Marketing Fundamentals and Applications

This solved assignment delves into the core principles of marketing, covering topics such as market segmentation, consumer behavior, promotional mix, and the impact of digital marketing. It analyzes various marketing theories and frameworks, drawing upon influential academic sources like Gummesson's Total Relationship Marketing and Lusch & Vargo's Service-Dominant Logic. The assignment also examines practical applications of marketing concepts through case studies and examples, highlighting the significance of understanding consumer needs and crafting effective marketing strategies in today's dynamic business environment.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1: Key role and responsibilities of the marketing functions.................................................1
M1: Analysis of role and responsible for marketing in respect to marketing environment...4
D1: Critical analysis and evaluation of key element of marketing functions.........................4
P2: Role and responsibilities of marketing associated to larger organisation........................5
M2: Analyse the importance interrelationship among marketing and other functional units 7
TASK 2............................................................................................................................................8
P3: Compare ways in which two organisation use marketing mix for planning....................8
M3: Evaluate various tactic applied by organisation...........................................................11
D2: Strategies marketing plan that tactically applied use of 7ps to attain marketing aims..12
TASK 3..........................................................................................................................................12
P4 and M4: covered in PPT..................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is study and administration of exchange relationships. It is used to create,
keep and fulfil customer demand. It seems to be premier element of business management. The
action or business for promoting and selling goods and services consists of market research and
other crucial mode. To become more successful in the business company must be able to attract
and retain customers for longer period of time. On the other, it is considering as social process
through which an individual can obtain vital information and requirement of customers from the
company. This project module aims to discuss about marketing tactic of coca cola company by
using key role and responsible of marketing functions. Specific role and duties of marketing
associated to the larger organisational aspect. Apart from this, comparison of various ways in
which two organisations is using marketing mix in their daily operations. Likewise, a well
organise marketing plan is being drawn through using various vital information about the Coca-
Cola company (Stokes, 2011).
TASK 1
P1: Key role and responsibilities of the marketing functions
Market is the place in which product and services can be sold to customer as per the
demand of them. This seems to be more crucial activity for an organisation to satisfy various
customers by offering them wide range of homogeneous products at the same point of time. The
primary role of marketing manager to search for the appropriate desire of different types of
customers by doing certain kind of research work. It will assist them to reach at certain stage and
to get more profitable opportunities in near future time. This will help Coco-cola company to
build superior image or brand, convincing people that products of our company is far better than
other (Wertime and Fenwick, 2011).
Definition: According to Kotler- “Marketing is said to be management process for
examine, anticipating and satisfying client requirements in more effective manner”.
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(Source: Journey Staff, 2018)
It is based on thinking regarding the business in respect of customer requirement and
their overall satisfaction from the market. It is much different from selling because it is not
related with the value that the exchange related with them. It happens to be utmost vital activity
or process through which product and services are move from business to associated customers.
It is more reliable job that consists of encouraging people to purchase product as per their choice
which can fulfil their needs and wants at the same period of time.
Important of marketing for coco-cola.
It has been seen that marketing activities are made to attain at least 30% of total net profit
as its primary objective. As it has been said that Coca-Cola company is utmost important
producer, distributors and dealer of non-alcoholic drink concentrates and syrups. Some crucial
benefits are:
 It assists in transfer, exchange and movement of product: As per the mentioned case,
it has been observed that coco-cola marketing is more useful in selling product to wide
range of customer in more reliable manner (Malhotra, Birks and Wills, 2013).
 It creates employment: It is seen that marketing is more complex tool that consist of
people in one form or the other. Coco-cola company is largest producers of cold drinks
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that estimate about 40% of total population is directly and indirectly relies upon this
company.
Marketing function: It is known as one of the effective types within a wider business that might
consist performing market research, producing a marketing plan and development of product. A
role of manager to assist a company to examine and sources of potential successful goods for the
marketplace.
 Distribution: It is known as providing product and services to various customer as per
the use of effective distribution channel. It is one of the useful function of marketing
which is related with the product and service availability for customer and business
people that need them. It done directly by the producer and services provider and using
indirect channel with other intermediaries. Coca-Cola company used to sell their products
to bottling and canning department, distributers, wholesalers and other retailers.
