Marketing Essentials in Coca Cola - Doc

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Roles and responsibilities of a marketing function in context of Coca Cola........................3
P2 Roles and responsibilities of marketing with organisational context....................................3
TASK 2............................................................................................................................................4
P3 Marketing mix with two different organisational context.....................................................4
TASK 3............................................................................................................................................9
P4 Creating a marketing plan......................................................................................................9
CONCLUSION ...............................................................................................................................9
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is a important phenomenon in which every business organisation carry out
their production process according to wants and desires of customers. It is a dynamic process that
include number of interrelated activities to be performed by marketing manager. The report
highlights the case of coca cola which is a well established beverage brand and is recognised by
majority of population worldwide. Marketing function play a prominent role in this company and
formulate key aspects that make them successful in their operations (Malhotra, Birks and Wills,
2013). The assignment throws light on roles and responsibilities of marketing process and
importance of marketing mix. Apart from it,its relationship with other functioning component is
described in effective and efficient manner.
TASK 1
P1. Roles and responsibilities of a marketing function in context of Coca Cola
Marketing function carry certain role and responsibilities that have to be fulfilled by the
company in order to promote their product and service in market place (Lamb, Hair and
McDaniel, 2011) It is a dynamic procedure that include establishing proper relationship between
various components that help in drafting strategies in that way. In the marketing, this is one of
the most essential element to survive for a long duration in the competitive market. Without the
roles and responsibilities marketing can increase its sales and profit. To enhance there power
they should focus on the objectivity and its goals. Definition of marketing:- Marketing is the way
through which product buy or sale according to needs and demand of customer. The main
function of marketing is diliverd right product to right customer at the right time. It is the
process, institution and activity for creating, communicating, distributing, promoting, offering
specific product and services to the end users.
Importance of marketing for coca cola :-
 Building Relationships:- In the coca cola marketing managers are also play an
important role in maintaining and building a relationship between customers and
industry. Relationship among users or customer are make more loyal brand and give
confidence to purchase more product under coca cola.

 Maintaining the Industry's reputation :- Success of every organisation are positively
related whit the image or reputation of company's. For creating image marketing
managers are uses effective communication network, corporate social responsibility,
branding strategies and focus on maintaining relationships among customers.
 Handling the competition :- In organisation marketers and managers are facing the
future. At business level managers of industry are developed product & services
competition or as well as focused on how product or services of coca cola soled in
according to the Morden techniques and offer to customer.
 Product Development :- 4p's of marketing like product, place, price, promotion etc. are
also play an important role in developing coca cola's product. These type of company
are focused on current product and adopted continuing modification or improving the
level of product.
 Increase sales:- The main aim of marketing manager is to match industries product and
capability with consumers needs. With the help of distribution Channel like sales
promotion, advertisement, personal selling etc. are enhancing or increasing sales of coca
cola. Good marketing strategies are help to reducing the cost of sales and distribution.
 Source of generating new ideas :- Marketing is a dynamic concept. It is also adopting
changes according to new demand of customer. In coca cola industry marketing
managers are working for translating goals, mission, and vision into effective
marketing strategies.
 Generating high profit :- The main objectives of coca cola is to generate profit because
company sale branded product to their customer. In this industry cost of advertisement,
selling and distribution are very low. Company are sold their product in more than 200
countries.
 Definition of marketing function in coca cola :- The main function of marketing is to
identify best and successful product for marketplace and promote them. It are included
marketing research , product planing , development of best product and strategically
focused on advertisement , promotion , public relationship.
Key marketing function of coca cola :-

 Pricing: The price are determine value of product. In coca cola industry manager are set
product's price according to competitors product in market with the help of different
pricing strategies. Value of product is important for every company with the help of it
decide profit of coca cola.
 Marketing planning: It is a process of analysing one or more implicit in market places,
to determine how a business can compete them. In order to achieve the objectives of an
organization. For example, coca cola has a 20% market share of a particular product. The
company wants to raise it to 30%. in order to achieve this goal a marketer has to prepare
a plan in respect the level of production and promotion efforts.
 Packaging and Labelling: Packaging focuses at avoiding damage, breakage, destruction,
etc., it facilitates handling, lifting and conveying of goods. Packing material includes
bottle, plastic bags, tin or wooden boxes, etc. Labelling refer to a slip which is found on
the product itself. It provides information about the product and its ingredients on it. This
is either in form of cover or a seal (Brassington and Pettitt, 2013).
 Promotion: It means informing the consumers about the products of a company and
encouraging them to buy these products. This includes advertisement, personal selling,
sales promotion and publicity. These decisions are taken in view the budget of the
company. Coca cola have well structured promotional plans that make them distinctive in
their image and position.
P2 Roles and responsibilities of marketing with organisational context.
Big organisation carry out their operations and transactions through number of divisions
that are present (Jones and Rowley, 2011). They have distinctive roles and responsibilities to be
played by them but have common goal and objective to be attained in set period of time. Every
department is headed by manager of that field who have specific roles to be played by them in
order to reach targets that has been formulated by that particular company. Similarly, Coca Cola
have proper organisational structure in which there are various departments which include
finance section, human resource department, marketing and R&D divisions. All these have to be

