Marketing Essentials: Comparing Coca-Cola's Strategies and Plan

This report provides a comprehensive analysis of Coca-Cola's marketing mix, detailing the 7 Ps and comparing its strategies with PepsiCo. It covers pricing, product, place, promotion, people, physical evidence, and process. The report further outlines a marketing plan for Coca-Cola's new product, "Cola Shake," including background, vision, mission, strategic objectives, product description, and STP (Segmentation, Targeting, Positioning) approach. The marketing mix components for Cola Shake are described, and the strategies used by both Coca-Cola and PepsiCo, such as segmented revenue growth and market penetration, are evaluated. The plan includes strategies for social media campaigns and YouTube/Facebook promotions. The report emphasizes market segmentation based on geographic and demographic factors, targeting urban areas with specific income and age ranges. The report also includes information about the product's positioning on traditional and online channels.

MARKETING ESSENTIALS
(ACTIVITY 2)

Table of content
• Introduction
• Comparison of marketing mix
• Marketing plan
• Conclusion
• References

Introduction
Marketing mix consist of seven elements which should be considered by the marketing
department before developing any strategy or launching new products. This is very essential
for the companies in achieving their goals in an efficient manner. It is also known as the
combination of certain actions, strategies or tactics which can be used by the companies for
promoting their products effectively in the market. This presentation is based on Coca Cola
which is a US based beverages firm. This presentation will cover the marketing mix of
different organisations as well as formulation of marketing plan for achieving the desired
goals.

Comparison of marketing mix
Marketing mix is an important element for business growth and development which unable
them to deliver high quality of products in order to attain high productivity and profitability. It
contains 7p's which helps the company by guiding or directing them in selecting potential
customer in order to obtain maximisation of profit. The marketing mix of Coca Cola and
PepsiCo is discussed in further slides.

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Particulars Coca-Cola Pepsico
Price It is the amount in which customer
exchange money and receives goods
or services. Their main aim is to
implement fair price which is easily
affordable by customer. Along with
this, company adopt effective and
impressive pricing strategy. IN case
of Coca – Cola, it has fair price for
their product as their pricing strategy
is based on competitors pricing.
However, Coca- Cola applies pricing
strategy i.e. price skimming, market
price and market penetration which
enable them to achieve highest
possible sales.
Price is the cost consumers
pay for a product in order
to achieve customer
attention and add value to
brand image. The pricing
strategy of Pepsico is
competitive. It is mainly
known in providing
promotional discounts as
well as discounts on bulk
buying. However, they are
enable to achieve higher
sales and effective
productivity.

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Particulars Coca-Cola Pepsico
Product This element is regarded ad initial stage of
business operation. Product means goods
and service which the company offers to
target market in order to achieve their
business goal in an effective and efficient
manner. In context to Coca Cola they deal
into beverage industry comprising of
3300 products. Its brands are Fanta,
Maaza, Limca, Thumps Up, Minute Maid
etc. Their products has the capability to
satisfy the customer need or wants
because of their effective marketing
strategy which allows them to obtain
higher level of efficiency.
Being one of the strongest
player among beverage
industry as it expanded their
major business in breakfast or
snacks segment. Pepsico
products are 7up, Duke,
Mirinda, Tropicana, cheetos,
kurkure , lays Quakaer oats.

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Particulars Coca-Cola Pepsico
Place Proper placement is a key to
marketing any product
successfully as it has direct
impact on their distribution
activity. In case of Coca Cola,
it is available all over the world
as they have effective
distribution network that has
almost eroded small and middle
level players in market.
Moreover, they captured rural
market by extensive
distribution of Bovonto,
Kalimark etc. which allows
them to achieve effective
market share.
It has huge distribution
network or channel which is
conceivable for every type of
customers. It has its own
bottling plants where it does its
bottling for products as it
contains 36 bottling plants in
which 13 are franchised and 23
are company owned. However,
it's products are easily available
in market which echinacea
customer satisfaction and adds
value to company's brand
image.

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Particulars Coca-Cola Pepsico
Promotion It is a tool which involves all the
activities marketer undertake to
inform consumer about their
products and encourage potential
customer to buy their products.
Some of promotional tools are
sales promotion, advertising,
public relation, direct marketing
etc. In context to Coca Cola, they
promote their product by
advertising in magazine ads,
television, online and social media
which help them to maintain their
position of industry leadership
against rival Pepsi.
This factor is one of the
strongest tool of Pepsi in order
to retain the brand image. As its
competitors Coca Cola target
youngster likewise it also target
only youngster but in order to
gain competitive advantage they
focused on middle aged group
people also i.e,. by producing
Kurkure. Apart from this, it
uses all media channels for its
promotion of product as well as
it applies trade promotion and
sales promotion .

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Particulars Coca-Cola Pepsico
People People are the most important
element of any service or
experience. Services tend to be
produced and consumed at the
same moment and aspects of
the customer experience are
altered to meet individual need.
In context to Coca cola, their
main target is youngsters.
Apart from this, they always
tries to implement attraction
and effective strategies in order
to gain beneficial outcome and
attract more consumers towards
products.
People are the human actor
who plays a vital role in service
delivery which influences
buyer's perception and help
them to accomplish business
goals or objectives in an
effective and efficient manner.
However, Pepsi mainly target
youngsters and middle age
group people which enable
them to gain their competitive
advantage and obtain high
profitability.

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Particulars Coca-Cola Pepsico
Physical Evidence It is one of the components of
marketing mix and is most
useful in selling and marketing
services and intangible
products. Coca Cola has
impressive and attractive
packaging an labelling which
captures the attention of
customer and help them to
achieve high proficiency.
Pepsico has effective and
productive packaging
philosophy as it mainly focus
on reduce, reuse, recycle,
remove and renew. By this they
are able to accomplish
sustainable profitability as well
as it helps them in promoting
their product among
competitive world.

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Particulars Coca-Cola Pepsico
Process It is also an integral element
which add value to products
and develop relationship with
customer which improves
company's brand image.
However, Coca Cola has
effective manufacturing
process and distribution
channel which enable them to
enhance customer satisfaction
and give them good experience.
Pepsico is in the process of
removing high fructose corn
syrup from both the traditional.
However, because of its
efficient process it allow them
to attain high productivity and
help them to gain competitive
advantage.

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Evaluation of different strategies applied by the organisations
Both of the companies taken for marketing mix are top player among their industry which
also applies different strategies for attaining their organisational goals and objectives. These
strategies are also based on the market and their target customers as discussed below:
Strategies used by Coca-Cola
Coca-Cola is having operations are global level due to which company has implemented
some effective strategies for attaining its business objectives as discussed on further slides.