Role of Marketing in Coca-Cola Company: A Case Study

This report discusses the role of marketing in Coca-Cola Company and how they drive their marketing strategy to achieve organizational goals and value to customers. It also highlights the importance of market orientation, business loyalty, and integrated marketing channels.

MARKETING MANAGMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Role of marketing........................................................................................................................3
Market orientated.........................................................................................................................4
Business loyalty in market...........................................................................................................5
Integrated marketing....................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is necessary in every organization that focuses on the growth of their business
and market oriented whether public sector or the private sector organization. Marketing
environment and their strategy marketing activities implement in the company for the betterment
and the growth of the company. This report includes the information of given case study of the
Coca-Cola company and how they drive their role of marketing in achieving the organizational
goals and value to the customers. Also illustrated in this report that target market uses the
integrated marketing channels which drive the growth of the business.
MAIN BODY
Role of marketing
Marketing has various meaning and definition in context of various business. Marketing
basically focus on the customer wants and explain the business growth in respect to customer
buying power towards to the organization marketing skills that how they attract the customer.
The process of the communication via different ways from the customer and aware the customer
about the organization and their product line (Park, 2020). Company only get success when the
strategy of the organization put the strategy properly and for attracting the customers via
different- different channels. Company should boost their marketing strategy for boosting their
sales in respect to Achieve the organization goals and the objectives. Coca-Cola international
market strategy involve the legal, economic, culture, technology, and social factors. That help the
company to easily marketing in the international market. Company strictly followed these factors
for the better marketing strategy. Company strategizes the marketing for the long term benefits.
In marketing company also evaluate that how they will perform better with their competitor in
the market and what type of resource should company need to achieve the order and compete in
the market. Company also maintain the trends with that they can easily stand in the market and
attract the company (Chernev, 2018).
The company uses technique which also known by the brand recall that helps to get the customer
attention more and differentiate the organization from their competitors among the market. Main
aim of this technique uses is to create a brand loyalty among the customers in the targeted
market. For this technique company uses attractive logo and images or dialogues through
different channels. Primary objective of the marketing is to create a awareness in the targeted
customers of the organization and company has to maintain their reputation in the market to

stand and compete that's how company will compete with their competitors with their marketing
skills and techniques. For branding and promote the organization products or services
organization must need to develop a strategy for promoting their products and create a funding
for promoting these products. Marketing creates a healthy competition in the market to establish
an organization and with that company and their customers also get to know about their various
prices segments and that vary from their competitors and the substitutes products that available
in the market that's why company should promote their products in a innovative style with a
reasonable price. Like, Coca-Cola did with their products reasonable prices and the attractive
marketing skills to attract the consumers (Marinchak, Forrest, and Hoanca, 2018).
Market orientated
Market orientated strategic planning refer the development and maintenance of the objectives
and skills or available resources of the changing market opportunity. Company strategic planning
refers the reshaping and changes if needed in the company growth and promotion with that
company get a profit also. The company advertisement refers the e.g.,“ when you drink don't
drive, drink Coca-Cola” this represents a customer to do something. As the technology changes
rapidly in the international market as well as domestic market that's why company need to
reshape or revaluate their existing product. The strategy they have to improve the company brand
and their position in the market. This also involve the product life cycle that is introduction of the
product, growth their maturity and the decline period. Company also did the something for
promoting their product and for the growth of the company in the market like, promote existing
product in the new market that is related to the ansof matrix (Tarka, 2018).
This also determine the price and the place strategy of the company. Price strategy main concern
is to maintain the price and compete with the competitors' company have. With pricing strategy
company select their targeted market and customers. This explains how High price allotted to
attract the high revenue a profit after wards low price determine the large market segment in a
just short time of period. Discriminating price of the company product determine the lower price
of the product can be change for some different markets. Place strategy determine the selection
of different type of channels where company can promote their products and also sale them. This
also include the transportation of the product. Strategic planning refers the activities and product
ideas of the company (Zhang, Xiong, Niyato, Wang, and Han, 2020). It determines the

mission, vision, objective of the company. With this company easily evaluate their business
opportunity and establish a product, and they maintain the portfolio of the company that
determine the development strategy for every business division of the company. Strategic
planning rationalized the all over growth of the business that rely on each department of the
company.
Business loyalty in market
This evaluates the strategy of the organization and determine their customer and the
strategy company implement for the growth and to stand in the market. Every successful
company or who wants to succeed need to acquire the customers and promote the goods for the
betterment of the company (Tomczak, Reinecke, and Kuss, 2018). For the brand loyalty of the
company. Company need to understand that what business they are in and what market segment
they need to cover for promoting their products for maintaining the brand loyalty. Main motive
of the loyalty branding is communication with the targeted customer of the company. Company
should apply the approaches for the better maintain their loyalty and company maintain their
loyalty of the products by promoting their products. The quality of the product that they have in
their products and company also describe the factors that they have to their customers for the
better results from their customers. Business market differed from the consumer market.
Consumer market determine the market where there is a large number of buyers and many
products available.
In the customer market the retail market is play a main role that bring loyalty in the market sector
for the company. In business market they have less customers and the transactions value they
have is large. For the customer's company need to reshape their product price and evaluate the
brand efficiency among the customer company have. Selling product is the main factor because
without loyalty no customer will buy the product that's why company have to bring the brand
loyalty in the market for selling their product. Company can promote the long term loyalty in the
customer by offer them a individual attention to them. Give customer a reward for their brand
loyalty programs (Mabkhot, Shaari, and Salleh, 2017). For more improvement company can
take feedback from the customers they have. For more response company should respond
quickly t their customers and make every employee of the company trained well enough to
handle every situation in the company. Brand loyalty determine the repetition of the product
buying capacity of the consumer. Managing each and every consumer is difficult for the

