Marketing Mix Analysis: Coca-Cola and PepsiCo - A Comparative Study

This presentation offers a comprehensive analysis of the marketing mix, comparing the strategies of Coca-Cola and PepsiCo across various elements like product, price, promotion, place, people, process, and physical evidence. It delves into the specifics of each company's approach, highlighting their strengths and weaknesses. The presentation also includes a detailed marketing plan specifically for Coca-Cola, covering its vision, SMART objectives, SWOT analysis, STP, and financial plan. The document concludes with an overview of the marketing plan's control mechanisms, offering valuable insights into the practical application of marketing principles within the competitive beverage industry. This presentation provides a clear understanding of how both companies utilize marketing strategies to achieve their business goals. The document is available on Desklib, a platform offering AI-based study tools for students.

Marketing
Essentials
Activity-2

Content
 Introduction
 Marketing mix Definition
 Comparison of marketing mix between Coca-Cola and Pepsi-
Co
 Marketing plan Definition
 Marketing plan for Coca-Cola
 Conclusion
 References

This presentation summarises the concept of marketing mix and its
comparison between two organisations operated in same industry. In
addition with this, marketing plan for Coca-Cola is also prepared under
this presentation.
Introduction

Marketing mix
Marketing mix is one of the most important marketing term which has
different tactics and plans which are used by an organisation to
evaluate their organisational activities and promote its brand in the
market. Marketing mix contains seven factors like product, price,
promotion, place, people, process, and physical evidence, these
factors can influence the products demand in an effective manner.

Comparison of marketing mix of
Coca Cola and Pepsi
Elements Description Coca Cola Pepsi Co
Product Product is an item which is
produce by an organisation with
the purpose of selling and earning
profit. An organisation to
understand the demands and
preferences of their customers
regarding to their products and
then they should produce the
products according to their
preferences.
Coca Cola is one of the most
recognized and value brand as it
is leading in variety of products.
This largest beverage industry
has a wide portfolio which
provide almost 3300 products to
its customers. Their main focus
on the taste of their products. It
is a worldwide company which
gets huge success in among all
the beverages industries.
Pepsi Co is a highly popular
brand in all over the world.
They have large portfolio of
their products which almost 22
are billion dollar brands. They
are not only leading in beverage
industries besides they are also
serving in snacks, food products
and many others.

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Elements Description Coca Cola Pepsi Co
Price It refers to that amount which
paid by customer for getting the
product. While deciding the
prices of their products an
organisation consider various
factors like their cost, profit,
market segments, discounts,
competitors price, and demand-
supply. An organisation should
decide that price which is easily
acceptable by their customers so
they can enhance their
productivity and profitability.
Their pricing strategy is
different from others as they are
deciding their prices according
to the competitors prices and
geographic segments. The prices
of their products are not very
high as their main purpose is to
attained customers loyalty. They
are serving best quality products
at low level price which attract a
large number of customers
towards their products.
Their products prices are depend
on the market competition and
demand from the customers. For
this they are adopting two market
strategies which includes market
oriented pricing strategy and
hybrid everyday value pricing
strategy. While making these
strategies their main focus on the
customer base which helps them to
attract various customers towards
their products.

Continue…
Elements Description Coca Cola Pepsi Co
Place This refers to that place
in which a business is
operating their
activities. An
organisation decide its
location very carefully.
They should choose that
location where their
customers can easily
reach and get the
products easily.
It is well known brand in all over
the world as they are serving its
products and services more than
200 countries. They have various
large distribution channels which
helps them to serve their products
across the world. Moreover, their
products are easily available at
retails stores and supermarket as
they have adopted multiple
distribution channels.
Whereas, the products of this company
is available in almost more than 160
countries. They are also operating their
activities world-wide with the help of
various distribution systems like they
are adopting direct store delivery,
customers warehouse, and food service
distribution networks, these all helps
them to cover a great marketplace.

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Elements Description Coca Cola Pepsi Co
Promotion It refers to that activities
which are adopting by an
organisation to aware and
attract the people towards
their products and
services. There are various
type of promotional
activities which can be
followed by an
organisation like direct
selling, sales promotion,
advertising and many
others.
For attracting a large number of
customer as well increasing their
sales and profits they are adopting
various promotional activities.
They are using various social
media sites, online ads,
sponsorship, print media etc.
They are also using tag-lines to
attract customers. Moreover, they
are also engage in CSR activities
to help in social welfare and
environmental issues.
They are following various
promotional strategies like TV,
print, advertising, public
relation, online ads etc. They
also supporter of various sports
events for maintaining the pubic
relation and also they give
various discounts and packages
deals to the customers.

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Elements Description Coca Cola Pepsi Co
People This term refers to the
staff members and
employee of an
organisation. It explained
that if an organisation
wants to attain a great
success then they need to
recruit right people, give
them training, and
enhance their skills so
they able to attract a rang
of customers in their
organisation(.
As it is a largest brand so they have
various employees and staff members
in their organisation. Coca Cola
always concern about their employees
as they give them proper training and
try to enhance their skills. Also, they
always maintain a healthy
relationship with their employee so
the employee able to convey their
messages and problems to their
management. It will help the
organisation to motivates their
employees in a right direction.
They also have various employees
and staff member in their
organisation. They are also
conducting various training
programs and personality
development programs in their
organisation so which helps them
to enhance the skills of their
employees so they able to attract
various customers towards their
products.

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Elements Description Coca Cola Pepsi Co
Process It includes those processes which
are adopting by an organisation
to deliver their products and
services. It is essential that their
main focus should be on the fast
delivery of their products with
same quality and expectations to
the customers which helps them
build customers trust towards the
organisation.
They are more focusing on
their research work so they
able to find the better
process of supply and
demand concepts which
help to supply their products
to their customers on time
according to their demand
and expectations.
They have great presence in
global market as they have great
supply and demand procedure
which affects various customers.
They are always concern about
the availability of their products
so that their customers is always
get their products easily.

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Elements Description Coca Cola Pepsi Co
Physical evidence This term include physical
appearance of various factors
like their products, their staff
dressing sense, the design of
their outlets and many others.
All these have greatly impact on
the customers mind so an
organisation needs to
concentrate on these factors so
they able to inspire their
customers with their products
and services.
As it is one the largest brand,
it has great physical
appearance in all aspects like
their outlets, products have
that designs and quality which
helps to make their products
and outlets different from
others. Also, their staff
behaviour and their business
environment is also able to
attract a large number of
customers.
They also have an effective
physical appearance in
every element. It also has
effective products and
outlets designing which
inspire various customers
in their organisation.

Different tactics adopted by
Coca-Cola
Here, firm design the prices of the drink by analysing the internal and
external environment so that more and more customers can be
attracted towards the drink. It directly leads to raise in profits in the
cut throat competitive world.
Coca Cola focus more on research and development area so that loop
of holes of others can be turned into opportunities in the open
market place.