Marketing Mix and Marketing Plan for Coca Cola

This presentation discusses the marketing mix and marketing plan for Coca Cola, including the comparison of marketing mix between Coca Cola and PepsiCo. It covers the elements of the marketing mix such as price, product, place, promotion, people, physical evidence, and process. The presentation also evaluates the strategies used by Coca Cola and PepsiCo, and provides a marketing plan for Coca Cola's new product, Cola Shake.

MARKETING ESSENTIALS
(ACTIVITY 2)

Table of content
• Introduction
• Comparison of marketing mix
• Marketing plan
• Conclusion
• References

Introduction
Marketing mix consist of seven elements which should be considered by the marketing
department before developing any strategy or launching new products. This is very essential
for the companies in achieving their goals in an efficient manner. It is also known as the
combination of certain actions, strategies or tactics which can be used by the companies for
promoting their products effectively in the market. This presentation is based on Coca Cola
which is a US based beverages firm. This presentation will cover the marketing mix of
different organisations as well as formulation of marketing plan for achieving the desired
goals.

Comparison of marketing mix
Marketing mix is an important element for business growth and development which unable
them to deliver high quality of products in order to attain high productivity and profitability. It
contains 7p's which helps the company by guiding or directing them in selecting potential
customer in order to obtain maximisation of profit. The marketing mix of Coca Cola and
PepsiCo is discussed in further slides.

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Particulars Coca-Cola Pepsico
Price It is the amount in which customer
exchange money and receives goods
or services. Their main aim is to
implement fair price which is easily
affordable by customer. Along with
this, company adopt effective and
impressive pricing strategy. IN case
of Coca – Cola, it has fair price for
their product as their pricing strategy
is based on competitors pricing.
However, Coca- Cola applies pricing
strategy i.e. price skimming, market
price and market penetration which
enable them to achieve highest
possible sales.
Price is the cost consumers
pay for a product in order
to achieve customer
attention and add value to
brand image. The pricing
strategy of Pepsico is
competitive. It is mainly
known in providing
promotional discounts as
well as discounts on bulk
buying. However, they are
enable to achieve higher
sales and effective
productivity.

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Particulars Coca-Cola Pepsico
Product This element is regarded ad initial stage of
business operation. Product means goods
and service which the company offers to
target market in order to achieve their
business goal in an effective and efficient
manner. In context to Coca Cola they deal
into beverage industry comprising of
3300 products. Its brands are Fanta,
Maaza, Limca, Thumps Up, Minute Maid
etc. Their products has the capability to
satisfy the customer need or wants
because of their effective marketing
strategy which allows them to obtain
higher level of efficiency.
Being one of the strongest
player among beverage
industry as it expanded their
major business in breakfast or
snacks segment. Pepsico
products are 7up, Duke,
Mirinda, Tropicana, cheetos,
kurkure , lays Quakaer oats.

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Particulars Coca-Cola Pepsico
Place Proper placement is a key to
marketing any product
successfully as it has direct
impact on their distribution
activity. In case of Coca Cola,
it is available all over the world
as they have effective
distribution network that has
almost eroded small and middle
level players in market.
Moreover, they captured rural
market by extensive
distribution of Bovonto,
Kalimark etc. which allows
them to achieve effective
market share.
It has huge distribution
network or channel which is
conceivable for every type of
customers. It has its own
bottling plants where it does its
bottling for products as it
contains 36 bottling plants in
which 13 are franchised and 23
are company owned. However,
it's products are easily available
in market which echinacea
customer satisfaction and adds
value to company's brand
image.

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Particulars Coca-Cola Pepsico
Promotion It is a tool which involves all the
activities marketer undertake to
inform consumer about their
products and encourage potential
customer to buy their products.
Some of promotional tools are
sales promotion, advertising,
public relation, direct marketing
etc. In context to Coca Cola, they
promote their product by
advertising in magazine ads,
television, online and social media
which help them to maintain their
position of industry leadership
against rival Pepsi.
This factor is one of the
strongest tool of Pepsi in order
to retain the brand image. As its
competitors Coca Cola target
youngster likewise it also target
only youngster but in order to
gain competitive advantage they
focused on middle aged group
people also i.e,. by producing
Kurkure. Apart from this, it
uses all media channels for its
promotion of product as well as
it applies trade promotion and
sales promotion .

