Marketing Report: Coca-Cola's Strategies, Mix, and Plan Analysis

This report provides a detailed analysis of Coca-Cola's marketing strategies, focusing on the roles and responsibilities of the marketing function within the company. It examines the importance of marketing and its connections with other departments, such as Human Resources, Finance, R&D, Customer Care, and Production. The report also includes a comparative analysis of the marketing mix of Coca-Cola and its competitor, Red Bull, highlighting key differences in product, price, place, and promotion strategies. Furthermore, the report develops a comprehensive marketing plan for Coca-Cola, outlining the steps necessary to achieve set targets and objectives. The report emphasizes the significance of market research, product development, distribution channels, and customer care services in ensuring the success of Coca-Cola's marketing efforts. Overall, the report offers valuable insights into Coca-Cola's marketing practices and provides a framework for understanding and implementing effective marketing strategies.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Roles and responsibilities of a marketing function in Coca Cola company.........................3
P2 Roles and responsibilities of marketing in Coca Cola...........................................................3
TASK 2............................................................................................................................................6
P3 Marketing mix with two different organisational context.....................................................6
TASK 3............................................................................................................................................9
P4 Creating a marketing plan......................................................................................................9
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is a important procedure that involve considering the needs and wants of
customers in market place and produce products to full it in effective manner. There are number
of actions that are performed in marketing function by business organisation so that ultimate
aims and objectives could be achieved in set period of time (Baker And et. al, 2016). The
company which is consider in this report is Coca cola, a beverage company and a well known
brand in soft drinks. Marketing play a vital role in such large organisation as there are numerous
functions and responsibilities which are played by marketing department. The assignment throws
light on importance of marketing function and its linkage with other department that are present
in Coca cola company. Apart from it, concept of marketing mix of two companies of same
industry is being highlighted. Marketing plan is also developed that provide proper steps to be
followed in order to reach set targets.
TASK 1
P1. Roles and responsibilities of a marketing function in Coca Cola company
Marketing procedure include several function which include communication the
particular product in market are so that demands and needs get fulfilled in correct way. Proper
review process is performed so that decision and actions are adopted in accordance to it. The
nature of marketing process involve that work is conducted in accordance to demands as well as
continuous attention is provided to earn high outcomes and profits.
 Carrying out market research process: This is the initial phase in which examination of
market area is performed that involve studying the customer's behaviour and nature so
that proper decision is taken place in considering this, Marketing manager of Coca cola
carry out this function very effectively.
 Drawing a marketing plan: The marketing plan is developed that involve number of
activities to be performed in conducive way. There are some targets that has been set in
order to meet it proper planning procedure is conducted. Marketing manager of coca cola
company have to frame such plans which are effective and results in attaining objectives.
 Product Development: After making market analysis it is important to create product in
accordance to market conditions so that proper work is conducted in relation to it. Coca
cola provide full attention on developing such products that has been analysed according

to customer' demands and needs so that they remain satisfied and happy with the
organisational performance (Desai, 2013).
 Providing goods and services to consumers at market place: The products that has been
produced are supplied to final consumers through number of sources. This function also
involve creating proper distribution channel so that clients receive proper products.
 Delivering customer care services: It involve handling the customer's complain properly
so that they do not face problem. It is essential for Coca cola company to register feed
backs of their customer so that proper steps could be farmed in response to it.
From the above discussion , it has been clear that marketing perform some functions in
the organisation where it is functioning so that final aims and objectives could be completed in
correct and prospective way.
P2 Roles and responsibilities of marketing in Coca Cola.
Marketing division is consider one of the building block of any business organisation as
main functions are performed by this department by generating sales volume in company. It is
the duty of marketing manager to head this section and conduct number of duties that include
creating sustainable image in market place. Similarly, coca cola have to perform number if
interlinked functions that make them successful. Some roles that are played by marketing
department of Coca cola are described below:
 Brand management: This department functions according to the rules and regulations that
are prevailing in that company so that good brand image is created in market place. On
the other, retention of customers is also a main objective (Dibb and Simkin, 2013).
 Carrying out effective promotion function: This is also the responsibility of marketing
department to carry pout promotional function by adopting some tolls and techniques that
make it possible. There are number of way through which promotional function can be
carried out. Coca cola have distinct way of promoting their product and services.
 Campaign management function: In accordance to this role, marketing section have to
carry out several campaigns ion order to promote their brand, thus this also conducted
effectively and efficiently by this department (Wirtz, 2012.).
Structure of Coca Cola company and its interrelation are described below:

 Human resource section: This section is responsible for managing employees that are
working in the company so that they could contribute to best of their ability and
productivity. HR manager head this department and perform several duties that include
recruitment, selection, imparting training and development process in order to enhance
existing skills and knowledge of workers at significant level. Coca cola have proper
structure of this department and is consist of two HR manager which carry out their
duties properly and effectively. Marketing team, production team people are hired by HR
department.
 Finance function: This department is responsible for managing finance is such a manner
so that it can be utilised in attaining final aim and purpose of Coca cola Company.
Finance manager carry put all work process in effective way and develop plans and
procedure that include creation of budgets, drafting investment decision so that all funds
are allocated in such key areas that would yield them high returns and outcomes. For
instance, this section supply accurate amount of finance or funds to different departments
as they have to carry out activity in corrective way (Hsu, 2011).
 R&D Department: This department is responsible for performing searches functions so
that development could be made wherever it is required. This section continuously
communicate proper message, information and relevant data to other departments like
marketing, production so that they could work in accordance to it. For example, if
existing product is not performing well than R&D department supply information top
marketing and production department for the same to bring proper changes and
modifications so that quality is maintained (Swenson, Rhoads and Whitlark, 2014).
 Marketing Department: This section is held responsible for carrying out marketing
process which involve creation of marketing plan, budgets, promotional activities so that
products or services could be sold in market area. Marketing manager of Coca Cola
company have to regularly bring changes in to their existing system so that proper steps
could be taken place. As company have to operate in business environment which is
dynamic in nature thus, organisation have to modify their current structure in respect to
adopt current position.
 Customer Care Department: This section is responsible for managing customer's issues
and complaints that may rise any point of time. Management have to ensure that it could

be solved properly so that negative image could not be created (Jones and Rowley,
2011). Customers are consider most important resource of any company same is in the
case of Coca cola company. They treat their potential consumers effectively and
prospectively be meeting out their needs and requirements so that purpose could be
achieved in set period of time.
 Production Department: This section carry out production process so that only those
goods and services are created that are having demand in market area. Coca cola have
well structured production department that carry out their work task in accordance to
norms and regulations that have been framed. Production manager head this section and
have proper relation with marketing department as they have to function according to
current prevailing conditions. Their main focus is on producing products with high
quality band standard so that consumer's needs gets satisfied (Papasolomou and
Melanthiou, 2012).
From the above discussion, it has been concluded that marketing contain some roles and
responsibilities that have to be fulfilled in order to succeed set targets in proper time period. It is
very much essential to carry out work tasks in proper way so that other aims could be met
adequately.
TASK 2
P3 Marketing mix with two different organisational context
Marketing mix is an essential procedure that involve set of activities
to be conducted by business organisation in order to promote their goods
and services in market place (Kennedy and Parsons, 2014). There are seven
components that are consider in this process which involve product, price,
place, promotion, physical evidence, people and process. Management of
coca cola make decision in respect to it considering numerous factors. This
part will provide the brief description about difference between marketing
mix of coca cola and its competitor Red Bull.
Basis of Meaning Coca Cola Red Bull

Differentiation
Product It refers to the physical
component that is
served to potential
customers in order to
satisfy their needs and
demands.
Coca Cola offers
approx 3400 products
to their customer in
market place. There
are number of
segments in which it is
divided and is consider
top most brand in
beverage industry.
Various products of
the company include
energy drinks, fruit
juices, diet cokes etc.
Red bull create drinks
in accordance to
demand of consumers
of various age groups.
They focuses on
producing such drinks
which have high
quality due to presence
of good ingredients,
for example vitamin,
amino acids, caffeine
and taurine.
Place This element of
marketing mix
highlights the presence
in market are where
that brand is located.
Coca cola brand is
located in almost
every part of the
world. There are
number of distribution
channel system that
this company follows
is according to the
FMCG rules and
regulations.
Red Bull is consider
largest brand in energy
drinks and have huge
distribution channel
network that is spread
in almost every part of
world. Its products are
easily available at
various places in
market area that
include retail store,
super markets so that
consumers can visit it
and purchase their
products.
Price This is the final The pricing strategy The pricing strategy

amount which
customers have to pay
to the company in
return of purchase of
product that has been
made by them.
that is adopted by coca
Cola company is
introduced in
accordance to
segmentation process
that is done on the
basis of market area
and geographical
section. On the other
hand, prices are also
set considering the
competitor strategies
in market place.
that is adopted by red
bull is according to its
competitors. Premium
pricing is also being
followed by them
(Mihart, 2012).
Promotion This element of
marketing mix involve
number of promotional
activities that has been
conducted by company
in order to create
awareness about the
particular product and
services so that they
are induced to make
purchase function.
This component of
marketing mix ensures
creation of effective
brand image in
customer's mind so
that generation of
demand of that
particular product
could take place. Coca
Cola create promotion
through advertising
process and print
media so that large
number of customers
are focused at single
period of time.
Red Bull carry out
their promotional
activity through
several sports person
and also promote their
brand in conducting
sports event and
programs. All
promotional actions of
this company is totally
depended on
enhancing their
existing customer base
so that more and
people could come to
know about Red bull.
Physical Evidence It involve symbol, The logo of coca cola They make use of

