Marketing and Communication in a Digital World: A Case Study of Coca Cola

Marketing and
Communication in a digital
world

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of the company............................................................................................................3
Elements of marketing mix..........................................................................................................3
Positive and negative aspects of marketing mix..........................................................................4
Identifying the research elements................................................................................................5
Justification..................................................................................................................................6
Creating a detailed research plan.................................................................................................6
Implementation of research..........................................................................................................6
Strength and weakness of marketing plan...................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the process to promote any business products and services to their target
market or consumers so that they can be able to increase their sales. Marketing is one of the
important factor to be adopted by the company to make the people aware about their products
and services and can be able to increase their profitability in wider manner. There are many
types or ways of marketing where in today life where digital marketing is one of the most
usable marketing source adopted by many companies. In this type of marketing it promotes
the organization brand and service through digital communication which involves social
media, emails, web-based advertising and such more.
The aim of the report is to illustrate the chosen product “Coca Cola” different
elements such as marketing mix of first launched of the product, will conduct a marketing
research and create a detailed marketing research plan to develop the marketing campaign in
a digital world at successful level (Štofová and Kopčáková, 2020). Also, it includes the
presentation part where the planned product will be relaunched by making a definite
marketing plan and strategy which will ensure the product or company growth at successful
level.
MAIN BODY
Overview of the company
The origin of the product Coco Cola has been done by Dr. John Pemberton on May 8,
1886. The Coco Cola product is a refreshment drink or beverage for the people. Coco Cola
company was launched in 1885 April where they reformulated the product name as “ New
Coke”. This product is the world's most recognized and famous brand which people like to
purchase for their refreshments. Here, performing the seven elements of the marketing mix
which will create a better understanding about the first launched New Coke product.
Elements of marketing mix
Marketing mix is a set of marketing tools which help the company to know and
understand about their brand and services in the target market areas. Here, mentioning the 7ps of
the marketing mix of the Coco Cola brand (Singaram, Ramasubramani and et.al., 2019.).
Price: Price is the value a person pays in exchange for the product. The New Coke product has
unique pricing structure where they keep their prices higher in summer season and reduces in
winter season to maintain the profit and sales.