Marketing Essentials: Role, Mix, Tactics, and Plan

This document discusses the role of marketing and its interrelations with other functional units of an organisation. It explores how different organisations apply the marketing mix to achieve business objectives and demonstrates various tactics used to achieve these objectives. The document also provides insights into developing a detailed evidence-based marketing plan. Subject: Marketing, Course Code: N/A, Course Name: N/A, College/University: N/A

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
The role of marketing and its interrelations with other functional units of an organisation............3
(Covered in PPT)....................................................................................................................3
Marketing mix to achieve overall business objectives....................................................................3
Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives....................................................................3
Different tactics applied by organisations to demonstrate how business objectives can be
achieved..................................................................................................................................5
Marketing plan.................................................................................................................................5
Marketing plan........................................................................................................................5
Produce a detailed coherent evidence – based marketing plan..............................................8
Strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing
objectives................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCE.................................................................................................................................11

INTRODUCTION
Marketing referred to the actions that a firm engages in to market the purchase or sale of a
product or service. Promoting, distributing and transporting commodities to customers or other
company is all part of marketing. Marketing orientation refers to a firm's attitude of innovating
and serving the demands and requirements of consumers by its offerings. The marketing process
is defined as identifying potential markets, selecting market segments, developing applicable
marketing mix and monitoring marketing activity. Marketing essentials describe the promoting
of a product or service provided, including how the business continues on marketing strategies to
maintain a good impact in the sector and in the eyes of individuals. Marketing essentials provide
the opportunity to explore with and advertise innovative thoughts and an updated appropriate
marketing plan could be developed from marketing requirements. Coca- Cola is taken as the base
company. Coca- Cola is a carbonated soft drink which is produced by The Coca- Cola Company
and it was invented by John Smith Pemberton in 1886 in United States and launched by Asa
Griggs Candler. In this report, it covers the role of marketing and the interrelation with other
functional units of the firm, marketing mix to achieve the objective of the company and a
marketing plan.
The role of marketing and its interrelations with other functional units of an
organisation
(Covered in PPT)
Marketing mix to achieve overall business objectives
Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives
The marketing mix is the combination of actions and techniques that a firm use to sell its
product and service. The marketing mix of Coca- Cola and Pepsi is mentioned below:
Marketing
Mix
Coca- Cola Pepsi

Product Coca-Cola manufactures a variety of
products such as Thums up, Coke,
Fanta, diet coke, Sprite, Limca,
Maaza, Kinley and many others.
Pepsi, Mountain Dew, 7 Up,
Tropicana, Mirinda and many other
brands are manufactured by Pepsi.
Price The pricing of Coca- Cola products is
depending on cost.
Pricing is determined on competition
for Pepsi. The costs of various soft
drinks are the same as those of Coca-
Cola products. Coca-Cola, United
Kingdom. Pepsi is quite adaptable
when it comes to pricing changes
(Folinas and Fotiadis, 2017).
Place Coca- Cola has presence throughout
the world. In rural regions, the
distribution approach is based on the
Hub and Spoke concept.
The presence of Pepsi is in majority
of the world's countries. Furthermore,
the Hub and spoke approach is used to
distribute items in rural regions.
Promotion Coca-Cola spends higher financial
resources on advertising.
Pepsi invests extra money on
sponsorship and event production.
Process Manufacturing industry of Coca-
Cola may be found all throughout the
world. A significant number of
bottlers manage sales and distribution
routes, with a concentration on each
and every available retail location.
Most nations have manufacturing
industries of Pepsi. The main sales
and distribution channels are focused
on major restaurants and department
stores.
People People of all ages, such as Coca-Cola
who are over the age of 12.
Pepsi is popular. among young
individuals
Physical
evidence
Coca- Cola has extremely appealing
package to cater to individuals of all
ages (Fuller-Love, 2020). The logo is
the primary means of identification.
Pepsi has attractive packing to appeal
to the younger generations. The logo
is unique from that of Coca-Cola.

Different tactics applied by organisations to demonstrate how business objectives can be
achieved
The Coca-Cola firm aspires to be worldwide recognised and they accomplish this by
targeting various places throughout the world with various goods, therefore establishing their
brand name and reputation. All of the bottling partners collaborate actively with their consumers,
such as convenience shops, grocery shops, movie theatres and street stalls, to establish and
implement localised strategies in collaboration with the organization (Gurtner, Spanjol and
Griffin, 2018). The rivalry with many other beverage firms is also limited because they hold a
number of products that may be competitors. For instance, the firm offers Coke without rivalry
from other famous soft drink brands such as Sprite and Fanta since the corporation also holds
these trademarks. The corporation often analyzes and reviews its business strategies and
accomplishments in order to boost profitability and assess its competitive advantage in the
market. They make judgments in reshaping their organizational concepts to fit the business 's
aims by analysing their effectiveness utilising tactics and strategies.
Marketing plan
Marketing plan
Executive summary
The purpose of this analysis is to assess Coca-Cola's marketing environment. It is a soft
drinks firm that is regarded as the industry's dominant player. It includes the mission, vision and
objectives.
Mission: The mission statement of Coca-Cola is to refresh the world in mind body and
spirit, to encourage occasions of positivity and enthusiasm with their brands and activities and to
generate value and makes a difference
Vision: The vision statement of Coca-Cola is encouraging each other to be the finest they
can be by offering a fantastic environment to work.
Objectives: The primary objectives of the Coca-Cola Company are to be worldwide
recognised as a firm that does business in ethical manner as well as to enhance sustainable
growth in order to function in the world in the future .
STP strategy

