Roles and Responsibilities of Marketing Function | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |

| ||| |MARKETING ESSENRIALS| | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |

MARKETING
ESSENRIALS

Table of Contents
Explanation of Key Roles and Responsibilities of Marketing Function
P2. Roles and responsibilities of marketing relate to the wider
organisational context.....................................................................................................4
Explanation of Key Roles and Responsibilities of
Marketing Function
Marketing is considered as an essential business activity that
helps an organisation in fulfilling business activities of the company so
that organisational goals can be attained effectively. In context of Coca
Cola, it can be said that marketing function of the company helps its
management team in build up appropriate relationship with the
customers. In order to support the statement, it can be said that
marketing department helps business organisation in understanding
actual demand of the customers. This analysis helps them out in
modifying their products as well as services according to the customers
requirements. As a result, it becomes easier for company to fulfil need
and requirement of customers effectively. By evaluating this, it has been
analysed if company has satisfied customers then there sales
performance will never decline. As a result, the profitability of the
company will be enhanced effectively. It has been further analysed that
there are certain different marketing concept which are helpful in
finding out current and future trends of marketing. Some essential
concept of marketing are stated as below:
 Production Concept: It is seen as the oldest concept of
marketing which was developed in the year 1950s at the
starting time of capitalism. In past decades, main concept of
marketing was relying production that means manufacturing
and then offering of products at market place. The main thought
behind this concept was that organisation can easily improve its
profitability by increasing its sales with the high production as
with high production cost of product directly reduces. At earlier
time, this concept was getting preference from business
organisations effectively.

Product Concept: In this marketing concept, main focus of
companies in previous time was to develop effective products
with unique feature so that it can easily grab attention of
customers. Along with this, it can be further said that if quality
of product is high then customers easily accept them which
ultimately increases its sales performance. In addition to this, it
can be further said that according to this concept marketing of
products and services can be effectively done introduction new
features with high quality in the products.
 Selling Concept: This concept mainly emphasis on selling the
products at marketplace without analysing other factors. In this
main focus of the company is on large scale selling of products
and services.
 Marketing Concept: In this concept main focus of organisation
is to identifying different strategies by which business
organisation can easily fulfil needs and requirements of
customer in effective manner. Here main target of marketing
team is to sell right product to right customer so that their sales
of company can be maintained for longer period of time.
With reference to the current scenario, it has been analysed that
from overall concepts it has been analysed that for Coca Cola marketing
concept is best which helps them in successfully attaining their
organisational goals and also enhance their profits in effective manner.
Apart from this, there are certain current and future
marketing trends related to marketing that are stated as below:
Current Trends:
 Content Marketing: It is seen as one of the essential marketing
trend which is currently used by business organisations. In
context of Coca Cola, it has been analysed that content
marketing is best suitable for this company as with this the
marketing team can easily convey their message to customers
which leads to enhancement of profits. Along with this, the
company also enhances their marketing activities with effective
content.
 Social Media: Social Media is one among the latest
marketing activities which are used by business
organisation for promoting their products and services in
effective manner. In context of Coca Cola, it can be said
that marketing team of this company could promote its
products and service through social media as it has
billions of active customers which could give business to
the company. Various social media portals like
Facebook, Twitter, YouTube and Instagram are mainly
used by companies like Coca Cola in order to promote
their products and service among customer which
ultimately leads to enhancement of sales performance.

Future Trends:
 Artificial Intelligence: It is topmost trend should be used by
Coca-Cola, there various methods that can took in consideration
like high blue tooth connectivity, a large definition touch screen,
quality tested microphones, highest bandwidth and valuable
speakers This innovative method can result in ample amount of
profits for the company.
 Virtual and Augmented Reality: The Coca-Cola company can
use imaginative way through 3D technology by customising
their machines in such a way that it produces liquid
combinations variants which does not affect the health of
consumer's and create an art to attract the customer to use
their goods in regular intervals.
There are key important roles and responsibilities of marketing
as well. Some of it in context with Coca-Cola are explained below:
 Setting Up Strategies: There are three most important
marketing strategy which Coca-Cola has adopted that are
targeting, positioning and segmenting. The company does not
focus on specific target but give emphasis on niche and
undifferentiated segment as well. This help the industry to
boost the growth. Also to, introduce new product line in the
market, knowing the current position of the goods and
requirement of demands of consumer's taking into
consideration of on going competition.
 Market Research: The other role of marketing function is to do
research. This follows a systematic procedure which include
surveys used by Coca-Cola to know what is going in the market.
There are two methods qualitative and quantitative, this process
result in knowing opportunities, seeking solutions, test quality
through feedbacks, formulation of launching of new product
line.
 Brand Management: Basically managing marketing
strategies helps the marketer to create fruit full and
effective brand value in national and international
market. Brand management is considered as a heart of
Coca-Cola company this will generate a new lead and
will increase brand value in global market. The marketer
has to take accurate steps for maintaining good will of
the firm.
 formation System: This is very crucial part of any
organisation and firms, as it is saying the accurate
information should be given to the consumer, this will
highly impact on the growth of goods in the product life
cycle. It can increase or decrease the sales of company.
Coca-Cola should take initiatives to provide correct
information at right time to right people at right place.
This result in consumer faith in this particular firm which
will increase brand loyalty and boost the market shares.
This helps in increment in economic conditions of
country and will hamper in global market value.
consumers.

