Marketing Assignment Report Coca Cola

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