Roles and Responsibilities of Marketing Function in Coca Cola

This report discusses the roles and responsibilities of the marketing function in Coca Cola, including meeting customer demands, widening the market, and ensuring the survival and growth of the company. It also explores the interrelation between marketing and other organizational functions. The report further examines how different organizations apply the marketing mix to achieve business objectives, using Coca Cola and Pepsi as examples.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Roles and responsibilities of marketing function...................................................................3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................5
TASK 2............................................................................................................................................6
P3 Ways in which different organisations apply the marketing mix to the marketing planning
process to achieve business objectives........................................................................................6
P4 Produce and evaluate a basic marketing plan for an organisation.........................................9
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing relates to the set of activities which a company perform to promote its
products so that potential buyers or sellers can be attracted or services which customers can
avail. The term marketing includes communicating, exchanging or delivering the information
regarding a product or service so that consumers are attracted to purchase it. It is one of the key
function of an organisation as it brings value to the customer and ensures survival of the
company in the competitive world. The most creative and attractive department of any firm is
marketing because it creates such promotional activities for promoting the product that
customers are pulled in towards it (Saura, Reyes-Menendez and Palos-Sanchez, 2020) . In this
competitive world, where number of similar products exist, marketing plays an essential role to
represent the product in such a way that it is seen distinct from others. The organisation chosen
for this report is Coca Cola, which is an American company dealing in beverages. It is situated in
Atlanta, Georgia. The formula of Coca Cola was sold by a pharmacist in 1889 to Asa Griggs
Candler, who incorporated an organisation in 1892 as Coca Cola company. This report will
cover the roles and responsibilities of marketing together with its relation to other organisational
function. Further it will include the comparison of marketing mix for two different companies
and a basic marketing plan for Coca Cola.
TASK 1
P1 Roles and responsibilities of marketing function.
Marketing refers to the activities for advertising, promoting or communicating the
product information to the world so that the company's sale is ensured and value can be offered
to the customers, clients and people at large (Rezaei, Wee, and Valaei, 2017). It is basically a
process to identify the demand of the consumers so that their needs are fulfilled and the profits of
the company is maximised. The marketing department of Coca Cola continuously work hard in
identifying the needs of the customers so that their targets are achieved. There are many roles
and responsibilities of marketing which it plays to attract target market.
Role of marketing function
Marketing plays a key role in determining the market condition. It is the only department
in any organisation which identify the target market and continuously work towards retaining the
customers. The marketing department of Coca Cola plays following roles-

 Meets customers demand- The needs of the consumers pre exist in the market. It is the
role of the marketing department to identify the needs and wants of the customers so that
their demands are met on time. Customer is the king of the market and fulfilling their
demands increases the possibility of earning higher profits for Coca Cola company. Widens the market- The marketing department continuously work towards expanding the
market share by promoting the product wide and far. The use of mass communication to
advertise the product helps Coca Cola company in interacting with customers so that
wide market is captured through attractive communication or promotion of the product.
 Ensures survival and growth of company- Satisfying the needs of customers helps the
company to survive in the market. The consumers can make a place for any organisation
in the market and can also take away the market share if its demands are not fulfilled. The
marketing department works toward identifying the needs of the customers and ensures
that their demands are met well in advance so that the objectives of the company is
achieved efficiently which will ensure its growth and survival in the market (Appah and
George, 2017).
Responsibilities of marketing function
The marketing department of Coca Cola company has several responsibilities towards
the organisation which includes generating revenue, capturing maximum market share and
ensuring growth and survival of the company. The other responsibilities are- Setting marketing strategy- The marketing department sets a plan for promoting the
products of the company which shall include capturing larger market share. It prepares a
promotional plan consistent with the overall strategy of the organisation so that goals and
objectives are achieved smoothly. Market research- It is the key responsibility of marketing department as it helps in
identifying the opportunities or threats pre-existing in the market. It also helps in
understanding the competitors so that the company is prepared well in advance to take
action against the competitor's strategy (Rundh, 2016). The Coca Cola company's
marketing department does the research through study of reports or data of industries or
through surveys to identify needs and wants of customers.
 Communicate brand value- The most important responsibility of this department is to
communicate the brand to the customers. It is the marketing department who creates the

