Marketing & Communications in a Digital World

This report discusses the elements of marketing mix and how they have impacted Coca-Cola's operations. It also covers identifying research requirements and formulating a detailed research plan for a marketing campaign. The report includes a group presentation on marketing segmentation, promotional mix, and product life cycle.

Marketing &
Communications in a
Digital World

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
Part 1- Marketing mix elements......................................................................................................1
Part 2- Identifying research requirements........................................................................................3
Primary sources of research.........................................................................................................3
Secondary sources of research.....................................................................................................3
Part 3 – Formulation of detailed research plan................................................................................4
CONCLUSION................................................................................................................................6
Part 4 – Group Presentation.............................................................................................................6
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing communication can be understood as messages as well as media which are
used by marketers for interacting with their targeted audience in a strategic manner (Chitty and
Et. Al., 2017). It essentially comprises of traditional advertising ways, social media marketing
and sponsorships. Main purpose of marketing communication in a digital world is to stimulate
consumers for changing their perception in regards with a brand, service or product. This can be
made effective by identifying target customers as well as recognize unique value proposition. For
gaining a better understanding about the practices of marketing communication, Coco Cola has
been taken into consideration. It is an organisation which deals with manufacturing of carbonated
drinks and has its headquarters at Georgia, United States.
This project report highlights an understanding about the elements of marketing mix and
how they have impacted on organisation's operations in a positive and negative manner. It also
comprises of knowledge about identification of research requirements in an effective manner.
This also includes formulation of detailed research plan whereby Gantt Charts are also used for
justifying the resource in a strategic manner.
Part 1- Marketing mix elements
Coca-Cola is considered as reputed organisation which posses strong brand loyalty as well as
popularity. Marketing mix is regarded as set of actions as well as tactics which aid an
organisation in promoting a brand or product in a specified marketplace (Costello and Reczek,
2020). Main purpose of marketing mix is to determine a right combination of price, product,
distribution channel as well as promotional techniques which help in gaining competitive
advantage in a specified manner. Elements of marketing mix in relevance with Coco Cola are
mentioned below:
Product- It can be understood as item or commodity which is offered to customers in
return of receiving specified price (Fill and Turnbull, 2019). In context to Coca- Cola, first bottle
is launched by them in 1886. Design of Coco-Cola first bottle was appreciated world-wide as
well as considered as iconic classic design. Its main feature was that a liquid is combines with
carbonated water for creating a delicious drink. However, it has also contain some chemicals for
making it refreshing which is a negative element of this drink.
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Price- It is considered as vital aspect regarding determination of what price customers are
ready to pay for a specified product (Fill and Turnbull, 2016). In accordance with Coco-Cola, it
was sold with a nominal price of 5 cents and an average of 9 bottles get sold in a particular day.
At the initial launch of their product, they use phycological pricing technique through analysing
customer behaviour which provide immense benefits to them. However, this affect negatively
them in long run.
Place- It refers to the location whereby customers procure products or avail a service in a
specified manner. In regards with Coca Cola, at initial level of their launch they offers their
products at their physical stores in the form of syrup, bottles were came in later years. People
like to taste it unique drink which led to increase their sales provides varied benefits to them.
Whereas, it impacted on a negative basis due to lack of online channels.
Physical evidence- This can be understood as proof which assures customers about the
quality of offered services and products (Giyazova and Zayniev, 2020). In relevance with Coco
Cola, customers are given proof of purchase through invoice, their promotions tools in an
effective manner. Quality of their drink is appreciated by masses which is a positive aspect for
them. However, addition of chemicals lowers their quality and also creates negative image
among masses.
Process- It is imperative for organisations to formulate a smooth, customer-friendly as
well as effective journey of customers through streamlining their varied processes in an effective
manner (Patti and Et. Al., 2017). In relevance with Coco-Cola, managers have developed their
distribution channel very well at the initial product launch which is considered as benefit for
them. Whereas, lack of human resources management and proper marketing channels at the
initial stage of operations led to create challenge for them.
Promotion- This element of marketing mix is concerned with communicating messages
to customers informing about products and services. In regards with Coco-Cola, they have used
traditional tools for advertising their products art initial level such as handouts, billboards,
television adverts which benefits them in reaching to significant population. However, these
traditional methods are time-consuming and not cover the masses.
People- They are considered as important aspect of marketing mix as they represent the
organisation through making interactions with their people in terms of enquiries, queries and
complainants in an effective manner. In accordance with Coco-Cola, they have a little human
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resources at their initial launch of product which is negative aspect for them. While, with little
workforce they were able to manufacture millions of products in an effective manner.
