BBA 3201
Coca-Cola & PepsiCo’s Marketing Mix Research Project
Columbia Southern University
BBA 3201 Principles of Marketing
Coca-Cola & PepsiCo’s Marketing Mix Research Project
When you think of the soft drink industry there is a good chance that one of two, or both,
companies come to mind, Coca-Cola, and PepsiCo. The reason for this is that both companies
have established an effective marketing mix, which has largely contributed to their continued
success. In this research paper we will learn what a marketing mix is and why it’s so important
for a company to have one, explore two companies within the soda industry, evaluate each of
their marketing mixes and compare them with one another. We will also take into consideration
their product position and brand strategy and see how all of that correlates with each companies’
ethical promotion and social responsibility to their customers.
What is a Marketing Mix and Why is it so Important?
A marketing mix is a basic strategy used to attract customers to a service or product. A
marketing mix covers four areas of marketing: product, price, placement – or distribution –, and
promotion (1998). The four P’s, or the marketing mix, as they’re more commonly referred to,
can ultimately be described as the roadmap to marketing (1998). The wonderful thing about a
marketing mix is it can be used by any type of business, regardless of their size or the product or
service they are offering. In fact, if a company wants to be successful, and bring in new revenue
and consumers, it would be beneficial for them to invest in and have their own marketing mix.
One thing to keep in mind is that marketing mixes can differ from business to business and even
industry to industry. So, what may work for one might not work for another.
, This is where knowing who your company’s targeted market is becomes helpful. A
targeted market is a group of potential consumers that the company’s products or services are
specifically made or geared towards. For example, a formula company such as Similac wouldn’t
market their products to individuals that didn’t have young children, especially an infant, as they
are not their targeted market. While there may be some benefits of an individual with no children
to be familiar with what products Similac offers it will ultimately not help move the product off
the shelves and therefore would not generate as much revenue.
Coca-Cola and their Marketing Mix
Coca-Cola, or Coke as it may be more commonly known as, is the world’s largest
beverage company, as well as the largest manufacturer, distributor, and marketer
(Koronios, 2020). The company has built an international empire that spans 200 countries
and offers a large product portfolio, with 200 different brands worldwide, and nearly 3,900
beverage choices (2020). Their target market seems to consistently stay within the younger
generations, specifically the 15-35 age group, even though it does remain wildly popular
with older generations who have grown up with Coca-Cola brands (Pratap, 2017). Coca-
Cola has an extremely extensive distribution system when it comes to its products, as they
are sold in 200 countries across six operation regions, such as Europe, Latin and North
America, Africa, and Asia (Pratap, 2017).
Coca-Cola is able to achieve this by utilizing local channels in the countries they are sold
in to manufacture, package, merchandise, and distribute the products to Coca-Cola’s customers
and vendors, who then sell the products to consumers (The Coca Cola Company). Coca-Cola’s
pricing stays low, as to not go beyond their average customers reach, but not low enough that it
questions the overall quality of their product (Pratap, 2017). Their pricing strategy is aimed to
drive brand loyalty while also staying competitive with their competitors.
Coca-Cola & PepsiCo’s Marketing Mix Research Project
Columbia Southern University
BBA 3201 Principles of Marketing
Coca-Cola & PepsiCo’s Marketing Mix Research Project
When you think of the soft drink industry there is a good chance that one of two, or both,
companies come to mind, Coca-Cola, and PepsiCo. The reason for this is that both companies
have established an effective marketing mix, which has largely contributed to their continued
success. In this research paper we will learn what a marketing mix is and why it’s so important
for a company to have one, explore two companies within the soda industry, evaluate each of
their marketing mixes and compare them with one another. We will also take into consideration
their product position and brand strategy and see how all of that correlates with each companies’
ethical promotion and social responsibility to their customers.
What is a Marketing Mix and Why is it so Important?
A marketing mix is a basic strategy used to attract customers to a service or product. A
marketing mix covers four areas of marketing: product, price, placement – or distribution –, and
promotion (1998). The four P’s, or the marketing mix, as they’re more commonly referred to,
can ultimately be described as the roadmap to marketing (1998). The wonderful thing about a
marketing mix is it can be used by any type of business, regardless of their size or the product or
service they are offering. In fact, if a company wants to be successful, and bring in new revenue
and consumers, it would be beneficial for them to invest in and have their own marketing mix.
One thing to keep in mind is that marketing mixes can differ from business to business and even
industry to industry. So, what may work for one might not work for another.
, This is where knowing who your company’s targeted market is becomes helpful. A
targeted market is a group of potential consumers that the company’s products or services are
specifically made or geared towards. For example, a formula company such as Similac wouldn’t
market their products to individuals that didn’t have young children, especially an infant, as they
are not their targeted market. While there may be some benefits of an individual with no children
to be familiar with what products Similac offers it will ultimately not help move the product off
the shelves and therefore would not generate as much revenue.
Coca-Cola and their Marketing Mix
Coca-Cola, or Coke as it may be more commonly known as, is the world’s largest
beverage company, as well as the largest manufacturer, distributor, and marketer
(Koronios, 2020). The company has built an international empire that spans 200 countries
and offers a large product portfolio, with 200 different brands worldwide, and nearly 3,900
beverage choices (2020). Their target market seems to consistently stay within the younger
generations, specifically the 15-35 age group, even though it does remain wildly popular
with older generations who have grown up with Coca-Cola brands (Pratap, 2017). Coca-
Cola has an extremely extensive distribution system when it comes to its products, as they
are sold in 200 countries across six operation regions, such as Europe, Latin and North
America, Africa, and Asia (Pratap, 2017).
Coca-Cola is able to achieve this by utilizing local channels in the countries they are sold
in to manufacture, package, merchandise, and distribute the products to Coca-Cola’s customers
and vendors, who then sell the products to consumers (The Coca Cola Company). Coca-Cola’s
pricing stays low, as to not go beyond their average customers reach, but not low enough that it
questions the overall quality of their product (Pratap, 2017). Their pricing strategy is aimed to
drive brand loyalty while also staying competitive with their competitors.
