Marketing Essentials and Strategy Analysis

The provided report is a comprehensive analysis of marketing essentials, including the identification of customer needs and wants, market understanding through different strategies, roles and responsibilities in marketing functions, and comparison between Coco-Cola and Nestle using the 7 Ps of marketing mix. The report aims to help companies evaluate and analyze markets for achieving maximum results.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Role and responsibility of marketing function.......................................................................1
P2 The marketing concept in the organisation (Internal and External)......................................3
TASK 2............................................................................................................................................7
P3 Use different elements of marketing mix 7 Ps to achieve overall business activities...........7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is the study and management of exchange relationships. Marketing is the
business process of creating relationships with and satisfying customer (Alford and Page, 2015).
Marketing helps company in providing the best quality product to their customer and also helps
in creating the innovative product in order satisfy the customer that increase the value of
products. Report will lay emphasis on Coca Cola. It is a carbonated soft drink manufactured and
beverage company. They Provide the different products like RC Cola, Afri cola, Inka cola, kola
real etc. This is non Alcoholic brand that provide the different soft drink, Sport drink, fruit juice
and beverages etc. The Coca-Cola Company also sells concentrate for soda fountains of major
restaurants and foodservice distributors. Report will emphasise on the roles and responsibility of
marketing functions and also how these roles and responsibilities related to wider organizational
context. Report also lays emphasis on the comparison between two company 'coco cola' and
'Nestle' through 7 Ps of marketing mix.
TASK 1
P1 Role and responsibility of marketing function
Coca Cola
The Coca-Cola Company is an American corporation established in 1886 by pharmacist
John Sith Lumberton in Atlanta, Georgia. The Company is manufacturer, retailer and marketer of
non-alcoholic beverage concentrates and syrups. The company is best known for its product
Coca-Cola.
Roles and responsibility of marketing
Management process
The Role of Marketing function in Management process is to develop strategies and
doing planning for products of Coca Cola through advertising, promotions and sales to reach the
desired customer segment. The responsibility of marketing function in management process is to
manage the work with top level management and to assist the top level management in
determining the marketing plans and policies. The role and responsibility of marketing function
is to formulate the product strategy with top level management in order to established their
product in the market and what promotion and sales techniques and strategies to be adopted to
attract more customers towards the product of Coca Cola Company (Rancati, Gordini and
1

Capatina, 2016). To manage the human resource in the right direction marketing supports the
management process
Giving customers what they want
The role and responsibility of marketing function is to give what the customer want. To
fulfil the customer needs the role of marketing function is to manufacturer products in
accordance with customers needs and to serve the best product of Coca Cola. The role and
responsibility of marketing function of company is to adopt new approach of selling through an
intense focus on the prosperity of the customers of organization in order to fulfils their needs.
The role of Marketing function is to identify customers’ needs and how much value Coca Cola
place on getting those needs addressed.
Identifies and anticipates customer requirements
In order to identify and anticipates the customer requirements the marketing manager of
Coca Cola conduct Market Analysis and takes Consumer Feedback.
Market Analysis
One of the major role of marketing is to do market analysis and to identify the current market
trends in order to analyse consumers choice, needs and preferences . The marketing function is
responsible for doing product research through conducting primary and secondary research
(Rowley, 2016). Marketing helps Coca Cola in doing market research and analaysis about the
consumer trends and preferences. In secondary research, the role and responsibility of marketing
function is to collect data through public sourcing, commercial sourcing and internal sourcing of
Coca Cola in order to meet consumer requirements.
 Consumer feedback
The role and responsibility of Marketing function is to create open communication with
the consumers of Coca Cola and to invite channels for them in order to identify and anticipate
customer requirements. The role and responsibility of marketing function is to identify effective
ways to capture consumer feedback via online forums, customers advisory boards and direct
phone conversations. These feedbacks are helpful to forecast and anticipate the future demands
and requirements of consumers of Coca Cola .
Fulfils customer requirements profitably
To fulfil the customers requirements profitably, the role and responsibility of marketing
is to fulfil consumer needs according to their demands. Fulfilling the consumer needs start with
2