 Market analysis: it is known as one of the crucial studies that used to attract and
dynamic of valuable market within a special sector. It is important part of Coca-Cola
analysis and hence in turn of international environmental analysis. It will have used to
determine best market demand and sources would be reliable for increasing maximum
growth in coming time (Macarthy, 2018).
 Market segmentation: This process for making and changing data regarding company
catalogue of offering is taken into account in more reliable manner. It is the effective
procedure for categorising marketing of potential customer into small group or segment
based on nature and their characteristic.
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 Pricing: The another crucial function of marketing is related with the product pricing
which will be affordable to everyone. It would assist great chance for attracting
maximum people toward their own business. It can be uses as variety of pricing plan for
attaining more profit in an accounting period of time. Coca-Cola is using product line
pricing which set the price process among various product in a same product line.
M1: Analysis of role and responsible for marketing in respect to marketing environment
There is certain crucial aspect that are needed to be taken into account some of them are
mentioned underneath:
 Political and regulatory environment: It is important for the department to make use of
legal rules and policies for the production of product. It is assist them to control business
activities and avoid undesirable results or other externalities at the same time.
 The economic environment: Coco-cola products are sold to various nations. These
particular nations are having different nature, culture, taste and desire which is taken into
account in effective manner.
 Competitive environment: It has been seen that plenty of other companies those are also
dealing in sale business. Such as Pepsi which is major competitor of Coca-Cola. It would
make huge impacts on the productivity as well as brand of the company.
 Technological environment: In order to increase maximum sales machinery, help coco-
cola product in better manner. They are having social media technology to connect with
audience.
 Social and cultural environment: Majority of product of Coca-Cola is sold out in
cultured nations. They meet the demand of various customers at the same time.
Maximum number of people have the job opportunities which is created by this company.
D1: Critical analysis and evaluation of key element of marketing functions
Marketing is said to be appropriate study and exchange relationships among various
functions that are related with the Coca-Cola business. It is used to determine the marketing aims
and objectives in more effective manner. It can be short term or long term and required a clear
method. There is direct connection among market analysis, segmentation and pricing with the
various department of the company. The role of HR department is to organise all necessary
resource by conducing market research for analysing demand of customer. While Finance
department is operating in order to make proper supply of funds for expanding business in
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various market as well as setting prices for the products that are produce by Coco-cola. Overall
management can be done by operations managers.
P2: Role and responsibilities of marketing associated to larger organisation
Coco-cola company is known as world leading producer, marketer and distributors of
various products and non-alcoholic beverage. It is associated with almost 400 beverage brands
during an accounting period of time. There international marketing planning of this company is
known for their products. The main bottlers of non-intoxicating beverages in Europe. This
business is busier in the production, sales and sharing of the products of coco-cola company.
They have bare tactics to develop maximum profit in developed market, nation in the UK
through low place products like power drinks and other fruit flavoured products.
Importance of marketing for Coco-cola
It sells a wide variety of sparking and beverages in various parts of the nation. It would have
incurred a total of 60% of total revenue and regarding 80% of their operating profit from global
market. It has strong brand image across the nation. As per the business researcher, almost 94%
of the total population is conscious about red and white colour symbol of coco-cola company
(Fill, 2011). Similarly, it is used to make use of mix of homogenous and bulk marketing plan as
well as niche marketing for few products in respect to drive sales in the highly competitive
market. Some crucial important of marketing is mentioned underneath:
 People: They are planning to attract maximum people by offering new jobs and make
convince them that all coco-cola is one of the appropriate place to develop their career.
 Portfolio: It is important for the company to make effective portfolio image that can
inspire to be the best they can be as compare to other one.
 Profit maximisation: Another crucial benefits of using marketing method is to sale
maximum products and increase productivity of the company at the same time.
 Cost control: There is diversified range of product portfolios, outstanding operations and
economies of scale that assist it in cutting their operational cost and increase their gain
within an accounting period of time.
