Marketing and Communications in a Digital World PDF

Marketing and Communications in a Digital World
1

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
their activities very smoothly. Businesses have different departments like production,
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
provided by the company and received by the customers in exchange for money
(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 refers to the most significant stakeholders of the firm or a business
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