Marketing & Communications in a Digital World

This study material from Desklib discusses the marketing mix elements of Coca Cola, methods of research for relaunching a product, and the effectiveness of marketing planning. It also covers market segmentation, suitability of Coca Cola's customers, and promotional mix elements.

MARKETING AND
COMMUNICATIONS IN A
DIGITAL WORLD

TABLE OF CONTENTS
TABLE OF CONTENTS..............................................................................................................2
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Part 1................................................................................................................................................3
Marketing Mix of Coca Cola......................................................................................................3
Part 2................................................................................................................................................4
Part 3................................................................................................................................................6
a. Planning for research...................................................................................................................6
Part 4................................................................................................................................................9
REFERENCES..............................................................................................................................21

INTRODUCTION
Marketing means a company’s activities to promote and advertise the products and\services. For
an effective marketing, the company should adopt the strategies and consider the factors of the
marketing. It helps the company in identifying the customer needs and demands, what is the
pricing strategy it should adopt, etc. Thus increasing the competitiveness of the product and
services in the market. For building the brand awareness the marketing is the important factor of
competitive advantage (Goyens, 2020).
The project will discuss the Marketing mix elements of the Coca Cola. The project will be
submitted in 4 parts, the first part will specify about the elements of marketing mix in context of
Coca Col and its positive and negative impact. The second part specifies the methods of
researches which can be used for relaunch of the product in the market. The third part will
acknowledge the Gantt chart theory on the basis of research.
The Fourth part will be represented by a presentation explaining about the element of marketing
and promotional mix. It emphasizes on the marketing campaign of the product and its impact on
the market.
MAIN BODY
Part 1
Marketing Mix of Coca Cola
Coca Cola is the leading company of beverages drink in India. Coca Cola used the
marketing mix strategy to become successful. It focused on 7Ps of marketing mix:
 Product Strategy: Coca-Cola manufactures & distributes about 500 brands it has one of
the most extensive product lines in the industry with 3,500 different drinks.The product
strategy has impacted the rand when it introduced 'New Coke'. The customers protested
against it, thus demanding for the same taste.
 Price Strategy: The prices set by the brand areas affordable that even the average
customer can afford it. It maintains it quality regardless of the prices.
The price strategy of Coca Cola is designed to encourage and retain the customer with the
brand. The products of coca cola are sold to the bulk purchasers at the low-cost as
compared to the individual purchasers (Moşteanu and Roxana, 2020). It maintained a

competitive pricing strategy to stay in line with the Pepsi and aviod the customers from
switching.
 Place Strategy: The coca cola has the more diversified distribution system. The average
sales of the coca cola $10 billion per day. The distribution network specifies that it used
the place strategy of marketing mix to capture the market share and earn revenue.
 Promotions and Advertising: Due to the increased competition among the beverage
industry, the company spent more on the advertising and promotion of the product.
For promoting, it used modern and traditional channels. In 2016, it launched Taste the of
India campaign for collaborating all its brands.
 People: Cocoa Cola focuses on the employees satisfaction and well-being, thus it
implemented many strategies for their empowerment. It established many rewards and
appraisals to motivate and retain the employees.
 Processes: Coca Cola has the most integrated and optimized supply Chain for its
sustainability and operations (Kim and Moon, 2021). It has variety of processes for all its
functions such as blending, labelling, packaging, etc.
 Physical evidence: the product’s of Coca Cola has such unique packaging and logo that
it is easily identifiable. The products are displayed by the retailer in their specific shelves
thus differentiating the product so that customers can easily find them.
Coca Cola has implemented all the strategies of marketing mix very effectively. The
price strategy helped in ensuring the price of the product affordable for all the customers. Due to
many competitors in the market, the company has to changes its prices consistently thus reducing
the quality of the product. The Coca Cola promoted and advertised it product through many
social websites, campaigns, it made it easier for the company to be easily recognized. The supply
chain management of the Coca cola is quite effective that it was easily accessible and a\available
to the customers.
Part 2
To conduct the market research for the product, there are two sources Primary and
secondary sources. The sources help in identifying the necessary changes a product required to,
make while relaunching. The primary sources of the research:

