Coca Cola Marketing Plan and Comparison with Pepsi

The assignment requires the creation of a marketing plan for Coca Cola's new product, focusing on the UK market. It involves a strategic analysis of the competition, customer preferences, and market trends. The plan includes measures to monitor and evaluate progress, as well as a summary of the key points discussed in the literature review.

Marketing
Essentials

Table of Contents

INTRODUCTION
In the modern era, marketing is a process of absorbing expected customers and clients in
products and services. It states as a activities which is cover by a company to selling, delivering
and publicize of their products in effective manner. As a result people attract for their products
and purchase. There is also involving discipline due to undertake in customer and develop
relation with them. For this presentation selected company is Coca Cola which was introduced
by John Stith Pemberton. It is American based multinational company and dealing in soft drinks
and other products. The main aim of the presentation to present marketing planning process to
accomplish business objectives and determine various strategies. There is a prepared marketing
plan that applies 7Ps to achieve business objectives.
ACTIVITY 2
Comparison of how different organisation apply the marketing mix
Marketing Mix: It is define as a group of different variables that are using by company
to combine and control to target market to get desired response. Marking mix consider as an
important marketing tool that comprises all the elements that affect the demand for the products
offered by a company. It is mainly focused on satisfaction on the customers regarding several
products. Hence, a company introduce new products after analysis need and demand of
customers and fulfil their expectations. The main aim of marketing mix to spread out their
business as well as profitability by using factors of marketing mix. The success and growth of
any organisation based on their marketing plan and how effectively implement strategy to fulfil
the requirement of customers. The main marketing mix has four elements which are price, place,
product and promotion. With the help of marketing mix a business promote their products and
try to cover overall market for increase sales. Mostly company focus on their marketing plan in
order to increase profitability. Coca cola adopted marketing mix for reach at international
market. Elements of marketing mix facilitate the thoughts about the price, people, product,
position and so on. This assists them in preparing strategies. The 7P's of marketing mix are
discussed below:
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Marketing mix of Coca Cola and Pepsi – The marketing strategy different of both companies
Coca cola and Pepsi. Both are famous as brands and listed into Forbes list as “The world's most
valuable Brands”. The position of Coca Cola is on 4th place and Pepsi in on 28th. Hence, it makes
sense to say that these two cola market giants know how to do marketing and when comparing
their differences.
Product
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Coca Cola - Coca Cola has a very large product collection such as various kinds of cola
drinks, energy drinks, juices and so on. It is leading to soda in almost 200 countries. It is known
as the king of cola drinks is the coca cola classic that is the most sold soft drink in the world. It is
provided drinks in various flavours like cherry, lemon and vanilla. Other major cola products of
this company are Coca Cola Light and Coca Cola Zero. The company has strong positioning in
diet cola markets as well. It almost provides about 3900 beverages. For these products invest
about 21 billion dollars. From these products divided about 19 into low calorie choices and
preferences. Coca cola has highest selling product in whole world and Sprite, Fanta, diet coke
and minute maid are main products of coca cola.
Pepsi - Pepsi is the largest soft drink player in overall world and applies several strategies
and plan of action to compete in a competing environment. It is including different types of
products like soft and energy drinks, cereal, snacks and sports food with bottled water and
consist of many merchandise products in the portfolio. It is using generic and intensive growth
strategy that provides help to enlarge brand portfolio. The most famous regular product of Pepsi,
Archenemy's that are placed on number second in the soda markets. It is developed a lot of
variations from their primary. It is one of the most identifying valuable brands in the world.
Price
Both Coca Cola and Pepsi are facing competition on cola markets but mostly from each
other. These two are commanding the market and the existing situation which is known as
oligopoly. It defines that companies have more pricing power than if they were operating in
perfect market circumstances. The pricing strategy of company mainly based on the competition
because Coke and Pepsi are almost perfect substitutes.
Coca Cola – Pepsi and Coca Cola both are fierce challenger and major competitors in
beverage segment. The have competitive pricing and prices of Coca cola are not too much high
and on the far side for medium customer and not too low that give impression that they provide
low quality of drinks. The pricing strategy of company mainly based on the brand loyalty among
its customer base. It is also based on the value that can help create to clients in different
situations. It is a reason price of Coke per litre can variate based on the packaging as well as
locations. It is expected that Coca cola try different type of similar pricing model. Now a days
pricing of Coca Cola slightly more aggressive.
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Pepsi – It is set pricing strategy as per the requirement in market and defined that varied
due to they has large product line and brands. It use market directed and hybrid value pricing
strategy. All products should sell in market after apply the strategy market oriented strategy.
With the help of it keep same price in competitive market and hybrid pricing strategy maintain
gap in discounted pricing and regular pricing so that can intensify their sales easily. Additionally,
increase demand of the products like soda that increase level of competition more fierce in coca
cola and Pepsi.
