Marketing Essentials Assignment Pepsi-co

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
Marketing ..............................................................................................................................3
The concept of marketing ......................................................................................................3
Marketing process .................................................................................................................4
Roles and responsibilities of the marketing functions............................................................5
Interrelationship between marketing and other functional unit of the organization..............6
Significance of maintaining effective relationship among different departments..................6
TASK 2............................................................................................................................................7
Comparison of Marketing Mix...............................................................................................7
Analysis of marketing planning process ................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10
........................................................................................................................................11

INTRODUCTION
Marketing defined as a tool which helps in establishing the relationship between
customer and management. It includes various element which promote the business and their
products such as advertising, selling and delivering products to customers. Pepsi-co is
multinational American company founded in 1898, headquartered in New York and it is
recognized as a multinational food, snack and beverage. Report will high lights the roles and
responsibilities of marketing and also analyze the significance of interrelationship between
marketing and other functional units. The assignment also compare the ways in which two
different business firms apply the marketing mix to the marketing planning process. In this report
we will also develop and evaluate the basic marketing plan of the company.
Task 1
Marketing
Marketing is the process of designing the products that is acceptable to the consumers
and it conducts those activities which facilitate the transfer of ownership between customer and
organization. It is a very helpful tool for providing goods and services of the company to
consumers(Kotler and et.al., 20150.
The concept of marketing
The concept of marketing is defines as the belief that firm should identify and analyze
customer needs and make rational decision for competing in the market place for satisfying those
need through providing products according to the need of the employees.
Production concept: it is based on the perception of the consumers which defines that the
customers are inclined towards the products which are available in good quality at low price in
the market place.
Product concept: This concept defines that customers can be retained through providing those
products which are beneficial for the consumers.
Selling concept: Customers tend to focus on the products and services which aggressively
promoted in the market. With the help of the promotion tools company can attract the mind set of
modern consumers(Homburg, Jozić and Kuehnl, 2017.).
Marketing concept: This concept focused on the various requirement of consumers in terms
products and services of the firm. In this company produce the better quality products and
services to consumers for gaining competitive advantage from the market place.

Marketing process
Marketing planning process includes various steps which are important for the success of
the company which includes identification of the mission, analyzing the situation, objective
development, marketing strategy development and evaluation and planning.
Identification of the mission
The first step of marketing process is to identify the mission of the marketing process. In
this phase company present the objective of marketing process. For example Pepsi-co dedicated
to making innovative and high quality products.
Analysis of the situation
With the help of this marketing process company understand the current situation of the
market in terms of the understanding the customer needs, focusing the products which are core to
the mission and crating a collaborative culture. For example Pepsi-co can achieve desired level
of competitive advantage through producing the products according to the requirement of the
customer(Fahy and Jobber, 2015).
Objective of development
This step defines that why company needs to develop the market process. For example
Pepsi-co producing the high quality products for improving the brand value of the company as
well as the productivity of the firm.
Marketing development strategy
In this step of marketing process company identify the appropriate strategy for
developing the product of the company. For example Pepsi-co use the brand loyalty from
existing customers as a strategy when launching new product and service.
Evaluation and planning
This step of marketing process evaluates the actions and control the performance results
of the marketing process and also take the necessary steps to ensure the accomplishment of
overall marketing objective of the company.
Roles and responsibilities of the marketing functions
Success of every business firm is largely depends on its marketing department because it
plays an important role in growing revenue, increasing market share and contributing to
company's growth and profitability. In the Pepsi-co company marketing department provides the

