Marketing and Communication in Digital World

Marketing and
Communication in
Digital World

Table of Contents
Introduction......................................................................................................................................3
Task One- Elements of Marketing mix......................................................................................3
Task Two- Identify research requirements................................................................................4
Task Three- Create a detailed research plan..............................................................................6
Conclusion.....................................................................................................................................14
REFERENCES..............................................................................................................................15

Introduction
Marketing is the aspect of promoting the products and services of the company so that
they can increase the overall sale of an organisation and digital marketing play an significant role
in the success of the company as it offers the advance and innovative techniques of sales
promotion which includes search engine optimization, content writing and many more. Effective
communication among their employee and the employers make the easy achievement of the
business goal(Navarro del Toro, 2021). Coca-Cola is the chosen organisation for this report, It is
the multinational beverage corporation and its headquarter is in Atlanta, Georgia. It is interested
in manufacturing, retailing the non-alcoholic beverages. An organisation is planing to relaunch
this product by evaluating the marketing mix and methods of market research used in the
business. Moreover, this report will frame the marketing plan to carry out research with
analysing the strength and weakness of the research and the findings.
Task One- Elements of Marketing mix
Marketing-Mix is the foundation for the business model that is centred with product,
place, price, process, promotion, physical evidence and people. It is the set of actions which is
used to to promote its brand or the product in the market. In the context of Coca-Cola, the
marketing-mix is explained as follows:
Product- It is the item through which the company establish themselves in the market
and Coca-Cola is having the wide product portfolio of 500 sparkling and still brands (Lakshmi
and Santhi, 2019). The company is offering more than 3,900 beverages and Coca-Cola is the
leading products that having world recognized and valuable brands. Some products are diet coke,
Minute maid, Fanta etc.
Place- It is the geographical location where the company is operating their business and
Coca-Cola is selling their products 200 countries in 6 operating area includes Latin, Europe,
America, Pacific, Eurasia&Africa. Coca-Cola make the sale of 1.9 billion servings each day.
Price- It is the cost on which the company is selling their products in return of specific
prices. Coca-coal is using the competitive pricing strategy to get the competitive advantage I

order to be a market leader. Bulk buying of the products may reduce the price of the products
and consumer can make the easy purchase of them.
Promotion- It is the aspect by which company advertise their goods and services so that
they can attract the large group of customer in order to increase the sale of the company(Kumar
and Singh, 2019). Coca-Cola is using the both the method of promotion traditional and the
modern channel to promote the goods and services of the company. They have launched its taste
the felling campaign in 2016 which involves all of its brands.
People- It is concerned with the employees that are working towards attaining the
organisational goal. Coca-Cola is working with large pool of workforce and focuses of strategic
human resources management so that employees can get their desired career goal and the
satisfaction of job.
Process- It is the techniques and the methods through which the company is
manufacturing their products and services(Kannan, 2017). Coca-Cola is selling the concentrates
and syrups that produce in their concentrate operations with the help of their bottling partners
then they produce the final product to the customers worldwide.
Physical Evidence- It is the concerned with the infrastructure of the company and Coca-
Cola is operating with manufacturing units, headquarters and the other regional offices across the
globe. Apart from them, they are dealing in retail stores and logo of the company is visible on the
packages that meets the advertisement requirements.
Task Two- Identify research requirements
For conducting the respective research, Marketers do the market research by using the
different methods and techniques so that they can analyse the variables of the market and take
the appropriate decision accordingly in order to establish a good brand image in the market. In
context of Coca-Cola, the company is using the various methods of market research in order to
relaunch its products that is explained as follows:
Primary research- It is the type of data collection in which the individual goes directly
to a source and gathered the raw data from the real prospective of customers in the target market.
This will help in getting the authentic information of the market by asking the general questions
for the large pool of audience(Gbadamosi, 2021).
It can be done by having interview, surveys, questionnaires and focus group.

 Interview- It is the structural conversation in which the interviewer ask the certain
questions to the interviewee in order to understand the verbal and the non-verbal
behaviour of the individual.
 Surveys- It is method of data collect from the predefines group of people in order to get
the prospective opinions. Respondents give the information based on their insights and
interest(Dahiya, 2018).
 Questionnaires- It is the research instrument that consist of set of question to be asked in
order to get the prospective response from them.
To carry out this research project, questionnaires is framing in order to get the actual
prospective of the customers. This helps in getting the real prospective of the large pool of
respondents. Quantitative research is being used in this research so that it will be easy to collect
the relevant data in order to carry out the research.
Secondary research- It is the method of data collection in which the researcher used the
information or the data which is previously used by others or published by others. It includes
articles, magazines, books and Journals. This helps in getting the work within the set time frame
and does to incurred huge cost that makes the process of data collection. Fore this respect report,
Books and Journals is being used in order to get the data and information.
Sampling- This is the process of using the statistical analysis by using the predetermined
observations taken form the large group of population. For this respective report, 20 respondent
has been taken and they are the potential customers form the large market which give their real
suggestions and feedbacks.
Questionnaires
1. What are the benefits, you have gained after buying the products of Coca-Cola?
a) Helps in weight gain
b) Helps in treatment of stomach blockage
c)Other
2. What is the main purpose of preferring the products of Coca-Cola?
a) Brand value
b) Refreshing quality
c)Nice sweet flavour
3. What are the further improvement, you are expecting from the company?

a) Packaging changes
b) New flavour
c) Discounted rates
4. Do you have proper knowledge about the specifications of the products?
a) Yes
b) No
5. Are you satisfied with the pricing strategy of Coca-Cola?
a) Yes
b) No
6. Which marketing strategies will be more suitable for the Coca-Cola?
a) Advertisement
b) Social media
c) Direct marketing
Task Three- Create a detailed research plan
Theme.1 Benefits of buying the products of Coca-Cola.
What are the benefits, you have gained after buying the products of Coca-Cola? Frequency
a) Helps in weight gain 10
b) Helps in treatment of stomach blockage 5
c)Other 5