Marketing and Communications in a Digital World

Marketing and
Communications in a
Digital World
Contents

INTRODUCTION ..........................................................................................................................3
Part 1................................................................................................................................................3
Marketing mix elements..............................................................................................................3
Part 2................................................................................................................................................5
Identifying research requirements ...............................................................................................5
Part 3 ...............................................................................................................................................6
Formulation of detailed research plan..........................................................................................6
CONCLUSION ..............................................................................................................................7
REFERENCES...............................................................................................................................8

INTRODUCTION
Marketing and communication in the digital world plays an important role in the success and
profitability of the company (Benson, 2022). Digital marketing is widely used by the managers
of the organisation in order to promote their product, services and brand image in the market to
the many customers all over the world. Marketing communication main propose in he digital
world is to give the brand, product and service awareness to the large number of customers
worldwide. The managers of the company can easily recognize unique proportion of value and
identifying target consumers. For the better understanding of marketing and communication in
the digital world, Coco Cola is taken into consideration. This company deals with the
manufacturing of the carbonated drinks and it is based in Georgia, United States.
The above report covers the an understanding the elements of marketing mix and its
impact on the operations of the company in a positive and negative way. Along with this it also
highlights detailed research plan formulation.
Part 1
Marketing mix elements
The Coca Cola is a reputed and well known company which have a strong brand loyalty
and popularity. Marketing mix is the set of action and tactics which helps the businesses in
promoting their product, service and brand in the particular and targeted market (Dunakhe and
Panse, 2021). Marketing mix main purpose is to analyse the right combination of product, price,
promotional techniques as well as distribution channel. It is going to aids in gaining sustainable
competitive advantage over others in the market or same industry. Marketing mix elements in
reference to Coco Cola is given below:
 Product: The product refers to the commodity or item which is offered to the people in
order to receive some particular amount of price in return. In reference to Coca Cola,
their first bottle is introduced in the market by them in year 1886. The design of the
first bottle of Coca Cola is considered as iconic classic design as well as appreciated all
over the world. Drink main feature was that the liquid along with carbonated water is
combined in order to make a delicious drink. It also have some negative impact as it is
made with some chemicals for making the drinks refreshing.