Coca-Cola: Marketing Mix, Research Methods in the Digital World

This report provides an analysis of Coca-Cola's marketing and communication strategies in the digital world. It examines the seven elements of the marketing mix (product, price, place, promotion, people, process, and physical evidence) and evaluates their positive and negative impacts during a product launch, specifically referencing 'New Coke.' The report also identifies and discusses suitable research methods, including close-ended questionnaires, structured interviews, and observations, for developing a successful digital marketing campaign. It further details the objectives, target audience, and ethical considerations for launching a new product, emphasizing the importance of digital marketing in enhancing product visibility and customer engagement. The analysis concludes that digital marketing is crucial for bridging the gap between companies and consumers, ultimately driving sales and fostering long-term communication.

Marketing and
Communication in
Digital World

Table of Contents
INTRDUCTION..............................................................................................................................4
TASK...............................................................................................................................................4
Explain all seven elements of marketing mix of the chosen product and also analyse the
positive and negative effects of elements of the marketing mix during product initial launch. .4
Identify and select some methods of research then discuss their suitability...............................6
Research must include details to develop a successful marketing campaign in a digital world
and after the completion of research you must discuss the strength and weakness of the
research.......................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRDUCTION
Digital marketing is basically a media or platform which is used by organization for
increasing the sale of their product at maximum level (Carmona and Torres-Toukoumidis, 2021).
Due to using various marketing methods strong communication or positive relationship are also
build between employee and consumer in long term. The chosen company is Coca-cola for
analysing the impact of digital marketing in market. The company was established in 1886 and is
headquartered in US. This report will be covered the marketing mix of chosen company and also
analyse the positive and negative impact of the elements of the marketing mix during the product
initial launch. It also covers to identify the research requirements to prepare for a successful
relaunch of your selected products and also use suitable research methods for discussing
products suitability. Due to the use of effective digital marketing the popularity of their new
product are enhanced easily within low time and the name of their product is new Coke.
TASK
Explain all seven elements of marketing mix of the chosen product and also analyse the positive
and negative effects of elements of the marketing mix during product initial launch
Marketing mix is basically a set of actions or methods which is applied by the
organization for increasing the popularity and sale of their products in market. In this process
totally seven stages are involved which is highly considered by the management of Coca cola
before introducing their new product market.
 Product – In this phase organization are mainly concentrate on enhancing the availability
of their product at wide range in different locations. In context to Coca cola, management
must always focus on serving their products with unique taste such as new coke etc. to
young generations and children's. Because in today time only these two customers are
highly consumed the soft drink in various areas.
 Price – Here organization are focusing on fixing fair and average price in their software
drink and other products for attracting the customer in large number. In context to Coca
cola, management must keep different prices for new, existing and upcoming products.
Because due to keeping different prices in their product risk are highly reduced in their
business activities and their productivity are also sustained in long term. The other
important point is that they also keep low price in their product such as new coke and diet

coke in initial stage. Because in initial stage large number of consumers are ready to buy
their product.
 Place – Here company are identified reliable and suitable location for selling their
product and run their functions smoothly (Chan, 2021). In context to Coca cola,
management must establish effective infrastructure in the chosen location. Because when
company maintained the effective infrastructure then definitely the coordination their
stake holders are strongly developed in long term.
 Promotion – It means in which way organization popularise their brand image and
products in various locations. In context to Coca cola management must use effective
marketing strategies such as advertising, digital marketing, direct selling and others. Due
to using these strategies their drinks such as new cock etc. are easily sold in large
quantity between young generations in short period.
 People – Here people refer to the workers who are working in the organization and these
employees are highly responsible for delivering quality product to customers in time. In
context to Coca cola, management must use qualified and passionate workers in their
company for keeping good relations with all customer segments effectively.
 Process – It refer to in which manner services and products are delivered to customers
from company and employees (Hysa, Karasek and Zdonek, 2021). In context to Coca
cola management must use updated technology for producing their product with various
flavours effectively. It also helps to deliver their products to users in right time.
 Physical evidence – In context to Coca cola, management must use good infrastructure
for delivering their product to consumers inn fast manner. Infrastructure includes
effective layout and good ambience which leads to increase the visits of customers in
their store effectively.
Advantages -
In aspect of benefits, firstly when company display their product in their store at various
locations then definitely their sales and revenue are easily increased at high rate. Secondly,
convenience of the customers are also increased in different locations for availing their services
and products in low time. Young generations and children's are attracted in large number for
availing their product through offline and online mode. Due to the use of digital marketing

