Marketing Mix

Marketing Mix is the set of marketing tools that the firm uses to
pursue its marketing objectives. Marketing mix has a classification for
these marketing tools. These marketing are classified and called as the
Four Ps i.e. Product, Price, Place and Promotion.
The most basic marketing tool is product which includes product
d e s i g n , q u a l i t y, f e a t u r e s , b r a n d i n g , a n d p a c k a g i n g .
A critical marketing tool is price i.e. the amount of money that
customers pay for the product. It also includes discounts, allowances,
credit terms and payment period.
Place is another key marketing mix tool. And it includes various
activities the company undertakes to make the product accessible and
a v a i l a b l e t o t h e c u s t o m e r. S o m e f a c t o r s t h a t d e c i d e t h e p l a c e a r e t r a n s p o r t
facilities, channels of distribution, coverage area, etc.
Promotion is the fourth marketing mix tool which includes all the
activities that the company undertakes to communicate and promote its
product to target market. Promotion includes sales promotion, advertising,
sales force, public relations, direct marketing, etc.

Product

In marketing, a product is anything that can be offered to a market that

m i g h t s a t i s f y a w a n t o r n e e d . I t i s o f t w o t y p e s : Ta n g i b l e ( p h ys i c a l ) a n d
I n t a n g i b l e ( n o n - p h ys i c a l ) . S i n c e s e r v i c e s h a v e b e e n a t t h e f o r e f r o n t o f a l l
modern marketing strategies, some intangibility has become essential part
of marketing offers. It is therefore the complete bundle of benefits or
satisfactions that bu yers perceive they will obtain if they purchase the
p r o d u c t . I t i s t h e s u m o f a l l p h ys i c a l , p s yc h o l o g i c a l , s y m b o l i c , a n d
s e r v i c e a t t r i b u t e s , n o t j u s t t h e p h ys i c a l m e r c h a n d i s e . A l l p r o d u c t s o f f e r e d
i n a m a r k e t c a n b e p l a c e d b e t w e e n Ta n g i b l e ( P u r e P r o d u c t ) a n d I n t a n g i b l e
(Pure Service) spectrum.
A product is similar to goods. In accounting, goods are physical objects
that are available in the marketplace. This differentiates them from a
service, which is a non-material product. The term goods is used primarily
by those that wish to abstract from the details of a given product. As such
it is useful in accounting and economic models. The term product is used
primarily by those that wish to examine the details and richness of a
specific market offering. As such it is useful to marketers, managers, and
quality control specialists.

A service is a non-material or intangible product - such as professional

c o n s u l t a n c y, s e r v i n g , o r a n e n t e r t a i n m e n t e x p e r i e n c e .

HTTP://PAKISTANMBA.JIMDO.
COM
FOR DOWNLOADING THIS
REPORT AND FOR MORE
PROJECTS, ASSIGNMENTS,
REPORTS ON
MARKETING,
MANAGEMENT,
ECONOMICS
MARKETING MANAGEMENT,
ACCOUNTING,
HUMAN RESOURCE,
ORGANIZATIONAL BEHAVIOR,
FINANCIAL MANAGEMENT
COST ACCOUNTING
VISIT
HTTP://PAKISTANMBA.JIMDO.
COM
Coke - Product
T h e C o c a - C o l a f o r m u l a i s T h e C o c a - C o l a C o m p a n y' s s e c r e t r e c i p e f o r
C o c a - C o l a . A s a p u b l i c i t y m a r k e t i n g s t r a t e g y s t a r t e d b y R o b e r t W.
Wo o d r u f f , t h e c o m p a n y p r e s e n t s t h e f o r m u l a a s o n e o f t h e m o s t c l o s e l y
held trade secrets ever and only a few employees know or have access to.
This Coca-Cola formula appears to be the original formula to Coca-Cola. It is from
the book “For God, Country and Coca-Cola”.

