Marketing & Communications in a Digital World

This report discusses the marketing research plan for Coca Cola's new product launch, identifying positive and negative impacts of marketing mix, and market research methods. It also includes a detailed marketing research plan and market segmentation strategies. The report concludes with the strengths and weaknesses of the research and the public relations strategy used by Coca Cola.

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).

People : Target audience would be among the age group of 18-35 which are ready to
consume new variants of drinks available in market. Positive impact is major population in the
country consists of this age group but on other side firm would incur losses if product is not liked
in this group (Wardhana, 2020).
Process : Products will be manufactured in batches so that it can be made easily available
according to the requirements as well as prevent losses from manufacturing extra units.
However, if there is excessive demand in the market than it may create problems to serve large
masses.
Physical evidence: If the infrastructure, design, interior etc. of the outlets is not
(appealing) than customers will not purchase products and rather shift to new sources. On the
contrary, improved physical facility and designs will attract more customers and hence sales
would increase.
Market research
The research aim of the present study is to construct the marketing strategies for
relaunching Coca Cola New
Objectives:
 To analyse the first launch of marketing strategies that is based upon 7Ps, as it is covered
in part 1
 To understand the expectation of a customer’s regarding the relaunch of a product.
Form the market research the company has identified the key problems that was creating the
threat for the organization. The company has conducted the random survey of 20 customers
with help of the questionnaire that helped the firm in solving the issues. Such as customer
was having problem with high price of the product and the promotional activity of the firm
was not up- to the mark as well as the quality and packaging of the product was not good.
Moreover, this has motivated the company in launching the new product. The company has
used the digital promotional activity such as using social site like Facebook and Instagram
that has helped firm in attracting large customer. In addition, to this the company has arrange
the price of product at very affordable price so that every segment of the customer can make
use of the product. Along, with this the firm has also adopted the attractive packaging style
so that it can easily garb the attention of the audience. Thus the new product has helped the

company in expanding their business and enhancing the overall development of the firm
(McDaniel Jr and Gates, 2018).
There are various research methods which are available in markets and one which will be
adopted by quoted firm would be primary research method in which information could be
gathered through various means such as interviews, questionnaire, surveys, focus groups, visiting
to competitors place etc (Damen and Hooft, 2019). Hence, one which will be proved good for
Coca cola would be interview and observations method through which various details regarding
the choices, preferences, taste, attitudes etc. of the customers can be gathered, organized as well
as analysed and accordingly the product can be reviewed or launched in market with certain
modifications.
Further methods which will not be selected by quoted firm would be secondary research
methods includes online data, data collected from government and non government sources, data
available in various libraries, institutions etc (Heaton,2020). Such research methods are proved
not useful when completely new product is launched in the market and extensive research needs
to be carried out to gain maximum benefits. In relation with relaunch of coca cola products
online data would be irrelevant as authenticity of data cannot be identified. Also, they are
unspecific in nature as the research materials can be of outdated nature and offer little or no
value to the researcher. Moreover, the researcher is not the owner of data so everyone can access
it easily and also data collected can be of biased nature which will provide less relevant results.
Detailed marketing research plan.
As per the defined aim and objectives, the marketing plan is as mentioned below with the
help of primary and secondary research.
Collecting relevant data and information: In this research data would be collected from
various primary sources such as Questionnaire. This is attached in appendix.
Data Analysis: In order to analyse the data, 20 regular customers of Coca Cola has been selected
that helps to determine their views pertaining to the chosen question. This helps to analyse the
whether the new product is good and relaunching will be beneficial for the business or not.
Theme 1: Preference of customer for Coca Cola New
Which of the Participant

following features
you want to be added
in the Cocoa Cola
New? s
Taste difference 5
Packaging 6
Same as before 3
Low in price 6
Total 20
Taste difference
Packaging
Same as before
Low in price
0 1 2 3 4 5 6 7
5
6
3
6
Which of the following features you want to be
added in the Cocoa Cola New?
Interpretation: It has been interpreted that majority of the respondents are agreed that while
relaunching the products, they must consider the price, packaging and taste. it is so because out
of 20, 6 customers agreed that packaging and price of a products must be considered. While 5 of
them stated that taste difference is secondary option which must be preferred by the customers.
Further, it has been clearly examined that relaunching a new product will always helpful to the
business because it attracts new customers and enhance the financial performance.
Theme 2: Customers wants new product in bigger size
Do you expect Coco
Cola new should be
offer with bigger size
than the first launch? Participant
s
Yes 18
No 1
Don’t know 1

