Product Mix: Key to Winning the Cola War

Pepsi and Coca-Cola have stood the test of time through one of the strongest competition rivalries ever seen in the business world. Each time that one of these beverage giants makes an innovative move to conquer a new or existing beverage market, the other is quick to respond with even better innovations or products. Through the years, each of these companies have heralded fabulous discoveries and absolute flops as they continued their endless search for the right mix of products that might someday give them the largest market share in an ever-growing and ever-needed market. The results so far have been increased competitiveness and long product lines for both companies. In this essay, I …show more content…
However, simply adding the products will not guarantee their success. To capitalize on this opportunity, the responsible marketing department would first want analyze the markets to determine the scope of the product line they need and then determine the level of customization (differing levels of carbs?) that is appropriate for their market. Then they should develop the products and perform some test-marketing to fine tune the product, packaging, and placement before final commercial release of the product.7 With the product released or nearing-release the marketing department should finalize the target audience for any advertising campaigns or possible placement locations (sell it in health food stores, gyms, convenience stores, where?) so that they ensure their product is reaching its intended target market. Once the product is release the marketing department should continue to engage with customers through surveys, internet, Atkins consumer lists, etc. to ensure that the product is meeting their requirements and standards and also to see if there are further variations or innovations of the product that could be made. In this essay I have discussed how Pepsi or Coca-Cola could further develop some of their long-standing products and alter their product mix to meet a new society-induced demand, specifically the addition of a no-carbohydrate sports drink to fill the void created by the Atkins diet