Report on Coca-Cola's Marketing Mix and Strategic Marketing Plan

This report provides a comprehensive analysis of Coca-Cola's marketing strategies, focusing on its marketing mix and marketing plan. The report begins with an examination of the 7 Ps of marketing (Product, Price, Place, Promotion, Process, People, and Physical Evidence) and how Coca-Cola utilizes these elements to gain a competitive advantage in the beverage industry. It includes a detailed comparison with Pepsi, highlighting differences in product offerings, pricing strategies, distribution channels, promotional activities, and customer engagement approaches. Furthermore, the report outlines Coca-Cola's marketing plan, including its executive summary, company profile, product and service offerings, vision, objectives, market analysis, and a SWOT analysis. The marketing plan also sets marketing objectives, aiming to increase customer base and brand image. The analysis underscores the importance of market research, understanding consumer behavior, and adapting to external factors to improve brand value and market share. The report concludes by emphasizing the significance of effective marketing strategies in driving business growth and profitability, including the use of online platforms and employee satisfaction to build customer loyalty and brand recognition.

Marketing
Essentials

Table of Contents
Task 2...............................................................................................................................................3
P3. Marketing Mix of Organization.......................................................................................3
Task 3 ..............................................................................................................................................8
P4. Marketing Plan for Organization.....................................................................................8
Conclusion ....................................................................................................................................13
References .....................................................................................................................................14

Task 2
P3. Marketing Mix of Organization.
This ia an important tool, for the organisation helps in promotions of their product. It is
known as 7 p's of marketing, which consist of Product, Price, Place, Promotion, Process, People,
Physical evidence (Kladou and et. al., 2016). The marketing functions revolves around these
marketing mix. Each product have life cycle which include introduction stage where the product
is currently launched in market, then comes the growth phase where product develop its position
current market, the next phase is maturity stage where product has received maximum sale profit
margins now the manager decides to make changes in existing product or launch a new product
in market for generating more revenues and improves market growth of company the last phase
come sis decline phase where the development of new product is been decided by marketers
taking in consideration demand of products that are been generated by consumer who are
consuming specific products.
The marketer needs to focus on external and internal factor which are directly or
indirectly impacting business activities in current market. This will help marketer to improve
brand value and increase market share in industries. The accurate market research will help
manager to improve the quality of product and service benefits that are been offered to
consumer. These initiative taken by manager will help in increasing customer relationship. It will
automatically attract new potential buyer s towards consumers.\
As the target market are user who are consuming beverage and food product on daily
basis. The marketer could easily take feedback from the consumer who are consuming their
product. So that quality of product could match the satisfaction level of its target customer.
Marketing mix is a strategy of choosing, controlling and implementing the best strategy of
marketing mix for the organization which helps in gaining the competitive advantage.
This is interrelated with each other (Lane, 2015). If it is talked about Coca-cola the
marketing managers have adopted various strategies that majorly focuses on product, place,
price and promotions for attracting consumers for increasing brand value in manufacturing
industries. An effective comparison between rival companies is been mentioned under beneath:

MARKETING MIX COCA COLA PEPSI
Product The company is multinational,
as it has numbers of product
and the company has secret
recipe for coca cola. Till now
the company has invented and
introduce many products in
market. Such as coke, Die
Coke, Thums Up,Sprite,
Limca, Manza, Fanta, Kinley.
The Pepsi coal drink contains
basic ingredient such as
carbonate water, high fructose,
corn syrup but do not contain
caffeine, it is alcohol , caffeine
free Pepsi. The company has
launched various product in
market like Pepsi,Diet Pepsi,
7UP, Miranda, Mountain Dew.
Price Coca cola is using the various
pricing strategy. As they are
serving in different size of
container which is easily
affordable by any one. This
pricing strategy increase the
sale of their product and helps
in garbing the market.
The best thing about the
company is that its price is
very flexible as it comes down
with price very quickly. And
the company is dealing and
serving it different sizes with
low prices.
Place The company has expanded
their business at 200 nations
across the globe. It is one of
the oldest beverage company
in FMCG industries. The place
strategies varies analysing the
demand supply gap in target
market. Sometime the goods
are distributed directly to
whole seller depending on the
needs generated by consumer
in industry.
The Pepsi company have
explored its business all over
India. The managers have
developed various strategies
for building relationships with
groceries stores, retailers and
restaurant owners. So that
consumer is aware that Pepsi
product is available at nearby
store.

Promotion The company coca cola is
using various promotional
channel through effective
advertisement via print media,
online ad, televisions and
sponsorships from FIFA
World cup and Olympic
games. Recently marketing
managers have adopted of
promoting their products
through innovative tags like
“Taste the Feeling” in their
advertisement campaign.
The Pepsi company have
focused on youth and family
for promoting their products.
The marketing manager have
adapted different channels like
online ads, print media, Tv and
outdoor for promoting their
products at every platform for
branding (Larsonand Draper,
2015) . They have powerful
promotions policy in food
products and global beverages
that are been available at
international markets. The
manager of pepsi mainly uses
media for generating product
awareness in target market.
Process For advertising their product
effectively, marketing manager
have chosen strong television
media for creating awareness
of their product across globe.
A marketing managers have
introduce a unique strategy of
branding their product through
hoardings on highways which
will attract the attentions of
customer who are visiting new
locations.
The leaders of pepsi have
collaborated with famous
celebrities for promoting their
goods in target market.
Although using traditional
channel , management have
currently adapted trade and
sale promotions at the time of
purchase by giving special
offers to customers as well as
supplier for increasing brand
value at local and global
market.