The company Coca-cola is a multinational and it is not limited to one

product. Through the years they have invented and introduced man y
products than their main cola drinks. The list of Coca-cola brands are as
follows:
 1. Appletiser 36.Lemon & Paeroa
2. Aquarius 37.Lift
3. BPM Energy 38.Lift plus
4. Barq's 39.Lilt
5. Beat soda 40.Manzana Lift
6. Beverly 41.Mare Rosso
7. Cannings 4 2 . M e l l o Ye l l o
8. Cheers 43.Mezzo Mix
9. Ciel 44.Minute Maid
10.Coca-Cola Black 45.Nestea
C h e r r y Va n i l l a 46.New Coke
11 . C o c a - C o l a B l a k 47.Nordic Mist
12.Coca-Cola C2 48.OK Soda
13.Coca-Cola Cherry 49.Pibb Xtra
14.Coca-Cola Citra 50.Powerade
15.Coca-Cola M5 51.Qoo
16.Coca-Cola Zero 52.Raspberry Coke
17.Coca-Cola 53.Relentless
18.Coca-Cola with 54.Sarsi
Lemon 55.Senzao
19.Coca-Cola with 56.Simply Orange
Lime
57.Smart
20.Dasani
58.Sparkle
21.Delaware Punch
59.Sprite
22.Diet Coke
60.Sprite Ice
23.Fanta
61.Sprite Remix
24.Fanta Citrus
62.Sprite Zero
25.Fioravanti
63.Surge
 26.Fresca 64.Swerve
27.Frisco 6 5 . Ta b
28.Fruitopia 6 6 . Ta b C l e a r
29.Frutonic 6 7 . Ta b E n e r g y
30.Full Throttle 6 8 . Ta b X - Tr a
31.Georgia 6 9 . Ti k y
32.Hi-C 7 0 . Va u l t
33.Hit
34.Kia-Ora
35.Kinley

Pepsi - Product
The Pepsi-Cola drink contains basic ingredients found in most other
s i m i l a r d r i n k s i n c l u d i n g c a r b o n a t e d w a t e r, h i g h f r u c t o s e c o r n s y r u p , s u g a r,
colorings, phosphoric acid, caffeine, citric acid and natural flavors. The
caffeine free Pepsi-Cola contains the same ingredients but no caffeine.
Some of the different and varied brands of Pepsi are as follows:

1. All Sport 18.Pepsi

2. Aquafina 19.Pepsi Blue
3. Caffeine-Free Pepsi 20.Pepsi Cappuccino
4 . C r ys t a l P e p s i 21.Pepsi Max
5. Diet Pepsi 22.Pepsi ONE
6. Gatorade 23.Pepsi Samba
7. Izze 2 4 . P e p s i Ta r i k
8. Jazz 2 5 . P e p s i Tw i s t
9. Josta 2 6 . P r o p e l F i t n e s s Wa t e r
10.Kas 27.Sierra Mist
11 . M a n z a n i t a S o l 28.Slice
12.Mirinda 29.SoBe
13.Mountain Dew 30.Storm
14.Mountain Dew AMP 3 1 . Te e m
1 5 . M o u n t a i n D e w L i v e Wi r e 3 2 . Tr o p i c a n a P r o d u c t s
16.Mountain Dew MDX 3 3 . Tr o p i c a n a Tw i s t e r
17.Mug Root Beer
Coke v/s Pepsi-Product
As seen above both the companies Coke and Pepsi have a number of
products. Many of these products are innovations but there are also many
products which are brought out just as a competitive product for the other
companies. Some of these products that are brought in the market by both
the companies to compete against each other are as follows:

Coke Pepsi

The main dark cola drink of the company Pepsi version of dark cola which is the
which started the rivalry between these major primary competitor to Coke.
companies.

Full Throttle is an energy drink AMP is an energy drink produced

brand produced by The Coca- and distributed by PepsiCo under
C o l a C o m p a n y. I t d e b u t e d i n l a t e
2004 in North America.
Va u l t i s a c a r b o n a t e d b e v e r a g e
that was released by The Coca-
Cola Company in June 2005.
Powerade is a sports drink by
The Coca-Cola Company and
currently number two in the
sports drink market worldwide.
S p r i t e i s a c l e a r, l e m o n - l i m e
flavored, non-caffeinated soft
drink, produced by the Coca-Cola
C o m p a n y. I t w a s i n t r o d u c e d t o
the United States in 1961.
the Mountain Dew soft drink
brand.
Mountain Dew MDX is an energ y
drink manufactured and
distributed by PepsiCo under the
Mountain Dew brand. It was
introduced in 2005.
Gatorade is a non-carbonated
sports drink marketed by Quaker
O a t s C o m p a n y, a d i v i s i o n o f
PepsiCo. Originally made for
athletes, it is now often
consumed as a snack beverage.
7 Up is a brand of a lemon-lime flavored
soft drink.
 Tr o p i c a n a P r o d u c t s i s a n
Minute Maid is a product line of American company based in
beverages, usually associated Bradenton, Florida, USA, which
with orange juice, but now is one of the world's largest
extends to soft drinks of many producers and marketers of
kinds. The Minute Maid company orange juice. It has been owned
is now owned by Coca-Cola, and by PepsiCo, Inc. since 1998.
is the world's largest marketer of
fruit juices and drinks. It is
h e a d q u a r t e r e d i n H o u s t o n , Te x a s .

