Marketing & Communications in a Digital World

This report discusses the concept of marketing for an organization with a new product launch into the market. It analyzes the 7Ps of marketing mix, market research for re-launch, and effective marketing plans. The subject is Marketing, Course Code is MKT101, and the College/University is not mentioned.

Marketing &
Communications in a
Digital World

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
7Ps of marketing mix..............................................................................................................3
Market research for re-launch:...............................................................................................4
Marketing plan:......................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The report is going to present about concept of marketing for an organisation with undertaking a
new product launch into market. In this digital world, marketing become a most essential factor
in order to keep company product in the eyes of customers. Marketing is taking a white lead into
the era of digital technology as it in enable ways of promotion through social media advertising
public relation and campaigns. Therefore, this report is going to present case study of Coca Cola
as it was first launched in 1985 (Arab, 2018). The company facing many problems as their
product are not available into market which decrease their growth and potential that requires to
come up with effective relaunch. With the help of this report, there will be analysation of 7ps of
marketing which will help in carry out the positive and negative aspects from the first product
launch of company. Along with this, they will be appropriate market research through STP
model, Porter five forces analysis in order to make and implement a successful marketing plan.
MAIN BODY
7Ps of marketing mix
Marketing mix is a concept of undertaking all the seven elements of organisation. This
model shows the value integrity, Reliance and brand portfolio of the product in in market. The
seven elements of Coca-Cola are discussed below:
Product: Coca Cola launched its first bottle of coke in 1986 which has taken a great
reputation in market and in beverage history. The product must be valuable and made up of its
originality in order to get success in to market. This product must be competitive and unique that
satisfy customer demand . Coca-Cola was one of the product that contain a positive brand name
but the company has introduced a new coke by changing their first formula which has resulted in
protest after few months. These changes have made decline in customer demand due to not being
consistent and reliable into market with its originality.
Price: it is one of the main aspects of marketing mix. A product price decides sales
company could attend and customers purchasing power (Dörnyei, 2020. Kumar, 2020). They
would not professor to pay a single high price for the products who have perfect competition.
Therefore, Coca-Cola has maintained its reasonable price range for and maintains a flagship for
about fifteen years with their competitors.

Place: it refers to the place through organisation self their product and reach to wide
market. The company Coca-Cola has the large distribution system which scattered all around the
globe. At the time of company's first product launch, they were distributing through us and then
in India similarly two other countries also.The first Coke was started selling in Canada, Los
Angeles and every state of US territory. The distribution strategy of Coca-Cola was great from
the initial product launch as they focus on packaging only reasonable pricing range.
Promotion: promotion is always a mandatory concept in marketing. Coca Cola has taken
a great brand tenure by launching its first Coca Cola bottle through advertising why are TV
channels, banners on street and offline campaigns which has took appositive launch of new Coke
in market. The company regularly innovate in drinks and promote it into market which has lower
down the demand for one and people shift to the other easily.
Process: This system is all about the people, organisation structure and network of
company. Coca-Cola has started their initial product development with its CEO and some
number of employees as the company was about to take growth in market at their first initial
launch (BelaynehAbara, and Reddy, 2019).The managershave made negative impact by
launching new flavours of cokes frequently. This has lost customer trust over reliability
Physical evidence: The Coca-Cola established its brand name during first launch of
Coca-Cola bottle. The company sold their bottles to many retailers by giving purchasing bills
and carry out all the necessary documentation while taking lead into market.
The seven elements of marketing mix have shown the problem of first coke launch in
Coca-Cola company. It has identified that the company comes up with diet soft drinks and
change the formula of Coca Cola drinks which has led downthe demand for coke and people are
mainly likely to shift for Pepsi That Give most sweeter taste. Therefore, the company result in
coming up with Coca-Cola Classic and then new Coke but this strategy does not establish well as
people denied with its original and assume the changes made by company for boosting only
sales.
Market research for re-launch:
Market analysis and research is necessary before taking lead and relaunch the product
which has neglect by consumers in past. The company must be very e clear and attentive while
choosing market for relaunching strategies that could be done to applying effective models:

