Marketing Essentials of Coca Cola (pdf)

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
Activity 1.........................................................................................................................................1
Covered in Booklet. ...............................................................................................................1
Activity 2.........................................................................................................................................1
Comparison of how different organisations apply the marketing mix...................................1
Produce and evaluate a basic marketing plan for an organisation..........................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
In every organisation marketing plays an essential role in establishing relations among
clients as well as the firm offering in marketplace. It is considered as a set of activities that are
undertaken through organisation for promoting their product and services. Generally, it includes
the advertisement, selling as well as delivering goods to customers or another business. Also, it is
the process of enterprise that develop relations and satisfy consumers. In order to attain the
success it is very crucial for the manager of marketing to apply appropriate market approach.
Market is a place which offers a platform to purchaser as well as seller. For this report the
chosen company is Coca Cola which is an American corporation, producer, retailer and marketer
of non alcoholic beverage concentrates as well as syrups. Its headquarters is in Georgia, Atlanta,
US. The purpose of this report is to understand the key roles and responsibilities of marketing
functions and its relations with organisation. Marketing mix of two companies are compared as
well as their application into the process of planning for achieving its objectives. Along with this
a market plan is prepared and evaluated for the selected are also mentioned in this report.
Activity 1
Covered in Booklet
Activity 2
Comparison of how different organisations apply the marketing mix
Marketing mix is considered as a placing the appropriate products at correct time. This
basically concentrates on consumers satisfaction as they has various desired from the product of
the firm. This aids in marketing planning and also assists in facilitating data regarding the target
marketplace (Baack, Harris and Baack, 2013). Therefore, company can launch their goods
according to the expectations of the clients. Success as well as growth both depends upon how
the organisation treat their customers and how it satisfy them. Mainly marketing mix have four
components that are products, price, place, promotion. This is utilise by the organisation to
promote their goods so that it can acquire more market share as well as earn high profitability.
Mostly whole firm apply this tools for developing effectual marketing plan. Coca Cola utilise it
to enhance reach into international market. Components of marketing mix facilitates the
1

perception regarding the price, people, goods, positioning and so on. This assists them in making
strategies. The 7P's of marketing mix are explained below:
Illustration 1: Marketing Mix
Source: Marketing mix, 2018
Marketing Mix of Pepsi and coca cola:
Basis of difference Coca cola Pepsi
Product Coca cola is an world famous
and leader in soda beverage
and leads in almost 200
countries. It has an
impressively biggest product
portfolio in which almost 500
well known brands name
consist in it and it also
provides almost 3900
beverages and their choices. In
its product portfolio they have
Pepsi is second largest soft
drink player in the whole world
and implement various
strategies and tactics to
compete in competitive
environment. It also large
chain of products in which soft
and energy drinks, cereal,
snacks and sports food with
bottled water and other
merchandise consist in their
2