Marketing and its components

This report explains the different components of marketing, including digital and social media marketing, communication mix, and marketing mix. It also explores the effectiveness of social media marketing and different models of digital marketing. The report uses Red Bull energy drink as an example to illustrate different aspects of marketing.

Marketing and its
components

Table of Contents
PART 1............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Explanation of marketing for a business.....................................................................................3
Application of marketing and communication mix in a business...............................................3
Brief overview of digital marketing............................................................................................5
Definition of social media marketing..........................................................................................5
The significance and importance of digital and social media marketing....................................5
PART 2............................................................................................................................................6
MAIN BODY...................................................................................................................................6
The two major examples of social media content with justification related to their relevance. .6
Models of digital marketing........................................................................................................9
Reasons behind effectiveness of social media marketing...........................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................12

PART 1
INTRODUCTION
Marketing plays an important role in a business by defining different standards of selling
business products to a specific number of customers. In today's competitive world marketing is
considered as a major function of business which is helpful in business growth as well as in
generating revenue for the business (Azimzadeh, 2018). In this report different components are
explained in a specific manner. This report also contains explanation of digital and social media
marketing along with their importance. In this report application of communication and
marketing mix are also explained in a precise manner. In this project example of Red Bull
energy drink is taken into consideration for better understanding different aspects of marketing.
Red Bull energy drink is a world-wide famous beverage which was founded in Austria in the
year 1987
MAIN BODY
Explanation of marketing for a business
In context of a business marketing is considered as a major function which uses different
methods and techniques that are essential in business development. Marketing performs various
operations which are essential for business growth by increasing sales turnover of the company.
The marketing department is considered as a backbone of every organisation which is helpful in
increasing efficiency and effectiveness of a business. In marketing there are various tasks and
activities which are allotted to different employees in order to sell different products and services
at the marketplace (Fayed, 2021). Marketing also uses scientific techniques and models which
are helpful in overall development of the organisation. In recent times marketing has emerged as
a major art that is also useful in overall development of a business. Many companies like Red
Bull energy drink gives extra focus on marketing department in order to develop different
functions and activities.
Application of marketing and communication mix in a business
Marketing mix

The technique of marketing mix is very much essential in business growth as it analyses
different dimensions which are necessary for increasing sales of the company. The marketing
mix is a major technique which includes different factors which are mentioned below:
 Price- The price is important factor which is a part of marketing mix and is useful in
determination of cost after adding profit. Price is necessary part of a business which
defines the exact value of product. Red Bull energy drink company try to formulate
effective price for its product in order to provide best customer related solutions.
 Place- The place is considered as choosing appropriate geographical location for
conducting the business. It is important for a business to decide proper place for selling
products and services in order to gain attention from large number of customers.
 Product- Product is the final output produced by a company which is generally referred
as commodity. It is essential for a company to develop quality product in order to provide
best commodity to different customers (Gomes, 2020). Red Bull energy drink provides
effective products with utmost quality in order to increase profit of the company and
increase customer satisfaction.
 Promotion- In marketing mix promotion is a technique which is helpful in providing
circulation of information about company's product at the marketplace. The companies
try to publish attractive advertisement and publicity in order to promote different
products at the marketplace.
Communication mix
In marketing department of a business, communication mix is an essential technique
which is used by a business firm to share information about a particular product. The
communication mix uses different platforms which are essential in passage of crucial
information about a particular product to potential customers. The art of communication mix is
also practised by Red Bull energy drink to attract target customers. Examples of communication
mix are mentioned below:
 Advertising
 Product
 Direct marketing
 Websites
 Events

 Exhibitions
 Packaging
Brief overview of digital marketing
Digital marketing includes use of advanced computer systems and software in marketing
activities to perform marketing related operations in a quick manner. Most of the companies in
international and national market are involved in development of different products with the help
of digital marketing to gain competitive advantage. Traditional business organisations are
shifting to digital business in order to perform accurate and quick operations. Red Bull energy
drink is also involved in performing digital marketing related operations in order to perform
different operations in a smooth manner.
Definition of social media marketing
In recent times most of the multinational companies are taking support of social media
marketing to reach different customers. The social media marketing is a way of performing
advertisement over social media in order to gain attention of customers throughout the globe in a
short period of time (Gupta, 2019). Many companies use social media marketing in order to
achieve different organisational sales related goals in a short span of time. Face book, Instagram
and twitter are major social media websites which are used by different companies in order to
develop business and increase profit.
The significance and importance of digital and social media marketing
In today's competitive world it is necessary for a business to chose digital and social
media marketing in a systematic manner to develop competency edge. The importance of social
and digital media marketing is explained below:
 The digital and social media helps a business to reach target customers in a quick
time.
 In era of stiff competition between different companies digital and social media
marketing are helpful in providing accurate operations with the help of advance
software.
 Social and digital media marketing are also helpful in increasing sales turnover of a
company which automatically maximise the profit of a company.

 The digital and social media marketing are also helpful in overall development of a
business.
 Social and digital media marketing are also helpful in increasing competitive
strength and development of business in a precise manner.
PART 2
MAIN BODY
The two major examples of social media content with justification related to their relevance
Social media content is important part of a business which helps in growth of a business
entity and is also helpful in providing effective marketing solutions to a business. The two main
examples of social media content are mentioned below with explanation:
 Videos-Many companies in the stiff business environment takes support of videos as a
major social media content. In videos a company formulates advertisement of products
and services with attractive graphics. Most of the consumers throughout the globe are
attracted with the help of different videos (Martinez, 2019). In recent times major global
companies like Red Bull energy drink takes support of videos in a precise manner. The
company mainly hires professional IT experts who formulates effective videos on the
basis of current advertisement related enquiries of different customers. Marketing
department of major companies takes assistance from different companies which are
effective in making essential videos for business development.
 Posters- Poster is an example of effective social media content which is beneficial in
providing business development in a quick manner. Many companies prepare attractive
posters with the help of skilled marketing employees to gain maximum customers for the
business. It is the major responsibility of marketing management to develop effective
posters at the marketplace. The posters are mainly developed by trained staff of
marketing management in order to gain growth in sales turnover ratio. Many companies
in global market are dedicated to provide effective solutions to different business entities
by providing effective solutions for the poster making. These companies charge a specific
amount from major companies in order to prepare an attractive poster.

