Marketing Essentials Assignment PDF | Coca Cola

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
Key roles and responsibilities of marketing function ................................................................3
Roles and responsibilities of marketing in marketing environment and interrelationship of
different department....................................................................................................................5
Evaluation of key elements of marketing function.....................................................................8
ACTIVITY 2....................................................................................................................................8
Comparison of Marketing Mix of different organisations..........................................................8
Marketing plan..........................................................................................................................13
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................19

INTRODUCTION
Marketing can be defined as the set of methods or techniques which are used by
organisations in order to attracting large number of customers so that sales and productivity of
firm can be enhanced. Marketing is very important for business organisations for promoting their
products to large number of customers who can purchase products from organisation. This
function also support the organisation in determining current market trends and needs of
customers so that products and services can be provided to them accordingly. Chosen
organisation for this assignment is Coca Cola that is a beverage company and having
headquarters in Georgia, U.S. Company mainly offers a wide variety of beverages products to
their customers so as to satisfying their desires and thirst. Present report will discuss about the
roles and responsibilities of marketing function within the marketing environment. Further,
interrelationship of other divisions with marketing department along with comparison of
marketing mix of two firms of same sector will also covered under this report. At last, a coherent
marketing plan along with 7ps of marketing mix for attaining short term or long term goals in a
specific time-frame will also covered under this report.
ACTIVITY 1
Key roles and responsibilities of marketing function
Marketing division of firm have responsibility to attracting the customer from several
locations towards the offerings of firm. This division uses several techniques and methods for
attracting the customers so that profitability or sales of firm can be enhanced in marketplace.
This division provides its maximum contribution in growth and success of firm so that company
gets strong competitiveness in marketplace for long duration of time (Abushadi, 2015). There are
several roles and responsibilities that are performed by this division so that predetermined targets
and aims of firm can be achieved within the given time-frame. Some of the roles and
responsibilities are given as below: Setting Up Strategies: It is an important role of marketing division in which they
formulates effective marketing strategies so that products can be provided to the
customers easily. In the context of Coca Cola, their marketing department have liability
to aligning the marketing strategies with the preset strategies of firm so that goals would
be achieved within the given time period. In it, marketing department have to ensure that

customer's needs are satisfied or not through using products of company and if not then
marketing division of firm have duty to formulate effective strategies for providing
products to customers effectively so that strong customer base can be maintained in
marketplace. Market Research: This department is responsible for carrying out the market research so
that current market trends, needs and wants of customers, competitor's strategies can be
determined and it is easier for them in providing products to customers accordingly. In
reference with this, marketing department of Coca Cola also conducts market research on
a regular interval of time so that opportunities of market can be identified and strategies
can be made for grab them accordingly (Akbar, 2017). In addition, market research also
provide support to the management of Coca Cola in developing new products so that
increasing demand of customer can be satisfied which leads the firm towards growth and
success in market. Brand Management: Marketing department of each organisation have responsibility to
managing the brand value of firm in marketplace because if brand image of firm will be
decreased in market then it will leads the firm towards failure in market. Therefore, it is
essential for the firm to determine the needs and wants of customers and provide products
accordingly to them so that brand image of organisation can be maintained in
marketplace. In Coca Cola, their marketing department is also accountable for managing
brand image of firm and for this, they guides production department to make changes in
existing products or innovating new products through conducting market research so that
long term sustainability can be obtained by firm in market. Information System: This tool is use by Marketing department of each organisation
which operates its function in more than one nation so as to getting appropriate
information regarding their offerings, employee's performance etc. with the help of this
tool Marketing manager of Coca Cola can implement additional activities which are
required for increasing sales figures of Coca Cola and regulate them in effective manner.
For e.g. marketing department takes information from the logistics department on regular
basis so that distribution network can be monitored effectively.
Future and current trends There are several existing trends in market that are used by
firms so as to marketing or promoting their products and services in marketplace. These trends

