Marketing Mix

Market ing Mix i s t he s e t o f ma rke t i ng t oo l s t ha t t he f i rm use s t o pu r sue i t s ma rke t i ng ob j ec t i ve s . Marke t i ng mix ha s a c l a s s i f i c a t i on fo r t he se ma rke t i ng t oo l s . These marke t i ng a r e c l a s s i f i ed and ca l l ed a s t he Fou r Ps i . e . P roduc t , P r i c e , P l ace and P romot ion .

The mos t ba s i c ma rke t i ng t oo l i s p roduc t wh ich i nc ludes p roduc t de s ign , qua l i t y , f e a tu r e s , b r and ing , and packag ing .

A c r i t i c a l ma rke t i ng t oo l i s p r i c e i . e . t he amoun t o f money t ha t cu s tomer s pay fo r t he p roduc t . I t a l so i nc ludes d i s coun t s , a l l owances , c r ed i t t e rms and paymen t pe r i od .

P l ace i s ano the r key marke t i ng mix t oo l . And i t i nc ludes va r i ous a c t i v i t i e s t he company unde r t ake s t o make t he p roduc t a cce s s ib l e and ava i l ab l e t o t he cus tomer . Some f ac to r s t ha t dec ide t he p l ace a r e t r anspo r t f a c i l i t i e s , channe l s o f d i s t r i bu t i on , cove rage a r ea , e t c .

P romot ion i s t he fou r th ma rke t i ng mix t oo l wh ich i nc ludes a l l t he a c t i v i t i e s t ha t t he company unde r t ake s t o commun ica t e and p romote i t s p roduc t t o t a rge t ma rke t . P romot ion i nc ludes s a l e s p romot ion , adve r t i s i ng , s a l e s f o r ce , pub l i c r e l a t i ons , d i r e c t ma rke t i ng , e t c .

Product

In ma rke t i ng , a p roduc t i s any th ing t ha t c an be o f f e r ed t o a ma rke t t ha t m igh t s a t i s fy a wan t o r need . I t i s o f two t ypes : Tang ib l e (phys i ca l ) and In t ang ib l e (non -phys i ca l ) . S ince s e rv i ce s have been a t t he fo r e f ron t o f a l l mode rn marke t i ng s t r a t eg i e s , some i n t ang ib i l i t y ha s become e s sen t i a l pa r t o f ma rke t i ng o f f e r s . I t i s t he r e fo re t he comple t e bund l e o f bene f i t s o r s a t i s f ac t i ons t ha t buye r s pe r ce ive t hey w i l l ob t a in i f t hey pu rchase t he p roduc t . I t i s t he sum o f a l l phys i ca l , p sycho log i ca l , symbo l i c , and s e rv i ce a t t r i bu t e s , no t j u s t t he phys i ca l me rchand i se . A l l p roduc t s o f f e r ed i n a ma rke t c an be p l aced be tween Tang ib l e (Pu re P roduc t ) and In t ang ib l e (Pu re Se rv i ce ) spec t rum.

A p roduc t i s s im i l a r t o goods . I n a ccoun t i ng , goods a r e phys i ca l ob j ec t s t ha t a r e ava i l ab l e i n t he ma rke tp l ace . Th i s d i f f e r en t i a t e s t hem f rom a s e rv i ce , wh ich i s a non -ma te r i a l p roduc t . The t e rm goods i s u sed p r ima r i l y by t hose t ha t w i sh t o abs t r ac t f r om the de t a i l s o f a g iven p roduc t . As such i t i s u se fu l i n a ccoun t i ng and economic mode l s . The t e rm p roduc t i s u sed p r ima r i l y by t hose t ha t w i sh t o examine t he de t a i l s and r i chnes s o f a spec i f i c ma rke t

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of f e r i ng . As such i t i s u se fu l t o ma rke t e r s , manage r s , and qua l i t y con t ro l spec i a l i s t s .

A se rv i ce i s a non -ma te r i a l o r i n t ang ib l e p roduc t - such a s p ro fe s s iona l consu l t ancy , s e rv ing , o r an en t e r t a i nmen t expe r i ence .

