Principles of Marketing for Health Booster Soft Drink

This report discusses the principles of marketing for Coca Cola's new soft drink, Health Booster. It covers the marketing planning process, segmentation, PESTLE analysis, and effective marketing planning through the extended marketing mix. The report also differentiates between B2B and B2C segmentation processes. Course code: MKT4001D Principles of Marketing.

PRINCIPLES OF MARKERTING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
SECTION -1....................................................................................................................................3
The components of marketing planning process and marketing orientation and the application
of marketing orientation in business...........................................................................................3
PESTLE analysis and micro-environmental factors related to competitor activity with respect
of new products...........................................................................................................................5
Effective marketing planning by marketing mix........................................................................6
SECTION – 2...................................................................................................................................6
Segmentation process for business to business (B2B) and business to consumers (B2C) in
terms of new soft drinks..............................................................................................................6
The targeting process in (B2C) markets and their characteristics which help in launching of
new soft drink..............................................................................................................................7
Describe positioning and way to positioned the new soft drinks in target markets....................8
SECTION- 3....................................................................................................................................9
7P marketing mix for describing the new soft drink by table format.........................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is the process of buying, selling, promoting, advertising and delivering of
products and services to the consumers and business on reliable rates. The principles of
marketing includes the all the ideas and thoughts and strategies which help in marketing. The
principle of marketing includes the various steps like targeting the consumer, determining the
needs of customers, manufacturing and production of products and services according to the
demands, attractive packaging, advertisement and selling of products (Tomczak, Reinecke and
Kuss) 2018). The principle of marketing based on three stages and it incudes the communicating
which is the learning process from customers, delivering which is the offering process in feasible
value as well as exchanging which includes the trade value of the products and services. The
given report has discuss about the principles of marketing of new soft drink. The report has taken
the Coca-Cola company for discussion of their report (Demirbag-Kaplan and Cavusoglu, 2022).
The Coca Cola company manufacture Coke as carbonated soft drink from 19th century. The Coca
Cola company has decided to launch the new soft drink which is healthy as well as providing the
new taste to the consumers. The Coca Cola has launched the new soft drink and named the soft
drink ' Health Booster' to the markets. The Health Booster is healthy soft drink and available in
different flavour and made up of 90 percent fruits juice, 10 percent honey. The company has not
added the sugar because of side effects of sugar and restricted the use of plastics bottle for the
new soft drink (Brocato and et. al., 2022). The Health Booster is available in glass, cane, steel
container in markets. The report has included the planning process, segmentation, positioning
process, PESTLE analysis and many more process in marketing of Health Booster.
MAIN BODY
SECTION -1
The components of marketing planning process and marketing orientation and the application of
marketing orientation in business
The marketing planning process is the way to define the business environment of
business and their competitive position in the markets. The marketing planning is basically an
advertising strategy which are develop as well effectively implement by the business
organisation to sell their product in the market. An effective marketing plan assists the business
organisation in determining whom they have to target, how to reach them, at what price product

can be sold and how to measure the efforts. It is very important for the business organisation to
develop the solid marketing strategy because these strategy act as foundation through which
goals can be achieved in proper manner. The process of marketing includes the strategies which
help the business in developing, implementing, evaluating and executing process. The objectives
of planning the marketing process are to know the demands of consumer for enhancing the
profits. The management of the firm must have to develop the marketing strategies according to
the objectives or the goals which are set by the higher authorities. One of the most crucial
marketing strategy which can be implement by the firm is 7 Ps of marketing mix. As the needs,
customers, market and product change rapidly so by continually revisit this strategy the firm
management can track their performance and attain the maximum results.
Components of planning process in marketing
 Targeting the market: This is the process of identifying the buyers. It includes all the
steps by which business target the markets to increase the profits. The targeting of
markets is based on positioning of products and services in the minds of customers by
fulfilling their demands (Lee, and et. al., 2019). Coca Cola company is targeting the
market for Health Booster drink by advertising process.
 Research and analysis: The main components of marketing planning process is research
and analysis because it is the process by which company and business gather the
information like strengths, weakness of their process. It gives the idea to develop the
potential market for products and services. The Coca Cola has research on the market
strategies, products quality and products analysis with their research team.
 Product: The product is the main thing in the planning process of marketing because
directly help in the development of any organisation. The product should be cheap, best
and reliable. The new launch drink of Coca Cola company is very beneficial for health
and it has different kinds of flavours which attract the consumers.
 Monitoring the market response: This components evaluate the marketing plan for
meeting the goals of company. Coca Cola company has attached to other business unit to
monitor the effectiveness of marketing plan.
Importance of marketing orientation

