Marketing Essentials: A Comparison of Coca-Cola and Pepsi.co

This report compares the marketing mix of Coca-Cola and Pepsi.co, explores the tactics applied by Coca-Cola, and provides guidance on developing a marketing plan for Coca-Cola. It covers the product, price, place, promotion, people, process, and physical evidence aspects of both companies.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Covered in ppt........................................................................................................................1
TASK 2............................................................................................................................................1
Compare marketing mix of Coca-cola and Pepsi.co..............................................................1
Tactics applied for organization.............................................................................................4
TASK 3............................................................................................................................................5
Developing marketing plan for Coca cola..............................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is an effective activity which is undertaken by the company to promote the
buying and selling the goods and services. Marketing is includes various advertising, selling and
delivering goods and services. The present report is based on “Coca-cola” which is soft drink
manufacturing company. The report will compare by marketing mix of Coca-cola with Pepsi.co
Company in proper manner. The report will also produce by the marketing plan for Coca-cola
company for improve their performance by launching new product line at market place in an
effective manner.
TASK 1
Covered in ppt.
TASK 2
Compare marketing mix of Coca-cola and Pepsi.co.
The marketing mix is applied in proper marketing planning which is produce to achieve
organizational goals and objectives of company in the proper and effective manner. This includes
product, price, place, promotion, process, people and physical evidence which are more
important for company. Those are important aspects which are helps to attract more customers
towards company and increase sales of company. Here is present marketing mix of coca cola and
Pepsi.co is as follows:
Key elements of marketing
mix
Coca cola Pepsi.co
Product Coca cola company has the
large number of product and
service which is produce and
sales at market place in proper
manner for achieve goals and
objectives of company. The
product rage of company is
Coca cola, sprite, fanta, coca
cola life, coca cola zero and
This element is important
element of marketing mix
which is identifies
organizational outputs made
available to customers. The
company have wide range of
product list which are energy
drink, soft drink, cereal, rice
snacks and breakfast bar.
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minute maid. Those are attracting more
customers toward business.
Price The price is main element of
product through which
customers are deciding to
purchase product and services.
The company decide their
product price closest
competitors in the beverages
segments. The company has
competitive pricing strategy in
that company set price of
product first lower after some
its increase as per market.
The pricing strategy is
important for every company
which reflects on customers
mind to purchase product. The
company have hybrid pricing
strategy and market oriented
pricing strategy. In that
company first analysis the
market and then take decision
to sets price which is lower
from their competitors.
Place The company has beverages
distribution system. Its
products are sold in more than
200 countries across the 6
operating regions which
includes various places. The
company have their traditional
and offline stores from their
customers can collect products
and services of company in an
effective and valuable manner
by creating and satisfying
customers.
The company uses a global
network for distributing its
products to customers and
wholesaler on time. This
considers the sales in the
marketing mix. The company
have online and offline place
for distribute products to
customers. This help to order
product to customers and
company to increase their
sales.
Promotion The promotion is another
element through which
company is promoting their
product and service at
The promotion is another
element which is creates
positive bran image at
marketplace in effective and
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marketplace through making
and fixing channels of
marketing is respective
manner. The company is
organized outside campaigns
and TV adds which can helps
to provide updates to
customers about products and
services in effective manner.
The company have effective
and strong brand image which
is also help to promote
product at market place.
proper manner. The company
have effective promotional
strategy which is helps to
promote product and service at
market place in proper
manner. the promotional;
strategy of company is
advertisement, sales
promotion like buy one get
free, direct marketing like
provide sample to customer
and build public relation is the
best for company to build that
in effective and proper
manner.
People The company has eligible and
talented employees who are
gives hard contribution to
achieve goals and objective of
company in effective manner.
Employees and staff of
company have solved each
and every problems and issues
at stores without delaying it.
Through that customer are
satisfied because their
problems are solving in proper
and without time wasting.
The company have biggest
marketing and sales team who
gives better efforts for
promote product at market
place by managing quality of
product. The operation
department of company is
makes proper product and
services at market place.
Process Process is referring from
where employees are taking
order of product from
The company have and follow
a best production process
which creates more
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wholesaler in highest quantity.
The company have larger
distribution strategy and
process which help to provide
products at location on the
time. This process is helps to
company customers to arrived
products.
effectiveness for company to
build their brand image at
market. The company also
have online facilities through
that they takes order of
product with customers.
Physical evidence The company have good brand
image which creates effective
and valuable physical
evidence on customers mind.
Logo of company is also
physical evidence and creates
best image in proper and
effective manner.
The company provide logo
and launch canes for serving
soft drink to its customers in
effective manner. This helps
to creates best image of
product in customer mind by
providing products.
Tactics applied for organization.
In the above table shows various tactics which are help to coca cola Company to promote
and improve their performance at market place.
Product is the best element and company have wide range product line which helps to attract
more customers. Pricing strategy of company is competitive strategy but now company can use
competitive pricing strategy which helps to company to sets their price of product as per market
demand. Promotional strategy for company should use social media and public relation because
now days people runs social and get updates about product and services of company. Place tactic
of company is to use online channel to get order of product by customers in proper and effective
manner.
