Marketing & Communications in a Digital World - Desklib

This report by Desklib covers the marketing mix of Coca Cola, primary and secondary research methods, and relaunching strategies. It includes a critique of the research and recommendations for digital and traditional marketing. Suitable for marketing and communications courses.

Marketing &
Communications in a Digital
World

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Part One...........................................................................................................................................3
Marketing of mix of the coca cola...............................................................................................3
Part Two...........................................................................................................................................5
A) Three different primary methods and three secondary sources..............................................5
B) Explaining why these methods are useful than other methods along with nature of each
method and how they are helping for different reasons..............................................................5
Part Three.........................................................................................................................................6
a) Plan your research...................................................................................................................6
b) Implement your research.........................................................................................................6
c) Critique your research.............................................................................................................7
Part Four........................................................................................................................................11
CONCLUSION..............................................................................................................................19
REFERENCES................................................................................................................................1
Survey - Questionnaire................................................................................................................2
Interview - Questionnaire............................................................................................................3

INTRODUCTION
Marketing mix is a strategic tool of the company which is used to increase the brand value
of the company by using sets of actions or tactics in the competitive market. The company can
also use primary and secondary data as its marketing tool. Primary data refers to the first-hand
information. Secondary data is the data that is available easily as it was collected by someone
else and these are copy of the original data (Panchenko, and Samovilova, 2020).
The coca cola is the multinational organization that deals in the beverages, and whose
headquarter is in Atlanta. It is a corporation dealing in the manufacturing and retailing of the
non-alcoholic beverages (Alemany, L., 2019). It produces sugary drink, that are available at all
the countries of the world.
The report discusses about the marketing mix of the coca cola company. The negative
and positive aspect of the element of the marketing mix. Furthermore, it provides the research of
the company so, that it can relaunch its products in the market. For doing research there are two
sources that is primary and secondary methods. After implementing the research method there is
a brief description about the research plan (Thabit, and Raewf, 2018).
MAIN BODY
Part One
Marketing of mix of the coca cola
The marketing mix of the coca cola is described below that is:
Product mix
The coca cola has used a wide range of products for its product mix. The products coca
cola is offering are: coca cola, diet coke, dasani, minute maid, fanta, sprite and many more. This
is available in many sizes and packaging.
Price mix
The pricing strategy of the coca cola is different from others as it uses 2nd degree pricing
description. That means differentiating the products on the basis of the pricing.
Place mix

It has cover the market in almost 130 countries and it is in existence for more than 130
years. The place strategies of the coca cola is that it produces its goods at one place and
distributes it to the different countries across the world.
Promotion mix
The marketing strategies used by the coca cola has set a benchmark for the other
companies in this industry. It uses aggressive marketing techniques that, it advertises its products
on social media.
Packaging mix
To make it different from the other products it has used brand logo that is affixed on the
every packaging of the products.
Person mix
The coca cola has initiated various monetary and non monetary rewards to keep their
employees motivated.
Process mix
The process used by the company is competitive supply chain to optimize the use of the
infrastructure and to promote sustainability.
Positive and negative aspects of the marketing mix element
1. Product mix: Product mix of the coca cola has the positive influence on the market as the
product is available in the every shape and size. Because of which consumer can buy the
product according to their preferences.
2. Price mix: Coca cola uses price discrimination strategy. That has created negative image
of the coca cola company. As same products are sold in different market at the different
price.
3. Place mix: The company has no established outlet across the world. It sells it products
through the different distributors. Because of which it does not have any targeted section
of the customer.
4. Promotion mix: The promotional techniques of the coca cola has gained the highest
attention of the audience. As it sponsor its product in the cricket match to promote its
brand at the global level. It has helped the coca cola in increasing its sale globally.
5. Packaging mix: The logo of the coca cola is different from that of others, that has helped
the company to protect its copyright for its product.

6. Person mix: By using different motivating techniques the company has ensured to retain
its employees for a long period.
7. Process mix: Hidden process of producing the products has raised many questions on the
company. Many competitors have claimed that the mixes chemicals in its products.
Part Two
A) Three different primary methods and three secondary sources
For the relaunch of the product which is Coca Cola in the market and to solve the
marketing problem from the first launch there are certain methods which are primary and
secondary within this research to be conducted successfully.
The primary methods are mentioned as – Survey, Interview and Observation.
Survey in the primary method is done by framing the questionnaire by providing the list of
questions for a particular group of people. The respondents are asked certain questions which
they answer to the researcher conducting the research. The survey will be conducted of the 10
managers (Collin and Salmon, 2020).
Interview method is the open-ended method in which the questions are framed and the
respondents answer these questions as per their length of information. The interview will be done
of the 50 customers.
Observation is the qualitative research technique where the researcher observes the behaviour of
participants in the natural situations. For observation, behaviour of customers is observed.
The secondary sources mentioned are – Books, Journals and Scholarly Articles. These
are some of the secondary sources which are used within the research (Waring, 2021). This helps
in understanding the aspects as to how effectively and in appropriate manner the research
information is being collected.
B) Explaining why these methods are useful than other methods along with nature of each
method and how they are helping for different reasons
The primary methods which are taken such as survey, interview and observation are useful than
focus groups and other primary methods because they help in knowing that how effectively and
in appropriate manner the research is being conducted. Interviews, surveys and observations

