Marketing Essentials: Coca-Cola Company Strategies and Analysis

This report provides a detailed analysis of Coca-Cola's marketing strategies. It begins with an introduction to marketing functions and responsibilities, highlighting their role in promoting products, managing social media, conducting market research, and implementing marketing plans. The report then explores the interrelationship between the marketing department and other departments, such as production, finance, and customer service. A key component of the report is a comparative analysis of the marketing mix (7Ps) of Coca-Cola and Pepsi, examining their products, pricing, place/distribution, and promotional strategies. The report also includes a comprehensive marketing plan for Coca-Cola, including an executive summary, mission, vision, objectives, and STP (Segmentation, Targeting, Positioning) analysis, along with strategies to achieve its objectives and a monitoring plan. The conclusion emphasizes the importance of marketing for company growth and competitive advantage.

MARKETING ESSENTIALS

INTRODUCTION
Marketing refers to the activities that are undertaken by a firm for the promotion as well
as buying and selling of a product & services offered by the organization (Du, and Sen, 2016).
It involves adverting, selling as well as delivering of products to the costumers. Present report
highlights on the Coco Cola company which was established 133 years ago. Its headquarters is in
United States of America.
Responsibilities of marketing are highlighted in present study. their interrelationship with
firm and do comparison between various ways through objectives can be accomplish by
application of the marketing mix. Along with this, it will prepare marketing plan for the
company.
MAIN BODY
P1) Marketing function role and its responsibility
There are various functions of marketing that are helpful in achieving organizational goals
(Ahmed. and Rahman, 2015).
Roles of functions of marketing are as following:
Promotion
Marketing department is helpful in promoting brand and its products (Azhar, Prayogi and
Sari, 2018). It will helpful in promoting right content for the products and services which results
in gain of customers trust as well as satisfaction. Gaining customer satisfaction helps in company
to enhance their market share which is one of the common goal of Coca-cola.
Monitoring and managing social media
marketing department has to monitor and manage the social media as it brings company
to more closure to their customers and become the most popular medium for communicating
with them. This lead firm to get to know about their customers and accordingly they prepare
content in order to promote their goods on social media page (Fahmi, Fathoni.and Harini,2019).
Conducting research-
It conducts market research and gather detail about consumer needs. It helps the Coca-
Cola company to conduct new customer through marketing. By providing various advertisement
company can make aware about the company and their products. Research has to be done to
know the marketing condition (O'Cass.and Heirati, 2015).
Implementation of marketing plan and strategies
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it helps in making proper plan to achieve the goal.. Marketing plan lead employees of the
department to know about marketing objectives, standards and activities which lead them to
understand about their targets, goals and functions. Marketing strategies is helpful in achieving
marketing objectives which lead to achievement of organizational goals (Mbathmanathan and
Rajadurai, 2017).
Work and brand values-
Brand value can be defined as consumer’s view point about firm . It is considered to be
one of the most important parameters for the measurement of success of organization. And hence
marketing helps the company in improving its image in market (Loo. and Leung, 2018).
Help to improve sales process and customer-
Marketing department has the responsibility to help the company to know the perceptions
of customers and users toward their products and services. In order to make new perception in
the mind of customers, company will do focus on promotion and marketing of their goods in
unique way which helps the Coca-Cola company to raise its sales process (Gilligan. and Lowe,
2018).
P2) Responsibility of marketing and link with other departments
Marketing plays different roles and responsibility. Where first the marketing roles and
responsible is to gather the information from the market and try to analyse that information.
According to the marketing information, marketing will help to identify
customer demand and their desire related to advertisement and others. Also marketing helps the
organisation to achieve target and objective of Coca-Cola company by making different
marketing plans (Thieu and et.al.,2017).
Marketing with production
Marketing also plays vital role in case of designing and development of a product.
Marketing department is directly related to production department as they know about the
customer which means they know how much market they have cover so according to the demand
of consumer they direct production department to produce that much quantity. So both the
department is linked to each other. When marketing department finish their work than its time
for production department to finish production work on time.
Marketing with finance department
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Whereas Coca-Cola firm has various functional units such as production, customer
services, finance, research and development and many more which have important relationship
with marketing. Marketing department plays a vital role in relation with finance department as
marketing department is that department which deals with activities like promotion and
marketing, after understanding market conditions they provide their finance department how
much amount each product worth and how much amount they needed for running their business
smoothly. Coca-Cola firm is having a big brand so they have a big marketing all over the world
and they decide that in which Country and city growth is more and after that they finalize that
how much amount finance department need to invest.
Marketing with customer service department
Marketing department works with customer service department as marketing department
includes advertising, promotion and many more marketing activities so to do these activities they
