Understanding Marketing Theories and Strategies

This assignment delves into the world of marketing, covering various topics such as the marketing mix, customer loyalty, corporate social responsibility, and more. It provides an overview of essential marketing texts, including 'Essentials of Marketing' by Lamb et al., 'Introduction to Marketing: Theory and Practice' by Palmer, and 'Strategic Advertising Management' by Percy. The assignment also touches on destination marketing, green marketing orientation, and the importance of leadership in driving strategic management.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Roles and responsibilities of marketing functions ................................................................1
P2 Roles and responsibilities of marketing relate to the wider organisational context. ..........4
TASK 3............................................................................................................................................1
P3 Comparison of Marketing mix of Coca Cola with other organisation...................................1
TASK 4 ...........................................................................................................................................5
P4 Produce and evaluate the basic marketing plan for the organisation.....................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
.......................................................................................................................................................10

INTRODUCTION
The concept of marketing is not only about selling and advertising but it broadly focus on
creating a positive and profitable relationships. If the marketer identify or analyse the factors
which is essential for every business expansion such as customer needs, develop product that
provide superior customer value and fair price, effective distribution channels and impressive
promotional activities etc. With the help of these factors company can easily sell out their
product and attain high level of profitability and productivity (Armstrong and et. al., 2014). In
simple terms marketing is a process by which companies create values and build effective
relationship with customers in order to capture values from customers and gain competitive
advantage. Apart from this today marketers has vital role for the social and environmental factors
in order to enlarge the business operation effectively and efficiently. In context to Coca – Cola,
one of the world famous and largest brands in the beverage industry which is founded in the year
of 1886. It's headquartered in United States and it is operate in 200 countries across the globe.
This report covers roles and responsibilities of marketing functions, interrelationship between
marketing and with other business functions, influence of marketing mix in business operations
and develop new marketing plan for company.
TASK 1
P1 Roles and responsibilities of marketing functions
Marketing is the premier component of business management as it mainly concerned on
satisfying customer and create value for them in order to achieve high proficiency. The term
marketing word is derived from market as it defines that market is a place where buyers or
sellers come or meet together and enter into a transaction including transfer of ownership of
goods and services (Baines, Fill and Page, 2013). Hence, marketing is the management process
of identifying, anticipating and satisfying customer needs and wants in order to attain high level
of profitability and productivity. Modern marketing is the heart or strength of industrial activity
as it tells what, when and how to produce along with this it guides and controls the business
operation. Apart from this it is a goal oriented as it's main purpose is to profit maximisation
through satisfaction of human needs. It has wide area of scope as it covers all the business
activities from the conception of ideas to realisation of profit such as study of consumer
behaviour and their wants and needs, product planning and development, packaging and

branding. However, marketing is a complex, dynamic and interrelated process and it involves
continuous planning, implementation and control. In current scenario company's survival and
existence is depend upon their marketing effort joined by financial operation among other
functions within their structure (Bergh and et. al., 2014). Thus, it plays a vital role in establishing
relationship between customers and organisation. Along with this marketing function starts from
identifying or analysing consumer needs and ends with satisfying those needs. Some of the key
roles of marketing functions are as follows:
 Customer support service: Customers are the backbone for every business growth and
expansion. The main aim of marketing is to satisfy customer needs and wants in order
to attain competitive advantage. Apart from this it helps company to achieve their goal
and objective effectively because it is customer centric. However, marketing enable the
company to satisfy the need and wants of customer in order to survive or sustain in the
market for long term. Part from this marketing function helps to handle customer
complaints by providing positive response which build better relationship.
 Promotion: Marketing enable company to use several tools for promoting the product
in order to expand the business. Some of the promotional tools are sales promotion,
direct selling, advertising, publicity, social media, public relation etc. which helps the
company to increase the productivity level as well as improve the overall performance
of firm. By this Coca-Cola can build and protect its image as well as add value to
customer.
 Pricing: Pricing is a crucial element in marketing as it enable business to generate
more revenues. Fair pricing of product increases the demand and supply which creates
satisfaction among customers and add value to company's image (Etemad, 2014).
However, marketing strategy helps company to implement fair price, modification or
innovation in product, and developing a right approach in order to attain maximisation
of profit and revenue.
 Market Information: Managing demand becomes a critical challenge for marketers
especially in people, processing and possession. Demand can be positive or negative
which impact the productivity and profit margin of the company. Marketing enable the
company to have a clear understanding of demand pattern and manage the fluctuating
demand in order to retain market share and achieve profit maximisation.

