Marketing Analysis: Case Study Of Pepsico

Marketing is the management procedure in which the product or service is moves from concept to the customer. It includes the co-ordination of the 4 P’s of marketing: product, price, placement and promotion. [tutor2u.net]

The American Marketing Association defines marketing as "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders". (2005) Simply put, marketing is the process by which businesses assess the needs and desires of consumers in order to provide products and/or services to meet those needs in the most efficient and cost effective manner. Truly effective marketers do market research in an effort to understand their target market and create marketing strategies based on the characterization of those in the target area.

In the context of global expansion and competition of numerous businesses, effective marketing management is one of the key factors of success, playing an essential role in obtaining competitive advantage. Hence, the success of a company is determined by its ability to identify customers’ needs and offering products and/or services to satisfy them.

What is marketing? Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy both individual and organizational goals. Marketing also include being able to get the goods from the producer to the consumer. The producer is responsible for the design and manufacture of goods. Marketing also includes market research and product development, design, and testing. Marketing concentrates primarily on the buyers, or consumers and determining their needs and desires. Companies then need to stress the availability of products and the important product features. You then need to develop strategies to persuade them to buy and keep their satisfaction with the product. Marketing management includes planning,

1.The company I chose to research is the, Coca-Cola Company. Their company mission is to “refresh the world” and spread happiness, which can be seen in the media advertising. Although this company is sold in stores, there is the option for online buying as well. Its URL is, http://www.coca-colastore.com. While this URL, is the company’s actual website, http://www.coca-colacompany.com/our-company. This online website allows customers to buy Coca-Cola products “Share-a-Coke” and Coke brand merchandise (Moye, 2015).

Every company depends on an efficient marketing program to fulfill customers' needs. Marketing is a process of finding out what the customer wants and meeting those requirements. Within the company, the marketing group has to consider customer values and customer satisfaction before considering offering a product. Marketing is part of our everyday world, and can be perceived everywhere and every time. At any time, everyone has been exposed to different kinds of marketing or advertising depending upon personal necessities such as T.V commercials, radio, internet, etc.

In year 1965, PepsiCo Inc. is founded by Donald M. Kendall and Herman Lay. PepsiCo Inc. was merged by Pepsi-Cola and Frito-Lay in 1965. PepsiCo is an American multination industry that selling food and beverage. PepsiCo Inc. is the second-largest organisation that produces food and beverage in the world.

Marketing is an essentially about marshalling the resources of the organization so that they can meet the changing needs of the customers on whom the organization depends. As a verb, marketing is all about how an organization addresses its markets. Marketing is “The management process which identifies, anticipates and supplies the customer requirements efficiently and profitability”.

Coca-Cola has slowly worked its way to the top and has become well known throughout the world as the most popular company for soft drink beverages. It all started in April 1865, John Pemberton was serving for the Confederate Army’s 12th Cavalry Regiment in the Battle of Columbus Georgia (Journey). Pemberton got severely wounded and became addicted to the morphine he received when recovering. John Pemberton was a pharmacist and wanted to find a safer alternative to his addiction. At first, Pemberton created a beverage that had alcohol in it. But in 1886, Atlanta and Fulton County began to participate in the temperance movement, a social movement to consume alcohol in moderation (Journey). This caused Pemberton to experiment and come up with a non-alcoholic beverage. After a lot of trial and error, in 1886, Pemberton created what he believed to be the perfect recipe and he named it Coca-Cola. From then on Coca-Cola has become a very popular soda beverage.

When a business creates a new product, they consider the techniques they are going to use carefully, because the techniques will enable them to advertise and market their product to the public. If the techniques are carefully planned, then the product they create is likely to perform well in the market, which will increase the business growth. Coca-Cola puts a lot of effort in marketing their products, and it seems to have paid off as they have obtained very large amount of sales thus leading to high profit margins for the business. Coca-Cola has gradually been increasing the amount of money they spend on advertising each year. Every year, they are trying to improve the reputation of the company by making it recognised more every year,

When a business creates a new product, they consider the techniques they are going to use carefully, because the techniques will enable them to advertise and market their product to the public. If the techniques are carefully planned, then the product they create is likely to perform well in the market, which will increase the business growth. Coca-Cola puts a lot of effort in marketing their products, and it seems to have paid off as they have obtained very large amount of sales thus leading to high profit margins for the business. Coca-Cola has gradually been increasing the amount of money they spend on advertising each year. Every year, they are trying to improve the reputation of the company by making it recognised more every year, because if they are increasing the amount of money spent on advertising each year, this means more people in the world are getting to know about Coca-Cola’s products. However, they still spend far less than some of its competitors, such as Pepsi which shows that apple budget their expense well, and this will help minimise their losses.

Marketing is selling the product goods and service by knowing the needs and wants of the customer and consumer (Kotler P, 2009). Marketing Management expertise has capable of knowing the change of an organisation to manage both the internal and external challenges of environment (Cant M C, et al, 2009). A company needs to classify the customer needs and identifies the demand of the supplying

The part I wrote about was on the customer 's perspective and on how to increase revenues for the Coca-Cola Company. Coca-Cola is a much loved product in the U.S.A. and in other countries. Coca-Cola is the most consumed soda pop in the world today. The company was founded by John Pemberton in the 1886. The logo for the company does has changed from when the company first started but, in years today it is not that different from the 1886. They still keep the same form of the lettering. The company can increase their revenues by making sure they retain their customers and increase customers that buy their product. The company can also make sure that they increase their revenue and customers by analyzing the company’s price on materials and sales, quality of products and services, product innovation, and improvement in customer service.

The process of communicating the value of a product or service to customers, for the main purpose of selling that product or service is known as marketing. The science of choosing target markets through market segmentation and analysis, and understanding consumer behavior while providing superior customer value to the customers is termed as Marketing Management. It can be looked at as one of the most important of the organizational functions and a set of processes for creating, communicating and delivering the value to their customers or potential customers, and a customer relationship management that benefits the organization in a variety of ways.

American Management Association: Marketing (management) is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organisational goals.