Marketing Essentials: A Comprehensive Guide

This presentation provides a comprehensive guide on marketing essentials. It covers the marketing mix, tactics, and strategies for effective marketing. Learn about the 7 P's of marketing and how they impact the success of a product or service.

Marketing Essentials

Table of Contents
 Introduction
 Comparison of different organisations
 Evaluation of different tactics
 Marketing Plan
 Conclusion

Marketing mix refers to that framework, tactic or tool of action which is used by company in order to
launch and promote their brand or product. In traditional era, it includes 4 P's which comprises the
product, price, place, promotion but due to increase in demand in marketing sector 3 more P's are
introduced for effective and smooth running of product which are people, process and physical
evidence. Marketing plan is a roadmap for introduction and distribution of products or services to the
targeted customers.
Introduction

Product: Product refers to the goods which are offered by companies for the exchange of something.
Coca cola: Coca cola is the largest chain of supplying the soft drinks and beverages in the world and also
one of the recognised and valuable brand.
Pepsi: Pepsi sell wide variety of beverages and snacks and offer products which includes lays, mountain
dew, tropicana and many more which satisfies and attract more and more customers.
Marketing Mix

Price: Price is the amount which is paid by potential customers for the exchange of offerings and these
are valuable for them.
Coca cola: Pepsi is the competitor of coca cola in the soft drink and beverages segment. The pricing
strategy of coca cola is aimed for driving the brand loyalty.
Pepsi: Pricing strategy of Pepsi is market oriented pricing strategy which reflect various factors such as
competitive environment, purchasing power of customers and many more.
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Place: It is a place or venue where the products are offered to their customers. It is the location form
which the manufactured products are transferred to its final destination.
Coca cola: Proper placement is the basic element to market any product and it impacts the distribution of
their offerings as location and venue influences the sale.
Pepsi: The products of Pepsi are sold in more than 200 countries and various territories. Customers
purchase products from different places such as supermarkets, mini markets, restaurants and other
stores.
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Promotion: It is conducted after the products are reached to their final destination and their prices are
decided.
Coca cola: Once the prices of products are decide then next step is promotion. To promote the products,
companies need to decide the appropriate channels for market their products and also matches the nature
of the product.
Pepsi: Pepsi promote its products through their Pepsi Stuff promotion in which their customers collect
Pepsi Points from buying various products.
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People: It involves the people or employees who are working for the company in order to sell the
products to their customers. These are the staff who communicate the message to general public. It
includes training sections for their staff members.
Coca cola: It is basic element for company which defines the services which are offered by people or their
staff.
Pepsi: Pepsi includes corporate culture in which they value their employees and also emphasises on
diversifying their workplace.
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Process: It includes the way to deliver the products and services to potential customers. It refers to the
process which describes the distribution of products and customers also pay for the service which are
delivered to them by the companies.
Coca cola: It is a way by which distribution and delivery of products and services is done. It is important in
marketing as it describes the ways by which coca cola deliver its products.
Pepsi: Pepsi deliver their products through retailers, restaurants, stores and other mode of distribution.
Moreover, Pepsi follows three channels of distribution direct store delivery, customer warehouse and
third party distributor networks.
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Physical Evidence: It refers to the services which can be seen or experience when customers use the
product or see it as it helps in attracting them.
Coca cola: Here, the customers of coca cola will decide their buying which is based on the seen and
tangibility of product. Like, the packaging and appearance of the product attract the customers and the
services which is also offered by coca cola.
Pepsi: It includes those services which are tangible for the customers because it the way by which Pepsi
attract more and more customers. Here, the packaging of the Pepsi is its appearance which helps in
attracting more and more customers.
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The concept of marketing mix influence the various departments of the company. Marketing manager
need to realise the need of marketing the products and services as these research brings new approaches.
The basic tactics which are applied by coca cola is penetration pricing as it helps in attaining the
competitive advantage of the business environment. Here, they initially set the prices low in order to
attract their customer towards their products.
Evaluation of different tactics

