Table of Contents Introduction................................................................................................................................3 Part One- Elements of the marketing mix..................................................................................4 Part Two- Identifying research requirements.............................................................................5 Part Three- Detailed research plan.............................................................................................6 Part Four – Presentation.............................................................................................................9 Conclusion................................................................................................................................18 References................................................................................................................................19 2
Introduction Business organizations need various functions to complete properly so that they can operate theiractivitiesverysmoothly.Businesseshavedifferentdepartmentslikeproduction, marketing, distribution, sales, finance, human resource, and so on. All the departments must be function properly to ensure the success of the business organization. Among all marketing department is one of the most significant parts by which a business organization connects with their customers and let the customers know about their products. This report will be going to discuss different aspects of marketing and its various function within a business organization. All the discussion is going to be based on Coca-Cola. Coca-Cola is one of the leading non-alcoholic beverage companies in the world. They started their journey as a syrup manufacturer organization in 1892. Now they are the biggest sweeten carbonated beverage manufacturer in the world. They also produce non-carbonated beverages for their customers. They have annual revenue of 40 billion USD. Their headquarter is in Atlanta, USA. This is the USA originated organization. They have employed around 90000 people of the world. The marketing unit of Coca-Cola is very efficient. This report will describe different marketing aspects of Coca-Cola. 3
Part One- Elements of the marketing mix New Coke was the first beverage prepared and marketed by Coca-Cola. It had created different controversies for which some customers even protested. Afterwards, Coca-Cola classic marketized by the company and it took the place of New Coke. Gradually, it had become one of the most popular soft drinks of the market and the best product of Coca-Cola. The production of new Coke has stopped just after 15 years of its starting. Now, Coca-Cola is relaunching their new Coke in honour of a series of Netflix called Stranger Things. For this, Coca-Cola had to take some steps to make that successful and ensure effective marketing. Product:Products are the key elements of a business organization. It is the core thing that is providedbythecompanyandreceivedbythecustomersinexchangeformoney (BARRACLOUGH, 2016). Coca-Cola operates their business in the beverage industry. There is various type of people with various preferences. Coca-Cola offers different soft drinks to those different types of customers such as Diet Coke for health concerned customers. Promotion:Business organizations let their customers or target customers know about their products with their promotional activities. Coca-Cola focused on different online marketing mediums such as social media, online marketplaces to advertise their products. Price:Price is the exchange amount of currency by which the ownership of a product can be transferred between two parties. Coca-Cola set their product’s price very reasonable so that all type of customers can easily get their products and maximum sales can be ensured. Place:Place is generally the area of firms where they conduct their business operations. The place is very significant for a business organization to reach the maximum number of audiences and transform them into their actual customers. People:People refersto the mostsignificantstakeholdersof thefirm or abusiness organization. Employees, managers, customers, and many other stakeholders are considered as people. Coca-Cola has over 90000 employees working for their organization (Blanchard, Zigarmi and Zigarmi, 2013). When they relaunched New Coke, they had a greater number of people to make that project successful. Process:Process can be identified as the entire process by which the customers can get the final product from the production department of a business organization. The process can 4
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control the sales proceedings by which Coca-Cola can ensure their maximum sales. Again, they don’t offer direct home delivery services which can slow down their business slightly. Physical Evidence:Physical evidence is the items with which customers interact directly and connect with the organization (Dewing, McCormack and Titchen, 2015). In the case of New Coke of Coca-Cola, customer relationship managers, products, distributors are the main physical evidence. Part Two- Identifying research requirements Coca-Cola had developed a new type of drink that can be preferred by a large number of people. This New Coke of Coca-Cola is a relaunch of their previous item. Initially, they started their business with this product and run their operations for 15 years depending on it. The relaunched program of this product will require tentative market research by which the company will be able to know about the state of the market and they will be able to predict that whether this product can give the success or not (Graetz, Smith, Rimmer and Lawrence, 2010). There are certain research requirements to conduct market research for this product of Coca-Cola. Those are given below- Primary Method:Primary information in marketing refers to a body of knowledge gleaned from the first-hand experience and learned from real-life circumstances by marketers. Continuousobservation,postalsurveys,telephoneinterviews,internetsurveys,test marketing, and other methods are employed. These are the most common ways to get first- hand market information. Marketers learn to conduct various online or telephone interviews to gain a basic understanding of consumer wants and desires to better comprehend the market situation for New Coke. With a few basic tasks and investigation, it is possible to get significant knowledge. Other methods, such as observation, can also be useful in acquiring importantdata (Hart and Uhr, 2017).People cherish novel features and better cameras in today's market, but there is also a significant need for mobile phones with excellent battery life. The marketers were able to gain an in-depth understanding of customers who are looking for mobile phones with excellent battery life by analysing several polls. Secondary sources: Secondary data is less reliable, but it is much easier to collect. Marketers obtain secondary information from a variety of current and publicly available sources, including media, articles, journals, magazines, and newspapers. These many sources of data can help the organisation get important knowledge to supplement its basic expertise and learn 5
