Marketing Essentials - Cola-cola Assignment

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION................................................................................................................................1
ACTIVITY 1 – Booklet........................................................................................................................1
P1. Roles and responsibilities of marketing in context of organisation...........................................1
P2.Roles and responsibilities of marketing of Cola-Cola in context of marketing environment...3
M1.Roles and responsibilities of marketing in context of marketing environment.........................4
M2.Interrelationship between marketing and other organisational functions ................................4
D1. Key elements of marketing functions and its interrelations with other functional units of
organization......................................................................................................................................5
Conclusion............................................................................................................................................6
REFERENCES.....................................................................................................................................6
ACTIVITY 2........................................................................................................................................7
P3 A comparison of how different organizations apply the marketing mix to the marketing
planning process to achieve business objectives.............................................................................7
P4 Evaluation Of A Detailed Coherent And Strategic Marketing Plan...........................................8
CONCLUSION..................................................................................................................................10
REFERENCES...................................................................................................................................12

INTRODUCTION
Marketing is the widest concept of the organisation which plays main role in the company. It
is the process of promoting brand and customer awareness regarding product. Here, the products
and services are being judged by the customers on the basis of their needs. Through marketing, the
needs and wants of customers are recorded. The innovation and the development of product is done
on the bases of marketing research. Here, organisation selected is Cola-cola which was introduced
in the year 1886 in US. This company is a manufacturing firm which is making soft drinks. This file
will include key roles and responsibilities of marketing function and their interrelation in wider
organisational context, roles and responsibilities in context of marketing environment as well as
marketing mix in context of organisation(Rowley, 2016).
ACTIVITY 1 – Booklet
P1. Roles and responsibilities of marketing in context of organisation
The roles and responsibilities of the
marketing department are as follows:
 Listening To The Needs Of
Customers: - It is the duty of the
marketing department to understand
and to pay attention to the needs of
customer with the motive of attaining
the goals of organisation (Brady,
2014). The marketing personnel of
Coca Cola is framing different
strategies to grab the attention of new
clients to occupy a large market share
in the industry. The organisation is
very renowned in the beverage
industry for supplying the soft drinks
to the age group of different people
(Smith and Wong eds., 2016). The
main role of this function is getting
the feedback from customers and use
this to fulfil their needs.
 Tracking the Trends and
Monitoring Competition: - The
marketing personnel is required to
closely monitor and observe the
current trends that are prevailing in the
industry (Kasemsap, 2018). It is the
key responsibility of the marketing
department of Coca Cola to make
changes in the existing product by
observing the market very closely.
Now, the changes could be made
either in the packing or in the
ingredients of the existing product. By
doing this only, the organisation
would be able to know its position in
the beverage industry (Kasemsap,
2018). The main role of this function
is understanding the market situation
and use this in research and
development program.
 Innovation: - It is the need of the
marketing function. The marketing
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manager of Coca Cola is required to
do the innovation in the existing
products as per the needs and demands
of the desired customer. Marketing
department is such a function which is
completely required to satisfy and
identify the needs of the customer by
doing the research in respect of the
company's position. By doing the
observation and research the
department will come to know,
whether, its products would be
successful in that particular region;
area or country else, it will fail
(Kasemsap, 2018). Innovation is main
function of marketing. Through the
use of market research the
organisation can innovate the products
on the bases of customer review.
 Managing The Marketing Budgets:
- The respected department is required
to maintain the budget that has been
allotted to the marketing team for
accomplishment of a particular task in
the organisation (Brady, 2014). The
department should be able to manage
its resources and plan the budget that
has been sanctioned to it by the
organisation from the top
management. Coca Cola has asked its
marketing team to manage the
complete budget that has been given
to it for the particular task. Managing
marketing budget is the main function
of marketing, it considers the budget
for advertising, promotion and market
research.
 Defining Strategic Marketing Plan:
- The respected department in the
Coca Cola is asked to prepare such
type of strategic marketing plans that
helps the organisation or the enterprise
to set a benchmark before its
competitors or the rivals in the
beverage industry (Smith and Wong
eds., 2016). By the score of, with the
help of strategic plans the organisation
would be able to capture a large
market share. In addition to this, the
strategic plans of Coca Cola is also
aligned with both the strategic plans of
the company and also with the other
departments.
So, in such a way, the organisation can
achieve its desired goals and objectives in an
effective manner.
P2.Roles and responsibilities of marketing of
Cola-Cola in context of marketing
environment
Marketing management is the process
of planning and executing conception,
pricing, promotion, etc. It is the process of
distributing goods and services as well as
ideas. Through this, customers get satisfied
and organisational objectives are achieved.
