Marketing Essentials Report: Coca-Cola, Pepsi, and Diet Coke Marketing

This report provides a comprehensive analysis of marketing essentials, focusing on the strategies of Coca-Cola and Pepsi. It begins with an introduction to the marketing mix, including the traditional 4Ps (product, price, place, promotion) and the expanded 7Ps (including people, process, and physical evidence). The report then compares the marketing approaches of Coca-Cola and Pepsi across these elements. A significant portion of the report is dedicated to a detailed marketing plan for Coca-Cola's new product, Diet Coke, covering company overview, strategic objectives, market research (SWOT analysis), target market segmentation, and marketing budget. The marketing budget includes details for initial investment, promotion, and sales projections over a five-year period. Finally, the report discusses monitoring and controlling marketing activities to ensure the plan's success and concludes by emphasizing the importance of the marketing plan as a roadmap for new product launches and the effective utilization of the marketing mix to meet consumer needs.

Marketing Essentials

Table of Contents
 Introduction
 Comparison of different organisations
 Evaluation of different tactics
 Marketing Plan
 Conclusion

Marketing mix refers to that framework, tactic or tool of action which is used by company in order to
launch and promote their brand or product. In traditional era, it includes 4 P's which comprises the
product, price, place, promotion but due to increase in demand in marketing sector 3 more P's are
introduced for effective and smooth running of product which are people, process and physical
evidence. Marketing plan is a roadmap for introduction and distribution of products or services to the
targeted customers.
Introduction

Product: Product refers to the goods which are offered by companies for the exchange of something.
Coca cola: Coca cola is the largest chain of supplying the soft drinks and beverages in the world and also
one of the recognised and valuable brand.
Pepsi: Pepsi sell wide variety of beverages and snacks and offer products which includes lays, mountain
dew, tropicana and many more which satisfies and attract more and more customers.
Marketing Mix

Price: Price is the amount which is paid by potential customers for the exchange of offerings and these
are valuable for them.
Coca cola: Pepsi is the competitor of coca cola in the soft drink and beverages segment. The pricing
strategy of coca cola is aimed for driving the brand loyalty.
Pepsi: Pricing strategy of Pepsi is market oriented pricing strategy which reflect various factors such as
competitive environment, purchasing power of customers and many more.
Continue...

Place: It is a place or venue where the products are offered to their customers. It is the location form
which the manufactured products are transferred to its final destination.
Coca cola: Proper placement is the basic element to market any product and it impacts the distribution of
their offerings as location and venue influences the sale.
Pepsi: The products of Pepsi are sold in more than 200 countries and various territories. Customers
purchase products from different places such as supermarkets, mini markets, restaurants and other
stores.
Continue...

Promotion: It is conducted after the products are reached to their final destination and their prices are
decided.
Coca cola: Once the prices of products are decide then next step is promotion. To promote the products,
companies need to decide the appropriate channels for market their products and also matches the nature
of the product.
Pepsi: Pepsi promote its products through their Pepsi Stuff promotion in which their customers collect
Pepsi Points from buying various products.
Continue...

People: It involves the people or employees who are working for the company in order to sell the
products to their customers. These are the staff who communicate the message to general public. It
includes training sections for their staff members.
Coca cola: It is basic element for company which defines the services which are offered by people or their
staff.
Pepsi: Pepsi includes corporate culture in which they value their employees and also emphasises on
diversifying their workplace.
Continue...

Process: It includes the way to deliver the products and services to potential customers. It refers to the
process which describes the distribution of products and customers also pay for the service which are
delivered to them by the companies.
Coca cola: It is a way by which distribution and delivery of products and services is done. It is important in
marketing as it describes the ways by which coca cola deliver its products.
Pepsi: Pepsi deliver their products through retailers, restaurants, stores and other mode of distribution.
Moreover, Pepsi follows three channels of distribution direct store delivery, customer warehouse and
third party distributor networks.
Continue...

Physical Evidence: It refers to the services which can be seen or experience when customers use the
product or see it as it helps in attracting them.
Coca cola: Here, the customers of coca cola will decide their buying which is based on the seen and
tangibility of product. Like, the packaging and appearance of the product attract the customers and the
services which is also offered by coca cola.
Pepsi: It includes those services which are tangible for the customers because it the way by which Pepsi
attract more and more customers. Here, the packaging of the Pepsi is its appearance which helps in
attracting more and more customers.
Continue...

The concept of marketing mix influence the various departments of the company. Marketing manager
need to realise the need of marketing the products and services as these research brings new approaches.
The basic tactics which are applied by coca cola is penetration pricing as it helps in attaining the
competitive advantage of the business environment. Here, they initially set the prices low in order to
attract their customer towards their products.
Evaluation of different tactics

Marketing plan is a business document with different marketing strategies for the development of
product. It is essential for the company to prepare as it contains all information related with launching of
new product in competitive market with proper plans and strategies. Coca cola deals in soft drinks and
beverages and now decided to launch its new product Diet Coke a health drink for their customers who
are health conscious. In order to launch its product effectively in the market, the marketing manager of
coca cola need to prepare an effective marketing plan with an objective of achieving sustainability in the
market.
Marketing Plan