A Comparison of Marketing Mix Strategies: Coca-Cola vs Pepsi

This presentation compares the marketing mix strategies of Coca-Cola and Pepsi. It discusses their approaches to product, place, price, promotion, people, process, and physical evidence. It also explores how marketing mix strategies help these companies achieve their business objectives. The presentation includes a marketing plan for Coca-Cola, SWOT analysis, and insights into segmenting, targeting, and positioning.

MARKETING ESSENTIALS
Activity2

A comparison of how different organisations
apply the marketing mix
Marketing mix
Product
Coca-cola
Coca-cola has wide range of area in which it sells the products. It is one of the recognised
brand in the world. The products which made by coca-cola are Fanta, diet drink, sprite,
coca cola zero, minute maid etc.
Pepsi
The global beverage giant is the maker of some most loved soda brands of the world. It
also sold its product in more than 200 countries.

Place
Coca-cola
It has an extensive beverage distribution system. Its product are sold in more
than 200 countries. An average of 1.9 billion servings of coca-cola per day. It
has own bottling and packaging brand.
Pepsi
Pepsi has an extensive market presence which depends upon its well set
distribution network. The brand uses variety of distribution system based
upon consumers needs and wants. Distribution types are direct store delivery,
customer warehouses, food service and vendor distribution system
CONTINUE…

CONTINUE…
Price-
Coca cola
Coca cola's pricing strategy is aimed at driving brand loyalty. Bulk
purchasers of the product may have to pay lower price than once
buying single product.
Pepsi
Price competition between Pepsi and Coca-Cola is heavy. Pricing
strategy is mainly aimed with driving customer loyalty. A customer
can get a large discount on purchase in bulk.

CONTINUE…
Promotion
Coca- cola
Coca- cola's most close competitor is Pepsi. Due to competition in the soda industry the
top brands spend much advertising to higher sales and revenue. Its marketing
expenditure before two years was 4 billion. It utilises both modern and traditional
methods to promote the brand
Pepsi
Pepsi spends heavy money on promotion and adverting. Major expenses upon digital
advertising. Its intense competition in sods industry with coca-cola. The brand uses all
media sources for advertising.

CONTINUE…
People
Coca-cola
People are the main part of any organisation because they are plays major role
in purchasing as well as selling. Without employees or customers there can not
be any product to manufacture, sale or purchase.
Pepsi
People also plays same role in every organisation. In the organisation
employees are the person who made the products and outside the organisation
customers are the person who purchase it. So people are the main part of both.

CONTINUE…
Process
Coca-cola.
Process refers to the plan to distribute the product and service in the market. Consumers are also paying for how the service delivered
to them.
Pepsi
Process starts from production of the product and ends with sales of product.
Physical evidence
Coca-cola
It is all about what the consumers can see before purchasing. This can include the physical environment, packaging, supporting
collateral etc.
Pepsi
Physical evidence is based upon organisation that what are the services provide to customers and the form. Same things considered as
well as coca cola.

How marketing mix achieve business objective
Marketing mix enables the organisation to meet the objective by staying ahead from its competitor’s marketing
strategies;
 Coca-cola offers a wide range of products under the parent brand name that help them to grab a wide
range of consumers that help them in being a leading provider in the market over the world. On the other
hand all the product line offered by Pepsi are having their own sub-brand name. All the product are unique
in taste and consistency that help them to meet the business objective to deliver the products to masses.
 Similarly, Price of Coca-Cola is based on cost based pricing strategy that implemented in their
marketing plan to provide the product on the best price that can afford by people. Pepsi adopts Competitive
pricing strategy that help them to achieve the marketing objective to provide the quality products at an
affordable price.

CONTINUE…
Strategies applied by Coca-cola
 Market segmentation- It is the method to divide the entire market into different
segments on the bases of gender, age, sex, religion etc. Through it coca-cola easily
approached to the consumer and provide them best services.
 Brand establishment and customer relationship- Consumers trust on branded
product and they think its worth to expenses of brand. Brand name is also called status
quo in developing markets.

CONTINUE…
Strategies applied by Pepsi
 Increasing process efficiency- An organisations' profitability depends on its process.
Pepsi took steps to reshape their business process and searched for redundant areas
 Large invest in marketing- Pepsi used large amount in advertisement for driving sales
and market growth. It budgets was 4.1 billion dollar in 2016

Marketing plan for Coca-cola
Objectives of coca- cola
To increase the profitability
To attract more customers toward the product
To be globally known as business

CONTINUE…
SWOT analysis of coca- cola
Strength-
 Coca-cola has incredible brand recognition
 Customer loyalty
Weaknesses
 Strong competition with Pepsi in soda products
 Water management
 Foreign currency fluctuation

CONTINUE…
Opportunities
 Extensive reach through increasing population
 Diversification
Threats
 Nutritious selection
 Increasing competition

Marketing mix
7p's of marketing strategy
 Product- The product which will launched by Coca-cola is
clothing product. There are many products which sells by
coca-cola in market and the products are sell on a wide range
of area.
 Price- Price is very sensitive thing in the marketing strategy.
Everyone likes the product with low cost and high quality.
 Place- Coca-cola sells its product in all around the world.
The place which is target for the arrivals is shopping malls,
supermarkets etc.

CONTINUE…
 Promotion- Promotion is an important tool which helps in selling of product. Coca-cola will
promote the clothing through different sources like TV, newspaper, video campaign and social
media.
 Process- The process considers all stages which starts from manufacturing of product and
ends .
 People- People are the important part for any organisation because without people both
production and purchasing can not implement with sell of product.
 Physical evidence- Physical evidence is based on peoples taste and preferences. It considers
labelling, price, brand name etc.

Segmenting, targeting and positioning
 Segmenting- It refers to dividing entire market into different
segments on the different basis. The divide basis are age,
gender, sex, geographical etc. Coca-cola want to launch new
product which is related to clothes.
 Targeting- Targeting is the second stage which comes after
segmenting process. Targeting is based upon segment
market. Coca-cola can target the market which must be large
enough to justify segmenting.
 Positioning- It is the most powerful marketing concept.
Positioning refers to set the product and service in mind of
customer. It refers that where is the coca-cola's product exist
in comparison to other products.

Budget
Expenses Cost (In a billion)
Production 3.5
Marketing and advertisement 2
Employee salary 2.5
Distribution charges 2
Total 10

Monitoring and controlling
 After making the budget the next step is monitoring and controlling. At first the new
product has to launch for test in the target market and understand the standing capacity
of the product in market. After positive result of the test, the product will launch in
entire target market with applying marketing strategies. It is upon marketing team that
how to they control the overall capability of production.

How planning process achieve business objective
 Goal setting- The planning process done by the organization help the leaders and
manager to setting the goal for the followers or for the workforce. By analyzing the
strength and weakness of Coca-Cola, leader make a path and give direction to all the
employees and manager in the company implement the strategies that ensure that
objectives are met effectively.
 Market assumption- The planning process is essential for Coca-Cola to understand the
competitive position and the potential threats and opportunities that are present in the
market. Proper knowledge and understanding of the specific market.

CONCLUSION
From the above presentation it has been summarised that the marketing was an important
part of organisation. Without marketing the organisation could not achieve its goal. Above
study considered the roles and responsibilities of marketing function and it has found that
marketing department linked with many other departments and they all were effectively
run in the organisation.