Marketing Mix and Consumer Behavior

This assignment provides an in-depth analysis of marketing mix and consumer behavior. It explores the effectiveness of marketing strategies in influencing purchase decisions, with a focus on Adidas products. The report also discusses the role of functional departments like HR, finance, and production in supporting marketing efforts. Additionally, it touches on the importance of market research and segmentation in global markets.

Unit Title and Number: Marketing Essentials (Unit 2)
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Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explain the key roles and responsibility of marketing functions.....................................1
P2. The roles and responsibility of marketing relate to the wider organisational context.....3
M1. Roles and responsibilities of marketing in marketing environment...............................3
M2. The significance of interrelationship between marketing and other functional units of an
organisation............................................................................................................................4
D1. Critically analysis of key elements of marketing functions are interrelated to other
departments of organisation...................................................................................................4
TASK 2............................................................................................................................................5
P3. Marketing mix and different from other organization.....................................................5
M3. Different tactics applied by organization to achieve business goals...............................7
TASK 3............................................................................................................................................8
Covered in ppt........................................................................................................................8
TASK 4............................................................................................................................................8
Highlight your contribution and learning from group work...................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing means creating, promoting and delivering the goods and services to
consumers. The aim of marketing is to achieve customer interest and satisfaction by connect
with other function of business. Present study is based on the “Coca-Cola”. Coca-Cola
introduced other cola drinks under the coke name. Coca-Cola has become the world's third most
valuable brand, after Apple and Google (Ang and Rusli, 2018). Study lays emphasis on roles and
responsibility of marketing functions. Furthermore, it will explain interrelation between
marketing and other functional areas of organization. Report will highlight the 7p's of marketing
mix help to marketing planning process to achieve business objectives. It is also prepared
marketing plan to market the product.
TASK 1
P1. Explain the key roles and responsibility of marketing functions.
Marketing function is role which helps organization to identify potentially success of
product in the market place.
Marketing planning
It is important function of the marketing. The role of this function in coca-cola is to make
marketing plan for increasing production and sales, promotion of product etc. Market planning
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Illustration 1: marketing function
(Source: Functions of marketing. 2017)

help to promote the company's products (Functions of marketing, 2017.). Market plan help to
decide that what to do and how to do. Role of this marketing function is to make effective plan
for analysis the market place.
Product designing and development
It is another function of marketing. It involves designing and development of product by
making effective design of product, packing and quality of goods and services. The role of this
marketing function in coca-cola is to make proper design of product. This marketing function
plays an important role in company. This help to product designing and development of the new
product which is best for companies growth. Role of this function is to design product effective
and make its effective development strategy
Packaging and labelling
Packaging means designing the package for the product and labelling means put label on
the package. It is pillars of marketing. The most important role of marketing function is
packaging and labelling. Its aim is to avoid breakage, damage of the goods during transit and
storage. Role of packaging facilities handling, lifting and delivering their product in market. In
other hand, label is slip which is provided information of the product like manufacturing date,
content and price etc.
Customer support services
Customer support service is a function of marketing (Armstrong and et.al., 2015). Role of
this function is to provide all the information related to the product to customers. Customer
services like technical services, credit facilitates, manufacturing date, content of the product and
maintenances services etc. that all information have to provide their customer its main role of
this function. This help to build customer satisfaction in their competitive edge.
Pricing of product
It is the function of marketing is fix prices of a product. The of product affect to the cost,
policy of governments etc. Price of product is to fix and so high and the same time it earns
enough profit for organisation. Role of this function is to fix price of product with analysis the
market and needs of customers.
Customers needs
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Customer needs are very important function of marketing. They play an important role in
the coca-cola's. This effective and valuable for the company. Role of this function is help to
analysis the needs and wants of customers.
P2. The roles and responsibility of marketing relate to the wider organisational context.
Marketing and finance department:
Marketing plays significant role in finance department. Its main responsibility is to
promote the brand and raise its brand image. Marketing manager takes support of advertisement
methods and social sites for promoting the brand. For this finance department allocate the funds
to market department in their promotion of product. This helps in raising awareness among
people that supports in increasing sales of the company.
Marketing and Hr department:
Marketing department plays an important role in the HR department. Its main
responsibility of to hire the best candidate in their team who are performed and promote better
their product in the market (Baker, 2016). In that marketing manager takes support from the hr
department to hire their new candidate for their team work effectively.
Marketing and R&D department:
Marketing department has the role of setting aims of research target market. In the R&D
department help to marketing department. R&D department help to Coca-Cola's marketing
department to identify the market opportunities to gain better understanding of customer needs.
Research team analysis the strength and weakness of competitor. The research and development
departments is help to make the new products according to needs and wants of customers. It is
effective and help to attract towards the company by introducing new product.
.
