Marketing Essentials Assignment | Coca cola company

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Roles and responsibilities of a marketing function in Coca Cola company.........................3
P2 Roles and responsibilities of marketing in Coca Cola...........................................................3
TASK 2............................................................................................................................................6
P3 Marketing mix with two different organisational context.....................................................6
TASK 3............................................................................................................................................9
P4 Creating a marketing plan......................................................................................................9
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is a important procedure that involve considering the needs and wants of
customers in market place and produce products to full it in effective manner. There are number
of actions that are performed in marketing function by business organisation so that ultimate
aims and objectives could be achieved in set period of time (Baker And et. al, 2016). The
company which is consider in this report is Coca cola, a beverage company and a well known
brand in soft drinks. Marketing play a vital role in such large organisation as there are numerous
functions and responsibilities which are played by marketing department. The assignment throws
light on importance of marketing function and its linkage with other department that are present
in Coca cola company. Apart from it, concept of marketing mix of two companies of same
industry is being highlighted. Marketing plan is also developed that provide proper steps to be
followed in order to reach set targets.
TASK 1
P1. Roles and responsibilities of a marketing function in Coca Cola company
Marketing procedure include several function which include communication the
particular product in market are so that demands and needs get fulfilled in correct way. Proper
review process is performed so that decision and actions are adopted in accordance to it. The
nature of marketing process involve that work is conducted in accordance to demands as well as
continuous attention is provided to earn high outcomes and profits.
 Carrying out market research process: This is the initial phase in which examination of
market area is performed that involve studying the customer's behaviour and nature so
that proper decision is taken place in considering this, Marketing manager of Coca cola
carry out this function very effectively.
 Drawing a marketing plan: The marketing plan is developed that involve number of
activities to be performed in conducive way. There are some targets that has been set in
order to meet it proper planning procedure is conducted. Marketing manager of coca cola
company have to frame such plans which are effective and results in attaining objectives.
 Product Development: After making market analysis it is important to create product in
accordance to market conditions so that proper work is conducted in relation to it. Coca
cola provide full attention on developing such products that has been analysed according

to customer' demands and needs so that they remain satisfied and happy with the
organisational performance (Desai, 2013).
 Providing goods and services to consumers at market place: The products that has been
produced are supplied to final consumers through number of sources. This function also
involve creating proper distribution channel so that clients receive proper products.
 Delivering customer care services: It involve handling the customer's complain properly
so that they do not face problem. It is essential for Coca cola company to register feed
backs of their customer so that proper steps could be farmed in response to it.
From the above discussion , it has been clear that marketing perform some functions in
the organisation where it is functioning so that final aims and objectives could be completed in
correct and prospective way.
P2 Roles and responsibilities of marketing in Coca Cola.
Marketing division is consider one of the building block of any business organisation as
main functions are performed by this department by generating sales volume in company. It is
the duty of marketing manager to head this section and conduct number of duties that include
creating sustainable image in market place. Similarly, coca cola have to perform number if
interlinked functions that make them successful. Some roles that are played by marketing
department of Coca cola are described below:
 Brand management: This department functions according to the rules and regulations that
are prevailing in that company so that good brand image is created in market place. On
the other, retention of customers is also a main objective (Dibb and Simkin, 2013).
 Carrying out effective promotion function: This is also the responsibility of marketing
department to carry pout promotional function by adopting some tolls and techniques that
make it possible. There are number of way through which promotional function can be
carried out. Coca cola have distinct way of promoting their product and services.
 Campaign management function: In accordance to this role, marketing section have to
carry out several campaigns ion order to promote their brand, thus this also conducted
effectively and efficiently by this department (Wirtz, 2012.).
Structure of Coca Cola company and its interrelation are described below: