Marketing

Group Project Assignment
Coke VS Pepsi

Table of Contents
Contribution to the group project 3
1. Introduction 4
2. A Brief History 4
3. Target Market 5
4. Product 6
5. Price 12
6. Place 17
7. Promotions 20
8. Ethical Marketing 23
9. Evaluation 24
Resources 29

Contribution to the group project

1. Introduction
Our project objectives are to understand how both The Coca Cola Company and Pepsi does their marketing in the aspects of the 4 Ps, Product, Place, Price and Promotion. At the same time we would evaluate their marketing strategies used by both companies.   The project helps us to identify how the companies provide and tailor towards their consumer’s wants and needs.
With the understanding the history of both companies, our group would be able to analyze and decipher the companies’ purposes of their marketing strategies when introducing products.   When we have a bigger picture of how the company market their products we would then be able to critic the advertisements and their marketing strategies.

2. A Brief History
Coke was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886. It was invented by John Pemberton, an Atlanta pharmacist. The first Coke bottles were then sold in 1894.
Pepsi was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903.
Pepsi is usually second to Coke in sales, but outsells Coca-Cola in some markets. Coke has since market itself and become the number one brand in the world.

3. Target Market
The marketing objectives determined, attention turns to the target market. The soft drink market is very large, and the business cannot be “all things to all people”, so it must choose which market segments have the greatest potential. The target market is the group of customers on whom the business focuses attention. The target market is where Coca Cola focuses its marketing efforts as it feels... [continues]

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