01

The Marketing
Mix (4Ps)

Prepared by:
MO-88 group
Durdona Bakhodirova
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DISCUSSION POINTS

01 Definition of Marketing

02 4 Ps of Marketing

03 4 Ps & 4Cs of Marketing Mix

04 The Marketing Mix of Coca Cola

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What is Marketing?
Marketing refers to activities a company
undertakes to promote the buying or selling of a
product or service.
Marketing includes advertising, selling, and
delivering products to consumers or other
businesses.
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What is Marketing Mix?

A marketing mix is the set of marketing tools
that a business uses to sell products or services
to its target customers.
• Product
• Price
• Place

MA RK E T I N G PL A N 2 020
• Promotion
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Product
A product is any item or service sold to serve a
customer's need or want. A product can be tangible in the
form of any finished good or intangible in the form of
any service.
• Variety
• Quality
• Design
• Features
• Brand name
• Packaging
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Price
Price refers to the value that is put for a product. Pricing is
primarily based on consumers' perceived quality or value,
which is known as value-based pricing.
• List price
• Discounts
• Allowances
• Payment period
• Credit terms
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Place
Place in marketing mix refers to the geographical
location in which the company sells its products and
provides its services.
• Locations
• Transportation
• Coverage
• Channels
• Assortments
• Inventory
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Promotion
Promotion in the marketing mix refers to the
communication that aims at promoting a product, activity,
or a brand among the target customers.

• Advertising
• Sales promotion
• Public relations
• Personal selling
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4Ps and 4Cs of

Marketing Mix
4Ps 4Cs
Seller's view Buyer's view
• Product • Customer solution
• Price • Customer cost
• Place • Convenience
• Promotion • Communication
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4Ps of The Coca Cola Company

Product Place
Coca Cola, Fanta, Sprite, Available in 200 countries
Coca Cola Zero, Diet Coke, Authorized bottling partners
Powerade, Minute Maid, Can be found almost
Fuze Tea, Costa Coffee, everywhere
Georgia

Price Promotion
Discrimination pricing Advertising and Branding
TV, Internet, Social Media
channels, Newspapers
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REFERENCES
• https://www.coca-colacompany.com/brands
• https://iide.co/case-studies/marketing-mix-of-coca-cola/
• https://howandwhat.net/marketing-mix-coca-cola-coca-cola-
marketing-mix/#:~:text=It%20analyses%20the%204Ps
%20(Product,explains%20its%20business%20%26%20marketing
%20strategies.
• https://www.mbaskool.com/marketing-mix/products/16786-coca-
cola.html
• https://economictimes.indiatimes.com/definition/marketing-mix
• https://www.investopedia.com/terms/m/marketing-mix.asp
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Thanks for the attention!