Executive Summary:
This report
provides an analysis and evaluation of the Pepsi and Coca cola in their
customer segmentation models. This method of analysis includes Market
Segmentation, Market Targeting, Market Positioning, as well as the Marketing
Mix of Pepsi and Coca cola. The research draws attention to the Market
segmentation of the both companies, while the soft drink industry has probably
the widest and deepest customer base in the world and variable of Pepsi and
Cola marketing ways.
Introduction:-
Coca Cola:
Coca cola is another oldest brand
in Bangladesh. From the last 50 year Coca cola has been marketing its products
through local representatives of Bangladesh. However, now it is marketed by
Abdul Monem Limited it marketed coca cola under the authority of the Coca-Cola Company,
USA (trademark owner). Abdul Monem Limited is the distributor of Coca-Cola,
Sprite and Fanta in Bangladesh. Soft drinks brand Coca Cola last year announced
plans to start its own sales and distribution operations in Bangladesh. The
Company earlier submitted a proposal to the government for setting up a
manufacturing plant in the country. Coca-Cola products have been prepared
packaged and sold in Bangladesh for around 50 years. However, it has been
marketing its products through local representatives. Now the company will directly
market its flagship products Coca-Cola, Sprite and Fanta. Coca Cola was
expecting appositive response shortly to its proposal for setting up the plant
jointly with the government. The operations will be launched soon in Dhaka and Rajshahi
said a statement of the company.
Pepsi:
PepsiCo is a world leader in
convenient snacks, food and beverages with revenues of more than $39 billion
and over 185,000 employees worldwide in 2009. PepsiCo has attained a leadership
position as being too next to Coca Cola in a soft drink bottling. Their
business profit is increasing rapidly due to a high standard of performance,
marketing strategies, competitiveness, determination, commitment, and the
personal and professional integrity of their people, products and business
practices.
Pepsi is one of the oldest soft
drink beverage brands in Bangladesh since 1976 and came with the cola-flavored
Pepsi, the clear-flavored 7up, the orange-flavored Mirinda and later introduced
the mango-flavored Slice and citrus-flavored carbonated soft drink Mountain
Dew. Pepsi is manufactured by Transcom Bangladesh limited in Bangladesh. The
company is the exclusive PepsiCo Franchisee for Bangladesh. Transcom Bangladesh
Limited committed to delivering sustained growth in Bangladesh and move towards
dominant Beverage Company, delighting & nourishing every Bangladeshi, by
best meeting their everyday beverages needs & stakeholders by delivering
performance with the purpose, though talented people and successful marketing
strategies.
Marketing mix:
It is the set of
marketing tools that the firm uses to pursue its marketing objectives. Marketing
mix is classified and it is called as the Four Ps, i.e. Product, Price, Place
and Promotion.
Product:
The most basic marketing tool is
the product which includes product design, quality, features, branding, and
packaging.
Price:
A critical marketing tool is
price, the amount of money that customers pay for the product. It also includes
a discounts, allowances, credit terms and payment period.
Place:
Place is another important key of
the marketing mix tools, and it includes various activities the company
undertakes to make the product accessible and available to the customer. Some
factors that decide the place are transport facilities, channels of
distribution, coverage area, etc.
Promotion:
Promotion is the fourth marketing
mix tool which includes all the activities that the company undertakes to
communicate and promote its product to the target market. Promotion includes
sales promotion, advertising, sales force, public relations, direct marketing,
etc.
Marketing mix of Coca Cola in
Bangladesh:
Coca Cola has a competitive
marketing mix like other soft drink beverages has in Bangladesh. These
marketing mixes are listed below:
Product: Coca Cola offers two
different sweet and flavored cola in our country. This is normal cola and
another is dieting Cola. Coca Cola does not frequently change its taste. It has
many nutritional values similar to Pepsi. It serves different type of beverage
like Sprite, Fanta, etc.
Price: Abdul Monem Limited always
tries to keep a standard price of Coca Cola bottles. It also offers promotional
discounts, allowances, credit terms and payment period for the stores and
Restaurants. Coca Cola, furthermore, offers discounts in a family size bottle
frequently.
Place: Abdul Monem Limited has a
strong distribution channel to distribute their Coca Cola. They make Coca Cola
easy to get and available to the customer everywhere through their expert
distributors channel. Their transport facilities, channels of distribution,
coverage area, etc. are maintained very securely.
Promotion:
Abdul Monem Limited
spends about $51 million in five years to frequently advertise Coca Cola
products through mass media. They choose standard banner and color to
advertise. We see different advertisements of its products with many types of
slogans such as “Opening happiness”, “Joy of mind” etc. They also advertise its
products in social networks. In addition, Coca Cola besides made some events
such as Coke quiz to promote its products. The usage of colorful posters is
also used to create awareness of the products that Coca Cola offers. Coca Cola
makes sales promotion, advertising, force selling, public relations, direct
marketing, etc.
Marketing mix of Pepsi in
Bangladesh:
Pepsi is continuously improving
their marketing mix to catch a whole Bangladeshi soft drink's market. These
marketing mixes are listed as below:
Product: Pepsi offers different
sweet and flavored cola in our country. It frequently changes its taste. It has
two different cola flavor Pepsi one is normal cola and diet Pepsi. It has many
nutritional values. It also serves different type of beverage like 7UP,
Mirinda, Slice, and Mountain Dew.
Price: Transcom Bangladesh Limited
always tries to keep a standard price of Pepsi bottles. It also includes the
discounts, allowances, credit terms and payment period for the stores and
Restaurants. Pepsi enhances its price competition capability through creating
bundle free offers to the restaurants and convenience stores.
Place:
Transcom Bangladesh
Limited has a strong distribution channel to distribute Pepsi. They make Pepsi
easy to get and available to the customer everywhere through their expert
distributors. Their transport facilities, channels of distribution, coverage
area, etc. are maintained very securely.
Promotion: Transcom limited
frequently advertises its products through mass media. Every day in TV and
newspaper, we see different advertisements of its products with many types of
slogans such as 'Pepsi khao game change kore Dao' (change the game) etc. They
also advertise its products in social networks. In addition, Pepsi as well
makes some events such as Pepsi quiz to promote its products. The usage of
colorful posters is also used to create awareness of the products that PepsiCo
offers. Pepsi mostly creates sales promotion, advertising, sales force, public
relations, direct marketing, etc.
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Post Copyright: All rights reserved by LearnerNest blog owener. Previously posted on hubpages
Post Copyright: All rights reserved by LearnerNest blog owener. Previously posted on hubpages
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