Marketing Mix
•
Marketing Mix is the set of marketing tools that the firm uses to pursue its
marketing objective.
•
•
•
•
Product
Price
Place
Promotion
• a
PRODUCT
PRICE
PLACE
• Earlier the price of coke was
cost based
• Later on the basis of
competition
• a revolution especially in
Indian markets with the 5
pricing strategy
• Pricing on the basis of
competition
• Pepsi is that it is very
flexible and it can come
down with the price very
quickly
• But this risk taking attitude
has also earned Pepsi losses
PLACE
PLACE
• Coke is a multinational
company and it has its market
around the entire world. This
can be said just by the first
page on its site
• Pepsi also has spread
worldwide.
•Pepsi when enter in new
market does not go alone but
it looks for partners and
mergers.
• Till now Pepsi has
collaborated with companies
like Quaker Oats,Frito-lays,
Lipton, Starbucks , etc.
INITIALLY
PROMOTION
PLACE
INITIALLY
-COKE focused on Indian
culture and music.
LATER
-coke also focused on
celebrity endorsements
- PEPSI relied on advertisements
featuring film stars, pop stars and
cricket players.
Endorsement of celebrities
PROMOTION
MIX
PLACE
- Promotion is one of the four aspects of marketing. Promotion
Comprises four subcategories :
1 . Advertising
2 . Personal selling
3 . Sales promotion
4 . Publicity and public relations
ADVERTISING
ADVERTISING
Spoof Advertising
• Against Coke’s ‘EAT-SLEEP-DRINK’, Pepsi made an ad
opposite to it
• To counter this, Coke made a print ad in which it
shows ‘chalo kha liya’..
• Another Coke ad showed 2 apes, copying
Pepsi’s Azhar and Jadeja with the time ‘ don’t
be a bunder’, taste the thunder.
ADVERTISING
PLACE
-
ADVERTISING
PLACE
-
Sales Promotion
PLACE
• Crown offer
• Blind taste campaign
• See the number below the
crown, sms , and win…
Khufiya card campaign
Publicity and
public
relations
PLACE
-
Publicity and
public
relations
PLACE
-