MARKETING ASSIGNMENT ON MARKETING MIX- 4 PS

SUBMITTED BY: RISHAB MEHTA MBA- IB

THE MARKETING MIX- 4 Ps COCACOLA

Type: Public Founded: 1892 by Asa Griggs Candler Headquarters: Atlanta, Georgia, USA Industry: Beverage ProductsBever ages: Web site: www.cocacola .com Origin of the product: Dr. John Stith Pemberton for the first time produced the syrup for Coca-Cola on May 8, 1886. The history of the Beverages industry started when Atlanta, Georgia druggist John Stith Pemberton invented coca wine called Pembertons French Wine Coca in 1884.

PEPSI
Type: Public Founded: 1903 by DCC BROADHAM Headquarters: New York, USA Industry: Food & Beverage Products: Beverages,Snacks Origin of the product: It starts with a small drug store in North Carolina. This little store belonged to young chemistby the name of DCC BROADHAM. He invented a drink that the customers called BROADSdrink. In 1903, Bradham got its drink registered formally by the name of PEPSI COLA.

Marketing mix Definition: The 'marketing mix' is a set of controllable, tactical marketing tools that work together to achieve company's objectives.

PRODUCT
In marketing, a product is anything that can be offered to a market that might satisfy a want or need. It is of two types: Tangible (physical) and Intangible (non-physical). Since services have been at the forefront of all modern marketing strategies, some intangibility has become essential part of marketing offers. It is therefore the complete bundle of benefits or satisfactions that buyers perceive they will obtain if they purchase the product. It is the sum of all physical, psychological, symbolic, and service attributes, not just the physical merchandise. All products offered in a market can be placed between Tangible (Pure Product) and Intangible (Pure Service) spectrum. A product is similar to goods. In accounting, goods are physical objects that are available in the marketplace. This differentiates them from a service, which is a non-material product. The term goods is used primarily by those that wish to abstract from the details of a given product. As such it is useful in accounting and economic models. The term product is used primarily by those that wish to examine the details and richness of a specific market offering. As such it is useful to marketers, managers, and quality control specialists. A service is a non-material or intangible product - such as professional consultancy, serving, or an entertainment experience.

COKE PRODUCT
The Coca-Cola formula is The Coca-Cola Company's secret recipe for Coca-Cola. As a publicity marketing strategy started by Robert W. Woodruff, the company presents the formula as one of the most closely held trade secrets ever and only a few employees know or have access to. This Coca-Cola formula appears to be the original formula to Coca-Cola. The company cocacola ismultinational and is not limited to one product. Through thr years they have invented and introduced many products than their main cola drinks. The list of coca-cola brands are as follows.

Appletiser Aquarius BPM Energy Barq's

Beat soda Beverly Cannings Cheers Ciel Coca-Cola Black Cherry Vanilla Coca-Cola Blak Coca-Cola C2 Coca-Cola Cherry Coca-Cola Citra Coca-Cola M5 Coca-Cola Zero Coca-Cola Coca-Cola with Lemon Coca-Cola with Lime Dasani Delaware Punch Diet Coke Fanta Fanta Citrus Fioravanti Fresca Frisco Fruitopia Lemon & Paeroa Lift Lift plus Lilt Manzana Lift

Mare RossoMello YelloMezzo Mix Minute Maid Nestea New Coke Nordic Mist OK Soda Pibb Xtra Powerade Qoo Raspberry Coke Relentless Sarsi Senzao Simply Orange Smart Sparkle Sprite Sprite Ice Sprite Remix Sprite Zero Surge Swerve Tab Frutonic Full Throttle Georgia Hi-C Hit Kia-Ora Kinley