 Packaging and Labelling: It is the first and last impression which capture the
customer's attention or attraction effectively and it leads to higher growth of company
(Gregurec, VRANEEVI and Damir, 2011). For this marketing function plays a crucial
role in guiding and directing the company to implement impressive packaging and
labelling in order to capture the market and gain competitive advantage.
Some of the key responsibilities of marketing functions which is described below:
 Satisfying customer needs: One of the main goal of marketing is to satisfying customer
needs and creates value to them which result into attaining high profitability. Marketing
function helps company to acquire better positioning in market. Along with this it
encourage company to create surveys or follow up from customers which enable them to
overcome their weakness and encourage to adapt opportunities in order to obtain
effective productivity.
 Track trend and monitor competition: In today's scenario trend and fashion becomes a
biggest challenge for marketers which directly impact their productivity. However,
marketing function encourage the company to seek or face opportunities or challenges
by adapting impressive strategies in order to fulfil the customer taste and preference.
 Innovations: Customer's needs and wants keeps on changing according to the time being.
In order to gain their attraction company should have effective technologies in order to
accomplish higher profitability (Harries and et. al., 2013). Furthermore marketing
function ensure the company to obtain effective techniques or tools in order to retain
customer and capture the market effectively and efficiently.
 Effective strategic plan: Marketing function helps company to develop impressive tactics
which enable them to sustain in the market for a longer period of time. Some of the
strategies are segmentation, targeting, positioning, pricing which helps company to face
competition or threat in order to gain competitive advantage. However, these strategic
plans ensures company survival, growth and reputation.
 Expansion of market: An effective marketing function helps the company to enlarge the
market and improves the overall performance of company. Along with this it helps them
to expand their business operation by establishing in new geographical regions as well as
it encourage them to adapt several culture, values and develop new products which
increase the efficiency and increase the volume of sales.

From the above mentioned roles and responsibilities of marketing function, it promote or
help Coca – Cola to accomplish organisation goal effectively and efficiently. By this they can
easily expand their market in new geographical regions which improves the overall performance
and add value to company.
P2 Roles and responsibilities of marketing relate to the wider organisational context.
The ultimate aim of marketing is exchange of goods and services from producers to
consumers in a way that maximise the satisfaction of customer needs. In simple terms, marketing
is an organisational function and set of processes for creating, communicating, anticipating and
satisfying customer needs (Ionita, 2012). Apart from this, marketing covers a wide range of
interrelated activities that enrich the role of a marketer such as selling, what has been produced,
what has to be produced, how to produce etc. which provides the clear understanding for
accomplishing organisational objective effectively. The lifeblood of business is lies on marketing
as it covers advertising, public relation, promotion ans sales. Along with this, marketing is a
process by which product or service is introduced and promoted to potential customer. Without
marketing, company may offer best product or services but none of the customer would come to
know about the product. On the other hand without the cooperation of marketing sales may crash
and it effect company's productivity and profitability. Each business functions has unique role to
play yet each one is linked or interconnected with each other. Some of the interrelationship of
marketing with other departments are as follows:
 Marketing and Production Department: This relationship between these two functions
is very important for enhancing the performance of an organisation. In order to increase
organisation performance and improve it, the marketing and production department
should cooperate with each other (Kang and Hustvedt, 2014). Each function has its own
roles and responsibilities. Furthermore, production function focus on creating new
products, managing quality and quantity of product on the other hand marketing
function concentrate on satisfying customers and meeting their needs which add value
to company's image. However, marketing find out the the demand or taste and
preference of customers by various strategies and tactics and inform the production
function. By this production function communicate what it takes to produce the product

