Fenty, Peloton, and Coca-Cola Try Not to Mess It Up

Every brand goes through a phase. Some are still figuring things out. Some are building momentum. Others are doing everything they can to stay top of mind in a crowded market. The 4Ps (product, price, place, and promotion) are the tools brands use to meet people where they are and keep themselves relevant at each of these stages (Wheeler & Meyerson, 2024).

For this blog, I’m looking at three brands in different parts of their life cycle. Fenty Beauty is still new but making an impact, Peloton is growing and learning, and Coca-Cola is a long-established brand managing its maturity without losing what makes it iconic.

Fenty Beauty: Launching with Purpose

When Fenty Beauty launched, it came in strong with a message of inclusivity. Offering 40 foundation shades at launch was a clear product decision, but also a strong statement about what the brand stands for. It set the tone from day one (Time, 2017).

The product itself became the promotion. The wide range of shades generated immediate word-of-mouth, and Rihanna’s role as founder helped fuel visibility and credibility. Price was positioned to be accessible without feeling cheap. And place was strategic, focusing on high-traffic but curated retail like Sephora rather than spreading too thin. Every decision worked to increase consumer trust and build a brand that felt both thoughtful and necessary.

Peloton: Navigating Growth

Peloton became a household name during the pandemic, but the challenge has been maintaining that relevance now that life has shifted again. The company has broadened its product offering to include more than just a bike. It now sells a full lifestyle, with guided classes, scenic rides, and on-demand workouts.

Promotion has leaned into community. Peloton users often connect through shared routines and favorite instructors. The emotional buy-in has become part of the experience. Price started at the high end, but the company has shifted toward financing options and lower-cost models to stay competitive. And place remains largely direct-to-consumer, although they recently expanded to retailers like Costco to reach broader holiday shoppers (Associated Press, 2024).

Peloton’s growth has been about expanding its value while still keeping its early adopters engaged.

Coca-Cola: Staying Familiar

Coca-Cola does not need to introduce itself. It has been around long enough that the product is already woven into pop culture. Still, maturity doesn’t mean standing still. The brand continues to play with limited editions and seasonal products to keep things fresh (Shastri, 2025).

Price is managed carefully to stay competitive without undercutting value. You see small discounts and bundle pricing, but never in a way that damages the brand’s premium feel. Coca-Cola is everywhere (grocery stores, vending machines, restaurants) which means its place strategy is about consistency and accessibility.

Promotion is where Coca-Cola invests the most. It ties itself to big cultural moments like the holidays and major sporting events. The messaging focuses on emotions like joy and connection, reinforcing the idea that Coke is more than just a drink. It’s a shared experience.

Final Musings

Each brand uses the 4Ps differently based on where they are in their life cycle. Fenty is still in the building phase, using bold decisions to stand out. Peloton is adjusting to new expectations and expanding its reach. Coca-Cola is managing legacy while staying emotionally relevant.

The tools are the same. What changes is how brands use them to connect with their audience and define their place in the market.

References

Associated Press. (2024, November). Peloton plans to sell its deluxe stationary bike at Costco to reach holiday shoppers. AP News. https://apnews.com/article/3f372f05b7af411f63afb75b7718bc5e

Shastri, A. (2025, August 12). The complete marketing mix of Coca‑Cola – 4Ps with full explanation. IIDE. https://iide.co/case-studies/marketing-mix-of-coca-cola/

Time. (2017, November 16). Rihanna on building a beauty empire: ‘I’m going to push the boundaries in this Industry’. Time. https://time.com/5026366/rihanna-fenty-beauty-best-inventions-2017/

Wheeler, A., & Meyerson, R. (2024). Designing brand identity: A comprehensive guide to the world of brands and branding (6th ed.). John Wiley & Sons.