This report discusses the marketing mix, market research, and marketing campaign for new coke product by Coca Cola. It covers the elements of marketing mix, suitable market research methods, and marketing research plan. The report also provides insights on digital marketing strategies and methods.
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MARKETING & COMMUNICATIONS IN A DIGITAL WORLD
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TABLE OF CONTENT INTRODUCTION...........................................................................................................................3 MAIN BODY..................................................................................................................................3 Marketing mix for new coke product..........................................................................................3 Market research for product relaunch of coca cola.....................................................................5 Marketing research plan..............................................................................................................6 CONCLUSION................................................................................................................................7 REFERENCE..................................................................................................................................8
INTRODUCTION Marketing refer as the activity which is used to promote the product and services of organisation, it is done to drive the maximum revenues for business. communication in digital world can only be done by the effective marketing platform which offers by digital platform. It provides the better communication way from where the organisation can easily advertise their item without making huge investment (Marshall, 2019). Coca cola a carbonated soft drink which is developed by company, and have unique presence across the world in beverages industry. This report will illustrate the marketing of ‘new coke’ product by coca cola, it covers the marketing mix for the product which also involves the positive and negative aspect of marketing mix element. Further move it also carries out the marketing research and detailed marketing research plan along with the development of marketing campaign. MAIN BODY Marketing mix for new coke product It is referring as the set of rules, tactics and strategies which the organisation used in order to promote their brand item in their chosen market field. It involves its elements which are as follows: Product:Product is the umbrella term which is up to the organisation to design it wisely in order to maximise its sale. It should be unique and attractive so that customer will buy it, it is the organisational responsibility to provide the qualitative product to consumer. New coke is the new product for coca cola, company need to ensure that their product have quality which mesmerised the customer preference (Zherdetska and et.al 2021). For the positive effect, it is essential to put
the product in front of consumers, it will give good hike to new coke product. While negative impact can be as if the other firm also have the kind of same product then it will be difficult for the new coke product to gain the consumer attention. Price:Price is something which is paid by the consumer against their buying of any commodity. It is important to come up with proper pricing strategy to increase the customer base for product. For ‘new coke’ product it is important for coca cola to set the specific pricing which looks affordable to the customer. As positive impact of price at first launch as if it is design suitably then helps in developing customer base it is suggested to set affordable price for new coke at first. Negative impact can be if it the price for new product set to be higher then in such it decreases the marketing effectiveness. Promotion:It is the main activity to promote the item through different medium to catch the eyes of consumer. For New coke product firm can proceed to use the social media platform as it is cost and time convenient, they can also hire the influencer for the advertisement of product and to also sell product on stores. Positive impact can be to use social media ca increase the product awareness of new coke and negative can be if it is not done properly then no consumer will buys the product. Physical evidence:It involves the approaches which the consumer interact with it, can be a unique packaging. Coca cola always come up with unique packaging, thus for the new coke company can proceed to design it well and unique which aims to target customers. As for positive aspect coca cola can begin to provide better and affordable services so it will look appealing to consumer (Warrink, 2018). Negative can be if the things are not at right place such as not unique packaging can damage the brand image. Process:It is the internal process which is used for developing the products, it involves the strategic marketing analysis, marketing control and plan. For new coke it is essential for firm to involve the marketing implementation to include qualitative properties in product. Positive impact can be to manufacture the product with the help of skill full employees which complete the project within a time frame and budget. Negative aspect can be if team is not determined then the result can be worse. People:People are those who directly or indirectly involves in the business, as the product and services tends to develop and consumed at same moment. Thus for the New coke it is important to have knowledgeable staff which interact with the customer to provide every detail of new
