Consumer Law and Coca-Cola Marketing Strategy

This assignment examines the role of consumer law in protecting customers during transactions. It analyzes Coca-Cola's marketing strategy across its four Ps: Product, Price, Place, and Promotion. The analysis highlights how Coca-Cola leverages market research to understand consumer needs and preferences, shaping its product features and distribution strategies.

Introduction To Marketing

TABLE OF CONTENTS
INTRODUCTION........................................................................................................................................1
P1. MARKETING TECHNIQUES USED BY ORGANISATIONS.......................................................1
P2. LIMITATIONS AND CONSTRAINTS OF MARKETING.............................................................2
P3 PRESENTING THE USE OF MARKETING RESEARCH IN THE CONTRIBUTION OF
DEVELOPING MARKETING PLANS....................................................................................................3
P4 MARKET RESEARCH FOR MARKET PLANNING......................................................................4
P5. STRATEGIES TO TARGET CUSTOMERS.....................................................................................5
P6. MARKETING MIX FOR DEFINED PRODUCT AND SERVICES..............................................5
CONCLUSION............................................................................................................................................6
REFERENCES.............................................................................................................................................7

INTRODUCTION
Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners and society
at large. The action or business of promoting and selling products or services, including market
research and advertising. The process by which companies create value for customers and build
strong customer relationships in order to capture value from customers in return. Marketing is
the social process by which individuals and organizations obtain what they need and want
through creating and exchanging value with others. The present report deals with all such
activities which are forming part of marketing. Thus the organization taken into considerations
for forming a better understanding are Coca-cola.
P1. MARKETING TECHNIQUES USED BY ORGANISATIONS
Market penetration is the increasing amount of existing products or try to promote a new
product though strategies such as advertising, lower prices, discount. Market penetration is when
the company raise awareness for the same products for the existing market. For example;
Kellogg’s use this strategy by bringing new products that can suit all ages. They do special
offers, discounts, and large packages for less. Another example would be Coca Cola selling more
of Diet coke to the same UK market by selling their products the retailer who are huge
multinational business such as Tesco, Asda, and McDonalds. Another example would be
advertising Coca-Cola in the Christmas season in order to boost their sales in the Christmas
season.
Product Development is when they introduce a variety of products within the same
market. For example; Kelloggs will improve and develop the existing products they have such as
less sugar in specific cereals. This will strengthen the relationship between existing customer and
the company by satisfying the customers’ needs and wants. Another example; would be Coca-
Cola company as they can introduce new flavours in the UK which aren’t sold anywhere else in
the World.
Market development is when they target a new audience but with the existing product.
Businesses can do this in two ways moving to another country or introducing a new product. For
example would be Coca-Cola as they have expanded their product Coca-Cola Vanilla into the
UK market from the US market. Another example would be Coca-Cola as not all their flavours
are being sold in every shop or retailers which means Coca-Cola can introduce a new market

when they introduce these flavours in their market. Kellogg’s use market development with their
products by entering a new market by introducing products for kids. For example; they have
family size packs, mini cereals for travel, kid’s cereals which can increase their customers as
they are exploring new markets.
Diversification is when the business opens an opportunity across different products and new
market sectors. For example; Coca-Cola have decided to go into a new industry which was bring
new sports drink out which they introduced PowerAde (Hall, 2014). Another example; e would
be the Kellogg’s as they have brought out a new range which are cereal bars and snacks such as
‘Nutri Grain Bars’ which they created as a healthy on the go snack. This helped Kellogg’s as the
new product created a new audience which meant more customers meant that Kellogg’s could
build on that relationship between the customers.
P2. LIMITATIONS AND CONSTRAINTS OF MARKETING
Consumer Law focuses on protecting the customers when buying a product or a service
from things such as fraud. There are various limitations and constraints in consumer law that
help customers understand their rights and protect them. It is constantly changing to keep up to
date and make sure businesses don’t take advantage of the consumers.
Sales of Goods Act 1979 states that goods and services must be sold in a perfect
condition and of satisfactory quality. The product/service must be sold as it was initially
described, therefore marketers have to describe the product accurately and make sure the
customers understand what it is they are buying. This applies not only to individual customers
but also to sales between businesses.
A seller who was a specialist in Coca-cola, offered a drinks to Munter by the expression who was
German. The buyer made it clear that he is not aware of using drinks therefore the seller should
examine the offer himself. The buyer bought the drinks which later on turned out to be a forgery.
The court of appeal held that he could not cover his purchase price from the seller since he had
not relied on the description in making a purchase; therefore it was not a sale by description.
Consumer Protection from unfair trading regulations 2008 (Creswell, 2014). These regulations
state that it’s an offence to use aggressive sales methods or dishonest advertising and promotion.
This applies mostly to business to customer sales and all businesses should obey the regulations
and treat customers fairly.

