Marketing Essentials: Coca-Cola and Pepsi Marketing Plan Analysis

This report provides a comprehensive analysis of marketing essentials, focusing on the marketing strategies of Coca-Cola and Pepsi. It begins with an introduction to marketing and its importance in achieving business objectives. The report then delves into a detailed comparison of the marketing mix (7Ps) of both companies, highlighting their approaches to product, price, place, promotion, people, process, and physical evidence. Furthermore, the report includes a basic marketing plan for Coca-Cola, incorporating a mission statement, objectives, SWOT analysis, and Porter's Five Forces model to assess the competitive landscape. The marketing budget is also outlined, emphasizing the importance of a well-defined marketing plan for better coordination, consumer satisfaction, higher performance standards, and increased efficiency. The conclusion summarizes the key findings, emphasizing the significance of marketing mix and planning in promoting businesses and increasing profitability. References to relevant books and journals are also provided.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
P1. Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................1
P2. Produce and evaluate a basic marketing plan for an organisation........................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing refers to identifying and understanding the customers and developing products
or services that meet their needs. It includes advertising, selling and delivering products to a
customer. These are the approaches undertaking by company to promote its product and services.
Marketing is important across many business as it is an essential element for a growth and
maintaining business position in a competitive world (Rascati, 2013). This report covers a two
different companies marketing mix to achieve business goals and a basic marketing plan of a
Coca-Cola.
TASK
P1. Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives
Marketing mix is a tool used by businesses and marketers to help in determining a
product and offering and focus on audience by reaching through an appropriate promotional
strategy. The ultimate goal of marketing is to match a company's product and services as per the
customer requirements. It usually used for developing an effective marketing strategy(Gillespie
and Riddle, 2015). This part of report includes difference of marketing mix between Coca Cola
and Pepsi brand in achieving business goals. Marketing mix includes seven Ps, these are
discussed in detailed as follows:
Marketing Mix tools Coco- Cola Pepsi
Product This tool includes a product strategy as it
is one of the popular brand in beverages.
Only small number of employees know
or they access its ingredients. Hence, a
company is not limited to only one
product. It has launched a large number
of products over many years.
This tool has basic cola basic
ingredients of similar
beverages which includes
carbonated water, caffeine,
natural flavour, colouring and
many other.
Price Coca-Cola enjoyed monopoly in every
market. Pricing strategy of this company
was influenced by the cost of production,
Pepsi was introduced after
coke. It is based on value
based pricing strategy with
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the pricing is based on value that its
product create to customers in different
situations. That's why price per litre can
be variate upon packaging or location.
This is was an effective targeting price in
market segment.
their “Hybrid everyday value
model”. This pricing strategy
is an effort to make customers
buy Pepsi not only when sale
is going on.
Place The distribution is based largely on
operating through local partners, which
in turn are working with customers. This
includes effective channels of FMCG
distribution and maintain supply chain
management. Its products are sold over
200 countries across .
Pepsi is also using same
strategy. There is no big
difference between availability
as these leading to fast food
restaurant chains such as
subway, Mc Donalds and so
on.
Promotion Coca-Cola uses these approaches such as
, television, in stores, social media etc.
they mainly focus on the meaning of
healthy life(Desai, 2013). In promotion
there are various tools required such as
selling, distributing, publishing,
advertising and many more,
Although, both competitors
use almost similar promoting
tools and tactics naturally
because of different targets
and their starting point.
People In this marketing mix tool, it basically
focuses on the employees, management ,
culture and customer services which are
provided by company. If services will be
good and provide better working
condition, it will result in better
performance of an organization.
Whereas, in this, it includes
customer services which is an
effective method to capture the
eyes of a consumer which help
them to attract and possess
loyalty among employees and
customers(Mueller and et.al.,
2015).
Process It involves not only product that engross
customers but process which make
In this part, company owns
many factories around the
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product availability is also necessary.
Product design and development affect
execution of a service to ensure a
working business or running effectively.
world and follows a systematic
approach in all processes.
Physical Evidence This tool includes the logo, interface,
comfort, furnisher and facilities to
delivered their customers. This includes
an intangible products and services
which should tried to understand
customer perspective.
However, it also focuses on a
pleasant ambience of stores.
This helps in maintaining
brand image which will lead to
accomplish their objectives.
P2. Produce and evaluate a basic marketing plan for an organisation
Marketing plan defines roles and responsibilities in the marketing administration in such
a way as to attain the goals of an enterprise. Generally, it emphasis on allocation of marketing
resources in best and economical way. This involves the preparation of budgets, programmes and
policies for carrying out different activities and functions to attain marketing goals(Dessain and
Zeuch, 2015). Developing a plan requires research, time and many more, but it is valuable
process that contribute to company success. The basic marketing plan for a Coca-Cola company
is describe in below:
Mission: It stated that, to stimulate point of happiness and make value to form deviation.
Objectives: To monitor the progress and ensures trails effectively and effectively.