 Through Emails: it is the one of the best survey method, by connecting to the
customer’s directly through sending those questionnaires and ask their preferences
regarding the product (Idrysheva and et.al., 2019).
 Phone surveys: Telephonic interviews or survey are costing and efforts effective as
compared to other surveys and questionnaires. They are the speedy and efficient way
of conducting research regarding product.
 Face to Face interviews: The most effective is face to face interview method of the
primary research. Through this interview, one can connect to the respondents directly
and know their preferences, thoughts on the product and the ways of purchasing \.
The secondary sources of market research are the organized and compiled way of
research already done .this reduces the cost and efforts of the company in conducting the surveys
and preparing questionnaires. The Secondary sources are:
 Educational Institutions: Most of the times tithe universities and colleges conduct
research for the market overview of the product (Mahin, 2021). They conduct the
surveys and researches for the assignments and record the true data. This helps the
company to get the organized data at one place.
 Online data: This method is the most used method in recent times. All the
necessary data related t o the products and its current sales and distribution,
everything is available on the internet at free of cost. The researcher may use the
information from the sites providing authentic and true information.
 Data from libraries: For research, the data can also be collected from the private&
public libraries. The libraries have all the necessary information from the initial
launch of the product to the current statistics of the product. Libraries also contain
the newsletters, business interviews and product reviews that can help in
researching for the product and its management.
For relaunching purpose, the primary methods are useful for the company to get the
insights of the product and requirement of the customers from the product (Pino and et.al., 2020).
This will help the company in knowing for example, the demand and preferences of the product
from the company. The primary research is helpful in understanding the personal factors. This
secondary resources help in getting the information about the product from the market point of
view and it also provides all the past data which might help in solving the problem occurred at

the initial launch. The company through secondary sources can analyse the pricing strategy of
the product and ensure that what price is best suited, to make it affordable for the entire customer
and the primary sources will help in knowing the price what customer thinks fit.
Part 3
a. Planning for research
Task Name Duration Start Finish Predecessors
Development of
marketing research goals 1 day Tue 3/8/22 Tue 3/8/22
Identification and
evaluation of suitability
of target audience
5 days Wed 3/9/22 Tue 3/15/22 1
Matching product features
and target needs 2 days Wed 3/16/22 Thu 3/17/22 2
Development of research
program 2 days Fri 3/18/22 Mon 3/21/22 3
determining the sources
of information 1 day Wed 3/16/22 Wed 3/16/22 2
conduct primary research 4 days Tue 3/22/22 Fri 3/25/22 4
Gather information
through newsletters,
magazines and trade
publications
2 days Tue 3/22/22 Wed 3/23/22 4
Perform big data analytics 2 days Mon 3/28/22 Tue 3/29/22 6
Analyze information
through Google analytics
and Tableau
4 days Thu 3/24/22 Tue 3/29/22 7
Presentation of findings
through Dashboards and
reports containing tables
and graphs
5 days Wed 3/30/22 Tue 4/5/22 8
Development of insights
over market trends and
feasibility of relaunched
product
2 days Wed 3/30/22 Thu 3/31/22 9
Transformation of
insights into actions 1 day Wed 4/6/22 Wed 4/6/22 10
Take decision on the basis
research insights 1 day Fri 4/1/22 Fri 4/1/22 11
Implementation of
decision 2 days Thu 4/7/22 Fri 4/8/22 12

Gantt Chart
b. Implementation of research : From the research, the data collected is internal as well as
external. The research data will help in improvising the process of the production of the coke, its

syrups. Through secondary sources of research, the company will get the idea about the
customers' preferences and their taste (Shah and Murthi, 2021). The data used for the research is
both primary as well as secondary. Primary data helps in collecting the information which the
management requires. It helps in focusing on the core areas of the organization , which help the
Coca Cola company in achieving its targets and helping the product to relaunch in the market.
The secondary data is useful as it helps the business in obtaining the information about the
business's insights and its performance in the World. Through newspapers or magazines, the
business get to know about the customer's reviews and requirements of the customers.
c. Critique of research - Strength and Weakness of Gantt Chart
Gantt chart helped in representing the scheduled projects and the activities. IT is easy for
the company to represent tasks and subtasks and what are the milestones of the company are
visualized on the graph which are to be achieved. It gives a clear visibility of the dates and the
time frames in which the projects to be completed.
To form Gantt Chart it needs efforts and skills and it is a very time-consuming. In a single Gantt
chart, it is not possible to show al the task of the company. In the chart, calculation of aggregates
is not also not possible (Juska, 2021).
Qualitative information such as interviews and surveys data helps in knowing what the
customers feel about the Coca Cola. The qualitative information may be ambiguous but it helps
in deciding the preferences of the customer on the basis of reviews. The quantitative information
helps in understanding the production needs of the firm and focus on the analytical functions of
the management. Through quantitative information the company can calculate what percentage
of customers facing issues from the product and how many will recommend the product.
From the data,it is recommended that to relaunch the product, the company have to keep
in mind the requirements of the product and consider the issues it faced in the initial launch. IT is
clear from the initial launch that the people have protested against the New Coke which have
slight change in the taste, thus customers want the same old taste that is a bit sweet. Thus, the
company need to analyse the external environment of the company.
Part 4
Slide 1

