Marketing Essentials (Activity 2): Comparing Marketing Mix Application

This assignment analyzes and compares the marketing strategies of Coca-Cola and Burberry, focusing on their application of the marketing mix (product, price, place, and promotion) to achieve business objectives. The analysis includes a comparison of product ranges, pricing strategies (premium vs. price discrimination), distribution channels, and promotional activities. The assignment also provides an overview of Coca-Cola's strategic marketing plan, including a PESTLE analysis, SWOT analysis, and an examination of segmentation, targeting, and positioning. Furthermore, it explores the 7 P's of marketing (product, price, place, promotion, people, process) in the context of Coca-Cola's operations. References to academic sources support the analysis.

MARKETING
ESSENTIALS
(ACTIVITY 2)

Activity2
A comparison of how different organizations apply the marketing mix to the
marketing planning process to achieve business objectives
PRODUCT
Coca-cola
Coca-cola has wide product range. Products which offered by Coca-cola are coca-cola, sprite, fanta,
diet coke, dasani etc. Its product sale in different packing and size.
Burberry
Products of Burberry are beauty accessories, men, women, kids etc. Accessories are the best product
for entry level customer.

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PRICE
Coca-Cola
It follows 2nd degree price discrimination strategy in
marketing mix. They charge different price for product
in different segments.
Burberry
Burberry uses premium pricing strategy. The right mix
of low cost range and high and premium product is
what Burberry aims to achieve.

Continue...
Place
Coca-cola
It spread off all around the world. It exists in more than 200 countries. It
distributes to the various hotels, pubs, shops, markets and
everywhere.
Burberry
It spread off more than 50 countries. All stores are located in highly
populated area. It makes place on online stores.

Continue...
Promotion
Coca-cola
Coca-cola sets the bench mark for advertising. It promotes the products through
media channels. Sponsorship events like American idol, Fifa, NASCAR, NBA,
NCAA etc.
Burberry
Advertisement of it chosen in high class magazines, online ads, TV, print ads etc.
It also follows social media marketing to promote its brand.

Strategies applied by Coca-cola to achieve business objectives
.Market segmentation
.Brand establishment and customer relationship
.increase financial efficiency
.Increasing process efficiency
.Developed market
Strategies applied by Burberry to achieve business objectives
.Segmentation, targeting, positioning
.Competitive advantage
.BCG matrix
.Distribution strategy

Evaluation Of A Detailed Coherent And Strategic Marketing Plan
Executive Summary
This marketing plan is focusing on the analysis and evaluation of a strategic marketing plan
in Coca Cola. The plan focus on the complete evaluation of an internal and external factors
of the organization Further, it focuses on the complete segmentation and targeting and
positioning strategies of Coca Cola
Overview
Coca cola, is completely a carbonated soft drink which is being manufactured by the
organization Coca Cola. The company basically originates from and having its roots in the
United States. It was introduced to the local public in the year, 1886. The revenue of the
company is 3,541 crore.

PESTLE analysis in respect of the external factors of Coca Cola:-
Political- The organization is making its products, and unfortunately the
products of the organization are having a negative impact on the
performance of Coca Cola. By the score of, the government keeps on
changing its policies and those policies are having a negative impact
on the organization.
Economical factor- Coca Cola has distributed its products in various countries.
Each and every nation is having a different culture; customs; tastes and desires
in the respect of every product. Coca Cola has changed its policies and
promotion strategies according to the culture that prevails in every nation.

SWOT Analysis in respect of Internal Factors:-
Strength-
Coca Cola has its worldwide reach in almost more than 200 nations. Strong
financial condition.
Weakness-
The brand image Coca Cola is in danger because traces of pesticides have
been found.
Opportunity-
Can acquire the other companies working in this beverage and soft drink
industry and can become stronger.
Threat-
The health awareness and use of healthy drinks can adversely affect the
market of Coca Cola.

Segmentation; Targeting And Positioning
Segmentation:- It refers to the identification of the customers for the products' or services
that are given by the company to the people. Here, Coca Cola is making its beverage after the
identification and selection of respected consumer group those will buy its products again
and again. Now, the motive behind doing the segmentation is to identify the potential
consumer groups that are very much devoted towards the purchase of beverages especially
the youth and the higher income consumers.
Targeting:- It refers to the selection of such consumer group from which more and more of
sale can increase which will directly affect the income/revenue of the company. It is the
second crucial step which plays an important role in directing and monitoring the sale of soft
drink to the selected consumer groups. Here, the target group could be youth and high
income class people.
Positioning:- It is the last and final step which depends on the targeting step in the business
growth model. Coca Cola is following this step by doing implementation in the positioning
of product and its distribution. Along with this it lays its emphasis on the factors that affect
the sale of company and that include:- pricing and promotion.

Seven P's Of Marketing
It includes the following:-
Product:- It refers to the situation in which the product should completely fit the assigned
task for which the consumer is waiting.
Price:- The price of the product should be very affordable. Coca Cola is offering its soft drink
to the targeted consumers at a very affordable price.
Place:- Coca Cola is making the desired product or the beverage available to the consumers
at the approachable shop.
Promotion:- Coca Cola is using unique strategy for the promotion that helps in boosting the
sales.
People:- This organization is relying on its staff members in such a way that, they make their
complete efforts in reaching at the top.
Process:- It refers to the process of service delivery to the consumer. The more effective it
would be the more will be the sales.

REFERENCES
Brady, D. L., 2014. Essentials of international marketing. Routledge.
Kasemsap, K., 2018. The roles of corporate marketing strategies and brand management in the global
retail industry. In Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools,
and Applications (pp. 294-325). IGI Global.
Kent, A., and et.al., 2018. Branding, marketing, and design: experiential in-store digital environments.
In Fashion and Textiles: Breakthroughs in Research and Practice (pp. 275-298). IGI Global.
Khatwani, G. and Srivastava, P. R., 2015. Identifying organization preferences of internet marketing
channels using hybrid fuzzy MCDM theories. Journal of Electronic Commerce in Organizations
(JECO). 13(4). pp.26-54.