Market orientation is basically a customer centred approach which are used by the organisation
in order to design the product. This is basically a market research which comprises of different
types of perspective related to decision making, culturally, market intelligence, customer
orientation and many more. The marketing orientation in the principles of marketing is the way
of enhancing the loyalty and trust of customers by satisfying the customers through their
demands. The role of marketing orientation in business are describe below:
 Gross generation: It is the revenue based concept which is very helpful in economical
aspects of business. The gross generation enhance the economy of company. Coca Cola
has strictly focused on gross generation of Health Booster to increase the earning of
company through the new soft drink.
 Brand loyalty: It is the process of creating the way of satisfying the consumers and
other business unit through their products and services. Coca Cola has reflected the
brand loyalty through serving of non-alcoholic beverages to their customers.
 Increase the customer satisfaction level: - the adoption of the market orientation
approach assists the firm in paying more focus on their customers which result in
increasing loyalty and leads to repeat the sales. In context to the Coca cola, focus has
been paid by firm on the health of their customer by cutting down the amount of sugar in
health booster drink. This helps them in increasing their market base as repeat the
purchase in the chosen country.
 Leads to continuous improvement: - by adopting this, the respective company can
effective paid focus on the feedback of buyer as well as the areas that need improvement.
This assist the Coca cola to take the correct action and address problems in smart way.
 Income Increase: - market orientation helps the firm in identifying the demand of
customers in the specific market which increasing the sale of products and result in
increase in income.
PESTLE analysis and micro-environmental factors related to competitor activity with respect of
new products
Pestle analysis is define as the concept which includes the business analysis to determine the
external or macro factor of any company or business (Yu and et. al., 2019). This analysis
includes the best way to make the decision related to products and services. The factor of

PESTLE analysis in terms of Coca Cola company in launching the Health Booster are mentioned
below:
 Political factor: This factor is based on governments policy, rules and regulations
(Ulubeyli and Kazanci, 2018). It includes the taxes, fiscal policy, trading policy and
corruption level etc. The governments has imposed the new taxes on Coca Cola
company which affect the profit of company.
 Economical factor: This factor is based on economical parameter like interest rates,
price strategies, exchange rates and many more. The economical factor is helpful for
launching of new products by Coca Cola company because of the establishment of
company in developed countries (Andre and et. al., 2018).
 Social factor: This include the various aspects like cultural, family size, structure and
many more. Coca Cola has launched the Health Booster by focusing the benefits of
drinks and demands of customers (Kirca, 2018).
 Technological factor: The Coca Cola has access the new techniques and technology in
advertisement of Health Booster to enhance the business of the company (Grigsby,
2018).
 Environmental factor: Coca Cola company has analysed the environmental issues
before launching of new soft drinks and focus on water disposal system to save the
water. The Health Booster has launched in glass bottles and containers and avoids the
use of plastics and protect the environment from plastic pollution.
 Legal factor: The Coca Cola company work according to the safety policy enacted by
governments and legislation.
Micro-environmental factors affecting the new soft drink
 Dominant competitors: The Coca Cola has competitions with PepsiCo company and
PepsiCo is the dominant competitors so Coca Cola has to reduce the competition by
adding the unique taste by adding different favouring agent and should enhance the
quality of soft drink to deal with competition in markets.
 Suppliers: The popularity of Coca Cola has increased the number of suppliers with the
Health Booster.