new concepts. Gathering information from numerous sources is a better way to make secondary marketingresearch more reliable (Lee and Schaper, 2016).People age between 15- 35 are seeking new types of soft drinks for parting or celebrating occasions. New Coke can serve those needs or demands of those types of people and ensure greater sales for them. Part Three- Detailed research plan Planning research Method of ResearchMonth-1Month-2Month-3Month-4 Week 1st2nd3rd4t h 1st2nd3rd4th1st2n d 3rd4th1st2nd3rd4th Primary Research Online Interview Observation Online Survey Secondary Research Articles Newspaper Journals 6
ExecutionPlan Implement the plan Table 1: Gantt chart of Coca-Cola The Gantt chart provides a clear illustration that how things are going to work and in which week which task will be executed. The Gantt chart always helps to illustrate or make a clear plan for doing research. The Gantt chart of Coca-Cola also shows the market research plan for their new product. Implementing research Coca-Cola’s marketers were focused on acquiring primary data via an online interview, observation, and internet survey, as well as determining the right target customers to focus on. The marketers were able to gain a lot of insight into the market's needs thanks to the observation method, and analysing the surveys allowed them to conduct a thorough analysis of the target age group for their relaunchprogramme (Parés Franzi, Ospina and Subirats, 2014).According to secondary statistics, the product follows the current market trend of non- carbonatedsoftdrinksthatarealsohealth-conscious.Analysingjournals,books,and newspapers also provided valuable information. Uniting the whole information becomes crucial and complex for the marketers during the application process, and making vital decisions gets risky. This concept, according to certain studies, can be a profitable investment with a lot of potentials. While others are more concerned with democratic decisions and the firm's response. Criticising the research Although Coca-Cola had to face a very complicated marketing process, it can help the organization to achieve its goals and ensure greater profitability. If the customers compare the New Coke with other available products in the market they will be able to see the clear difference between those and their purchase decision will bein favour of Coca-Cola due to the effective marketing process (Levchenko, Lewis and Tesar, 2010).There might be some health issues and concerns, yet people are looking for some luxury beverage to celebrate their 7
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special moments at which Coca-Cola can make business. There are a lot of soft drinks available in the market, but the special marketing process can help Coca-Cola to ensure success. Findings: People can have New Coke for their special celebration as well as regular consumption. There are a lot of countries where hard drinks are prohibited and banned due to social and religious norms. Those can be the idle place for Coca-Cola to marketize their products and ensure a greater sale. According to the research, there are many markets available in the world where those things can be utilized to ensure the success of the relaunch program. All the findings are the conclusion of the different surveys, interviews, and other research methods. Recommendation: Relaunching products cannot meet the long-term success often. So, Coca- Cola must ensure greater marketing and promotional strategies by which they can ensure the success of this project. Allying with a very popular Netflix program Stranger Things can be a great initiative to ensure a better marketing strategy for this relaunch program. Besides, regular monetization is also required to ensure the necessary improvement and uphold the customer’s demand. 8
Part Four – Presentation 9
Introduction The core activity of marketing is to make the people or potential customers aware of a product so that when those customers think of purchasing any product from that genre, they consider that marketized brand. It is one of the most significant functions of the business organization that can directly impact the sales of the organization. Market segmentation 10
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Market segmentation is the process of breaking down a large group of people in the market into smaller groups based ontheir age, interests, educational backgrounds, personality traits, andbehaviour(Engel,FiorilloandCayley,2018).Thismarketsegmentationprocess comprises actions such as analysing the market, evaluating potentialcustomers, analysing sales, and differentiating customers and detecting consumer commonalities. In the case of Coca-Cola,thereareseveralmarketswheredifferenttypesofsoft drinksarehighly demanded instead of any type of hard drinks due to their social and religious norms. Besides, there is also a demand for soft drinks in societies where hard drinks are also legal. Mostly, the age between 15-30 prefers the soft drinks of Coca-Cola. There are several types of drinks available in the market such as soft drinks, hard drinks, fruit juice, and so on. Different types of drinks have different customer bases and the producer of those types of drinks have different target customers. Coca-Cola has to analyse the market according to those differences and target the proper group of customers so that they can ensure greater sales through their effective marketing (Van der Westhuyzen and Van der Merwe, 2017). Theyare highly dependent on different social and cultural believes to increase their sales and make their relaunch program successful. So, they must segment their market according to that and ensure greater customer transformation. They can ensure effective marketing for their relaunch program with different digital media. The entire world has become technology dependent. So, this is the greatest way to reach the maximum number of customers and ensure a significant number of sales for Coca-Cola and make their relaunch program successful. There are three major types of market segmentations which are geographic, demographic, and psychographic. Those are also discussed below- Geographic Segmentation: Market segmentation according to the different geographical location is known as geographic segmentation. Coca-Cola can divide market according to different countries. Demographic Segmentation: Market segmentation according to the different traits such as gender, age is known as demographic segmentation. Coca-Cola can divide market according to those traits. Psychographic Segmentation: Market segmentation according to the beliefs, values, lifestyle is known as psychographic segmentation. Coca-Cola can divide market according to different types of people. 11