There is requirement of STP analysis that would be helpful for the company to relaunch
their product in specific market and identify who are there potential customers. This marketing
strategy will be betterthan the first launch of Coca-Cola when the company was not aware about
the toughest competition that is Pepsi.
Porter five forces method is also an effective to carry out potential market research for stop
it will demonstrate who are company’s competitor’s, Rivals, purchasing powers of buyer and
suppliers (Chorazy, 2020). this decision will help Coca-Cola to relaunch and does not make past
mistakes by analysing perfect competition and market requirement.
SWOT analysis is also a vital tool to understand about internal functioning of the
company. it helps in analysing the main strong points which can Coca-Cola use to dominate the
market. Whereas, analysing weakness will help in improvement and identify market
opportunities in digital world as well as the threats will be beneficial to look better in market
competition and influencing factors for Coca-Cola relaunch.
This market research will not undertake Integrated Marketing Communication method as
the company does not have problem with communicating to buyers and it has potential to
promote their product in a better way.
Marketing plan:
Swot analysis of Coca-Cola
Strength Weaknesses
 The original formula of coca cola
drink is the main strength of
company (McCowan, 2020).
 The company has financial capability
to dominate global market.
 The regular change in coke categories
and flavour loosing consumer belief.
People are not aware about the actual
strategy of company which creates
hurdles.
Opportunities Threats

 In modern technologies and internet,
Coca Cola could make great
promotions for re-launch in an
effective way.
 Exploiting whole US market will be
a great opportunity.
 The competition is biggest threat.
Pepsi has taken over the potential of
Coca-Cola. The company needs to re-
launch a unique taste which could no
bat by main competitors.
STP analysis:
Segmentation: This method is all about classifying for segmenting the customers as per
their demographic and psychological factors. Coca-Cola needs to segment the market from
above the age group of 13. As the relaunch of most sweeter taste of Coca-Cola can
beconsumable by any person.
Targeting:Targeting the market by classify the segmented once is necessary. Coca-Cola
Mast initially focus on young age group as they are more likely to consume Coke in their daily
routine which could enhance company sale at large level.
Positioning: Positioning is all about setting a brand name which Coca-Cola already have.
The company needs to create a benchmark of new coke of its re-launch so that it would be
competent into market.
Porter five forces
 The threat of new players is low for Coca-Cola as the company has large investment and
brand name which is not easy to acquire by new players.
 Bargaining power of buyers may affect the company moderately due to having other
organisation serving non-alcoholic drinks.
 Bargaining power of supplier has low threat for Coca-Cola as company utilise their own
formulas and has vast number of supplier which will not be ready to leave contract with
the most reputed firm (Maamoun, 2020).
 Availability of substitutes is moderate as the company has less number of similar
products in market which could be leave behind with effective strategies to gain customer
attention.
 Threat off rivalry is high as Pepsi is the major competitor which can answer back by
come up with new strategy.

SMART objective:
Specific: Coca-Cola decided to Re-launch its coke with sweeter taste and keeping its
originality back in US market. It main focus is to advertise the coke with digital media platforms.
Measurable: The sales results will be measure though customer feedback through social
media
Achievable: To make vast serving and attain 20% sales turnover with new coke. Also,
attain digital brand recognition by launching digital campaign.
Relevant: it is relevant to make customer aware about the best of flavours of Coca-Cola
by relaunching it more superior taste.
Time-bound: To attain objectives within 1 year.
Presentation task

Speaker notes:
Creating a product which is necessary in order to analyse what is the problem the customers
are facing what is complete objective and how they can achieve it. Therefore, this presentation
will elaborate all the marketing plans and the effectiveness of campaign in this the effectiveness
of campaign in the digital world. It would be beneficial in commercial success which will be
defined through applying promotional mix for new relaunch.

Speaker notes:
• Target: The targeted group are nearly the best for boosting sales of Coca-Cola. Apart
from this the company target above the age group of 20 who prefer to experience a great
taste with maintaining fitness.

