This presentation summarizes the concept of marketing mix and its comparison between two organizations operated in the same industry. In addition to this, a marketing plan for Coca-Cola is also prepared under this presentation.
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Marketing Essentials Activity-2
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Content Introduction Marketing mix Definition Comparison of marketing mix between Coca-Cola and Pepsi- Co Marketing plan Definition Marketing plan for Coca-Cola Conclusion References
Thispresentationsummarisestheconceptofmarketingmixandits comparison between two organisations operated in same industry. In addition with this, marketing plan for Coca-Cola is also prepared under this presentation. Introduction
Marketing mix Marketing mix is one of the most important marketing term which has different tactics and plans which are used by an organisation to evaluate their organisational activities and promote its brand in the market. Marketing mix contains seven factors like product, price, promotion, place, people, process, and physical evidence, these factors can influence the products demand in an effective manner.
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Comparison of marketing mix of Coca Cola and Pepsi ElementsDescriptionCoca ColaPepsi Co ProductProductisanitemwhichis produce by an organisation with the purpose of selling and earning profit.Anorganisationto understandthedemandsand preferencesoftheircustomers regardingtotheirproductsand thentheyshouldproducethe productsaccordingtotheir preferences. Coca Cola is one of the most recognized and value brand as it is leading in variety of products. Thislargestbeverageindustry hasawideportfoliowhich provide almost 3300 products to its customers. Their main focus on the taste of their products. It is a worldwide company which gets huge success in among all the beverages industries. Pepsi Co is a highly popular brandinallovertheworld. Theyhavelargeportfolioof their products which almost 22 are billion dollar brands. They are not only leading in beverage industries besides they are also serving in snacks, food products and many others.
Continue… ElementsDescriptionCoca ColaPepsi Co PriceIt refers to that amount which paid by customer for getting the product.Whiledecidingthe pricesoftheirproductsan organisationconsidervarious factorsliketheircost,profit, marketsegments,discounts, competitors price,and demand- supply. An organisation should decide that price which is easily acceptable by their customers so theycanenhancetheir productivity and profitability. Theirpricingstrategyis different from others as they are deciding their prices according tothecompetitorspricesand geographic segments. The prices of their products are not very high as their main purpose is to attained customers loyalty. They are serving best quality products at low level price which attract a largenumberofcustomers towards their products. Their products prices are depend onthemarketcompetitionand demand from the customers. For this they are adopting two market strategieswhichincludesmarket orientedpricingstrategyand hybrideverydayvaluepricing strategy.Whilemakingthese strategies their main focus on the customer base which helps them to attract various customers towards their products.
Continue… ElementsDescriptionCoca ColaPepsi Co PlaceThis refers to that place in which a business is operatingtheir activities.An organisationdecideits location very carefully. They should choose that locationwheretheir customerscaneasily reachandgetthe products easily. It is well known brand in all over the world as they are serving its productsandservicesmorethan 200 countries.They have various largedistributionchannelswhich helps them to serve their products across the world. Moreover, their productsareeasilyavailableat retailsstoresandsupermarketas theyhaveadoptedmultiple distribution channels. Whereas, the products of this company is available in almost more than 160 countries. They are also operating their activities world-wide with the help of various distribution systems like they areadoptingdirectstoredelivery, customers warehouse, and food service distribution networks, these all helps them to cover a great marketplace.
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Continue… ElementsDescriptionCoca ColaPepsi Co PromotionIt refers to that activities which are adopting by an organisation to aware and attract the people towards theirproductsand services. There are various typeofpromotional activitieswhichcanbe followedbyan organisationlikedirect selling,salespromotion, advertisingandmany others. For attracting alarge number of customer as well increasing their sales and profits they are adopting variouspromotionalactivities. Theyareusingvarioussocial mediasites,onlineads, sponsorship,printmediaetc. They are also using tag-lines to attract customers. Moreover, they are also engage in CSR activities tohelpinsocialwelfareand environmental issues. Theyarefollowingvarious promotional strategies like TV, print,advertising,public relation,onlineadsetc.They also supporter of various sports events for maintaining the pubic relationandalsotheygive various discounts and packages deals to the customers.
Continue… ElementsDescriptionCoca ColaPepsi Co PeopleThistermreferstothe staffmembersand employeeofan organisation. It explained thatifanorganisation wantstoattainagreat success then they need to recruit right people, give themtraining,and enhancetheirskillsso they able to attract a rang ofcustomersintheir organisation(. As it is a largest brand so they have various employees and staff members intheirorganisation.CocaCola always concern about their employees as they give them proper training and try to enhance their skills. Also, they alwaysmaintainahealthy relationship with their employee so theemployeeabletoconveytheir messagesandproblemstotheir management.Itwillhelpthe organisationtomotivatestheir employees in a right direction. They also have various employees andstaffmemberintheir organisation.Theyarealso conductingvarioustraining programsandpersonality developmentprogramsintheir organisation so which helps them toenhancetheskillsoftheir employees so they able to attract variouscustomerstowardstheir products.