P2. Roles and responsibilities of marketing
relate to the wider organisational context
Marketing department holds a great responsibility which is linked with
organisational development. Mentioned below there are some effective
responsibility in context with Coca-Cola:
Marketing Planning:
Marketing planning include activities that are related to
organisational marketing of product and services and other
related manufacturing goods. All these activities related to
marketing are required to be done in best effective manner as to
increase more developmental opportunities. In this context,
Coca-Cola company managers is required to effectively identify
various form of growth opportunities in order to determine new
merchandises and evaluation of new risk factors. In addition
with this, marketing executives is required to launch marketing
positioning, process and strategies and value positions in order
to facilitate sales. Coca-cola in order to gain effective market
positioning is required to put their focus on effective form of
planning and and apply the same as to further increase
organisation sales and revenue for better growth.
Exchange Functions:
It is a process in which purchasing and selling of
products and services are done in a marketplace. As per
according to this function, business offer their products and
services in order to effectively satisfy needs of customers in best
effective way. All the functions included in exchange functions
can be effectively accomplished with the proper guidance of
sales promotion, personal selling and advertising. Thus, it is the
basic responsibility of marketing manager to effectively evaluate
effectiveness of their marketing function in order to effectively
satisfy needs of consumer in best effective way by further
offering products and services as per according to their needs
and perceptions. Thus, Coca-Cola is required to effectively
evaluate functions of marketing relating to exchanging of goods
and services in order to gain more effective goodwill margin.
Product Designing and Development:
This factor also plays as key essentials element in
product selling. In order to effectively design a product as per
according to needs and demand of customers it is important for
manager to effectively evaluate needs and demands of customers
and further ensure proper and effective guidance to design
products in best effective manner in order to accomplish goals in
timely manner. In this regard, managers are require to supervise
their team as to design product in best attractive way. Coca-Cola
is a multinational and leading brand thus, there is a requirement
to produce design in best effective manner as to satisfy
customers in best effective way. Consumers in today's world,
seeks for uniqueness and creativeness in consumption. Thus, it
is essential for marketing manager to effectively put their focus

Standardisation and Grading:
In this process goods as services are require to engage
in the process of production before evaluating regulations that
are attached with their manufacturing and production. With the
help of this, proper standardisation of product quality and
quantity are effectively analysed. This will further lead towards
achieving goods consistency and uniformity. Thus, it is the
basic responsibility which is hold by a manager of Coca-Cola
to effectively evaluate understanding of legislations and
manufacture products as per according to legalise standards in
order to perform operations in a standard manner without any
legal hampering.
Risk taking
It is related to a certainty of purchase of a product in a
market. Risk taking acts as a one of the most essential element
in marketing, in which managers are required to effectively
analyse risk which is linked with their business in a competitive
market. By evaluating risk managers can able to evaluate effect
of risk on their business environment, staff and other related
factors. In order to cope up with this there is requirement to
prepare insurance budget that allocates claim cost from
different types of departments. Thus, Coca-Cola required
taking risk in order to grow their business in a competitive
market it for the helps in increasing efficiency of company
invest effective manner.
Packing Labelling and Branding:
It is done to avoid any damage destruction breakage to a
product in the process of delivery and storage. While on the other hand
labelling is related to the information which is provided on a product
along with this branded created in order to increase product brand
value through the mode of promotion, advertising and more. Thus,
managers of Coca-Cola hold important responsibility to focus on these
three elements packaging, labelling and branding in a best effective
manner in order to follow the rules regulation and guidelines and make
their customers aware about product essentials. By doing this they can
effectively able to increase customer loyalty and increasing brand value.
Coca Cola can take advantage of various promotional tools and
advertisement techniques as to further increase their sales and profit.
Consumer Support:
Consumers having value as Market King it is important
for a marketer to offer all the possible assistance to customers in
best effective way. For this Coca Cola can take advantage of
after Sales Service, proper handling of consumer complaints,
offering technical service and credit facilities. This will help
them to provide satisfaction to their customers that will further
return with customer support in best effective way. Along with
this by solving customers issues and Queries Company can able
to effectively treat their customers in order to gain best possible
Marketplace.