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COCA-COLA MARKETING CONCEPTS AND INTERNAL RELATIONS By Course Professor’s Name Institution Location of Institution Date Coca-Cola Marketing Concepts and Internal Relations Coca-Cola and Pepsi are the among the leading beverage companies around the world. The success of these companies is underscored in the strategy of the marketing mix in its activities. Both Coca-Cola and Pepsi apply marketing mix in diverse ways. According to Kotler and Armstrong (2013, p.51) product refers to goods as well as services that a company offers to its target market. For Coca-Cola, the company has an extensive product portfolio; notably, Coca-Cola has some of the most notable brands in the soft drinks market such as Coke, Fanta, and Sprite. Moreover, Coca-Cola has also invested meaningfully in product development; indeed, the introduction of products such as coke diet as well as coke zero is attributed to the product development processes. Pepsi, on the other hand, offers several products th...