Structure and operation of an organisation:
A structure is primary base of any business concern. There are various crucial department
that can assist them to increase growth and stability of internal and external aspects those are
related with the coco-cola company. It consists of various department such as:
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 Finance: It is considering as one of the life blood of the company. The role of finance
department is to arrange specific funds various sources that can assist them to organise
resources and increase maximum sale during the time. By doing so they can easily be
able to attain more earning within a short span of time. It is always ready to control and
organise necessary capital for the company in case, it is lacking behind in term of
production of product and services.
 HR: It is concern with the all issues of managing resources and people in the
organisation. The role of human resources department is for many people those are
associated with production of product and services in effective manner. All kind of
meeting, salaries and other compensation and requirement of the company can be
fulfilling by the HR department of Coco- cola company.
 Marketing: It play a dominate role in making promotion of business product and mission
of Coco-cola. It is job of marketing department to reach out and search various customer,
investors and community and create specific image that can represent coco-cola company
in positive ways. They can easily be able to increase the reputation and brand image of an
organisation at the same point of time (Lusch and Vargo, 2014).
 Customer services: They are operating for the resolving all kind of issues and queries
that are associated with product and after sale services of product from the customer side.
The role of customer services agent is to interact with a company’s client and deliver
them with information to ask about any kind of inquiries associated with product and
services that are offered by Coco-cola company. They mainly used to provide and resolve
problems by using telephone call and emails.
Interrelationship with the other activity:
It has been considered that marketing is not only wider that selling, it is not a specialised
activity at the same point of time. The entire business seen from the point of view of last
outcomes that is form the customer point of view. Because at the end every organisation need to
implement their strategies as per the demand of customers. Although the marketing function is
basically carried out by the experienced department, marketing thinking need to be operate in
order to get more benefit in coming period. There are certain activities that are needed to be
taken into account as the marketing manager. Such as;
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Operation management: It the duties of marketing department to look closely with
production administration to ensure that adequate research and development can be planned to
fulfil demands of customer. It would be manufactured of best quality and design in that manner
which can attract maximum people.
Finance department: Another vital activity of the marketing department is to arrange
adequate amount of budget to meet the needs for research, promotion and distribution. The
marketing department is more likely to concentrate on over sale volume and formulate strong
market in respect to other organisation (Gummesson, 2011).
M2: Analyse the importance interrelationship among marketing and other functional units
The organisation structure used to determine positive relationship and interaction among
the parts of their business and follow chain of command. Most of the business used to follow
functional structure, it has the benefit of clear line of authority with key decision makers in every
department that are set out as overall mission and activities. Divisional structure that spreads
various functions across different branches of Coco- Cola company. All the department such as
HR, marketing, operation and finance are equally related with the producing more reliable and
profitable products as per the demand of the customers. Marketing used to play vital role in
Coco-cola business without having appropriate strategies they cannot be able to attract customer
toward their own business.
Marketing process is said to be deliberate series of process to assist company identify and
attain their aims and objectives in allotted period of time. It consists of certain steps some of
them are discussed underneath:
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(Source: Marketing process overview, 2018)
TASK 2
P3: Compare ways in which two organisation use marketing mix for planning
The Coco-cola company aims to be internationally known, they reached at that place by
targeting various areas across the nation and with wide product verities. All these are done only
with setting right objective as well as mission or vision.
Objective:
The primary objective for coco-cola company is to be internally known as the business
that used to conduct business responsibility and to enhance sustainable growth in near future.
Importance for coco-cola:
There is various vital significance of using marketing strategies in coco-cola company.
They are always tried to increase the product capacity through using appropriate planning by
using innovative ideas (Cooper, 2012). Marketing will lead to make better understanding of
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resources that are effective responsible for attaining maximum benefit in near future time. It is
crucial to any business to make use of marketing in right manner. There are certain useful
aspects that are needed to take into account to keep the consumer informed regarding new
products and services those are available to the company. Produce loyalty and trust with both
present customer and prospect that are valuable for an organisation.
Marketing mix: It is known as appropriate set of marketing tools that a company uses to
pursue their marketing objectives in their vision statement. Henceforth, the marketing mix used
to be four border level of strategies which will be effective helpful enough to make planning for
the product and services that are being delivery by Coco-cola company to its customers. It
consists of various parts which would be divided into 7ps of marketing. It would be considering
that modern needs of the business have been entered in all most every product can be ranging
from energy drink and juices etc. All of them are mentioned underneath:
Product: It has been found that as a bottling organisation, coco-cola used product line as
strong mind that are offering their think producers. Some crucial products like,
Carbonated soft drinks: coco-cola, diet coke, sprite, Fanta and mountain dew.
