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Report on Contribution in Economic Development | Coca - Cola

   

Added on  2020-02-05

33 Pages9475 Words237 Views
What are the techniques which marketingmanagers use when promoting an existingproduct within a different region?

TABLE OF CONTENTSChapter 1: Introduction....................................................................................................................11.1 Title........................................................................................................................................11.2 Introduction............................................................................................................................11.3 Background............................................................................................................................11.4 Rational..................................................................................................................................11.5 Aim and objectives................................................................................................................21.6 Research question..................................................................................................................21.7 Focus and Purpose.................................................................................................................21.8 Dissertation structure.............................................................................................................31.9 Framework and analysis........................................................................................................31.10 Significance of the research.................................................................................................5Chapter 2: Literature Review..........................................................................................................62.1 Introduction............................................................................................................................62.2 Promotion..............................................................................................................................62.3 Tools and techniques for promotion......................................................................................72.4 Critical evaluation of different Promotional strategies........................................................102.5 Research gap........................................................................................................................13references.......................................................................................................................................14

CHAPTER 1: INTRODUCTION1.1 Title“To identify different techniques which can be used by marketing managers forpromoting an existing product within a different region: A case study on Coca-Cola”.1.2 IntroductionEach and every organization needs to adopt appropriate strategy to expand its business atnational and international level. There are number of strategies which can be used byorganization for introducing new and existing product in present and new market. The currentresearch study is based on determining appropriate strategy which can be used by marketingmanager of an organization for promoting its existing product in different region. The currentresearch has chosen Coca-Cola which is one of the leading organization of United States andprovide appropriate contribution in economic development of the nation (O’Guinn, Allen,Semenik and Scheinbaum, 2014). It is operating its business in all over the world and offer longrange of products and services to its customers. For attaining research objective the currentinvestigation will follow a very systematic process. This process will comprise literature review,research methodology and data analysis chapters. All these segments of investigation processwill help in getting appropriate solution of the research problem. 1.3 BackgroundCoco-cola wants to expand its business in different countries. It uses appropriate methodsand strategies for business expansion. Recently it has introduced “Minute Maid Pulpy Pear”product in market of China. This product has got planned success in this market noworganization wants to launch the same product in Indian market (Yamu, Voigt and Frankhauser,2014). But, still there are some issues about the marketing strategies of the company for thispurpose. There are different tools and techniques of strategic planning such as Ansoff matrix,BCG matrix, Strategic map, Porter’s generic strategies, etc. All these models can be used bydifferent organization for strategic growth of an organization (The Coca-Cola Company, 2016). 1.4 RationalNumber of organizations are facing issue in promoting existing products and service inthe new market. Inappropriate strategy leads failure of the strategic implementation in the new3| P a g e

market. Due to this reason organization does not get appropriate success in product launch. It isan issue because management of the organization does not analyze each and every strategicoption in effective manner. It is an issue now because Coca-Cola has launched number ofexisting product in new market in past but only few products get planned success. Now it wantsto launch Minute Maid Pulpy Pear in India. So, researcher wants to resolve this issue in effectivemanner and wants to suggest appropriate technique for promoting Minute Maid Pulpy Pear innew market. Regarding this researcher will shed light on number of strategic tools andtechniques which are appropriate for this organization. 1.5 Aim and objectivesAim:“To identify different techniques which can be used by marketing managers forpromoting Minute Maid Pulpy Pear in India: A case study on Coca-Cola”.Objectives:To identify number of tools and techniques for promoting products and services of Coca-Cola.To critically analyze different strategies for promoting Minute Maid Pulpy Pear productof Coca-Cola in India. To suggest appropriate techniques which can be used by marketing managers of Coca-Cola for promoting Minute Maid Pulpy Pear in India. 1.6 Research question1.What are the major tools and techniques for promoting products and services of Coca-Cola?2.What are the major advantages and disadvantages of different strategies for promotingMinute Maid Pulpy Pear product of Coca-Cola in India?3.What is the major way by which marketing managers of Coca-Cola can promote MinuteMaid Pulpy Pear in India? 1.7 Focus and PurposeAs per the research objectives author wants to determine appropriate strategy which canbe used by marketing manager for promoting existing product in new market. So, identificationof the suitable technique for promoting Minute Maid Pulpy Pear in India is the major purpose of4| P a g e