understanding what your product does and how it helps people. Taking the time to fully research
and understand how you help consumers is the best way to properly target marketing campaigns.
Proper targeting generates the best sales results (Pike, 2016). The role is to provide customers
satisfaction in order to retain customers and to lead Coca Cola Company towards profitability.
Pricing , promotions and distributions of ideas, goods and services
The role of marketing function involves pricing strategy, promotions activities and
distributions of goods and services to the consumers of Coca Cola.
Pricing strategies- One of the major role of Marketing function is to formulate effective
pricing strategy in order to retain customer and to lead Coca Cola towards profitability (Baker
and Magnini, 2016). The role of marketing function is to set reasonable price of Coca Cola
products which is affordable for consumers. A company can pursue any of five major objectives
through pricing: survival, maximum current profit, maximum market share, maximum market
skimming, or product-quality leadership
Promotion strategies-The role and responsibility of marketing function is to make
promotions strategies in order to attract large number of customers towards the products of Coca
Cola . The marketing function is responsible for doing advertisement through publishing the
articles in newspaper or by telecasting the advertisement through different media channels
(Malhotra, 2015). The responsibility is to promote Coca Cola by Personal selling of products or
doing sales promotion and by maintaining public relations.
Distribution of ideas- Marketing function has the role to create a distribution channel
which can provide their end product to the Consumers. The distribution channels include
manufacturer, whole-sellers and retailers. The role and responsibility of marketing function is to
establish a supply chain for products of Coca Cola. Distribution is the process of making a
product or service available for the consumer or business user who needs it. This can be done
directly by the producer or service provider, or using indirect channels with distributors or
intermediaries. Marketing has made distribution process more easy.
Changing role of Marketing (Relationship marketing)
"Relationship marketing is a strategy designed to foster customer loyalty, interaction and long-
term engagement. It is designed to develop strong connections with customers by providing them
with information directly suited to their needs and interests and by promoting open
communication.
3

Relationship marketing will assist Coca Cola in enhancing the consumer experience. Coca Cola
can improve their relationship with the consumers by taking feedback from them on social media
platform. This can attract more consumers towards firm.
Better Feedback
Plenty of brands are getting the hint, thanks to social media: feedback (thoughts or reactions to a
product or service) can make or break a business. Today, by engaging with a consumer through
social media Coca Cola can create better relationship with them through relationship marketing.
This gives customers an opportunity to be heard, and provides valuable feedback for brands in
areas that might need to be tweak
P2 The marketing concept in the organisation (Internal and External)
Internal factors
The marketing is an integrative business function which brings different organisational
functions together in terms of:
 Current products needs
The marketing function is responsible for managing different organisational function like
production and research & development in order to fulfil current needs of Consumers of Coca
Cola. The role of marketing function is to evaluate current consumers needs through market
research and to covey the information and data which they gather during the research. so that
production department can design or produce there products in accordance with current
consumers needs (Baker and Saren, 2016). Major role of marketing is to maintain coordination
with research and development department in order to meet current products needs.
Future needs
The marketing function role and responsibility is to do deep research in order to evaluate
and anticipate the future needs of the consumers of Coca Cola products. To do the marketing
research they integrates with the research and development function in order to anticipate future
needs of the Consumers of Coca Cola Company (Moll, 2016). It identifies the current market
trends and consumers preferences and on that basis they forecast future needs of customers.
Interrelation of marketing function with different internal functions units:
4

