This presentation discusses the marketing planning process, marketing segmentation, marketing mix, promotional mix and product life cycle of Coca Cola. It also covers marketing research for the business of Coca Cola.
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MARKETING & COMMUNICATIONS IN A DIGITAL WORLD
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TABLE OF CONTENT INTRODUCTION MARKETING SEGMENTATION MARKETING MIX PROMOTIONAL MIX AND PRODUCT LIFE CYCLE MARKETING RESEARCH REFERENCES
INTRODUCTION Marketing planning is the process which is used for the organization and analyzation of the marketing aims of a company which is essential for the company for the gathering of the strategies which are tactically important for the achieving them. In this project the chosen organization is Coca cola which is USA based organization that is the producer of soft drinks. Thisprojectwillconsistofthemarketingsegmentation,marketingmix, promotional mix and product life cycle. This project will also consist of the marketing research for the business of Coca cola.
MARKETING SEGMENTATION The marketing segmentation of Coca cola is such that it targets every customer. However, its segmentations are basically based on age, family size and income. Perfect segmentation is considered to be the main factor of Coca cola’s success. Ageis very important segment as it mainly divided into two parts for this company. Young customers at the age of 10-35 are the main segment of the customer base for this organization. This company also has products for its target segment of the age 40 plus.
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MARKETING MIX The marketing mix of coca cola can also be explained with the help of the 4 P’s as follows, Productin he marketing mix of coca cola shows the large variety of product beverages this industry produces with 3300 type of products. The beverage of this organization is divided into different diet category such as, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc. Coca cola is the best brand in many countries which produces the beverage of different types. One of the reasons of success of this company is that its development of so many products.
PROMOTIONAL MIX AND PRODUCT LIFE CYCLE The promotional mix of coca cola consists of following elements, Advertisement:Thestrategyofthisbusinessistoinvesthighon advertisement so that the company can gain competitive advantage. Itisanimportanttoolfortargetingamassaudience.Helpsinthe introduction of new products. Direct marketing: Coca cola uses direct marketing for partnering with different restaurants, movie theatres etc. for carrying its products. Customers ordering drink in other restaurants and its is coca cola this influences the customers to consume the brand later on as well.
MARKETING RESEARCH The research which has been conducted including both the primary and secondary form of research will provide the analyzation about the areas of the effectiveness which will be important for the marketing planning. In the primary research the information’s will be gathered directly out of the customers with the help of a set of questions. This will provide the company a view of the wants of the certain section of society.
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REFERENCES Abulehyeh,S.M.andAl-zoub,A.F.,2017.TheRoleofChanging Management in the Process Of Enhancing the strategic Marketing Planning in Jordanian Industry Sector (Model-Complement). International Journal of Business and Management. 12(5). pp.130-130. Khamdamova,G.andMatchanova,F.,2020.PROCEDURESFOR STRATEGICDEVELOPMENTOFMARKETINGACTIVITIESIN ENTERPRISES MANAGEMENT. International Finance and Accounting, 2020(4), p.33.