Soft Drink Marketing Strategy

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Multimedia University of Kenya *

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Marketing

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Nov 24, 2024

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Running head: STRATEGIC MARKETING `1 Strategic Marketing Name of the student Institutional affiliation Date

STRATEGIC MARKETING 2 Vision, mission, and values for Red Bull Mission Statement Red Bull upholds and dedicates its standards, and at the same time retains the position it has in leadership standards in the drinks category while offering the customers super services in a profitable and highly efficient manner. It develops a culture that allows the employees to demonstrate better practices all the time, determined to develop and to coach the organization as the best employer. Vision statement Red bull in its 2020 vision, aims at working towards roadmap that will enable them to win together with other competitors in the bottling industry. They make sure that their today prepares for tomorrow by encouraging the employees through a high income. The company is also shifting the marketing strategies from the old model one that was not online to the use of social network sites (Lane & van Bergen, 2018). In this manner, marketing becomes easy as the world is around is changing with time. Market analysis is a constant thing that the company majors on to continue thriving the market and shapes the future of the company. Coca-cola The use of technology and competition in the market is becoming challenging for coca- cola company to continue making the profits it used to. Many things change and being flexible means the company advances and take the challenges as stepping stones to success. Coca-cola shapes the future swiftly to endure the changes and to sustain them in the unstable market.

STRATEGIC MARKETING 3 Mission The mission of Coca-cola is enduring. Enduring, means that the company sticks to the mission roadmap to the success of the company (Price, Carrington, Margheim, & Serrano, 2017). It identifies Pepsi regarding standard against which decisions and actions are weighed and the purpose of the company: Inspiring happiness and optimism moments Refreshing the world To make a difference and create value Vision The vision of the company acts as the system that guides and used as a roadmap for each step for the business to be successful. It describes the set targets that need to be achieved and is quality and sustainable growth (Price et al., 2017). Pepsi Co. The establishment of PepsiCo Inc. was through the combination of the Frito-Lay Inc. and Pepsi-Cola company in the year 1965. The business is the second largest in the beverage and food industry thus it ensures that the vision, mission, and value statements are in line with the position of the market. The mission and vision statements highlight the product diversification of the company as well as the market mix that boosts and sustains the company at the top.

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STRATEGIC MARKETING 4 Mission statement The mission statement for PepsiCo ensures that the produced products meet the demands in the market. The steps identified in the mission statement, give guidance to the actions that will lead to achieving the vision of the organization. The primary composition of the mission statement for Pepsi is Convince Affordability Fun, delicious and health products Consumers’ worldwide The vision statement The vision statement for PepsiCo stipulates the position and role that the company has when it comes to international market. The vision and the mission statement for corporate firm PepsiCo complement each member to focus on pushing the company to the top position in the global market. The vision of the company consists of: Sustainability Top financial performance Corporate social responsibility Comparison and contrasting of the three companies: Pepsi, Coca-Cola, and Red Bull

STRATEGIC MARKETING 5 In recent years, the three companies dealing with soft drinks are the giants in the market, and they helped in setting out the pace for other marketers. They dominate the market from the countries of production to the consumers around the world. For coca-cola launching the recent online storytelling the machine that narrates the story of the company. People around the world take this as the most creative inventions that will see the company hit the market with a boom. According to Polonsky (2017) the online publication storytelling machine is blowing to the rest of the bottlers such as Pepsi and Red Bull. Coke used this platform to market the nine of its products in the likes of sprite and the rest. The platform is an interaction between the company and the consumers. The customers can make claims or request for changes in the products. Coca-cola is lucky to have the funds to run the site and having a support team that provides various services to the clients and continuously updating the products list. The company has rich information that needs to reach out to the consumers and enhance the marketing of the product (Polonsky, 2017). For PepsiCo, it focuses on social media for marketing especially twitter and other social media sites to promote what is known as cultural relevance. Users can view what is going on live by streaming the contents in while others save online for future viewing. It offers a search option to the clients so that they can refer to the same in future. The pulse that the company uses is better than the one used for coca cola as the customers are engaging in the conversation with ease and more actively. The pictures, videos, and sounds improve the brand of the company very much. With this platform, it becomes cheaper to operate as few people are employed to handle the jobs.

STRATEGIC MARKETING 6 Positioned at number 8 in 2011, red bull is earning a big share in the market and as an energy drink company; the sales are surpassing the other contenders Pepsi or Coca-Cola Company (Polonsky, 2017). Unlike the Pepsi, red bull uses the music and sports to market its products in the market. The time taken by the red bull to gain the market niche did not take time compared to the competitors. Social media set up the company to achieve the market niche within a concise time.

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STRATEGIC MARKETING 7 References Lane, R., & van Bergen, P. (2018). In the age of alternative facts, we need to teach our kids to uncover the truth. Geography Bulletin , 50 (2), 32. Polonsky, M. J. (2017). The role of corporate social marketing. Journal of Social Marketing , 7 (3), 268-279. Price, T. T., Carrington, A. C. S., Margheim, L., & Serrano, E. (2017). Teen Cuisine: Impacting Dietary Habits and Food Preparation Skills in Adolescents. Journal of nutrition education and behavior , 49 (2), 175-178.

Soft Drink Marketing Strategy

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