Promotion Mix
Personal Selling
Pepsi Coca-Cola
Pepsi use pull strategy for selling the Has many salespeople, who are
product. In every occasion Pepsi individuals representing the company
brings special offers. to communicate, sell, service, and
Like, they reduce the price; give extra build relationships with customers.
quantity of drinks in the same price. These salespeople promote their
product to different customers within
their regions, and once they sustain a
customer, they sell their products to
them and service them many times per
week.
These individuals form close
relationships with the customers in
order to continue business with them.
Thus though minimum, the company
also thus have many sales people for
personal selling.
Advertising
Pepsi Coca-Cola
For advertising, it used printed and As a part of ‘pull strategy’ and also
electronic media. due to intense competition spends
Every newspaper and magazine heavily on advertisements.
carries Pepsi advertisements that make Concept of aggressive advertising to
the people interested toward it. promote products used
Advertisement of Pepsi are eye Important tool to cater to mass
catching and attractive. markets
Through advertising it informs the Mainly does national advertising
consumer about new brands and Introduce different themes and
flavors. Pepsi designs their concepts to sell their product
advertisement campaign focusing on Advertises mainly in electronic media
the target markets. and out of home advertising
They research for the need of people Advertisements build brand image and
before make the ads. create awareness
Use big names of Indian film industry
as the brand ambassadors of the
Company
Created memorable and catchy slogan
since years
E.g. Thanda Matlab Cola-Cola, Jo
chaho ho jae Cola-Cola enjoy, Coca-
Cola-Piyo sir utha ke, Brrrrrrr!!!
Direct Marketing
Pepsi Coca-Cola
Pepsi uses its direct marketing to Uses direct marketing in many ways
distribute their product through It partners with various restaurants,
PIZZA HUT, KFC etc. movie theatres, etc. to carry its
More than that, they use ecommerce product
Such as “Refreshment Services So when a customer orders a drink,
Pepsi.com” to market the product. the only brand they are offered is
Coca-Cola, which forces them to
consume that brand itself
Thus Coke forces out the competitors,
and keeps the restaurants, or other
businesses, purchasing their product
over and over again
Eg. Mc Donalds, Dominos
Sales Promotion
Pepsi Coca-Cola
Pepsi has used a variety of sales A sales promotion is an activity that is
promotions over the years. They have implemented to boost the sales of a
used celebrity. product or service temporarily.
It allows price discounts and
allowances to distributors and retailers
in order to push more products into
the market. It employs both push
strategy through promotions and pull
strategy through advertisements and
campaigns.
Coca-Cola does sales promotion in
two ways to quickly increase sales.
Consumer - Oriented sales
promotion:
Getting Shelves
Eye Catching Position
Under The Crown Scheme
Trade - Oriented sales promotion:
Discounts to retailers and stores
Return back allowances
Merchandising assets
Free goods or free tours
Public Relations
Pepsi Coca-Cola
Pepsi is the first product to respond to Public relations is defined as “the
consumer preference with lightweight, management function which evaluates
recyclable, plastic bottles. public attitudes, identifies the policies
In addition, different approaches of and procedures of an individual and
promotional campaigns such as press organization with public interest, and
releases have been imposed so as to executes a program of action to earn
make the product more appealing to public understanding and
the target market and to make these acceptance”.
product marketable. Coca-Cola can address law suits,
rumors, stories, new products, and
activities.
There is also a section of the website
devoted to investors.
Here, current, or future, investors can
access financial statements and up-
tothe- minute stock information.
The Coca-Cola India is also
undertaking some projects as a part of
their social cause and part of the
corporate social responsibility. The
support my school campaign along
with NDTV has Sachin Tendulkaras
the brand ambassador.
The project Unnati focuses on more
yield of mangoes to farmers.
Coca Cola also Sponsors events in
cricket and music
Publicity
Pepsi Coca-Cola
For publicity Pepsi use social media Publicity refers to non-personal
such as Face Book. communications regarding an
Not only has that Pepsi used YouTube organization, product, service or idea
to promote its product. not directly paid or run under
It drives public attention toward the identified sponsorship.
product. For instance, when Coke produces a
Pepsi also use brand ambassador and new product, and someone on their
sponsor cricket team and world cup lunch break purchases that new
for publicity. product, and enjoys it, they will tell
others in the office about how great
the new product is.
Today, the company can still use
word of mouth advantage.
This will cause others to purchase the
product, and in-turn increase sales