Coke - Product The Coca -Co la fo rmu la i s The Coca -Co la Company ' s s ec r e t r e c ipe fo r Coca -Co la . As a pub l i c i t y ma rke t i ng s t r a t egy s t a r t ed by Robe r t W. Woodru f f , t he company p re sen t s t he fo rmu la a s one o f t he mos t c l o se ly he ld t r ade s ec r e t s eve r and on ly a f ew employees know o r have acce s s t o . Th i s Coca -Co la fo rmu la appea r s t o be t he o r i g ina l f o rmu la t o Coca -Co la . I t i s f r om the book “Fo r God , Coun t ry and Coca -Co la” .

The company Coca -co l a i s a mu l t i na t i ona l and i t i s no t l im i t ed t o one p roduc t . Th rough t he yea r s t hey have i nven t ed and i n t roduced many p roduc t s t han t he i r ma in co l a d r i nks . The l i s t o f Coca -co l a b r ands a r e a s f o l l ows :

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1 . App le t i s e r2 . Aqua r iu s 3 . BPM Ene rgy4 . Ba rq ' s5 . Bea t soda6 . Beve r ly7 . Cann ings8 . Chee r s 9 . C i e l10 . Coca -Co la B l ack Che r ry Van i l l a11 . Coca -Co la B l ak12 . Coca -Co la C213 . Coca -Co la Che r ry14 . Coca -Co la C i t r a15 . Coca -Co la M516 . Coca -Co la Ze ro17 . Coca -Co la18 . Coca -Co la w i th Lemon19 . Coca -Co la w i th L ime20 . Dasan i21 . De l aware Punch22 . D ie t Coke23 . Fan t a24 . Fan t a C i t ru s25 . F io r avan t i26 . F re sca27 . F r i s co28 . F ru i t op i a29 . F ru ton i c30 . Fu l l Th ro t t l e31 . Georg i a32 . H i -C33 . Hi t 34 . K ia -Ora35 . K in l ey

36 . Lemon & Pae roa37 . L i f t 38 . L i f t p lu s39 . L i l t40 . Manzana L i f t41 . Mare Rosso42 . Me l lo Ye l l o43 . Mezzo Mix44 . Minu t e Ma id45 . Nes t ea46 . New Coke47 . Nord i c Mi s t48 . OK Soda49 . P ibb X t r a50 . Powerade51 . Qoo52 . Raspbe r ry Coke53 . Re l en t l e s s54 . Sa r s i55 . Senzao56 . S imp ly Orange57 . Smar t58 . Spa rk l e59 . Sp r i t e60 . Sp r i t e I c e61 . Sp r i t e Remix62 . Sp r i t e Ze ro63 . Su rge64 . Swerve65 . Tab66 . Tab C lea r67 . Tab Ene rgy68 . Tab X-Tra69 . T iky70 . Vau l t

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Pepsi - Product The Peps i -Co l a d r i nk con t a in s ba s i c i ng red i en t s f ound i n mos t o the r s im i l a r d r i nks i nc lud ing ca rbona t ed wa t e r , h igh f ruc to se co rn sy rup , suga r , co lo r i ngs , phospho r i c a c id , c a f f e ine , c i t r i c a c id and na tu r a l f l avo r s . The ca f f e ine f r e e Peps i -Co l a con t a in s t he s ame i ng red i en t s bu t no ca f f e ine .Some o f t he d i f f e r en t and va r i ed b r ands o f Peps i a r e a s f o l l ows :

1 . A l l Spo r t2 . Aqua f ina3 . Ca f f e ine -F ree Peps i4 . Crys t a l Peps i5 . D ie t Peps i6 . Ga to rade7 . I zze8 . J azz 9 . Jo s t a10 . Kas11 . Manzan i t a So l12 . Mi r inda13 . Moun ta in Dew14 . Moun ta in Dew AMP15 . Moun ta in Dew L iveWi re16 . Moun ta in Dew MDX17 . Mug Roo t Bee r

18 . Peps i19 . Peps i B lue20 . Peps i Cappucc ino21 . Peps i Max22 . Peps i ONE23 . Peps i Samba24 . Peps i Ta r ik25 . Peps i Twi s t26 . P rope l F i t ne s s Wa te r27 . S i e r r a Mi s t28 . S l i c e 29 . SoBe30 . S to rm 31 . Teem32 . T rop i cana P roduc t s33 . T rop i cana Twi s t e r