specifications and popularity of new coke are set in the minds of children's and young
generations.
Disadvantages -
In aspect of drawbacks if the place is not suitable for company then definitely the
distribution channel are not systematically established between employees (Kumar, Kirpalani
and Sharma, 2021). Due to this the product of the company are not delivered to multiple users in
time. The other problem is that sometimes company keep high price in their product which is
favourable for only upper class people. But it creates negative impact on the performance of
company because in this method customers are only limited for organization.
Identify and select some methods of research then discuss their suitability
Research basically refer to searching of various types of information by the researcher by
using various methods. Then after the research the report or output are developed in systematic
and creative manner.
 Close ended questionnaires – It is basically refer to multiple type questions which is
prepared by the researcher for analysing the viewpoint of other persons. In context to
Coca cola, management must ask questions from customers about their product
effectively in the form of feedback. Due to this company easily identified the taste and
preferences of users in effective manner.
 Structured interview – It is a common type of research which is used by researcher and
in this process lot of informations are used by individual (Purwanti, 2021). In context to
Coca cola management must take reviews of their new coke through online and telephone
mode. In this way employees are able to understand the problems of their product which
are faced by customers on regular basis.
 Observations – It is the another type of research technique and here researcher are
directly connected with multiple and ask the questions in face to face mode. In context to
Coca cola, management must talk directly with customers with help of their employees.
Because face to face interaction is a highly effective technique for analysing the
behaviour of customer regarding their product like new coke.

Research must include details to develop a successful marketing campaign in a digital world and
after the completion of research you must discuss the strength and weakness of the
research
 Overview – Coca cola is a multinational soft drink company and its headquarter is
situated in America. This company is going to launch new soft drinks in various locations
and the name of their new drink is new coke. The main highlight of this product is that
taste and flavours are produced according to the desires and wants of the customers. The
main advantage of this drink is that it is really liked by children and young generations.
 Objectives – Due to introducing this product in market or in different locations
productivity and work efficiency of company are easily increased (Putri and Hermawan,
2021). The other objective is to maintain strong connectivity and relations with all
customer segments for long durations. Due to maintaining strong relations economic
stability of the company are sustained in long duration.
 Delivery outcomes – Due to facilitating best quality to all categories of consumers
positive word of mouth are highly spread between public and in market towards
company. Due to facilitating best quality new coke drink to users goodwill or reputation
of company are strongly developed in their minds. Due to facilitating these type of
product market share and revenue of the company are highly increased.
 Target audience – During the time of launching their new drink in different location
their main target audience is youngsters and children's. Because they the most reliable
and trustful customers for organization for increasing the sale of the product effectively. I
 Research methods – The method which used by company here is close ended
questionnaire because it is the simplest method for organization to collect customers
review. In this process advanced software and equipments are used for receiving the
feedbacks of users in fast manner (Rosmalah and Agustianingrum, 2021). According to
that reviews company finally decide that in which area this product is highly beneficial.
 Ethical and further consideration – It simply means that introduce their new product in
front of customers ethically with full details in both online and offline mode. In this way
customers easily select right product during the time of purchasing.

CONCLUSION
After the analysis of above information it is concluded that digital marketing plays very
crucial role for reducing distance between company and user. Due to the use of digital marketing
effectively sale of company's product such as new coke and other drinks are easily sold at higher
rate. Therefore, increasing sale is highly essential for generating the income and performance of
employees. Digital marketing also helps the organization to maintain effective communication
with customers for long time.

REFERENCES
Books and Journals
Carmona, M. A. S. and Torres-Toukoumidis, A., 2021. Analysis of digital marketing strategies
for artists during the pandemic. Academy of Marketing studies Journal, 25(3) pp.1-12.
Chan, N.K., 2021. Political Inequality in the Digital World: The Puzzle of Asian American
Political Participation Online. Political Research Quarterly, 74(4) pp.882-898.
Hysa, B., Karasek, A. and Zdonek, I., 2021. Social media usage by different generations as a tool
for sustainable tourism marketing in society 5.0 idea. Sustainability, 13(3) p.1018.
Kumar, M., Kirpalani, C. and Sharma, R., 2021. An Empirical Research on Attitude and
Decision Behaviour of Students with regard to Digital Marketing
Communication. Annals of the Romanian Society for Cell Biology pp.16629-16636.
Purwanti, Y., 2021. The Influence Of Digital Marketing & Innovasion On The School
Performance. Turkish Journal of Computer and Mathematics Education
(TURCOMAT), 12(7) pp.118-127.
Putri, K. N. and Hermawan, D., 2021. Digital Marketing Strategy of Creative Consultant during
COVID-19 Pandemic: a Qualitative Approach. International Journal of
Entrepreneurship, Business and Creative Economy, 1(1) pp.39-56.
Rosmalah, K. and Agustianingrum, S., 2021. Efektivitas Pesan Instagram Ruangguru sebagai
Digital Marketing Communication. Jurnal Spektrum Komunikasi, 9(2) pp.162-179.
Saura, J. R., Ribeiro-Soriano, D. and Palacios-Marqués, D., 2021. Setting B2B digital marketing
in artificial intelligence-based CRMs: A review and directions for future
research. Industrial Marketing Management, 98. pp.161-178.
Shah, D. and Murthi, B. P. S., 2021. Marketing in a data-driven digital world: Implications for
the role and scope of marketing. Journal of Business Research, 125. pp.772-779.