Marketing Essentials

This report discusses the current and future trends of marketing, roles and responsibilities of a marketing manager, and the marketing mix of Coca Cola and Oxfam. It also highlights the value and importance of marketing in organizations. The report provides valuable insights for students studying marketing essentials.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 & P2............................................................................................................................................3
Current trends of marketing:.......................................................................................................4
Future trends of marketing: ........................................................................................................4
Overview of marketing process:.................................................................................................4
Roles and Responsibilities of marketing manager:.....................................................................5
Influence of marketing department on different departments of organisation............................6
Value and importance of marketing role.....................................................................................7
TASK 2............................................................................................................................................7
P3 Marketing mix of Coca Cola and Oxfam...............................................................................7
TASK 3..........................................................................................................................................10
P4 Marketing Plan of Coca Cola ..............................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Marketing is define as an effective activity used by each and every organisations to
promote their goods & services. It is a process of communicating, offering and delivering the
products and services to its customer’s and society as well. Marketing is basically fulfilling the
needs and wants of the customer through an exchange process. The following report is supported
on Coca Cola, which is a multinational corporation founded by John Stith and Asa Griggs
Candler on January 29, 1892. Coca Cola headquartered in Atlanta, U.S. And Georgia. The
company deals in manufacturing and retailing of non-alcoholic beverages and soft drinks
(Anche, Hozouri and Mehdizadeh, 2014). This report includes the current and future marketing
trends along with this it will cover the roles as well as responsibilities of a marketing manager
working within the chosen organisation which is Coca Cola. Apart from this, discussion about
the concept of marketing mix are going to be covered. In addition to this, a comparison is done
on the basis of marketing mix which includes two organisations from different sectors. This will
help in order to attain business objectives & assess a marketing plan for an organisation.
TASK 1
P1 & P2
Marketing is define as a set of different activities which is generally conducted by the
management team of organisations so that they can share their views, ideas and thoughts about a
service or product which is offered by the company to their customer. It generally emphasis on
the philosophy according to which company need to examine the needs, demands and
requirements of consumers first & then make effective decisions so that they can satisfy the
needs and demands of customers. It refers to an activity with the main aim of developing and
creating awareness at the marketplace about the products offered by them so that they they will
purchase the offerings. In today's competitive environment, it is very essential for an
organisation to promote their products and services in more attractive manner which is usually
done by marketing department (Aswathappa, 2013).
It is identified that major functions of a marketing department is to conduct the market
research on a regular basis, develop commodity and services as per the requirements of
customers and many more.

Current trends of marketing:
In today's modern world, marketing is considered as one of the most effective and useful
tool which is changing on a continuous basis as this is the industry which is developing and
enhancing on regular basis. According to an analysis, it has been identified that Coca Cola is an
organisation currently using mass customisation, social media techniques along with digital
marketing process. All these things assist them so that they can promote their products
effectively and grab the attention of ample number of users towards their organisation. Social
media is a tool which is used by the marketing department to attract numerous number of people
within less period of time. This as a result assist in attaining organisational goals within limited
time frame (Chang and Lu, 2015).
Future trends of marketing:
Apart from current marketing trends, there are some future marketing trends which
include virtual reality. It is a generalized terminology for any kind of experience which
essentially places the consumers and users into another world. It is considered as an entirely new
or digital world which incorporate real as well as virtual world. In the present context of Coca
Cola, it has been said that managers might use such types of marketing in their future. Reason
behind this is that their is high level of competition at the marketplace which requires attractive
and unique types of marketing process.
Overview of marketing process:
Situational Analysis: It has been analysed that situational and environmental analysis is
done by the management team of Coca Cola to examine the necessitate and needs of customers
along with understanding the capabilities of the company and to identify the surrounding in
which they operates. It is very essential for the management team of to conduct an analysis
which will assist them to satisfy the need of customers (Gengler and Mulvey, 2017).
Objectives: It is very essential for the management team of an organisation to perform
their functions according to their pre defined objectives. In references to Coca Cola, objectives of
an organization is to make the organisation well known in the competitive marketplace by
conducting their work in an ethical manner.
Strategy: After identifying the best and suitable manner to identify the requirements of
customer's, for this managers need to use an effective strategy. In context of Coca Cola,
marketing team use best strategy which includes STP approach.