 Finance- The marketing function is interrelates with finance function to do promotion of
their brand, like telecast their advertisement on television they need finance in order to do
promotion activities like personal selling or to promote Coca Cola Campaigns and to
publish Coca Cola advertisement in the newspapers they occurred highly advertisement
cost so the finance function helps in budget planning and helps to reduce the
advertisement cost of the Coca Cola Company.
 Purchasing- The marketing function is interrelates with the purchasing department. The
marketing function provides information about the current market trends and consumers
choice and preferences of Coca Cola. In accordance with that Purchasing department
purchase raw materials and product ingredients in bulk which can be used to put into
their production process. It helps to meet the consumer needs and taste & preferences.
 Production- The production function is interrelate with marketing function. The
production function produce the Coca Cola products based on marketing research related
to consumers taste and preference (Pike, 2015). The production function adds different
flavours like soda, lemon into their Coca cola drink based on market study by the
marketing function.
 Research and development- The research and development is interrelates with marketing
function. The marketing function helps to collect data and information about the
Consumers choice, taste and preference through their feedback strategy, they get to know
what further improvements in quality is to made, and this information they provide to the
research and development function and further up gradation and improvement in quality
standards of Coca Cola products is being done by the research and development
department.
 Personnel- The marketing function is interrelates with the personnel function in this
ways:-
1. Employer marketing and branding- The Coca Cola itself also needs the marketing
function in promoting its brand value in market in order to attract and retain top talent of
human resource towards their Coca Cola Company. The marketing function also helps to
promote Coca cola through giving job advertisement on online website and through
publishing the vacant job articles in the newspapers for the vacant job for specific job
role.
5

2. Keeping up with the change- The marketing function analyse markets change to meet
employees expectations of Coca Cola Company. The brand have to involve the
marketing function to stay competitive, in order to change employer brand and to meet
employee expectations (The Relationship Between Marketing & Human Resources,
2019 ). The role of marketing function is to evaluate and analyse top basic trends in
personnel like salary data and to identify what benefits the competitors are providing to
their employees in order to retain customers loyalty in Coca Cola Company.
Roles and responsibilities of marketing to the external environment
Current and potential customer
Coca cola is more focus on their customer they provide the quality product to their
customer and identify the customer needs. Company make the innovative products for their
customer that satisfy the needs. For example Pakistan consumer want low priced product so they
can easily purchase it. So, Coca Cola is provided the low prices on their bottles (Kaser, and
Oelkers, 2015). So customer are satisfied and they cannot switch the product. So company get
the advantage and increase the profits or loyalty of customer. Marketing is instrumental in
helping businesses achieve this purpose and is much more than just advertising and selling
products and collecting money. Marketing generates value by creating the connections between
people and products, customers and companies.
Competition
Coca cola is very big beverage company. And the biggest competitor of the company is
Pepsi because they both have work in same segment. Pepsi is also providing the best price to
their customer so the competition is increased. So coca cola is more focus in the pricing strategy.
Which helps them to reduce the competition. They also use the promotional pricing strategy to
increase the demand of the product. In occasion season firm reduces the price so that they can
attract more consumers. Company is also engage in Providing the gifts to their customer like
vouchers, cash, TV sets etc. so this strategy help to increase the demand of the product
(Lovelock, and Patterson,2015). By analysing the features of competitors' products, marketing
can compare the performance and market appeal of their company's product range and
recommend areas for improvement.
Economical aspects
6

Coca cola have variety of products and they sale their product in all over the world.
Customer has different preference and taste, culture. So the demand is different in every country
so coca cola is more focus to satisfy the customer they provide the quality product to their
customer. Like less chemical use in their product and also provide the healthy products such as
coca cola zero sugar, coca cola diet etc. These products help to increase the demand of product.
Also, company have different supply chain that provides the product to their customer through
direct supply and indirect supply. In direct supply they directly transport the product through
their own vehicles. Marketing intermediaries help a firm to promote, sell, and make-available a
good or service through contractual arrangements or purchase and resale of the item.
TASK 2
P3 Use different elements of marketing mix 7 Ps to achieve overall business activities.
The marketing mix has been defined as the "set of marketing tools that the firm uses to
pursue its marketing objectives in the target". Thus the marketing mix refers to four broad levels
of marketing decision, namely: product, price, promotion, and place They both deals with the
B2C market (Lovelock, and Patterson, 2015).
Figure 1Marketing mix
Source: (Marketing mix, 2019)
Nestle
Nestle is one of the largest fast moving consumer goods (FMCG) company (Kaser, and
Oelkers,2015). They provide different products such as baby food, beverages, dairy products,
water, ice cream, bottles, cereals, food service product, performance nutrition, etc. The best
selling products of company includes Maggie, Kit kat, Nescafe.
7