Effective marketing planning by marketing mix
Extended marketing mix is basically the combination of seven factors of marketing the works
together and helps the firm in attaining the objective in effective manner. The proper
implementation of this tactic by the firm become very beneficial for them. This assist them to
plan a successful product offering and use their strengths to avoid the unwanted cost.
 New product: This marketing planning consider the development of new products
according to the basis of current marketing trends. The new products should be developed
to full fill the needs of customers and also available at low cost so that it is available for
different economical groups.
 Product portfolio: This is the beneficial for growth and development of company
because it is the process to analyse the advantages and disadvantages of company policy
as well as it describes the products use and their harms in their documents.
 Differentiation: This is the best planning process in marketing because it apart the
company from competition and help them in focusing of innovation, experience and
brand presentation. The Coca Cola company has only focused on innovative ideas to
enhance the quality of Health Booster rather than focusing on the policy of other soft
drinks company.
 Business modification: -the extended marketing mix can effectively modify the entire
scenery of the business organisation by delivering important cracks that needed to be
blocked.
SECTION – 2
Segmentation process for business to business (B2B) and business to consumers (B2C) in terms
of new soft drinks
Segmentation process is the division process of marketing for achieving the targets at
very high speed as well as enhancing the growth and developments of company or business. The
segmentation is based on geographical concepts as well as demographics (Abdullah, and Jalil,
2022). It is very important process because it partition the markets into various segments to
know the needs demands of consumers area wise. It develop the wide network of area in
marketing and decrease the time and price of products. Segmentation process is categorised into
business to business and business to customers.

 Business to business (B2B): The buying, selling and marketing of goods and service
between the unit of business which has same traits, behaviour and needs. The (B2B) is
more complex and rational because of involvements of more than one business unit
(Raman and Menon, 2018).
 Business to consumers: The (B2C) segmentation includes the buying and selling of
products and services between the business and customers without involvement of third
party. It is mostly includes the online marketing (Agüera, 2019).
The management of the Coca cola company can divide their selling on different types of basis
from which some of them are discussed below: -
 Behavioural segmentation: - this is related to the segmentation of customers on the
basis of their behaviour. In relation the Health Booster, the management of the company
in the B2B market can sell their new product to the restaurant, gym, retailer so that
product reach to the potential customers. Selling new soft drink to the business result in
increasing their sales.
 Demographic segmentation: - this is related to the segmentation of customers on the
basis of age, gender, races, background and many more. In context to the Health Booster,
in business to customer (B2C) strategy the company management can segment their
market on the basis of customer income and in B2B marketing strategy they can segment
their market on the basis of goodwill of the target segment in the market.
 Geographical segmentation: -in this, segmentation of customer is done on the basis of
area. In context to the Health Booster, to sell soft drink in B2B market the firm can target
well known restaurant of the area and some other hangout places. On the other hand, for
B2C market the firm can segment their customers on the basis of locations where people
love to drink healthy drink.
The difference between business to business (B2B) and business to consumers (B2C) are as
follows:
Basis of differentiation B2B B2C
Price The cost of Health booster
show the low price rates due to
large amount of buying by
buyers or other business unit.
The cost of Health Booster is
high because company is
taking all the price like
shipping, marketing direct to

the customers.
Connection The business to business is
more rational. Coca Cola
company is more rational
towards their suppliers and
business partners.
The Coca Cola is deal
emotionally in business to
consumer marketing because
of direct deal between
company and customers via
their products.
User The Coca Cola has connect to
stakeholders and executives to
launch the Health Booster.
The Coca Cola has only
connected to consumers in
(B2C) for selling the Health
booster.
The targeting process in (B2C) markets and their characteristics which help in launching of new
soft drink
A new product named as Health Booster, is launched by the respective firm in the market and in
order to increase the sales they need to target the customers in proper manner. For this, firm
management must have to adopt the effective targeting methods to reach to the customers. These
methods help in communicating with the customers make them aware about the product and its
benefits. There are different types of targeting method which can be used by the firm from
which some of them are discuss below: -
 Advertising: -this is being considered as the most common way to introduce the product
in the market and target the large base of customers at the same time. This targeting tool
directly impact on the mind as well as behaviour of the customers which result in
developing interest for the product to buy. With the help of this the firm get to know
about that segment people who like the healthy soft drinks and focus towards health. In
addition to this, this targeting method also develop a connection between the audience
and Health Booster after communicating unique traits of the soft Drink.
 Utilization of Social media platform: - the management of the Coca cola company can
also utilize the social media platform to make the customers aware about the Health
Booster. By advertising on the different social media platform the firm can attract the
large base of customers towards their product. Almost each and every people all across