Implementation:In this section, marketing plan is going to be executed in an effective
way so that they will be able to attain their goals and objectives. In the context of Coca Cola,
marketing team implement their plans so that they will be able to perform positive within the
marketplace (Glanz, Bader and Iyer, 2012).
Control: At the end of this process, controlling is the last process where each and every
process is going to be controlled and measured in an effective manner. In references of Coca
Cola, marketing manager measure every activity on a continuous basis in order to perform their
task and activities in effective way.
Roles and Responsibilities of marketing manager:
In order to maintain the sustainability as well as growth of the organisation it is very
essential for the marketing department to perform their functions in an appropriate manner. In
reference to Coca Cola, it is said that there are different types of roles & responsibilities of a
marketing manager so that they can perform effective at the competitive marketplace. Developing marketing plans and strategies: One of the major role of a manager is to
create effective marketing plans & strategies so that they will perform their functionality
in an appropriate and effective way. In reference to Coca Cola, marketing manager role is
to effectively create plans so that they can attain their organisational goals.
Responsibilities of a marketing manager is to communicate all these strategies with their
employees on a regular basis. Monitoring the market environment: Apart from this, another role is to monitor the
current market situations so that they can produce goods and services as per the need of
customers. In reference to Coca Cola, marketing manager examine the environment so
that they can produce goods according to the needs of customers. Responsibilities of the
manager is to conduct this analysis on a regular basis so that they can beat the
competition (Gummesson, Kuusela and Närvänen, 2014). Satisfying the requirements and wants of consumers: It is very essential for a marketing
handler in order to satisfy the requirements of users and for this duty of a marketing
manager is to conduct a market analysis on a continuous basis. For this manager of Coca
Cola perform their functions in an effective manner so that they can satisfy the
requirements of customers.

 Dealing with competition: It is very essential for the management team of Coca Cola, to
deal with competition and for this responsibilities of a manager is to develop effective
strategies & policies. Marketing manager role is to deal with the competitors available at
the marketplace. Developing marketing plan: Marketing manager work is to create an effectual marketing
plan so that they can beat the competition and maintain their sustainability at the
marketplace (Henriksen, 2012). In this context, marketing manager of Coca Cola is to
develop a plan so they can execute their business functions in an appropriate manner.
 Satisfying the need of users: It is very essential for a marketing manager to identify the
requirements of consumers and fulfil their needs and wants within stipulated time frame
and in appropriate manner. For this manager of Coca Cola is to examine the current
marketing situation and produce goods and services according to their needs.
Influence of marketing department Marketing with Human resource: It has been analysed that major task of a Human
Resource department of the company is to hire, select & recruit capable as well as
adequate workforce in order to perform their task and activities. In context of Coca Cola,
HR department and marketing teams works in a coordinated and interrelated manner as
marketing team provides information about required qualifications in order to hire
capable employees. Then HR manager hire effective and highly qualified employees as
per their requirements. Marketing with R&D: Research & Development plays very essential role within an
organisation as they help them to identify necessitate and demands of customers. In
reference to Coca Cola, marketing team of the company perform their business functions
with the help of R&D Dept. Reason behind this is that they generate new ideas, and
analysing the market research (Jobber and Ellis-Chadwick, 2012). It is the duty of a
research and development department to examine the market in an effective manner so
that they can produce goods and services according to their taste, needs, demands and
preferences f customers.
 Marketing with finance: In the present context of Coca Cola, responsibility of finance
Dept. to increase and raise finance to marketing division in order to execute different act
such as campaigns, sales promotion, product testing and many more. Fiance and