Place – Coca Cola and Pepsi are literally everywhere and their products are sold in more
than 200 countries over the world with the help of super markets, cafes, vending machines, gas
stations, movie theatres and so on. Hence, it is recognised that there is not big difference among
availability of Coke and Pepsi.
 Coca Cola: Coca Cola have an large system of distribution and sale out their products and
services more than in 200 countries because it is conducting their operations into 6
regions such as Europe, America and Pacific Eurasia and Africa are their major markets.
The distribution of Coca Cola based on the largely on operating direct with local bottling
partners, which in turn are working with clients. In olden days, it depend on bottling
packaging system and distribution. To provide their products it uses different types of
channel for distribution and deals in every products which is selling by Coca cola. There
are including beverages, Syrups and owns great brand name by putting marketing
initiatives. Their bottling partner provide help in packaging, production and distribution
to offer final products and services to its customer base. The associate connected with
their consumer in which consist of several grocery stores, seller and movie theatres help
in enhance their sales.
 Pepsi: In the context of Pepsi presence at the global market place to circulate their
products as well as services. They are mainly using two types of distribution network by
retailers and by online merchandise. There almost products provided on super market,
grocery stores and convenience.
Promotion
 Coca Cola – Due to fierce competition at the place of market they are applying different
types of policies to fulfil requirement of large number of consumers. On the basis of these
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strategies thy can earn high profitability and spend money for advertise their product in
market. For promotion they can use traditional and modern mode.
 Pepsi – This company includes different promotional strategies like sales, promotion,
direct marketing and public relations. These are including as leading elements that
contributes for create strong relationship with their customers. In present time advertise is
one of the essential dimension that helps to reach at large no of customers.
People -
 Coca Cola - In the context of older days a company concerned about their clients and
them selves but in modern era they are connected with employees, shareholders, press or
media, associates and common people are important to accomplish organisational goals
and objectives.
 Pepsi – There are consisting those people or staff members that connected with them.
Pepsi is multinational company so they have many employees, consumers, competitors
and shareholders who plays significant role to accomplish organisational goals and
objectives.
Process
 Coca Cola – The process of Coca cola define that how consumers will buy products as
well as services and add values that help to create a strong relationship and mutual
experience which is based on consumer. Through E commerce and other advents helps in
growth in ease of business. Coca Cola is most successful organisation due to interact in
directly manner and transact with clients regarding to several methods and tools. To
develop strong relationship with consumers there is need to apply marketing mix and
follow their goals and objectives.
 Pepsi – To conduct various operations of Pepsi focus on their two essential sources for
production and then deliver to ultimate consumer base by retail chain to meet with large
client base and select different allocator that can reach at large consumer base.
Physical Evidence
Coca Cola – There are defining about the those factors that affect to purchasing power of
consumer regarding to products and services. In this consist of different elements like physical,
environment, packaging, encouraging and corroborative which helps to present in front of
clients. With the help of this understand thoughts of customer and build scape accordingly.
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Pepsi – It is defined that products and services of this company attract to large number of
customers. It is recognised through their look and logo is self sufficient to make its own position
in market.
P4 Produce and determine a basic marketing plan for a company
Marketing Plan is defined as a plan which is prepare by every organisation in order to
develop strategy to promote their new products. This plan defined about the overall information
of marketing strategy in respect to upcoming year. Eventually, it is concentrate on particular
duration of time as well as covers the marketing detail in reference to actions, cost, budgets and
so on. This plan is performing as operational document that help to advertise strategy of an
organization. Then they will apply it to lead and reach their target market. Through marketing
plan a company analysis of their present situation and determine of marketing activities in order
to launch new product in the market. As the firm Coca Cola is planning to introduce that fruit
juice for healthy people and mostly for kids. The marketing plan consist of strategy for particular
product.
Executive Summary:
The coca cola company introduce new product in reference to target more people and
increase market share. The company wants to launch Coca Cola fruit juice in market and target
to those people who wants to live healthy and mostly for kids.
Vision and Mission:
The mission of Coca Cola to provide refresh the world in mind, body and spirit. To
encourage moments of optimism and happiness with the help of our brands and cations. To
create value and make a difference.
The vision of the company to covers market share and facilitate fruit juice to its customers.
Objectives:
“ The main objective of the company to provide healthy drink to people and increase profitability
in effective manner.”
Marketing mix for fruit juice:
To analysing of their business situation it is important to apply marketing mix in efficient
manner. To introduce their new product of fruit juice to improve their profitability. There are
defining all factors of marketing mix in detailed manner regarding to new product of Coca Cola -
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 Product – The particular thing defined as different touchable and non touchable things
which produce to provide satisfaction to customers. To provide new thing to customer
Coca Cola launch new product in particular market segment in order to launch new
product of Coca cola which is Fruit juice.
