| 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. |