helps in understanding the major aspects of how the research is being carried out successfully for
the relaunch of the product Coca Cola.
The nature of each method is being described as below –
Surveys from the manager is being taken which represents that the survey is quantitative in
nature and tis helps in knowing that the questionnaire is framed for the research to be undertaken
at large scale.
Interview is qualitative in nature which helps in understanding the customers behaviour and
concern for the research which is being conducted (Peña Bonet, Lochmuller and et.al., 2018).
Observation is also qualitative in nature which helps in understanding the perception and
changes in the needs of customers in the market.
Secondary methods such as books, journals and scholarly articles are being undertaken at
large scale and with the help of these sources there is lot of information which is gathered for the
research which is being undertaken at large scale. The reasons these methods are used are that
they are helping in the research such that the changes in the perception and needs of the
customers are known by taking their interview and observing the trends in the market for the
product.
Part Three
a) Plan your research
Research Brief – The research is being conducted for the successful relaunch of Coca Cola as a
product and solve any marketing problem from the first launch.
Research Objectives –
 To understand the customer behaviour in the market.
 To analyse the changes in the customer needs for Coca Cola to relaunch in market.
b) Implement your research
Both internal and external data will be collected for the research which is being
undertaken. Internal data includes the information and statistics of the company and for the
research at large scale. The internal data bases are collected for the research which helps in
knowing the internal data of the organization. The company also uses the external data which is
being collected for the research being undertaken successfully. The external data includes the

market research and any information which is being collected outside the organization. Both
primary and secondary data methods will be used for the research (Camilleri, 2018).
Usefulness and appropriateness of the data being collected are – The usefulness of the
primary data will help in collecting the information through the framing of survey, interview and
observation which will help in gathering the perceptions and needs of the customers for the
relaunching of the product. Secondary data will also help in providing the information and data
from the books, journals and different articles being studied so that the customer behaviour is
being analysed for the changes to be introduced in the relaunch of the Coca Cola.
Timeline
Activities / Weeks 1 2 3 4 5 6 7 8 9 10
Research topic selection
Designing the research
objectives
Drafting questionnaire
Concluding the findings
Recommendations
Report preparation
Final submission
c) Critique your research
Primary and Secondary Research -
Theme 1 - Awareness of the relaunch of Coca Cola

Interpretation – It has been interpreted from the above analysis that 50 out of 20 individuals are
aware of the relaunching of Coca Cola. The other 50 out of 20 individuals are not aware of the
relaunching of Coca Cola. The other 10 individuals are not sure about the relaunching of the
product.
Theme 2 - Social media sites you are aware of
Interpretation – It has been interpreted that 50 out of 30 individuals are aware of the social
media site Instagram. The other 10 individuals are aware of Facebook as the social media site.
The other 10 individuals are aware of the twitter usage as the social media site.
Theme 3 - Excitement about the relaunching of the Coca Cola as product

Interpretation – It has been interpreted from the above analysis that 50 out of 40 individuals are
excited about the relaunch of the product. The other 5 individuals are less excited about the
relaunch of the product. Therefore, it has been analysed that the relaunch is important for
analysing the market.
Theme 4 - Features making you buy the product
Interpretation – It has been interpreted from the above analysis that 50 out of 20 individuals are
wanting to have the feature of quantity to buy the product. Along with this, 20 individuals want
that the product should have the features of taste so that they can buy the product. The other 10
individuals are engaged in having the price as their feature in the product.
Theme 5 – Wanting Company to providing variety of products

Interpretation – It has been interpreted from the above analysis that 30 out of 50 individuals
want the company to provide variety of products. The other 50 out of 10 individuals want the
company to provide products with different varieties. The rest 10 individuals among 50 want the
variety of products by Coca Cola.
Strengths and weaknesses of marketing plan are –
Strengths – There is large market share in the marketing plan which is being displayed in the
market. There is personal relationship with customers. It provides the information regarding the
potential market.
Weaknesses – The time gap makes the research irrelevant and this creates problem. It is not the
problem-solving technique but helps in aid to solve the problem in the marketing research plan.
Research Findings – It has been found that the customers are aware of the relaunching of Coca
Cola. It has also been found out that the customers are excited for the relaunching of Coca Cola.
They are observing the changes which are taking place for the solving the marketing problems at
large scale within the market structure (Nunes, Ferreira, Freitas and et.al., 2018).
Recommendations on digital and traditional marketing are being taken into
consideration with the help of collecting knowledge from the customers and the managers which
should address and allow the market to acknowledge the important changes which are taken into
consideration at large scale within the market.

Part Four
Slide 1

Slide 2
 The target audience suitable for the product are – young age group people (50 customers)
from age 15 – 30. By targeting the audience, they will be able to create value for the
brand and the relaunch of the product will be made successful. It becomes very suitable
for the audience when they are suitably targeted at large scale. Therefore, there are certain
aspects as to how effectively and in appropriate manner the relaunching is being done at
large scale. The product then will analyse and identify the aspects as to how effectively
the relaunching can take place. Thus, targeting helps in ensuring the major changes
observed in the market.