 Price – It is important factor for new product because it is set as per the demand of
product. Price is important part of any organisation because mostly activities of company
depend on it. After launching new product mostly people focus on the price and analysis
from rival company. Coca Cola has been set price of the new product, fruit juice as per
the requirement of target customer so it will be start from £15 and more than. It is mainly
based on the quality of juice as well as flavours.
 Place – The particular element defined which place selected by company in order to
introduce their new products. Hence, Coca Cola will apply several promotional tools like
social media, Television and so on.
 Promotion – It is defined as a way to promote their new product for the awareness. When
Coca Cola launch fruit juice that time use different promoting tools to sale out their
product in huge way.
 People – It is one of the person who buy products after launching in market. There are
targeting customer to kids and young for their products. The company provide
differentiation in fruit juice to attract people.
 Process – It is a way that can guide to company how to formulate their products. Thus,
Coca Cola apply effective process regarding to fruit juice and provide people to their
products with the help of stores and malls.
 Physical Evidence – It is described as a object which is considering as some role in the
context of provide rise to the litigation, recognised as indication in a judicial proceedings.
In the reference of Coca Cola people determine the product before purchase it.
SWOT Analysis:
Strength
 The strength of the company to provide products on affordable price with good quality.
 They are conducting their business activities in all over the world.
Weakness
 Coca cola have not uniqueness in compare of their competitors.
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 The main weakness high cost of transportation.
Opportunities
 To cover market introduce drink products in different flavours.
 It provide a way to health conscious individuals.
Threat
 They have rivals such as Pepsi.
 Variation of economy into the nation.
Marketing Evaluation:
To launch new product in the market that time need to analysis of marketing activities in
effective manner. It is based on marketing plan because before introduce company prepare plan
where understand of failure and success of new product. In the context of Coca Cola to develop
effective marketing plan for their quality and delivery services.
Marketing Budget:
It analysis the company to know cost in marketing plan and understand which methods
apply by them. The particular budget based on the fruit juice and how to launch and calculate
cost. The company Coca Cola know how much cost come to introduce in market and compute
their profit.
Marketing Tactics:
It is a strategic actions which can help to any organisation in direct promotion of their
products. It will help in achieve marketing goals and provide high level ideas. In the context of
Coca cola inform to customers regrading new products. They are identified different place where
they are sale out their products to customers.
STP Analysis:
It states that the STP analysis has been categorised into three parts which is segmentation,
targeting and positioning. In the context to Coca Cola to recognise of the market segment for
different clients to target customers. There is need to communicate them on time to time to get
right position and offers brands so that they stand out from competitors. There are defined STP
analysis of Coca Cola -
 Segmentation – The particular level defined that company focused on the target
customers and search out which place is right for sale out of their products. It is set
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different market segment as per the demand and needs. They are analysed that on which
place mostly customer like healthy drink.
 Targeting – To sale out of their product in market Coca Cola target to those customer
who take interest in healthy drinks. Firstly Coca Cola analysis the importance of their
product in overall market. They are applying different types of approaches to attract
every type of customers.
 Positioning – It is defined as last level of STP analysis and there are need to get good
position into market to sale out of new market. If company have good image so it is easy
to sale out in different segments so mainly it is depended on the position. Hence, Coca
Cola has good position but it will provide competition into market to other products. The
company also advertise with celebrity to promote in effective manner.
Return on Investment:
To get return on their investment analysis business activities and get successful position
in particular market segment. With the help of this approach Coca Cola understand the
profitability.
Expansion:
It assist a company to intensify of their market to meet with the firm and capable to earn
more profitability.
Consumer Response:
It is most important things which is know the response in deference to new products of a
Coca Cola. If this will be positive than produce goods and sale out through different distribution
channel.
Strategic Actions:
The company Coca Cola for their new product of fruit juice prepare strategic plan then
take appropriate action. These actions based on the UK market and provide good opportunities to
company in reference to beat the competition.
Measure for monitoring and evaluating progress:
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To measure and monitor of marketing plan of Coca Cola can be considered few measures
in reference to achieve the objectives. The particular plan can be determined by management
information system, monitoring requirement as well as preferences of the customers. The action
plan will assists the manager of Coca Cola to determine and measure in effective manner to
achieve its objectives.
CONCLUSION
From the above discussion it has been concluded that in present time marketing plays
important role for a company and sale out goods and services to provide satisfaction to
customers. There are developed marketing plan for Coca cola to introduce new product and
compare with Pepsi to develop strategies.
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Online
Marketing mix. 2018. [Online]. Available through
<https://www.tutor2u.net/business/reference/the-extended-marketing-mix-7ps>
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