Assessment of Marketing Mix Strategies of the Hawassa Millennium Pepsi-Cola Plant

Busheto Belayneh


The study deals with assessment of marketing mix of the MOHA soft drinks industry share company in Hawassa millennium Pepsi-Cola plant. Both primary and secondary data have been employed. Primary data obtained through interview and questionnaires, distributed to marketing managers and employees/staffs/ of the marketing department. The findings showed that the factory provides five types of products namely Pepsi Cola, Mirinda Orange, 7-Up, Mirinda Tonic, and Mirinda Apple. The plant has no any written pricing policy as a result the prices of the products are depends on different factors like; transportation charges, Competitors’ costs, Economic factors, Gross profit costs, Overhead costs, Net profit, direct costs. The findings also shows that Hawassa millennium Pepsi-cola plant promotes its products by means of erecting artistic notice board in towns, at main public squares, sight-catching places, major outlets and inlets, public service stations and on vehicles and contributing to popular events by means of sponsoring various exhibitions etc. The recommendation made was to alleviate the problems in the distribution of the products (to fill the gap between the imbalances of demand and supply requirements), the factory must choose distributors that reach its customers most effectively and other intermediaries that add value to the distributive process. The factory has to do more to expand its local market coverage and increase its market share by selling the products even in rural areas.

Keywords: Marketing, Mix Strategy, Hawasa Millenium, Pepsi-Coca Plant

DOI: 10.7176/JMCR/52-01

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