Case 1: Coke versus Pepsi and how it is PDF

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Coke versus Pepsi. How is coke better than Pepsi? How is Pepsi better than coke? Why are they both good?...

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COKE VS. PEPSI Product Coca-Cola has a vast product range for its marketing mix. Coca-Cola offers sixteen different drinks that vary from soft drinks, water, sports drinks, and juices. Coca-Cola products are sold in many different packages and sizes while displaying its logo across all their products. The company’s primary product being sold to the market is the 200 ml to a two-liter of Coke in plastic cans, bottles, or glass (Pratap, 2021). Now, Pepsico, offers juices, snacks, and soft drinks, with Pepsi being their main product sold in the market. They offer their services to all kinds of markets. Moreover, Pepsico also serves other carbonated drinks (i.e., Lipton Ice Tea, Mountain Dew, and 7 Up) (Bhogaraju, 2020). Price Coca-Cola’s price strategy in its marketing mix is just as dominant as Pepsi’s. Coca-Cola’s products are similarly priced to Pepsi’s products. The case for this is that if Coca-Cola ever decided to increase the price of their products, then their consumers would likely change their preference and choose Pepsi instead. Although they both reflect price similarities, Coca-Cola offers tons of discounts when their products are sold in the markets through bulk (The Coca-Cola Company, n.d.). Heading over to Pepsico’s price strategy in its marketing mix, it is based on the demand of its customers. Every Pepsico product being offered is priced at different rates based on their competition and their target market. Furthermore, every product’s size also has the fluctuation of prices. If a product’s size is more significant than its other products, it has a higher price; basically, Pepsico’s prices are based on the quantity of product provided per container. Looking into Pepsico’s targeted groups, when grocery stores jack up the prices for organic and healthy foods filled with antioxidants, so does Pepsi. Pepsico targets customers who are health-obsessed with the use of their Tropicana drinks. These drinks remain highly priced as Pepsi knows that the targeted group will pay a higher price for such (Papia, 2020).

Place/Distribution Channels Coca-Cola’s distribution process is substantial. The beverages are sold across more than 200 countries and they operate in six areas, compromising Africa, Eurasia, Pacific, North America, Latin America, And Europe. It sells approximately 1.9 million beverages daily. In Coca-Cola’s distribution, they mostly rely on their bottling partners. These partners work with customers who own amusement parks, movie theaters, convenience stores, restaurants, etc. Such enables the products of Coca-Cola to reach their end-users (Abhijeet Pratap, 2017). On the other hand, PepsiCo utilizes a global network of distributors to bring their products to their customers (Young, 2017). The beverages are distributed to retailers and online merchandisers. Moreover, in more than 200 countries, its products are consumed by its customers one billion times daily (PepsiCo, 2020). Promotion

In the article written by Rahman (2017), he stated that in the promotion of Coca-Cola’s products, the company utilizes different media platforms in delivering its messages to customers. Platforms such as social media, newspapers, and TV are maximized in advertising their products. Additionally, the company uses the strategy of offering special incentives and discounts when buying in bulk to retailers and distributors. He further reiterated that Coca-Cola also sponsors various organizations, projects, and events, and has many partnerships with various companies such as the Olympic Games, NBA, American Idol, and many more. For PepsiCo, Rahman (2017) stated that the company uses the strategy of advertising their products to the customer through various outlets (i.e. social media, broadcasting advertisements on televisions, print media, and radios). PepsiCo has also promoted its product through celebrity endorsements; some of these celebrities are Madonna, Beyonce, Michael Jackson, and Kendall Jenner. The company has also done sponsorships for events such as the Super Bowl. Additionally, Rahman (2017) expressed that PepsiCo intended to advertise its big brands via a more desirable in-store arrangement.

Young, J. (2017). PepsiCo’s Marketing Mix (4Ps) Analysis. Panmore Institute. http://panmore.com/pepsico-marketing-mix-4ps-analysis Pratap, A. (2021). COCA COLA MARKETING MIX. Notesmatic. https://notesmatic.com/coca-cola-marketing-mix/ Rahman, M. (2017). Marketing mix of Coca-Cola – Coca-Cola marketing mix. Howandwhat. https://howandwhat.net/marketing-mix-coca-cola-coca-cola-marketing-mix/ Rahman, M. (2018). Marketing mix of PepsiCo. Howandwhat. https://howandwhat.net/marketing-mix-pepsico-pepsico-marketing-mix/ PepsiCo. (2020). About the Company. PepsiCo, Inc. Official Website. https://www.pepsico.com/about/about-the-company Perch, D. (2021). Coca-Cola Target Market. The Social Grabber. https://thesocialgrabber.com/coca-cola-target-market/

Staff Writer. (2020, March 27). Who Is Pepsi’s Target Market? Reference.com; amg. https://www.reference.com/business-finance/pepsi-s-target-market-5e782eec7f91bfe d...