Big Fizz Co., a manufacturer of cola-flavored drinks, wants to add packaged fruit juices to its existing product line. Big Fizz needs to make some decisions regarding packaging and branding of the fruit juices. These decisions would fall under which variable of the marketing mix?

Question

Quizplus · Accepted Answer

The variable of the marketing mix that deals with decisions regarding the product itself, including packaging and branding, is product. The other variables are place (distribution), promotion (advertising and other methods to promote the product), price (setting the price for the product), and personal selling (salesperson interactions with customers). Since Big Fizz is making decisions about packaging and branding for the new fruit juices, the relevant variable would be product.