Illustration 1: Red Bull Marketing Campaign, 2021

Illustration 2: Marketing poster of Red Bull, 2020

Models of digital marketing
In the field of digital marketing there are various models which helps a business to grow
rapidly at the marketplace. The different models in field of digital marketing are explained
below:
 Race planning- This model is universally adopted model in the field of digital marketing
and is used by many different companies. The race planning model is developed by
Smart insights and is also helpful in business performance encouragement. This model
contains five different stages that are Plan, reach, act, convert and engage. These stages
are followed by a business to achieve organisational goals in a set period of time.
 Technology acceptance model- In the field of digital marketing this model is helpful as
it adopts latest technology for performing different business operations. The model is
effective at the marketplace as it uses various aspects of new technology to perform
marketing related operations.
 McKinsey's consumer decision journey- This is a major model in the sector of digital
marketing which is helpful in business growth by understanding needs of different
customers (Sample, 2020). It is important for a business to understand consumer
behaviour for maximising sales operations.
 Honeycomb model- The honey comb model is a framework that is related to social
media usage in different organisations. This model gives focus on social media related
functions in order to reach potential customers in a short period of time. The honey comb
model invites marketing management to develop perfect strategy for conducting social
media related operations.
Reasons behind effectiveness of social media marketing
Nowadays, it is compulsory for a company to take assistance of social media marketing
to increase overall profitability of the business. Many companies in today's world are taking
support of social media marketing in order to reach out different customers (Sayil, 2019). It is
major responsibility of a business to develop a precise approach at the marketplace in order to
gain support of different customers. The different reasons behind effectiveness of social media
marketing are explained below:
 Accuracy- The social media marketing provide accuracy in relation to different
operations in order to gain market growth. The advertisement and publicity which is

achieved through social media is also helpful in development of smooth operations.
Many companies in global and domestic market takes support of social media marketing
in order to achieve development in a short span of time.
 Less time consuming- Operations related to social media are less time consuming and
specific in reach out large number of customers throughout the globe. It is the major
responsibility of marketing management to focus on social media advertising in order to
save time associated with different marketing functions.
 Low cost involvement- The cost involvement in social media advertising is also very
low which is a major advantage to the company (ZELISKO, 2020). In traditional form of
marketing time consumed is very large and hectic that creates a pressure on marketing
department. Many companies in global market achieves sales target with minimum cost
incurred through the use of social media.
 Less or minimum efforts- Social media advertising is also helpful in completion of
different organisational goals and require less efforts. It is one of the major advantages of
social media advertisement which is used by different multinational companies like Red
Bull energy drink.
CONCLUSION
From the above discussion it can be concluded that marketing is a major activity which is
essential in business development and helpful in facilitating all departments of a business. This
report concludes that digital marketing is playing critical role in overall development of business
these days. Social media platforms are also helpful in increasing competitive strength of the
company. This project concludes that it is essential for a company to give extra focus on social
and digital media marketing in order to develop advertisement and publicity of a company. This
project also concludes that it is compulsory for a business to take support of social media
marketing and different marketing campaigns to facilitate business growth in a quick manner.

REFERENCES
Books and Journals
Azimzadeh and Seyed Morteza, 2018, May. Market research in sports businesses: Creating
entrepreneurial marketing and brand image in the minds of customers. In 11th International
Congress on Sport Sciences.
Fayed, A.E., 2021. Evaluation of the Impact of Using Electronic Marketing in Marketing Illegal
Products by Applying to Marketing of Digital Drugs in the Kingdom of Saudi
Arabia. International Journal of Business and Management, 14(2), pp.1-66.
Gomes, E., Sousa, C.M. and Vendrell-Herrero, F., 2020. International marketing agility:
conceptualization and research agenda. International Marketing Review.
Gupta, G., 2019. Inclusive use of digital marketing in tourism industry. In information systems
design and intelligent applications (pp. 411-419). Springer, Singapore.
Martinez, E.L. and Fernandez, F.J.B., 2019. Economics of production, marketing and utilization.
In Corn (pp. 87-107). AACC International Press.
Sample, K.L., Hagtvedt, H. and Brasel, S.A., 2020. Components of visual perception in
marketing contexts: A conceptual framework and review. Journal of the Academy of Marketing
Science, 48(3), pp.405-421.
Sayil, E.M., Akyol, A. and Golbasi Simsek, G., 2019. An integrative approach to relationship
marketing, customer value, and customer outcomes in the retail banking industry: a customer-
based perspective from Turkey. The Service Industries Journal, 39(5-6), pp.420-461.
ZELISKO, N., KOLACH, S., MAGIJOVYCH, R. and VASYLYNA, O., 2020. INFLUENCE
OF MARKETING INSTRUMENTS ON THE FORMATION AND USE OF MARKETING
POTENTIAL OF AGRICULTURAL ENTERPRISES. Scientific Papers: Management,
Economic Engineering in Agriculture & Rural Development, 20(3).