Non-carbonate soft drinks: Capri Sun, Arizona teas, Nestea, water, Kinley, energy
drinks and so on (McDonald and Meldrum, 2013).
Price: Because of availability of wide range of product the pricing is done as per the
market and geographic areas. Every product that are divided as the sub-brand of coco-cola has
different prices.
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 Place: It used to determine that location where a product can be buy. It is more often
referred as the appropriate distribution channel by which they can be easily related with
increase product base (Preston, 2012). It is available at physical store such as
supermarket, departmental store as well as malls.
 Promotion: It is the utmost crucial aspect for the department to make use of best
promotional channel that make them profitable for the company in long run. There are
various methods such as personal selling, advertising, public relation and other mode.
Most of the time coco-cola company uses TV, holdings, newspaper and many more to
promote their products in the market.
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 People: The key aspects for the development is related with the quality motivation and
providing reward system to determine employee’s requirements. They used to monitor all
financial and non-financial motivational incentive as the personal development in order
to get maximum growth chances in near future time.
 Process: It is associated with the refreshing taste, beverage categories and optimistic
aspects of life. Their packaging has also assist in increasing their brand value due to their
being convenient as possession and insertion in freezers.
 Physical evidence: It is known as the crucial element of services mix that allow the
customer again to make decision on an organisation. It is associated with important
aspects such as when a person used to walk into a hotel or restaurant and they expect
clean and eco-friendly environment (Baser and Buchbauer, 2015).
Application of marketing mix is needed to be taken into account as appropriate strategies that
are needed to uses for customers. It will helpful to dividing product and services of Coco-cola
according to their demand and size.
M3: Evaluate various tactic applied by organisation
Marketing mix Coco-cola Pepsi
Products Coke, Thumps-up, Diet coke, Fanta
and Maaza etc.
Pepsi, Diet Pepsi, Miranda, Tropicana
and Lays, ruffles etc.
Price Earlier cost based pricing. They are
spending more on advertising than
production.
More flexible to come down with the
price in more quickly.
Place Sales and distribution is being
controlled through a wide number
of bottlers. It is available at
60distribution centres, 20 contract
packers and other retail outlets.
Pioneer in more use for vending
machine and departmental stores.
Placed in wide cities every destination
of the countries.
Promotion TV, Social media and newspaper
etc.
It is positioned as the latest cool youth
icon.
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D2: Strategies marketing plan that tactically applied use of 7ps to attain marketing aims
In accordance with making appropriate marketing strategies coco-cola company can be able
to make effective plan for increasing their product into various market. The 7ps of marketing mix
can lead to increase the overall growth and objective that are being set by the company for the
long period of time. Every marketing plan is the crucial part of the business. It is consider as
detailed and complete document that used to cover all marketing related activities of Coco-cola
(De Mooij, 2013).
TASK 3
P4 and M4: covered in PPT
CONCLUSION
This project concluded all essential aspects that are related with the marketing requirement.
It is important to make use of appropriate strategies and decision that are beneficial for long
period of time. However, various role and responsible of marketing function in context to an
organisation are discussed effectively. All the important factors those are related with
environment are mentioned properly in this report. Every analysis is done to reach at specific
solution in a given set of time.
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REFERENCES
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Macarthy, A., 2018. 500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for
Business Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and
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Malhotra, N.K., Birks, D.F. and Wills, P., 2013. Essentials of marketing research. Pearson.
McDonald, M. and Meldrum, M., 2013. The complete marketer: 60 essential concepts for
marketing excellence. Kogan Page Publishers.
Preston, C., 2012. Event marketing: how to successfully promote events, festivals, conventions,
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Stokes, R., 2011. eMarketing: The essential guide to digital marketing. Quirk eMarketing.
Wertime, K. and Fenwick, I., 2011. DigiMarketing: The essential guide to new media and digital
marketing. John Wiley & Sons.
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