are divided in two parts like current and future and through using them organisation can easily
achieve strong competitiveness in marketplace. Some current trends comprises of content
marketing and social media (Allen, 2016). Content marketing is very effective because it
engages the customers with offerings of firm so that long-term relation with the customers can be
established in marketplace. However, several platforms like Facebook, twitter, YouTube are also
used by organisations so as to promoting the products socially because these channels are used
by large number of customers which automatically enhance the reach of product in a less time
period. Whereas, future trends of marketing includes artificial intelligence and Virtual reality.
Artificial intelligence will prove beneficial for the organisations because with the help of it,
managers of Coca Cola can easily develop strong strategies for covering more customer base in
future time. Whereas, virtual reality is used by the organisations for personalised marketing in
market which is not only cost effective but also consumes less time in covering large market
area.
Roles and responsibilities of marketing in marketing environment and interrelationship of
different department
Marketing department also performs some other roles and adhere responsibilities in
marketing environment so that factors can be determined which can impact the firm's
profitability in marketing environment. Some of the important roles and responsibilities of
marketing department in marketing environment are given as below: Setting Up Strategies: Coca Cola is operating its functions at global level because of
which marketing environment for firm is very vast that also includes internal and external
factors which are related with company and its offerings like customer, technologies,
political scenarios etc. that can influence the profitability and offerings of firm in adverse
manner. Therefore, marketing department of Coca Cola have duty to develop suitable
strategies as per the analysis and evaluation of marketing environment so that company
can gain competitive advantage in marketplace. Market Research: Marketing department of Coca Cola is also accountable for
conducting market research so that internal and external marketing environment factors
like employees, distributors, users of product etc. which can impact the company's
productivity. Therefore, Marketing department of Coca Cola have duty to conduct market
research so that issues of these components can be identified and rectified accordingly.

Through this, performance of company will automatically improved in form of profit,
productivity or sales figures. Brand Management: This factor is essential because without it company can't survive in
marketing environment and marketing department plays very supporting role in building
market image in business world. For this, marketing department of Coca Cola
communicates with its loyal customers on regular intervals regarding the offerings of
firm. So that, weakness can be identified and filled easily. For making good brand image,
marketing department of Coca Cola can also determine rival's strategies so that through
innovating products as compare to them positive brand image of firm can be maintained
in market.
Interrelationship of marketing with other departments
Marketing department plays very crucial role in growth and development of organisation
because it makes coordination with each department so that goals of firm would be achieved in
preset time-frame (Brychkov, 2017). For performing duties and responsibilities in smooth
manner, marketing department needs support of other departments so that all necessary activities
or functions should be performed within the Coca Cola in effective manner. Interrelationship of
marketing with other departments of Coca Cola like production, HR, IT or R&D are given as
below: Marketing department and HR department: HR division of Coca-Cola have
responsibility to manage or train the existing employees and also analysing the
requirements of human resources in each division of firm. So that, needs can be identified
and fulfilled through hiring suitable candidates who have ability to perform the tasks
without having any issues. For this, marketing department of Coca Cola have duty to
promoting the vacant job vacancies through various job posting channels so that suitable
applicants can be attracted for the vacant job position who are then recruited by HR
department by evaluating their skills and capabilities. Therefore, it can be said that there
is an interrelation between HR and Marketing department which helps the firm in getting
effective results in form of hiring suitable candidates for organisation. Marketing department and R&D department: R&D division of Coca-Cola have
responsibility to make innovations in existing products so that needs and wants of
customers would be satisfied easily. They also make innovative products as per the needs

