Coke-vs-pepsi

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Marketing Mix
M ar ke t i n g Mi x is the se t of marke ting tools that th e
firm uses to pursue its marke ting obje ctive s. Marke ting
mix h as a classification for the se marke tin g tools. These
marke ting are classifie d an d calle d as the F ou r Ps i.e .
Produ ct, Price, Place an d Promotion.
The most basic marke tin g tool is produ ct wh ich in clu de s
produ ct design, qu ality, fe atu re s, brandin g, an d packaging.
A critical marke ting tool is price i.e. the amoun t of
money th at custome rs pay for the produ ct. It also in clu de s
discoun ts, allowan ce s, cre dit te rms and pay me nt pe riod.
Place is an othe r ke y marke ting mix tool. And it in clu de s
v ariou s activ itie s the compan y u nde rtakes to make th e
produ ct accessible and av ailable to the custome r. Some
factors th at de cide the place are transport facilities,
ch anne ls of distribu tion, cove rage are a, e tc.
Promotion is the fou rth marke tin g mix tool which
inclu de s all the activitie s th at the company u ndertakes to
commun icate and promote its produ ct to targe t market.
Promotion in clude s sale s promotion, adve rtising, sale s
force, pu blic relation s, dire ct marke ting, e tc.
Product
In marke tin g, a produ ct is an y th ing th at can be offe re d to
a marke t th at migh t satisfy a wan t or nee d. It is of two
types: Tangible (physical) and Intangible (non-physical).
Sin ce se rv ices h ave be en at the fore front of all modern
marke ting strategie s, some in tan gibility has be come
esse ntial part of marke tin g offe rs. It is the refore th e
comple te bun dle of be nefits or satisfactions th at buye rs
pe rce ive the y will obtain if they pu rch ase the produ ct. It is
the su m of all phy sical, psy ch ological, sy mbolic, an d
se rv ice attribu te s, n ot ju st the phy sical me rch an dise . All
produ cts offere d in a marke t can be place d be twee n
Tangible (Pure Product) and Intangible (Pure S erv ice )
spe ctru m.
A produ ct is similar to goods. In accoun tin g, goods are
phy sical obje cts th at are av ailable in the marketplace. Th is
diffe ren tiate s the m from a se rv ice, wh ich is a n on- material
produ ct. The te rm goods is used primarily by th ose th at
wish to abstract from the de tails of a given produ ct. As

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such it is use fu l in accou ntin g an d e con omic models. Th e
term produ ct is used primarily by th ose th at wish to
e xamine the de tails an d rich ne ss of a spe cific marke t
offe ring. As su ch it is u se fu l to marke te rs, man agers, an d
quality con trol spe cialists.
A se rv ice is a n on- material or in tangible product - su ch as
profession al con su ltan cy , se rv ing, or an e n tertain me n t
e xpe rien ce.
Coke - Product
The Coca-Cola formula is The Coca- Cola Company 's se cre t
re cipe for Coca- Cola. As a pu blicity marke ting strategy
starte d by Robe rt W. W oodruff, the compan y presen ts th e
formu la as one of the most close ly he ld trade se cre ts eve r
and on ly a fe w e mployee s kn ow or h ave access to. Th is
Coca- Cola formula appe ars to be the origin al formu la to
Coca- Cola. It is from the book “ F or G od, Coun try an d
Coca- Cola” .

3. 24
The compan y Coca- cola is a mu ltin ation al an d it is n ot
limited to one produ ct. Th rou gh the ye ars they h av e
inven te d and in trodu ced man y produ cts th an th eir main
cola drin ks. The list of Coca- cola bran ds are as follows:
1. Appletiser 36. Le mon & Pae roa
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 42. Mello Yello
8. Cheers 43. Mezzo Mix
9. Ciel 44. M in u te M aid
10. Coca- Cola Black 45. Ne ste a
Cherry Vanilla 46. Ne w Coke
11. Coca- Cola Blak 47. Nordic Mist
12. Coca- Cola C2 48. OK Soda
13. Coca- Cola Che rry 49. Pibb Xtra
14. Coca- Cola Citra 50. Powerade
15. Coca- Cola M5 51. Qoo
16. Coca- Cola Ze ro 52. Raspbe rry Coke
17. Coca- Cola 53. Re lentle ss
18. Coca- Cola with 54. Sarsi
Lemon 55. Se n zao
19. Coca- Cola with 56. Simply Orange
Lime 57. Smart
20. Dasani 58. S parkle
21. De laware Punch 59. S prite
22. Die t Coke 60. S prite Ice
23. Fanta 61. S prite Re mix
24. Fanta Citrus 62. S prite Ze ro
25. Fiorav anti 63. Surge
26. Fresca 64. Swerve
27. Frisco 65. Tab
28. Fruitopia 66. Tab Cle ar
29. Fru tonic 67. Tab Ene rgy
30. Full Throttle 68. Tab X- Tra
31. Georgia 69. Tiky
32. Hi-C 70. Vault
33. Hit
34. Kia-O ra
35. Kinley

