Importance of Marketing for Business Growth

The report emphasizes the importance of marketing for a company's growth and development in a competitive market place. It discusses various approaches to increase company sales, including marketing functions that play different roles in attracting buyers. The marketing mix is essential for providing information about products, places, promotions, and other aspects. A marketing plan is also crucial, outlining business situation analysis, target customers, SWOT analysis, and other techniques effectively.

Marketing Essentials

Table of Contents
INTRODUCTION ...............................................................................................1
TASK 1.............................................................................................................1
P1 Key responsibilities and roles of marketing functions ............................1
P2 Roles and duties of marketing related to the organisational context.....3
TASK 2.............................................................................................................5
P3 7P's of marketing mix in context with two organisations........................5
TASK 3...........................................................................................................13
P4 Marketing plan of the company.............................................................13
CONCLUSION .................................................................................................17
REFERENCES .................................................................................................19

INTRODUCTION
Marketing is a management process for anticipating, satisfying and
determining buyer’s requirements in a profitable manner. Marketing is an
important concept which is applied by each and every organisation in order
to create value for customers as well as to make a better relationship with
them (Baker and Saren, 2016). It is an essential part of company to capture
market share and attract a large number of clients towards products or
services.
This report is based on Coca-Cola which is a public limited company
that deals in different variety in beverages. It was found by John Pembertom
in the year 1886 with a motive of providing quality products to clients. This
report will determine various marketing functions, responsibilities and roles
in the organisational context. 7P's of marketing will be highlighted in the
report for Coca-Cola as well. Marketing plan of business entity will also be
described here.
TASK 1
P1. Key responsibilities and roles of marketing function
Marketing: It is define as a set of institutions, processes and activities
for creating, exchanging, offering and communicating value to buyers,
partners and clients at large. This concept is essential and a significant
element of business growth and success (Functions of Marketing, 2015). It
will play an important role and responsibilities in order to achieve long term
or desired objectives. There are different kinds of functions which are applied
by Coca-Cola with a motive of attracting different number of clients (Bateson
and Hoffman, 2011). All these are determined as follows:
Analysing and collecting market information: Companies are
required to make products or services that satisfy the needs and wants of
customers according to the dynamic changes. After the post Brexit Britain, it
has created a platform of job opportunities for number of skilled people from
China, Africa and India who can now avail the possibilities of developing
1

themselves by working globally. This also allows them to gain the experience
of different fields and acquire knowledge and set of skills so that they can
perform in an effective manner.
Marketing planning: It is also essential and significant function of
marketing which is valuable for the business success and growth. In this,
they need and want high market share in order to attain long term objectives
and targets in specific time frame (Berkowitz, 2016). Business conducts
research programs to identify current trends of market and requirements of
buyers towards products or services. In respects to gain this objectives or
goals the marketer has to design a plan of the level of promotion efforts and
productions.
Product development and designing: It is an essential and vital
part of each and every business entity to sell all products and services. Coca-
Cola provides different varieties in beverage which is attractive in large way.
In this, they should to try to give better designed products to their target and
potential customers in an effective or efficient manner.
Customer support services: In this function, manager of company is
responsible to support their customers within giving better services or
facilities to them. There are different services offered by marketers to their
clients such as after-sales, technical, credit, maintenance and handling
buyer’s complaints services, etc. All these assist the clients in this they offers
better satisfaction to them.
Physical distribution: It is also vital and main function of marketing
where all decisions regarding carrying out things and other objects are
taken by marketers in a systematic manner. In order to accomplish all tasks,
judgement about 4 factors is taken such as inventory, warehousing,
transportation and order processing (Boag, 2012). With the use of this
aspect, Coca-Cola company decide where they produce their beverage and
services at right time.
2