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Coke v/s Pepsi-ProductAs seen above bo th t he compan i e s Coke and Peps i have a number o f p roduc t s . Many o f t he se p roduc t s a r e i nnova t i ons bu t t he r e a r e a l so many p roduc t s wh ich a r e b rough t ou t j u s t a s a compe t i t i ve p roduc t f o r t he o the r compan i e s . Some o f t he se p roduc t s t ha t a r e b rough t i n t he ma rke t by bo th t he compan i e s t o compe t e aga in s t e ach o the r a r e a s f o l l ows :

Coke Pepsi

The main dark cola drink of the company which started the rivalry between these

companies.

Pepsi version of dark cola which is the major primary competitor to Coke.

Fu l l Th ro t t l e i s an ene rgy d r i nk b r and p roduced by The Coca -

Co la Company . I t debu t ed i n l a t e 2004 i n Nor th Amer i ca .

AMP i s an ene rgy d r i nk p roduced and d i s t r i bu t ed by Peps iCo unde r

t he Moun ta in Dew so f t d r i nk b r and .

Vau l t i s a c a rbona t ed beve rage t ha t was r e l e a sed by The Coca -

Co la Company i n June 2005 .

Moun ta in Dew MDX i s an ene rgy d r i nk manufac tu r ed and

d i s t r i bu t ed by Peps iCo unde r t he

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Moun ta in Dew b rand . I t was i n t roduced i n 2005 .

Powerade i s a spo r t s d r i nk by The Coca -Co la Company and cu r r en t l y number two i n t he

spo r t s d r i nk marke t wor ldwide .

Ga to rade i s a non -ca rbona t ed spo r t s d r i nk marke t ed by Quake r

Oa t s Company , a d iv i s i on o f Peps iCo . Or ig ina l l y made fo r

a t h l e t e s , i t i s now o f t en consumed a s a snack beve rage .

Sp r i t e i s a c l e a r , l emon- l ime f l avo red , non -ca f f e ina t ed so f t

d r i nk , p roduced by t he Coca -Co la Company . I t was i n t roduced t o

t he Un i t ed S t a t e s i n 1961 .

7 Up is a brand of a lemon-lime flavored soft drink.

Minu t e Ma id i s a p roduc t l i ne o f beve rages , u sua l l y a s soc i a t ed

w i th o r ange j u i ce , bu t now ex t ends t o so f t d r i nks o f many

k inds . The Minu t e Ma id company i s now owned by Coca -Co la , and i s t he wor ld ' s l a rge s t ma rke t e r o f

f ru i t j u i c e s and d r i nks . I t i s headqua r t e r ed i n Hous ton , Texas .

T rop i cana P roduc t s i s an Amer i can company ba sed i n

B raden ton , F lo r i da , USA, wh ich i s one o f t he wor ld ' s l a rge s t p roduce r s and marke t e r s o f

o r ange j u i ce . I t ha s been owned by Peps iCo , I nc . s i nce 1998 .

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Nes t ea i s a b r and o f i c ed t e a manufac tu r ed and d i s t r i bu t ed by t he Nes t l e company ' s beve rage

depa r tmen t i n t he Un i t ed S t a t e s , and by Coca -Co la i n s eve ra l

Eu ropean coun t r i e s , B raz i l and Venezue l a .

L ip ton Or ig ina l I c ed Tea i s a r e ady - to -d r i nk i c ed t e a b r and

so ld by L ip ton t h rough a wor ldwide pa r t ne r sh ip w i th

Peps i .

Ba rq ' s i s a b r and o f r oo t bee r no t ab l e fo r be ing t he on ly ma jo r

Nor th Amer i can roo t bee r t o con t a in c a f f e ine . I t ha s been

bo t t l ed s i nce t he s t a r t o f t he 20 th cen tu ry and i s cu r r en t l y so ld by

t he Coca -Co la Company .

Mug Root Beer is a brand name of root beer made by the Pepsi company.

D ie t Coke o r D ie t Coca -Co la i s a suga r - f r ee so f t d r i nk p roduced

and d i s t r i bu t ed by The Coca -Co la Company . I t was i n t roduced i n t he Un i t ed S t a t e s i n Ju ly 1982 .

