Roles and Responsibilities of Marketing Functions in Coca Cola

This article discusses the roles and responsibilities of marketing functions in Coca Cola, including product management, brand management, social media management, and marketing and promotional activities.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1: Roles and responsibilities of marketing functions:................................................................1
P2: Roles and responsibilities of the marketing relates with the wider organisational context:..3
TASK 2............................................................................................................................................4
P3: Comparison of marketing mix in context to different organisation:.....................................4
TASK 3............................................................................................................................................7
P4: Basic marketing plan for Coca Cola:.....................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the process of promoting the firms goods and services in order to buying
and selling them. It includes advertising, selling and delivering goods and services to the
customers. It helps organisations in order to attract customers towards their brand so that it can
help it increasing its profits. It is the bottom line of any business to make money and marketing
its products to reach the objectives. It generates consumers needs so that they can buy it and
make profitable to company. Marketing mix is the element of marketing that includes 4 PS such
as product, place, price and promotion. The company which is selected for this report is “Coca
Cola”.
It is multinational drink beverages based company that was founded in 1892, headquarter
situated in US. The topics which is covers in this report is roles and responsibilities of marketing
function, how roles and responsibilities relate with the wider organisational context, comparison
of marketing mix of organisations. Apart from this it also includes basic marketing plan for the
organisation.
TASK 1
P1: Roles and responsibilities of marketing functions:
Marketing function is defined as act and service through this goods and services and
consumers are connected together. Marketing functions includes distribution, market research,
setting prices, finance, product management, promotions and making information management.
Roles of the marketing functions: Roles of Coca-Cola marketing functions are
mentioned below:
 Better product offerings: Various companies sales more than one products but their
labelling and packaging attracts customers. In context to Coca Cola, marketing plays vital
role by designing and managing goods and services so that firm can attract customers in
order to buy its goods and services.
 Face competition: To become competitive is most important in global markets.
Marketing helps in order to maintaining consumers offerings by monitoring market
closely. Marketing helps business to compete its competitors and make company
profitable and create brand image.
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 Defining and managing brand: This defines experience of firms customers and clients
to have when they interact with the company. Marketing helps in creating brand image
and communicating customers about the goods and services. It involves defining brand
what it is, what it stand for and what it say about its goods and services (Al Badi, 2019).
In context to Coca Cola, marketing department helps in to communicate consumers about
the goods their benefits and uses.
 Monitoring and managing social media: Marketing should contribute in order to
manage and maintain firms social media accounts and campaigns. Social media is the
biggest platform for promoting products because most of people are connected with it. In
context to Coca Cola, firms marketing team check time to time its social media posts and
update its strategies and offers timely so that big customer base can see it.
 Producing marketing and promotional activities: Marketing department of the firm
creates the campaign and advertisement material for promoting goods and services with
unique ideas. In context to Coca Cola, firms marketing team produces marketing plan and
campaigns in unique way so that it can attract customers in order to buy its goods and
services.
Responsibilities of marketing function of Coca Cola:
 Setting marketing strategy: Managers of marketing takes responsibility for decision
making in line with overall company objectives. The senior member of the marketing
department assumes the responsibility to set the marketing strategy in line with the
company's strategy and objectives. The strategy may be to increase the share in a
particular market, for example, in Coca Cola, enter a new field, or to open a new
distribution channel, such as the Internet, to reach a wider local market. The marketing
department reaches a strategic agreement with the board or senior management team
before planning the campaigns in detail (Brychkov and Domegan, 2017).
 Importance of marketing research: The senior member of the marketing department
assumes the responsibility to set the marketing strategy in line with the company's
strategy and objectives. The strategy may be to increase the share in a particular market,
for example, to enter a new field, or to open a new distribution channel, such as the
Internet, to reach a wider local market. The marketing department reaches a strategic
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agreement with the board or senior management team before planning the campaigns in
detail.
 The marketing department works with internal or external product development teams to
create new products or improve existing ones. The department analyzes sales of existing
products and identifies gaps in the product range where there may be company
opportunities. Marketing staff provide development teams with information on customer
needs and preferences to help them identify features or improvements that will be added
to new products (Caragher, 2016). Later in the product development process, the
marketing department sets prices and prepares plans to introduce the product.