coordinated in such a way so that final vision and mission of Coca cola gets completed in correct
time frame. Hence, it has been observed that these departments are interlinked with each other
and brief description about this is described below:
 Human Resource Department: This section is created to manage employees and other
human resource of the company which are working there. HR manager head this
department and carry out several functions which include recruitment and selection,
imparting training and development process etc. It is his duty to align organisational
objectives and aims with employee's personal desires so that together they could lead in
attaining set targets (Baker and Saren, 2016). HR manager of Coca cola carry out his
function with policies and norms that has been followed in this company. Apart from it,
he finds out the needs and requirements of employees and than impart training and
development process so that existing skills and knowledge get enhanced at sustainable
level. HR manager of Coca cola have to recruit potential staff people in different sections
of finance, marketing, production and operational. There are some strategies and rules
that have to be met conducive in order to recruit prospective people.
 Finance department: This section is known as building block of organisation as it
manages finance of company in proper way (Hauer, 2011). Funds are consider most
important resource that has have to be managed by finance manager in optimum and
effective way. There are some key areas which cannot be ignored by finance manager.
Budgets are framed for particular year so that expenditures are identified and steps are
taken in that respect. Coca cola have to manage their funds in correct mode and proper
attention is provided to minimize wastage otherwise growth will be hindered. Finance
division supply appropriate amount of other divisions like HR, marketing so that
activities are carried out in such a way.
 Marketing department: This section carry out several marketing function which is
focused upon marketing important product and services in market place. This department
is responsible for creating demands among consumers and thus, generate sales volume
for the company (Mihart, 2012. Novak, 2011). Promotional activity is also conducted by
this division in which several tools and techniques are adopted to market goods and
services. Coco cola have diverse style of promoting their product and use various sources

to carry out this, like through print and electronic media. All these decision are taken
place by this section in corrective way.
 Production Department: This section is responsible for producing such goods that are
in demand in market area. There are number of resources which are utilised to carry out
production function, therefore production manager have to make sure that resources must
be optimally utilised by them and attention should be made to minimize waste that has
been generated during the process. Consumers in market area always buy that products
which are of high quality and do not harm their interest in any ways. Thus, this point is
considered by coco cola management (Desai, 2013).
 Customer service department: This section is responsible for handling the complaints
and issues that get arise among customer. Therefore, it is necessary to handle their
problems properly so that they could be retained for longer period of time. On the other
hand, proper this department supply useful information to other sections in order to bring
changes and modifications that have to be formulated in response of feedbacks that have
been given by customers. Coca cola have well structure customer care department that
regularly listens to their issues and make sure to solve them conductively so that they
remain satisfied and happy with the company's services.
 Research & Development Department: This department of Coca cola is always focuses
on making market research so that proper steps are taken in this regard. They examine
current market condition that is prevailing. This section is properly connected with
marketing and other sections as it provide proper information in various aspects so that
decisions are taken place accordingly. For instance, R&D department of Coca cola
delivers information about decrease in sales of particular good than this in formation is
very much useful for marketing section as they make changes in considering it. Hence, it
is the responsibility of this department to study all factors and elements that affect the
functioning of company directly or indirectly (Desselle, Zgarrick and Alston, 2016).
TASK 2
P3 Marketing mix with two different organisational context
Marketing mix is a framework on which marketing function is carried out hence, it
contain several roles and techniques that allow business organisation to full-fill its final targets