the research. For fulfilling this purpose researcher will focus on different tools and techniques ofstrategic planning. Along with this, focus will also be given on major advantages anddisadvantages of different growth strategies for promoting existing product of Coca-Cola inIndia. Research will shed light on most appropriate technique which can be applied by marketingmanager of the company for the same (Spence, McNaughton and Campbell, 2013). 1.8 Dissertation structureThe current dissertation will follow a very systematic structure of different chapterswhich will help in accomplishing the whole investigation in appropriate manner. Structure of thecurrent research is as follows:Chapter 1- Introduction: It is a brief introduction about the research subject, aim andobjectives and entire investigation. It will comprise information about the dissertationstructure and framework and analysis (Ying and Pheng, 2014). Chapter 2- Literature Review: Historical investigation relevant to the current subject willbe included in this chapter, it will help in analyzing past research studies on strategicplanning and promotion. Chapter 3- Research Methodology: This chapter will include information about theappropriate methods which will be used by researcher for completing whole investigationin effective manner. It includes appropriate methods of investigation such as researchphilosophy, approach, design, strategy, data collection methods, etc (Kwakkel, Walkerand Marchau, 2012). Chapter 4- Data Analysis: After collecting appropriate facts about strategic planning andpromotion of existing product of Coca-Cola researcher will use suitable methods foranalyzing all information. This chapter will comprise all findings which can help inmaking meaningful conclusion for the current investigation. Chapter 5- conclusion and Recommendations: This chapter will include result aboutappropriate techniques which can be used by marketing manager of Coca-Cola forpromoting Minute Maid Pulpy Pear in India (Mydin, 2015). 1.9 Framework and analysisAuthor will use appropriate methods for identifying appropriate techniques for promotingMinute Maid Pulpy Pear in India. Brief discussion of these methods are as follows:5| P a g e

Research philosophy: For the current investigation researcher will use positivismresearch philosophy because it focuses on the objective of the research rather thansubjectivity of the topic. Research approach: Author will use deductive research approach because author willapply appropriate hypothesis testing for checking the appropriateness of the past findingsfor the current study. It will not develop a new theory it will analyze number of theoriesand then get appropriate findings for the current investigation (Agarwal, Grassl and Pahl,2012). Research design: Descriptive research design will be used by researcher for conductingcurrent investigation. It will be used by researcher because author needs to do survey ofmanagers of Coca-Cola and descriptive is one of the best design for conducting survey. Research strategy: The current investigation will use combine strategy of qualitative andquantitative. Qualitative research strategy will be used by researcher for understandingsubjective concepts of number of strategic planning tools. On the other hand quantitativetechniques will be applied for determining one of the suitable method for promotingMinute Maid Pulpy Pear in India. Data collection methods: Primary and secondary data collection methods will be used forcollecting new and historical information about the current subject. Collection of datawill help in resolving research issue in more appropriate manner. Sampling: For primary data collection researcher will use survey methodology andregarding this researcher needs to select an appropriate sample of managers ofmanagement team of Coca-Cola. Regarding this researcher will use random numbersampling method because it provides equal chance to each member of researchpopulation to select in sample (Kaur, 2014). Data analysis: Current investigation will use thematic and statistical analysis methods forexamining collected facts and figures. Thematic analysis will be used by researcher forexamining qualitative information and statistical analysis will be applied for examiningnumerical information about the research subject. 1.10 Significance of the researchAccomplishment of the current investigation will be very significant for number ofresearch scholars who wants to conduct investigation on similar subject of promotion. Along6| P a g e

with this, it will be also beneficial for management of Coca-Cola because they can use thesuggested strategies for pro0motijng Minute Maid Pulpy Pear in India. Along with this, itincrease the future scope of the investigation on growth strategies and promotion strategies.Including this, current study is significant for organizations of other industries also if they wantto promote their existing product in new market (Spence, McNaughton and Campbell, 2013). 7| P a g e

CHAPTER 2: LITERATURE REVIEW2.1 IntroductionPromotion of products and services is very important for each and every organization. Ithelps in increasing awareness of customers which leads augmentation in total sales of theorganization. But it is very difficult to identify appropriate strategy of promotion for specificproduct of the company (Peeters, Clements and Gilmore, 2012). Major aim of the currentinvestigation is determining different techniques which can be used by marketing managers ofCoca-Cola for promoting Minute Maid Pulpy Pear in India. The current chapter focuses onhistorical investigation on similar subjects which have conducted by different researcher in past.Therefore, literature review will comprise historical studies relevant to promotion, tools andtechniques of promotion, different strategies which can be used by organizations and their impacton companies (Ngai, Peng, Alexander and Moon, 2014). Historical articles of these subjects willhelp in selecting one specific strategy of promotion for Minute Maid Pulpy Pear in India. 2.2 PromotionTurco, 2015 has concluded that “Promotion can be defined as set of activities which helpin communicating product, brand and services to users” (Turco, 2015). Similarly, Cosentino andBaker, 2015 has stated that “Promotion can be defined as an idea which helps in increasingawareness of customers about products of the organization” (Cosentino and Baker, 2015).Moreover, Goodall and Ashworth, 2013 has concluded that “Promotion of products and serviceshelps in attracting customers to buy product of the company in preference of others” (Goodalland Ashworth, 2013). As per all these statements, it very important for an organization potpromote its existing and new product for launching local and international markets. Includingthis, Andrade, Hastings and Angus, 2013 has said that “Promotion is beneficial for advertisingand marketing of products and services and developing strong brand position in market”(Andrade, Hastings and Angus, 2013). There are different tools and techniques which can beused by organizations for promoting their products. McMackin, Dean, Woodside and McKinley,2013 has determined different techniques of promotion for organization, such as advertisement,press release, customer promotion, trade discount, sales promotion, etc (McMackin, Dean,Woodside and McKinley, 2013). but, each and every organization needs to select appropriatetechniques of promotion as per the characteristics of products and services. 8| P a g e

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