Segmentation assists the organization in defining the suitable items for a certain target
category. Coca-Cola does not target a specific category but alters its marketing approach by
introducing new commodities. Similarly, it utilises a mix of undifferentiated & mass marketing
tactics as well as specialised marketing for some goods to increase sales in a competitive
industry. Its Cola is well-known across the world and is enjoyed by individuals of all ages,
whereas the diet Coke caters to a niche market of health-conscious consumers (Hastings and
Domegan, 2017). Coca-Cola employs a competing positioning approach to keep a significant
lead over its rivals in the non-alcoholic beverages industry.
Internal environment
The internal business environment and its effects are those factors over which the
company has some power. The most important characteristics in the internal environment are
effectiveness in the manufacturing process, managerial abilities and strong interaction routes. For
properly handle and regulate the internal business environment, Coca-Cola must undertake
continuous analyses of the company 's activities and respond quickly to any variations that create
inefficiencies at a certain stage of the manufacturing and consumption process.
External environment
The external business environment and its affects are often enormous factors that may
impact a entire sector, not just an entire economy. External changes will provide advantages or
challenges in the market that Coca-Cola should be knowledgeable (Ward, 2017). The
fluctuations in the economy, shifting audience views and beliefs and demographic trends all have
a significant impact on the market performance and consumer acceptance of Cola Cola's
commodities.
SWOT analysis
SWOT analysis is a tool which is used by the organisation in getting the knowledge about
their position in the market and also assists in finding the potential in present as well as in future
aspects. In context to Coca-Cola, SWOT analysis is mentioned below:
Strength: Coca-Cola, with its massive worldwide influence and distinct strong brand, is
without a fact one of the most expensive businesses with the largest brand equity. Coca-Cola is
one of the most expensive firms in the world, with a market capitalization of around $79.2 billion
(Kostelijk and Alsem, 2020). This estimate takes into account the brand's worth, the multiple
factories and assets distributed around the globe as well as Coca-total Cola's operating cost and

profit. Coca-Cola is available in over 200 countries worldwide. Coca-Cola's global reach has also
supported the development of the massive store brand. In the beverage market, there are just two
major competitors: Pepsi and Coca-Cola. Coca-Cola is the apparent leader of these two and
therefore has the biggest market share.
Weaknesses: Pepsi is a bug in Coca- Cola's side. The battle between these two brands is
fierce and we doubt Pepsi would give up so lightly. Product diversification is limited as Pepsi
has made a wise decision to diversify into the snacking category with goods such as Lays, Coca-
Cola is absent from that area (Lee, 2018). The category is also a big income generator for Pepsi
and if Coca-Cola had been there, these goods might have been an extra income generator for the
corporation. Obesity is a big issue impacting individuals today. The workplace environment is
shifting and people have taken steps to avoid being fat. The consequence is that drink usage in
wealthy countries may decrease as individuals seek a healthier option.
Opportunities: Coca-Cola's diversification into the health and food industries will
enhance its customer offers. This would also sure that companies obtain more income from its
current customers by cross-selling their items (Richardson, 2019). The supply chain that
distributes their drinks may also deliver these munchies, shouldering the burden of supply chain
expenditures. As transportation prices always growing, the supply chain may be a big cost drain.
Coca-Cola's whole business is built upon transportation and distributing. As a result, Coca-Cola
should maintain a close eye on its supply chain and continue to improve in order to reduce costs.
Threats: Coca-Cola's sole competitor is water. Coca-Cola's vulnerability was the
probable usage of chemicals or the massive use of water. The concern here though is that water a
shortage is on the rise. With the environment shifting and parts of numerous nations confronting
water shortage many organisations are pointing fingers on the firm. Hence, water source is an
axe which can strike on Coca-Cola's head at any time. If water is scarce or replenished, Coca-
Cola's income and distribution capabilities may suffer significantly ( Malhotra, Nunan and Birks,
2017). Coffee businesses such as Starbucks, Café Coffee Day and Costa Coffee are growing in
popularity. These establishments provide a healthier alternative to Coca-Cola's fizzy beverages.
They may not be a major competitor to Coke, but they do put an opening in its beverages
industry. Furthermore, health drinks such as Real and Tropicana and energetic drinks such as
Red Bull and Gatorade are indirectly gaining share of the market.
Budget