Total 20
18
1 1
Do you expect Coco Cola new should be offer
with bigger size than the first launch?
Yes No Don’t know
Interpretation: It has been exhibit from the above graph and table that out of 20 customers, 18
wants the products must be bigger in size when it relaunches. On the other side, 1 of them stated
no and 1 did not know anything about it. This in turn reflected that company must consider its
packaging as well as enhance the size that helps to draw attention of new customers towards it.
As a result, quoted firm enhance the customers base which will be beneficial in its future.
Theme 3: Coca Cola is preferred by customer over other
Do you prefer coca
cola brand over other
competitors? Participant
s
Yes 14
No 5
Don’t know 1
Total 20

Yes No Don’t know
0
2
4
6
8
10
12
14
16
14
5
1
Do you prefer coca col a brand
over oth er competi tors?
Interpretation: In accordance with the above table, it can be stated that majority of the
customers preferred Coca Cola as a best product over its competitor. Such that out of 20, 14 of
them stated yes and 5 of them stated no. This in turn reflected that company must focus upon its
promotional and pricing strategy that helps to attract the customer over it. Thus, it assists to
generate the best outcomes with regard to its financial performance as well as stay ahead in the
competition.
Theme 4: Customer purchase the product once in a week
How often do you
buy coca cola
products? Participant
s
Frequently 3
Very often 5
Once in a week 10
Once in a month 2
Total 20

Frequently Very often Once in a week Once in a month
0
1
2
3
4
5
6
7
8
9
10
3
5
10
2
How often do you buy coca cola products?
Interpretation: Through the above, it has been identified that majority of the customers buy
products once in a week such that 10 of them buy products while 2 of them buy products once in
a month. On the other side, 3 of them are frequently buy and 5 of them stated very often. Overall,
it has been concluded that customer’s preference is Coca Cola and relaunch the product will be
more beneficial in order to attract new customers and raise the return as well.
Theme 5: Customers wants to buy product online as well as offline
Do you prefer to buy
coca cola new
variant at near stores
or online? Participant
s
At store 10
Online 10
Total 20

1010
Do you prefer to buy coca cola new variant at
near stores or online?
At store Online
Interpretation: The above graph depicts that majority of the customer prefer to buy products
offline and online. Such that out of 20 participants, 10 of them stated that they are prefer to buy
product at store while 10 of them stated that they want from store. Thus, it reflected that
customers prefer to buy the product and that is why, company have to arrange the new product
accordingly (Staubmann and Lidz, 2018).
Strength and weakness of the research
From the above analysis conducted it can be said that major strength is that overall idea
was helpful in finding out that most of the people were aware of the brand existence in the
market and also wants new variant of Coco Cola (Hieu and Nwachukwu, 2020). Thus, it helps to
generate high financial output and attract new customers over it. Major weakness of this research
is that due to small sample size, company did not identify exactly the need of customers and this
might affect the business performance as well. Also, various promotional activities were need to
be focused and systematically carried out on various locations which resulted in high number of
gatherings of people to know more about the relaunch of a product.
PART 2
Slide 1

Slide 2

Slide 3

Slide 4

• Therefore, company has targeted all individual that are interested to have soft drink in order
to have fun and enjoyment.
• The market segmentation can be defined as division of group of customer by the company on
basis of their taste and preferences. There are 4 types of segmentation coco cola is following:
• Demographic segmentation: Coco Cola has decided to segment customer on the basis of
age, family size and level of income. This segmentation benefits the organization to collect
information easily and make product according to the needs and demands of customer.
• Behavioural segmentation: The company has decided to segment their market on behaviours
of customer such as their needs and taste. Currently people are interested to have online
shopping so it has decided to use digital business I.,e making use of websites and
collaborating with other online partners.
• Geographic segmentation: Currently the organization is delivery their product and services
in more than 200 countries. The company has used different strategy depending on the region
as the demands of customer change due to climatic, culture and custom.
• Psycho graphic segmentation: This includes the characteristics of customer such as mental
and emotional. This helps organization in understanding the preferences and needs of
consumer and contributes in creating service and product so that they can be attracted towards
the organisations.