company. Nowadays, it is possible via artificial intelligence and for the company also because of
the increasing competition in the market that derive every company to consult with their
business. Coca-Cola focuses on the large numbers of the customer for maintaining their brand
loyalty among the people and the consumers they have because their customer base is very large.
The product they have is famous among every kind of people and every age of people they have
from kids to adults (Kohne, 2019).
Integrated marketing
Integrated marketing is a approach to communicate or interaction with the targeted
consumer of the company or the individuals with they coordinate with the marketing branding
that include the paid media which can be offline or online advertisement which advertisement
display to the audience by the different channels and the other one earned media that include the
PR or the influencing market like, in some for the advertisement for the Coca-Cola they bring
some celebrity for promoting their products and influence the people for buying their products.
Owned media is also a part of advertisement for the social media advertisement like
advertisement on personal website. The social media channels of the company or through the
direct email to the company customer or by giving consumer a reward. The important part of the
integrated marketing main role by the communication through the different channels and with
that they increase the brand awareness among the people and make familiar with the product to
the people that wants to buy the company product or who us willing t buy the company product
by giving them awareness and brand loyalty of the company and the products they have.
The importance of increasing the technology and digital marketing in the market are the essence
of the new marketing strategy now a days that's how company bring new marketing strategy to
the people and with that integrated marketing has never that complex because of the technology
advancement. Company need to plan and optimize their strategy towards the omni channels and
the digital market strategy using different framework for this like, race framework to establish
the digital market base of the company and this framework can transform the marketing strategy
into a integrated to adopt and gain more customers for the company benefits (Shuie,2019).
Integrated marketing channels is important because the world is full of changing environment
that' why with the help of advertisement company need to develop a advertisement technique to
remind the customer about the product existence and make them use that product with the

attractive way of the advertisement or promoting the product. That's why Coca-Cola regularly
advertising their product to remind their customer about the product's company have. With the
help of advertisement and the way company present their product to the people that's how their
brand image should maintain in front of the people that going to consume the company products.
Identify the different marketing channels for the better communication needed in the integrated
marketing that consider the targeted audience and how will the audience get that message and in
what manner company should need to maintain or address the product in front of their customers.
Marketing communication plan consist the audience and the content by which company pulls the
audience to develop the knowledge and make initiative for the company advancement and
product advancement. Cadence, this determines the knowledge that how consumer get the
information about the product they have or going to have company can also get the data from
different sources that is automation platforms for this. This information is usually using for the
company get to know about the content of the products or the advertisement that advertisement
for the product going to describe the about the company (Goryachev, 2020).
CONCLUSION
This summarizes report conclude the information about the Coca-Cola company based on
the case study that is given. For the understanding of the marketing of the company and their role
of marketing to achieve the higher growth in the changing environment market. This also
conclude that with the perfect strategy of the marketing and the technique that company uses
helps the organization to bring the awareness and promote the product of the company in a better
way. Company also bring new innovative way to promote their product in the market that bring
the attraction of the consumer towards the products of the company. With the market orientation
company can prioritize their wants to better understand the desire of the consumers that company
targeted. That' how company will create and innovate in their existing or new product by the help
of the feedbacks by the consumers or the promoting products by different channels.

REFERENCES
Books and Journals
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Goryachev, A.A., 2020. Retaining customer's attention and creating brand loyalty through native
advertising. In Брендинг как коммуникативная технология XXI века (pp. 63-65).
Kohne, A., 2019. Target Market. In Business Development(pp. 75-84). Springer Vieweg,
Wiesbaden.
Mabkhot, H.A., Shaari, H. and Salleh, S.M., 2017. The influence of brand image and brand
personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal
Pengurusan (UKM Journal of Management).50.
Marinchak, C.M., Forrest, E. and Hoanca, B., 2018. Artificial intelligence: redefining marketing
management and the customer experience. International Journal of E-Entrepreneurship
and Innovation (IJEEI).8(2). pp.14-24.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Shuie, W., 2019. Analysis of Coca-Cola Modern City Pot Market Positioning.
Tarka, P., 2018. The views and perceptions of managers on the role of marketing research in
decision making.International Journal of Market Research.60(1). pp.67-87.
Tomczak, T., Reinecke, S. and Kuss, A., 2018. Market-oriented Business Unit Planning. In
Strategic Marketing (pp. 97-170). Springer Gabler, Wiesbaden.
Zhang, Y., Xiong, Z., Niyato, D., Wang, P. and Han, Z., 2020. Information trading in internet of
things for smart cities: A market-oriented analysis.IEEE Network.34(1). pp.122-129.