Table of Contents Activity 2...............................................................................................................................................2 A comparison of how different organizations apply the marketing mix................................................3 Marketing plan for Coca-cola.................................................................................................................6 CONCLUSION.........................................................................................................................................9 Activity 2 Report
A comparison of how different organizations 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 recognized brand in the world. The products which are made by coca-cola are Fanta, diet drink, sprite, coca cola zero, minute maid etc (WuandLi, 2018).Its different types of products are the key to Coca-cola’s success, variety of products help to reach every market segment. 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.Offering products in many forms and countries help Pepsi to gain a huge market share. Pepsi has variety of products such as AMP energy drink, Mountain Dew, Tropicana juice etc. 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 (Pomering and Johnson, 2018).Coca-cola is a multinational company has its market in almost all over the market. It helps the company to attract customers from different parts of the world. 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.Pepsi enter into new markets not alone but with different partners and mergers. Pepsi has collaborated with companies such as Lipton, Starbucks etc, it helps the company to expand its business easily and minimize risks.
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.Coke was company which was top in the market before Pepsi entered in the industry. Earlier the cost of coke was decided on the basis of cost. Due to competition in the market Coca cola brought a revolution mainly in Indian markets with the Rs 5 pricing strategy which became very popular.This pricing strategy helped the brand to attract a lot of customers mainly price conscious consumers. Coca-cola decides the prices of its products according to the competition in the market to sustain its competitiveness. 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.Pepsi also decide its pricing with respect to the competition in the market. The best thing about the company is that it is highly flexible, it reduces the products quickly as needed. Though Pepsi had also earned losses due to its risk-taking attitude, lowering price attracts customers but is not effective in managing the cost. 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 utilizes both modern and traditional methods to promote the brand. Coca- cola has a list of celebrities endorsing the brand, but they are asked to use only the products by the company and needs to avoid using any product by rivals. It is a strategy to promote products and attract followers of the brand ambassador. 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.Pepsi also promotes its products by direct marketing, the company’s
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representative offer sample drinks to the customers in malls to attract customers. This strategy helps the company to build customer relationship. People Coca-cola People are the main part of any organisation because they are plays major role in purchasing aswellasselling. Withoutemployeesorcustomerstherecannotbeanyproductto 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. 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.
Strategies applied by Coca-cola Coca-cola focuses only on diversified product portfolio within the beverage industry and has only few products outside of that industry. The majority of Coca-cola’s revenue is generated directly form the more than 100 beverages products it manufactures. It has a high focus within the beverage industry that allows it to make key investments and communicate key messaging with the consumers (Pantano, Priporas and Migliano,2019). 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 approaches 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. Strategies applied by Pepsi Pepsi is a company which is famous for a highly diversified product portfolio, both in beverage industry as well as other industries for example consumer packages goods industry. The company earns 50% of its business revenue from products in the snack food category. The diversified business model of Pepsi helps it to acquire or create complementary products in both the beverage and food industry (GREEN and WARREN, 2019). 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 Executive summary – In order to its business position and profitability in the market Coca- cola needs to focus on its marketing strategy. The marketing plan is created with respect to the set objectives. The company is entering into a new market with clothing products. This
marketing plan examines the marketing mix, risk, strengths and weakness of the products with respect to bringing a new product in the market. Marketing Objectives of coca- cola To increase the profitability by bringing clothing products To attract more customers toward the new product To be globally known as clothing product 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 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.
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Place-Coca-cola sells its product in all around the world. The place which is target for the arrivals is shopping malls, supermarkets etc (Shahzad, Haris and Abbas, 2018). 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 on the distribution of the same. People-People are the important part for any organization 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. 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. Evaluation Amarketresearchwillbeexecutedbyanenterprisefor accumulating the information about the view of customers about launch of new item. Analysis of the sales report will be done in order to measure an effectiveness of marketing activity of an organization. In context of Cola , marketing strategies implemented by an organization is effective as it has helped firm in increasing sales. CONCLUSION The above report identified the differences among the marketing mix elements within Pepsi and Coca-cola. The study also examines strategies both companies utilizes to sustain in a competitive market. The report also include a marketing plan for Coca-Cola in order to introduce clothing products in the market.
REFERENCES Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social commerce:Astimulus-organism-responseperspective.InternetResearch,28(1), pp.74-104. Pomering,A.andJohnson,L.,2018.Buildingsustainabilityintoservicesmarketing: expanding decision-making from a mix to a matrix.Sustainability,10(9), p.2992. Pantano, E., Priporas, C.V. and Migliano, G., 2019. Reshaping traditional marketing mix to include social media participation: evidence from Italian firms.European Business Review, (just-accepted), pp.00-00. GREEN, M.C.K. and WARREN, J., 2019.GLOBAL MARKETING. Pearson. Shahzad, I., Haris Qureshi, M. and Abbas, A., 2018. Impact of Internal Marketing Mix on Affective Commitment in Telecommunication Sector.European Online Journal of Natural and Social Sciences: Proceedings,7(1 (s)), pp.pp-58.
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