and how adding features will improve the overall performance and profitability of Coca
– Cola.
 Marketing and Human Resource Department: These two business functions are closely
interlinked as they both contribute towards the accomplishments of organisational goal
effectively and increases profitability (Koritos, Koronios and Stathakopoulos, 2014). A
company needs to attract profitable customers to achieve effective volume of sales and
attain high profit margin. In this competitive market, companies needs to find new ways
to attract the right customers and talented manpower. For this company adapt
innovative promotional technique such as campus recruitment, social media, newspaper
and many more in order to attract the best fit team members . Hence, marketing and
human resource function are connected with each other as marketing help Coca- Cola
to improve branding, accurate data or information and dedicated manpower.
 Marketing and Research & Development Department: Both these functions are
competitive weapon as they mainly focused on satisfying customer need by adapting
effective promotional technique. Furthermore, research and development function
analyse or identifying the demand, trend and introduce innovative product in order to
acquire the customer attraction in order to increase higher volume of sales. By this
marketing department get to know about the customer taste and preference and it enable
them them to adapt effective techniques to promote the product in market. However,
R&D are the masters of possibility whereas marketing are the master of possible. Yet
they both are interlinked to each other.
 Marketing and Finance Department: For maintaining the competition level marketing
and finance plays an integral role which enable them to achieve productivity and
maximisation of profit (Kyriakopoulos, Hughes and Hughes, 2016). Furthermore, for
every marketing functions money is the basis for promotional activity for that finance
department provide enough fund to marketing department in order to promote the
product fruitfully and can easily capture the market. On the other hand marketing
department can applying several techniques and strategies like advertising, sales
promotion, direct selling, public relation etc. with the help of fund which is provided by
finance department. Hence, they both can easily gain competitive advantage and
achieve high level of output.

 Marketing and IT Department: With the help of both the function company can
accomplish maximisation of profit with the optimum utilisation of resources. For
attaining good reputation among market IT pays a vital role in marketing department as
they adapt innovative or latest technology which provides the accurate and relevant
information by saving time, cost and energy. Apart from this it enable the marketing
department to develop application, online websites in order to increase profitability ad
improve the overall performance of company (Lamb, Hair and McDaniel, 2011). By
this marketing function can easily target and reach out the customers and can increase
the volume of sales or profit margin.
From the above explained statement it has been analysed that marketing department I
interlinked with other department of Coca-Cola which enable them to maximise the profit and
can easily accomplish the organisational objective in an effective and efficient manner.
The main or ultimate aim of marketing is to exchange of goods or services from
producers to consumers in an effective way to gain competitive advantage. Marketing function
is mainly deals with the analysing or determining the customer demand and ends with the
fulfilling or satisfying those needs in an impressive way. Apart from this it concerned with
buying, selling, distributing, financing, risk taking etc. which help Coca – Cola to achieve higher
level of production (Mandhachitara and Poolthong, 2011). However marketing is a process
which encompasses of all the business activities or functions starting from the introducing the
product till it reach the final customers. There are several key elements of marketing functions
such as market planning, risk taking, product development, product distribution, financing,
customer support etc. which enable the company to reach its ultimate goal i.e. gaining
maximisation of profit. Each marketing function are interlinked with each departments of
company such as promotion, branding, human resource, finance etc. which helps Coca-cola to
accomplish organisational goal effectively. Furthermore, it enable these elements enable the
company to identify opportunities or challenges which helps them to gain competitive advantage
and motivate them to contribute towards the achievement of organisational goal i.e. it makes
them to be flexible and dynamic in nature. Along with this it enable company to hire talented
manpower in order to increase productivity an improve overall performance of company. Apart
from this it helps company to identify the customer needs and wants and enable them to produce
qualitative product which improves the satisfaction level of customers and adds value to