 Marketing departments organize campaigns and develop communication materials to
promote products and services to customers and prospects. Depending on their available
budgets, they can organize advertising campaigns, set up email marketing programs,
create corporate advertising website content, write media or product publications, such as
product leaflets, company brochures, product data sheets or customer newsletters. They
can write and design promotional materials if they have skills within the department or
they can appoint advertising agencies or design firms to produce work.
P2: Roles and responsibilities of the marketing relates with the wider organisational context:
Human resource department with finance department
In the organization there is very important relationship of HR department with the finance
department because finance help in allocation of resources for the accomplishment of industry
goals, because they told to HR regarding the budget in which salary of the employee is included,
finance department maintain the cost and revenue. Both department help each other in solving
the conflict problem, there is a strong relation between them in the terms of efficiency and
employee morale, customer satisfaction (Faßmann and Moss, 2016). It helps entrepreneur in the
fund allocation and employee contribution. If there is any vacancy in the finance department they
were inform to the hr department regarding for the recruiting. HR understands the language of
the employee and Finance department understand the Return of investment. There is good
communication between both departments, hr department have knowledge of their employee
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finance requirement which is social, financial requirement. HR department have to give jobs to
employee according to their specialization.
Marketing department relation with sales: Partnerships between sales and marketing
departments can improve sales performance and accelerate business growth. The
marketing department can provide high-quality marketing teams with ads that include
feedback, such as a coupon or phone number, or by encouraging visitors to the company's
website to sign up for a free newsletter or special report. Marketing also prepares sales
team presentations and provides them with promotional stock shares that will give
customers and prospects (HR and Aithal, 2020).
TASK 2
P3: Comparison of marketing mix in context to different organisation:
Marketing mix refers to set of marketing tools that organisations uses in order to pursue
marketing objectives in the target market. Marketing mix includes 8 ps that are mentioned below:
Basis Coca Cola Cadbury
Product Product refers to quality, size,
image, branding, features etc.
that firms develop its goods
and services. In context to
Coca Cola, it provides wide
range of product line. It
provides variety with better
quality of products to its
customers. The best brands of
Coca Cola are softdrinks such
as thumps up, seven up, pepsi
etc.(Li, 2018) .
Cadbury has wide range of
products and has wider depth
and width of product mix.
There are different products
which Cadbury provides in
different countries. Products
of the Cadbury includes
chocolates, candies, biscuits,
beverages etc. under its width
it consists Dairy milk, 5 star,
Gems, Oreo, Bournvita etc.
Cadbury has good market
share of its bournvita and dairy
milk that holds 60.65% in the
chocolate industry.
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Place Place refers to platform where
firm communicate customers
about the goods and services
and also considers production
to final delivery of product.
Coca Cola has been sales its
products into supermarkets and
hyper markets. It has been
managing its own sales
network across the world. It
places its products in canteens,
retail shops, chocolate segment
etc.
It provides better quality of
products with various pricing
strategies. Pricing strategies
used by Cadbury such as
Skimming pricing, Economy
pricing and Bundle pricing.
With skimming pricing
strategy it set high prices for
taking competitive advantage.
Economy pricing, it has
different size of products and
segments so it sets prices
according to it. Bundle pricing
, in this Cadbury sells its
products in bulk with the lower
price.
Price Price refers to products
positioning, discounts and
firms strategy to set goods and
services value. The cost of its
products is depend on each
single product (Nirschl and
Steinberg, 2018). Firm uses
skimming pricing strategy. In
this it uses higher prices for its
products in starting than lower
prices strategy.
Cadbury provided its products
all over the world, due to
robust distribution channel, it
has been able to make a huge
market share in the industry.
The products are available in
the rural and urban both areas.
Cadbury has worldwide name
of its brand almost 200
countries across the world.
Promotion It considers marketing
communication, personal
selling and direct marketing of
Promotion plays vital role in
the marketing of the Cadbury,
the firm uses various sources
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goods and service. One of the
best advertising campaign of
the Coca Cola regulary uses
TVs and ATL marketing and it
also present on online mode
with some smart creative.
for its promotion such as ATL,
BTL and digital channels for
attracting customers and
creating awareness about its
products. It has tag line like “
you earn it” that worked very
well for the brand.
People People refers to target market,
who are the customers of that
product. Coca Cola has been
recruiting various employees.
Employees in the organisation
used to support its growth
strategy of particular products.
As it has wider range of
employees for manufacturing
of its products and solving
customers problems that
supports organisation for better
productivity and growth
(Ofosu-Boateng and Agyei,
2020).
