Jinan Pepsi-cola's Carbonated Drinks Market Exclusive Model

The marketing economy develops rapidly, more and more companies feel that they lack of marketing resources when they face the tough market competition. Most companies waste most of their marketing resources because they couldn't lead and use the key factors in marketing completely. Jinan Pepsi Cola is facing such a problem in its Carbonated Soft Drink (CSD) market.This thesis firstly introduces the background of Pepsi Cola, Jinan Company. Then it follows some marketing problems, e.g. some factors of marketing can't balance each other, or some factors can't be perfect themselves, etc. The theory evidence of researching on the CSD market of the JiNan Pepsi Company through the method of marketing "mutex model" is also presented. This method is based in 4Cs, and analyzes the market from customer and company. The separate marketing policies are made out after the trade competition, the consumer, the relation between supply and demand, the effecting factors, and the SWOT are analyzed as a whole, and the three brands--Pepsi, 7UP, Mirinda of the company are analyzed through the "mutex model" from the angles of both the attribute and the quantity. And finally, leads to different marketing strategy. It not only solves the marketing problem of individual brand, but also provides suggestions for the whole marketing development in the company from different aspects, such as products, price, channel and promotion, etc.Facing with the pressure of the competition, the cost, and the expenses and the development of the carbonic acid beverage trade, the respective brand strategy should be adopted. The marketing elements resources should be allocated reasonably until the minimum object of the consumer distance is actualized according to the strength and the weakness of the brand and the objective consumer, which could resolve the marketing questions that the company is facing.