company's image and help them to attain pre determined goal by establishing good position in
market.
TASK 3
P3 Comparison of Marketing mix of Coca Cola with other organisation.
The marketing mix of Coca Cola is very much different from its competitors. The
company uses different marketing plan to attract is customers as compared to its competitors
present in the market (Mueller and et. al., 2015). This is because the plans and objectives of Coca
Cola is very much different from the other companies present in the same industry. The major
motive of the Coca Cola is to increase the sale of the company. Whereas the motive of its
competitor is to satisfy the needs and wants of the customers. So the plans and polices of Coca
Cola will be different and the company also have different objectives. The marketing mix
comparison of Coca cola with Pepsi Co is discussed below-
Basis Coca Cola Pepsi Co
Product
The company is providing approx
3900 beverage options to their
valuable customers. Since the
company has good brand image in
the market. So Coca Cola is able to
attract more and more customers by
introducing its products according
to the need and demands of their
customers. For example- the
company introduced Diet Coke,
Coca Cola Zero, Coca Cola Life,
etc. because its customers were
demanding healthy soft drink
beverage. After the introducing
these healthy drinks in the market
the company witnessed a rise in
their sale.
The products of Pepsi Co
mainly contains carbonated
beverages. Due to this the
company is loosing its
customers. The company is
mainly focusing on increasing
its business in the food sector
and not in soft drinks and
beverages. The company has
failed in recognizing the needs
and demands of its customers.
Due to this the company is not
performing well in the
beverage sector. The
organisation is also not able to
introduced the products
according to the heath of the

customers.
Price
The organisation follows different
pricing strategy in different areas.
The company has introduced many
discount offers on the bulk
purchases done by its customers.
The price is decided by the
company on the basis of type of
market and the geographic segment
in which it operates. So the prices
of the company's product are not
very high. So customers can easily
afford it. This is because the major
focus of the organisation is to
create a brand loyalty in the mind
of its customers. The company is
using competitive and price
skimming strategy to sale the
product.
The pricing strategy of Pepsi
Co is at the competitive stage .
This means the company is
constantly faces issues because
of the price of its competitors.
The company charges high
price from its customers
because the transportation and
manufacturing cost of its
products are relatively high.
The operating margin of the
company is also very low
because the organisation is
offering high discounts to big
retailers.
Place
The company is selling its products
in more than 200 countries around
the world. The organisation follows
the FMCG pattern of distribution.
Due to this the Coca Cola is able to
achieve effectiveness in its
distribution network. The
distribution of the company's
products is mainly based on its
bottling partners. These bottling
partners are directly connected with
The major mode of
distribution of this
organisation is with the help of
distributors and retailers. The
company also offers its
products directly to the bulk
buyers. The pricing strategy of
the organisation is same as of
Coca Cola. Customers can
easily buy the company's
products because they are

the customers. These types of
customers include- grocery stores,
street vendors, movie theatres, etc.
available almost everywhere in
the market.
Promotion
Coca Cola is spending lot of money
for the promotional activities so
that more and more customers are
attracted to buy the company's
product. The company uses both
traditional and modern techniques
for the promotional activities. This
means online as well as offline
mode is used by the company to
retain its customers. After the
implementation of this strategy
company observed hike in the sale.
Promotion is done on televisions
and social networking sites. Online
mode of promotion is able to retain
its customers for longer period of
time.
The organisation is able to
retain is customers by using
appropriate promotional
activities. The organisation
have started focusing on
young customers. Due to this
Pepsi Co made some necessary
changes in the promotion of its
products. For this company
used the celebrity endorsement
promotional strategy.
People
The employees of Coca Cola plays
a major role in improving the sale
of the organisation. As the
employees are helping the
management by suggesting new
and innovative ideas to enhance
their business. With the help of its
employees company is able to
attract more and more customers.
The organisation and its employees
Employees in Pepsi Co are
motivated towards achieving
the goals of the company. The
company is continuously
focusing on satisfying its
employees by providing them
chances of increasing their
skills and knowledge. As with
the help of this the employees
and organisation will be able

