Marketing Essentials: A Case Study on Coca Cola

This assignment provides a comprehensive analysis of the marketing essentials of Coca Cola, focusing on its 4Ps (Product, Price, Promotion, and Place) and standardization practices. The report discusses the role of marketing in achieving business goals and objectives, and how it relates to the wider organizational context. It also compares different organizations using the marketing mix and identifies various tactics used by businesses to achieve their goals.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
Roles and responsibilities of the marketing function .................................................................1
Roles and responsibilities of marketing relate to the wider organisational context....................2
Roles and Responsibilities of marketing in the context of marketing environment ..................3
Inter-relationship between marketing and other functional units of an organisation .................4
TASK 2 ...........................................................................................................................................5
Comparison of Marketing mix to achieve business objectives...................................................5
Tactics used by the organisation for achieving objectives..........................................................7
CONCLUSION ...............................................................................................................................7
REFERENCES ...............................................................................................................................9

INTRODUCTION
Marketing Essential means the whole process or activity which help the business in
communication , creation , offering the customers and attract the customers to the large extent.
The present report is base on the marketing essential of Coca-cola. It is a carbonated soft drink. It
was found in 8 may 1886. it is one of the leading company. The present report will cover the
roles and responsibility of the marketing function and also how roles and responsibility of
marketing relate to the wider organisational context. Furthermore , it has analyses the roles of
marketing in the context of the marketing environment. It will also include the interrelationship
between marketing and other functional units. It will also compare different organisations and
apply the marketing mix. And at last it will cover all the tactics applied by the organisation to
achieve its goals and objectives.
TASK 1
Roles and responsibilities of the marketing function
There are many roles and responsibilities of the marketing function as it perform the major role
in the organisation. As it affect the business's profitability to the large extent. It helps the
organisation in growth and expansion. It has the various roles and responsibility which are
perform by the marketing function such as-
Gathering and Analysing Market information – One of the most important
responsibilities of marketing function is to gather the information and analyse it in systematic
way. It is important to understand the needs and wants of the customers and accordingly produce
the product. This will help Coca-cola to the large extent. As it will help to take various decisions
regarding successful marketing of products. It understand the information what do customers
want and when , in what quantity and in what price.
Market Planning – Planning is the most important element of the organisation. And it is
the responsibility of the marketing department to do strategic planning in order to achieve the
goals and responsibility of the business. As planning gives direction to Coca-cola and helps to
the large extent. For example the Coca-cola wants to raise 50 % of sales. So in order to achieve
the goals the marketer will prepare a systematic plan in order to increase the level of production
and do all the efforts to achieve that target (Pike, S., 2015).
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Product Designing and Development – The third roles and responsibility of marketing
function is to develop and design the product. As product designing plays an vital role in the
organisation. So it need keen understanding to develops the product. As the company whose
products are attractive designs has more sells. So it is the responsibility of marketer to design the
product in such a way that it attract large number of audiences (Campbell, Martin, C. and Fabos,
2018).
Customer Support Services – Customers plays a major role in the market as they
consider as the king of market. So one of the major role and responsibility of marketing is to
offer high quality of product and satisfy the customers by solving their problems. There are many
services which are offer by the marketing such as after sales services and also it is the duty of the
marketer to handle the customer 's complaints in the humble manner and resolve them as quickly
as possible. And Coca-cola gives priority to satisfy the customers and make them feel happy in
order to build loyal customer based.
Promotion – it simply means to inform the customer about the product and encouraging
them to buy the products. This is the responsibility of the marketing department to do aggressive
promotion techniques in order to attract large audiences. Marketer conduct all the promotional
event in order to keep the budget in mind. Coca-cola uses different promotional strategy in order
to grab the audiences (Hair Jr , 2015)
Roles and responsibilities of marketing relate to the wider organisational context
There are many roles and responsibilities which relate to the organisational context. As it
help the Coca-cola to the large extent and also it helps to increase the sales of the company by
attracting many customers. As it is the responsibility of marketing to transfer , exchange and
movement of the goods to the customer in the systematic manner . It will help Coca-cola to build
strong customer base. Also it the responsibility of the marketing to raising and maintaining
standard of living of the community which helps to increase the brand image of the company.
Coca-cola's marketing department helps to create employment as marketing involve many people
as it perform many function or activities. It also has the responsibilities or role to take part in the
decision making process as it plays a major role. As all the activities are revolve around the
marketing so it plays a major role. It also consider as the main source of innovation as it has the
responsibility to innovate new ideas and create new things as it has direct contact with the
customers. It measures the scope of understanding new demand of the customers and accordingly
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give information to the production department to produce and make available the goods to the
customers. So it have many responsibilities that are being perform by the marketing (Blythe, J.
and Martin, 2019).