directly meet customer and they know how to deal with customer so they also plays role of
customer service department sometime because they know how to handle any situation with
customer. Marketing is that aspect which got your customer in the door, but did customer service
keep them there? Coca-Cola is having a loyal customer because they carry great marketing and
customer service department. (Wirtz. and Lovelock,2016).
P3) Marketing mix comparison between Pepsi and Coco cola
The marketing mix analysis is also called as 7ps analysis. This contain set of strategic
tools of marketing which works continuously to obtain the objectives of a firm. Mention below
analysis of two firms with respect to the marketing mix. The firm chosen is Pepsi and Coco Cola
(Gilligan. And Lowe, 2018).
Coco Cola Pepsi
Product  The organization find out the
need and want of the consumer in
the market and accordingly to the
demand of the customer,
company offers various products
such as Coke Zero, Diet Coke,
Fanta, sprite and many more
products.(Mbathmanathan.and
 Pepsi is defined by citrusy
flavour burst, Unlike coke's
raisin-vanilla taste of coke.
 PepsiCo products which
includes Pepsi, lay's, gatorade,
tropicana, 7 up, cheetos, and
many other products.
 Pepsi has high demand than
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Coco Cola Pepsi
Rajadurai, 2017).
 Coca-Cola Company also sell
fruit drinks which are Oasis,
isotonic sports drink, packaged
water.
 Price of coke is less in some
products and price varies
according to demand of customer.
pepsi because pepsi contains
more sugar caffeine, citric acid
and corn syrup.
 Pepsi is having less salt
percentage than Coke.
Price  Product demand should
determine the price.
 Price should not be too high or
too low than competitors price.
 Price should be set by keeping in
mind about target market.
 Revenue and customer
satisfaction should be its first
priority.
 Pepsi pricing focuses on
consumer' s perception of value.
 Pepsi using quality pricing
strategies in which they keep
according to the quality of
product.
 Some products of Pepsi is
cheaper than Coca-Cola.
Place/
distributio
n
 The Coca-Cola Company
delivering its product in more
than 200 countries
 PepsiCo uses direct and indirect
distribution methods hence iI
has become able to generate
profit of 1 billion through its
retail sales.
Promotion  Coca-Cola campaigns in such a
way that it trigger emotional
touch in mind and hearts of the
public, Coca-Cola’s marketing
strategy hits the door open and
launches campaigns that delivers
 PepsiCO use promotional
strategies like making attractive
advertisement, they are using
recognised face promotion to
target their customers such as
film star or cricketers. As they
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Coco Cola Pepsi
attachment of company’s morale
to emotions shown by people. As
simple as it may sound, the
company goal is to create a smile,
, as a world watches their ads.
are idle to the millions of
people which Coca-Cola is also
doing but the difference is
Coca-Cola's emotional touch.
People  Coco Cola company targets the
people who is age above 13
years.
 Pepsi focuses on the youth
people (Ahmed. and Rahman,
2015).
P4 Marketing plan of Coco Cola.
A marketing plan is document that represent a marketing strategy outlines as well as
tactics (Azhar, Prayogi.and Sari,2018). It focuses on the 7ps of marketing.
Executive summary
This report shows about all the strategies and marketing plan of Coca-Cola. In this report
it has been shown that how Coca-Cola is having a great impact all over the world and how Coca-
Cola is surviving with good growth rate in today's competitive world from last 133 years and in
Another objective of this report its that how Coca-Cola is performing with its competitors. And it
is also for knowing about recent market of beverages.
Mission-Its mission is to become the popular global brand which provides fresh drinks.
(O'Cass.and Heirati, 2015).
Vision
Coco Cola company need to accomplish quality growth as well as continue achieving
sustainability.
Productivity- be a more effective, rapid moving organisation (Pomering, 2017)
Various objective of marketing strategies
Objectives of Coca-Cola :
 To maximize the sales of the products
 To maximize the profit by 20 % till the end of the year 2020
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 Enhancing the brand image
 To become the number one brand in terms of beverage company all over the world
STP Analysis
Segmentation :
It means to divide or portioning the market into groups which are having similar purchase
behaviour and similar needs. Coca-cola uses demographic segmentation and target people on the
bases of their age.
Targeting :
Coca-Cola implements differentiated targeting tactic. It contains two age bracket one in
which it targets youth of the age 10-25 which is its primary market and the secondary market is
come under 25-40 age bracket.
Positioning:
Cost positioning tactic is generally applied by Coca cola it aids in attracting new buyers
and retain existing consumers.
Strategies to fulfil objectives –
 Built strong and loyal distribution channel
 Do innovation and try different type of marketing strategies which make unique from
other competitors.
Monitoring marketing plan
Monitoring marketing plan here the analysis of sales assist to judge the previous years’
sales if the Coco Cola company while market share also analysis to identify market share to the
competitors like Pepsi. it also analysis sot profitability which helps to understand the profit as
well as cost level of every aspect (Mbathmanathan.and Rajadurai, 2017).
Marketing Budget :
It is approximated amount which will cost to promote product and services. It is a part of
marketing process and marketing plan.
It consists factors like:
 Business financial position.
 Competition.
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 Demand of business.
CONCLUSION
Study can be summarized as marketing is important for company’s growth and gaining
competitive advantage. The ways of using marketing mix and also compare its by Pepsi and
Coco Cola for targeting the different customers and also provide the basic development plan for
the Coco Cola company. Marketing mix tactics and proper monitoring helps companies in
analysing market demand and meeting that demand timely.
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