P3 PRESENTING THE USE OF MARKETING RESEARCH IN THE
CONTRIBUTION OF DEVELOPING MARKETING PLANS
Market research and marketing analysis is highly significant which is used to gain
valuable insights about customers, market conditions and the competitive landscape. There are
mainly two types of market research techniques that can be used by Coca-Cola namely
qualitative and quantitative tools. Quantitative research is considered to have as its main purpose
the quantification of data. This allows generalizations of results from a sample to an entire
population of interest and the measurement of the incidence of various views and opinions in a
given sample (Garoufallou and et.al., 2013). Qualitative research is considered to be particularly
suitable for gaining an in-depth understanding of underlying reasons and motivations. It provides
insights into the setting of a problem. At the same time, it frequently generates ideas and
hypotheses for later quantitative research. Coca-Cola conducts qualitative research with the
motive to get answer of the following questions:
 Who makes up the target audience?
 What do they want?
 When do they need it?
 Where does it sell best?
 How can it be taken to them?
 Why do they want/need it?
 What are our competitors doing?
 How is our market changing?
In this way, by making assessment of all the above mentioned aspects Coca-Cola would become
able to develop highly competent plan. Information which will be assessed through market
research helps in setting suitable marketing mix, targeting, segmenting and positioning strategy
(Schaeffer and Balazs, 2015). By taking into account the above mentioned aspect it can be stated
that outcome of research helps in making competent plan which make contributes in the
organizational growth and success.
P4 MARKET RESEARCH FOR MARKET PLANNING
Market research refers to the collection of data in respect to market and products as well
as services in terms of features and customers’ needs and wants. On the basis of results of the
market research it can be determined that in what features must be in product. Marketing is the
process of developing and implementing a plan to identify, anticipate and satisfy consumer

demand, in such a way as to make a profit. The two main elements of this plan are market
research to identify and anticipate customer requirements and the planning of an appropriate
marketing mix to meet these requirements (Sharma, 2015). Market research involves gathering
and recording information about consumers, market, product, and the competition in an
organized way. The information is then analyzed and used to inform marketing decisions.
There are three main ways of gathering information for market research:
1. From internal information already held by an organization, e.g. details of existing customers
and their spending habits.
2. External primary information - i.e. information collected at first hand by interviewing
customers and potential customers to get their views about a company, products and services.
3. External secondary information - using published sources of information e.g. those produced
by marketing organizations about products, markets and brands.
Marketing planning can then be used:
1. To assess how well the organization is doing in its markets.
2. To identify current strengths and weaknesses in these markets.
3. To establish marketing objectives to be achieved in these markets.
4. To establish a marketing mix for each market designed to achieve organizational objectives.
Service organizations like the Inland Revenue and Abbey will carry out marketing to find
out about the sort of service that their customers and clients require in order to create an
appropriate marketing plan. Manufacturing organizations like Cadbury Schweppes, Corus, Audi
and Nissan will carry out product research in order to create an appropriate marketing plan for
their products (as well as associated services). A simple definition of market research is 'keeping
those who provide goods and services in touch with the needs and wants of those who buy the
goods and services.'
P5. STRATEGIES TO TARGET CUSTOMERS
Coca-cola is a powerful consumer classification that segments the UK population. By
analyzing demographic data, social factors, population and consumer behavior, it provides
precise information and an understanding of different types of people. Coa-cola provides
valuable consumer insight helping you target, acquire and develop profitable customer
relationships and improve service delivery.