Pricing: It is also an important element which is set by company. In
this, business entity fixes their product’s price as per the needs and wants of
customers.
Promotion: It is also important and vital part of business growth and
development. In this, company uses different tools and techniques in order
to attract different buyers and identify the market trends (Ebert and et. al.,
2014).
M1:
It is essential for company’s success and development because better
quality at reasonable price attracts a large number of buyers effectively. Due
to this, sales of company accordingly gets increased and achieve higher
profitability and productivity. Publicity, direct marketing, sales promotions,
personal selling, public relations sponsorship and other aspects are applied
by Coca-Cola to advertise their product’s quality among buyers. All these
factors are highly effects on internal and external environment.
P2. Roles and duties of marketing in organisational context
Marketing is very essential process which is apply by each and every
companies to achieving desire objectives and goals. With the use of
marketing concepts, all companies improve their effectiveness and efficiency
as well as attract various numbers of buyers towards products or services
(Jones and Rowley, 2011). There are different departments which are mainly
related with marketing division that work in the organisation which are
determined as follows:
3

(Source: Organisation Structure of Coca-Cola, 2017)
Sales department: In the each and every company, these division
plays essential role in selling their products or services to end user in a
systematic manner. These are important part of the company success and
development because they are providing quality and different variety in
beverages. In this manager of marketing team that also plays significant role
in supplying all products from one place to another. In this they use
transportation, warehousing and other essential aspects (Lamb and et. al.,
2011). So it is said both sales and marketing are interrelated with each
other.
Human resource department: Main role and duty of HR department
is to recruit and hire knowledgeable or talented persons in a systematic
manner. As a role of trainee marketing manager, it has been chosen
Favourable and Superb applicants who can easily communicate with their
customers and sort out all problems of the buyers in a proper manner
(Malhotra and et. al., 2013). In this marketing manager apply two
4
Illustration 1: Organisation Structure

approaches such as internal and external, those are recruitment techniques
in order to giving all information regarding job profile and other necessary
data to them.
Finance department: They are main and crucial part of the business entity
to evaluate internal and external sources of funds; Like bank, stakeholders,
families, relatives and other resources. In this marketing is required in order
to collect necessary information about sources for doing entire functions and
activities in an essential manner.
Supply chain management: They are important part of the business entity
because they analysis the demands and needs of the customers. So in this
they set their product price as per the market demand. Main role of this is to
provide different variety in beverages at reasonable price to the potentials
and target buyers (Papasolomou and Melanthiou, 2012). Along with them,
marketing department conduct research in order to investigate wants and
requirement of the clients and trend of market in an effective manner.
Administrations: Main role and responsibilities of this department is to
organising, directing, maintaining, controlling and staffing their employees
regrading its works. They are responsible in giving better training and
development to their workforces, so in this they can increase their skills and
attain desire objectives in certain time duration. Marketing manger also
plays essential role in giving better benefits such as bonus, fair remuneration
and incentives etc. So it is said both are interrelated with the motive of
increasing business sales and achieving higher profitability.
Research and Manufacturing department: Role and responsibility of this
division is to conduct new product research & development, updates existing
goods, checks the product quality, and apply innovation in their business. In
the Coca-Cola, there are provides different variety and flavour in coca-cola
products (Wilson, 2014). In this marketing department organise a research
programs in order to identifying needs and demands of their products in
marketplace. So with the help of this, they can supply various beverages as
per the clients requirement at affordable prices. Due to this, business entity
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increase their sales and gain higher profitability in comparison to another
companies.
Marketing department: They are important and vital part of the
organisation which plays essential role and duty in giving better satisfaction
to customers. They are responsible in regards to analysing market situation
and products demands. In this they provide different facilities to their
customers such as communication channels i.e. promotions, advertisement,
public relations, sponsorship, online marketing, publicity and other
techniques which stimulate consumer buying patten (Lamb and et. al.,
2011).
Above all department are plays essential and vital role in success and
growth of company. But without functions of marketing they can not attain
long term development so it is said that both are interrelated with each
others.
TASK 2
P3 7P's of marketing mix in context with two organisations
7P's of marketing: It is very necessary and essential part of the each
and every organisation (Marketing Mix, 2014). With the use of this elements,
business entity can produce different information to their potentials and
targets customers reading products, place, promotions, process, people
physical evidence and price etc. All these are important in success and
growth of company because in this they can increase their sales and achieve
higher profitability.
All organisation use marketing mix in order to providing various
informations regarding 7P's. As per this study, there are two organisation
such as Coca- Cola and Pepsico limited, both are use marketing mix which
are determine as follows:
Briefing Paper:
Title Marketing mix of Pepsico and Coca-
Cola
6

