A review of marketing strategies of different companies

1. Subject:- Marketing Management
Faculty:- Dr. Pallavi Chandwaskar
Presentation on Comparative
Study of Competitors and
marketing Strategies in Beverages
Industry

2. TEAM
MEMBERS
2
1. Nitesh Chawan (P09)
2. Suyog Dalvi (P11)
3. Niranjan Jaware (P22)
4. Nikhil Mouriya (P36)
5. Aditya Wadate (P60)
6. Zaid Attar (P61)

3. CONTENT
Introduction
01
Coca Cola
PepsiCo
Parle Agro
02
03
04
05
06
Comparison
Conclusion

4. • In this presentation we had taken three Companies
(Coca cola ,PepsiCo and Parle Agro) regarding
beverages industry.
• We will cover the product mix, pricing strategies,
distribution System, promotion , and
recommendations for enhancing their marketing
approaches.
• By analyzing these key aspects, we aim to provide
valuable insights into how these brands position
themselves, attract customers, and maintain a
competitive edge in the market. behind their success.
INTRODUCTION

5. o The Coca-Cola Company is an American corporation founded in 1892 and today
engaged primarily in the manufacture and sale of syrup and concentrate for Coca-Cola,
a sweetened carbonated beverage that is a cultural institution in the United States and
a global symbol of American tastes.
o The company also produces and sells other soft drinks and citrus beverages. With
more than 500 brands available in more than 200 countries, Coca-Cola is the largest
beverage manufacturer and distributor in the world, one of the largest corporations in
the United States, and one of the most successful brands in marketing history.
o Its headquarters are in Atlanta, Georgia.

6. Carbonated
Drinks
Soft Drinks
Soda/Tonic
Water
Non-Carbonated
drink
Coca Cola
Diet Coke
Thumps Up
Sprit
Limca
Fanta
Coke Zero
Kinley Soda
Fruit Base
Drink
Packaged
Drinking Water
Maaza
Maaza Milky
Delight
Kinley Water
Minute Maid
Pulpy Orange
Minute Maid
Nimbu Fresh

7. 7
Pricing Strategy of Coca Cola:-
• Coca-Cola uses the following alternate pricing strategies over the year for Coke:
01
Price Skimming:
02
Market Price:
Setting price as going market
rate (by competitors)
03
Market Penetration:
Charging lowest price to achieve
highest possible sales ex. 100ml
cocacola bottle
Psychological
Pricing
Promotional
Pricing
Segmented
Pricing
Discriminatory
Pricing

8. Promotional
offers:-
8

9. Distribution channel of Coca Cola:-
Direct Selling Indirect Selling
In this bottling Plant
directly sell product or
supply product to
shops

10. S T
P D
Segmentation Targeting
Positioning Differentiation
Any one who like to drink different
beverages
Peoples from urban , rural and metropolitian
cities
Coca-Cola would seek to differentiate its
products from competitors in the Indian
market through factors like taste, packaging,
branding, distribution channels, pricing, and
promotional activities.
Coca-Cola's positioning strategy in India would
involve how they want consumers to perceive
their brand relative to competitors. They might
position themselves as a refreshing beverage for
everyday enjoyment, a symbol of happiness and
togetherness, or as a trendy lifestyle choice.
STPD of Coca Cola

11. o PepsiCo, Inc. is an American multinational food, snack, and beverage corporation headquartered
in Harrison, New York, in the hamlet of Purchase.
o PepsiCo's business encompasses all aspects of the food and beverage market. It oversees the
manufacturing, distribution, and marketing of its products.
o PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc.,
PepsiCo has since expanded from its namesake product Pepsi Cola to an immensely diversified
range of food and beverage brands.

12. PEPSICO
Beverages
Juice
Snacks
Pepsi
Lehar
Kurkure
Cheetos
Lays
Mountain
Dew
Tropicana
Mirinda
7-Up
Slice

13. Pricing Strategy of PepsiCo:-
01
Competitive Pricing
Pepsi consistently employs a
competitive pricing strategy
to contend with its main rivals,
particularly Coca-Cola. By
pricing its products
comparably or slightly lower
than its competitors, Pepsi
aims to attract cost-conscious
consumers while maintaining
its market share in the highly
competitive soft drink
segment.
02 03
Psychological Pricing
Like many consumer brands,
Pepsi uses psychological
pricing tactics. For example,
pricing a bottle at $1.99
instead of $2.00 makes it
appear significantly cheaper, a
strategy that can
effectively increase
sales volumes.
Promotional and
Discount Pricing
Pepsi frequently uses
promotional pricing
strategies such as discounts,
bundle offers, and seasonal
sales. These promotions aim
to boost short-term sales,
attract new customers, and
encourage bulk purchases.

14. Advertising Sales
promotion
Direct
marketing
Public
relations
Promotion Mix of PepsiCo

15. Distribution channel of PepsiCo :-
• Direct store delivery (or DSD).
• Customer warehouse.
• Third-party distributor networks.