D ie t Peps i i s a l ow-ca lo r i e c a rbona t ed co l a . I t was

i n t roduced i n 1964 a s a va r i an t o f Peps i -Co l a w i th no suga r .

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Kin l ey i s a b r and o f s t i l l o r c a rbona t ed wa t e r owned by The

Coca -Co la Company .

Aquafina is a non-carbonated bottled water produced by PepsiCo.

Aqua r iu s i s a m ine ra l spo r t s d r i nk manufac tu r ed by The Coca -

Co la Company . I t was f i r s t i n t roduced i n 1983 .

A l l Spo r t was a spo r t s d r i nk . I t i s p roduced by Peps iCo .

Fan t a i s a so f t d r i nk b r and owned by The Coca -Co la Company . I t i s p roduced and d i s t r i bu t ed by The Coca -Co la Company ' s bo t t l e r s .

Mi r i nda i s a b r and o f so f t d r i nk . Mi r i nda i s owned by Peps iCo .

Sp r i t e I c e was t he f i r s t f l avo r ex t ens ion fo r The Coca -Co la Company ' s Sp r i t e b r and so f t

d r i nk .

Pepsi Blue is a soft drink made by PepsiCo and launched in mid-2002.

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Coca -Co la B l ak i s a co f f ee -f l avou red so f t d r i nk i n t roduced

by Coca -Co la i n 2006 .

Peps i Cappucc ino i s a c appucc ino - f l avo red ca rbona t ed so f t d r i nk p roduced by Peps i co .

Maaza i s a Coca -Co la f ru i t d r i nk b r and marke t ed i n Ind i a and

Bang l adesh .

S l i c e i s a l i ne o f f ru i t - f l avo red so f t d r i nks manufac tu r ed by

Peps iCo and i n t roduced i n 1984 .

L imca i s a l emon and l ime f l avou red ca rbona t ed so f t d r i nk

made i n Ind i a by Coca -co l a .

Teem was a l emon- l ime - f l avo red so f t d r i nk p roduced by The

Peps i -Co l a Company .

PriceIn e conomics and bus ine s s , t he p r i c e i s t he a s s i gned numer i ca l

mone t a ry va lue o f a good , s e rv i ce o r a s se t .P r i c e i s a l so cen t r a l t o ma rke t i ng whe re i t i s one o f t he fou r

va r i ab l e s i n t he ma rke t i ng mix t ha t bus ine s s peop l e u se t o deve lop a ma rke t i ng p l an .

P r i c i ng i s a b ig pa r t o f t he ma rke t i ng mix . Choos ing t he r i gh t p r i c e and t he r i gh t p r i c i ng s t r a t egy i s c ruc i a l t o t he ma rke t i ng p roce s s .

The p r i c e o f t he p roduc t i s no t some th ing t ha t i s f i xed . On t he o the r hand t he p r i c e o f t he p roduc t depends on many o the r f a c to r s . Some t imes t he p r i c e o f t he p roduc t ha s go t no th ing t o do w i th t he a c tua l p roduc t i t s e l f . The p r i c e may ac t a s a way t o a t t r a c t t a rge t cu s tomer s .

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The p r i c e o f t he p roduc t i s dec ided keep ing many t h ings i n m ind . These t h ings i nc lude f ac to r s l i ke cos t i ncu r r ed on t he p roduc t , t a rge t ma rke t , compe t i t o r s , consumer buy ing capac i t y e t c .

Coke - Price

Coke was a company ru l i ng t he ma rke t s be fo re Peps i en t e r ed . Ea r l i e r t he p r i c e o f coke was cos t ba sed i . e . i t was dec ided on t he cos t wh ich was spen t on mak ing t he p roduc t p lu s t he p ro f i t and o the r expense s .

Bu t a f t e r t he emergence o f o the r compan i e s e spec i a l l y t he l i ke s o f Peps i , Coca -co l a s t a r t ed w i th a p r i c i ng s t r a t egy ba sed on t he ba s i s o f compe t i t i on . Nowadays more expense s a r e spen t on adve r t i s i ng my so f t -d r i nk compan i e s r a t he r t han on manufac tu r i ng .

