Marketing Management: Role of Marketing in Coca Cola's Strategic Objectives and Effective Targeting through Segmentation and Integrated Marketing Channels

This report discusses the role of marketing in Coca Cola's strategic objectives and how effective targeting through segmentation and integrated marketing channels impact the creation of long term customer loyalty and drive growth in different organizational context. It also provides recommendations for expanding the market and increasing brand value. The report also discusses the impact of target segmentation on customer loyalty.

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Concept and role of marketing in the achievement of organizational strategic objectives and
discussing the extent to which market oriented and delivery perceived value to customers
impacted planning, formulation and implementation of effective marketing strategies for the
growth of Coca Cola in Nigeria...................................................................................................3
CONCLUSION................................................................................................................................8
INTRODUCTION...........................................................................................................................9
MAIN BODY..................................................................................................................................9
Identifying and analysing how effective targeting market through target segmentation and
integrated marketing channels impact the creation of long term customer loyalty and drive
growth in different organizational context..................................................................................9
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing management is the organizational discipline which focuses on the marketing
of products and services in the market for the customers at large scale (Deepak and Jeyakumar,
2019). Coco Cola is the carbonated soft drink manufactured by the Coca Cola company which is
situated in United States.
The report will analyse the role and concept of marketing in achievement of Coca Cola's
strategic objectives. Along with this, extent to market oriented and delivery perceived value to
customers impacted planning, formulation and implementation of effective marketing strategies
for the growth of Coca Cola in Nigeria will be discussed along with the recommendations to be
considered.
MAIN BODY
Concept and role of marketing in the achievement of organizational strategic objectives
and discussing the extent to which market oriented and delivery perceived value to
customers impacted planning, formulation and implementation of effective
marketing strategies for the growth of Coca Cola in Nigeria
Marketing is defined as the activities which are related to business and helps in
creating value for the promotion and advertising of products and services of the company
(Miao, and et.al., 2022). Concept of marketing in achievement of organizational strategic
objectives helps in knowing the growth and development of the Coca — Cola company at
large scale and helps in knowing the basis through which the company is displaying its
products and services at large scale in effective manner. Role of marketing in
achievement of organizational strategic objectives helps in analysing the aspects as to
how the changes and modifications are done within business to ensure that there are some
major strategies which are framed in knowing the basis through which all aspects of
growth and development for the success of Coca Cola company are being measured.
For the benefit of organization it is very important that Coca Cola should frame
such strategies which helps in delivering the role of marketing the products and services

which enables the scale of growth and development. Strategic objectives in marketing are
achieved with the help of framing of rules which helps in denoting that the business of
Coca Cola helps in delivering the effective work culture at large scale. Marketing helps
in creating value for the products and services which are produced by Coca — Cola. The
business undergoes strong market research which helps in delivering the positive aspects
of growth and development and helps in ensuring the scale through which marketing
activities are guided by marketing strategies. When the strategies are framed, they ensure
that the marketing of products and services helps in delivering the most effective and
efficient aspects of knowing the market and its current trends. Marketing segmentation is
being done which helps in delivering the aspects as to how effectively and in appropriate
manner the customers choices have become strong and have developed the basis of
intention of buying or purchasing the products and services (Hatamizadeh, , and et.al.,
2022).
The strategic objectives which are framed by Coca Cola helps in ensuring that the
products in the market helps in anticipating, stimulating, regulating and facilitating
consumers and public demand in the role of how satisfactorily the company is delivering
the products in the market. Future of the economy depends on how the marketing of the
company is being analysed and what are the measures which helps in taking account of
the marketing strategies of Coca Cola. With the help of strategies the products and
services are promoted at large scale in the market. Coca Cola follows the framework
which helps in increasing the measures as to how the changes are observed in the
working of the company and how the strategies are framed in taking concern of
maximizing the profit at large scale.
The marketing and delivery of Coca Cola products and services observed the
customers which impacted their planning, formulation and implementation of effective
marketing strategies for growth of Coca Cola in Nigeria. The company has used the
strategy of marketing mix to market the products internationally. Different tactics were
taken into account which helped in ensuring that the company has discovered different
tactics to convince the customers at large scale which are expanded in the markets and are