the globe use the social media, so in order to target the customers the firm can create the
brand hashtags and promote product by famous celebrities. In addition to this, the firm
can also create web pages and write some impactful message and content that develop
interest in the customers and make the audience more curious about the Health Booster.
Targeting is the process of dividing the markets in small units for increasing the potential
consumers and increasing the profit of business (Lindenbeck and Olbrich, 2018). The targeting
process identify the particular area for developing their business. The components of targeting by
Coca Cola company are mentioned below:
 Reachability: It is the way by which company and business reach to the customers by
knowing the needs and demands of customers (Park, 2020). Coca Cola is enhancing the
reachability of new soft drink Health booster by making juice of different flavours. Coca
Cola has added the flavours like strawberry, butterscotch, mint and chocolate to target the
customers. Coca Cola provides health benefits with taste combo pack for reaching the
customers.
 Size: It is the best way of targeting the customers by increasing the market area. The way
by which company know the area of interested customers towards their products is refer
to as size in marketing. Coca Cola company has focused before the launching of new
products towards the area where the people are eagerly wants the healthy drinks. The
focusing on size to target the customer is the best way to enhance the profitability of the
company.
Characteristics for targeting the consumers in terms of new products
 Behavioural: The way of recognising the needs of customers as well as determine the
needs of customers and then develop the advertisement according to the peoples
activities (Jin, 2021). Coca Cola has recognised that people have so much concern about
their health so company has decided to launch the Health booster.
 Demographics: The way of understanding the characteristics of consumers by their age,
education, gender, location etc. Coca Cola has launched the Health Booster in different
kinds of flavour according to age and gender.
 Lifestyles: Coca Cola company has launched their new soft drinks Health booster at very
feasible rates so that different economic groups can buy the products. The health Booster

is available in markets in two ranges one is for high class people and another is for
commoner.
 Benefits: Coca Cola has launched their new soft drink by focusing on health and added
more healthy products in the Health Booster.
Describe positioning and way to positioned the new soft drinks in target markets
Positioning the process of stable the products and services in the minds of target markets. This is
being considered as the most important process that assist in developing good brand image in the
market to attract the large base of customers. It is very crucial for the company to position their
product in front of their customer in proper manner. With the help of this they can effectively
segment and differentiate their product from competitor and enhance their selling. There are
different types of factors that assist the business organisation in positioning their product in the
customer mind in proper manner. The best way to positioned the products in the market as well
as in minds of customers is through the advertisements and by enhancing the quality of products.
The way of positioning of Health Booster in targeting markets are describe below:
 Pricing: - this is being considered as the most important factor that help the company in
positioning their product and influence the decision of customers. The management of
the Coca Cola company set the reasonable price of Health Booster drink in comparison to
their competitor. Opting low pricing strategy for position their product helps in increasing
their sales.
 Quality: -In the today’s world, most of the individuals are shifted towards the healthy
eating and lifestyle. In context to the Health Boosting, the company management can
position their product by providing excellent quality of drink to their customers. The low
sugar content of the drink and used of natural fruit extract can be act as USP of the firm.
 Differentiation: - this may be defined as how the customers can differentiate the
company product from others. In relation to the Health Booster, the soft drink is made up
of different types of healthy ingredients along with the pure natural substance and low
content of sugar. This thing makes the soft drink different form others.
 Establishing position: The best way of establishing the Health Booster in minds of
customer is adding unique quality in the products (Bhuyan, 2021). Coca Cola has added

the honey as sweetening agent which is not harmful for health as well as honey adds the
unique taste to new soft drink.
 Identification of Customers: The Coca Cola has identified the different types of
customers and their taste and demands related to healthy drinks by campaign and
through feedback and message of their consumers.
 Monitoring Position: The way of observing the whole process is termed as monitoring.
The Coca Cola has monitored the manufacturing, packaging, labelling and shipping and
marketing process by their development and research team in making of Health Booster.
 Competition level: Coca Cola regularly check the competition to other business and
modify their products by knowing the level of soft drinks in terms of quality, taste and
price of soft drinks of other company.
SECTION- 3
7P marketing mix for describing the new soft drink by table format
New soft drink product
Product Product is describe the physical assets and it is
the output of any business and company for
enhancing the growth of company (Obedi,
2020). The company and business represents
themselves in terms of products and services.
The Coca Cola company is selling coke as a
products in markets since more times and has
launched the new soft drink Health Booster as
new products in the markets. The new product
is healthy drinks and made from fruit juice and
honey. Coca Cola has added the honey as
sweetening agent because honey is beneficial
for health. Health Booster is very tasty and
healthy and it has different flavours according
to the customers demand. Coca Cola has
launched the new soft drinks with superior