Tab Clear Tab Energy Tab X-Tra Tiky Vault

PEPSI PRODUCT
The Pepsi-Cola drink contains basic ingredients found in most other similar drinks including carbonated water, high fructose corn syrup, sugar, colorings, phosphoric acid, caffeine, citric acid and natural flavors. The caffeine free Pepsi-Cola contains the same ingredients but no caffeine. Some of the different and varied brands of Pepsi are as follows: All Sport Aquafina Caffeine-Free Pepsi Crystal Pepsi Diet Pepsi Gatorade Izze Jazz Josta Kas Manzanita Sol Mirinda Mountain Dew Mountain Dew AMP Pepsi Pepsi Blue Pepsi Cappuccino Pepsi Max Pepsi ONE

Pepsi Samba Pepsi Tarik Pepsi Twist Propel Fitness Water Sierra Mist Slice SoBe Storm Teem Mountain Dew LiveWire Mountain Dew MDX Mug Root Beer Tropicana Products Tropicana Twister

PRICE
In economics and business, the price is the assigned numerical monetary value of a good, service or asset. Price is also central to marketing where it is one of the four variables in the marketing mix that business people use to develop a marketing plan. Pricing is a big part of the marketing mix. Choosing the right price and the right pricing strategy Is crucial to the marketing process. The price of the product is not something that is fixed. On the other hand the price of the product depends on many other factors. Some times the price of the product has got nothing to do with the actual product itself. The price may act as a way to attract target customers. The price of the product is decided keeping many things in mind. These things include factors like cost incurred on the product, target market, competitors, consumer buying capacity etc.

COKE - PRICE
Coke was a company ruling the markets before Pepsi entered. Earlier the price of coke was cost based i.e. it was decided on the cost which was spent on making the product plus the profit and other expenses. But after the emergence of other companies especially the likes of Pepsi, Coca-cola started with a pricing strategy based on the basis of competition. Nowadays more expenses are spent on advertising my soft-drink companies rather than on manufacturing. Few year before Coke has brought in a revolution especially in Indian markets with the Rs. 5 pricing strategy which was very famous. It was the first company to introduce the small bottle of Coke for just Re.5. This campaign was very successful especially with the price conscious Indian consumers. Even today most prices of Coke are decided on the basis of the competition in the market.

PEPSI PRICE
Pepsi again decides it price on the basis of competition. The best think about the company Pepsi is that it is very flexible and it can come down with the price very quickly. The company is renowned to bring the price down even up to half if needed. But this risk taking attitude has also earned Pepsi losses. Though lowering the price would attract the customers but it would not help them cover up the cost incurred in production hence causing them losses. This was the situation earlier but now Pepsi is a full-fledged and growing company. It has covered all its losses and is now growing at a rapid rate.

PLACE
Place is a term that has a variety of meanings in a dictionary sense, but which is principally usedin a geographic sense as a noun to denote location, though in a sense of a location identified withthat which is located there. In marketing, place refers to one of the 4 P's, defined as "the market place". It can mean a geographic location, an industry, a group of people (a segment) to whom a company wants to sell its products or services, such as young professional women (e.g. for selling cosmetics) or middle-aged family men (e.g. for selling family cars)

Coke - Place
Coke is a multinational company and it has its market around the entire world. This can be saidjust by the first page on its site which asks people to select the place of their choice. The websitelooks something like this:

PEPSI PLACE
Pepsi again has spread worldwide. Pepsi when entering a new market does not go in alone but it looks for partners and mergers. Till now Pepsi has collaborated with companies like Quaker Oats, Frito-lays, Lipton, Starbucks, etc. Pepsi like Coke has spread all over the world. It is because of this worldwide spread that now itis coming up with Advertisements which can be broadcasted in the different nations in the world.The recent example with would be the Pepsi advertisements having David Beckham as it brandambassador.