Purpose of the paper Main purpose of this paper is to
briefly define marketing mix of both
organisation.
To whom General Manager
By whom Marketing team
Date 12th December 2017
Marketing
mix of
Coca-Cola
Evaluation
of the
tactics of
Coca-Cola
Marketing
mix of
Pepsico
Evaluation
of the
tactics of
Pepsico
Similaritie
s and
difference
s of two
organisati
ons.
Business
objectives
Main
objectives
of Coca-
Cola is to
provide
better
quality and
flavour in
beverage.
In order to
achieve
long term
and desire
objectives
business
entity apply
communica
tion
channel,
better
pricing
strategies
and other
tools in a
systematic
Main
objectives
of Pepsico
is to deliver
different
products
and
services
with the
add of
various
favours,
packaging
colour and
other
aspects.
They use
several
kind of
approaches
such as
different
function of
marketing
like
transportati
on,
warehousin
g, unique
packaging
& labelling.
Objectives
of both
organisatio
n is to
achieve
long term
success
and
developme
nt in
market. But
both are
different in
terms of
delivering
their
7

manner. products to
customers.
Marketing
process
Marketing
process of
the
company is
to
researching
market
trends and
planning
goals in
long term.
After this
they can
implement
their all
strategies.
Along with
this they
cam
measure all
performanc
e in order
to
optimizing
goals and
objectives.
With the
help of
marketing
process
they can
easily
achieve
desire
objectives.
In this,
Pepsico can
identify
market
trends and
customers
needs
about
products or
services.
In this they
use certain
section
such as
research
and
developme
nt
programs in
order to
investigate
needs of
the buyers.
Both are
use same
process in
order to
increasing
their sales
or
revenues.
But
applying
process is
very
different
from each
other.
Marketing Mix
Product It is a Company is They sell Business Both are
8

largest
company in
beverage
industry
because
they have
3300
products.
All products
are mainly
classified
into diet
class, 100%
fruit drinks,
fruit juices,
coffee, tea
and energy
drinks etc.
In India,
there are
different
brands like
Limca,
Fanta,
Thums up,
Mazza,
Nested iced
tea, Minute
Maid etc.
segmenting
their
products
range
according
to the
needs and
demands of
the
customers.
wide and
different
range of
products,
snacks,
foods,
beverages
under 22
various
brands that
covers
Mountain
Dew, Pepsi-
Cola, 7UP,
Tropicana,
and other
famous
brand.
organisatio
n is
segmenting
their
beverages
range
according
to the
demands
and
requiremen
t of the
clients.
deals in
beverages.
But both
are
different in
apply tools
and
techniques
in order to
produce
their
products.
Price In the They apply Strategies They apply Pricing
9

organisatio
n, there are
different
number of
products
available,
so in this
pricing is
complete
as per the
geographic
market
segments.
competitors
pricing
strategies.
It is very
essential
for the
company in
order to bit
their
challengers
.
of product
pricing is
market
oriented in
each and
every
market. It
is effect in
certain
factors
such as
product
demand,
competitive
environmen
t and other
aspects.
leadership
pricing
strategy.
strategies
is very
important
and
beneficial
for
organisatio
n. But
Coca-Cola
apply
competitors
pricing and
Pepsico use
leadership
pricing
strategy.
Place Coca-Cola
is the
famous and
popular
brand
which are
present in
all around
the world.
Company
follows
FMCG
distribution
They
mainly
provides
their
products in
national as
well as
internation
al level. In
this they
use better
transportati
on facility
They sold
their
products
more than
200
territories
and
countries in
all around.
Business
can buy
their
beverages
They
mainly
consider
supermarke
t , grocery
stores, and
other
places.
Coca-cola
produce
their
products in
all around
the world.
On the
other hand
they covers
more than
200
countries.
But both
10