Coca cola
Coca Cola is the beverage company which provides non alcoholic drinks like soft drink,
sport drink, fruit juice drink etc. coca cola is deals with the non durable goods (Alford and Page,
2015). And provide the variant product such as diet coke, coca cola zero sugar, coca cola life,
coca cola mango etc.
7 Ps of marketing mix
7P's help to evaluate the market by using different strategy. So this help company in expanding
their business to identify the needs of customer through using the 7 ps. These 7 Ps are product,
price, promotion, place, physical evidence, process and people (McDonald, and Wilson,2016).
As market change rapidly, customer preferences needs and wants are changed. This also increase
competition. all these areas affects the company growth. So company will analyse the market
and evaluate the strategy or implementing. So these 7PS help to company for increase their
growth and help to achieving the best results.
7 Ps Coca cola Nestle
Objective Coca-Cola aims to maximise
their profits while maintaining
a long-term sustainable growth
within the beverage industry.
The company's mission
statement states that the
company aims to: refresh the
world, inspire moments of
optimism and happiness
Nestle objective is to be the
leader in Nutrition Health and
Wellness, and the industry
reference for financial
performance, trusted by all
stakeholders.
Product Coca cola have large product
portfolio they have 500 brands
that is been sale in 200
countries (Kaser, and
Oelkers,2015). They provide
Nestle provides variety of
products to its customers. Such
as baby foods, beverages, food
service products etc. Most
popular brand includes
8

the 3900 beverage choices to
their customer and their most
popular brand is coca cola,
Fanta, Diet coke, coca cola
zero sugar, coca cola life,
Sprite etc.
Maggie, Nescafe, Kit kat,
Nestea etc (McDonald, and
Wilson,2016).
Price Coca cola has offered the
promotional pricing policy that
affect the demand of customer
and especially coca cola is
reduces their price on the
special occasions. For
example, coco cola is reduced
their prices on the occasions
(Lovelock, and Patterson,
2015). Also, firm uses market
penetration pricing policy that
means the product's initial
price is lower and help to
attract the customer. For
example: in Pakistan,
consumer want the low price
of product so they can easily
purchase the products.
Nestle use skimming price
strategy that means the initial
price of product is relatively
high. As demand of the
product is satisfied the needs
of customer (Alford and Page,
2015). So nestle lower the
price to attract the customer
and increase the demand of
products. For example Maggie
and Nescafe is provided the
profit to the nestle by using the
skimming price strategy.
Place Coco cola have two
distribution channels. Direct
selling and indirect selling. In
direct selling, they sale their
product at different shops
using their own vehicles. They
Nestle have a good distribution
channel in all over the world
(Kaser, and Oelkers,2015).
Nestle distribute and
displaying their product in
super market and malls. Also,
9