Slide 3
 Price – Price is defined as the cost of the product which the customers pay. When Coca
Cola will relaunch its product in the market it will help the customers to know that what
is the price which is to be paid for the product. The negative impact of price is that some
customers may find the price of relaunching the product very costly.

Slide 4
 Promotion – The Coca Cola is promoting the relaunching of the product and it services
with the help of social media sites which are – Instagram, Facebook and Twitter. With the
help of this, the company is able to gather most of the customers and make them aware of
the relaunching of the product which is Coca Cola.

Slide 5
 Direct marketing is also an element which helps in understanding the aspects as to how
the marketing techniques of direct marketing the products can be done in an appropriate
manner.
 Personal selling is the most appropriate and easy way as to how the products can reach to
the customers. With the help of personal selling, the customers will be able to take
concern of the product when it will be launched in the market.
The promotional mix elements are appropriate such that it helps in knowing that how effectively
the selling of product will be done in the market and this will enable the relaunching of the
product to be made easy at large scale in the market.
With the help of product lifecycle, it will be analysed that how effectively the relaunching of
Coca Cola can be done at large scale. There are dour major product lifecycle stages which
are explained below –

Market Introduction and Development – A new market strategy will be developed which will
help in analysing and knowing what are the marketing trends which are to be followed at
large scale. It will help the relaunching of Coca Cola appropriately with the help of
marketing development.
Market Growth – With the help of market growth, growing demand will be known as how the
product will take charge of the relaunching of the product. Market growth will be analysed
as to how effectively the relaunching can be done effectively.
Market Maturity – It is established so that the cost of producing and marketing the existing
product will decline. The market becomes mature when the product will be relaunched in the
market and will gain a certain height.
Market Decline – The Coca Cola will engage into having the market decline as there can be
aspects of how effectively and in appropriate manner the changes will take place when the
situation is of relaunching.
The product will be in market on 6 months as it completes the whole research which has
been undertaken.

Slide 6

Slide 7
Taddese, G., Durieux, S. and Duc, E., 2020. Sustainability performance indicators for additive
manufacturing: a literature review based on product life cycle studies. The International
Journal of Advanced Manufacturing Technology. 107(7). pp.3109-3134.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
Tyulin, A. and Chursin, A., 2020. The New Economy of the Product Life Cycle. Springer Books.

Slide 8
CONCLUSION
The report included part one which were the elements of marketing mix. The part two
explained the research requirements which enabled the aspects as to how effectively the research
was undertaken. The part three helped in providing information about the detailed research plan
which was conducted. The fourth part helped in knowing the marketing plan which was for the
company Coca Cola.

REFERENCES
Books and journals
Camilleri, M.A., 2018. Strategic planning and the marketing effectiveness audit. In Travel
marketing, tourism economics and the airline product (pp. 117-135).
Springer, Cham.
Collins, W. and Salmon, N., 2020. Using Primary and Secondary Sources for Your
Research. The Woman in White: Grangerized Edition.
Nunes, R.H., Ferreira, J.B., Freitas, A.S.D. and et.al., 2018. The effects of social media opinion
leaders’ recommendations on followers’ intention to buy. Revista
Brasileira de Gestão de Negócios. 20. pp.57-73.
Panchenko, L. and Samovilova, N. 2020. Secondary data analysis in educational research:
opportunities for PhD students. In SHS Web of Conferences (Vol. 75, p. 04005). EDP
Sciences.
Peña, A., Bonet, I., Lochmuller, C. and et.al., 2018. A fuzzy credibility model to estimate the
operational value at risk using internal and external data of risk
events. Knowledge-Based Systems. 159. pp.98-109.
Thabit, T. and Raewf, M. 2018. The evaluation of marketing mix elements: A case study.
International Journal of Social Sciences & Educational Studies. 4(4).
Waring, S.M., 2021. Integrating primary and secondary sources into teaching: The SOURCES
framework for authentic investigation. Teachers College Press.
Online references
Alemany, L., 2019. Coca-Cola’s Marketing Mix. [online] Available through:
<https://lauradigitalmarketing.wordpress.com/2019/11/16/coca-colas-marketing-mix/>
1

Survey - Questionnaire
Q1. Are you aware of the relaunch of Coca Cola?
a) Yes
b) No
c) Not Sure
2

Q2. What are the social media sites you are aware of?
a) Instagram
b) Facebook
c) Twitter
d) All of above
Q3. Are you excited about the relaunching of the Coca Cola as product?
a) Yes
b) No
c) Not Sure
Q4. What are the features which make you buy the product?
a) Quantity
b) Taste
c) Price
d) All the above
Q5. Do you want the company to provide variety of products?
a) Yes
b) No
c) Neutral
Interview - Questionnaire
Q1. What are the strategies of Coca Cola for relaunching the product in the market?
Q2. What are the challenges Coca Cola is facing after its first launch?
Q3. What are the marketing problems which are affecting the Coca Cola?
Q4. Recommendations for effective relaunch of the product of Coca Cola.
3