necessary research to identify the target customers and their various requirements(Aschemann-
Witzel, Hooge and Normann, 2016).
Development of marketing plan
Marketing department is responsible for developing the market plan for the Pepsi-co
companies which defines the objective of the marketing plan and also do the situational analysis
of the company which shows the strength, weakness, opportunities and threats. It also evaluates
the marketing plan for effective performance of the firm.
Achievement of the effective outcome
Marketing function plays an important role in achieving the effective outcome of the
companies because it uses the various marketing tools which helps in increasing the productivity
of the Pepsi-co company. Marketing tools for promoting the business and its products such as
advertisement, TV ads and various social media channels(Eteokleous, Leonidou and Katsikeas,
2017).
Development an effective strategy to attract customers
Marketing department plays an important role in maintaining better relationship between
organization and customers. It uses market research strategy for satisfying the customer by
identifying their requirement regarding products and also provides this information to Peps-co
for producing the products according to the need of the consumers which builds the brand value
of the company at the market place.
Identification of proper market segment
Identifying the right market segments for a given product is a key aspect of attracting
employees towards the business for earning optimal profit for Pepsi-co company. Marketing
function is responsible for identifying proper market segment in terms of identifying the
customers needs and lifestyle interest for achieving desired level of results of the Pepsi-co
company(Armstrong and et.al., 2015.).
Interrelationship between marketing and other functional unit of the organization
Marketing department and other functional department are connected with each because
all these departments are the part of the business organization. Marketing department and finance
department are interrelated with each other because if Pepsi-co needs to plan and implement a
marketing plan then, they need support of the financial department of the company. The finance
department provides appropriate budget and financial resources to marketing department for the

effective planning and implementation of the marketing plan. Human resource department and
marketing department are runs together for accomplishing the business objective of the Pepsi-co
because human resource policies are generated according to the market trends, sales and target
customers. Human resource department also helps in developing the marketing team for
achieving the higher level of results(Armstrong and et.al., 2015.).
Marketing department requires accurate description from the production department in
terms of products and services of the Pepsi-co for designing effective marketing plan for
completing the organizational goal. Finance and marketing department both are works together
to increase the market share and improve the bottom line. If financial department understand the
functions of the marketing department, they can create a mutually beneficial and profitable
relationship. Thus, the marketing function are interrelated with all the other department of the
business firm.
Significance of maintaining effective relationship among different departments
In order to achieve business objective of the Pepsi-co effectively and efficiently,
organization needs to maintain better relationship between all the department of the firm because
each and every department has a separate roles and responsibilities towards the attainment of
organizational goal which produce the overall effectiveness of the firm and results in the higher
productivity and profitability of the firm. The main function of the marketing department is to
increase the profitability of the Pepsi-co through increasing the sales of the company which can
be possible only by the participation of all the department of the company(Aschemann-Witzel,
Hooge and Normann, 2016).
TASK 2
Comparison of Marketing Mix
Pepsi-co Oxfam

Product Pepsi-co provides the wide
range of products to
consumers across the world. It
offers a 22 brands to its
customers. The star products
of the company like Pepsi,
Quaker, walkers, Tropicana
and Doritos. It uses
comprehensive measures so
that its products can meet the
highest food safety and quality
standard(Steenkamp, 2017).
Oxfam receives and sells
second hand products and the
feature of product is interior
and exterior. Its refund policy
provides guarantee in case of
bad choice or problem with a
book(Kotler and et.al., 2015.).
Price The price of the Pepsi-Co's
products are calculated
according to the demand of
customers. It uses the market
oriented price strategy to
ensure that its price strategy
are competitive, based on the
other firms process and
prevailing market condition.
It uses the psychological price
strategy and provides products
at the price that is accepted by
the customers.
Place Company uses a global
network for distributing its
products and services ton
customers. Its products are
available in more than 200
countries across the world.
Company offers its products to
customers through retailers
such as supermarkets, grocery
Oxfam suppliers are its
consumers. It includes two
types of channel distribution
such as In-store, each stock has
a stock but some products flow
between shops and the second
channel is Online, it allows
developing the catchment area
of the organization.

stores and restaurants.
Promotion Company uses the various
promotion tools to attract the
target customer towards the
product of the firm. Promotion
tools such as advertising, sales
promotion campaigns, direct
marketing and maintaining
public relations.
Oxfam use various
promotional tool for promoting
their services in the market
place such as social networks
and website. It also arranges
the various supporting events
and festivals. It also designs
some discount period in its
stores.
People For increasing brand value and
customers satisfaction,
Company provides better
product and services to
customers. It fosters a
corporate culture that values
employees and emphasized
diversity in the workplace.
People which work in the
service are also part of the
Oxfam. It will manage
volunteers and supporters
through choosing well and
investing time on them will
add value what the company
selling(Pavlov and Stewart,
2015).
Process The company provides ease to
its consumers by providing its
services online and through
retailers. In order to maximize
customer experience firm
provides the excellent
customer care services.
Oxfam use various tools which
help the peoples to put the
money in the donation box.
For buying item online,
customer need to fill forms
about their billing details and
delivery details and sell the
products at low prices.
Physical Evidence Pepsi-Co provides a wealth of
information about the
company including the firms'
Oxfam provides the detailed
information about the use of
money to donors for improving

