7UP Marketing Mix (4Ps) Strategy

Published by MBA Skool Team, Last Updated: April 19, 2020

Marketing Mix of 7UP analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the 7UP marketing strategy. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped the brand grow.

Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. This article elaborates the product, pricing, advertising & distribution strategies used by 7UP.

Let us start the 7UP Marketing Mix & Strategy:

7UP Product Strategy:

The product strategy and mix in 7UP marketing strategy can be explained as follows:

7UP is a popular soft drink based on lemon & lime flavour. PepsiCo has made extensive market research before launching Lemon water drink segment. As the presence of Limca was there. The product got huge publicity because of its flavour and market requirement. 7UP is made of natural lemons and flavours of lime resulting in freshness drinks. 7Up product come in different sizes with requirements which change the demand in the market. But even it was famous, slowly with time the 7Up didn’t change its product content with time just like diet drinks. 7UP couldn’t cover the diet market whose demand come into the market with time.


Image: flickr.com/photos/jeepersmedia/


7UP Price/Pricing Strategy:

Below is the pricing strategy in 7UP marketing strategy:

Considering tough competition in the soft drinks market over the globe the 7UP prices are competitive. As Limca as the tough competitor in the Indian as well as global market, the prices are kept on the marginal level. The pricing strategy in the marketing mix of 7UP is affordable also it is cheap compared to the cost of carbonated drinks. But on the global scale, there was the different demand for soft drinks. The beverages market demanded nutritional drinks with time which 7UP couldn’t deliver. Hence in mid time, 7UP fluctuate its prices expecting more demands from the market. The manufacturing locations, supply chain management, distribution and variable cost is maintained for competitive pricing. 7UP is directly competing with local and branded players in the market hence its price strategy also impact local/regional players.


7UP Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read 7UP SWOT Analysis, STP & Competitors

7UP Place & Distribution Strategy:

Following is the distribution strategy of 7UP:

The 7UP has already got the huge advantage of PepsiCo’s brand value and its infrastructure. Although it all new segment but PepsiCo already found the potential market so there was no need create the new market for this product. The brand reach of PepsiCo is high which help 7Up to reach to mass. The 7UP got stronger supply chain network due to PepsiCo’s supply chain management. Supplier and retailers had strong brand value for 7UP which help 7UP to got more reach to market.

In the urban and rural market as well, 7UP is in demand.


7UP Promotion & Advertising Strategy:

The promotional and advertising strategy in the 7UP marketing strategy is as follows:

7UP has extensively focused on its branding and marketing as well. As the category of this product was different hence strategy was to establish (Position) the product in the market. Advertisement on popular TV channels, radio, magazines, newspapers, other print media channels is among important promotional plans of 7UP. 7UP also have high digital marketing footprint over different social media platforms like Twitter and Facebook for better customer reach and customer services as well. Target customers of 7UP are youngsters but the brand has also focused on other age group audience hence 7UP has focused to sponsor the different events like cricket/basketball tournament which enthusiases youngsters. Hence this completes the marketing mix of 7UP.


About 7UP:

PepsiCo Product, 7UP drink of natural lemon and lime flavour is part of the brand since 1929.After coming to India in 1992, the drink has gained popularity in India among youngsters. The 7UP drink has tough competition from Limca of Coca-Cola. With the market share of more than 25% 7Up has continuously changed its marketing and operational strategies. 7UP is marketed as the healthier drink than other soft drinks in the market as it contains natural ingredients. In India, Lemon water is among most famous drinks in India. PepsiCo and Coca-Cole have history to design its products according to customer sentiments and requirements. From packaging to marketing, 7UP strategy totally focuses on the refreshment type healthy drink.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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