and wants of customers due to which sales figures and revenues of organisation can be
increased in marketplace. In which, marketing department plays very supportive role
such as they conduct market research through which needs and wants of customers,
current market trends can be identified easily and then it would be communicated to
R&D department so that new products as per the requirements of customers can be made
easily. Through this interrelation in Coca-Cola, company can develop better quality
products for customers which automatically leads the firm towards strong competitive
advantage in market. Marketing department and IT department: IT department in an organisation have
responsibility of managing IT services and equipments within the workplace so that
productivity of firm would be enhanced in marketplace. IT and Marketing division of
Coca-Cola performs their duties with coordination so as to accomplishing aims of
organisation easily. Such as, marketing department assist the IT department regarding the
latest tools and techniques so that through implementation of these equipments at
workplace productivity or profitability of firm can be enhanced in marketplace. This
interrelation not only leads the firm towards enhanced productivity but also support in
maintaining healthy relations among managers of different departments which in results
assist the organisation its desired goals and objectives (Hisrich, 2017).
 Marketing department and Production department: Production department of Coca
Cola is liable for manufacturing the products through taking support from employees and
equipments. Whereas, marketing department of Coca-Cola executes market research so
as to determining expectations of customers regarding the offerings of firm. Then these
needs are communicated by marketing department to production department so that
products can be manufactured accordingly. Through which profitability or sales figures
of firm would be enhanced in marketplace. These departments performs their duties with
proper coordination so that preset goals of firm would be achieved which leads the
organisation towards taking good position in market.
From the above discussed interrelation, it has been identified that coordination between
department is very essential because it not only improves the productivity of organisation but
also leads the firm towards gaining competitive advantage at marketplace. This coordination also

support the management of firm in reducing conflicts at workplace and leads healthy
environment at workplace.
Evaluation of key elements of marketing function
There are numerous key elements of marketing function which are essential for the
managers of Coca-Cola in order to analysing marketing environment for ensuring about
consistent marketing of products provided by company to its customers. Components of
marketing function are evaluated as below: Research: This is an important component of marketing through which marketing
division of Coca-Cola determine suitable plans and strategies that can be used by their
managers. It has been seems that nature of business environment is dynamic which
changes according to time. For handling these changes, organisation should set up
external division which will determine the changes in marketing environment. Strategy: Data which is collected by market research should be analysed by marketing
department on the basis of its relevancy, strategies, policies of firm. After analysing the
data, strategies are developed for marketing activities. In it, main function of marketing
department is to aligned the developed strategies with other organisational strategies so
that desired goals can be achieved by firm within the pre-determined time frame.
 Planning: This is the third element of marketing function in which marketing division of
Coca-Cola make plans for implementing developed strategies that includes allocation of
financial resources, sales forecast, distribution channel etc. so that any difficulty wouldn't
be faced by organisation in future. Major challenge which can be faced by marketing
department in planning is related with long term planning. Because making of long term
plans in dynamic business environment can affect the forecasting therefore, management
should develop short term objectives so that through achieving this next objectives can be
formed accordingly (Nirschl, 2018).
ACTIVITY 2
Comparison of Marketing Mix of different organisations
Marketing mix is a combination of 7 elements which should be considered by marketing
division of each organisation before making any strategy or introducing new products in market
because it supports the organisation in achieving its preset goals within specific time-frame. In

addition, this is a set of certain actions or tactics which are used by organisations so as to
promoting their products effectively in marketplace. With the help of this company can take
decisions for making changes in their existing offerings so that competitiveness of firm can be
maintained in marketplace. For this, management of Coca Cola should make comparison of its
own marketing mix with their rival Pepsico so that current marketing position can be identified
by them easily. Comparison of marketing mix between Coca Cola and Pepsico is given as below:
Particulars Coca-Cola Pepsico
Price It refers to those amount that
is paid by customer so as to
receiving goods or services.
Main aim behind formulation
of this strategy is to
implement fair prices for the
offerings which can be afford
by customers easily. In
addition, Coca-Cola uses
impressive pricing strategies
so that needs of large number
of customers can be attained
in a short time period.
Further, company uses fair
pricing strategies like price
skimming, cost leadership etc.
so as to defeating their rivals
in marketplace (Pappas,
2017).
Price is the amount which is
paid by customer for product
so as to satisfying their needs
and wants. Company uses
competitive pricing strategy
and for this they provide
promotional discounts and
normal discounts to their
customers on bulk buying.
This discounts not only
enhance the sales figures of
organisation but also increase
the customer base.
Product Product is also known as
goods and services which are
offered by company in target
market for achieving its
Pepsico is also one of the
strongest player in beverage
industry because it have
expanded its business in