PROMOTION
Promotion is one of the four aspects of marketing. Promotion comprises four subcategories: Advertising Personal selling Sales promotion Publicity and public relations The specification of these four variables creates a promotional mix or promotional plan. A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. Both the companies Pepsi and coke are famous for their promotions. The rivalry was first started when Pepsi started with its blind taste tests known as the Pepsi Challenge. The challenge is designed to be a direct response to critics who allege that Coca-Cola and Pepsi-Cola are identical drinks, with no meaningful differences. The challenge takes the form of a taste test. At malls,

shopping centers and other public locations, a Pepsi representative sets up a table with two blank cups, one containing Pepsi and one with Coke. Shoppers are encouraged to taste both colas, and then select which drink they prefer. Then the representative reveals the two bottles so the taster can see whether they preferred Coke or Pepsi. If Pepsi is revealed, the shopper is given a small price. The implication is that pepsi tastes better than coke, and thus customers should purchase it. In blind tests, more consumers prefer the taste of pepsi to that of cocacola. Because coke was the historic leader, more people expected that they prefer and select coke. Their surprise at picking pepsi in the blind test helped change their maind sets about which product they prefer. Capturing this on film, pepsi turned this into a memorable TV campaign that lasted many years. Also add campaigns are put up on television by both players. Infact many programs are sponsored by cola companies andthe leader among them is Pepsi. Mainly Pepsi is the company sponsoring most cricket telecastshappening in India and spends most of its revenue in that field. Nowadays both Coke and Pepsi are going in for Brand Ambassadors to promote their product. These brand ambassadors are famous people who usually people idolize and people can relate to them. The following pictures do not need any explanation as people are familiar with the celebrities and can thus quickly identify with the product. A list of Celebrities that are brand ambassadors for the cola companies are as follows. These celebrities are not only asked to work in the advertisements but they also have to use the product promoted by them and they should not use the companies rivals proucts. Celebrity endorsements in 2008-2009 PEPSI Ram charan teja Ranbeer Vijendra (boxer) Katrina kaif Rani Kareena kapoor M.S. Dhoni Shahrukh khan

COCA-COLA Amir khan Hrithik roshan Ganesh Gautam gambhir Virendra sehvag Vijay

AMUL BUTTER
Amul was formally registered on December 14, 1946. The amul revolution was started as awarenes among the farmrers. It grew and mayured into a protest movement that was channeled towards economic prosperity. It is a dairy cooperative movement in india. It is a brand name managed by an apex cooperative organization, GCMMF which today is jointly owned by 2.41 million milk producers in gujrat, india. It is based in anand town of gujrat and has been a sterling example of cooperative organizations success in the long run. The amul pattern has established itself as a uniquely appropriate model for rural development. Amul has spured the white revolution of india, which has made india one of the largest milk producers in the world. Its also the worlds biggest vegetarian chees brand.

PRODUCT
Amul pasturized butter Amul butter is made from butter, common salt, permitted natural colour- annatto Composition: Milk fat 80% Moisture 16% Salt 2.5% Curd 0.8%

Calorific value: 720 kcal/100gms Special features Made from fresh cream from modern continuous butter making machines. Marketed in india since 4 decdes. Product specification Meets AGMARK standard

Amul Lite Unlike butter and margarine, amul lite is a low fat, low calorie and low cholesterol bread spread, hence a healthier substitute. It contains 26% less fat and calorie content as compared to butter or margarine. Product composition Total fat- 59% Milk fat- 10% Vegetable fat- 49% Cholesterol- 26mg Total calories- 531 Special features Since maul lite is low in calories youy can maintain your slim trim shape without compromising on your taste. Amul is low fat and low cholesterol and low cholesterol means less chances of heart diseases. Amul lite is low in saturated fats and high in PUFA for a healthy heart.

 Amul lite contains omega- 6 and omega- 3 fats which maintains healthy cholesterol levels. Amul lite is fortified with vitamins A and D, essential for good vision and healthy skin. It is manufactured in a fully automated ISO9000 certified plant under strict hygienic conditions. Product specification The product is certified for AGMARK for quality.

Delicious Table Magarine Table magarine is characterized by a physical consistency similar to butter and is commonly known as butter- subsitute. Magarine is prepared exclusively from vegetable oils and fats. Product attributes Pepared from refined vegetable oil. Total fat content is 80% min. Contains zero cholesterol, hence suitable for cardiac patients. Fortified with vitamins A and D. Manufactured in an ISO 9000 certified plant under strict hygienic conditions. The product is completely untouched by human hand. Shelf life 6 months under refrigeration.