Coke ha s b rough t i n a r evo lu t i on e spec i a l l y i n Ind i an marke t s w i th t he Rs . 5 p r i c i ng s t r a t egy wh ich was ve ry f amous . I t was t he f i r s t company t o i n t roduce t he sma l l bo t t l e o f Coke fo r j u s t Re .5 . Th i s c ampa ign was ve ry succe s s fu l e spec i a l l y w i th t he p r i c e consc ious Ind i an consumer s .

Even t oday mos t p r i c e s o f Coke a r e dec ided on t he ba s i s o f t he compe t i t i on i n t he ma rke t .

Pepsi – Price

Peps i aga in dec ide s i t p r i c e on t he ba s i s o f compe t i t i on . The be s t t h ink abou t t he company Peps i i s t ha t i t i s ve ry f l ex ib l e and i t c an come down wi th t he p r i c e ve ry qu i ck ly . The company i s r enowned t o b r i ng t he p r i c e down even up t o ha l f i f needed .

Bu t t h i s r i sk t ak ing a t t i t ude ha s a l so ea rned Peps i l o s se s . Though l ower ing t he p r i c e wou ld a t t r a c t t he cus tomer s bu t i t wou ld no t he lp t hem cove r up t he cos t i ncu r r ed i n p roduc t i on hence caus ing t hem lo s se s .

Th i s was t he s i t ua t i on ea r l i e r bu t now Peps i i s a f u l l - f l edged and g rowing company . I t ha s cove red a l l i t s l o s se s and i s now g rowing a t a r ap id r a t e .

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Place

Place i s a t e rm tha t ha s a va r i e t y o f mean ings i n a d i c t i ona ry s ense , bu t wh ich i s p r i nc ipa l l y u sed i n a geog raph i c s ense a s a noun t o deno t e l oca t i on , t hough i n a s ense o f a l oca t i on i den t i f i ed w i th t ha t wh ich i s l oca t ed t he r e .

In ma rke t i ng , p l ace r e f e r s t o one o f t he 4 P ' s , de f i ned a s " t he marke t p l ace" . I t c an mean a geog raph i c l oca t i on , an i ndus t ry , a g roup o f peop l e ( a s egmen t ) t o whom a company wan t s t o s e l l i t s p roduc t s o r s e rv i ce s , such a s young p ro fe s s iona l women ( e . g . f o r s e l l i ng cosme t i c s ) o r m idd l e - aged f ami ly men ( e . g . f o r s e l l i ng f ami ly ca r s ) .

Coke - Place

Coke i s a mu l t i na t i ona l company and i t ha s i t s ma rke t a round t he en t i r e wor ld . Th i s c an be s a id j u s t by t he f i r s t page on i t s s i t e wh ich a sks peop l e t o s e l ec t t he p l ace o f t he i r cho i ce . The webs i t e l ooks some th ing l i ke t h i s :

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Pepsi – Place

Peps i aga in ha s sp r ead wor ldwide . Peps i when en t e r i ng a new marke t does no t go i n a l one bu t i t l ooks fo r pa r t ne r s and merge r s . T i l l now Peps i ha s co l l abo ra t ed w i th compan i e s l i ke Quake r Oa t s , F r i t o - l ays , L ip ton , S t a rbucks , e t c .

Peps i l i ke Coke ha s sp r ead a l l ove r t he wor ld . I t i s because o f t h i s wor ldwide sp read t ha t now i t i s coming up w i th Adve r t i s emen t s wh ich can be b roadcas t ed i n t he d i f f e r en t na t i ons i n t he wor ld . The r ecen t example w i th wou ld be t he Peps i adve r t i s emen t s hav ing Dav id Beckham a s i t b r and ambassado r .