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Particulars Coca-Cola Pepsico
People People are the most important
element of any service or
experience. Services tend to be
produced and consumed at the
same moment and aspects of
the customer experience are
altered to meet individual need.
In context to Coca cola, their
main target is youngsters.
Apart from this, they always
tries to implement attraction
and effective strategies in order
to gain beneficial outcome and
attract more consumers towards
products.
People are the human actor
who plays a vital role in service
delivery which influences
buyer's perception and help
them to accomplish business
goals or objectives in an
effective and efficient manner.
However, Pepsi mainly target
youngsters and middle age
group people which enable
them to gain their competitive
advantage and obtain high
profitability.

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Particulars Coca-Cola Pepsico
Physical Evidence It is one of the components of
marketing mix and is most
useful in selling and marketing
services and intangible
products. Coca Cola has
impressive and attractive
packaging an labelling which
captures the attention of
customer and help them to
achieve high proficiency.
Pepsico has effective and
productive packaging
philosophy as it mainly focus
on reduce, reuse, recycle,
remove and renew. By this they
are able to accomplish
sustainable profitability as well
as it helps them in promoting
their product among
competitive world.

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Particulars Coca-Cola Pepsico
Process It is also an integral element
which add value to products
and develop relationship with
customer which improves
company's brand image.
However, Coca Cola has
effective manufacturing
process and distribution
channel which enable them to
enhance customer satisfaction
and give them good experience.
Pepsico is in the process of
removing high fructose corn
syrup from both the traditional.
However, because of its
efficient process it allow them
to attain high productivity and
help them to gain competitive
advantage.

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Evaluation of different strategies applied by the organisations
Both of the companies taken for marketing mix are top player among their industry which
also applies different strategies for attaining their organisational goals and objectives. These
strategies are also based on the market and their target customers as discussed below:
Strategies used by Coca-Cola
Coca-Cola is having operations are global level due to which company has implemented
some effective strategies for attaining its business objectives as discussed on further slides.

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Coca Cola Strategies
 Coca-Cola is using the segmented revenue growth strategies for improving the scope
of their profit and also the revenue growth highly depends upon the market type. For
Example: company is providing their products at low prices in the emerging markets
for improving the sales volume Whereas, in developed markets the prices and
volume of the products is balanced.
 Coca Cola is also investing in the marketing activities for improving the financial
position of the company. The company is also cutting the cost of their products in
order to enhance the productivity and profitability for the success of firm.

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Strategies used by PepsiCo
 PepsiCo is using the market penetration strategy through which the company is
providing their products at low prices in the market for achieving high growth.
Through this strategy, PepsiCo is aimed at enhancing the market share.
 PepsiCo is also using the variations in product development strategy for effectively
providing the products to customers so as to satisfy their needs and requirements. For
Example: PepsiCo is grasping the opportunities in market such as increasing
awareness of health among the youth and the company launched their new drinks
with low calories, reduction in saturated fats, reduced salts, etc.

Marketing plan
Marketing Plan is the outline of blueprint of the marketing strategies which is developed by
the organisation for providing its products to the customers in the market. This plan is
essential for the business organisations in order to promote the new products in the market
properly without facing any difficulty. Coca Cola is launching their new product in the
market which is “Cola shake”. The marketing plan for this new product which should be
followed by the company is as follows:

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Background of the company
The Coca-Cola Company is one of the largest beverages firm in the world which is
operating their business from the 19th century. The company was founded in the year 1886
by John Stith Pemberton in the United States. The company is dealing in wide range of the
products Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Zero Sugar, Coca-
Cola Cherry, Coca-Cola Vanilla, and special versions with lemon, lime, and coffee. The
company is also selling the drinks of other brand under the same name of Coca-Cola.

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Vision: Vision of Coca Cola is to satisfy the demand and needs of their customers as
well as to motivate the employees for working hard at the workplace for maintaining the
healthy working environment. Also the vision of Coca Cola is to enhance the lifestyle of the
community which falls under their corporate social responsibility.
Mission: The mission of the Coca-Cola for this new products is to provide a refreshing
drink to the customers which can refresh people in terms of body, mind and spirit. The
mission of the company is also to provide the values to the customers in order to make a
difference in the world.

