MARKETING MIX FRAMEWORK ANALYSIS FOR PEPSI COLA AT MOHA SOFT DRINKS INDUSTRY

Abstract

Marketing mix is a set of controllable instruments to manage the marketing of a product or service. The components of such a mix could vary from business to business based on the peculiarity and specific nature of the business. Four Ps of marketing that comprises product, price, promotion, and place is the earliest marketing mix. Since its inception in the 1960s, this model has been applied in the management of the marketing of goods/services. Even if criticisms begun to spur in recent decades in the inability of the framework to handle new aspects of marketing, it still has a wider application particularly in the management of the marketing of manufactured goods. This study tried to analyze the marketing of Pepsi cola at Mohammed Hussein Ali Al Amoudi (MOHA) Soft Drinks Industry Share Company, within the framework of the 4ps of marketing. The study has followed a mixed approach, both quantitative and qualitative, in dealing with the issues that have been investigated. To this effect, primary as well as secondary sources of data have been used. Combination of instruments has been applied to gather information for the study. For instance, structured questionnaire has been used and customer survey conducted to generate quantifiable data for the study. Close to 200 samples were randomly selected and considered to this end. As to the generation of qualitative information, focus group discussion was conducted with selected members of the sales force of the company who have the knowledge and experience in marketing the product. The information collected was organized and analyzed using descriptive as well as explanatory method of data analysis. Based on the analysis, the application of the 4Ps in the overall marketing management of the company is well underway. However, there existed minor cases that need to be addressed in terms demand, availability and delivery of the product.