Marketing mix Product: Coca-Cola is relaunching New Coke with a new format and packaging by which they will be able to attract more customers. They have also compared the previous production process with the current and make the necessary improvements. Price:Initially, New Coke was a premium drink. It was only affordable by the elite class of the society which narrowed the range of the market. During the relaunch program, the price of New Coke become very reasonable so that anyone can have it. Promotion:Promotion is the most vital point for the relaunch program by which the company will attract customers to the products and illustrate a clear difference of betterment with the previous version (Clow and Baack, 2015). Coca-Cola must do a very effective promotion to ensure the success of its relaunch program. Place:Coca-Cola must target the places like Bangladesh, India, Nepal where soft drinks are more popular than hard drinks. It will help them to element a specific type of competition from the market. People:There are several types of people associated with the Coca-Cola company. Their relaunching program will associate more stakeholders to their organization. As a result, they will be able to have a greater workforce for their organization which can help them to ensure success. 12
Process:The marketing process of Coca-Cola is completely dependent on the technological approach. There are several online mediums by which Coca-Cola has done their marketing process. Physical Evidence:Physical evidence of Coca-Cola is very lucrative. It can easily attract customers with its appearance. Besides, the theme of Stranger Things has added another positive vibe for the customers. Promotional mix and product life cycle Advertising: Advertising can help the organization to promote products through various media such as TV commercials, social media, offline advertisement and so on (O'Guinn, Allen and Semenik, 2015).Coca-Cola can advertise with modern technology and use globalization to ensure the maximum reach of their products which only can be ensured by the usage of technology. Public Relation:Public relation can refer to the process by which the organization can maintain a sound relationship with their customers as well as potential customers. Public relationscanbeimprovingwithdifferentpromotionalcampaignssuchasspecimen distribution. Direct Marketing:Direct marketing can be done with some marketing representative who will go door to door and advertise the products with a heavy discount to the customers. It will 13
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help the organization to grab a greater number of customers and the opportunity to interact with the customers directly and make them loyal. Discounting: Promotion with different offers such as 20% or 30% discount on the products or buy one get one offer can be found in this. These types of lucrative offers can attract customers easily and make them depend on the products. As a result, those customers become loyal to the brand. Product life cycle The product life cycle is a term of marketing that defines the starting period or the production phase of a product to the ending phase ofthat (Frey, 2011). Itcan be measure with the period of the product’s life. Coca-Cola started their New Coke in 1892 and it was completely replaced by their Coca-Cola classic in 1907. This represents the life span of New Coke’s earlier version which is 15 years. Marketing research along with its strengths and weaknesses will impact the marketing campaign Marketing is a function of business that does the market research, promotion, and ensures the sales of the products. Coca-Cola always tries to ensure a healthy and effective marketing strategy and promotional plans. It has both strengths and weaknesses which are given below- 14
Strengths:Ensure the implementation of the different marketing processes, theories,and concepts by which effective marketing can be done (Redmayne, Cooland, Wadsworth and Weeks, 2018).Proper application of those concepts can also increase the sales of Coca-Cola and make their relaunch project successful. It also helps to identify the customer demand, their needs and necessities by which they can further develop and improve their products and ensure customer satisfaction for a long time. Weaknesses:There are different complicated activities associated withthe process of effective marketing. Complexities can also make the entire marketing program fail (BOONE, 2020).Various miscommunications, mistakes, and unwanted risks might arise and cause the failure of the relaunch project. As a result, a financial crisis also might arise. 15
Conclusion Marketing is a very critical concept that can determine the success or failure of a business organization. It can assess the current market state, analyse the different situations and effectively execute the best probable steps to make a business organization successful. Any malfunction in this process can cause great failure to the organization. 16
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Conclusion Marketing undertakes various critical activities by which the organization can ensure the sales of their products and a stable position in the market. Sales are the prior requirement to sustain in a market which can only be ensured by an effective marketing process. Marketing can also increase sales and promote the brand. It can create a positive impact about the brand on the mentality of the customers and make them loyal for the long term. The marketing of an organization is significantly liable for its operations and achievement of goals. This report provides an illustration of different marketing aspects and their usage in terms of Coca-Cola. 17
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