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coke product. Thus positive impact can be to develop good customer relationship with better services and negative can lead to poor customer experience. Market research for product relaunch of coca cola Market research is the essential method for identifying the viability of the new product and services with the research that is directly conducted with the potential customers. It is important for the Coca cola company to give importance to the market research which will help them in relaunching their New coke product in front of large audience. For launching the product research key requirements are to know the market it will help the coca cola company to know their competitors so that they can easily prepare the strategy to implement on it to make a successful launch. Other requirement is to know target consumer and to devise the value propositionwhichhelpsin makingdecisionregardingproduct. Thustheseare theprior requirement for market research (Halunko,Kurkova and Oksin,2018). For the new coke product launch most probably the problem can be lack of collaboration among the team members, as for the project manager of the New coke need to involve every member in development phase it will help in delivering valuable product. Some research methods are as follows: Open ended questionnaire: For the new coke product company can proceed to conduct survey to ask the public about what they think of new coke as a beverage product, it will help them in constructing project report so that they can easily aim particular segment for launching the new product. This is the suitable approach so that company can easily proceed with preparing their implementation strategy. Social media listening: Social media users also offer the wide range of the offers about the different topics which can the firm can use it to design their products accordingly. With this social media listening market researcher of coca cola can easily understand what consumers are demanding, thus it will help the company for suitably marketing their new coke product. Other research methods which are not suitable are focus group as it is more expensive and in this participants are not able to easily share their opinion, also arrangement of such can cost more. Another method can be descriptive method as it only answer to what question it does not
explain the answer for why and how thus it is not appropriate for finding the reason and effect relationship. Thus coca cola company can proceed to know their market and to follow the survey research method. Marketing research plan Research plan lay out with the careful actions taken by the marketing team for the new product the marketing research plan are as follows: Conduct the comprehensive condition analysis: In this situation analysis coco cola can proceed to know their competition in the market or to identify their internal or external problem so that they can make plan for improvement. It will help them in their product launch. Clear the market objectives: Coco cola firm required to set the desired objectives with the realistic and also attainable goals, it will help the new coke project team to know the timeline for delivery and to know the target audience (Tikhonov and et.al 2020). Develop a financial plan: It is most important step in marketing plan as it enables the coco cola to answer the question which are critical elements to their business, with this they can easily know the operating expenses for new coke product. Know the target audience: Once the company know whom they are competing with next approach is to determine the customer segment. Thus with this coco cola can easily know their target audience to deliver their new product and services. Outline the Research methods: It is most important aspect to begin with the researching journey, as for the coco cola they can proceed to use the open ended survey question with the customer in market and also from social media listening, they will be able to design or delivers the product accordingly. Marketing campaign in digital world: For the marketing campaign it is important to begin with proper budget, for the new coke product company can go with the unique tagline so it attracts the consume towards it. Company can proceed to hire the influencers from social media which is good marketing, they can also
take move to provide the sustainable packaging for new coke which can be reuse again as it helps in developing customer base for it (Baturina and et.al 2019). Strength of the research and findings as customer reviews helps in determining the better position for product, weakness can be lack of team understanding as to provide better work place environment will make the coca cola to accomplish their goals and objectives. CONCLUSION From the above report it is concluded that marketing is the essential tool which provides the opportunities to the business to grow their shares. Following report have illustrated the marketing mix element for company, it also discusses the market research methods and their suitability, it lastly concludes with the market research plan.
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REFERENCE Books and journals Baturina, O.E. and et.al 2019. Development of the university image positioning methods in the context of its marketing strategy. Halunko, V., Kurkova, K. and Oksin, V., 2018. Methods of assessing the efficiency of Internet Marketing communications.Baltic Journal of Economic Studies.4(4). pp.76-86. Marshall,J.B.,2019.TheViabilityofOnlinePersonalTraining:BusinessPlan(Doctoral dissertation, Kalamazoo, Mich.: Kalamazoo College.). Tikhonov,G.V.andet.al2020.Marketingasaneffectivecontrolofprogressive innovations.TEM Journal.9(3). p.1094. Warrink, D., 2018. The marketing mix in a marketing 3.0 context.International Journal of innovation and economic development.4(4). pp.7-11. Zherdetska, L. and et.al 2021. Digital banking in the marketing mix and human resource management:improvingtheapproachtotheassessmentasaninnovative component.Laplage em Revista.7(3A). pp.111-119.