Marketing plan is a business document with different marketing strategies for the development of
product. It is essential for the company to prepare as it contains all information related with launching of
new product in competitive market with proper plans and strategies. Coca cola deals in soft drinks and
beverages and now decided to launch its new product Diet Coke a health drink for their customers who
are health conscious. In order to launch its product effectively in the market, the marketing manager of
coca cola need to prepare an effective marketing plan with an objective of achieving sustainability in the
market.
Marketing Plan

Company Overview: Coca cola is an American multinational manufacturer and a retailer who sell non-
alcoholic beverages and soft drinks to their potential customers. It is founded in 1892, headquarter in
Atlanta, Georgia. Company and its subsidiaries produce syrup concentrate which is sold to various
bottlers throughout the world who hold the franchise of coca cola. Company want to launch its new
product in the marketplace Diet Coke and for this a marketing plan is prepare for them which helps
them in attaining the competitive advantage of a market.
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Strategic Objectives: These objectives provide senses to the unity and purpose and also play a big
role in taking decision which are future oriented. It refers to the plan or strategies which are make for
long term with significant consequences. The primary objective of coca cola is to fulfil its business
responsibilities and ethically which helps in accelerating the sustainable growth. Its objectives build
the foundation for the company which helps in their decision making process.
 To increase its sales by 15% and market share of diet coke by 25%.
 To increase the profitability of Diet coke by 30%.
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Market Research (SWOT): This framework is used to analyse the competitive position of the company
which helps in developing the strategic plans and policies.
Strength: Coca cola is the most valuable brand with numerous assets with best operational cost which
helps in increasing its profitability.
Weaknesses: Coca cola could become the leader of market but Pepsi gives it immense competition and
attempt to acquire its whole market which will become a weakness for the company.
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Opportunities: Diversification can become the opportunity for business as it will improve the offerings
of products which are provided to their potential customers.
Threats: Water is only threat for the company as it is suspected while using the pesticides or huge amount
of consumption of water while manufacturing their drinks and beverages.
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Target Market:
Segmentation: Coca cola covers various regions in its segmentation such as geographic which includes
regions and climate, demographics which consider age, gender, family size, income and Psycho-
graphic which involves lifestyle and social class.
Targeting: Coca cola target their customers by various advertisements and product for different market
segments.
Positioning: Company is currently using various strategies to attract targeted segment.
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Marketing Budget: Coca cola has estimated budget of $5.4 million for implementing this idea. This
amount of money will be used for purchasing materials, making plans and advertisement of product for
ensuring successful implementation. Company is forecasting the increase of minimum 20% in the sales
from this new idea as well as minimum 15% increase in customer base.
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Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 2700 8000 26000 7000 11000
Investment 4800 9000 16000 18000 10000
Total 7500 17000 42000 25000 21000
Marketing outlay
Promotion 6000 8000 5000 9000 7000
sales publicity 5000 6000 7000 7000 2000
Direct selling 3000 14000 6000 5000 9000
Total 14000 28000 18000 21000 18000

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Monitoring and Controlling: Marketing control helps the company in approaching the objectives or
deviation from your plan. Coca cola need to monitor and control its marketing activities and record the
deviations because later they will help in decision making. It helps coca cola in tracking, reviewing and
regulating the progress of the production and manufacturing which helps in achieving the performance
objectives.

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Marketing plan is a written document which defines the various strategies, plans and policies of the new
product as it helps in success launching and also eliminates the risk factor. It can be develop by conducting
research of the business environment and also analysing the needs and requirements of customers. It
includes marketing mix which is an excellent way to ensure that the specific product is reached to the right
place. Marketing mix is the crucial tool which helps in understanding that what products and services offer
and how this plan is successful in offering the products. Marketing mix is a variable which includes 7P's
which helps in satisfying the needs of their target consumers over their contemporaries.

Conclusion
From this power point presentation marketing plan act as a roadmap for implementing the new product in
the market. The marketing mix allows the firm to determine their different aspects of business and
comparing it with other competitors which will enable the firm to determine its effectiveness.

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