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Pepsi - Product
The Pe psi- Cola drin k con tain s basic in gredien ts foun d in
most othe r similar drinks in clu ding carbon ated wate r, h igh
fru ctose corn sy ru p, sugar, colorings, ph osph oric acid,
caffeine, citric acid and natural flav ors. The caffeine fre e
Pepsi- Cola con tain s the same in gre dien ts bu t n o caffe ine.
S ome of the differen t an d v arie d brands of Pe psi are as
follows:
1. All S port 18. Pe psi
2. Aquafina 19. Pe psi B lue
3. Caffe ine-F ree Pe psi 20. Pe psi Cappuccino
4. Cry stal Pe psi 21. Pe psi Max
5. Diet Pepsi 22. Pe psi O NE
6. Gatorade 23. Pe psi S amba
7. Izze 24. Pe psi Tarik
8. Jazz 25. Pe psi Twist
9. Josta 26. Prope l F itne ss
10. Kas W ate r
11. Manzanita S ol 27. Sierra Mist
12. Mirinda 28. Slice
13. Mountain Dew 29. S oBe
14. Mountain Dew AMP 30. Storm
15. Mountain Dew 31. Tee m
LiveW ire 32. Tropican a
16. Mountain Dew MDX Products
17. Mug Root Bee r 33. Tropican a Twiste r

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Coke v/ Pepsi-Product
s
As seen above both the companie s Coke and Pe psi have a
number of products. Many of the se products are
inn ov ations bu t th ere are also many products wh ich are
brou gh t out just as a competitive produ ct for the othe r
compan ie s. S ome of the se produ cts th at are brou gh t in the
marke t by both the compan ie s to compete again st each
othe r are as follows:
Coke Pepsi
The main dark cola drink of the Pepsi version of dark cola which is
company which started the rivalry the major primary competitor to
between these companies. Coke.
Full Throttle is an energy AMP is an energy drink
drink brand produce d by produ ce d an d distribu ted by
The Coca- Cola Company. It Pe psiCo u nder the M ou n tain
debu ted in late 2004 in De w soft drink brand.
N orth Ame rica.

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Vault is a carbon ate d M oun tain De w M DX is an
beve rage th at was re le ase d energy drink manufactured
by The Coca- Cola Company an d distribu ted by Pe psiCo
in June 2005. un de r the M oun tain De w
brand. It was introduce d in
2005.
Powerade is a sports drink G atorade is a
by The Coca- Cola Company n on- carbon ate d sports drin k
and currently number two in marke te d by Qu ake r O ats
th e sports drink marke t Company, a division of
worldwide. Pe psiCo. Origin ally made for
ath le te s, it is n ow often
con su me d as a sn ack
beverage.
S prite is a cle ar, le mon- lime 7 Up is a brand of a lemon-lime
flav ored, n on- caffe in ate d flavored soft drink.
soft drink, produce d by the
Coca- Cola Compan y. It was
in trodu ce d to the Un ite d
S tate s in 1961.

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Tropicana Products is an
Minute Maid is a product Ame rican compan y base d in
line of be verages, u su ally B raden ton, F lorida, US A,
associate d with orange wh ich is one of the world's
ju ice, bu t n ow e xte nds to large st produce rs and
soft drin ks of man y kin ds. marke te rs of orange ju ice. It
The M inu te Maid compan y is h as been own ed by Pe psiCo,
n ow owne d by Coca- Cola, Inc. since 1998.
and is the world's large st
marke te r of fru it ju ice s an d
drinks. It is h eadqu artered
in H ou ston, Te xas.
Ne ste a is a bran d of ice d te a Lipton Origin al Iced Te a is a
manu facture d an d re ady - to-drin k ice d te a
distribu te d by the N estle bran d sold by Lipton
company's beve rage th rough a worldwide
de partmen t in the Un ite d partne rship with Pe psi.
S tate s, an d by Coca- Cola in
seve ral Eu ropean coun tries,
B razil an d Vene zuela.
B arq's is a brand of root Mug Root Beer is a brand name of
bee r n otable for being the root beer made by the Pepsi
on ly major N orth Ame rican company.
root bee r to con tain
caffeine. It has been bottled