brand value through images, ideas and messages so that the potential customers are
attracted (Sample, Hagtvedt, and Brasel, 2020).
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context.
The marketing is a basic term that consist of various prospects under which Coca Cola
promote its products and services in successful manner. In this, certain set of actions has been
induced as while including market investigation and advertisement by which more of the
customer's attention is grabbed with easiness and comfort. In relation to Coca Cola, marketing
department perform various functions under which smooth operation is conducted with better
suitability. In support of interrelation between different functions complexity among working is
reduced and favourable outcome is developed which is furthermore as explained below as:
Marketing and human resource department: The marketing department has
performed different function as per the suitability and requirement of Coca Cola. In this they
have perform promotional activities so that larger market has been covered and strong customer's
base is developed. On the other hand HR department make sure that adequate workers has been
appointed who has better set of skills and abilities so that effectiveness among working is
processed. As per concern of its relationship, marketing department publish post of vacant
position so that more of respondents make their presence at the time of recruitment and HR
make sure that talented and skilled labour force is appointed.
Marketing and finance department: The marketing department of Coca Cola is a
backbone of business and worked on to collect and grab higher attention of aggressive
marketplace. In this accessibility of business is getting increased under which various strategies
is developed so that more of the customer's attentions is attained. On the other finance
department ensure that effective flow of funds is managed so that both credit and debit sales is
managed and operate with fluency. In its interrelationship perfect balance is attained as in terms
of profit generation so that market share also get enhanced (Elsharnouby and Elbanna, 2020).
Marketing and information technology department: Coca Cola and its marketing
department make sure that balanced level of technical advancement is being induced within
working standard of business. In this productivity of business increases and along with this IT
department make sure that certain software has been developed under which programming is
processed with easiness. In this communication and interactive abilities of Coca Cola is
enhanced under which sustained clarity and transparency is induced with perfection.

The marketing attractiveness is dependent on the perfect management as in between
internal and external components as it has better impact over profit production of business. As
marketing department plays vital role within the success of business so that need and
requirement of business is fulfilled continuously. The department also played various
responsibilities that is as described below as:
Responsibility towards customers: It is a measure of responsibility that is played so as to
enhance collective efforts of business in which customers always get in priority by which
business offering also enhanced. In this, customer satisfaction is the only basis that is achieved
so as to adopt promotional offering by which market presence has been enhanced.
Responsibility towards public: In this Coca Cola play various regulation under which
skilled employees are targeted by which business objectives and target is completed with
adequateness (Haase and Wiedmann, 2018).
TASK 2
P3 Ways in which different organisations apply the marketing mix to the marketing planning
process to achieve business objectives.
It is an essential marketing strategy which used by the companies determine the product
offering. It is a tool used by organisation to guide the customer to select goods or services rather
than the competitor's one. The marketing mix includes 7P's which helps in identifying the needs
of the customers. These 7 elements are- Product- It represent the product or service which the organisation is offering to the
market. The marketing department must furnish full and adequate information regarding
the product to the customers so that their requirements are met well on time. Price- It is the cost which the customer has to pay to buy the product. The price of the
goods or service must be set in such a way that the organisation is able to earn its profit
as well as the price is competent with that of the competitors and the customers show
willingness to purchase it (Amoako and et. al., 2020). Place- The channel of distribution used by a company through which the product is
reached to the customers is called the place. It may include the geographical location,
inventory, retail outlet, etc.

 Promotion- It comprises of advertising and promoting the product in the market so that
large number of customers are attracted. It basically includes delivering the information
of the product to the consumers so that it is introduced and communicated into the
market easily. People- It includes the person who are behind the success of the company which
includes the staff, employees and the owners. Right people must be employed at right
place so that the correct product is offered to the target customers on time. Process- It includes the procedures or formula involved in manufacturing the product
and making it available into the market.
 Physical Evidence- It refers to everything which the customers see when communicating
with the organisation. It includes the environment where product is offered, packaging,
branding, etc. It also includes the services which may be in intangible form but has some
physical elements present in it which the customer avails (Hisrich and Ramadani, 2017).
The marketing mix of Coca Cola and Pepsi, which is one of its competitor is discussed
below:
MARKETING MIX COCA COLA PEPSI
Product The company has big and
diverse product line with over
3500 different drinks. It is
continuously expanding its
portfolio of beverages for
meeting customer demands by
using customer centric
approach (Jain, 2019).
Pepsi sells wide variety of
products in beverages, snacks
and food with 22 different
brands like mountain dew,
lays, tropicana, diet pepsi,
doritos etc.
Price Coca Cola uses various pricing
strategies, like value pricing
strategy for its products where
prices are neither too low or
high. It is within the customer
The company adapt the market
oriented price strategy due to
following factors like demand,
purchasing power of
customers, competition, etc.