Nestea is a brand of iced tea L i p t o n O r i g i n a l I c e d Te a i s a

manufactured and distributed by read y-to-drink iced tea brand
the Nestle company's beverage sold by Lipton through a
department in the United States, worldwide partnership with
and by Coca-Cola in several Pepsi.
European countries, Brazil and
Ve n e z u e l a .

Barq's is a brand of root beer Mug Root Beer is a brand name of root
notable for being the only major beer made by the Pepsi company.
North American root beer to
contain caffeine. It has been
bottled since the start of the 20th
century and is currently sold by
t h e C o c a - C o l a C o m p a n y.

Diet Coke or Diet Coca-Cola is a Diet Pepsi is a low-calorie

sugar-free soft drink produced carbonated cola. It was
and distributed by The Coca-Cola introduced in 1964 as a variant
C o m p a n y. I t w a s i n t r o d u c e d i n o f P e p s i - C o l a w i t h n o s u g a r.
the United States in July 1982.

Kinley is a brand of still or Aquafina is a non-carbonated bottled water

carbonated water owned by The produced by PepsiCo.
C o c a - C o l a C o m p a n y.

Aquarius is a mineral sports All Sport was a sports drink. It is

drink manufactured by The Coca- produced by PepsiCo.
C o l a C o m p a n y. I t w a s f i r s t
introduced in 1983.
Fanta is a soft drink brand owned Mirinda is a brand of soft drink.
b y T h e C o c a - C o l a C o m p a n y. I t i s Mirinda is owned by PepsiCo.
produced and distributed by The
Coca-Cola Compan y's bottlers.

Sprite Ice was the first flavor Pepsi Blue is a soft drink made by PepsiCo
extension for The Coca-Cola and launched in mid-2002.
Company's Sprite brand soft
drink.

Coca-Cola Blak is a coffee- Pepsi Cappuccino is a

flavoured soft drink introduced cappuccino-flavored carbonated
by Coca-Cola in 2006. soft drink produced by Pepsico.
 Maaza is a Coca-Cola fruit drink Slice is a line of fruit-flavored
brand marketed in India and soft drinks manufactured by
Bangladesh. PepsiCo and introduced in 1984.

Limca is a lemon and lime Te e m w a s a l e m o n - l i m e - f l a v o r e d

flavoured carbonated soft drink soft drink produced by The
made in India by Coca-cola. P e p s i - C o l a C o m p a n y.

Price
In economics and business, the price is the assigned numerical
monetary value of a good, service or asset.
Price is also central to marketing where it is one of the four variables
in the marketing mix that business people use to develop a marketing
plan.
Pricing is a big part of the marketing mix. Choosing the right price and
the right pricing strategy is crucial to the marketing process.
The price of the product is not something that is fixed. On the other
hand the price of the product depends on many other factors. Some times
the price of the product has got nothing to do with the actual product
itself. The price may act as a way to attract target customers.
The price of the product is decided keeping many things in mind. These
things include factors like cost incurred on the product, target market,
competitors, consumer bu ying capacity etc.

Coke - Price
 Coke was a company ruling the markets before Pepsi entered. Earlier
the price of coke was cost based i.e. it was decided on the cost which was
spent on making the product plus the profit and other expenses.

But after the emergence of other companies especially the likes of

Pepsi, Coca-cola started with a pricing strategy based on the basis of
competition. Nowadays more expenses are spent on advertising my soft-
drink companies rather than on manufacturing.

Coke has brought in a revolution especially in

Indian markets with the Rs. 5 pricing strategy which
was very famous. It was the first company to
introduce the small bottle of Coke for just Re.5. This
campaign was very successful especially with the price
conscious Indian consumers.

Even today most prices of Coke are decided on the basis of the
competition in the market.

Pepsi – Price
Pepsi again decides it price on the basis of competition. The best think
about the company Pepsi is that it is very flexible and it can come down
w i t h t h e p r i c e v e r y q u i c k l y. T h e c o m p a n y i s r e n o w n e d t o b r i n g t h e p r i c e
down even up to half if needed.

But this risk taking attitude has also earned Pepsi losses. Though
lowering the price would attract the customers but it would not help them
cover up the cost incurred in production hence causing them losses.
This was the situation earlier but now Pepsi is a full-fledged and
g r o w i n g c o m p a n y. I t h a s c o v e r e d a l l i t s l o s s e s a n d i s n o w g r o w i n g a t a
rapid rate.
Place

Place is a term that has a variety of meanings in a dictionary sense, but

which is principally used in a geographic sense as a noun to denote
location, though in a sense of a location identified with that which is

FOR COMPLETE REPORT AND

DOWNLOADING

VISIT

HTTP://PAKISTANMBA.JIMDO.COM