Analysis Of The Soft Drink Industry

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The soft-drinks industry is currently facing several challenges. According to Murray (2006), the industry is no longer expanding and its market share is actually decreasing as more and more consumers change to healthier substitutes, in addition to the fact that market is also saturated with competitors. Therefore, in order to remain relevant, soft drink companies have to continually introduce new products, so that they can align with the market trends. In addition, having a diverse product line will make the company stable, which is appealing to investors and creditors.
Market trends for the soft drink industry can be summarized by the following major themes which include; a shift towards health-oriented wellness drinks by consumers; a continually …show more content…

The 4Ps is one way – probably the best-known way – of defining the marketing mix, and was first expressed in 1960 by McCarthy (Mind Tools, 2014). The four P’s are the four key elements which the marketers of new products must take into consideration when setting out to design a successful marketing plan. According to the Chartered Institute of Marketing, ‘Marketing Mix’ is a term used to describe the combination of tactics used by a business to achieve its objectives by marketing its products or services effectively to a particular target customer group. (Chartered Institute of Marketing, …show more content…

These are PepsiCo and Coca cola and they compete vigorously with each other. PepsiCo’s marketing mix has evolved over time, driven by the effects of mergers and acquisitions. The company’s 4Ps is a combination of strategies and tactics that the firm uses to implement its marketing plan. In cognizance of this, the company employs various strategies and tactics based on its array of products and brands. It also considers the differences among markets that require variations in the approaches it uses in its marketing mix. However, despite these variations, PepsiCo’s marketing mix has a number of general characteristics that define the company’s general corporate approaches to its marketing plan implementation. PepsiCo remains effective and globally successful in this aspect. PepsiCo’s pricing approaches involves a market-oriented pricing strategy and a hybrid everyday value pricing strategy (Young,

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