PRICE
At the time amul was formed people had limited purchasing power and modest consumption levels of milk and dairy products. Thus amul adopted a low cost price strategy to make its product affordable and attractive to consumers by guaranteeing them value for money. Despite competition in the high value dairy product segments from firms such as britannia, nestle, GCMF ensures the product mix and sequence in which amul introduces

its products is consistent with the coe philosphy of providing better at a basic affordable price to appeal the common masses. This helped amul better to create its brand image in the house hold sector of the society. It is totally market oriented pricing strategy.

Amul butter costs rs. 25 for 100 gms pack and rs. 122 for 500 gms pack. Delicious table magarine costs rs. 13 for 100 gms pack and rs. 60 for 500 gms pack. Amul lite costs 32 rs for 200 gms pack. Amul, the market leader in the table butter category, is all set to further strengthen its market position with the launch of new innovative and consumer friendly packs of butter. So far amul butter was mainly available in 100 and 500 gms pack. However market reseravh shows that there was a demand for smaller packs. Keeping the objectice in mind amul has launched a new smaller pack- munna pack suitable for single use for a small family. Available in 25gms, munna pack is manufactured at the state of the art ISO 14001 and HACCP certified dairy plant at mehsana. With this launch, the launch felt need of smaller packs by consumers has been addressed to. Amul has launched butter in easy to open airline packs. Carrying just the right quantity of butter needed for a single serving, these packs are now being increasingly used by the airlines. Packed in the most modern amul dairy plant, these packs have become increasingly popular with mothers of school going children as tiffin packs.

PLACE- A GLOBAL DISTRIBUTER

GCMMF is indias largest exporter of dairy products. It has been accorded a trading house status. GCMMF has received the APEDA award from govt. of india for excellence in dairy product exports for the last 11 years. Besides india, amul has entered overseas markets such as UAE, USA, Mauritius, Bangladesh, Auatralia, China, Hongkong, Singapore and other Arab countries. Amul butter covers 85% market of butter in india. There is 800 crore rs. of organized butter market and amul covers 678 crore rs.

Distribution network Upstream channel- upstream channel in which milk is procured from the farmers to the manufacturing units. In the first step milk is taken to the VCS by the farmers on foot or bicycles in small quantities. The second step involves the transportation of milk from the cooperatives of the manufacturing units this is done in special trucks which are equipped with tankers to carry milk. Downstream channel- it is the distribution part of the supply chain. From the manufacturing units to the retailers. First leg of the transport is from the manufacturing unit to the conpany depots. This is done using 9 and 18 MT trucks any lesser quantity will be uneconomical to the company therefore in sometime the the quantity ordered is lesser than club loading is done which means that the product ordered is supplied with some other products. Dairy wet the temparature of these trucks is kept between 0-4 degree celcius. Second leg is from the depot to the WDs, this transport is caried out in insulated 3 and 5 MT TATA 407s here a PDP s prepared where the distributor plans out the quantity of products to be ordered on a particular date. Third leg is the flow of goods from WDs to retailers, a beat plan is prepared and transportation is done through auto- rickshaws, rickshaws and bicycles. Finally it goes to the layman people from retailers carried in pollythin and packets.