MARKETING MIX COCA COLA PEPSI
reach. Second is competitive
pricing strategy to stay
competitive with Pepsi so as to
prevent consumers from
switching.
One of the strategy is
leadership pricing for Pepsi-
cola so that there can be close
competition with Coca Cola.
Another one is premium
pricing for Doritos to ensure
strong competitive position in
the market.
Place The company distribute its
product in more than 200
countries like USA, UK, India
etc. It targets the entire planet
and make sure that products
are reached globally.
The Pepsi directly sells its
product through departmental
stores, supermarkets, grocery
store, etc. It does not sell its
product online through its
website but are available
online on the website of
medium channels like
departmental stores,
supermarkets, etc.
Promotion Coca Cola uses aggressive
marketing to promote its
product. It follows many
channels like TV commercials,
radio, sponsorships and even
prints media. Its main aim is to
get eye catching position in the
market.
The company spends heavy
amount of money in
advertisement and marketing.
It uses ATL and BTL
marketing strategies like
television, internet and social
media to promote its products.
It provides various discounts
through packaging to increase
its brand equity.
People The company makes many Pepsi has a corporate culture

MARKETING MIX COCA COLA PEPSI
initiatives to motivate its
employees and reward them
continuously to increase their
productivity. It focuses on
building healthy work
environment by engaging the
workforce in teams such as
'live positively' or 'fun at
work'.
which value its workforce and
emphasizes on diversified
employees. It focuses in
providing the environment
which has equal opportunities
for all.
Process The company uses hidden
process which is not visible to
its customers. There are many
process used by Coca Cola like
mixing-blending, washing
equipments, labelling,
ingredient conveyance, etc.
which is continuously
reviewed to meet the changing
demands of the consumers.
The process used to
manufacture the soft drink of
Pepsi involves removal of
high fructose corn syrup from
the traditional. The flavour
concentrate are shipped from
manufacturing plants of
special Pepsi cola and the
labels, caps and cartons are
manufactured by other
companies for Pepsi.
Physical evidence The products of Coca Cola are
easily identifiable as its logo
and packaging are distinct and
unique due to its colour and
shape. The company has a
mission of providing endless
varieties to its customers.
The company gives all
information about itself on its
website which includes
manufacturing process. It also
has a philosophy for packaging
which includes 5R's - reduce,
reuse, recycle, remove and
renew.

P4 Produce and evaluate a basic marketing plan for an organisation
A marketing plan is a detailed strategy report of an organisation which is used to organise
and track the planning of the coming year or quarter or month. It is an overview of the marketing
and advertising objectives of the company which is required to be achieved together with
organisational goals.
Executive summary
The Coca Cola company is an American beverage multinational organisation which is
situated in Atlanta, Georgia. It is a manufacturer of non alcoholic drinks. A pharmacist sold the
formula and brand of Coca Cola to Asa Griggs Candler in 1889 and the Coca Cola company was
incorporated in 1892. The company has large number f close competitors in the market so an
effective market plan is necessary so that it can retain the customer share ( Miceska, G. and
Dimitrieski, M., 2017). The Coca Cola company has a market share across the globe so it
promote its product through mass communication like TV, radio and internet so that it is reached
widely across the world in less time. As Coca Cola wants to launch a new soft drink known as
digestive coke. The analysis that will help Coca Cola to develop a marketing plan is as follows:
Mission
The mission statement of the company is simple and clear and focuses on creating high
value to the customer. It aims to refresh the world with happy and positive moments lived by
having Coca Cola.
Vision
The vision statement of the company encourages healthy working environment for its
employees. It expresses its concern towards quality and customer satisfaction so that the
organisation can achieve higher success.
Situation
SWOT Analysis
It is strategic tool which help the organisation to identify its internal and external
environment. The internal environment include its strength and weakness and external
environment include opportunity and threat (Murphy, Gretzel and Pesonen, 2019).
The SWOT analysis of Coca Cola company will help the organisation in identifying its
strength, weakness, opportunities and threats so that the new product is launched successfully
and without any hurdle.