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TASK 3
Developing marketing plan for Coca cola.
Marketing plan is the document which reflects best marketing tactics for company to
promote product and increase sales of company by producing new product at market place.
Executive summary:
Coca Cola Company is branded soft drink company which produce different type’s soft
drink for attracting more customers at market place. New product of company is Vita coco cola.
That is favour like little coconut water. This provide great energy to youngsters and old peoples.
Vision
 Inspiring each other to be the best we can be by providing a great place to work.
Mission
 To be the fresh world in the mind, body and spirits.
 To create value and make a difference.
 To attract old people to company by giving more energy by Vita coco cola
Objective
 To increase 20% sales of company till the end of 2020.
 To increase 30% investment on research and development department for gaining
information from market.
Market audit
 SWOT analysis
Strength Weakness
 Strong brand image.
 Extended global reach.
 Dominant market share.
 Unparalleled distribution system.
 Aggressive competition with other
similar brand.
 Product diversification.
Opportunity Threats
 Introduce new product like vita coco
cola.
 Advancement of technology.
 Increase developing nations.
 Water usage controversy.
 Direct and indirect competition.
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 Packaged drinking water.
 PESTLE analysis
Political Vita Coca cola is affected by common political laws which
influence by lots of regulations. Like political stability is affect to
Vita Coca cola in two ways this can affect customer ability to
purchase directly. Other hand, this invested in various countries
which is highly risky
Economical Global economy is affect to company performance, valuation and
profits. Unemployment rate is affect to business because for
producing new product like Vita Coca cola needs more
employees. If company not hire employees than they can face
various problems.
Social All countries have their own culture difference by this company
faced problems. The company has manufacture all over world. In
this company have to do heavy research and location plant.
Technological In this industry have high level of competition. There is only the
way of competing with others which is innovation in existing soft
drink and adding new taste in products.
Legal In that company needs to follows food act which helps to protect
product of company as well as new product.
Environmental This factor is affected when then climate is changed because
customers are not drinks soft drinks in the winter season as well as
cold seasons.
Marketing mix Product: company sell products like soft drinks which are help to attract more customers
like youngsters but now company added coconut water favour in drink to attract old
people. To extend business, company introduce new product which Vita coco cola. On
the other side, in existing product company should provide on online and develop mobile
apps for online shop products.
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 Price: company use competitive pricing strategy. In that company fix product price lower
as per their competitors. In order to achieve goals of marketing, they should provide
discount, coupons and allowances to attract customers. Place: In that company should open its stores and online shopping apps which help to
customers to order their product online platform. This can aid to increase the selling of
products by social media ads. Promotion: Coca cola company manager should collect information through customers
and start sending them on E-mail and SMS. Peoples: the company should provide the best training to their employees and peoples for
give best efforts in production process of new product which is vita coco cola. Process: they should use computer across handle various process in order to increase
efficiency and delivery on time.
 Physical evidence: coca cola should collect feedbacks from customers related to
packaging and after than improve this in effective manner.
Segmentation, Targeting and Positioning
 Segmentation: the segmentation of company is demographic as per age of customers like
16 to 50 years old. Also, target to premium customers for increase sales of product.
 Target customers: the target customers are youngsters and old people.
 Positioning: the company have great position at market place which is helps to promote
product and services at market place in effective manner.
Budget
Expenses Amount in pound
Advertising expenses 150
TV and print media 100
Raw material 300
Transportation 50
Total 600
Monitoring and controlling
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Monitoring and controlling is the important and effective process for satisfy customers
and their needs with customers in effective manner. For that company is collect feedbacks form
customers and make changes as per their requirement. That is helps to company to attract
customers and build loyalty because through that customers are think company works as per their
requirement in company. Through that customers are more satisfied and purchase product and
increase sales. The sales of product are increase than profit margin is also increased in effective
manner.
CONCLUSION
From the above study it had been concluded that the marketing of company has played an
important and effective role in the company. The report had compare by the marketing mix of
company and other company which include various tactics for company which helped to increase
sales of company. Those tactics are product, price, place, promotion, people, process and
physical evidence. This has also developed by marketing plan which had helped to promote
products and services at market place by introducing new product line.
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REFERENCES
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marketing’s influence and business unit outcomes. Journal of the Academy of Marketing
Science. 43(1). pp.32-51.
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Incorporated.
Malhotra, N. K., 2015. Essentials of marketing research: A hands-on orientation. Essex:
Pearson.
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Pike, S. D., 2016. Destination Marketing Organizations–Research opportunities in an era of
uncertainty. In Book of Abstracts-6th International Conference on Tourism. International
Association for Tourism Policy (IATOUR).
Rowley, J., 2016. Information marketing. Routledge.
Online
7P's of marketing. 2017. [Online]. Available through: <https://www.mbaskool.com/marketing-
mix/products/16810-bmw.html>
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