Marketing Mix Promotion Essay

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Marketing Mix: Promotion

Promotion strategies for CARBONATED SOFT DRINKS and AIRLINE FLIGHTS

Companies across all industries always seek to market and sell their products as much as possible. They always desire to have more shareholder value, more market share, and more profits. Companies have achieved these objectives through R&D, successful initiation and monitoring marketing strategies across various domains (Baines Fill & Page, 2013). In the business world, for firms to attain such objectives, efficient and effective marketing strategies must be implemented to compete with rivals in the industry. This paper has focused on analyzing Promotion strategies for carbonated soft drinks and airline flights. The paper will refer to various companies in the respective industries.

Promotional and other marketing mix strategies are crucial aspects in the business field. Researchers have defined marketing as the social process that companies use to acquire what they want through producing and exchanging items or services with others. Marketing mix is composed of price, product, promotion, and place. The price of a product is the main determinant of the volume of sales and value of the product sold (Smith & Taylor, 2009). In addition, consumer demands and satisfaction is achieved through getting value for their money, which is hard earned. Place is the second element of the marketing mix. It revolves around methods of storing goods and systems of distribution (Baines Fill & Page, 2013). Companies must ensure goods are always available to customers at all times whenever they want them. A suitable distribution mechanism ensures customers get the right products, at the right time and that products are at the right place. The choice for a distribution method varies as some companies find it convenient to distribute items directly to wholesalers. Then, wholesalers tend to sell the items to retailers who take the items to the end users.

Promotion is among the vital components of a marketing mix. It refers to the process of a company communicating with customers and potential customers.

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While communicating with customers and potential customers, a business creates awareness about its offerings and provides vital information. This information will assist the customers make informed decisions buy the product or service. An effective promotion will increase sales in order for advertising costs to be spread across the entire output (Baines Fill & Page, 2013). Often, increased promotional activities reflect a response to an issue like a competitive activity. It enables a business to create and build a succession of messages, which might be cost effective.

The success of any business is based on the product, which is the final component of any marketing mix. Promotion, price, place, and the entire business cannot exist in the absence of a product. Product is described as something offered to the market to satisfy a need or want. It is the basic and vital ingredient of any marketing mix. It includes everything tangible and intangible offered by a company in exchange for money (Smith & Taylor, 2009). In this case, Pepsi Inc. was established in 1965 through the merger of Frito-Lay and Pepsi-Cola (Smith & Taylor, 2009).

Currently, the company is among the leading manufacturers in the beverage, snacks and food industry. Pepsi is multinational companies using the concept of the marketing mix in maintaining and acquiring new markets to stay ahead of its rivals Coca Cola and Kraft Foods. The company produces a line of several brands including teas, Pepsi, Tropicana, 7Up, Lipton Teas, Quaker Foods, Pepsi Max, and Mirinda among many more. The company packages these products differently including 600ml, 300ml, 1 litre, 2 liters and 375ml (Wensveen, 2011).

Pepsi is among the well-known trademarks across the globe with almost all countries being able to recognize its products. The brand has stood the dynamics of the global marketplace….....

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