have 500 personal vehicles to
supply their product. The
direct selling is provided more
profit to the company. In
indirect selling, they have their
suppliers who will supply their
product in different areas. The
wholesaler and distributor is
give the assurance to customer
for availability of products
distribute the product in
hospitals, college canteens,
public places.
Promotions Coca cola promote its products
through different promotional
channels. Like purchase the
shelves in big shops and
display their product in the
shelves that attract the
customer which is good ideas
to promote their products.
Also, launch the UTC scheme
means under the crown
scheme. In this scheme they
offer the gifts to their customer
such as offer the bicycles, TV
sets, cash price etc. that
increase the demand of the
product (Alford and Page,
2015). Company also do the
sponsorship with the colleges,
and also sponsor their sports
events. This is good strategy to
Nestle promote its product
through different innovative
ideas for promoting the
Nescafe they promote the
Nescafe tunes. Also promote
the Meggie they focus on the
moment you spend with your
Maggie and also in
campaigning they increase the
quality of Maggie. For
promoting Kit kat the tag line
is take a break which promote
the Kit kat. So this is good
marketing strategy to promote
their products. Nestle is
promote its product on TV,
Social sites. Etc.
10

promote their products.
People Coca cola manages their
employee to provide the
benefits. Such as rewards,
incentives, medical facilities,
training, etc. so employees are
increase their motivation and
achieve the target of company.
Company also provide the
opportunity like premiership,
allowances, provides training
for awareness. So coca cola is
managed the employees
properly.
Nestle is hiring the people by
using different selection
methods and provide training
to their employees. Also,
company will follow health
and safety act to protect their
employees from accidents
(McDonald, and Wilson,
2016). Company provide
medical, educational facilities
to their employees. So
employee are more focus on
their work
Physical evidence Coca cola is unique product
and its logo is also different.
So customer is also easily
identify the logo of coca cola.
Nestle introduce a better
connectivity by settingcoffee
corners with their logo of
Nescafe on vending machines.
Nestle also increase their
quality in packaging use the
plastic less packaging that help
to environment.
Process Coca cola use different
ingredients in their product
include the syrup in their
products. Also, specify the
different supply chains that
fulfils the requirement of
customer, so that they can
provide a product in different
Nestle produce the product by
using vending machines and
produce the product according
the requirement of customer.
Company also produce the
product through using the
different technology and
increase the quality in the
11

stores (McDonald, and
Wilson,2016).
products.
CONCLUSION
The Report has been concluded about the marketing essential that describe the marketing
strategy that help to find the customer needs and wants and help to understand the market for
using the different strategy. The report was described the roles and responsibility of marketing
function and also define the roles and responsibility of market relate to coco cola. Report also
concluded the comparison between the coco cola and Nestle according with the 7 Ps of
marketing mix. These helps to company for evaluate and analyse the market that help for
achieving maximize results.
12

REFERENCES
Books and Journals
Alford, P. and Page, S.J., 2015. Marketing technology for adoption by small business. The
Service Industries Journal, 35(11-12), pp.655-669.
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management, 28(8). pp.1510-1534.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Baker, M.J., 2016. What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Kaser, K. and Oelkers, D.B., 2015. Sports and entertainment marketing. Nelson Education.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer
branding. Handbook of Human Resources Management. pp.23-52.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Malhotra, N. K., 2015. Essentials of marketing research: A hands-on orientation. Essex:
Pearson.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Moll, B., 2016. Human Resources Marketing and Recruiting: Essentials of Employee
Referral. Handbook of Human Resources Management. pp.93-102.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Pike, S.D., 2016. Destination marketing organizations–research opportunities in an era of
uncertainty. In Book of Abstracts-6th International Conference on Tourism.
International Association for Tourism Policy (IATOUR).
Rancati, E., Gordini, N. and Capatina, A., 2016. Conceptualizing and measuring content
marketing in luxury firms: an exploratory analysis. In Global Marketing Strategies for
the Promotion of Luxury Goods (pp. 109-132). IGI Global.
Rowley, J., 2016. Information marketing. Routledge.
Sajid, S.I., 2016. Social media and its role in marketing.
Online
13

The Relationship Between Marketing & Human Resources, 2019. [Online]. Available through:
<https://smallbusiness.chron.com/relationship-between-marketing-human-resources-
10287.html>
Marketing mix. 2019. [Online]. Available through:
<https://smallbusiness.chron.com/relationship-between-marketing-human-resources-
10287.html>
14