M1. Roles and responsibilities of marketing in marketing environment.
Roles and responsibility of marketing in marketing environment. Marketing manager has
to understand the both micro and macro environment around the company. Marketing manager
have to identify the customer needs and wants related to product. Market planing is responsible
for making goods and services through managing the effectiveness of the product (Baker, 2016).
Price of product is plays an important role in marketing environment. This is effective
and valuable for making the uses of product. This marketing function is responsible for making
and setting new price according to the customers.
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M2. The significance of interrelationship between marketing and other functional units of an
organisation.
Relationship of marketing department with other functional units of organisation is
explained below.
Human resources & marketing
Human resource division is responsible for hire candidate for marketing department who
can perform better in marketing department. Other hand Marketing department is responsible for
guides HR team about what kind of people require for this job & HR team recruits people those
who similar skills to perform well. Relationship between marketing team and hr team is
important because hr team help to marketing team in their hiring of new peoples.
Finance & marketing
Finance department is responsible for payments of expenses like advertisement and any
other expenses of marketing function (Fine, 2017). Finance department is responsible for allocate
the funds to marketing team for payment of raw material purchases. & marketing team generate
money from sales. It is important the relationship of marketing and finance team because finance
department help to marketing department to its expenses.
D1. Critically analysis of key elements of marketing functions are interrelated to other
departments of organisation.
Functions of marketing are interrelated to the other functional department of the
organization. Departments plays an important role in the functions of marketing. Like planning
of design and development of production is the function of marketing. It is related to the finance
department of coca-cola. Finance department pays for product development process. For
example: promote soft-drink in the market. For that company use advertisement like newspaper
and holdings etc. in this finance department pays money for this expense. By this finance
department connected with the marketing function (Hair Jr and et.al., 2015). Other hand,
packaging and labelling of product is also related to operation and production department.
Operation department handle packaging of product, warehousing etc. for example: make
attractive packaging of soft-drink. In that operation and production help to marketing department
to maintain this. By this operation department connected with marketing department of coca-
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cola. Marketing, hr and finance department are responsible for the making the effective working
environment with best result. There relationship is important for managing work at the firm.
TASK 2
P3. Marketing mix and different from other organization.
Coco-cola company's marketing mix involves various approaches to meet with business
objectives and concern in different soft drinks products markets around world. It defines
strategies that company used to meets target customers. It includes product, place, prices,
promotion, people, process and physical evidence.
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7 p's of marketing Coca-cola Costa coffee
Product Coca-cola's product mix has the
various product like sprite, fanta,
diet coke and coca-cola life etc.
There are same categories of costa
coffee like flat white, mocha and
espresso etc.
Place There is some place through which
it distributes its product such as
grocery stores, restaurants, street
vendors and movie theatres (7p's of
Marketing mix, 2017).
There are various places which
costa coffee uses for the
distribution of products: cafes and
there have the 2100 stores at UK..
Promotion Coca-cola uses some ways and
tactics in its promotional mix that
Costa coffee promotional mix are
as follows: advertising, sales
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Illustration 2: Marketing mix
(Source: 7p's of Marketing mix. 2017)

are: advertising, sales promotion,
public relation, YouTube channel,
social media and direct marketing.
promotion and direct sales.
Price It uses some pricing strategies like
skimming pricing strategy and
bundle pricing strategy.
It uses premium pricing strategy
through competition and premium.
Process Company use smooth process of
marketing. That help to marketer to
employ relevant and give better
services to their customers. That
help to build more satisfaction.
Costa coffee follows the standard
procedure as most of the big coffee.
Company use better quality of
product. It is the main process of
company (Hijazi and et.al., 2016).
Physical evidence It is important elements of
marketing. It focuses on clean
hygienic and attractive packaging
of product. That help to promote
their product in the market.
Company provide wealth of
information to its customer and its
outlets.
People Coca-cola specially focus on
promote services to its customers.
Costa coffee focuses on only on its
customers and its demands.
The 7p's of marketing mix help to coca-cola to achieve its business goals. Product
strategies help to develop their existing product at the marketplace and also to help to make new
product at market. Company uses pricing strategies that help to attract customers by low price. It
helps encourage the customer to purchase this according to their affordability (Tuten and
Solomon, 2017). Coca-cola use better promotion strategies to promote their product. Company
uses advertisement, make effective relations with customer and make channel on you tube. That
help to develop product in market and it helps attract customer towards it. Company make
effective and attractive packaging for product because most of time customer attract by
packaging and its looks.
The promotion strategy is focus on marketing communications with target customers. For
example: company provide new information to customer regarding the product. It uses sales
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promotion also for attracting the more customers to coca-cola. For instance, coca-cola offer by
one get one free for attracting customer more. Public relations also help in promoting the
business in target market with goodwill (Karjaluoto, Mustonen and Ulkuniemi, 2015).
