Marketing Planning Process for New Soft Drink 'Health with Taste'

PRINCIPLES OF
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
SECTION 1......................................................................................................................................3
Components of marketing planning process and outline of marketing orientation and its
application in business............................................................................................................3
PESTLE analysis for new products and their micro environment factors related to competitor
activity....................................................................................................................................5
Importance of 7P model in effective planing of marketing....................................................6
SECTION 2......................................................................................................................................6
Segmentation process in soft drinks markets for business to business (B2B) and business to
consumer (B2C) markets.......................................................................................................6
The methods of targeting the (B2C) markets and the characteristics which help in targeting the
new products...........................................................................................................................8
Meaning of positioning and way of positioning the new soft drink in targeting markets......8
SECTION 3 .....................................................................................................................................9
Using table format for describing the 7P marketing mix regarding the new soft drink.........9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
The principle of marketing is the process of creating, communicating, delivering and
exchanging of products and services. The principles of marketing is very essential in market to
develop the business by its various methods. The creating in marketing includes the collaboration
with customers and employers. The communicating means to learn from customers and
delivering means offering to the consumers in optimising value and exchanging means trade
value. The principles of marketing is based on 4P. These 4P are product, promotion, place and
price. These 4P are key of marketing mix which enhance the value of products in markets
(Rowson, 2019). The given report is based on the marketing planning process of new soft drink
and their marketing orientation and their business strategies to develop the new soft drink in
market. The company PepsiCo has started in 1898 and the headquarter of PepsiCo company is in
New york. The PepsiCo company has decided to launch the soft drink which is healthy because
of more attraction of peoples on healthy drinks. The company has launched the new soft drink
'Health with taste' to markets. The 'Health with taste' is made up of 100% fruit juice, honey and
very low amount of sugar (Dolnicar, 2022). The given report is based on planning process which
PepsiCo company should use in whole process of launching and marketing of new soft drink'
Health with taste'. The given report has taken into account of PESTLE analysis and segmentation
process with business to business and business to customer.
MAIN BODY
SECTION 1
Components of marketing planning process and outline of marketing orientation and its
application in business
Marketing planning process is define as the systematic way for planning and coordinating
all objectives and needs of market (Alsem, 2019). It includes the whole process of developing,
executing and implementing the strategies of markets which help in development of business.
The main aim of planning in market is to identify the customer demand for gaining more profits.
Components helping in marketing planning process
 Marketing research: It is the process to determine the benefits of new products through
research process. The marketing research is very beneficial for the improvement of
business because it focus on demands of customers through various process. The

marketing research includes the qualitative, quantitive, branding and secondary research
of the products and services for optimum output. The PepsiCo has done their marketing
research with the help of their development team (Fitt and et. al., 2019).
 Product: The product is very important in planning process of marketing because
products represents the company. The product marketing includes the promoting and
selling of products to the customers (Chuvieco and et. al., 2018). Products should be
relevant and follow the market trends. The PepsiCo is focusing on the market trends and
has launched 'Health with taste' to provide benefits to the customers.
 Budget: The process of budgeting depends on the house souring and house sourcing
process. The PepsiCo has taken into account both house souring and sourcing for
deciding the budgets of products.
 Pricing: The pricing defines as the setting of amount or price of the products and
services. The price of product should be liable and fair for customers as well as to the
company. It should be done by targeting the different economical groups and the
availability of products to each customers. PepsiCo has focus on pricing of new soft
drink as per different income levels (Penney, Cattan and Ridge, 2022).
 Evaluating the result: The last step of marketing planning process which focus on all
strategies of company before launching of products. This process is monitored by high
level of authorities. PepsiCo has used various new tools for modifying and evaluating the
performance.
Importance of marketing orientation:
The marketing orientation is the process which help in increasing the loyalty and
satisfaction of customers. It includes the concepts related to production, sales and marketing. The
marketing orientation is helpful for business development and their role in business are as
follows:
 Brand loyalty: The brand loyalty is the way to creates the trust of customers on products.
The marketing orientation focus on brand loyalty to increase the satisfaction of
customers.
 Gross generation: The marketing orientation is also focus on gross or revenue
generation before manufacturing of products (Zile, and Licite-Kurbe, 2021). The