ensuring the needs and requirements of the customers. It is done to patronize one
beverage drink in Nigeria. There is different tactic which the company is holding which
is 4P's and this includes promotion, place, price and products and services which Coca
Cola is taking into account. Coca Cola company promoted its products in Nigeria because
it is spending much amount of money in sales promotion and advertising. In promotion,
the company organizes different competitive shows in Nigeria tertiary in the name of
sales promotion and advertising. Promotion helps in knowing the trends which are
running in the market and helps the customers of Nigeria to decide and analyse the
aspects of how the products and services of Coca Cola is to be delivered at large scale in
the market.
The promotion of the product and service impacted planning, formulation and
implementation of effective marketing strategies for the company Coca Cola. This helped
in knowing the aspects as to how effectively and in appropriate manner the products and
services of Coca Cola are displayed in the market at large scale. The Coca Cola dealers in
Nigeria have common characteristics of delivering the products in bits from Kiosk to the
retailers in the uniform price. This is the after sales service which helps in knowing the
aspects as to how the products are being delivered to the customers which impacts their
planning, formulation and implementation (Zhang, and et.al., 2022).
The price is the function to which demand and supply of products and services is
known in the market (Park, 2020). In Nigeria, the products and services of Coca Cola
follows the price penetration strategy. With the help of this, the company is able to
capture the beverage market in Nigeria. The price of Coca Cola is uniform which allows
he customers to buy the products and services at large scale. The products and services of
Nigeria does not practise price skimming. With the help of knowing the aspects and
growth of products and services in the market, the company is able to analyse and
identify the aspects of growth and development in the market.
There are many distribution channels for the products and services which are
delivered in the market of Nigeria and this helps in knowing the maximum profits which
helps in analysing and identifying the growth and development through the distribution

channels which are placed in the market. Coca Cola company has a strong base in Nigeria
which helps in creating value for the products and services which are delivered in the
market at large scale. This helps in knowing that Nigeria is taking concern of all the
aspects of growth and development at large scale. This helps in developing the aspects as
to how the growth in the market is being observed which helps in creating value for
which all major changes are taking place and this ensures the products are displayed
largely in the market in Coca Cola company.
It is recommended for the company that the growth and development is analysed at large
scale and this helps in analysing the fact that all aspects of growth and development are being
framed in denoting the positive impacts of how the company is working and taking charge of the
actions in the market which are to be activated in Nigeria. The planning, formulation and
implementation of effective marketing strategies helps in gaining large number of customers in
the market which helps in denoting that the company is able to take control of the market
expenses and helps in increasing the sales and profits of the company (Kotabe and Helsen,
2020). The marketing strategies which are applied in the growth of market are idealized and
taken into consideration for the products and services which are taken to diversify the product at
large scale in Nigeria. The country is already taking concern of all aspects of denoting the
advantages which are diversified in the market and this helps in knowing that Nigeria has
expanded its scale of products and services in the market. The marketing strategies helps in
knowing the effectiveness of the products which are to be promoted in the market at large scale
(Sinha and Sheth, 2018).
As the market grows and develops the changes, the product modifications are also done
which impacts the planning, formulation and implementation of effective marketing strategies
which are framed at large scale. The main aim of Coca Cola is to work on the needs and
requirements of the customers so that they are satisfied and this helps in knowing the perception
of customers so that their needs and requirements are fulfilled at large scale. The perception and
behaviour towards the products and services is being analysed and identified at large scale which
helped in identifying the aspects as to how effectively and in proper manner the customers are
concerned about the services and products of Coca Cola.
To gain the market and analyse the marketing activities the marketing strategies helps in
framing and knowing the perspectives of how effectively and in appropriate manner the changes

and modifications are being done at large scale (Hutt and Speh, 2021). It is recommended that
that Nigeria tried to expand its market which helped in analysing and creating value for which all
major decisions are being taken. Nigeria is trying to expand its market internationally nut they
are unable to create that market structure. This is helping to knowing that the market should be
analysed that what are the trends and techniques which helps in knowing the customer intention
in the market so that Coca Cola is able to take concern of the products and services which are to
be delivered in the market. Along with this, for customers and business to grow, it is also
recommended that corporate social responsibility should be highly considered and should gear
towards the rural areas where the highest population of developing economy like Nigeria are
found (Iacobucci, 2021).
There should be people oriented projects which should be initiated and this helps in
knowing the aspects as to what are the customers intentions and the basis through which all
major decisions are taken place. (Lupo, 2018) This will increase the aspects of growth in the
products and services which are rendered to customers in the market. Therefore, the marketing
strategies helps in knowing the basis through which all major changes and modifications are
being considered at large scale. This helps in creating value for the products and services of Coca
Cola. The perspective of how effectively and in appropriate manner the marketing strategies are
framed for expanding the scale of customers is known. With the help of effective marketing
strategies, there are major concerns of how effectively Coca Cola is ensuring the positive impact
of the brand value which has been reflected through the purchase intentions of the customers.
Customers are the key sources which have been impacted by the marketing strategies
which the business is ensuing to grow and evaluate at large scale (De Pelsmacker, Van Tilburg
and Holthof, 2018). The perceptions of customers have been impacted which have been idealized
in knowing the aspects as to how the products are to be marketed by promoting and advertising
them in Nigeria. It helps in denoting that how effectively and in appropriate manner the
perspective of customers are taking concern of what is being displayed in the market and
whether Coca Cola is producing new variety of products and services in the market. Thus,
marketing strategies have proved to be important for Coca Cola.