Roles and responsibilities:
Developing the marketing strategies
and plan- The major role of the marketing is
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to identify needs and wants of the customers.
Understand the taste and preferences of the
customer and delivering them by adding
values. Strategic planning is the process of
maintaining skills and resources. Strategic
planning also includes marketing opportunity
which change by the organisation. It takes
place at four level and the levels are
corporate, division, business unit and product.
Marketing management of Cola-cola follows
this strategy to make stable in the marketing
environment (Rowley, 2016).
Marketing information system- It is
needed to the marketing management to
analyse the market opportunities. Cola-cola
provides its customer to all information
regarding the product. Information system is
needed in the organisation for analyse the
product and services which exists in the
organisation. Marketing information system
provide information to the organisation when
it needed.
Monitoring marketing environment-
Role of managers in Cola-Cola is to identify
the trends and convert them into opportunities
in the respect of organisational welfare. It is a
major role of marketing managers to analyse
all the factors of business environment in
which an organisation runs. Marketing
managers have to take care of all the needs
and wants of the customers with the motive of
meeting out the precise needs of customers.
Creating customers value, satisfaction and
loyalty- Customers creates value for
organisation because without customer there
is nothing for organisation. These are person
who buy products from organisation and
create value. Cola-cola is retailer company of
soft drink and value of its created by customer
who likes their product and purchase.
Customer relationship management is process
to build consumer loyalty from sharing
information with them about product and
services.
Market segmentation- Market
segmentation is process of dividing market
into different segment. Segment on the basis
of age group, caste, religion, sex etc.
Segmentation is in form of geographical and
economical. The marketing manager of Cola-
Cola identify market that can be served
efficiently.
Brand equity- Brand equity shows the
value of brand in market. It is needed by
respected department to manage the
organisation in well manner. The marketing
team of Cola-Cola not only has task of
building brand but also of tracking brand
equity. Marketing programs have to relate
with brand equity.
Effective management of channels- It
is difficult to select this marketing channel for
the marketing managers. People are aware
about all the things and it depends on the
people that from which channel they like
marketing.
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M1.Roles and responsibilities of marketing in
context of marketing environment
The marketing manager is required to
perform the research in the respect of
launching of new product by identifying the
needs of customers. He has to do the
monitoring of the market in the respect of
identifying and keeping a strict watch on its
competitors. So, a marketing manager is
required to do the market segmentation of its
products.
Marketing research- It is a fact that without
marketing research an organisation cannot
catch the market opportunities. Research is
the main part of this department. This
department of Cola-cola does research for
their product and services and understand the
level of customer satisfaction because it is the
most important thing for any organisation.
Communication plays major role in the work
of market research because through
communication the research will give correct
information about product and services
(Rowley, 2016).
M2.Interrelationship between marketing and
other organisational functions
Production and marketing
department- The marketing department need
to work closely with the operation or
production department. Marketing department
of Cola-cola decide the deadlines for the
production department and the production
department has to follow this deadline to
manage all the works. The volume of product
which is decided by the marketing
department, and made by the production
department. They both are linked with each
other in a proper way. To gain the competitive
advantage it is compulsory (Smith and Wong,
2016).
Finance and marketing department-
They both departments are linked with each
other. Marketing department need for the
budget to research, promotion and advertising
and the budget provides by the finance
department.
Human resource and marketing
department- The marketing department need
to work with human resource department. The
human resource department of Cola-cola
share the ideas to the marketing department
and the ideas about research and developing
new products, meet with product target etc.
The human resource department will have
many recruitment and training demands and
marketing department also helps them in this
process if the job relates to sales.
D1. Key elements of marketing functions and
its interrelations with other functional
units of organization
Key elements of marketing following:
Research
In the business the research plays big role. It
is the most important marketing function.
Market research helps Coca-cola to research
about the product and services. It helps to
understand the taste and preferences of the
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customers regarding different products.
Market research also help to develop the new
product. If the organisation wants to develop
new product or innovate the existing product
then market research helps them in this work.
It helps to understand the competition level in
the market. Through market research the
opportunities which exist in market can be
determined. Market research is the key of
successful organisation (Kent and et.al.,
2018).
Strategy
After the collection of all the information and
data it comes to strategy. It is the process to
judge all the possible strength and weakness
of the business operations. Strength and
weakness gives the idea to the organisation to
apply the strategies. It is key elements which
also consider the marketing plan. Strategy
depends on the information which an
organisation gain from the market research.
Strategy helps to develop the organisation in
the market. Better strategy will help the
organisation to lead the market. Through
better strategy Coca-Cola will make stability
in the competitive market among the all
organisations.
