Marketing & Communications in a Digital World

This presentation discusses the importance of marketing and communication in the digital world for the growth of businesses, using Coca Cola as an example. It covers marketing segmentation, marketing mix, product life cycle, and marketing research. The presentation concludes with recommendations and references.

INTRODUCTION
Marketing campaigns are one of the major factors that enhances
the productivity and profitability of the businesses. In this digital
world marketing and communication becomes even more significant
to remain competitive in the market. To identify the opportunities
marketing plan is combined with research plan(Stead, and
Hastings, 2018). In context to the Coca Cola company, it is a soft
drink manufacturer which was founded by John Pemberton in the
year 1886 in Georgia, US. This presentation includes the marketing
segmentation and marketing mix element. It further explains the
product life cycle and market research. At last, the conclusion of
entire report along with references given.

MARKETING SEGMENTATION
In case of market segmentation Coca Cola is a successful brand.
Market segmentation is basically segregating the market or
customers according to their income, age and geographic
location(Wong, 2020). The company changes its products according
to customers need.
 Demographic segmentation: In this market segmentation,
company target the customers on the basis of age, occupation,
gender etc. Such as the company introduced various flavors for
children and similarly with young customers.
 Geographical segmentation: It includes geographical location of
customers such as regions, country etc. The company changes
the taste of its product as per the people living in different region
or country. Taste varies due to regional differences.

MARKETING MIX
The company uses aggressive marketing tactics through advertising. Marketing mix helps to define
the marketing strategy(Nghiêm-Phú, 2022). It can be further explained using several Ps of
marketing mix as follows:
 Product: The company has wide range of choices in beverages which includes fruit juice,
energy drinks, diet category and many more. It also includes Coca Cola, Fanta, Coca Cola life,
Minute maid, Sprite, Diet Coke, Fresca, Coca Cola Zero and many more known brands.
 Place: The company uses extensive kind of beverage distribution system in which the Coca
Cola products are being sold in over 200+ countries. The company sells nearly 2 billion servings
every day. The company work closely with restaurants, stores and movie theatres to sell Coca
Cola product to its customers.

 Price: The company uses discriminative kind of pricing strategy.
Large buyers of Coca Cola products charged with low price as
compare to buyer of single product.
 Promotion: As the competition in the market is heavily
increased in soda industry. The company spends high on
marketing the product in order to drive sales. The company is
adopted various medium of marketing like print media, direct
marketing and social media marketing.

PROMOTIONAL MIX
• Promotional mix is a part of integrated marketing communication which is used
to promote the products of the company in order to increase sales
profit(Ekanem, 2021).
• The company promotes it products with the help of aggressive marketing
strategy.
• It uses various promotional such as TV ads, associating with Mc Donald’s and
Dominos, building high brand visibility and partnering with various sport events.

PRODUCT LIFE CYCLE
Product life cycle is basically a process which defines the life cycle of product when it is introduced to customers until
it wiped out from market(He, Luo and Huang, 2019). The concept of Coca Cola product life cycle divided into four
stages in which the company is currently at maturity stage.
 Introduction stage: The Coca Cola product was first introduced in the year of 1886. In May, 1886 the first bottle
of Coca Cola introduced. After relaunch products get more popularity.
 Growth stage: The company was on this stage when it is added various innovations and flavors in the existing
product.
 Maturity stage: The company is currently on this stage and it will remain at this due to varying product portfolio.
There are many products of Coca Cola available in the market.
 Decline stage: It is the last stage in which the product is completely removed from the market.

MARKETING RESEARCH
Marketing research is a basically a process of analysing and identifying the market in order
to check the feasibility of the new product development. It helps to identify the target market
to introduce the product. The market research of the company carried out using the
following methods as:
 Interviews
 Surveys
 Public libraries
 Government agencies
 Web

CONCLUSION
After conducting research and analysing the above mentioned report, it is concluded that how
marketing and communication in digital world required for growth of the Coca Cola. It specifies
the marketing mix elements of the company with the help of seven Ps and the research
requirement. It also includes the research plan with the help of Gantt Chart along with
recommendations. In the presentation section, it is concluded that how marketing is important in
context to Coca Cola company. It further explained about the marketing and promotional mix
along with how product is gone through various stage of product life cycle and the marketing
research.

REFERENCES
Ekanem, U.A., 2021. A Critical Analysis of Promotional Mix Element and Organizational Performance in
Champion Brewery Plc, Uyo. European Journal of Business and Innovation Research, 9(4), pp.11-
23.
He, B., Luo, T. and Huang, S., 2019. Product sustainability assessment for product life cycle. Journal of
cleaner production, 206, pp.238-250.
Kim, M.S. and Kim, J., 2018. Linking marketing mix elements to passion-driven behavior toward a brand:
Evidence from the foodservice industry. International Journal of Contemporary Hospitality
Management, 30(10), pp.3040-3058.
Konecka, A.J., 2018. The marketing strategy plan of the company Brain Embassy (Doctoral dissertation,
Katedra Innowacyjności i Przedsiębiorczości).
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of Social
Marketing.

Nghiêm-Phú, B., 2022. Customers' perspectives on marketing mix elements in social media-based
purchases. International Journal of Internet Marketing and Advertising, 16(1-2), pp.81-97.
Nunan, D., 2020. Research priorities for data, market research, and insights. International Journal
of Market Research, 62(2), pp.121-123.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance right.
In Social Marketing (pp. 29-43). Psychology Press.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance right.
In Social Marketing (pp. 29-43). Psychology Press.
Wong, J.T., 2020. Dynamic procurement risk management with supplier portfolio selection and
order allocation under green market segmentation. Journal of cleaner production, 253,
p.119835.

Thank You