Continue… ElementsDescriptionCoca ColaPepsi Co ProcessIt includes those processes which are adoptingby an organisation todelivertheirproductsand services. It is essential that their main focus should be on the fast deliveryoftheirproductswith same quality and expectations to the customers which helps them build customers trust towards the organisation. They are more focusing on their research work so they abletofindthebetter processofsupplyand demandconceptswhich help to supply their products to their customers on time accordingtotheir demand and expectations. Theyhavegreatpresencein global market as they have great supplyanddemandprocedure which affects various customers. They are always concern about the availability of their products so that their customers is always get their products easily.
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Continue… ElementsDescriptionCoca ColaPepsi Co Physical evidenceThistermincludephysical appearanceofvariousfactors liketheirproducts,theirstaff dressingsense,thedesignof their outlets and many others. All these have greatly impact on thecustomersmindsoan organisationneedsto concentrate on these factors so theyabletoinspiretheir customerswiththeirproducts and services. As it is one the largest brand, ithasgreatphysical appearance in all aspects like theiroutlets,productshave that designs and quality which helps to make their products andoutletsdifferentfrom others.Also,theirstaff behaviour and their business environmentisalsoableto attractalargenumberof customers. They also have an effective physicalappearancein every element. It also has effectiveproductsand outletsdesigningwhich inspirevariouscustomers in their organisation.
Different tactics adopted by Coca-Cola Here, firm design the prices of the drink by analysing the internal and external environment so that more and more customers can be attracted towards the drink. It directly leads to raise in profits in the cut throat competitive world. Coca Cola focus more on research and development area so that loop of holes of others can be turned into opportunities in the open market place.
Different tactics adopted by Pepsi Co Pepsi Co focus more on numerous product segments due to which huge market ratio can be captured and profits can be maximized. In order to promote the Pepsi Co drink in the market they adopt more of public relations and television advertisements to increase the sales of the goods. By doing set objectives are meet on time and loyal customers are stick to the drink for longer time period.
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Marketing plan Marketingplancanbestatedasformalplaninwhichallthe information regarding the innovative drink is mentioned in detail. It is a blueprint of the unique and creative idea which clearly describes type of drink, marketing tools adopted, place of promoting drink, targeted customers, existing competitors etc. by doing so aims and objectives of the organization is clearly described to the skilled and potential employees so that workforce efficiency can be raised accordingly to meet the requirements.
Marketing plan for Coca-Cola Overview of Coca Cola :- John stith Pemberton founded Coca Cola around 133 years ago on 8th may 1886. Administration is situated in United Kingdom and deals in numerous variants such as, Diet Coke Caffeine-Free, Diet Coke, Coca Cola Mango, Coca Cola life, Coca Cola Cherry etc. Firm is successfully meeting the emerging needs and demands of the customers and are able to generate huge profits in the cut throat competitive world.
Continue… Executive summary- The Coca cola is a brand which is a well established brand and they produce carbonated soft drink which is manufactured by the Coca cola company. The Coca Cola produces concentrate and then the company translate it to the licensed coca cola bottlers over the world. The coca cola is planning to launch a new product which will be knowns “Coca coco” as this is a chocolate drink produce by Coca cola to attract the customers who don't prefer water added drinks.
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Continue… Vision statement:Coca Cola vision statement is “ to work together and build brand image”. This motivates the business associates to perform better in the competitive market place.The staff members are motivated to work effectively so that set objectives can be accomplished in the set time frame.
Continue… SMART Objective: Specified-The company has launched this product to provide the variety of products to their customers so that they can retain existing and can attract new customers who prefers chocolate drink. Measurable-The company has launched to acquire 20% more market share over the world which allow the company to increase their revenue.
Continue… SWOT Analysis Tocreate a effectivemarketingplan ,the companyhasto take consideration about their internal and external strengths through using SWOT analysis.
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Continue… STP: Toeffectivelyachievetheobjective,thecompanyhastocreate marketing strategies are as follows- Segmentation-The company for the launch of their new product has chosen the segment of youngsters as they are the main customers of the company and the high amount of revenue is mainly generated from the youngsters.
Continue… Financial plan- The financial plan refers to the process in which the cost of the complete marketing plan is estimated by analysing the activities which are required to be perform. This plan is necessary to be created so that marketing objective can be achieved in specified budget which is prepared by the finance department.
Continue… Total estimated budget- ParticularsAmount Training and development520000 Promotional320000 Safety measures522111 Advertisement548100
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Continue… Control-The marketing plan which is prepared to study the market and marketing objectives can be achieved. The company is require to control the activities of the marketer through the use of various control techniques. As setting standard criteria, the performance can be measured and the deviations can be calculated which is necessary for the improvement of the performance.
Conclusion It has been concluded from the present presentation that marketing mix is important to consider as administration can enter into the market with innovative goods and services easily. Also, business can grow and flourish smoothly without government interventions and are able to generatehugeprofitfromcustomers.Businessconcernprepare marketing plan so that staff members can perform their task smoothly without error. This a blueprint where all the information regarding the innovativedrinkismentionedandrolesandresponsibilitiesare assigned to the workers accordingly.
References Carr,E.R.,2014.E-cigarettes:facts,perceptions,andmarketing messages.Clinical journal of oncology nursing.18(1). De Jong, M., Marston, N. and Roth, E., 2015. The eight essentials of innovation.McKinsey Quarterly. 2.pp.1-12. Eng,P.,2017.ErsteSchritteimOnline-Marketing.Suchmaschinen- Content-Soziale Medien, Wiesbaden.
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