Process Process involves activities
from starting to delivering
products to consumers. The
company has better
manufacturing process by
using latest technology. It
provides better services to its
customers.
It has provided its products
from manufacturing to
consumers by retailers,
markets, chocolate corners etc
and manufacture its goods and
services by latest and western
technology.
Physical Evidence Physical evidence refers to
packaging and promotional
tools of the product and
services. Coca Cola has been
creating a better evidence
connectivity with its logo and
connecting with various
Cadbury has been better
packing of its products with
brand logo also provides its
fridges to retailers and its
sellers in the target market.
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retailers by vending machines.
TASK 3
P4: Basic marketing plan for Coca Cola:
Marketing plan is the process used to describe the overall business plan, through this it helps
manager to make new strategy and direction to achieve the organization goals. It is used by
to monitor and control the activities of the marketing. It helps the manager to track the
activities for the successful performance. In Coca Cola, they introduce their new product
organic coffee, they make proper planning to attract the client and increase their profit.
Overview of the firm: Coca Cola is a multinational company located in the UK, it is the
second largest coffee company across the world. They sale their organic coffee across all its
outlets and superstore, convenience shop, grocery and departmental shops (Pater and
Cristea, 2018).
Mission: They want to sell its new product into the target market and make their brand loyal
among the customers. Through this new product organization achieve its long term goals
and increase the revenue and profit.
Vision: Their vision is to become market leader for its new product organic coffee in the
UK, from this they can achieve more profit and increase their sales in the world.
Smart objective: From their marketing plan they want to expand their revenue by 20% in
the future years.
SWOT ANALYSIS
Strength
 It is one of the popular coffee entity
across the world, most popular in all
the market include supermarket,
superstore.
 Its credibility makes more successful
business in the future time in the long
run.
Weakness
 It has more competitors in the world
regarding the price and profit margin.
 Organic coffee is not used by
everyone because of trust issue that it
is benefit for the body or not, so it is
harmful for the entity regarding the
sales.
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Opportunity
 Their opportunity is to become
popular in the market with the new
product to attract more and more
customers.
 They has opportunity to sell their
product online at various platform as
well their own sites (Putri and
Fachira, 2020).
Threats
 They have threats of the labour
because according to market
condition it is run or not affect their
cost strategy.
 Due to decrease in price of their
competitor customers can shift their
product to another.
Marketing mix:
It refers to the marketing tools that is used in gaining objectives and provide profit to the
company. It is classified in four parts product, place, price and promotion.
Product: It is the main element of the marketing mix because they describe the nature of the
product as well as size and colour of the product that company wants to sell in the market. in
this marketing plan, the product name is organic coffee that firm want to sell to everyone.
Place : It refers to the location of the sale from their production outlet to end users., it is go
through channel of department which include supplier, wholesaler and retailer. In Coca
Cola, they can sell their product through various stores, supermarket and online stores
(Rancati, Gordini and Capatina, 2016).
Promotion: It refers to firm promote their product in the market by using various activity
like advertising, sales promotion and campaigns. In Coca Cola they promote their new
product by presentation their uses and present the advertising regarding the made of this
coffe that it is benefit to human body in such a way. From these they achieve the
organizations goals and objective in a ;short period of time.
STP Strategy
Segmentation : It helps industry to develop the market campaign, Coca Cola consider
demographic segment for this include age, culture (Riyadh, 2019).
Targeting: It helps in target the market, they target market for this organic coffee both boys
and girls.
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Positioning: It helps the firm in putting their image on the minds of customers for retain
their product for their product Organic coffee.
Budget:
Advertisement exp. 3000
Packaging 2500
Wages 10000
Transportation exp. 2000
Warehouse exp. 5000
Total 22500
Monitor and controlling:
After all the activities done in the marketing plan, then the company monitor all activity it
is going according to plan or not and check with their planned activity (Zackariasson and Dymek,
2016). If they are not matched then take corrective action for this.
CONCLUSION
From the above report it has been concluded that marketing includes includes advertising,
selling and delivering goods and services to the customers. Marketing department is related to
the other departments such as production, sales, HR etc. Marketing functions includes
distribution, market research, setting prices, finance, product management, promotions and
making information management.
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REFERENCES
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Marketing-Mix von Unternehmen. In Einstieg in das Influencer Marketing (pp. 1-3).
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