16. S T P D
• Demographically, PepsiCo
targets a broad range of age
groups but often focuses on
younger demographics with
its advertising campaigns.
• Psychographically, PepsiCo
may target individuals who
are adventurous, outgoing,
and seek excitement.
• Behaviorally, PepsiCo may
target heavy users of
carbonated soft drinks as
well as health-conscious
consumers looking for
healthier snack options.
• Young adults and
millennials who are
frequent consumers of
carbonated soft drinks and
snacks.
• Athletes and active
individuals who may be
interested in sports drinks
like Gatorade.
• Health-conscious
consumers looking for
healthier snack and
beverage options.
• Pepsi: Positioned as a youthful,
energetic brand associated with
fun, excitement, and socializing.
• Gatorade: Positioned as a
performance-enhancing sports
drink for athletes and active
individuals.
• Tropicana: Positioned as a
trusted and natural brand
offering high-quality fruit
juices.
• Unique flavors and formulations for
PepsiCo's carbonated soft drinks,
offering consumers a diverse range
of options.
• High-quality ingredients and
innovative packaging for snacks like
Lay's and Doritos.
• Pricing strategies that appeal to
different segments of the market,
such as premium pricing for
healthier options like Tropicana
Pure Premium and value pricing for
mainstream products like Pepsi-
Cola.
• Extensive distribution networks that
ensure PepsiCo's products are
readily available to consumers
worldwide.

18. • Parle Agro is an offshoot of Parle Products, which was founded in 1929 in British India.
• It was owned by the Chauhan family of Vile Parle, Mumbai.
• The original Parle company was split into three separate companies owned by the different
factions of the original Chauhan family: Parle Agro, led by Prakash Chauhan and his
daughters (owner of the brands such as Frooti and Appy) Parle Bisleri, led by Ramesh
Chauhan All three companies continue to use the family trademark name "Parle".
• Parle Agro commenced operations in 1984. It started with beverages, and later diversified
into bottled water (1993), plastic packaging (1996) and confectionery (2007).
• Frooti, the first product rolled out of Parle Agro in 1985, became the largest selling mango
drink in India.

19. Beverages Food PET Business
Frooti
Appy Fizz
Grappo Fizz
Saint Juice
Hippo
Minitrax
Buttercup
Frewt Eclairs
ML-27

20. Pricing Strategy of Parle Agro:-
01
Market Penetration
Pricing
Parle Agro might use market
penetration pricing to gain a
foothold in new markets or
increase its market share. This
strategy involves setting lower
prices compared to
competitors to attract price-
sensitive consumers. For
example, when entering a new
geographic region, Parle Agro
might initially price its
products lower to encourage
trial and adoption.
02 03
Value-Based Pricing
Parle Agro may use value-based
pricing to align its prices with
the perceived value of its
products. This strategy involves
setting prices based on the
benefits and value that
consumers perceive in the
products. For example, Parle
Agro might price its fruit-based
drinks higher than regular soft
drinks, emphasizing their
natural ingredients and health
benefits.
Premium Pricing
Parle Agro might employ
premium pricing for certain
products that are positioned
as premium or luxury
offerings. For example, if Parle
Agro introduces a line of
exclusive, gourmet fruit drinks
with unique flavors and high-
quality ingredients, it may
price them at a premium to
reflect their perceived value
and exclusivity.

21. 01
03
02
04
05
07
06
08
Advertising
Sales Promotion
Public Relations (PR)
Social Media
Marketing
Digital Marketing
Point-of-Sale
(POS) Displays
Event Sponsorships
and Activations
Partnerships and
Collaborations
Promotion Strategy of Parle Agro

23. Conclusion:-
• while Coca-Cola, PepsiCo, and Parle Agro all operate within the beverage industry, each company brings its
own unique strengths, strategies, and market positioning to the table.
• Coca-Cola, as a global giant, leverages its iconic brand and extensive distribution network to maintain a
dominant presence worldwide. It emphasizes its heritage, quality, and association with moments of happiness
and togetherness to appeal to a wide range of consumers.
• PepsiCo, Coca-Cola's main competitor, competes vigorously by offering a diverse portfolio of beverages and
snacks. It often targets younger demographics with its marketing and branding, focusing on themes of
energy, excitement, and innovation.
• Parle Agro, primarily operating in India, has carved out a niche by offering a range of refreshing and natural
beverages targeted at the Indian market. Brands like Frooti and Appy Fizz resonate with consumers seeking
affordable, flavorful, and locally relevant options.
• While each company pursues its own strategies, they all share a common goal of satisfying consumer
preferences, driving sales, and maintaining profitability in a highly competitive industry. Ultimately, consumer
choice is influenced by factors such as brand loyalty, taste preferences, pricing, and availability, leading to a
dynamic marketplace where each company strives to stay ahead of the curve.

24. Retailers and Distribution Channel Visit
Kopari ( Thane) Wagale Estate (Thane)

25. Thank You