business goals in effective
manner. Coca Cola is a big
name in beverage industry
and offers around 3500
products across the world.
Some main products of
company are Fanta, Maaza,
Diet Coke, Sprite etc.
Offerings of firm have
capability of satisfying the
needs and wants of customers
and because of this, company
have made its strong position
in market.
breakfast and snacks segment.
Products which are offered by
Pepsico are 7up, Mirinda,
Pepsi Lime, Crystal Pepsi,
kurkure, Lays that supports the
organisation in increasing their
revenue and market share
(Pike, 2016).
Place Proper placement of product
is a key element for the
success of the organisation
because if the products are
easily available at market it
will create good position of
firm in marketplace. Coca-
Cola operates its functions at
global level because of which
they have build strong
distribution channel in
market. In order to capturing
rural market in Asia they have
stronger their distribution
channel and cut the market
share of companies like
Pepsico have also made its
strong distribution channel so
that customer can easily reach
towards offerings of firm.
They have also their own
bottling plants because of
which they have no need of
suppliers of bottling products.
Due to having own bottling
plants and strong distribution
channels, products of firm are
easily available in market
which have made its strong
brand image (Ryom, 2016).

kalimark and Bovanto.
Promotion This is a tool which is used by
the organisations so as to
informing the customers
about their offerings and
encourage new customers to
buying their offerings. Some
of the main promotional tools
are sales promotion, public
relation, digital marketing etc.
Management of Coca-Cola
promote their products
through advertising them in
magazines, television, online
and social media channels.
With the help of these tools,
they have maintained their
strong market position against
their main competitor Pepsico
(Sharp, 2016).
Pepsico also uses various
promotional tools like TV,
Social media, E-mail, Digital
marketing tools so as to
advertising their products. For
e.g. In India, company is using
promotional campaign like Har
Ghoont Mein Swag for
attracting wide number of
customers towards its offering
(Pepsi to launch ‘Har Ghoont
Mein Swag’ campaign, 2019).
People Employees who are working
at Coca-Cola has been trained
by persuasive techniques and
having skills of treating their
customers as per their needs.
In Coca-Cola, main targetted
customer of company are
youngsters so that individuals
of marketing department have
duty to identify the needs and
Employees who are working
within Pepsico are more
skilled and innovative because
of which company make
modifications in their offerings
on a specific interval of time.

wants of them and offering
products accordingly.
Managers of company have
effective decision making
skills because of which they
have maintained strong
culture and environment at
workplace (Van der
Wagen,2015).
Physical Evidence This is also an important
component of marketing mix
which is very useful in selling
and marketing of products and
services. Coca-Cola uses red
packaging in their products
which is very attractive and
useful in grabbing the
attention of customer.
This component is related with
labelling of products which
makes brand image and
attention of customer towards
offering of a firm. Pepsico uses
light blue packaging in their
plastic bottles from starting so
as to grabbing attention of
customers
Process This is an internal element
which provide value to the
offerings of firm so that brand
image of company can be
maintained at marketplace.
Management of Coca-Cola
have applied effective tools in
production department and
build strong distribution
channel so as to enhancing
customer satisfaction and
market share.
Pepsico have strong brand
image in market and uses
updated tools and techniques
in manufacturing process
which influences the interest
and buying behaviour of
customers in favourable way.