STRENGTH
 Brand image and goodwill will help in
accepting the new product easily.
 Extensive distribution channel will help
in reaching the new product easily to
consumers..
 Great marketing and advertising
strategies will help in promoting the
new product 'digestive coke' with full
enthusiasm.
WEAKNESS
 The company is not heading towards
snacks whereas its competitor are
capturing major share in snacks other
than beverages.
 The beverages are not healthy so it
causes health problems due to
excessive sugar. This may affect the
launch of new digestive coke as people
will have trust issues regarding its
health advantage.
OPPORTUNITIES
 The investment in developing countries
will help the Coca Cola company to
capture the market initially in
developing countries and then other.
 The packaging of new product which
will have sustainability will help Coca
Cola to capture larger market.
THREATS
 the substitute of soft drinks like tea,
coffee will have major threat in
launching new digestive coke.
 A little variation in cost with that of
other competitors will become a threat
to new product as it will enable the
customers to switch to competitor's
product
Objectives
 To increase the market share by 15% by launching digestive coke for health conscious
people in 12 months.
 To satisfy and strengthen the needs of the customers with new eye catching product. To become market leader of digestive coke in 18 months.
Segmentation Targetting and Positioning
 Segmentation- It is a process by which the company can differentiate between different
groups and get a target market to raise profit and sales. The Coca Cola company segment
the customers as it chooses people from all age group because the digestive coke is

suitable to all as it is healthy. on the basis of consumer's age, gender, etc. Coca Cola
segments the geographical area.
 Targetting- It is a process by the target market is identified. Coca Cola target the
customers who are watching regular TV commercials and advertisement. It also targets
the digital media customers who are more active on social media (Lo and Campos,
2018). Positioning- As Coca Cola is the largest manufacturer of soft drinks, its band image
speaks about itself. It will launch the product both on mass media and digital media so
that it can reach large area in short span of time.
Tactics
Marketing mix 4P's
It is a marketing strategy tool used by the organisation to identify the needs and wants of
the customers. The 4P's for the mew product are-
 Product- The new product launch of Coca Cola is Digestive coke which is specifically
launched for health conscious people. It helps in curing the stomach issues as it has
gastric acid present in it.
 Price- Coca Cola will use penetration price strategy to capture the large market share at
the earliest with low price initially and gradually increasing the price after the market
share is retained.
 Promotion- The company will use digital as well mass communication to introduce its
product. The Coca Cola company will hire a celebrity brand ambassador to attract more
customers to purchase the product. Place- Coca Cola shall use direct selling channel to make the product available to the
people. It shall also use online platform to reach international market easily (Talikoti,
2019).
Action plan
Budget allocation
It is an amount which is designated to a particular expenditure line. Coca Cola has
allocated a budget for its new product which is digestive coke so that there is smooth launching
and manufacturing of product. The budget allocated shall be used for many purpose like

advertising, promotion, etc. There are many methods which are used for allocation of budget like
activity based, zero based budgeting, etc. (Teixeira, Barbosa and Pinto, 2019)
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 7000 10000 12000 10000 10000
Investment 3000 18000 25000 35000 18000
Total 10000 28000 37000 45000 28000
Marketing outlay
Promotion 12000 4000 9000 10000 4000
Sales publicity 4000 4000 4000 4000 4000
Direct selling 4000 15000 5000 4000 4000
Total 20000 23000 18000 18000 16000
Controlling and Monitoring
Monitoring is process of checking the actual performance of the plan. It requires the
company to collect the information and report on any problem or opportunity that may rise in the
continuation of marketing plan. Controlling is basically used to compare the actual performance
with the planned performance (Caliskan and et. al., 2020).
In Coca Cola, the activities are to be controlled by using different measures like
benchmarking or key performance indicator. KPI is an indicator which creates an analytical basis
for making a decision and helps in focusing on what matters the most. Benchmarking is an
analytical tool which help the organisation to compare its performance with the competitors so
that opportunities are discovered and performance and quality is improved.

CONCLUSION
It is concluded from the above report that marketing is an essential function for an
organisation as it helps in introducing and communicating the product into the market. Without
delivering the product information to the potential customer, a business cannot survive and there
cannot be chances of growth or expansion (Ali, and et. al., 2016.). Marketing unit of Coca Cola
plays many roles in an organisation like it helps in meeting customer's need, ensures its growth
and survival, etc. There are also many responsibilities of marketing department which need to be
done timely for effective functioning of the business. It is also noted that there are several
marketing strategies to communicate and deliver the product such as marketing mix. The Coca
Cola company has an effective marketing function that helps in advertising and promoting the
product so that it is reached across the globe effectively. Further it is concluded that an effective
marketing plan can help Coca Cola to capture the market share for its new product.

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