Part 2- Identifying research requirements
Market research can be defined as practice whereby marketers evaluates the feasibility in
respect to a new product or service as this is conducted directly with the aid of customers
(Rossiter, Percy and Bergkvist, 2018). This specified research is undertaken for developing a
market campaign for relaunching their product in an effective manner. For preparing their
marketing campaign, managers of Coco-Cola conduct research by involving their customers as
well as employees in a strategic manner.
Primary sources of research
Primary research can be understood as a methodology which is used by researchers for
gathering data in regards with first-hand (Schultz, 2020). Types of primary research methods in
relevance with relaunch of Coco-Cola product are mentioned below:
Interviews- These are considered as vital whereby huge amount of information is to be
collected from a sample data set in an exponential manner. This can be used by managers of
Coco-Cola for gaining understanding about their employee's thinking regarding their relaunching
project.
Surveys- These are conducted through using virtual channels and contains pre-framed
close-ended questions which needs to be answered by respondents in an effective manner (Van
Kerrebroeck, Brengman and Willems, 2017). It can be used by managers of Coco- Cola as this
would help them in recording information from large population in an effective manner
regarding their perspective.
Focus groups- These method is used for gathering data from small set of population who
are often experts in their field. These should not be used by managers of Coco-Cola as for this
they need experts view which can also be taken from past researches or secondary sources.
Secondary sources of research
Secondary research can be explained as summary, collation as well as synthesis in
regards with existing research for performing analysis of data sets in an effective manner
(Vredenburg and Et. Al., 2018). Types of secondary research methods in accordance with Coco
Cola are as follows:
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Organisational data- Information which can be assessed through the aid of using
previous data is considered as reliable and can be used for making decisions effectively. In
regards with Coco-Cola, organisational data sets can be used by managers for analysing their
previous records for relaunching their product.
Information sets from government archives- Government agencies provides information
regarding statistics, population and other related aspects. This information sets can not be
considered as helpful for Coco-Cola as these consists of large data whose analysis is a
complicated task to perform in a strategic manner.
Internet websites- These are considered as valuable source of collecting secondary data
for making any critical decisions in an effective manner. Through internet, social media sites can
also be assessed for analysing feedbacks as well as reviews of people by managers of Coco-Cola
for their product relaunch.
Part 3 – Formulation of detailed research plan
A research plan is considered as vital which aid investigators in identifying and defining
problem statement, outlining the research project and achieving research projects in a strategic
manner. This research is conducted for developing a marketing campaign for relaunch of Coco-
Cola product. Research plan in relevance with relaunching of Coco-Cola product is as follows:
Describing problem statement- This research plan is prepared for overcoming the
problem of formulating a marketing campaign for the relaunching of their Coco-Cola product.
Setting Objectives- It is desirable for marketers of Coco-Cola to set the objectives in
accordance with developing an effective marketing campaign. Objectives which can be set by
managers of Coco-Cola are as follows:
 To develop an effective marketing campaign
 To ascertain the data sets and techniques used in this research To ascertain marketing segments and mix for marketing campaign in order to relaunch
their initial product.
Determining methods for conducting research- It is imperative for organisational
managers of Coco-Cola to determine the methods which can be used by them for conducting the
research effectively. For conducting this research, managers needs to analyse customer
perspectives, their taste, market conditions, their competitors, analyse smooth running of their
established products and many more. Organisational managers conduct interviews and use
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internet websites for collecting qualitative data. Whereas for collecting quantitative data sets,
they can use surveys through questionnaire in an effective manner.
Establishment of a specified timeline- Organisational managers should work by keeping
the timeline in mind while planning to develop their marketing campaign. This timeline is
followed throughout the project for getting success in a timely manner. Managers of Coco-Cola
use Gantt Chart for setting up of a specified timeline which is mentioned below:
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Presenting of the findings- It is desirable for organisational managers to present their
findings for developing their plans in regards with formulating a marketing campaign in an
effective manner. It is desirable for organisational managers to have an understanding about their
mistakes which they have done at their initial launch. It is imperative to them to adopt digital
marketing channels. It has been seen that biggest strength of Coco-Cola is their unique television
adverts which led masses to gets attracted towards the brand in a strategic manner. Their
weakness is regarded as their controversy which is related to their advertisements and
manufacturing processes of their products.
It has been recommended to managers of Coco-Cola to perform their research in an
effective manner on a timely basis due to changes in the market dynamics, taste and preferences
of consumers in an effective manner. It is imperative for them to use varied practices for
enhancing their advertisements and adopt digital channels for strategic promotion of their
marketing campaign. They should also operate their operations in regards with sustainable
practices for enhancing their brand awareness in an effective manner.
CONCLUSION
From the above mentioned information, it has been assessed that communication plays an
important role in marketing activities in relation to an organisation. Marketing mix is considered
as important for organisational managers as it aid them in formulating varied strategies in an
effective manner. It is imperative for organisational managers to gather qualitative as well as
quantitative data for analysing varied aspects such as consumer behaviours, taste and
perspective.