By dividing the UK population into smaller segments, it provides a detailed
understanding of consumers’ demographics. It help business firm to have better opportunities in
the market for sustainable development. Psychographic -refers to a marketing strategy in which
customers are divided into various groups based on lifestyle. This approach to defining various
demographics helps marketers understand what influences purchase decisions such as different
attitudes and expectations, particularly of a good or service.
P6. MARKETING MIX FOR DEFINED PRODUCT AND SERVICES
1. Price — It is a factor where Coca-cola to decide how much customers should pay for a
product A product is only worth what customers are prepared to pay for it (Barrow, 2016). The
price also needs to be competitive, but this does not necessarily mean the cheapest: the small
business may be able to compete with larger rivals by adding extra services or details that will
offer customers better value for money. New energy drink at low price is key motive of business.
2. Product — There is no point in developing a product or service that no one wants to buy. Yet
many businesses decide what to offer first and then hope to find a market for it afterwards. In
contrast. the successful company will find out what customers need or want and then develop the
right product — with the right level of quality to meet those needs now an in the future. Flavored
energy drink will be product for segmented market because it will lead business to impressive
level of success.
3. Promotion — All of the methods of communication that a marketer may use to provide
information to different parties about the product. It’s includes activities such as branding.
Advertising, sales management, special offers and exhibitions can also be referred by company.
Promotion must gain attention, be appealing. Also tell a consistent message and above all else
give the customer a reason to choose your product rather than someone else’s. Coca-cola will be
focused towards all such values (Anderson and et.al, 2015).
4. Place — Refers to providing the product at a place which is convenient for consumers to
access the product must be available in the right place. At the right time and in the right quantity.
In this respect, Coca-cola will focus on setting out stores at middle of city and installing vending
machines in malls or super market. It attracts more customers and advances the overall sales.

CONCLUSION
As per above study, Consumer Law focuses on protecting the customers when buying a
product or a service from things such as fraud. There are various limitations and constraints in
consumer law that help customers understand their rights and protect them. It is constantly
changing to keep up to date and make sure businesses don’t take advantage of the consumers.
Sales of Goods Act 1979 states that goods and services must be sold in a perfect condition and of
satisfactory quality. Market research refers to the collection of data in respect to market and
products as well as services in terms of features and customers’ needs and wants. On the basis of
results of the market research it can be determined that in what features must be in product.
Marketing is the process of developing and implementing a plan to identify, anticipate and
satisfy consumer demand, in such a way as to make a profit.

REFERENCES
Books and Journals
Anderson, D. R and et.al, 2015. An introduction to management science: quantitative approaches
to decision making. Cengage learning.
Barrow, C., 2016. The 30 Day MBA in Marketing: Your Fast Track Guide to Business Success.
Kogan Page Publishers.
Berkowitz, E. N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.
Cresswell, T., 2014. Place: an introduction. John Wiley & Sons.
Creswell, J. W., 2014. A concise introduction to mixed methods research. Sage Publications.
Fortenberry Jr, J. L. and McGoldrick, P. J., 2016. Internal marketing: A pathway for healthcare
facilities to improve the patient experience. International Journal of Healthcare
Management. 9(1). pp.28-33.
Hall, C. M., 2014. Tourism and social marketing. Routledge.
Kalenskaya, N. V., 2015. Marketing strategy of higher education institutions. Mediterranean
Journal of Social Sciences. 6(1 S3). p.146.
Maziriri, E. T. and Chinomona, E., 2016. Modelling the Influence of Relationship Marketing,
Green Marketing and Innovative Marketing on the Business Performance of Small,
Medium and Micro Enterprises (SMMES). Journal of Economics and Behavioral
Studies. 8(3). pp.127-139.
Papadopoulos, N. and Heslop, L. A., 2014. Product-country images: Impact and role in
international marketing. Routledge.
Schaeffer, R. A. and Balazs, A. L., 2015. The Viability of Pan-European Marketing.
In Proceedings of the 1993 World Marketing Congress (pp. 386-389). Springer
International Publishing.
Sharma, S., 2015. Internet Marketing: The Backbone of Ecommerce. International Journal of
Emerging Research in Management &Technology. 4(12). pp.200-202.