Planning
It is the process which comes after the
finishing of research and strategy. The
marketing department interrelate with other
functional department of the organisation. It
involves financial department, sales
department, distribution and many others. To
understand the strategy of all the departments,
the planning process will be done. Planning
helps the organisation in development if the
planning is good (Smith and Wong, 2016).
Tactics
This can be follows by the organisations to
attract the target customers. For example, buy
one get one free offers. This type of limited
time period offer can help the organisation to
braincase the sale in the competitive market.
The marketing functions are closely linked
with the other functional departments of the
organisation. Marketing department
interrelate with financial department.
Marketing department needs for the resources
for implementation of planning, evaluation of
the market, advertisement etc. So they need
finance from the organisation. Other side
human resource department which interrelate
with marketing department. It totally depends
on the human resource department provide
strategy which have to follow to the
organisation and the new product
development etc. These all things follows by
the marketing department. Production and
operation departments which interrelates with
each other. Marketing department provide the
guidelines regarding to the products.
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Conclusion
From the above task it has been summarised that
marketing plays major role in the organisations
activity. Marketing had many functions which
helped in development of organisation through
market research.
REFERENCES
Smith, L. C. and Wong, M. A. eds.,
2016. Reference and Information
Services: An Introduction: An
Introduction. ABC-CLIO.
Kent, A., and et.al., 2018. Branding, marketing,
and design: experiential in-store digital
environments. In Fashion and Textiles:
Breakthroughs in Research and
Practice (pp. 275-298). IGI Global.
Rowley, J., 2016. Information marketing.
Routledge.
ACTIVITY 2
P3 A comparison of how different organizations apply the marketing mix to the marketing planning
process to achieve business objectives
P'S Coca-cola Burberry
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PRODUCT Coca-cola has wide product
range. Products which offered
by Coca-cola are coca-cola,
sprite, fanta, diet coke, dasani
etc. Its product sale in different
packing and size.
Products of Burberry are beauty
accessories, men, women, kids
etc. Accessories are the best
product for entry level customer
PRICE It follows 2nd degree price
discrimination strategy in
marketing mix. They charge
different price for product in
different segments.
Burberry uses premium pricing
strategy. The right mix of low
cost range and high and
premium product is what
Burberry aims to achieve.
Place It spread off all around the
world. It exists in more than
200 countries. It distributes to
the various hotels, pubs, shops,
markets and everywhere.
It spread off more than 50
countries. All stores are located
in highly populated area. It
makes place on online stores.
Promotion Coca-cola sets the bench mark
for advertising. It promotes the
products through media
channels. Sponsorship events
like American idol, Fifa,
NASCAR, NBA, NCAA etc.
Advertisement of it chosen in
high class magazines, online
ads, TV, print ads etc. It also
follows social media marketing
to promote its brand.
Strategies applied by Coca-cola to achieve business objectives
 Market segmentation
 Brand establishment and customer relationship
 increase financial efficiency
 Increasing process efficiency
 Developed market
Strategies applied by Burberry to achieve business objectives
 Segmentation, targeting, positioning
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 Competitive advantage
 BCG matrix
 Distribution strategy
P4 Evaluation Of A Detailed Coherent And Strategic Marketing Plan
Executive Summary
This marketing plan is focusing on the analysis and evaluation of a strategic marketing plan in Coca
Cola. The plan focus on the complete evaluation of an internal and external factors of the
organization Further, it focuses on the complete segmentation and targeting and positioning
strategies of Coca Cola
Overview
Coca cola, is completely a carbonated soft drink which is being manufactured by the
organization Coca Cola. The company basically originates from and having its roots in the United
States. It was introduced to the local public in the year, 1886. The revenue of the company is 3,541
crore.
Aim
“The organisation aims on increasing its sales by 20% by using various tools and techniques
of promotion”. A study on Coca Cola.
Analysis Of Internal And External Factors
PESTLE analysis in respect of the external factors of Coca Cola:-
Political- The organization is making its products, and unfortunately the products of the
organization are having a negative impact on the performance of Coca Cola. By the score of, the
government keeps on changing its policies and those policies are having a negative impact on the
organization.
Economical factor- Coca Cola has distributed its products in various countries. Each and
every nation is having a different culture; customs; tastes and desires in the respect of every
product. Coca Cola has changed its policies and promotion strategies according to the culture that
prevails in every nation.
Social factor- The organisation has distributed the majority of its products in various
countries as per their culture. After meeting and fulfilling the demands of customers in each nation
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Coca Cola has the basis of their culture company has successful captured the market.
Technological factor- Getting familiar and adopting the latest technology in the market
Coca Cola has achieved a huge success in the industry.
