Research Project. Marketing Mix of Coca-Cola. Marketing Essay

Research Project
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Introduction
The marketing mix, commonly called the 4Ps, is a set of marketing programs, tools and strategies used by firms to pursue their marketing and promotional objectives in the target. The main levels of marketing decision or marketing mix are product, promotion, place, and price. Almost all companies and brands opt for these four comprehensive levels to be assured of their success. The companies I have chosen for my project are Coca-Cola and PepsiCo, both of which belong to the soft drink industry and have been around for years (Kucuk, 2016, p. 3). It’s safe to say that the marketing mix of both PepsiCo and Coca-Cola are similar to one another because they are the leading soda beverage providers in the world. They have adopted different strategies to attract the clients from across the globe. For example, PepsiCo is seen running more commercials on the television channels than Coca-Cola, and the other times Coca-Cola can be seen promoting its products through social media more powerfully than that of PepsiCo (Kucuk, 2016).
Marketing Mix of Coca-Cola
Coca Cola’s products are currently being sold in over 200 countries worldwide. Just like PepsiCo, this beverage company has an extensively large portfolio of health-friendly and sparkling beverages. In recent years, Coca-Cola has added a lot more products and far better drinks to its portfolio to attract the consumers in a better way. However, the sales of some of its soft drinks have been negatively affected due to the fact that energy drinks and healthy shakes have taken their place. Besides all this, coca cola has always maintained its customer loyalty and brand image (Bhasin, 2017).
Product
As already mentioned, coca cola has an impressively large portfolio and nearly 500 new products are added to its existing range every year. Currently, the company is providing its customers with over 3800 types of beverages, some of which are high-calorie beverages while the others are low-calorie drinks. Coca-cola soft drink is the most famous and best selling soft drink in the world, followed by Sprite which was launched in 1961. Fanta, Diet Coke, Coca-Cola Zero, Minute Maid and Ciel are its least famous products. Fanta comes in orange flavor and is known for its refreshing taste. Diet Coke is ideal for the patients with diabetes; this calorie and sugar-free soft drink was launched in 1982. Just like Diet Coke, Coca-Cola Zero is a sugar-free drink that acquired the status of best selling soft drink in the United States and Asia in 2007. Coca-Cola Life is relatively new, but is known for its unique taste and comes with leaf extracts. Minute Maid is a health-friendly juice, and Ciel is the non-carbonated water (Bhasin, 2017).
Place
Coca-Cola is best known for its powerful beverage distribution system. All of its products are sold across Europe, America, Canada, Asia, Africa and other parts of the world. It is believed that more than 2 billion soft drinks of Coca-Cola are sold on a daily basis. The company has partnered with different local manufacturers, merchandisers, suppliers, and distributors to expand its network in a better way. It has also collaborated with street vendors, fast food store owners and a...