Research Project. Marketing Mix of Coca-Cola. Marketing Essay (Essay Sample)
The marketing mix is used within the implementation of the marketing strategy. Please select one of the industries listed below, and search for information about the marketing mix used by at least two companies in your selected industry:
• soft drink,
• fast food/restaurant,
• cell phone provider,
• airline, or
Provide an example of the four areas of the marketing mix—product, price, placement, and promotion—used by each of your selected companies.
Discuss where their marketing mix strategies are similar and where they are different. Explain why.
Identify the product positioning and brand strategy used by your two chosen companies. Relate the importance of product positioning to their brand strategy.
Also, consider the element of ethical promotion and social responsibility toward consumers.
In addition to company websites, http://www(dot)ibisworld(dot)com/ and http://www(dot)mergent(dot)com/ are excellent resources to find information about markets and individual companies.
Your essay must include an introduction. You must also reference at least one journal article from the CSU Online Library and two articles from business-related or news websites; therefore, your essay should be supported by at least three sources. Your research project must be at least six pages in length and double-spaced, not counting the title and reference pages. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Use APA style guidelines for formatting. An abstract is not required.
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).
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