Marketing and Communication in a Digital World - Desklib

This report by Desklib discusses the importance of marketing in an organization, with a focus on market segmentation, identification of target audience, marketing mix, and promotional mix in the digital world. It also covers the strengths and weaknesses that impact the marketing campaign for the relaunch of a product.

MARKETING AND
COMMUNICATION IN
A DIGITAL WORLD

TABLE OF CONTENTS
INTRODUCTION
MAIN BODY
Identifying the target audience and market segmentation
Marketing Mix and its impacts on the product
Promotional mix for a marketing campaign in digital world
Project lifecycle
Strengths and weaknesses will impact on your marketing campaign for the
relaunch
CONCLUSION
REFERENCES

INTRODUCTION
• Marketing is the practise utilized by the company to advertise and promote their products and
services to the consumers from which they can be able to increase their sales.
• The chosen organization named Coco Cola has planned a product relaunched “New coke” to
make their company and product sales successful.
• The report will include the marketing mix elements and its positive and negative impacts,
the market segmentation of the company, promotional mix elements in today digital era and
perform the strength and weakness of the marketing campaign for the relaunch of the
product.

Identifying the target audience and market
segmentation
• The term marketing segmentation refers that a process or practise of segmenting the
target audience into a form of group on the basis of different areas such as
demographics, geographical, behavioural and psychographic.
• The company has been originated in the country US and spread over their product
globally.
• The company has segmented their market in a geographical area from which they
can be ale to attract the consumer of different places.
• The company mostly focus on their network chain distribution area from which they
can be able to expand their brand in rural and urban areas widely.

Marketing Mix and its impacts on the product
• Marketing mix is a kind of framework or model which helps the company to
identify and evaluate their brand effectively and can be able to sale them into
the target market. There are mainly four types of elements which has impact
the product positively and negatively as well.
• Product: The product is something which a company sell to their target
customer in exchange for the economy. The company Coco Cola has
manufacture the different types of products in wide manner from which they
can be able to stable the brand growth and development. The wide range of
production is the strength for the company where the shortage pf the product
cannot takes place.

Promotional mix for a marketing campaign in
digital world
• Promotional marketing mix is a combination of marketing methods such as
advertisements and direct marketing. There are mainly four kind of promotional mix:
• Advertisement: Companies promotes their product and services to aware the maximum
amount of people about the product which includes the resources such as radio,
newspapers and magazines.
• Direct Marketing: This marketing is a kind of personal approach to the customers
through sources like calls or mails.
• Public relations: This type of advertisement includes company services and image to the
people vie news conferences.
• Sales promotion: Sales promotion requires a short investment to motivate the people to
buy the product such as games and contest where people will participate and can win.

Project lifecycle
• Introduction: The company Coco cola has not been able to
increase sales where in first year they only sell the 9 products in
a single day.
• Growth: At the growth stage, the company has lower their
pricing structure for the better growth of the company and
product.
• Maturity: At this stage, the company has not getting high
success and getting lower in the market. the Coco cola company
has started partially declining due to rise of competition.
• Decline: Coco cola company declines as customer demands
change in taste.

STRENGTHS AND WEAKNESSES WILL IMPACT ON YOUR
MARKETING CAMPAIGN FOR THE RELAUNCH
• The company coco Cola has been impacted negatively due to its weakness where they have to modify and
change their promotional strategy and requires to adopt the new marketing or promotional methods such as
digital marketing and social media marketing as in this current era this is the best way to spread the business
and products all over the target market and can obtain the success.

CONCLUSION
• The report has concluded the importance of marketing in the mentioned organization where
it has included the market segmentation and identification of the target audience so that
they can be able to increase their sales and profitability.
• It has also included the marketing mix element and its impacts on the specific product
along with promotional mix and its appropriateness in digital world.
• At last, it has performed or explained the research strength and weakness which impacts the
marketing campaign.

REFERENCES
• Arab, N., 2018. Relationship between dimensions of Brand Equity and 4Ps of Marketing Mix-Place, Product,
Promotion, & Price: Coca Cola-Consumer Based Qualitative Survey.
• Baliun, О., Tomina, and et.al., 2021. Psychosemantic interpretation of media space video advertising for brands.
(Mcdonald’s, Coca-Cola, Nestlé, Roshen). Amazonia Investiga, 10(46), pp.259-272.
• Maamoun, A., 2020. Coca-Cola Brews a Hot Acquisition: Costa Coffee. SAGE Publications: SAGE Business
Cases Originals.
• Ochonogor, C.I. and Nwachukwu, F.G., 2019. Transnational Advertising of Coca Cola and the Adoption of Pop
Culture among Youths in South-South Region of Nigeria. AFRREV IJAH: An International Journal of Arts and
Humanities. 8(4), pp.28-43.
• Riegel, V. and Pellerano, J., 2020. Coke and the kids. In Decoding Coca-Cola. (pp. 198-206). Routledge.