PROMOTION
Initial promotion strategy The butter which had been launched in 1945, had a boring image primarily because the earlier advertising agency which was in charge of the account preferred to stick to routine, corporate ads. They did not help in creating a brand image of amul butter. A brand- AMUL- A Taste of India

However in 1966, a man named sylvester da cunha, from the agency of ASP clinched the account for amul butter. According to him he needed a girl who would worm her way into a housewifes heart. And who better than a little girl? And so it came about that the famous amul moppet was born. The moppet who put amul on indias breakfast table 50 years after it was first launched, amul sales figures have jumped from 1000 tonnes a year in 1966 to over 25000 tonnes a year in 1997. No other brand comes even close to it. New strategy of promotion From 1969 amul began playing a role of socail observer. Over the years the campaign acquied that all amul touch. Amuls charm lies in the catchy lines that we all laugh on because humour is what everyone enjoys. They dont pander to your nationality or certain sentiments. It is pure and simple, everyday fun. At the naxalite movement in kolkata amuls hoarding was saying bread without amul butter, cholbe na cholbe na. BRANDING The first product with the amul brand name were launched in 1955. Since then they have in use in millions of homes in all parts of india. Amul is the name of 2 million farmers, members of 10,000 village doing cooperative societies throughout gujrat. It is a appropriate model for rural development, amul has made india one of the largest producers of milk in the world. Amul therefore is a brand with a difference.

SUNSILK PRODUCT
Currently the range consists of: Yellow Sunsilk with Bio Proteins from Vegetable Extracts: Normal hair needs wholesome nourishment. New Sunsilk with BioProtein extracted from Vegetable milk

has nutrients that deeplypenetrate each hair strand, to nourish it leaving hair strong andbeautiful. Black Sunsilk with Melanin from Plant Extracts: Black Sunsilk with Melanin from Plant Extracts: Dull hair needs a rich black shine. New Sunsilk with Melaninextracted from plants serves this purpose very effectively. It helps inthe growth and retention of the black color of hair, giving it a richblack shine. Green Sunsilk with Fruitamins Vitamins from fruit Extracts: Thin and limp hair needs extra body and volume. New sunsilk withFruitamins has natural extracts from fruit that contains Vitamins.These vitamins help in giving extra body, shine and amazing manageability to the thinning and lifeless hair. Pink Sunsilk with yoghurt proteins : Dry hair needs wholesome conditioning, extra shine and style. NewSunsilk with yoghurt proteins makes the dry hair full of life. Itsespecial ingredients moisturize each hair right to its tips leaving itshiny and beautiful. Orange Sunsilk with active nutrients from Citrus Extracts: The advanced formula of orange Sunsilk is the result of the latestresearch. This shampoo is especially designed for oily hair type thatlooks flat and greasy due to the excess of moisture. New sunsilk withactive ingredients from citrus extracts cleans the excess oil off hairwhile its nutrients deeply penetrate each hair strand to nourish it.

PRICING
HINDUSTAN UNILEVER claims to practice value-based pricing in whichthe customers perception of the products price provides a starting point fordeveloping the marketing mix of the product. The research department determinesthis price usually by using focus groups. The price of Re 1 and 2 for Sunsilkshampoo sachets shows how the price also reflects a concern to make the purchasemore convenient, since the rupee is denoted in this value. Sunsilk is also available in Rs 45 and Rs 169 price bottles to cater to the demands keeping in mind the wants of this particular customer segment. The primary importance of this value-based pricing is that the product demand willbe much higher if its price is in line with the customers perception of its value.One crucial concern for value-based pricing is strict management of cost in orderto be able to make a profit at the value-based price. After the initial price isdetermined, HINDUSTAN UNILEVER then uses target costing in order to achievethe required profits

PLACE
Distribution Objective: To reach as many towns and villages as we can

HINDUSTAN UNILEVER has 150 distributors whose function is to sell towholesaler s directly. There are different distributors for different areas. They arecarefully selected and their performance is constantly evaluated. OUTLETS, RETAILERS

PROMOTION
Build top of the line consumer awareness Creating a personaloty of the brand

Besides having these general objectives, the advertising objectives are set avoidingto the advertising strategy for each product, e.g. Sunsilk advertising objectivessince it was being relaunched were: To increase the usage Conditioning benefits Makes the hair appear clean and shiny Imparts the feeling of freshness due to fragrance Easy to manage silky soft hair Unique shampoo for every hair type Effectively communicate brand promise

Promotional strategy Innovative campaigns such as Hairapy and Life Cant Wait were launched to attract women to the brand Sponsored short films that were broadcast during popular television shows.