CONCLUSION
Thus, it has been concluded from the above report that role and concept of marketing in
achievement of Coca Cola's strategic objectives were being discussed in appropriate manner.
Along with this, extent to market oriented and delivery perceived value to customers impacted
the planning, formulation and implementation of effective marketing strategies for the growth of
Coca Cola in Nigeria. The report also helped in denoting the recommendations which helped in
assessing the major aspects as to what are the scale of expansion in international market so that
the products and services of Coca Cola will be identified at large scale.

INTRODUCTION
Target marketing through the mode of segmentation will assist the company in grabbing the
large customer share along with enhancing the customer loyalty (Ruiz-Pava and Forero-Pineda,
2018). In the same way with the use of integrated marketing channels the brand awareness
among the customer will be raised that will further lead to raise the customer loyalty. This report
will discuss that how with the mode of market segmentation and integrated marketing channel
the effective targeting of the market will take place. Likewise, this report will also discuss that
how with the concept of target segmentation the customers are impacted in terms of loyalty.
MAIN BODY
Identifying and analysing how effective targeting market through target segmentation and
integrated marketing channels impact the creation of long term customer loyalty and drive
growth in different organizational context
Target market is a group of customers which are available in the market and helps in analysing
as to how the products and services are displayed in the market. Target market is the subset of
the total market for the products and services which are made available in the market (Yin and
Ritter, 2020). Targeting is an effective marketing strategy which helps in knowing the
perspectives of how effectively products and services are being displayed in the market at large
scale. For promoting and advertising the products and services in the market, it is very important
to ensure that the customers in the market are targeted so that all effective ways in which
business of tourism in promoted in the market is taken concern of.
In targeting, there are certain segments which devises specific package for each segment.
For example, Young Independent Travellers (YIT) are typically single students who make their
own travel arrangements which helps them realize the aspects of travelling and tourism in
Australia. Many individuals are on their own or enjoy with their friends who make applicable
travel culture for other tourists and travellers. Young Individual Travellers look themselves as
travellers who seek experience rather than observing the sigh seeing places and purchasing the
low cost products which includes hostel accommodation, sporting activities, bus passes and
living or accepting the Australian lifestyle and people.

With the help of target marketing through target segmentation and integrated marketing
channels impact the creation of long term customer loyalty and drive growth in different
organizational context is described by how effectively and in appropriate manner Australia's
tourism is promoted in the market (Kohne, 2019). Young travellers are targeted in the market for
tourism. Having targeted the youth market it becomes very important for the travellers and
tourists to ensure the positive aspects of tourism are being implied in the market to the targeted
customers. For this, communication process was being taken into accordance so that the growth
in Australian tourism is being promoted and diversified at large scale. The communication
process was being done to encourage young people who are taking concern of how effectively
the Australian tourism is being promoted.
By targeting the young travellers, the approach is to target them so that the business of
Australian Tourism is taken into concern by the factors which is concerning the young travellers
who are — sporty and active, are fun-loving, innovative, young, vibrant and dynamic. For this,
the Brand Australia Campaign has been launched across the major markets of Europe. Branding
and positioning of products and services of tourism helps in initiating the aspects of growth and
development. This uses the range of features which help the customers to identify and helps in
developing perceptions about the range of products and services which have been created at large
scale. This also helps in conveying attributes, benefits, values etc. Likewise, this will also lead to
enhance the awareness of the organization among the customers along with assisting the growth
of the organization in the market (Thompson, 2018). This sis because with the mode of adding
the customers in terms of creating the brand awareness the organization would be directed
towards the path of growth which will further assist and lead the raising of sales and revenue of
the company.
With the help of integrated marketing channel, tourism in Australia is promoted at large
scale. And in this, the customer loyalty is being known which helps in denoting that the travellers
are engaged in tourism facilities which are being provided to them in Australia. Tourism helps in
encouraging the customers' and travellers who are facilitated by the tourism facilities which are
being rendered by the Australia. For promoting tourism, Australian Tourist Commission (ATC)
is creating value by fulfilling the objectives which are mentioned as -
 Helping the business to co-operate with the tourists ventures so that the perspective of
tourism is being defined at large scale.