ANALYSIS OF
EFFECTIVENESS OF
MARKETING PLANNING
OF COCA COLA

Slide 2
Table of Contents
 Introduction
 Marketing Mix Elements
 Promotional Mix Elements
 Appropriateness of Elements in Digital World

Slide 3
INTRODUCTION
 Market segmentation is a process of segregating
the buyers in small groups and segments on the
basis of their common needs and responds to the
action of the company of marketing. The market
segmentation can be geographically or
demographically.
 This process help in ascertaining the risk and
identify the product which will help to earn the
market share and the ways to successfully
advertise and sell those products in the market
 Coca Cola focused on the market segmentation
on the basis of four areas demographically,
geographically, behaviorally and psychographic.
Through geographic segment, it marketed its product in different countries, cities, regions.
Along with the distribution in the urban areas, it focused on the country wide distribution
of the product thus started the distribution in rural areas as well.
On the basis of demographic ,market segmentation, it divided the segments into religion,
age ,nationality and family life cycle to divide the customers. Psycho-graphic elements
focused on segmentation on the basis of personality, character, lifestyle and values.
The behavioral element , focused on the segmentation through the response, knowledge and
attitude of the customers regarding the product.

Slide 4
Suitability OF Coca Cola ‘s Customers
 The targeted audience mostly covers the youth
and teenagers of age group of 12 years to 25
years. The young audience like innovations and
change in the variety in the beverages. Through
restaurants, food stores, Dominos’ the Coca Cola
reach to its consumers. The people prefer soft
drinks for parties and celebrations thus the Coca
Cola serves it purpose through providing
different taste of beverages.

Slide 5
Marketing mix Elements
 1. Product : The Coca Cola has around 500 brands of the
beverages which includes around 3500 different drinks. The
product strategy has impacted the company when it introduced
'New Coke'. The customers protested against it, thus demanding
for the same taste.
 2. Price : The Coca Cola has adopted the pricing strategy is
value pricing. The price decide by the company is neither too high
nor too low, that an average customer can easily afford the
product.
To avoid losing of customers and growth in the market, it has to adjust its prices as per the other
beverages' company. Substantial decrease in the price competitors of the Coca Cola may
lead to shifting of customers.

Slide 6
Marketing mix Elements (contd…)
 3. Place : The company had
expanded its products in 200 and
more countries in the world. The
distribution network is helps the
company in expansion and growth of
the business. It increases the market
share and overall revenue of the
business.
 4. Promotion : Coca Cola used
many promotional strategies such as
television, websites ,social media and
campaigns
 5. People : For the employee of
Coca Cola , the company promoted
any initiatives to entertain and
encourage the employees
. . To increase the awareness of the brand among the customers and prepare a strong customer
base, it sponsored many events and campaigns.
TO keep them motivated and increase their productivity, the company introduced the activities
like rewards, recognition and appraisals . This strategy helped the company in maintaining
good employees relations and providing the ma better and positive environment.

Slide 7
Marketing mix Elements (contd…)
 6. Processes : The Coca cola company process its all the syrups and
concentrates produced to the bottling partners, and they sell it to the customers.
For every different function it has different processes such a labeling, blending,
filling, packaging, warehousing, etc.
 7. Physical evidence : The physical evidence of company includes the
headquarters and its manufacturing companies. The Coca Cola has its bottles,
cans and a large amount of merchandise which is included in physical
evidence.
The red color logo of the Coca Cola seen in the advertisements and in promotional material is
also the evidence. The labeling and the packaging of the company make it different and
unique of all the products.