marketing plays very important role as finance team provide budget to the marketing
department in order to carry put their sales, promotional as well as distribution activities.
It is the primary role of a marketing department to report their overall sales done by the
company within a specific period of time (Möller and Parvinen, 2015).
Value and importance of marketing role
There are various advantages which is utilised by the Coca Cola with the assistance of
marketing team of the company. Some of the most essential advantages includes:
 With the assistance of effectual marketing, organization will be able to enhance their
brand image and reputation at the marketplace.
 Along with this, marketing team helps in increasing the sales of organisation at the
competitive marketplace.
 Managers of Coca Cola produce goods & services as per the needs of users with the help
of effective marketing strategies (Gengler and Mulvey, 2017).
TASK 2
P3 Marketing mix of Oxfam and Coca Cola
It consist of 7 P’s which consider product, promotion, price, people, process, place and
physical evidence. With the help of marketing mix manager of the company will be capable to
understand the process of marketing so that they can provide goods & services at the competitive
market. In reference to Coca Cola & Oxfam, marketing manager of both the organization
conduct a comparison on the basis of marketing mix which are as follows:
Marketing Mix Description Coca Cola Oxfam
Product It has been identified
that what is offering
by the company to its
customers.
It is an organisation
which provide
different range of
products to their
customers which
includes energy
drinks, fruit juice, fruit
drinks, tea coffee,
water and many more
Oxfam is a brand
dealing in to voluntary
services which are
related to the
charitable
organisations. They
deal into various
products which are
related to charity

(Chang and Lu, 2015). services and they aim
to improve the lives of
people living in
society.
Price It has been analysed
that cost is define as
the value paid by
customers for a
specific product &
service which is
offered by the
company.
It has been aid that
prices of the company
are not so high as they
have their rival
company in the
marketplace.
Generally they target,
teenagers, youngsters
and provide them all
the products in an
affordable pricing. It
has also been said that
if customers buy there
products in bulk
quantity they have to
pay low prices which
is considered as a
unique strategy.
On contrary, this
company offers
products at free of cost
to their target market.
They are using value
pricing Strategy which
comprises of setting
the prices according to
perception of
customers.
Place It define as a process
in which product or
service is transferred
and moved to
potential customer.
Stores of Coca Cola
are mainly located in
crowded places across
the whole world as it
will assist them so that
they can attract ample
number of users in an
effective manner.
Oxfam delivers its
products and services
in various different
parts of the world.
This helps people ion
fighting with their
poverty issues so that
overall living

standards of people
can be improved.
Promotion It refers to a technique
which is used by the
marketing team of the
company in order to
promote their goods
and services.
Coca Cola basically
focuses on promoting
goods and services in
an effective manner
with the help of social
media platform, TV,
radio, holding and
many more. Apart
from this, they provide
offers to their
customers on a
seasonal basis which is
a promotional strategy
used by marketing
team of Coca Cola.
Oxfam is amongst the
leading charitable
organizations who use
various advertising
mediums such as
television, newspapers
and magazines. This
helps them in making
people aware of the
company and the
services they are
dealing into
(Aswathappa, 2013).
People It consists of those
people which
indirectly and directly
affect the overall
profitability of the
company.
In this context, there is
a team which is
customer service
department as well as
digital marketing team
which helps in
resolving the queries
of customers.
Oxfam tries to
understand the
problems of people
living in society. They
try to find out effective
solutions so that
various issues being
faced by the people
can be solved.
Process It consider all the steps
which is needed to
provide goods and
services to their
According to this,
managers of the
company ensure that
there should be
Oxfam uses its
services to people so
that people who are
dealing with injustice

consumers. availability of stocks
whenever required.
Along with this, they
use different
distribution channels
in order to provide
them services & goods
to their consumers in
an effective manner.
and poverty can be
helped to solve their
problems.
Physical Evidence It is considers as the
elements which
involved in a specific
products or service
which makes it visible
tangible and
measurable.
Company provide
various kinds of
products with unique
and attractive
packaging so that they
can easily recognised
by the customers. It
includes a user
friendly website with
the help of which
consumers can view
images of different
commodity in high
quality (Anche,
Hozouri and
Mehdizadeh, 2014).
Website of the
company provides
information about the
services given by
organisation and what
they do in order to
increase the living
standard of
individuals.
TASK 3
P4 Marketing Plan of Coca Cola
Covered in PPT

CONCLUSION
With the help of above mentioned report, it is identified that marketing place very
necessary role in order to attract and promote goods and services in an appropriate manner. It is
very significant for a marketing manager to examine the requirements of their users before
developing goods and services. In this report, marketing mix is conducted between two
organisation with the assistance of which organization will identify their current market position.
STP model is used by the marketing department of an organisation to segment, target and
position the commodities & services which is being offered by the organization to their users.

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