quality and 100 percent purity.
Place The place is the particular area for marketing,
selling and buying of products and services.
The place is either physical like shops,
markets, shopping mall and many more as well
as online platforms like websites, Facebook,
blogs, flip cart and many more. Place gives the
appropriate network for distribution of
products so that it is easily available to the
customers. Coca Cola is very popular among
the youth so company has target the place like
shopping mall, cinema hall, Facebook, flip
cart. Amazon, blogs, Instagram for selling and
promoting their new soft drink.
Price Price is define as the cost of any services and
products for buying and selling in the markets.
The price is the whole cost of any products and
services which includes the manufacturing
cost, packaging cost, labelling cost, marketing
cost etc. The cost of Health Booster has set
according to the economical class of different
people. The company has launched the
products with two different kinds of cost, one
is for common people in small quantity
container and other is for high class in large
container having more quantity.
Promotion It is the process of advertising the products or
services for increasing the selling an d buying.
Promotion is related to marketing. It is the way
of targeting and positioning the products in

markets. Coca Cola has used different
platforms for promoting the Health Booster
like online platforms and campaigns. The
Coca Cola has used attractive pictures and
useful quotes on the bottle of Health Booster
for promoting the new soft drink. The
company has also provides different kinds of
discounts and rewards to promote the new soft
drink.
People Peoples are the employees and workers of
company and business which provides service
to the customers. They runs the company,
business and organisations by helping the
support desk, front desk. They run the
programmers, copywriters. The best
performance of any business and organisation
depends on the work of people. Coca Cola
company appoint the people having good
knowledge and manners. The company also
trained their interns to get the best knowledge
regarding the performance and work policy.
Physical evidence The outer look of company and their products
is termed as the physical evidence. It includes
the colours, shape of products and
infrastructure of company. The concept of
physical evidence in marketing process are the
branding of the products and services. Coca
Cola company has included the different shape
and colour of bottles of new soft drinks. The
different attractive picture are added on bottle

to attract the customers. The management of
Coca Cola company can place their product in
the stores in such a manner so that the
customers can effectively identified it and
made purchase. Along with the, eco-friendly
packing methods are also used by the
organisation which give aesthetic appearance
to the product and influence the decision of
customers
Process It is the well structured and verified way which
is used by company and business to run their
business. The process used by any company in
providing the products and services consider
the cost minimization and avoid the mistakes.
Coca Cola company develop their marketing
service for new soft drinks by implementation,
mission and controlling process. Coca Cola
company has used very convenient process for
making the new soft drink. The process of
Coca Cola company in terms of new soft drink
are very fast so that the Health Booster could
easily available to online platforms and
physical stores. Coca Cola has developed the
free home delivery of new soft drink for
increasing the selling and profits. Integrated
supply chain strategy is used by the company
management in order to attain sustainability of
the soft drink in making the product.

CONCLUSION
As per above report, the principle of marketing is the process of increasing the profits and
income of company and business by selling, buying and marketing of product or services. The
main aim of principle of marketing is the promoting their business, services, and products. The
marketing principles is based on PESTLE analysis because it focus on all factors like political,
environmental, social, legal, technological and economical which is very essential for
development of any business. As per above discussion the company Coca Cola has launched
their new soft drinks ' Health Booster' as per analysis of pestle and concepts of 7P marketing.
Furthermore, the report has included the segmentation process in business to business and
business to consumer markets and targeting process as well as positioning process. As per above
discussion the Coca Cola company has used best targeting process by knowing the demands of
customers and positioned the new soft drink in the minds of customers by providing the 100%
purity and best quality to their products. The report has described the product, place, promotion
and price of new soft drinks by Coca Cola company in very efficient way and company has used
all possible way through this report to increase the selling of new soft drinks in (B2B) and (B2C)
markets.

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