sign, lines, logo that
has been utilised by
company to built its
image in market place.
So that proper
distinction can be
made among several
products that has been
made.
is different from other
competitors that are
present in same field.
It have created
distinctive image in
customer's mind.
several brand
ambassador which
constituent the major
element of this
marketing mix.
Majorly, female
celebrities are consider
part of endorsing their
products.
Process Process element of
marketing mix involve
steps that has to be
carried out company to
complete number of
activities that has been
conducted by
management level.
There are number of
process that is carried
out in single company
in production process
(Nguyen and Simkin,
2012).
The formula which is
being utilised by this
company is secret and
do not show in from of
their customer hence,
some processing is
crystal clear whereas
others possess secrecy.
People People element of
marketing mix involve
human resources
which are in the form
of employees that are
working in business
organisation as well as
customers of that
particular Company It
is the responsibility of
management to make
proper arrangement to
take care of their
It is a essential
component of
marketing mix in
which employees and
workers are properly
treated by the
company. Coca cola
have defined proper
norms and standards
that have to be
followed by
employees of this
company in order to
Red bull concentrates
on producing products
for males and females.
The main focus is on
young generation
having age of 16 to 30
years. On the other,
employees that are
working in this
company have to
follow some code of
conduct that include
their uniform, way of

demands in order to
fulfil it.
create positive image
in front of them.
Customer are also
delivered proper
attention in which
proper services are
delivered to them
(Ogunmokun and
Tang, 2012).
treating other people
etc.
TASK 3
P4 Creating a marketing plan
Marketing plan is a framework that provide guidance of actions that has to performed in
carrying out marketing function. It involve several number of activities that have to be
performed. It is the responsibility of marketing manager to create clear and specified plan that
will provide them correct path to be followed in order to reach set goals and targets in correct
time period. It is formulated in some sequence of steps that have certain importance in it self.
Marketing plan of Coca cola company is as follows:
Introduction about the company: Coca cola is a well known brand in beverage section
that supply number of variety of drinks to their customers in market are. It is a American based
organisation that market non alcoholic drinks to people. It was formed on 1886 by John stith in
Georgia. They have sales in almost 300 countries and is among the largest brand. It is a public
limited company that is earning good amount of sales volume in market area.
Vision statement: Coca cola vision highlights the feature of certain components are
mentioned below:
 People: Creating proper organisational culture that promote proper environment so that
they could perform with best efforts.

 Partners: there are several partners of the company which include suppliers, customer
thus, it is necessary to create a proper coordination and relations between them so that
final outcomes could be attained.
 Portfolio: In accordance to this feature proper efforts and attention is provided to meet
people's wants and needs so that they remain happy and a potential customer of the
company.
 Profit: To maximize their profit ratio each year by fulfilling the needs and demands of
shareholders and other parties that are attached with the company.
 Productivity: To increase their productivity level at significant amount so that values can
be earned.
Mission statement: Mission Of Coca Cola company:
 To develop happiness and culture of optimism in world so that they get satisfied.
 To frame high values among customers through supplying differentiation services in
market place.
SWOT analysis: This step of marketing plan involve identifying strengths, weaknesses,
opportunities and threats so that proper step could be taken place. It will hep the business
organisation to perform proper steps in accurate manner in order to remain in market place for
longer period of time.
SWOT analysis of Coca Cola is as follows:
Strengths Weaknesses
 Effective distribution network channel
due to increase in demands of their
products and services in market place.
 Due to well known brand its presence is
in majority part of places in world that
is a major strength for the company.
Hence, high customer loyalty is a part
of this.
 Coca Cola is awarded as best high
brand equity award. Its unique product
quality makes them success in their
 Presence of number of competitors in
same industry that may cause a
weakness in front of this organisation.
 The segments of products that are
provided by this company is less in
number as compared to other
competitors like Pepsi etc. They only
offer drinks and lack in variety of
products.
 Improper management of water
resource is also a lacking point for this

brand.
 Effective marketing strategies is also a
strengths of this company which make
them successful in market place.
company. They have to consume high
amount of water thus causes huge
problem in front of them.
Opportunities threats
 One of the main opportunity in front of
coca- cola company is supplying
products in areas of developing nations.
These countries have increase demand
of carbonated and soft drinks.
 As they mainly deals in soft drinks,
hence opportunity lies in diversifying
their offerings in food products.
 Due to increase in consumption of
packaged water and hygiene factor this
can also be grabbed as a major
opportunity in front of company as they
have established their presence in this
sector by introducing kenley.
 This company is spread over large
network area, therefore it is necessary
to make changes and modifications in
this area so in order to enhance the
productivity and efficiency at
sustainable level.
 Presence of number of competitors in
the market area causes huge threat in
front of this company as it may hinder
their growth and development.
 As it operates in several countries of
this world, company have to face
several government norms and
regulations which is difficult to follow.
 Majority of production function of this
company is depended upon water,
hence, lack of water supply directly
affect the functioning of their company
in several ways.
Segmentation, Targetting and positioning: This technique helps in locating the product
in market place so that increase in sales volume could take place.
 Segmentation: Coca Cola make segmentation on the geographical and demographic
basis. Coca cola produces products of all type of people that are present in market area.