• Name of the product: New Coke.
• Objectives: To attain 20% sales in US market and create a digital presence in all over the
world.
• Product tagline: Drink Coca-Cola
• The company re-Launch the product with the latest tagline to make it remarkable and
recognisable.
Speaker notes:
Competition: Coca-Cola is competing with main competitor i.e. Pepsi. The company has
added more setter taste which attracts customers whereas; Coca-Cola has mainly focused on diet
coke which does not attain much potential in market.
Marketing strategy: The Company re-launch the product not only with great taste but with great
promotional techniques. Launching campaigns, celebrity events, advertisement, brand
collaboration.

Speaker notes:
In a digital world, there are many strategies or options are available in promotional mix
which helps to achieve goals and objectives of Coca Cola.
Advertising: Coca Cola is one of the most leading organisations that use advertising as the
strategy which covered in promotional mix. It can be split into two important categories that are
traditional and digital. Traditional advertising include campaigns using televisions, posters,
radio, newspapers and magazines. On the other hand digital advertising includes multiple
channels with the help of World Wide Web and telecommunication platforms. It is found that
both are important for Coca Cola in order to promote their goods and services.
Public relations: It is another important element of promotional mix which focusing on
managing the reputation of company i.e. Coca Cola. It is not easy for organisation but it helps to
make relationships with customers.
Social media: This method is one of the most successful and widely used elements in
promotional mix. In the digital world, this is one of the most successful methods that used by
many organisations. Even Coca Cola is using this method for the purpose of promoting their

goods and services. It includes several social media platform such as Twitter, Facebook,
Instagram, YouTube, etc.
Sales promotion: This is the process that supplements companies of advertising. Some of
the common examples of sales promotion are “buy one get one free”, sales at the end of season,
discounts, etc. These are also very helpful for the purpose of promoting products of Coca Cola.
Speaker notes:
• The ultimate vision of Coca Cola is to get a commercial success which they can achieve
with the help of using effective marketing campaigns.
• Promotion is an important function of marketing and that's why it becomes necessary for
Coca Cola to make sure the effectiveness in the promotional tools. In this regard,
effective marketing campaigns are playing an important role in order to promote the
goods and services in the market.
• Effective marketing campaigns help Coca Cola to create loyalty between customers. That
means they are able to build trust between customers which create loyalty between them

and they are not switch to other organisation. This is the ultimate achievement of any
organisation which can be only done with the help of effective marketing campaigns.
• It helps to increase the customer base as effective marketing campaigns increase the
number of customers. They are not only assists in maintaining the existing customers but
also invite new customers.

CONCLUSION
The report has concluded that, factors of marketing mix are vital to elaborate about product
decision of the company. There is application of various market research methods which are
helpful to analyse companies’ internal environment. Market competition and strategies to carry
out in product re-launch.

REFERENCES
Books and Journals
Arab, N., 2018. Relationship between dimensions of Brand Equity and 4Ps of Marketing Mix-
Place, Product, Promotion, & Price: Coca Cola-Consumer Based Qualitative Survey.
Dörnyei, K.R., 2020. Limited edition packaging: objectives, implementations and related
marketing mix decisions of a scarcity product tactic. Journal of Consumer Marketing.
Kumar, D.M., 2020. Marketing and its Application: Case Study of Ella Drinks Ltd: Comparative
Analysis with Coca-Cola. Available at SSRN 3595239.
Belayneh, B., Abara, G. and Reddy, P.A.K., 2019. Assessment of Marketing Mix Strategies of
the Hawassa Millennium Pepsi-Cola Plant. Assessment, 52.
Chorazy, E., 2020. Coke and health. In Decoding Coca-Cola (pp. 207-225). Routledge.
McCowan, A., 2020. Coke and the competitor. In Decoding Coca-Cola (pp. 226-233).
Routledge.
Maamoun, A., 2020. MINI COLA WARS: THE DIET COKE AND PEPSI SCUFFLE. Global
Journal of Business Disciplines, 4(1), p.35.