Roles and Responsibilities of Marketing Functions in Coca Cola

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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