8. 29
sin ce the start of the 20th
cen tu ry an d is cu rre n tly sold
by the Coca- Cola Company.
Die t Coke or Die t Coca-Cola Die t Pe psi is a low- calorie
is a sugar-free soft drink carbon ated cola. It was
produ ce d an d distribu te d by in trodu ce d in 1964 as a
The Coca- Cola Company. It varian t of Pepsi- Cola with
was in trodu ce d in th e United no sugar.
S tate s in Ju ly 1982.
Kin ley is a bran d of still or Aquafina is a non-carbonated
carbon ate d water owned by bottled water produced by PepsiCo.
The Coca- Cola Company.
Aquarius is a mineral sports All Sport was a sports drink.
drink man ufactu re d by The It is produ ce d by Pe psiCo.
Coca- Cola Compan y. It was
first introduce d in 1983.
F anta is a soft drink brand M irinda is a bran d of soft
owned by The Coca-Cola drin k. M irinda is owne d by

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Compan y. It is produ ce d an d PepsiCo.
distribu te d by The
Coca- Cola Company 's
bottlers.
Sprite Ice was the first Pepsi Blue is a soft drink made by
flav or e xten sion for The PepsiCo and launched in mid-2002.
Coca- Cola Company 's S prite
bran d soft drink.
Coca- Cola B lak is a Pe psi Cappuccino is a
coffee- flav ou re d soft drink cappuccino-flav ored
in troduced by Coca- Cola in carbonate d soft drink
2006. produced by Pe psico.
Maaza is a Coca- Cola fruit S lice is a line of
drin k bran d marke te d in fru it- flav ore d soft drinks
India and B anglade sh. manu factu re d by Pe psiCo
an d in trodu ce d in 1984.
Limca is a le mon an d lime Tee m was a

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flav ou re d carbon ate d soft le mon- lime -flav ored soft
drink made in India by drink produce d by The
Coca- cola. Pe psi- Cola Company.
Price
In e con omics and busin ess, the price is the assigne d
nu me rical mone tary v alue of a good, se rvice or asse t.
Price is also ce n tral to marke ting whe re it is one of th e
fou r v ariable s in the marke ting mix th at busin ess pe ople
use to de velop a marke ting plan.
Pricing is a big part of the marke tin g mix. Ch oosing th e
righ t price an d the righ t pricing strate gy is cru cial to th e
marke ting proce ss.
The price of the produ ct is n ot some th ing th at is fixed.
On the othe r h an d th e price of the produ ct depe nds on
many oth er factors. S ome time s the price of the produ ct
h as got n othing to do with the actu al produ ct itself. Th e
price may act as a way to attract targe t cu stome rs.
The price of the produ ct is de cide d kee ping many th in gs
in mind. The se things include factors like cost incurre d on
the produ ct, targe t marke t, compe titors, consu me r buy in g
capacity e tc.
Coke - Price
Coke was a company ru ling the marke ts be fore Pe psi
en te red. E arlie r the price of coke was cost base d i.e. it
was de cide d on the cost which was spen t on makin g th e
produ ct plu s th e profit an d oth er e xpen se s.
Bu t afte r the e me rge n ce of other companie s e spe cially
the like s of Pe psi, Coca-cola starte d with a pricin g
strategy base d on the basis of compe tition. N owaday s
more e xpen se s are spe n t on advertising my
soft- drin k companie s rathe r th an on
manufacturing.
Coke has brough t in a re volu tion
espe cially in In dian marke ts with the Rs. 5
pricin g strategy wh ich was ve ry famous. It
was the first company to in troduce the
small bottle of Coke for ju st Re. 5. Th is

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campaign was ve ry su cce ssful e spe cially with the price
consciou s In dian consu mers.
Even today most price s of Coke are de cided on the basis
of th e compe tition in the marke t.
Pepsi – Price
Pepsi again de cides it price on the basis of compe tition .
The be st th ink abou t the company Pe psi is th at it is ve ry
fle xible an d it can come down with th e price ve ry qu ickly .
The company is re n owned to brin g the price down eve n u p
to half if nee ded.
Bu t this risk taking attitude h as also e arne d Pe psi
losse s. Th ou gh lowe rin g the price wou ld attract th e
custome rs bu t it wou ld n ot he lp the m cove r up the cost
incurre d in produ ction h en ce cau sing the m losses.
This was th e situation e arlier bu t n ow Pe psi is a
fu ll- fledged and growing company. It h as cove re d all its
losse s and is now growing at a rapid rate.
Place
Place is a te rm th at h as a v arie ty of me an in gs in a
diction ary sen se, bu t wh ich is prin cipally u se d in a
ge ograph ic sen se as a n ou n to de n ote location, th ou gh in
a se n se of a location iden tifie d with th at which is locate d
there.
In marke tin g, place re fe rs to on e of the 4 P's, define d as
"the marke t place". It can me an a ge ograph ic location, an
industry, a grou p of pe ople (a se gmen t) to wh om a
company wants to sell its products or se rv ices, such as
y oun g profe ssion al women (e. g. for sellin g cosme tics) or
middle -age d family men (e.g. for sellin g family cars).
Coke - Place
Coke is a mu ltination al compan y and it h as its marke t
arou nd the en tire world. Th is can be said just by the first

