[01] Babasola Oluwatosin Leke, Pan African University, Institute for Basic Sciences, Technology and Innovation, Nairobi, Kenya. [02] Onoja Anthony, Pan African University, Institute for Basic Sciences, Technology and Innovation, Nairobi, Kenya.

Marketing strategies in the wake of the 21^st century is confronted with several challenges that even the giant Companies like Coca-Cola are keen at knowing the best market strategies that will boost its scope to survive competition from sister brands. This study aimed at evaluating the effects of 4pics market strategies in boosting sales of Coca-Cola products across the major depots. The results of the analysis showed Promotion mix, Brand mix, and Place mix met the assumptions of the model with a p-value of 0.334 which were not statistically significant thereby, meeting the conditions of independence and homogeneity of regression. The tables of analysis showed that the various sales at the three depots are significant with a p-value of 0.016 and squared partial Eta of 0.068 account for 1.6% chance that this result happened to random error alone. Also, the between subject effects for Place mix increased from 0.016 to 0.011 which signifies that when Promo and Brand mix are held constant in the model, the number of Coca-Cola soft drinks sold at each depot were significantly different. In conclusion, the company need to invest more on the three 3pics market strategies.

Market Strategies, ANOVA, ANCOVA, Coca-Cola, 4pics

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