Media platforms used Print media internet rural campaign environment concern ads Music videos Free sample distribution Demo campaigning Promotion of the products in the sunsilk range through moviessuch as Fashion Sunsilk has come up with a new promotional campaign GOOD HAIRDAYS in six major cities in collaboration with famous hair stylists of thecountry. Hoardings Sponsorships Enhancement of product mix New product formulations according to changing consumer preferences Advertising

HINDUSTAN UNILEVER believes that messages about product deliveredby credible sources can be very persuasive. Hence Jawed Habib who is an hair careexpert endorses Sunsilk and more value is added to the brand. Consumers relate toproducts itself, they can relate to a human being who consumers believe is anexpert so Jawed Habib is an expert so is Sunsilk. Jawed Habib a recognized andhighly qualified hair stylist is used by Sunsilk in its ads because they want to bringout an experts image. METHODS ADOPTED TO PROMOTE THE BRAND NAME OF SUNSILK Actresses as spokespersons Co-marketing Some of these films were made exclusively for retailers like Wal-Mart and were telecast in-store Sponsor for fashion show

INNOVATIVE AND UNIQUE STARERGIES IMPLEMENTED BY SUNSILK IN INDIA Hindustan Unilever launched the Gang of Girls website in June 06. Indias first online girl community concept. Lots of media mentions as it as a successful branded space. Gang of Girls events at 60 college festivals, malls and multiplexes acrossIndia. This site has 100,000 registered users and very similar features. Hindustan Lever claims 2,500,000 registrations to Gang of Girls site - 25,000 girl gangs 200 million hits 12-13 million page views every month Sunsilkgangofgirls.com benefited from redirect from Sunsilknaturals.com. Direct contact with target audience. Gang of Girls site pushed online and via TV and print.

Company taking benefits of new web 2.0 technologies ranging from blogs to power of social networking. As far as brand is concerned plus side forsunsilk here is ability to use power of technology to position brand successful and create following among niche users whom must have generated enough feedback for the brand to understand demographic served.Other brands need to take a cue from here and understand how web can be used as an effective brand delivery/promotion tool.

COLGATE
In 1806, william colgate introduced starch, soap and candle factory on dutch street in new york city under the name of william colgate & company. In 1857, william colgate died and the company was recognized as colgate & company under the management of samuel colgate his son. In 1873, the company introduced its first toothpaste, an aromatic toothpaste sold in jars. His company sold the first toothpaste in a tube, colgate ribbon dental cream, in 1896. In 1928, palmolove- peev bought the colgate company to create the colgate- palmolovepeev company. In 1953 peet was dropped from the title, leaving only colgate- pamolive company, the current name. Today colgate has numerous subsidiary organizations spanning 200 countries, but it is publicly listed in only two, the united stated and india.

PRODUCT
They try to position some innovative toothpaste with a brand name other than other than colgate but under the umbrella of colgate pamolive. Focusing towards the rural rich and consuming class by endorsing the development of colgate ayurvedic tooth powder. They would come up with sachets of these tooth powder and position toward rural population who buy in small lots. For urban population, they would come up with products suiting young generation. For urban rich and consuming class, they would come up with products on the basis of functional benefits. They launch diferent toothbrushes for different age groups. They launch a special toothpaste and toothbrush for kids in the age group from 4-10 years.

PRICE
Based on the competitors price. Charging higher premium which focussed on consuming and lower income classes. Pricing done on th basis of price points. Packaging would be customized on the basis of the price points.

PROMOTION
They positioning colgate dental white creme and toothpowder towards rural rich segment. For rural consuming class they endorsing cibaca toothpaste. Advertising through tv, media, print media. Fm radio or urban population & MW and SW radio for rural population Hoarding on national highways.

PLACE
They would try to increase product penetration to rural population. They would try to increase the wholesalers to smaller towns. They would track the distribution path so that they are covering all the village areas around the towns.