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Strategic Objectives
Coca Cola has developed some objectives for their new product which is Cola-Shake.
The company is planning to achieve these goals through the marketing plan which
are discussed below:
 The company is planning to launch a new social media campaign for increasing the
traffic on social media handles of the company by up-to 40% in the upcoming 6
months so as to enhance the awareness regarding the new product.
 The company is planning to promote the product through Youtube and Facebook
videos and targetting a increase of 25% in the standard viewership in the next 6
months of starting the marketing of Cola Shake.

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Product Description
Cola Shake is a new product of the Coca Cola which will be provided to the customers
in the market place. The company in introducing this new products for entering in the milk-
shake segment. Apart from the new standard flavour of Cola, the drink will also be
launched with different favour such as vanilla, chocolate, strawberry etc. These flavours are
introduced for improving the taste of their new product as the taste of Milk is not suitable
for some people. The company is launching the new product with low fats and high
nutrients in order to fulfil the requirements of people having health concerns.

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STP approach
Segmentation: Coca Cola is segmenting the new product i.e. Cola shake in several
segments. The first segmentation is based on Geographic in which the customers are
targetted based on location. Second is based on demographics such as age, occupation,
income, etc.
Targetting: The Coca Cola is targetting the urban areas of UK in which the people from
the age group 15-65 having income more than £1,000 are chosen for selling the
products.
Positioning: The company is thinking to position its products on the traditional as well as
online channels.

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Marketing mix
Components Description
Product The new product of the Coca Cola is launched
by the name of Cola Shake which is a variety
of milkshake offered by the company to the
customers having health concerns. The product
is developed according to the demand and
needs of customers.
Price The pricing of this new product is set according
to the region in which the company is providing
the product. The company is adopting the
market penetration strategy in which the new
product is launched at low prices in initial time
of launching.

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Place The company is placing the product on
both online and offline stores such as
website, e commerce platform and in
general stores of the company.
Promotions The company has decided to choose
the social media platforms for
promoting the products such as
Facebook, Twitter, Instagram, etc. The
company is also focusing on providing
the rewards to the first 1000 customers
in terms of discounts and
complimentary items.

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People Apart from the existing staff, the company is planning to
recruit more talented and skilled workers who can carry
out their operations in effective manner for improving the
sales of these new products.
Process The company is using the Automation and Artificial
Intelligence for the development of this product so as to
ensure the improved results will be obtained. Also online
distribution channels will be used for delivering the
products more effectively to the customers.
Physical Evidence The company is using the similar logo and branding
techniques for the new Cola Shake. The company will
also use the opaque bottles for the packing instead of
rubber or plastic containers for maintaining the quality
and hygiene.

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Marketing Budget
Particulars I Year II Year III Year IV Year V Year
Initial money 4000 8400 13500 13860 17640
Investment 11500 12000 26840 31500 15470
Total 15500 20400 40340 45360 33110
Marketing Outlay
Promotion 6450 2950 4150 3420 3330
Sales publicity 2500 1900 3500 2000 1000
Direct selling 3800 1500 5000 2900 5600
Total 12750 6350 12650 8320 9930

Conclusion
It has been concluded from the above presentation that the marketing department is very
important for an organisation which perform their daily operations for the development of
the company. The marketing department plays several roles and responsibilities which is
essential for handling the marketing environment. The other departments of the organisation
needs help from the marketing department in order to ensure the smooth running of the
business operations. Also the marketing mix and marketing plan is useful for the
organisations in determining the essential aspects of marketing for enhancing the
effectiveness of marketing.

References
 Akbar and et. al., 2017. Niche marketing strategy framework for SMEs: A
conceptual framework.
 Allen, M., 2016. Essentials of publishing qualitative research. Routledge.
 Arendt, M. and Allain, A., 2019. Annelies Allain: Pioneer of the International Code
of Marketing of Breastmilk Substitutes. Journal of Human Lactation. 35(1). pp.15-
20.
 Brychkov, D. and Domegan, C., 2017. Social marketing and systems science: past,
present and future. Journal of Social Marketing. 7(1). pp.74-93.

Thank you