Evaluation of different strategies applied by the organisations
From the above discussed comparison of marketing mix it has been identified that both
are top player in beverage sector and uses various strategies so as to achieving their goals and
objectives within the given time period. These strategies are also developed on the basis of
market and targetted customers which are given as below:
Strategies used by Coca-Cola
Coca Cola operates its operations at global level due to which company have
implemented some effective strategies for achieving its business objectives which are given as
below:
 Company uses segmented revenue growth strategies so as to improving profitability or
revenue in market share. Their revenue is mostly based on Asian Market due to which
they provide products in these market areas at low prices so that their sales figures can be
increased. Whereas, in developed market such as U.S or UK company have balanced the
prices of their offering (Eletxigerra, 2018). Coca-Cola have also make high investment in marketing activities so as to improving
their financial position. For this, company is also cutting cost of their products for
enhancing productivity or profitability for success of organisation.
Strategies used by PepsiCo
 Pepsico uses market penetration strategy so as to providing products at lower prices to
their customers. Main reason behind adopting this strategy is to enhance the market share
of firm within a less time period.
 Pepsico also uses product development strategy for making variations in their products
so that needs and requirements of customer would be satisfied easily. For e.g. Pepsico
have identified that customers are more aware for their health and for this they have
launched new drinks with low calories and fats, reduced salt elements etc. As a result of
it, company's profitability and brand image is maintained in market.
Marketing plan
Marketing plan refers to a document which outlines the marketing efforts of a coming
year. It includes a statement of current marketing position of a concern. In this context, will
study about the marketing plan of Coca Cola.

Overview of Coca Cola
Coca Cola is one of the leading manufacturer, supplier and marketer of beverages. It
deals with non alcoholic products. John Stith Pemberton is the founder of company Coca Cola
having its headquarter in Atlanta, United States. It has around 290 offices, warehouse and plants
accorss the world. Coca cola is known to be the third most valuable product after the companies
like Apple and Google. At present it is having 400 brands and is marketed in about 200
countries. It generates about 35% of sales in US and about 65 % sales outside US. It sells variety
of drinks like juices, soft drinks, energy and sports drink, ready to drink teas and coffees. The
bottles of coca cola are made up of high quality. The manufacturer add carbonated water with
concentrates and then only the products are sold to the wholesalers and retailers. The company
because of its catchy advertisement are able to connect with large number of consumers all over
the world. Now company is planning to expand its business by launching a new product i.e. milk
additive products. This additive products adds flavour in the milk by providing certain nutrients
and proteins which are very necessary for a individual to grow. This can be of various flavour
like Vanilla, Chocolate and Strawberry. The main purpose of launching this product is that
company wants to enter into new segment where it can increase the sell and profitability by
targeting it to small children's.
Vision and Mission:
Its vision is to work together with the people in order to achieve sustainability and
growth. The mission of Coca Cola company is to refresh the world and offer the products to
customer with tempting taste which is unbeatable by everyone.
Objective:
The main objective is to extend its product category by launching a new product i.e milk
additive which can increase the profitability of the company. Coca Cola is required to adopt
SMART objective in order to achieve success in the marketplace by launching the product which
is specific, measurable, attainable, realistic and time bound. Objective of Coca Cola is to capture
the 10% market share by 2020. Another objective of the company is to capture 15% of sales by
2020.
STP Approach:

It is the most commonly applied marketing tool. This process helps the owner of business
to form a marketing strategy that describes about the benefits of company's brand and products.
Here S stands for Segmentation, T for targeting and P for Positioning (Hugos, 2018).
 Segmentation:
It refers to the process of dividing group of people into different categories. Here in this
context Coca Cola segments its customers into demographic .
 Targeting:
It refers to the process of breaking market into segments and then concentrating whole
marketing into groups. In this context Coca Cola is targeting the Children's group. It is targeting
the age group from 3 years to 15 years.
 Positioning:
It refers to the process of positioning image of product in the mind of customers. This can
be done with he help of advertisements and others promotion ideas. The company must offer
something better and valuable so that it make our company different from the competitors. The
company by advertising the healthy benefits of product can position the product easily in market.
At starting company can also sell the product at discount price. Instead of big tetra pack coca
cola must also launch its product into small packets at reasonable price . So that it become easy
for the consumer to have a taste for the same and decide whether they want to go with that
product or not (Holbrook, 2018).
SWOT ANALYSIS:
It is the analytical tool which is used by the company in identifying the strength and
weaknesses that help in achieving the success of the company. On the other hand it also
identifies opportunities and threat that company require to work and can improve in order to
improve performance of the same. Strength and weakness are internal part of organisation on
which one has a control. Where as opportunities and threat are external part of organisation
which we can cannot control but can be minimised. Below is the SWOT analysis of Coca Cola.
STRENGTH
 Preference of customers is higher
because of brand loyalty of coca cola.
WEAKNESSES
 Competition with companies like Nestle
as it is already dealing in milk additive

