Marketing theory Practise Assignment 2022

Running head - MARKETING THEORY PRACTICE
Marketing Theory Practice
Name of the student
Name of the university
Author’s note

MARKETING THEORY PRACTICE1
Introduction
The market theory enables people to willingly exchange products and services on the
basis of prices without understanding each other. For example, thousands of strangers carried
the cup of coffee, an individual drinks in the morning to that individual, who grown,
harvested, processed, produced, packaged, transported, stored, and sold products along the
manner at multiple phases of manufacturing (Fan, Lau and Zhao 2015). One way of
appreciating the distinctive nature of exchange-mediated trade among outsiders is to compare
it with ways in which individuals deal with each other.
The following report would be discussing about marketing theory practices taken by
famous brands like Coca-Cola and Pepsi Co. The report would briefly describe about the four
marketing P’s which have been used by the Pepsi Co. in the market. The report would also be
discussing about the positioning and branding marketing practice which helped Coca-Cola to
achieve success in the market.
Discussion
Coca-Cola’s Branding and Positioning Practices
Coca-Cola is a carbonated soft drink produced by The Coca-Cola Company. The
Coca-Cola Company is one of the world's largest business corporations. It works across the
nation in around 200 nations, according to business sources, and products marked with the
business form an enormous amount of sales. If a brand like Coca-cola is considered, one can
consider the expenses of designing, licensing, and advertising the patents, trademarks, and
other related rights (Rajavi, Kushwaha and Steenkamp 2019). On the other side, one may
concentrate on what they might cost to replace. Both these methods are subjective, but they
are normal conventions, namely the historical cost method and the price substitution process.
Analysis of economic replacement is another approach to brand valuation. It looks at issues

MARKETING THEORY PRACTICE2
such as what would be the branded enterprise's economic power without the signature or
brand property and how it depends on the rates, values and outlays. Clearly, the brand equity
of its products for clients and stakeholders is comparatively very high. With regard to a big
company such as Coca Cola, it is simple to state that any large-scale shift in its product or
goods could lead to short-term market disturbances.
With a successful past, its impact on Coca-Cola's branding approach could be
securely indicated and stayed effective over the centuries and there are four key brands:
coffee, tea, fruit juice / fruit beverages and another 500 + distinct Coca-Cola flavors together
with bottled drinking water create the firm a leader in the sector (Datta, Ailawadi and Van
Heerde 2017). The brand marketing campaign components must have the excellent advantage
of being very cost-effective. While the first estimate is quantitative and therefore simpler to
assess, the second measure is qualitative, making it harder to approach. However, merely by
assessing the amount of fresh customers, they should be able to determine the efficiency of
the advertising campaign. The primary objective of the global marketing policy would be to
assess the efficiency of the marketing strategies used by the company, identify ways to
optimize these procedures and enhance the outcomes produced by the marketing department.
(Liu et al. 2015)
Coca-Cola's positioning approach has enabled them to paint an appropriate self-image
in their customers ' minds. They intended their positioning strategy to take an efficient image
of their products for their customers. Once they chose to target and compete in the market
segment, they obviously created an image of the targeted market segment and correctly
identified their goods as portion of their positioning strategy (Ramani and Srinivasan 2019).
They emphasized their separate and distinctive features in regards to their competitive
brands, emphasizing their individuality through their positions approach.