are working hard to increase the
profitability. By doing the
individual goals of the employees
are also achieved .
to give their best output.
Process The plans for the distribution and
delivery of the products to the
customers have helped the
organisation a lot in increasing the
sale (Palmer, 2012). Company uses
various distribution channel to
deliver the goods to the final
consumers. The procedure of
transferring the goods and final
products is managed in a sequential
and appropriate manner. Customers
also have a option to directly
purchase the product from the
organisation.
Retailers of Pepsi Co plays a
vital role in transferring the
goods from one place to
another for the purpose of sale.
The company is spending high
amount on the transportation
of raw materials and final
products. The procedure of
delivery of products is a
lengthy process. As many
other parties are involved in it.
Due to this the organisation is
facing problem in satisfying
the needs and demands of its
customers.
Physical evidence Coca Cola is able to attract more
and more customers by its excellent
physical evidence services. The
packing of the products of Coca
Cola is very attractive and the
company is also using various
layout techniques to increase the
sale of the company. Coca Cola
keeps on changing the packing of
its products. This is usually done to
retain the customers for longer
The packing and other services
of Pepsi Co is not so attractive
as compared to Coca Cola.
Company needs to make some
adjustments in the working
structure. So that better plans
can be made. The latest
changes done in the packing of
the products is attracting many
new customers. It is seen that
because of the latest packaging

period of time. By doing this the
organisation is also able to maintain
a good competitive position in the
market. As company is able to give
tough competition to its
competitors.
the sale of the company has
increased to a great extent.
TASK 4
P4 Produce and evaluate the basic marketing plan for the organisation.
Strategic marketing plan- It is the current ongoing action plan which includes the
various activities and process that will help the organisation in achieving the goals and
objectives. This plan is generally used by the organisations to coordinate and plan the activities
in the effective and efficient manner (Pamfilie, Petcu and Draghici, 2012). This will help Coca
Cola in introducing a new product in the market. Company will also be able to maintain good
reputation in the market with the help of this plan. The product can be introduced after analysing
the needs and demands of the customers. Strategic management plan will continuously monitor
and analyse the newly introduced plan in the market. This plan can be executed with the help of
latest technology and innovation. The internal as well as external environment can be controlled
by the strategic plan. With the help of this the company will be able to achieve a good position in
the market and the competition can be faced easily.
Executive summary- The company can introduce a new product or necessary alterations
can be made in the existing product. These alterations can include new and innovative plans to
attract more and more customers. The new product which can be launched by Coca Cola is fruit
juice. It is seen that the customers are becoming more heath conscious and they are demanding
soft drinks which is good for the heath (apadas, Avlonitis and Carrigan, 2017). The fruit juice
will be available in all flavours and will target customers from every age group. The new product
will have different objectives and strategy. Company will also be required to make a separate
budget plan before launching the product. The aims and objectives of the latest product will be
different as compared to the existing product in the market. The market for this product will be