 To work with the range of partners to increase the interest levels of tourism in Australia
to take effective travel decisions.
 To help the travellers plan their trip to Australia by the facilities of destination which is
provided to the travellers.
Market segmentation is done in such manner that the characteristics and needs of the customers
in the market is being identified at large scale (Dolnicar, Grün and Leisch, 2018). This helps in
knowing the perspectives as to what are the buying behaviour of the customers towards the
facilities provided to them during the travelling. For marketing segmentation, it is important to
understand — the nature and attributes of the product which are being displayed in the market.
Along with this, buying behaviour of customers is also analysed at large scale which helps in
creating value for the facilities which are to be provided to the travellers. And with the help of
segmentation, targeting and positioning, the products and services which helps in engaging the
customers at large scale are analysed and identified at large scale (Camilleri, 2018). The young
travellers are engaged in taking concern of all the facilities which America is providing them for
their travel and tourism. The products of Australia are all travel experiences and opportunities
which are open to Young Individual Travellers. This helps in knowing the basis through which
all major facilities which are provided by the American tourism are analysed. The needs and
requirements of the customers are satisfied which helps in denoting the positive and negative
measures of how effectively and in appropriate manner the travel and tourism in Australia is
promoted to the travellers so that they are engaged in taking concern of visiting to different
destination in Australia.
The Australian Tourist Commission marketing strategy involves both trade marketing to
organizations and consumer marketing which is linked directly top travellers at large scale. This
helps in engaging the young travellers to visit and promote the places at large scale by
communicating the measures as to how effectively and in appropriate manner the travel facilities
are being provided to the customers or travellers. This shows that the ATC with the use of
making segmentation of the market perform segmentation that will not only lead to assist the
organization but it also leads to enhance the brand loyalty among the customers. Here it is to be
noted that with the mode of trade marketing the organization will be assisted towards the growth
direction and with the mode of customer marketing the organization can make creation of brand
image and awareness among the customers with relation to organization’s services (Dolnicar,

2019). The ATC works with the tour operators which helps in gaining the customer loyalty
through their feedback which is collected by the tour operators. The ATC by participating in the
trade events helps in providing the regular newsletters for the tourism partners which are
involved in the business. Communication helps in knowing and analysing the aspects as to how
effectively the travellers are engaged in booking their tickets for travelling through the websites.
For this there is corporate website which is www.atc.australia.com. Thus it act as best market
marketing mode through which the information of the company will not only be shared but it
will lead to create brand awareness among the customers towards the company and its services.
The growth in different organizations helps in acknowledging the perspectives of how
effectively and in proper manner the travel and tourism of Australia is being concerned. This
helps in knowing the perspective that how the young individuals are involved in the business of
tourism. This creates he urge to travel more and visit the places in Australia. For this, Brand
Australia campaign is launched and this helps in knowing the basis through which all
perspectives are taken into account. The main aim of travelling is that the tourists are taking
more concern for the products and services which are served to them in the market. It was
important to help young people to make hem think that what they are perceiving in Australia.
This is done by providing them easy travel options to customers and travellers which move
around Australia. There is uniqueness of how effectively and in appropriate manner the
travelling is promoted in Australia.
Australia has created quarter million jobs in the tourism sector which helped in creating
value for the customers at large scale and created more diversity in the planning and travelling of
travellers. The main aim of the travellers is that it is creating value in the tourism sector by
providing the individuals jobs in the aspect of growing and generating ample opportunities at
large scale. Australia has many attractions which have helped the country in knowing the aspects
as to how effectively and in appropriate manner the tourism sector is promoting the products and
services at large scale. However, the tourists' industry which is running in Australia is helping to
know the major basis of tourism is being evaluated and this has been creating value for the
aspects of how effectively the facilities are being provided to the travellers so that the customer
loyalty is measured which denotes the engagement of the customers in the travel facilities which
are being provided to them (Dolnicar, 2020).

For encouraging the tourism in Australia, ATC considers and evaluates two objectives
which are being framed and are — to increase the number of visitors to Australia and
maximizing the benefits to Australia for the overseas of visitors at large scale. This has helped in
creating value for the customers and the travellers so that they are engaged and are seeking the
travel opportunities which Australia is providing them. This is being created in the manner that
all efforts are being idealized in knowing the aspects of growth and development of Australia's
tourists industry. Therefore, all major decisions are taken in the travel and tourism of how
effectively and in appropriate manner the ATC is taking concern of promoting the tourism in
different organizations. This also helps in knowing the scale of customers which are engaged in
the travel and leisure activities which are being undertaken in effective manner at large scale.
Thus it would be right to said that with the mode of use of various marketing channels
performance of the segmentation of the market will assist the ATC to make attract the tourist in
such a way that will lead to make growth of the organization along with enhancing the brand
image. This shows that the use of marketing channels and the marketing segmentation method
there is a positive impact towards the customer loyalty among the customers which will lead to
further raise the sales and growth of the organization (Liu and et.al., 2019).
CONCLUSION
From the above report it can be concluded that the market segmentation and targeting the
customers would have a direct and major impact towards the brand loyalty of customers. This
means with the help of targeting and segmentation the organizations can create high brand image
and build loyalty among the customers. The report also summarizes that with the mode of use of
effective marketing channel and medium the customer satisfaction can be raised. As marketing is
the medium through which the communication and brand awareness can be raised which will
ultimately lead to assist the organization in terms of enhancing customer loyalty.

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