SWOT
This technique is used in many general management as well as in marketing. It consists of
examining current activities of a business organization. These are as follows:
 Strength: As it is a known name, they have strong customer loyalty. The particular taste
makes it easy to identify and hard to find substitute for a customers. This aspect in respect to
Coca Cola's bottle system is one of the greatest strengths. It allows to conduct business on a
global scale and maintain a general approach. As, company does not have entirely relation of
its cover network which is a main source of revenue.
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 Weaknesses: As a major competitor is Pepsi. Now a days, people become concerned with
diabetes and obesity. It contains various harmful substances such as caffeine, carbonated
drinks which are addressed or found healthier solution yet(Malhotra2013).
 Opportunities: Coca-Cola can introduce new products and change their current offers. It has
presence compact drinking water with Kinley. Thus, it should focus on expansion of Kinley
as a brand to take up Bisleri's level trust. On other hand, in developed nations have a high
presence of coca-cola, these are slowly moving towards healthy beverages.
 Threats: Water is only threat to Coca-Cola. However, water insufficiency is on the rise. On
the other hand, there are indirect competitors such as coffee chains that is starbucks, costa
coffee, cafe coffee day on the rise.
Porters five forces model
This model measures every part of industry and market which helps a manager to to form
different strategies on basis of increasing profitability and influence other industries. It includes
five forces which are as follows:
 Suppliers: The bargaining power of supplier is weak because of over pricing of these
commodities. Soft drink factories are important to suppliers as buyer purchase it into
large quantity. This leads to promote supplier to stay in good connection with buyers.
 Buyers: Vending machines render products to a customers in a consecutive line with
tremendously no power of buyer, this will influence buyer to take it easily and
conveniently.
 Threat of substitute: This industry is fulfilled with various substitutes such as water, tea,
juices, coffee, etc. But all suppliers substitutes massive advertising, selling and other
promotional activities related to marketing(Lancaster and Massingham, 2017).
 Entry of new competitors: This analysis is related to capital and labour intensive which
are enforce due to new entry of firm in an industry. Trained manpower are available
which can become a threat for an existing company such as coca-cola. There is no cost
advantage as it is an new firm in existing competitive industry and therefore, it will be
focuses on there sales rather than generating profit.
 Intensity of competitive rivalry: This industry is well known for oligopoly market
strategy in which there are existing companies in related industry. There are two brands
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with similar products and strategies(Siegel and Worrall, 2018). Therefore, the
differentiation is categorized on the basis of pricing.
Marketing budget
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 54000 15000 15000 26000 20800
Investment 20000 15000 16000 14000
Total 54000 35000 30000 42000 34800
Marketing
expenditures
Advertisement 10000 7200 6800 6500 6200
Sales promotion 2200 2000 5000 3000 9100
Direct marketing 7700 6500 2500 7500 3000
Total 19900 15700 14300 18000 18300
Importance of Marketing Plan
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 Better co-ordination: By making a marketing plan helps in all managerial activities.
This will enhance the working condition of existing organization which will leads to
attain their goals on time period. Ultimately, it will reduces conflicts among employees
and maintain harmony into existing environment in a company.
 Consumer satisfaction: In a marketing plan, it is an essential part to satisfy consumer
needs, otherwise a firm will not be able to exist for a longer period in competitive world.
By focusing on customer needs and satisfaction can maximize the profit of Coca-Cola
company. This result in increases market share and revenue.
 Higher performance standard: In this part of marketing plan, it leads to make simpler
and easier at the time of decision making and resolving problems generously.
 Increases efficiency: Marketing plan helps to increase efficiency by allocating and
minimum utilisation of resources. It develop responsibility and control unnecessary
activity.
CONCLUSION
From the above report, hence it is concluded that marketing mix and marketing plan is
one of the most essential element in promoting there businesses. This will increase in
profitability and effectively by using various tools and techniques of marketing activities.
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REFERENCES
Books and Journals
Rascati, K., 2013. Essentials of pharmacoeconomics. Lippincott Williams & Wilkins.
Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.
Desai, S.S., 2013. An Analysis of the Competitive Marketing Strategies of the Hospitality
Industry in UAE. IUP Journal of Management Research, 12(1)
Mueller, J.P., and et.al., 2015. Community‐based livestock breeding programmes: essentials and
examples. Journal of Animal Breeding and Genetics, 132(2), pp.155-168.
Dessain, N. and Zeuch, M., 2015. Human Resources Marketing and Recruiting: Essentials of
Recruiting Events. Handbook of Human Resources Management, pp.1-10.
Malhotra, N., 2013. Study Guide with Technology Manual for Essentials of Marketing Research.
Prentice Hall.
Lancaster, G. and Massingham, L., 2017. Customer care and relationship marketing. In
Essentials of Marketing Management (pp. 270-288). Routledge.
Siegel, L.J. and Worrall, J.L., 2018. Essentials of criminal justice. Cengage Learning.
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