Marketing Essentials: Role, Mix, Tactics, and Plan

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.