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Coke vs Pepsi Marketing Mix JORDAN QUECHUCK
Coke’s Marketing Strategies § 1. Acceptability – they ensure the Coca-Cola brand are an integral part of consumer’s daily lives, making Coca-Cola the preferred beverage everywhere § 2. Affordability – the company guarantees it offers the best price in terms of value for money § 3. Availability – you can find Coca-Cola available anywhere people want refreshment, a universal penetration of the marketplace
Pepsi’s Marketing Strategies § 1. Products – over the years have added to the original Pepsi soft drink and created other products under the brand § 2. Place – offers a combination of on-line and off-line places to buy their products making it a global network § 3. Promotion – uses 4 different promotional tactics to get their brand out there the best including advertising, sales promotion, direct marketing, and public relations § 4. Pricing – 2 strategies are used: marker-oriented pricing strategy and hybrid everyday value pricing strategy which ensure the prices are competitive, based on other firms’ prices and prevailing market conditions
Differences § Coke’s prices are set around the same level as its competitors and Pepsi’s prices are based on consumer’s perception of value § Pepsi’s ads stay on the fun side with being mainly high energy, music and comedy-driven, while Coke gravitates toward the emotional side of branding with depicting human experience § Pepsi has exclusive contracts with franchise bottlers, while Coca-Cola has exclusive contracts with independent bottlers
Similarities q Coke and Pepsi both offer their products virtually anywhere in the world where refreshments are sold q Both have redefined their brands in the last decade in a simpler way q Pepsi and Coke recently have taken a leap into the energy drink category to face the issue of market saturation
Conclusion Overall, Pepsi and Coca-Cola are fairly similar, with the exception of a few marketing strategies. They both have a common product and common market they are working toward which is successful thus far. Coke is leading in the American market for carbonated soft drinks, Pepsi comes in a close 3 rd place. Research tells us Coca-Cola is leading, but it comes to a personal preference and Pepsi is still in the race.
References § http: //www. coca-cola. co. uk/stories/health/choice-andinformation/coca-cola-one-brand-marketing-strategy/ § http: //businesscasestudies. co. uk/coca-cola-greatbritain/within-an-arms-reach-of-desire/marketingstrategy. html#axzz 47 bxo. CFie § http: //panmore. com/pepsico-marketing-mix-4 ps-analysis § http: //adage. com/article/cmo-strategy/pepsi-preps-global -emoji-bottle-campaign/302748/ § https: //designshack. net/articles/graphics/pepsi-vs-cokethe-power-of-a-brand/ § http: //www. investopedia. com/articles/markets/081415/co mparing-cocacola-and-pepsis-business-models. asp