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page on its site which asks people to se le ct the place of
the ir ch oice. The we bsite looks some th in g like th is:
Pepsi – Place
Pepsi again h as spre ad worldwide. Pepsi when en te rin g
a ne w marke t does n ot go in alone bu t it looks for
partne rs an d merge rs. Till n ow Pe psi h as collaborated with
compan ie s like Qu ake r O ats, F rito- lay s, Lipton, S tarbu cks,
e tc.
Pe psi like Coke h as spre ad all ove r the world. It is
be cau se of th is worldwide spread th at n ow it is comin g u p
with Adv ertise men ts wh ich can be broadcaste d in th e
diffe ren t n ation s in the world. The re cen t e xample with
would be the Pe psi adve rtise me n ts h av ing Dav id Be ckh am
as it bran d ambassador.
Promotion

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Promotion is one of the four aspe cts of marketing.
Promotion comprises fou r su bcategorie s:
1. Adve rtising
2. Person al sellin g
3. S ale s promotion
4. Publicity an d public re lation s
The spe cification of these fou r v ariables cre ate s a
promotion al mix or promotion al plan. A promotion al mix
spe cifie s h ow mu ch atte n tion to pay to e ach of the fou r
subcategorie s, an d h ow mu ch mone y to bu dget for e ach. A
promotion al plan can h av e a wide range of obje ctives,
inclu din g: sales in crease s, ne w produ ct acceptance ,
cre ation of brand e qu ity, position in g, compe titiv e
re taliation s, or cre ation of a corporate image.
Both the compan ie s Pe psi and coke are famou s for the ir
promotions. The riv alry was first starte d wh en Pe psi
starte d with its blin d taste tests kn own as the Pe psi
Challenge. The challenge is designe d to be a dire ct
re spon se to critics wh o alle ge that Coca- Cola an d
Pepsi- Cola are iden tical drinks, with n o me an in gfu l
diffe ren ce s. The ch alle nge take s the form of a taste te st.
At malls, shopping cen te rs an d othe r pu blic location s, a
Pepsi re prese n tative se ts u p a table with two blank cu ps,
one con tain in g Pe psi and one with Coke. S h oppe rs are
en cou rage d to taste both colas, an d then se le ct which
drink th ey pre fe r. Then the re prese n tativ e reve als the two
bottle s so th e taster can see whe the r th ey preferre d Coke
or Pe psi. If Pepsi is reve ale d, the shopper is given a small
prize. The implication is th at Pe psi taste s be tte r th an Coke,
and thu s con su me rs should pu rch ase Pe psi.
In blind taste te sts, more con su me rs prefe r the taste of
Pepsi to th at of Coca- Cola. B ecause Coke was th e
h istorical le ade r, more pe ople e xpe cte d that the y'd pre fe r
and se le ct Coke. Their su rprise at pickin g Pepsi in th e
blin d taste te st (produ cts were se rve d in un marke d cups)
he lpe d ch ange th eir min ds abou t which produ ct the y
pre fer. Captu ring this on film, Pepsi tu rne d th is in to a
me morable TV campaign th at lasted man y ye ars.
Also ad- campaigns are pu t u p on the te lev ision by both
the playe rs. The following statistic ju st te lls of much of
share of ads on TV are captured by the se playe rs.

14. 35
In fact in th e ne xt graph y ou can see h ow man y programs
are spon sore d by cola companie s an d the le ader amon g
the m is Pe psi. Main ly Pe psi is the company sponsorin g
most cricke t te le casts h appen ing in In dia an d spen ds most
of its revenue in that field.

15. 36
N owaday s both Coke and Pe psi are going in for B ran d
Ambassadors to promote the ir produ ct. The se bran d
ambassadors are famou s pe ople wh o u su ally pe ople idolize
and pe ople can re late to the m. Th e followin g pictu re s do
n ot nee d an y e xplan ation as pe ople are familiar with th e
ce le britie s an d can thu s qu ickly iden tify with the produ ct.
A list of Cele britie s th at are brand ambassadors for th e
cola companies are as follows. Th ese cele britie s are n ot
only asked to work in th e adve rtise me n ts bu t the y also
h ave to u se the produ ct promote d by the m an d the y sh ou ld
n ot u se the compan ie s riv als prou cts.

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