The marketing mix refers to the tactical marketing tools, that a company uses to promote its brand or product to the market .
The marketing mix can be divided into four groups of variables commonly known as the four ‘P’s: – Price, Product, Promotion and Place. However, nowadays, the marketing mix increasingly includes several other Ps like People, process and physical evidence which is relevant for organizations which are focused on service provision. CCS products are well established products with a very wide product range.CCS considers building brand loyalty is serious because soft drinks are principally an impulse product and consumer’s emotions play a serious role in most customers’ choices to buy them. ‘Elephant House’ brand is one of the top 20 brands in Sri Lanka.
(super brand, 2015)