and aims in set period of time (Papasolomou and Melanthiou, 2012). This concept contain 7
elements that include product, process, people, place, physical evidence, promotion and price.
Companies have to carry out their work process in keeping these elements so that final outcome
could be achieved in set period of time. The major competitor of Coca Cola is Pepsi. Comparison
between marketing mix of both these companies are described below:
Basis of Difference Meaning Coca Cola Pepsi
Product This is a physical
component that is
offered by the
company to their
customers in order to
meet their wants and
satisfy needs in
conducive way.
Coca cola is among
the largest brand that
offer approx 3500
products in market
place. There are
several varieties which
include energy drunks,
fruit juices, coffee, tea
and many other.
Company is located in
200 countries over
worldwide.
Pepsi offer variety of
beverage options to
their customers in
market place. They not
only supply drinks but
also snacks and
breakfast segment
which include
different types of
chips.
Price This element of
marketing mix involve
final process that is
charge by company in
order to market
particular goods and
services to their
customer. The people
have to make payment
in money to purchase
it.
As they offer various
variety of products to
their customer the
pricing strategy is
based upon
geographical and
market segmentation.
Apart from it,
competitors are also
consider in this regard
and make decision in
respect to it.
Its pricing component
of marketing mix in
Pepsi is highlight
affected by its major
competitor (coca cola).
They also have policy
in to market their
product by offering
discounts to their
customers which also
include distributors.

Place Place involve the
presence of that
business entity. There
are various places
where organisation is
located in different
areas of world.
Coca Cola have
effective distribution
channel system and
has its presence in
around 250 countries
that involve places of
America, Europe.
They have a strong
connection with local
distribution system
and carry out their
operations with them.
This company is
located in almost every
part of country and
distribute its product
through channel which
include restaurants,
stores, retail outlets
(Ormrod, 2014).
Promotion Every company carry
out promotional
activities to create
awareness about
specific product and
services in minds of
customer at market
area. There are several
techniques like print
media, electronic
media through which
product is promoted.
They have distinctive
strategies to promote
and advertise their
products which results
in increasing the
demand among
customers. The present
promotional strategy
include “support my
school” with
collaboration with
news channel. Apart
from it, their brand is
promoted by number
of celebrities also.
The promotional
policy of Pepsi is
largely concentrated
on grabbing the
interest of young
generation. Apart from
it, they make use of
media channels, sales
promotion techniques,
trade promotion.
People People are consider
most important
resources for any
It is a essential
component in
marketing mix which
Pepsi have set rules
and format which have
to be followed by

company hence, it is
their responsibility to
make decision in
respect to them by
fulfilling their
demands in conducive
mode. Employees that
are working in
company are also
consider in this section
of marketing mix
process.
involve employees that
are working in Coca
Cola company. There
are proper strategies
are framed that have to
be followed by staff
people. They
safeguard the interest
of their customers by
delivering high quality
services which are
user friendly also.
people that are
working in that
company. This
element of marketing
mix include the
behaviour towards
their potential
customers. Pepsi
always make efforts ti
fulfil the demands and
needs of people in
conducive way so that
they fell satisfied and
contented.
Process Company have to
carry out process to
produce proper goods
and services therefore,
correct conduction
must be performed so
that quality products
are produced. Process
must be transparent so
that consumers are
well aware of the
system that has been
present in company.
Processing of Coca
cola is flexible as well
as clear in front of
customer. However,
complete processing
function is not known
to their consumers.
Labelling, bottling
include distinctive
processing which is
under the control of
company is effective
way.
The process of Pepsi is
transparent but the
formula for making
number of products are
hidden. There are
number of strategies in
production process
which involve proper
handling of system.
Physical Evidence This component of
marketing mix involve
physical appearance of
They have distinctive
logo which is a key
resemblance part of
The symbol and logo
of Pepsi is well known
among the people in

company in the form
of logo, symbol,
message which helps
in creating the
distinctive image. On
the other hand,
customer can easily
distinguish products of
different companies in
market area.
this company. market place.
TASK 3
P4 Creating a marketing plan
Marketing plan is drafted to include steps that will provide guidance to marketing
manager to perform functions in order to carry out activities in proper way. Therefore, it
basically provide the framework on which all decision are dependent upon (Dibb and Simkin,
2013). Marketing manager of coca cola draft their plan which include sequence of activities to be
followed that include formulation of budget, SWOT analysis, PESTLE analysis which assist in
carry out examination of factor that are present in business environment which affect the
functioning of company in several ways. The plan must be clear and proper that provide proper
knowledge to people so that final results could be achieved. Brief description about the plan is
illustrated below:
 Overview of the company: Coco Cola is a American based company that produces
number of non-alcoholic drinks and supply to their customer in market area. It is
launched by John Stith and was constituted in 1892. it has been observed that Coca- cola
is among the top brand according to UK grocery sales and have revenue of around £1.2
billion in one year.
 Mission of the company: the main motto of coca cola is to promote happiness and good
moments in life of people with their branded products and work actions. Apart from it,.

