Marketing Essentials

This presentation provides an overview of Marketing Essentials, including the marketing mix, marketing plan, and the importance of marketing in business. It also discusses the case of Coca-Cola and PepsiCo as examples. Learn more about Marketing Essentials with Desklib.

Marketing Essentials

Table of Content
• Introduction
• Marketing Mix
• Marketing plan
• Conclusion
• References

Introduction
Marketing is very crucial in every aspect of business. It basically
involves several factors like: building profitability relations,
understanding marketplace effectively, product quality and many
others. However, for a business organisation maintaining good
customer relation is very essential in order to achieve the desired
objectives of the respective organisation

Marketing Mix
Marketing mix is basically concerned about putting right product or a
combination onto right place, at right time, with right price. It is the
foundation model which affects the overall performance of an
organisation. Due these elements evaluation of business performance is
identified and analysed.

Cont.…
Basis Coca-Cola Pepsi
Product Product basically refers to what a particular company
aims at selling into the marketing place. Coca-Cola
has impressively large product portfolio. The
company nearly provides 3900+ kind of beverages
choices under the world. Prime products are: Coca-
cola, sprite, fanta, ciel, diet coke, minute maid,
powerade, fresa, glaceau vitaminwater, dell valle,
simply orange, powerade zero and many other
products which are available under UK market. It is a
leading and one of world's valuable brands.
Furthermore, Coca-Cola extensively aims at studying
the needs and desire of people living under UK in
order to produce several other products accordingly.
Product is the reason due to which marketing around the
world takes place. Moreover for PepsiCo there are
several products which are sold by the company under
UK market. It is segmented into different segments:
Savory Food snacks which includes: cheetos, fritos corn,
lays potato chips and others. Beverage products consists
of diet Pepsi, mountain dew, sierra mist and many more.
Other major food products of PepsiCo are breakfast
cereals, cake mixes, cakes and others. Moreover, Pepsi
have recently introduced baked snacks under UK market
in order to meet demand of customers on nutritious
grounds.

Promotion Promotion includes ways through which
products of a particular company are
promoted under a market place. Without
effective utilization of promotion strategy a
company cannot sale its product. Due to
extensive competition under beverage
industry the brand spends highly in order to
promote their products around the world.
Promotion basically helps in convincing the
ultimate customers to purchase company's
product. Coca-Cola basically use personal
selling, advertising and several other tools in
order to produce its business operations.
These tools helps in popularizing brands
product in the marketplace. Promotion is
generally termed as marketing tactics. PepsiCo
also extensively advertises its brand around the
world by adopting several tools of promotions.
Currently PepsiCo has adopted a promotional
strategy under which customers accumulate
Pepsi points which can be further used to by
other product, most recent is Amazon MP3.
These strategy have eventually helped Pepsi in
increasing is overall market share.

Cont.…
Physical Evidence Physical Evidence basically describes the
physical components of the products or
services. This factor basically initiates
customers to buy a particular product or not.
However, physical evidence for Coca-Cola
basically includes packaging, promotion
coupon as well as company's website. This is
an important factor under marketing mix.
This element refers to everything which
customers looks at before making purchase. It
generally comprises of packaging and branding
company's product. Physical Evidence of
Pepsico basically includes company's website
as well as the appearance of products sold.
Website aims at providing wealth information
about the history and background as well as
manufacturing process. Whereas Pepsico
packaging philosophy includes reuse, recycle,
remove and renew.

Marketing plan
Marketing plan is process in which a solid marketing strategy is
formulated by an organisation in order in increase the profit share ratio
of the company. It is a report that outlines future marketing strategy.
The marketing plan basically includes: organisation's current market
position, deadline within which a particular strategy should be
completed, overview of organisation's advertising goals and description
of organisation's target market.

Cont.…
Executive summary: Marketing is required at every stage in a
business organisation. However Coca-Cola is currently planning to
launch new product that is: Coca-Cola fruit energy drink in order to
capture new market share.

Cont.…
Strategic Objective: To introduce fruit energy drinks under UK
market within one year in order to enhance market share 35% more.

Cont.…
STP: Segmentation, Targeting and positioning is a three stage process
which is usually established to built effective marketing plan. Moreover
this essentially creates a link between overall market and several ways
through which company aim at competing in marketplace.

Cont.…
• Segmenting
• Targeting
• Positioning

Cont.…
SWOT: SWOT analysis is process undertaken by an organisation to
identify firm's internal strengths and weakness, as well as its external
opportunities and threats. It comprises of Strengths, Weakness,
opportunities and threats.
•Strengths
•Weaknesses
•Opportunities
•Threats

Cont.…
Marketing Mix: Marketing mix is basically a mixture of four elements
of marketing that are : product, price, place and promotion. Moreover,
marketing mix of coca-cola changes very fast under UK market.
•Product
•Price
•Place
•Promotion

Cont.…
Marketing strategy: It is long-term forward looking process in which
the basic goal of the organisation is to achieve competitive advantage.
Implementing a proper marketing strategy is very essential for an
organisation to achieve desired objective. Coca-Cola can use : paid
advertising, cause marketing, relationship marketing and many other
such strategy to establish Amazon cabs in the market.

Cont.…
Marketing Budget
MARKETING BUDGET
PARTICULARS I Year II Year III Year IV Year V Year
Initial money 4000 8000 12600 12860 19640
Investment 12000 12500 24840 32900 15480
TOTAL 16000 20500 36440 45760 35120
MARKETING OUTLAY
Promotion 5400 1850 5500 3500 3000
Sales publicity 3000 2500 3600 2000 2000
Direct selling 3500 2600 5000 2500 5600
TOTAL 11900 6950 14100 8000 10600

Cont.…
Monitoring and control: The monitoring and controlling starts as
soon as new project of the company begins. It is basically a process in
which evaluation of all the activities is made in order check the overall
performance of the organisation. Coca-Cola fruit drink segment should
carefully monitor the company in the following ways : checking the
key performance indicator for the company, checking tools and
methods for measuring and evaluation of overall performance,
checking resources that are used by the company and others.

Conclusion
From the above report it has been analysed that marketing plays
essential role in establishing an organisation in the marketplace. Every
business operations directly or indirectly revolve around the marketing
plan which is made by the company in order to expand its operation
and increase companies overall sales.

References
• Apăvăloaie, E.I., 2014. The impact of the internet on the business
environment. Procedia Economics and finance. 15. pp.951-958.
• Boons, F. and Lüdeke-Freund, F., 2013. Business models for
sustainable innovation: state-of-the-art and steps towards a research
agenda. Journal of Cleaner production. 45. pp.9-19.

Thank You