Coca- Cola is catering their customers across the globe and it is considered as the top
most beverages company in the world. The revenue of Coca- Cola is $37.27 billion in 2019, with
an operating income of $ 10.09 billion and its total assets was $86.28 billion in 2019.
Monitoring and controlling
Monitoring and controlling enables the company to look for variations between the
budget and the actuality. This is significant as it enables Coca-Cola to take steps required to
accomplish the marketing objectives. Coca-Cola can utilise methods such as sales analysis,
market share analysis and market profitability analysis to monitor the marketing plan (Mogaji
and Yoon, 2019). The sales analysis divides overall firm sales by market groups in order to
uncover sales strong and weak points. This ensures that its items are exposed to as many clients
as possible at their time. Coca-business Cola's sales performance is compared to those of its
competitors in a market share evaluation. Coca-Cola intends to grow its market share by more
than 60%. With the modifications that Coca-Cola is presently undertaking, the company hopes to
reclaim a firm position in the market (Rather and Hollebeek, 2020). Target markets range in age
and lifestyle, from high school kids to university students and might be male or female.
Marketing Profitability Analysis examines the cost of marketing as well as the profitability of
goods, sales territory, market segments and salespeople. To track marketing profitability, three
ratios are used such as market research to sales, advertising to sales and sales agents to sales. The
findings of these three factors can assist Coca-Cola in identifying developing trends, such as the
requirement for a new product. When these findings are compared to real results, the firm may
choose when to make changes.
Produce a detailed coherent evidence – based marketing plan
Marketing plan outlines the communication and public relations activities that will be
implemented over time as well as how the organisation will assess the impact of these activities.
It is a forward-thinking process that establishes an organization's future plans, with a focus on
product creation, market expansion, distribution channels, promotional activities and revenue
(Nargundkar, 2020). The marketing plan includes the mission statement, vision statement and
objective of Coca-Cola. The segmentation, targeting and positing helps Coca- Cola in dividing
the audience according to different demographics in which they will target them with diverse
offerings. Their will enables them to position itself in the market. Also both internal as well as
external environment and its impact are both beneficial and provides threat to them. With the use

of SWOT analysis, the organisation will be find out the internal and external environment factors
that creates impact on the performance as well as profitability of the company.
Strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing
objectives
The marketing mix is a collection of interconnected factors that includes the 7Ps in order
to fulfil the target customers over the competitors of business entities. The marketing plan of
Coca- Cola using 7P’s of marketing mix is mentioned below:
Product: Coca-Cola manufactures and exports over 500 brands and it had some of the
most extensive product offerings, with over 3,500 individual drinks (Pike, Pontes and Kotsi,
2021). It has embraced a customer-centric approach, growing its beverages line on a regular
basis to fulfil consumer demands and adapting to lifestyle modifications.
Price: Coca-Cola implements value pricing which means that prices are really not too
high for the ordinary buyer to afford or even too lower to be connected with a low-quality
commodity. It has developed a competitive pricing strategy in order to compete with Pepsi and
prevent valuation consumers from shifting
Place: Coca-Cola is available in over 200 nations throughout the world. Its extensive
distribution channel highlights the significance of the location strategy for the business's
marketing mix in order to develop and achieve a bigger market share as well as boost profits
Promotion: Coca-Cola has an aggressive marketing campaign that includes TV, radio,
print and sponsorships. The enterprise raises brand exposure, publicity and consumer loyalty by
sponsoring significant occasions and events.
Process: Coca-Cola has taken a coordinated competitiveness supply chain strategy to enhance its
organizational infrastructures and assure long-term profitability. Ingredient transport, equipment
cleaning, mixing and blending, filling, labelling, packing and warehousing are all processes.
Since it's not transparent to consumers, it is termed a hidden procedure (Porral and Stanton,
2017).
People: Coca-Cola has implemented a number of efforts to promote staff well-being at
jobs, compensating them and keep them engaged while enhancing performance. The brand's goal
is to develop a work atmosphere where employees are totally motivated by introducing teams
like enjoy at work or live constructively.

Physical evidence: Coca-Cola's packaging and logo are very instantly recognisable on retail
stores due to unique form and colours, making brand awareness easy to acquire in any country
worldwide (Pride and et. al., 2017). The commodities are also presented on specialised racks
given to the merchant, who adhere to the organisation’s logo and assist consumers in
conveniently and swiftly locating the goods they intend to buy.
CONCLUSION
From the above discussion, it can be concluded that marketing plays a vital role for an
organisation to perform in the competitive industry. The organisation uses various marketing
strategies to remain in the market position. In this report, it includes the key responsibilities of
marketing and marketing function and interrelationship with other functional units of the
organisation. Along with this, it also includes the marketing mix, tactics applied by firm to
achieve the business objectives and a marketing plan which covers the use of 7Ps.

REFERENCE
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