Coca-Cola’s product portfolio is extensive, including over 500 brands. The most popular of these are Coca-Cola, Fanta, Sprite, Diet Coke, Fresca, and Simply Orange. Regarding the place component, the vast distribution system of the company allows it to sell its products in over 200 countries. The prices are low enough for an average customer to afford but not too low to sustain the image of quality. Promotional strategies are numerous, including traditional and modern approaches (social media, television, YouTube videos).
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To control, evaluate, and monitor marketing effectiveness, Coca-Cola reviews its past sales records and analyzes the results of advertising campaigns. The marketing mix affects the company’s strategy and tactics in a highly positive way.
The major product offered by the company is Pepsi, but it has many other brands, such as Lay’s, Mountain Dew, Tropicana, and 7Up. Since Pepsi’s biggest competitor is Coca-Cola, the companies’ placement and distribution are nearly the same: Pepsi can also be purchased in about 200 countries. The prices are average so that customer loyalty could be sustained. The most effective promotional strategies are digital and social media advertising. The marketing mix has a beneficial effect on Pepsi’s strategy and tactics. Such quantifiable elements as comparing past and current sales records and tracking the metrics of campaigns’ impact are used for control, audit, and assessment.
The products offered by Dr. Pepper may be roughly divided into two large categories: dietary and flavored, the most popular of them being Dr. Pepper Zero, Cherry Vanilla, and Diet and Cherry. Dr. Pepper products are distributed to many countries of the world, but their placement is not as vast and Coca-Cola’s and Pepsi’s. The prices of Dr. Pepper’s drinks and other goods are a little lower than the major rivals have to remain competitive in the market.
The organization’s promotional channels involve radio, television, newspapers, and the Internet. To monitor, evaluate, and control marketing effectiveness, the company analyzes its sales records. Dr. Pepper puts special emphasis on the sustainability of its products. Its marketing mix is highly promotional in the development of marketing tactics and strategies.