Legal factor- After retaining all the rights related to the business and demands of industry,
Coca Cola was successful in capturing the huge market and it helped in political factors as well.
Environmental factor- Need of water has affected the business of this organisation. And
due to this, the sales got negatively affected.
SWOT Analysis in respect of Internal Factors:-
Strength-
Coca Cola has its worldwide reach in almost more than 200 nations. Strong financial condition.
Weakness-
The brand image Coca Cola is in danger because traces of pesticides have been found.
Opportunity-
Can acquire the other companies working in this beverage and soft drink industry and can become
stronger.
Threat-
The health awareness and use of healthy drinks can adversely affect the market of Coca Cola.
Segmentation; Targeting And Positioning
Segmentation:- It refers to the identification of the customers for the products' or services
that are given by the company to the people. Here, Coca Cola is making its beverage after the
identification and selection of respected consumer group those will buy its products again and
again. Now, the motive behind doing the segmentation is to identify the potential consumer groups
that are very much devoted towards the purchase of beverages especially the youth and the higher
income consumers.
Targeting:- It refers to the selection of such consumer group from which more and more of
sale can increase which will directly affect the income/revenue of the company. It is the second
crucial step which plays an important role in directing and monitoring the sale of soft drink to the
selected consumer groups. Here, the target group could be youth and high income class people.
Positioning:- It is the last and final step which depends on the targeting step in the business
growth model. Coca Cola is following this step by doing implementation in the positioning of
product and its distribution. Along with this it lays its emphasis on the factors that affect the sale of
company and that include:- pricing and promotion.
Seven P's Of Marketing
It includes the following:-
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Product:- It refers to the situation in which the product should completely fit the assigned
task for which the consumer is waiting.
Price:- The price of the product should be very affordable. Coca Cola is offering its soft
drink to the targeted consumers at a very affordable price.
Place:- Coca Cola is making the desired product or the beverage available to the consumers
at the approachable shop.
Promotion:- Coca Cola is using unique strategy for the promotion that helps in boosting the
sales.
People:- This organization is relying on its staff members in such a way that, they make their
complete efforts in reaching at the top.
Process:- It refers to the process of service delivery to the consumer. The more effective it
would be the more will be the sales.
Physical Evidence:- It refers to the physical outlet of organisation available for the
customers
Budget
Particulars cost
Market Research $500
Research & Development $1000
Salary To Employees $500
Transport Tools And Equipments $500
Other Expenses $300
Total $2600
CONCLUSION
From the above study, it has been summarised that marketing is the main function of the
organisation. It is interrelated with other functional units of the organisation. The report further lays
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its focus on the key elements of the marketing function and its interrelationship with the other
functional units of the department. Further the assignment lays its focus on the various roles and
responsibilities of the marketing manager.
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REFERENCES
Books and Journals
Brady, D. L., 2014. Essentials of international marketing. Routledge.
Kasemsap, K., 2018. The roles of corporate marketing strategies and brand management in the
global retail industry. In Digital Marketing and Consumer Engagement: Concepts,
Methodologies, Tools, and Applications (pp. 294-325). IGI Global.
Khatwani, G. and Srivastava, P. R., 2015. Identifying organization preferences of internet marketing
channels using hybrid fuzzy MCDM theories. Journal of Electronic Commerce in
Organizations (JECO). 13(4). pp.26-54.
Natarajan, T., and et.al., 2015. The state of Internet marketing research (2005-2012): A systematic
review using classification and relationship analysis. In Marketing and Consumer Behavior:
Concepts, Methodologies, Tools, and Applications (pp. 282-305). IGI Global.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice, price,
quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications. 23(2). pp.195-218.
Rancati, E., Gordini, N. and Capatina, A., 2016. Conceptualizing and Measuring Content Marketing
in Luxury Firms: An Exploratory Analysis. In Global Marketing Strategies for the
Promotion of Luxury Goods (pp. 109-132). IGI Global.
Saavedra, F. U., Criado, J. R. and Andreu, J. L., 2014. Is social media marketing really working?:
Its impact on the relationships among market orientation, entrepreneurial orientation, and
business performance. In Digital Arts and Entertainment: Concepts, Methodologies, Tools,
and Applications (pp. 1260-1279). IGI Global.
Soboleva, A., Burton, S. and Khan, A., 2015. Marketing with Twitter: Challenges and opportunities.
In maximizing commerce and marketing strategies through micro-blogging (pp. 1-39). IGI
Global.
Online
Roles Of marketing Manager. 2018. [Online]. Available Through.
<https://smallbusiness.chron.com/functions-marketing-manager-officer-15574.html>
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