Creation of high value in order to create distinctive image in customer's mind for longer
period of time.
 Vision of coca cola: they have set vision considering various aspects that include
portfolio, partners, profit motive, people and productivity. They heave framed guidelines
in all these aspects as they want to develop such organisational structure which are
beneficial for the workers and employees to work in it. Create such company's image
which will be highly efficient and always moving in a single direction that is to achieve
aims and objectives in period of time. SWOT analysis: This is conducted to examine strengths, weakness, opportunities and
threats of coca cola company so that proper judgement could be made in response to it.
This assist them to study the environment which is present inside and outside of company
so that smooth functioning can be performed. SWOT analysis of coca cola is represented
below:
Strengths Weaknesses
 Coca cola have created unique brand
image and have earned have high brand
equity.
 The company's presence is one of the
major strength as it is established in
around 200 countries that are located at
various places (Swenson, Rhoads and
Whitlark, 2014).
 They have distinctive strategies that is
formed to carry out marketing functions
which make them stand apart from
other competitors like Pepsi.
 The diversification of p[product is
minimal which is not in the case of its
competitor that is Pepsi.
 The cold drinks manufactured by coca
cola have registered several cases of
obesity which is a negative point and
cause minimizing its current image.
 There have been cases that has been
registered for improper water
management process (Silver and et. al.,
2012).
opportunities Threats
 The main opportunity which can be
grabbed by coco cola is carrying out
their production process in developing
 Presence of number of competitors like
Starbucks, Cafe coffee day create huge
threat in front of the company as they

nations.
 There are various products that have
not been well known in market place,
thus, it must be taken as a opportunity
by coca cola to provide full attention
and make changes wherever it is
required.
offer health drinks to customers which
are most preferred by them as
compared to carbonated drinks.
 Water scarcity hinders the production
process of Coca cola and thus, results in
creating threat in front of the company.
STP: This tool or technique is created to make decision in regarding segmentation,
targeting and positioning process, brief description is described below:
 Segmentation: this technique of STP involve that market is segmented on the basis of
demographic, geographic and psycho-graphic sections so that actions are performed
considering all these aspects. Coca cola segment their product on the basis of age,
gender, family size and income.
 Targeting: coca cola target their market on the basis of applying distinctive advertising
and focus on population having age group between 10 to 25 years.
 positioning: They positioned their brand image through generation of concept that
involve fun and happiness criteria (Perreault, 2010).
Marketing Budget: It is the financial statement that deliver information about the
expenses that are faced by the company. There re various activities like advertisement, sales
promotion, direct marketing all these involve sufficient amount of finance to be utilised,
therefore proper budget helps in locating the overall finance in correct way.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 54000 15000 15000 26000 20800

Investment 20000 15000 16000 14000
Total 54000 35000 30000 42000 34800
Marketing
expenditures
Advertisement 10000 7200 6800 6500 6200
Sales promotion 2200 2000 5000 3000 9100
Direct marketing 7700 6500 2500 7500 3000
Total 19900 15700 14300 18000 18300
Available balance 34100 19300 15700 24000 16500
Evaluation step: This step involve carrying out marketing research, survey in proper
way so that current situation can be find out. Evaluating process can be measured by registering
the feedbacks of their customers. Management of coca cola have to make steps in order to
remove problems and issues that get rises (Pike, 2015).
Controlling function: this is the last step in which marketing plan is reviewed properly
so that corrective steps can be taken place to improve the existing performance at sustainable
level. There are some standard that has been set so that actual performance of coca Cola
company could be compared and proper actions can be taken place to accomplish final vision
and mission (Rossi, Allenby and McCulloch, 2012).

CONCLUSION
It has been concluded that Marketing play a vital role that assist in carrying out the work
process in correct and prospective way. The report highlights the case of coca cola where
marketing function is carried out in effective way. Marketing manager have to perform several
duties and responsibilities that focuses of accomplishing set targets. Assignment underlines the
interrelation of various departments that is present in single business organisation and
development of marketing plan so that work is carried out in disciplinary mode.
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How to Create a Marketing Plan. 2017. Available through:
<https://www.entrepreneur.com/article/43018>.