system. in an
effective
manner.
from
grocery
stores, mini
markets,
super
markets of
different
formats.
are simile
in giving
beverages.
Promotion
s
Marketing
expenditur
e of coca-
cola is $ 4
billion in
year 2016.
it utilises
both
modern
and
traditional
channels in
order to
advertise
its products
or brands.
With the
help of TV,
social
media, and
other
internet
With the
use of
communica
tion
channel
and
promotion
mix like;
advertisem
ent, public
relation and
personal
selling,
they can
produce
their
products in
a
systematic
manner.
In regards
to promote
their
beverages,
they apply
different
types of
communica
tion
channel.
They
mainly
believe of
sales
promotions
and
publicity.
Both are
use
communica
tion
channel.
But coca-
coal mainly
focused on
advertisem
ent and
Pepsico lay
on sales
promotions.
11

service
they
produce
their
products. In
the
company,
there are
fewer than
1250
encourage
ment or
promotiona
l videos on
its You
Tube
Channel.
Physical
Evidence
In this
company
can choose
physical
atmospher
e where
Coca-Cola
give their
beverages
or services
with the
help of
attractive
In this they
provide
beneficial
tactics such
as healthy
and friendly
environmen
t in order to
attract
different
number of
buyers
about
In the
company,
there are
attractive
environmen
t where
business
and
provides
their
quality
products
with the
In this way,
they
maintain
their
healthy and
friendly
surrounding
to their
employees.
Both
environmen
t structure
are friendly
and
healthy.
But
attracting
system is
difference.
12

packaging
and
branding.
structure of
company.
use of
better
packaging.
People In the
organisatio
n there are
large
number of
the person
are working
who are
knowledge
able in
order to
fulfil their
customers
needs in an
effective
manner.
Company
provide
different
training
and
developme
nt
programs
to their
employees.
So in this,
they can
increase
their
knowledge
and skills
as well as
increase
business
sales.
There are
different
person who
are working
in the
organisatio
n. All these
are
talented
and skilled
in regards
to
communica
te with
their
buyers
easily.
Business
provide
effective
training to
their
workforces
in order to
maximise
their
knowledge
about
business
situations.
In those
organisatio
n , there
are
different
talented
and
knowledgea
ble person.
In coca-
cola, they
focused on
person
developme
nt. On the
other hand
they lay on
giving
better
satisfaction.
Process In order to
produce
better
quality in
beverages
they apply
supply
In this they
apply
supply
chain
manageme
nt process.
They also
apply
supply
chain
manageme
nt
procedures
SPM is
other of the
main and
beneficial
tactics of
the
business
All those
are mainly
consider on
applying
SPM in their
production
process. In
13

chain
manageme
nt and
communica
tion
process
effectively.
in regards
to produce
their
beverages
and
services to
the buyers.
success
and
developme
nt.
this activity
they use
different
techniques.
TASK 3
P4 Marketing plan of the company
Title Marketing plan of the Coca-Cola
To whom General Manager
By whom Marketing Manager
Date 12th December 2017
Goals and objectives of Coca-Cola  To provide quality and healthy
products.
 To maintain long lasting
relationship with customers.
 To achieve maximum benefits
and increase sales in limited
time period.
Executive Summary Marketing plan is very essential
element that define the full
information of the company. Coca-
Cola is a world's largest brand and
they has only one competitors is
Pepsico.
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Situations Analysis SWOT Analysis:
Strength Weakness
 World's
biggest
beverages
company.
 Strong
advertising
and
marketing
systems.
 Lack of
product
and market
diversificati
ons.
 Negative
publicity
Threats Opportunities
 Growth and
success in
beverages
consumptio
n
 decreased
value of
production
materials.
 Competitio
ns has
been
Maximised
regarding
carbonated
drinks.
 Modifying
the
demands of
user
regarding
competitor
s.
Competitors Analysis: In the
organisation, there are various
competitors who are launching
15