 Coca cola is a world leading brand
which is having operation all over the
world.
product for s long.
 Coca cola was earlier only dealing in the
drinks section, so they have limited
knowledge in the new product
expansion.
OPPORTUNITIES
 Diversification of product by adding
new products in the market.
 Company can increase its product by
started selling in backward and rural
areas of the country.
THREAT
 Increasing competitors in the market
with same product at relatively lower
price.
 Availability of substitute for the same
product is one of the major threat for the
company.
4P's OF MARKETING:
Marketing mix refers to putting a right product at right place and with the right price.
This tactics is used by the businesses in order to promote and sell its products. Marketing mix of
any product mainly include 4Ps i.e. Product, Place, Price and Promotion. Below is the marketing
mix of Coca Cola:
 Product: The new product which is offered by company is milk additive. It will be
available in three flavours namely vanilla, strawberry and chocolate. This product will be
available in market in all preferred sizes.
 Price : As milk additive is a new product for company. As earlier it was only dealing in
beverages drink. So pricing strategy which coca cola will follow is Penetration Pricing. In
this firstly at the time of product launching, the low price of product is set. This helps the
customers to attract toward our products. This strategy works on the principle that by
keeping lower, customer will aware about the new product.
 Place: Coca cola can direct sell its product by supplying in shops using own
transportation. Company can also contact its retailers where they are selling their
previous products. New product can also be sold by using the same supply chain. The
product can also be available through online channels.

 Promotion: Coca Cola is best known for its advertising and branding. Company can use
promotional measures to promote its milk additive by using help of advertisement, online
ads, print media etc. Coca cola can also promote its products by sponsoring events in
which they will tell about the new product.
BUDGET:
It refers to the statement which shows the estimate of revenue and expenses which are
incurred during a specific time. Following table shows the budget plan of Coca Cola:
Marketing Budget
Marketing Budget
Particulars I Year II Year III Year IV Year V Year
Initial money 4000 8400 13500 13860 17640
Investment 11500 12000 26840 31500 15470
Total 15500 20400 40340 45360 33110
Marketing Outlay
Promotion 6450 2950 4150 3420 3330
Sales publicity 2500 1900 3500 2000 1000
Direct selling 3800 1500 5000 2900 5600
Total 12750 6350 12650 8320 9930
From the above budget statement, it can be interpreted that for performing the marketing
activities in order to promote new product ''milk additive'' company requires the investment of
about 13000£ for its promotional activities.
Budget is very important for the company as it help to create a plan which describes the spending
plan of money. Coca cola budgets by using its money in indirect and smart ways. Without a
proper budget company can be spoilt as they are not aware about the proper allocation of
resources.
Monitoring and controlling:

Company must always look after the budget on the regular basis whether it is according
to our plan or not. It should not be such which is not effective for company. every time will look
after the budget and would try to control the fact which are increasing the cost of the company.
CONCLUSION
From the above mentioned report it has been concluded that marketing plays a essential
role in promoting the product efficiently and effectively in the market. This help in creating the
awareness of products in the minds of customers. This is the way by which company can
increase its sells and profitability. For effective working of an organisation all the department
should coordinate with each other in order to attain the success. Further in this context have
discussed about the marketing plan. It plays a important role in providing detail action about
company's objective, its mission and vision in order to attain desired marketing objectives.

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Online
Pepsi to launch ‘Har Ghoont Mein Swag’ campaign. 2019. [Online]. Available through: <
https://www.exchange4media.com/marketing-news/pepsi-to-launch-har-ghoont-mein-
swag-campaign-94927.html>.