Roles and Responsibilities of marketing in the context of marketing environment
Marketing environment is responsible for establishing good relationship between the
marketer and the customers. And for this Coca-cola uses SLEPT model which help to analyse the
roles of the marketing (Baker and Saren eds., 2016)
Social environment – it is important to analyse the trends of the society and it is the
responsibility of the marketer to analyse in the better way such as the taste , preferences and
wants of the customers. Also it uses various current trends such as social media to advertise its
products. Coca-cola also adopt the strategy to targets its customers in order to increases the sales
of the customers.
Economic environment – it is the responsibility of the marketing manager to focus or
have proper knowledge of the economic news such as the inflation rate , employment level and
the interest rate of the country where it is operating. Economic environment plays the role to find
the customers needs , GDP of the country etc. which help the organisation to the large extent.
Legal environment – It is the most important aspect which organisation must follow. it
involve various law such as employment law, equal pay law, anti discrimination law and security
law. It is important for the Coca-cola's market department to follow the laws and regulation in
order to smooth flow of business. As it must follow health and safety law in order to provide
high quality product and services to the customers.
Political environment – political environment helps the business to the large extent. As
the marketer of Coca-cola must build good relation with political parties for smooth working and
also they will help the company to the large extent (Lane, 2016).
Technological environment – it is important for coca-cola's marketing manager to have
proper knowledge of technological environment and must be innovation so to gain competitive
advantages. As Coca-cola is using industrial automation technology to manufacture its product
this will help to work in more time effective manner and it increases the productivity and make
qualitative products . Thus, satisfy the customers to the large extent.
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Inter-relationship between marketing and other functional units of an organisation
Marketing and other functional units are interrelate with each other in order to increase
the sales of the organisation and to work in the effective manner with less conflict and smooth
flow. It is important to have a better coordination between the department in order to achieve the
targets and goals. Marketing plays an important role as it interact with each and every
department in order to provide a systematic information.
Marketing and Human Resource department – Human resource department perform
various function such as recruitment , selection, motivational and performance appraisal as it
plays an important role in the organisation. So marketing department manager would use the HR
department as it will help the marketing department to recruit the marketing assistance . On the
other hand marketing helps to promote the company and pooling large people by giving
advertisement about the scope , job profile etc. . So both the department are interrelate with each
other (Malhotra, 2015).
Marketing and Production department – Production department perform many
activities as it generate goods and services. Both the department are interlink with each other as
marketing department are closely linked with the customer as they have good understanding of
the taste and preferences of the customers and that information is pass to the production
department and on the basis of the information it produce the product . So to satisfy the
customers. Also the marketing need to sell the products which are provided on time by the
production department.
Marketing and Research & Development department – it is the department which
provides new ideas and innovations and creative techniques which are very beneficial to the
organisation. For example the new innovative products which are created by the Coca-cola with
the help of research and development can aware the customers by the help of marketing and
helps to attract large number of audiences. This will helps Coca-cola to gain competitive
advantages (Festa, Cuomo, Metallo and Festa, 2016).
Marketing and Finance department – Finance department plays a major role. And it is
very important for both the department to work in the coordinated way in order to smooth flow
of Coca-cola. As for conducting all the promotional activities , marketing department need
finance from the finance department and it ensure that all the activities are being conduct within
financial capabilities. And also the marketing department will concentrate on the sales volume in
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order to increase the sales of Coca-cola. Both the department work very closely in order to attain
goals and target.
TASK 2
Comparison of Marketing mix to achieve business objectives
Marketing Mix is basically a technique used to attain the goals and objectives of the
organisation. Marketing mix include 7 P s such as process , people, price , physical evidence,
place , product and promotion. All the elements are discuss below-
Marketing Mix Coca-cola Pepsi
Product Coca-cola offer variety of
products such as Coca-cola ,
sprite, Fanta, Coca-cola life ,
Simply orange etc. its products
are sold in various sizes . For
example its core product sold
in 200 ml , 500 ml cans and
bottles.
It offer various products such
Diet Pepsi ,Mountain Dew ,
Aquafina Bottled Water ,
Sierra Mist etc. it offer wide
range of products and services
to attract large no. of
audiences.
Place Coca-cola operating in more
than 200 countries worldwide
and it has develop great
network . It produces its
product using its secret
formula and transport it to the
bottle located in various parts
of globe. It products are easily
available and products are
distributed to various hotels
and restaurants.
Pepsi operating in more than
150 countries worldwide. The
places where Pepsi products
are being sold the most are the
one where they found the
targeted customers. Its
products are easily available in
stores and supermarkets
(Ahmed and Rahman, 2015).
Price It uses 2nd degree price
discrimination strategy in its
Prices of the products are
according to the demand of the
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marketing mix. It offers
discounts on bulk purchase.
customers. They offer various
products depending upon the
range and size of the products.
Promotion Its promotional activity attract
many customers as it uses
aggressive marketing through
ad campaigns using media like
TV, social media, and other
social networking sites. Coca
cola has come up with the
slogan taste the feeling which
attract many customers.
Its mostly targeted customers
are youth and family. It uses
all possible media channel to
promote its products. Pepsi
mainly target media for
promotion.
Physical evidence Physical evidence includes all
the things by which customers
are interacting with such as
packaging of the products ,
branding and labelling.
Pepsi packaging is very
attractive that helps to gain
many customers and in
additional it reuse and reduce
wastage which help to attract
many customers.
People Coca-cola's employees are
well trained and highly
motivated and focus to achieve
companies goals and
objectives. And also it provide
positive environment which
help the employees to work in
the better manner (Resnick and
et.al, 2016).
It includes employees ,
shareholders and customers.
Pepsi ensures that their
customers are highly satisfied
and its employees solve their
problem in the better manner.
And also it ensure that the
employees are satisfied.
Process Its uses advance technology to
manufacture its products
which helps to work in the cost
Its adopt very systematic
proses and it ensure high
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effective manner and also
produce high quality products.
quality products.
Tactics used by the organisation for achieving objectives
There are different business objective of different business such as earning profit ,
increasing customer base , innovation etc. and for achieving all the business objective
organisation require some tactics such as -
Discount- By giving various discounts to the customers it is one of the strategy for
increasing its sales and attracting many customers. Coca-cola also offer many discount by
discussing with its finance units. It sometime offer 20 % discount on the products , or by one get
one strategy that has been use by Coca-cola or have cashback up to £5. it will help to grab the
attention of the customers and increase its customer base and loyalty.
Promotion-Coca- Cola uses social media marketing for advertising of its products.
Promotion helps to increase the sales and attract large number of audiences. Digital platform are
also becoming famous and that will attract the customer and make them aware of different new
products and services (Išoraitė, 2016).
Packaging and labelling- It plays an important role as attractive packaging will attract
the customers. And Coca-cola gives priority to the packaging as it use red colour label its name
as red colour is very attractive. It uses various bottles , cane to sell its products.
Standardisation and grading- Public wants standardise products which does not affect
the health of the customers. by the help standardization it will help to increase the profitability
and people have no doubt to purchase the product of the company as they are proper standardize
and grade.
CONCLUSION
The above case study is based on the topic marketing essential which help in interacting,
creating and communicating with the customers. It is the technique which help the business in
attainment of its goals. This report has concluded various roles and responsibilities of marketing
function as it perform the major role in the organisation. It has also stated the roles and
responsibilities of marketing relate to wider organisational context and also environment context.
It has also articulated the interrelationship between marketing and other functional units of an
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organisational as it helps the organisation in better working. Also the report has compare
different organisation by applying the marketing mix as it is the technique which will help to
achieve the goals of the organisation . And also it has concluded that there are many tactics
which are used by the business for achievement of goals and objectives.
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REFERENCES
Ahmed, S. and Rahman, M., 2015. The effects of marketing mix on consumer satisfaction: A
literature review from Islamic perspective. Turkish Journal of Islamic Economics. 2(1).
pp.17-30.
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction.
Bedford/St. Martin's.
Festa, G., Cuomo, M. T., Metallo, G. and Festa, A., 2016. The (r) evolution of wine marketing
mix: From the 4Ps to the 4Es. Journal of Business Research,.69(5). pp.1550-1555.
Hair Jr, J. F , 2015. Essentials of business research methods. Routledge.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah, pp.2394-3629.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer
branding. Handbook of Human Resources Management, pp.23-52.
Malhotra, N. K., 2015. Essentials of marketing research: A hands-on orientation. Essex:
Pearson.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Resnick, S.M and et.al, 2016. Marketing in SMEs: a “4Ps” self-branding model. International
Journal of Entrepreneurial Behavior & Research. 22(1). pp.155-174.
Online
Marketing Mix of Coca Cola | 4Ps of Marketing Mix of Coca Cola,2018
[Online]:<http://heartofcodes.com/marketing-mix-of-coca-cola/>
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