 3900 beverage
choices around world. Coco-cola is the most
popular and highest selling soft drink and
also one of the most well recognised brand in
world.
Pepsi keep basic ingredients in its products.
These ingredient are mostly common in
other products of Pepsi. This company
products contains basic natural flavour
ingredients. Products of Pepsi company are
Pepsi, Diet pepsi, 7UP, Miranda, Mountain
Dew etc. Pepsi has large number of portfolio
of products including beverages and snacks
selling its products on international level.
Pepsi snacks segment include brands like
lays, Kurkure and cheetos in great demand
Price Price of product depends upon competitors’
price. Before Pepsi enter in market, Coco-
cola was ruling market and price depends
upon cost involved in manufacturing of
product in market place. But now day more
expenses are spent on advertising of
products. So price of Coco-cola products
depends on these factors. Pricing strategy of
coca cola that it can not exceed its price or
not decrease too much in comparison to Price
of its fierce competitor that is Pepsi cola.
Pricing strategies of Pepsi is very flexible.
Pepsi also keep its competitors price in mind
before deciding its price. Pepsi is known for
downing its price very quickly whenever
required. By keeping low and flexible price,
it will attract customers and help company
in capturing market share.

Cont...
People Coco-cola is listed as one of the top
companies in world. Its has more than 700
system associate in world wide network.
Coco-cola hire well qualified employees
within organisation who can help in
achieving of company target and objective.
These people are employees of company
who help in creating and maintain strong
marketing team than its rival. People or
individual develop and implement effective
strategies.
People of Pepsi is the most important assets
for company. Pepsi value its employees and
provide recognisance and reward to
employees for their working. People are the
individuals who help company in creating
customer value and building positive
relationship with customers. Pepsi provide
proper training to its employees to develop
and enhance their skills and ability. It is
beneficial for company.
Process Process of developing product to effective
placing it into marketplace play a very
crucial role in Coco-cola company. This
company use those process which focus on
customers. For customer satisfaction, Coco-
cola develop proper research and
development program. By this process
company can identify need and demand of
customers. This will leads to build high
customer relationship.
Pepsi process of working is more focused
on designing and developing of products.
This company use high techniques and
innovative technology in manufacturing and
production of its products. It design product
is such a way that attract more and more
customer toward it. Pepsi use renewable
material in its process of manufacture
products.

Marketing plan
Marketing plan refers as a guidelines or outline of marketing strategies
which is going to be used in near future. Marketing plan of Coco- cola
includes an overview of its marketing goals, a description of current
marking position, timeline of tasks, key performance indicators for
tracking and description of target market and customers. It is basically
an overview of Coco- cola marking and advertising goals.

Cont...
Executive summary:
For introducing new product company needs to careful analyses of all
marketing strategies and evaluate marketing plan. Coco- cola is
introducing it new Fruit Juice product. Before launching this
product Coco- cola needs to identify and understand market and
customer needs.

Cont...
Overview of organisation:
Coco- cola is an American multinational corporation founded in 1892.
This company deal in manufacturing, retailing and marketing of
non-alcoholic beverages concentrates and syrups. It is founded by
John Stith Pemberton and Asa Griggs Candler.

Cont...
 Objective: To introduce variety of fruit juices in different
countries within 10 months in order to enhance business
profitability 40% more.
 Vision: Its vision is based on framework that guide every aspect
of business and continue achieving sustainability, quality and
growth.
 Mission: Coco- cola mission is create value and inspire
moments of happiness through their brands and actions.

Cont...
Market strategy: Segmentation, targeting and positioning is used in
developing marketing strategies for implementation of Coco-
cola new launched product. In this strategy company will be able
to identifying right segment to target and position it new product
in customers mind.
 Segmentation
 Targeting
 Positioning

Cont...
SWOT Analysis for Coca cola
Strength Weakness
Coca cola is one of the well known organisation that sell their
products and services at moderate price range.
On other hand they possess high consumer loyalty that helps
when they enlarge their products that is fruit juice that
ultimately helps to enlarge market opportunities.
They are highly accessible to consumers so by research about
taste and preferences of their consumers they enlarge products.
In their weaknesses consist that while launch a new product in to
market place organisation have to give training and
development to produce product as per the market needs but it
enhance cost and people feel resist while adopting changes.
They face problem of penetrating market that create hazardous
problem for them.
In recent days people become more conscious about health so in
that case sometimes hinders their sales.
Opportunities Threats
Coca cola is one of most well known brand in market so they
easily approach to new product and services that they aimed to
launch in market and enlarge business opportunities.
There are large competitors in market so they can enhance no. of
consumers apply a new product into market.
Due to fierce competition they some times lack behind and people
become health conscious day by day so that sometimes create
problem for them.
The another problem that face by them that occasionally people
prefer to consume healthy food and beverages.

Cont...
Marketing Budget
Particulars First year Second year Third year Fourth year
Initial money 8000 5000 6000 6000
Investment 12000 11000 5000 3000
Total 20000 16000 11000 9000
Marketing outlay 16000 2000 3000 9000
Promotion 3000 3000 4000 3000
Sales publicity 1000 2000 1000 5000
Direct selling 4000 4000 1000 4000
Total 24000 11000 9000 21000

Conclusion
From the above report it has been summarised that marketing is an
important tool to reach at large no. of consumer base in an
organisation. In an organisation marketing plays very much crucial
role to enlarge business opportunities by finding out gaps in
standard and desirable products and services.

References
 Mueller, J. P. and et. al., 2015. Community‐based livestock
breeding programmes: essentials and examples. Journal of
Animal Breeding and Genetics. 132(2). pp.155-168.
 Nirschl, M. and Steinberg, L., 2018. Einstieg in das Influencer
Marketing. Grundlagen, Strategien und Erfolgsfaktoren.
Wiesbaden: Springer Fachmedien.

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