Promotion

Promot ion i s one o f t he fou r a spec t s o f ma rke t i ng . P romot ion compr i s e s fou r subca t ego r i e s :

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1 . Adve r t i s i ng 2 . Pe r sona l s e l l i ng 3 . Sa l e s p romot ion 4 . Pub l i c i t y and pub l i c r e l a t i ons

The spec i f i c a t i on o f t he se fou r va r i ab l e s c r ea t e s a p romot iona l m ix o r p romot iona l p l an . A p romot iona l m ix spec i f i e s how much a t t en t i on t o pay t o e ach o f t he fou r subca t ego r i e s , and how much money t o budge t f o r e ach . A p romot iona l p l an can have a w ide r ange o f ob j ec t i ve s , i nc lud ing : s a l e s i nc r ea se s , new p roduc t a ccep t ance , c r ea t i on o f b r and equ i t y , pos i t i on ing , compe t i t i ve r e t a l i a t i ons , o r c r ea t i on o f a co rpo ra t e image .

Bo th t he compan i e s Peps i and coke a r e f amous fo r t he i r p romot ions . The r i va l ry was f i r s t s t a r t ed when Peps i s t a r t ed w i th i t s b l i nd t a s t e t e s t s known a s t he Peps i Cha l l enge . The cha l l enge i s de s igned t o be a d i r ec t r e sponse t o c r i t i c s who a l l ege t ha t Coca -Co la and Peps i -Co l a a r e i den t i c a l d r i nks , w i th no mean ing fu l d i f f e r ences . The cha l l enge t ake s t he fo rm o f a t a s t e t e s t . A t ma l l s , shopp ing cen t e r s and o the r pub l i c l oca t i ons , a Peps i r ep re sen t a t i ve s e t s up a t ab l e w i th two b l ank cups , one con t a in ing Peps i and one w i th Coke . Shoppe r s a r e encou raged t o t a s t e bo th co l a s , and t hen s e l ec t wh ich d r i nk t hey p r e f e r . Then t he r ep re sen t a t i ve r evea l s t he two bo t t l e s so t he t a s t e r c an s ee whe the r t hey p r e f e r r ed Coke o r Peps i . I f Peps i i s r evea l ed , t he shoppe r i s g iven a sma l l p r i z e . The imp l i ca t i on i s t ha t Peps i t a s t e s be t t e r t han Coke , and t hus consumer s shou ld pu rchase Peps i .

I n b l i nd t a s t e t e s t s , more consumer s p r e f e r t he t a s t e o f Peps i t o t ha t o f Coca -Co la . Because Coke was t he h i s t o r i c a l l e ade r , more peop l e expec t ed t ha t t hey ' d p r e f e r and s e l ec t Coke . The i r su rp r i s e a t p i ck ing Peps i i n t he b l i nd t a s t e t e s t ( p roduc t s we re s e rved i n unmarked cups ) he lped change t he i r m inds abou t wh ich p roduc t t hey p r e f e r . Cap tu r i ng t h i s on f i lm , Peps i t u rned t h i s i n to a memorab l e TV campa ign t ha t l a s t ed many yea r s .

A l so ad -campa igns a r e pu t up on t he t e l ev i s i on by bo th t he p l aye r s . The fo l l owing s t a t i s t i c j u s t t e l l s o f much o f sha re o f ads on TV a re c ap tu r ed by t he se p l aye r s .

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In f ac t i n t he nex t g r aph you can s ee how many p rog rams a r e sponso red by co l a compan i e s and t he l e ade r among t hem i s Peps i . Ma in ly Peps i i s t he company sponso r ing mos t c r i cke t t e l e ca s t s happen ing i n Ind i a and spends mos t o f i t s r evenue i n t ha t f i e l d .

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Nowadays bo th Coke and Peps i a r e go ing i n fo r B rand Ambassado r s t o p romote t he i r p roduc t . These b r and ambassado r s a r e f amous peop l e who usua l l y peop l e i do l i z e and peop l e c an r e l a t e t o t hem. The fo l l owing p i c tu r e s do no t need any exp l ana t i on a s peop l e a r e f ami l i a r w i th t he c e l eb r i t i e s and can t hus qu i ck ly i den t i fy w i th t he p roduc t .

A l i s t o f Ce l eb r i t i e s t ha t a r e b r and ambassado r s fo r t he co l a compan i e s a r e a s f o l l ows . These ce l eb r i t i e s a r e no t on ly a sked t o work i n t he adve r t i s emen t s bu t t hey a l so have t o u se t he p roduc t p romoted by t hem and t hey shou ld no t u se t he compan i e s r i va l s p rouc t s .

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