Part 4 – Group Presentation
Slide 1
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Slide 2:
Slide 3:
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Speaker Notes
It focuses on how marketers communicate a desired message to their targeted audience in an
effective manner. This presentation comprises of understanding on how a detailed marketing
campaign which can led to commercial success.
Slide 4:
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Speaker Notes:
For determining segmented market, managers of Coco-Cola should formulate strategies for
choosing from geographical, demographic and behavioural patterns in a strategic manner.
Company should make variations by considering changing customer needs in an effective
manner. Successful marketing segmentation will help them in enhancing marketing campaign by
reducing the risk of transferring information to uninterested consumers.
Slide 5
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Speaker Notes:
Marketing Mix of Coco-Cola in relevance with their relaunch product is as follows:
Product- This element is essentially concerned with customer needs and problems which needs
to be solved by companies by bringing essential modifications in an effective manner. At their
relaunch, managers of Coco-Cola will reprimands the taste and bottling style of their first
product with some variations. Reprimanding old memories through their product act positively
regarding their brand.
Price- This is concerned with the pricing strategy which is adopted by an organisation for selling
their products and gaining competitive advantage. Managers of Coco-Cola can adopt competitive
pricing strategy for relaunching their product in a strategic manner. This would affect positively
in increasing the sale of their product.
Promotion- It is concerned with using advertising and promotional tools for marketing a
specified product or service. Managers of Coco-Cola can use digital technologies as well as
social media platform in a significant manner for effective marketing of their product which
impact positively in generating brand awareness among masses.
Place- It is concerned with location which is used by organisational managers for displaying
their products in an effective manner. In context to Coco-Cola, they can use online channels as
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well as their official websites in addition to physical stores for making their new product reach to
large population.
Slide 6:
Speaker notes:
Elements of promotional mix in relevance with Coco-Cola are as follows:
Advertising- For advertising their product, managers of Coco-Cola uses unique television
advertisements, social media posts, upload reviews and feedbacks from customers on official
website.
Public relations- This can be developed by managers of Coco-Cola by generating media
coverage, engage in charity events and hosting special events in a strategic manner.
Direct marketing- These activities encompasses of ordering a product, visiting store which can
be adopted by managers of Coco-Cola for making their marketing campaign a success.
Slide 7
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Speaker Notes
Product life cycle of Coco- Cola are mentioned below:
Introduction stage- Coco-Cola first introduced their product in 1886 which was served in glass
as a syrup rather them bottles.
Growth stage – At this stage, managers of Coco-Cola bring innovations and variations in their
taste as well as flavours. They also collaborate with bottling companies for making their products
perfect.
Maturity stage- This is the stage where the company exist now due to their wide range of
product portfolio. This is the stage when it has high poularity as well as customer loyalty.
Declining stage- This stage will be come when existence of their products gets vanished from thr
market.
Slide 8:
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Speaker Notes
Weakness in regards with marketing campaign is lacking in adoption of digital marketing
activities as well as obsolete pricing strategy. This would impact marketing campaign for
relaunching of product in an effective manner.
Slide 9:
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Slide 10:
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REFERENCES
Books and Journals:
Chitty, B. and Et. Al., 2017. Integrated Marketing Communications with Online Study Tools 12
Months. Cengage AU.
Costello, J. P. and Reczek, R. W., 2020. Providers versus platforms: Marketing communications
in the sharing economy. Journal of Marketing. 84(6). pp.22-38.
Fill, C. and Turnbull, S., 2019. Marketing communications: touchpoints, sharing and disruption.
Pearson.
Fill, C. and Turnbull, S. L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Giyazova, N. B. and Zayniev, A. A., 2020. Types of marketing communications and their
classification. In International scientific review of the problems of economics, finance
and management (pp. 32-38).
Patti, C. H. and Et. Al., 2017. Improving integrated marketing communications practices: A
comparison of objectives and results. Journal of marketing communications. 23(4).
pp.351-370.
Rossiter, J. R., Percy, L. and Bergkvist, L., 2018. Marketing communications: Objectives,
strategy, tactics. Sage.
Schultz, D. E., 2020. From Advertising to Integrated Marketing Communications. In A Reader in
Marketing Communications (pp. 10-40). Routledge.
Van Kerrebroeck, H., Brengman, M. and Willems, K., 2017. When brands come to life:
experimental research on the vividness effect of Virtual Reality in transformational
marketing communications. Virtual Reality. 21(4). pp.177-191.
Vredenburg, J. and Et. Al., 2018. Woke washing: What happens when marketing
communications don't match corporate practice. The conversation.
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