growth story and
manufacturing process its
website. It encourages the
consumers interest towards the
products of the enterprise
through using best packaging
philosophy(Festa and
et.al.,2016.).
the chances of more donations.
It also provides the
information on the scope of
their work using out put
reporting data.
Analysis of marketing planning process
marketing mix plays an important role the accompishment of the companies goals. It
includes various elemets which are essentials for the success of the enterprise.
Analysis- The first step of the marketing planning process invloves the ovewrview and
examination of Pespsi-co company's present condition. With the helps of marketing mix tool it
determine the environmental risk in terms of achieving desired level of results.
Planning- this element help in developing the marketing plan through identifying the objective
of the Pepsi-Co. It also decides hoe can company attract its target customers and its
segmentation. Through market reseaech company plan about the producing the product and
services to cinsumers for gaining higher level of cutomer satisfaction(Pavlou and Stewart,
2015).
Implementation- At this stage company implemet their action pklan in front of customers
through providing information about their new and innovative prodcts. For example if company
decides to launch a new products then companies requires the resources such as money band
staffing to market its product in the market place which resluts in increasing the productivty of
the firm.
Control- it is essential to regularly measure and evaluates the results ofn your plan in order to
sucessful implementation of the plan in the company. This will help in seeing weather firm
achieve desired level of results and where we need to adjust tactics to improve the performance
of the enterprise.

Marketing strategies- It plays an important role in attaining the desired level of results of the
company. It helps Pepsi-Co to utilise all the available resources for increasing the productivity as
well as the profitability of the firm. It also helps in setting the right price for the Pepsi-cos
product which is based on the information collected by the market research(Kotlerand et.al.,
2015).
CONCLUSION
Marketing function plays an important role in accomplishing the organisational goal
effectively through increasing the productivity of the firm which can be possible through market
research because it provides the information about the various requirement of the consumers in
terms of product price and quantity and with the help of this information company provides the
goods and services according to the needs of consumers which ultimately results in the high
productivity and profitability of the firm. It also increases the brand loyalty of the firm. Better
relationship with the other function of the enterprise such as human resource, finance, production
and marketing department also build the healthy working environment at the work place of the
enterprise. For example if finance department provides better financial resources to marketing
department then it can make effective market plan which helps in gaining competitive advantage
from the market place.
REFERENCES
Kotler, P and et.al., 2015. Marketing. Pearson Higher Education AU.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing Science.
45(3). pp.377-401.
Fahy, J. and Jobber, D., 2015. Foundations of marketing.
Aschemann-Witzel, J., de Hooge, I. and Normann, A., 2016. Consumer-related food waste: Role
of food marketing and retailers and potential for action. Journal of International Food &
Agribusiness Marketing. 28(3). pp.271-285.
Eteokleous, P.P., Leonidou, L.C. and Katsikeas, C.S., 2016. Corporate social responsibility in
international marketing: review, assessment, and future research. International Marketing
Review. 33(4). pp.580-624.

Armstrong, G and et.al., 2015. Marketing: an introduction.
Steenkamp, J.B., 2017. Global Marketing Mix Decisions: Global Integration, Not
Standardization. In Global Brand Strategy (pp. 75-109). Palgrave Macmillan, London.
Pavlou, P.A. and Stewart, D.W., 2015. Interactive advertising: A new conceptual framework
towards integrating elements of the marketing mix. In New Meanings for Marketing in a New
Millennium (pp. 218-222). Springer, Cham.
Festa, G. and et.al.,2016. The (r) evolution of wine marketing mix: From the 4Ps to the 4Es.
Journal of Business Research. 69(5). pp.1550-1555.