Slide 5
It was also found in market research that 50% consumer want the coco cola classic back so the
firm decided to re-launch that product again. Thus, research help the organization in expanding
their business as well growing globally.

Slide 6
• Public relation: Coco Cola has also used this strategy by maintain the relation with customer
and partners through social media and various unpaid channels so to promote their product.
The public relation has allowed organization to know customer's taste and preferences and
provide new product and services as per their respective wants, that lead in building healthy
relation between them. Hence, it helped firm in overall development.

• Direct marketing: The company is using direct marketing such as telephone marketing,
catalogues and brochures. This helps company in covering the large area of market at very
lower cost effective for launching new product.
• Sales promotion: The firm has used various sale incentives such as discount, offer to attract
present and future customer. This has also helped organization in boosting the revenue in long
term. The company has also made use of social media marketing in promoting all the
innovative ideas that helped organization in maintaining sustainability in external
environment.

Slide 7
• It has lead in enhancing firm overall sales and profit.

• Moreover, the market research helps organization in maintain their budget to introduce new
product. Furthermore, Coco Cola track their result of market campaign that helps organization
in finding the loop present in firm.
• Therefore, it can be summarised that it leads in reducing overall threats and promote in
growth and expansion of firm in competitive environment.

Slide 8

Slide 9
• O’Hara, J. K. and Low, S. A., 2020. Online sales: A direct marketing opportunity for rural
farms?. Journal of Agricultural and Applied Economics. 52(2). pp.222-239.s

• Ramasubbareddy, S and et.al., 2020. Comparative study of clustering techniques in market
segmentation. In Innovations in Computer Science and Engineering (pp. 117-125). Springer,
Singapore.
• Suay-Pérez, F and et.al., 2021. Customer perceived integrated marketing communications: A
segmentation of the soda market. Journal of Marketing Communications, pp.1-17.
• Online references
• What is promotional mix?., 2021. [Online]. Available through
<https://blog.alexa.com/promotional-mix-elements/>

Slide 10
CONCLUSION
From the above report it can concluded that marketing mix helpful in identifying the
positive and negative impacts on the initial launch of the product. Also, marketing research
requirements had identified and marketing problem has been solved through implementation of
the best methods. Further, a detailed marketing research plan has been carried out to find out to
launch a successful marketing campaign in target market. Lastly, strength and weakness have
also been closely analysed and identified through this report.

REFERENCES
Books and journals
Damen, J. A. and Hooft, L., 2019. The increasing need for systematic reviews of prognosis
studies: strategies to facilitate review production and improve quality of primary research.
Diagnostic and prognostic research. 3(1). pp.1-4.
Heaton, J., 2020. Secondary analysis of qualitative data. SAGE Publications Limited.
Hieu, V. M. and Nwachukwu, C., 2020. Human Resources, Financial Resources and Strategic
Performance: Organisational Policy as Moderator. Quality-Access to Success. 21(175).
Kamins, M., 2018. Deceptive Advertising and Promotional Techniques. World Scientific Book
Chapters, pp.151-174.
Lim, W. M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. 29(5). pp.453-469.
McDaniel Jr, C. and Gates, R., 2018. Marketing research. John Wiley & Sons
Staubmann, H. and Lidz, V., 2018. Discussions on the Meaning of Rationality in Action. In
Rationality in the Social Sciences (pp. 47-51). Springer, Cham.
Wardhana, G. W., 2020. Effect of Marketing Mix on Satisfaction of Customers Indosat. Journal
of Indonesian Science Economic Research. 2(2). pp.1-5.
Online
Marketing mix of coca cola. 2019. [Online]. Available through
:<https://www.marketing91.com/marketing-mix-coca-cola/>.

APPENDIX
Questionnaire
Demographic information:
Name:
Age:
Q.1 Which of the following features you want to be added in the Cocoa Cola New?
 Taste difference
 Packaging
 Same as before
 Low in price
Q.2. Do you expect Coco Cola new should be offer with bigger size than the first launch?
 Yes
 No
 Don’t know
Q3: Do you prefer coca cola brand over other competitors?
 Yes
 No
 Don’t know
Q.4 How often do you buy coca cola products?
 Frequently
 Very often
 Once in a week
 Once in a month
Q.5 Do you prefer to buy coca cola new variant at near stores or online?
 At store
 Online
Q.6. What else do you want to added in the new variant of Coca Cola New?