Slide 8
Promotional Mix Elements :
Advertising Public
relations
Sales
promotion
Direct
marketing
Personal
Selling

Slide 9
Appropriateness of Elements in
Digital World
 The elements of promotional mix will help in promoting and
selling of products to the targeted audience. It helps in effective
advertising of the product through digitization such as using
social media and websites to promote the product
 Product Life Cycle :
 The product life cycle starts with the introduction stage that is the
first stage where development of new product takes place. At this
stage, generally the profits are low and the goals of the company
is to fulfill the customer needs by providing the best quality
products.
. In today's world, it is easy to make relations with the customers through virtual contact and
quick responding to the queries and need of the customers. The company ell the products
directly to the customers through its site and online selling.

Slide 10
Appropriateness of Elements in Digital World
(Contd...)
 The growth stage is the stages where company see a gradual increase in the sales with
higher revenue . At these stages, it faces huge competition from its competitors. The
company has increased the number of distribution outlets to stay in the market.
 Strengths of Research
 Research help in identifying about the needs of customers from the product in detail.
 It helps in understanding the complex relations among the variables and make
necessary predictions.
 Weaknesses of Research
 The change in the population affect the research because of different taste and
preferences.
 Research process is so time consuming.
Then at the maturity stage, the company may face decrease in the number of customers with the
decrease in sales. At this stage, company faces high competition thus it might cause decrease
in the revenue. The last stage is the decline stage when the sales decrease and gradually
touches the lower levels. At this stage, either companies harvest or divest the product.
Strengths of Research
Experimenting in research determine the cause and effect from the relaunch.
Through research, necessary information can be collected about the product.
Research helps in resolving the problems of initial launch.
Weaknesses of Research
While research process, many issues may remain unnoticed and unaddressed.
It is not possible to determine effective cause and effect relationship from research.
Research require experts and efficient investigators for relaunch of the product.

Slide 11
REFERENCES
 Goyens, M., 2020. Effective consumer protection frameworks in a
global and digital world. J ournal of Consumer Policy, 43(1), pp.195-
207.
 Camilleri, M., 2020. Higher education marketing communications in
the digital era. In Strategic marketing of Higher education in Africa
(pp. 77-95). Routledge.
 Lamparelli, R., 2020. The Learned Intermediary Doctrine in the Digital
World: Off-Label Marketing and the Reasonable Innovation Rule. Case
W. Res. L. Rev., 71, p.819.
 Bresciani, S., and et.al., 2021. Digital transformation management for
agile organizations: A compass to sail the digital world. Emerald Group
Publishing.
 Bosah, G., 2022. Traditional and Contemporary Notions of Marketing
Communications. In Marketing Communications in Emerging
Economies, Volume II (pp. 11-35). Palgrave Macmillan, Cham.

Slide 12

REFERENCES
Books and Journals
Juska, J. M., 2021. Integrated marketing communication: advertising and promotion in a digital
world. Routledge.
Shah, D. and Murthi, B. P. S., 2021. Marketing in a data-driven digital world: Implications for
the role and scope of marketing. Journal of Business Research, 125, pp.772-779.
Pino, G., and et.al., 2020. Product touch in the real and digital world: How do consumers
react?. Journal of Business Research, 112, pp.492-501.
Mahin, J. T., 2021. Success of digitalization in the field of below the line marketing in
Bangladesh. analyzing digital world project of Asiatic Exp Marketing Limited.
Idrysheva, Z., and et.al., 2019. Marketing communications in the digital age. In E3S Web of
Conferences (Vol. 135, p. 04044). EDP Sciences.
Kim, K. H. and Moon, H., 2021. Innovative digital marketing management in B2B
markets. Industrial Marketing Management, 95, pp.1-4.
Moşteanu, D. and Roxana, N., 2020. Management of disaster and business continuity in a digital
world. International Journal of Management, 11(4).
Goyens, M., 2020. Effective consumer protection frameworks in a global and digital
world. Journal of Consumer Policy, 43(1), pp.195-207.
Camilleri, M., 2020. Higher education marketing communications in the digital era. In Strategic
marketing of Higher education in Africa (pp. 77-95). Routledge.
Lamparelli, R., 2020. The Learned Intermediary Doctrine in the Digital World: Off-Label
Marketing and the Reasonable Innovation Rule. Case W. Res. L. Rev., 71, p.819.
Bresciani, S., and et.al., 2021. Digital transformation management for agile organizations: A
compass to sail the digital world. Emerald Group Publishing.
Bosah, G., 2022. Traditional and Contemporary Notions of Marketing Communications.
In Marketing Communications in Emerging Economies, Volume II (pp. 11-35). Palgrave
Macmillan, Cham.