business activities in similar places.
Therefore, they are effecting
business growth and success. Main
challengers of Coca-Cola is Pepsico.
Target customers All age groups persons are targeted
such as upper, lower and middle
class.
Unique Selling Proposition USP of the Coca-Cola is world's
popular and biggest soft drink.
SMART objectives Specific: Company is seeking to
enhance its water effectiveness by a
particular amount by 20%.
Measurable: In this water efficiency
or effectiveness can be measured, so
company is able in order to lead its
development relative to its 20%
targets.
Aggressive: As per the research
studies that have been established
strongest performance when goals or
objectives are challenging but
achievable.
Realistic: Efficiency of water, in this
business goals was improved by
95%, employees of the company
that would respond with surprise.
Time bounded: Business
organisation is seeking to attain its
20% enhancement by 2012. Several
universities like; Texas Tech, give
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incentives, considering preferred
scheduling for employees who sign
agreements agreeing to scholar on a
4year schedule.
Strategic action plan Measures of evaluating
and monitoring progress
Products Coca-Cola categorised
into diet class, 100%
fruit drinks, fruit juices,
coffee, tea and energy
drinks etc.
Company required to
review their proposed
products on regular
basis and try to improve
which can satisfy
customers expectation.
Price They use competitors
pricing strategies in
order to attract different
number of customers.
Business needed to
review their product
price on daily basis and
tries to put reasonable
price.
Place Coca-Cola follows FMCG
distribution system in
different places.
They use better place
such as supermarket
and other grocery stores
in order to satisfied their
customers.
Promotions In order to produce their
products they follows
TV, social media, and
other internet service.
In this they use effective
tools which can easily
produce necessary
information to buyers.
Physical Evidence In this business entity
maintain their healthy
As per the customers
feedbacks, they should
17

and friendly
environment to their
employees.
provide healthy and
friendly environment to
their employees and
customers.
People There are different
number of the
employees who are
working with each other
with the motive of
achieving long term
goals.
In order to achieve long
term success, Coca-Cola
provide different
training and
development section to
their employees.
Process In the production
process, they apply
supply chain
management in an
effective manner.
SCM is a better process
of analysis business
performance in regular
basis.
Tools for sales and
market share analysis
The company can increase the sales ratios by
creating awareness about their products among
public and this can be achieved by conducting
promotional and advertisement companies.
Market share analysis can be identified by
establishing strong images at market places.
Main strategy Main strategy of the Coca-Cola is Ansoff Matrix, it
includes four parts which are determined as
below:
Market Penetration: In order to achieve large
number of market share, business should targeted
potential clients or certain the actual audiences to
consume maximum goods.
18

Product Development: In this part, business
decided to supply innovative goods or create new
features of real products as well as targeted
existing clients is known as product development.
Market Development: In this Coca-Cola target
various class of customers in the marketplace by
selling existing goods in new area.
Diversifications: Products of the Coca-Cola is
divided into two parts one is related and second
one is related diversifications. In this company
divided their all products as per the demands and
needs of the customers and market as well.
Marketing Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 8000 3000 11000 5000 11000
Investment of
finance 15000 22000 35000 120000
Net Total 8000 13000 33000 40000 23000
Outlay of marketing
19

Promotion and
publicity 5000 5000 5000 5000 1500
Advertisement 3000 2000 2200 1000 2500
Direct selling 5000 4000 5000 2000 2000
Grand Total 15000 11000 12500 8000 6000
Controlling and Monitoring: It is a last aspect of the marketing plan which is valuable for the
enterprise to monitor all activities in an effective and essential manner. Marketing goals and
objectives are very important part of the business organisation in order to produce their all
qualitative goods and services to the customers at reasonable price. Main objective of respective
firm is to increase value of share owner over time, increase long term cash flow.
CONCLUSION
As per the above mentioned report, it can be determined that
marketing is important for the company. With the use of this concept,
business can easily grow and develop in competitive market place. There are
various approaches and methods are used in respects to increase company
sales. Marketing functions has different roles in attracting various number of
buyers. Marketing mix is significant for the company in regards to giving all
information regarding products, places, promotions, and other aspects.
Marketing plan is also vital part of the organisation that define the business
situation analysis, Target customers, SWOT analysis and other techniques
effectively.
20

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