Marketing Analysis : Marketing Mix

1682 Words Jul 31st, 2014 7 Pages
Marketing Analysis:
Marketing Mix is the set of tactical marketing tools that can be blended by an organization to establish strong positioning in the targeted market. An effective marketing program blends each marketing mix element into an integrated marketing program designed to achieve the company’s marketing objectives by delivering values to consumers. [1]

Figure 1: Marketing activities covered under four P’s [2]
Product:
Quality: Coca Cola was formulated in 1886 by John Permberton, a pharmacist in Atlanta, Georgia, who sold it at drug store soda fountains as a “potion for mental and physical disorder”. In 1891, Asa Candler acquired the formula and began brand advertising. The formula of Coca-Cola is the secret recipe for the
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Like their rivals they have also extended their product offering beyond CSD for example All Sport, Aquafina, Propel Fitness Water, and Tropicana. Besides these products they have also offered products which were made only with natural ingredients such as Pepsi Natural and Pepsi Raw.
Packaging

In 1915 the contour bottle prototype was designed and patented by the Root Glass Company and became the reference pack for Coca-Cola. This contour bottle was the only packaging used by the company for about 40 years until the 1955, when the company launched its king-size pack. The use of the contour shape has extended beyond glass to PET bottles of up to 2-litres in size. Most recently they have introduced the aluminum bottles. [4]
Pepsi Cola has always been innovative with its packaging. In 1904 Pepsi started selling its six ounce bottles and in the year 1934 they debuted their 12-ounce bottle in Baltimore, where is became an instant success. Pepsi Cola continued its packaging innovations by introducing the new 16-ounce size which was the immediate successor of the 12-ounce size. In the same year, 1963, for the first time they introduced the 12-ounce cans for the military transport soft drinks all over the world. This cans size hit a success which resulted into the full-scale commercial distribution. In 1970, Pepsi Cola by responding to consumer preference with light-
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