divided on geographical, physiological, etc. This can be done by knowing the strength and
weakness of the product as well as of the competitors.
Objectives- These are the specific motives and aims which is formed by the organisation.
The objectives are made on the basis of the plans which are be achieved in the limited period of
time. Fruit juice which can be introduced by by Coca Cola will have different set of objectives.
The objectives can be made on the basis of type of product the availability of the customers in
the market. Following will be the objectives of the new product.
 Customers belonging from different age group needed to be catered by the company.
 The sale and profit must be increased by 20 percent in some specific areas.
 Customers who are more concerned about their heath needed to be catered.
 Juice will be made from natural fruits and ingredients and no artificial flavours will be
added in the manufacturing of the product.
Mission- The mission of Coca Cola fruit juice will able to refresh its customers and provide
them maximum satisfaction. Another mission of the new product will be to create a good image
in the mind of the customers so that customers end up buying the product (Percy, 2016).
Aim- Major aim of Coca Cola fruit juice will be to improve the heath of its valuable customers.
The juice will be made from fresh fruits and it will also be sugar free. Due to this quality the
customers who are a patient of diabetes can also consume this juice. As it will not be harmful for
their health. Young and teenage customers can be easily attracted by the company. This is
because the company already has a good brand image in the minds of the customers. Launching
this product will be a good advantage for the company because the competitors have not
launched it yet.
SWOT analysis -
Strength:
Goodwill- Coca cola is the larger manufacture in globe of beverage industry with strong
goodwill. People are already familiar with its logo and name that's why its juice products have
already gained goodwill.
Availability- with different marketing strategy of its business model and advertisement
campaign. Coca-cola supplying its products all over the world. Position of leader also help the
company to make its presence globally. So supply chain for juice is already available.
Weakness:

Currency- one factor is raised when the currency fluctuate of that country and another is at the
time of export there is always change in currency.
Water issue- heavy consumption of water by the production line can raise a issue in making
more products. As now many NGO are also raised different issue regarding high sugar level in
coca-cola
Opportunities:
Growing market- the market has more option on its expand feature. Profit will be increased on
entering of this market. Juice and water are priorities because now consumer are more focusing
on it (Pike, 2015).
Untapped area- with a research about market, company can explore those area which are
untouched by them and make their presence in that market. So there profit will become
increased.
Threats:
Competition- Pepsi is well known competitor of coca cola while there are some other local
brands which are also reason of decline in sales of coca-cola. In context about juice market
many companies like real juice, Tropicana have already captured the market.
Strategies- Coca Cola fruit juice can use various strategies to sustain in the market for longer
period of time. Some of the major pricing strategies which can be used by the organisation is
price skimming strategy. In the initial stage the price of the product can be set as low to attract
more and more customers and after some time the price can be increased. The price of the newly
launched can be set different in various parts of the world.
STP
Segmentation- Segment refer to group of people which share similar type of characteristic. As
per company view it include the plans, method, promotion etc. For fruit juice company will go
for demographic, geographic as well as psycho-graphic segmentation because demand for juice
is universal.

Targeting- consumer who will buy the products and use them are known as target market for a
company. People are comfortable for paying premium charge regarding fruit juice as it is related
to their health (Tsai, 2011). So in this case company will appeal to fitness freak person and those
who are more focused about health. As it is already mention it is growing market for the
company. For this company also include the supply chain of travel industry so there is more
turnover in sales.
Positioning- It refer to develop a unique, transparent and smart image of a product so they can
make a good perception in the mind of customer (Woodside and Zhang, 2013). With coca-cola
juice company can start health campaign, create awareness in society about fitness and start
various sports tournament. So that juice products will be more promoted.
Budget- It is the estimated amount which will be invested by the company for introducing the
new product. Coca Cola will be needing high investment so that the plan can be successfully
executed. This type of budget will be decided by the company. Since the product is will be of
good quality so it will require good quality of fruits (Tyson, 2014). This will add cost to the
company. Different budget plans needs to be set by the organisation for different type of product.
Total amount allocated to the budget is 2,00, 000
Particulars Amount
Advertising on TV (10%) 20000
In social Media Platforms (25%) 50000
On newspapers (10%) 20000
Sales Promotion- (30%) 60000
CONCLUSION
From the above given report it has been concluded that various marketing roles and
responsibilities of the marketing function can be used by the organisation to maintain and
increases the growth of the business. Seven P's of marketing mix will help the organisation in
making proper plans and polices regarding the product. The marketing department is inter-
related and inter- connected with other departments of the organisation. One department will

affect the working of other department (Verhoef, Kooge and Walk, 2016). Before the launch of
the new product organisations must decide the objectives, mission, budget and also the strength
and weaknesses can be analysed. This will help the organisation in achieving the goals and
objectives in the effective and efficient manner.
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