Marketing & Communications in a Digital World

Marketing &
Communications in a
Digital World

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Identifying the positive and negative impacts of marketing mix of coco cola............................3
Market research............................................................................................................................4
Detailed marketing research plan.................................................................................................5
PART 2 ...........................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
APPENDIX......................................................................................................................................9
Interview......................................................................................................................................9

INTRODUCTION
Marketing research plan refers to document which contains information regarding
potential markets to accomplish the overall objectives of firm. The present report is based on
Coca Cola who is relaunching new variant of iconic drink to gain competitive advantage and to
attract new potential customers. Further, the report will analysis marketing mix and identify
positive and negative impact of each factor on relaunch of new product. Moreover, the report
will also specify various research requirements and the best sources which can be opted by the
firm in carrying out successful research.
MAIN BODY
Identifying the positive and negative impacts of marketing mix of coco cola
Marketing mix refers to list of factors that can be controlled by company to influence
consumers to buy its products. For the coca cola company some of them are as follows.
Product : Coca cola sold in various sizes and packaging. The logo is clearly made so that
it can be easily differentiated from other brands. Merit is that it will help the quoted firm to reach
large masses through broadening its business opportunities (Marketing mix of coca cola, 2019).
Demerit is that consumers with set perceived thoughts may not find the product valuable and
hence revenues increases are not guaranteed.
Price : Coca cola will use competitive pricing strategy as little higher price of the product
make consumers feel that brand is more reliable in terms of the quality. Further, negative impact
can be created if the prices of the product are changed at frequently which may shift the
customer base.
Place : The quoted firm has decided to sell the product through various online and offline
platforms in UK market where it can be easily reached to large number of audience (Lim, 2021).
On the contrary with inefficient market reach the firm may result in loss of various production
units.
Promotion : coca cola would use channels such as online mediums in UK to promote its
good for example Netflix where benefit is that personalized marketing can be adopted but on the
contrary the firm have problem as customers can check the product review on high ranking
product review sites (Kamins, 2018).