In pricing strategy is specifics the price points and piece ranges of the coca-cola. The
main aim of this strategy is to maximize profit margin and sales volume. In this strategy it offers
skimming and bundled pricing strategy is discounted and compared to purchasing of each pieces
separately. It helps in encouraging customers to purchase the company product based on
affordability. .
TASK 3
Covered in ppt
TASK 4
Highlight your contribution and learning from group work.
Contribution
During group work, I try to give my hard contribution in the project work. My
communication skill is good. For this confidently explain about the projects to other team
member. By this my team member easily and effectively understand my opinion and take it in
the project. I have experience of budget making, through this I share with my team member. That
was helpful for me and my team member. To making effective and proper budget system. For
this team member appreciate me in this practical work. They also learn from me properly. This
group work is best and good for me. In this I lead all team member effectively because
leadership quality is good of me. By this I also learn so much from my team member. Team
member was very supportive and they support me in my every work job related to work. I give
new and creativity ideas to team member for making new product. New ideas help in innovation.
Innovation is most important part of the group work. Thus, I can say that group work is best and
effective for working. By this such I learn more effective and leadership quality.
Learning
I learn the marketing essentials is important for marketing. It helps in creating and
innovative new ideas for the product promotion and process. Learning is the best part of the
training and group work. That help to gain knowledge about the planning and process of the
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report. I learn functions of marketing plays an important role in the organisation. That is help in
the process of planning, planning of designing and development of product. I learn form this
topic marketing department is necessary in the marketing environment (Simkin, 2016).
Marketing environment is that place where marketing team put there ideas for promote the
product at market place.
Learning experience on the relationship of marketing department with the hr department
and finance department. Both are differently played there role in marketing department. Hr
department help to hire the candidate for the team and other hand, finance department allocate
the funds to marketing team. I learn from this topic is 7 p's of marketing help to promote the
business with good image of brand at market and customer. Learning experience is best to doing
practical which is budget making. I learn estimated budget making for the product (Steenkamp,
2017).
CONCLUSION
From the above study it had been concluded that marketing played an important role in
the organisation for developing business and making goodwill in the market. The proper
management of 7 p's of marketing plan helped organization to achieve their goal. Report has
covered by the functions of marketing played role in the organisation for pre-planning of product
and make better image in market. Budget has important for the marketing and new product. That
showed manager to analysed the expenses which were happened in the future. Demographic
segmentation according to the age group, targeting to the youngsters and price positioning also
helped firm to maximize profit and fulfil the customer needs and attract the more customer
towards the brand. In the report also showed the effectiveness of the functional department like
hr, financial and production help to marketing department to hiring, funds and production of
product.
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REFERENCES
Books and journals
Ang, C. and Rusli, H., 2018. The Impact of Marketing Mix 4Ps and Consumer Behavior toward
Purchase Decision of Adidas Products. iBuss Management. 6(2).
Armstrong, G. and et.al., 2015. Marketing: an introduction.
Bahadir, S. C., Bharadwaj, S. G. and Srivastava, R. K., 2015. Marketing mix and brand sales in
global markets: Examining the contingent role of country-market characteristics.
Journal of International Business Studies. 46(5). pp.596-619.
Baker, M. J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Fine, S. H., 2017. Introduction to social marketing. In Marketing the Public Sector (pp. 1-12).
Routledge.
Hair Jr and et.al., 2015. Essentials of business research methods. Routledge.
Hijazi, B. and et.al., 2016. Marketing Plan.
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing. 30(6). pp.703-
710.
Malhotra, N. K., 2015. Essentials of marketing research: A hands-on orientation. Essex:
Pearson.
Oelze, N. and et.al., 2016. Sustainable development in supply chain management: The role of
organizational learning for policy implementation. Business Strategy and the
Environment. 25(4). pp.241-260.
Schlegelmilch, B. B., 2016. Segmenting Targeting and Positioning in Global Markets.
In Global Marketing Strategy(pp. 63-82). Springer. Cham.
Simkin, L., 2016. 11 Segmentation. The Marketing Book. p.271.
Steenkamp, J. B., 2017. Global Marketing Mix Decisions: Global Integration, Not
Standardization. In Global Brand Strategy (pp. 75-109). Palgrave Macmillan, London.
Tuten, T. L. and Solomon, M. R., 2017. Social media marketing. Sage.
ONLINE
Functions of marketing. 2017. [Online]. Available through <https://www.mbaskool.com/business-
concepts/marketing-and-strategy-terms/10696-marketing-function.html>
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Marketing environment. 2018. [Online]. Available through: <https://www.feedough.com/marketing-
environment/>
7p's of Marketing mix. 2017. [Online]. Available through: <https://marketingmix.co.uk/>
<https://marketingmix.co.uk/>
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