People In this strategies the people are
the employee of Coca-Cola,
who are the backbone of
organisations. The marketing
managers aims at giving
training session at every level
in regards with improving
customer relationships.
Through effective
communication from both
employee and consumer
perspectives.
The leaders of Pepsi company
focuses on satisfying
employees by giving monetary
and non monetary incentives
based on their sales
performance. The increment
incentives will motivate their
staff member to work more
productively. It will create a
sense of trust and loyalty
towards brand.
Physical evidence It has varied distribution
channels through which they
supply their products. The
company goods have been
distributed to local shop where
the product could be easily
purchased by their target and
potential consumers.
The leaders have adopted
various distribution channel
through small retailers and
directly giving their product to
ample number of customers
who are going to purchase and
consume the beverages.
From above detailed comparison, it has been analysed that manager of Coca-Cola has to
majorly focus on pricing strategies in decision-making policies where a cost is been designed on
a product that could be affordable for buyers to consume the goods(Malhotra, 2015). It will help
manager to sustain their business in cut throat competition. While adopting marketing mix
effectively will result in capturing competitive advantage from rivalry in target market. Also,
these initiatives taken by manager will help in growing their business,, generating market
revenues and improving brand value in industries. The effective use of marketing strategy will
result in enhancing market position by increasing market profits which will generate interest of
shareholder as well as stakeholder in company.

This will influence in create more funds for operating business activities which are
related to sale and promotions task. The promotional activities require more funds in
advertisement campaign and online marketing. As most of the user are online user it is time an
cost consuming for promoting goods and service through various communication channel like
social media platforms. Recently the marketing managers have adopted you tube channel for
promoting their goods in form of short films in long videos that are viewed by user.
The consumer could get information about product and there might be chances where
consumer instantly purchase the product and avail services. This will help manager to take
instant feedback from existing as well as primal consumers. These initiative will have positive
influence on building strong customer base (Muller, 2019) . The manager also needs to focus on
satisfying their employee, so that they can have positive mouth marketing while promoting sale
of goods in promotional activities. Henceforth will result in creating loyalty toward brand in
competitive market in particular industries.
Task 3
P4. Marketing Plan for Organization.
Executive summary: A marketing plan is a formal document that describes all business
and marketing activities need to be done. The marketing plan is a innovation of the marketing
manager of the organization. As it is very essential for promotion of the product and services
which gives the great image to company. This plan is created to achieve the short term as well as
long term objectives of organization. This marketing plan of coca-cola consist of vision,
objective, segmentation, Positioning, Targeting, marketing mix, financial plan. The main
objective of coca coal is to influencing the audience and the customer to buy their product and
services. So, they can make more and more profit and also grab the effective market. As coca
cola is targeting the effective customer for their customer effectively and efficiently.
The manager is developing the marketing plan to achieve the sales as well as business
objective which results in increasing the market share and growth of the business profitably
effectively.
Company Profile: The company is introduced on may 1886, 133 years ago, it is an
American multinational corporation and the manufacturer of non-alcoholic beverages. It
originally intended as a patent medicine and invented by John stith Pemberton. It is well known

brand spread in whole world for its product. In 1887 it is registered as trade market and in 1895
the company captured his market in every state and territory of US. The company has
introduced various cola drinks such as Diet Coke, along with others including Caffeine-
Free ,Coca-Cola, Diet,Coke,Caffeine-Free, CoZero drink,Cherry, Vanilla flavour drink, and
special versions with lemon, lime, and coffee(Pappas, 2017)
Product and services: The company coca cola deals in food and beverage with wide
range of products of soft drinks such as Coca cola, Fanta, Manza and many more.
Vision: The vision of company is to promote their product and garb effective and
profitable market.
Objectives: The company's main objective is to increase the sales as well as customer
base and expand their business in many area of country within next 2 years.
Marketing Objective: The management of company has setted their goals, to increase
30% of customers by selling the product in maximum retail outlet or the super market and also
focus on increasing brand image of the organization.
Market analysis: In the context of company, they shuold analysis their business
environment and the market to find the great opportunity and strength which is beneficial for the
company and also find the imperfectness and risk in business. The manager of the coca cola
analysis the market size , segmentation of market as well as their competitor. As the company
has a huge market and as shares of the company is increasing day by day.
SWOT Analysis: SWOT analysis is factor which is concern with the business strength,
weakness which are internal factor in business and opportunities & threats that are external factor
of the business. It is a useful tool which helps is getting knowledge about the business current
situation. High marketing budget, having the huge customer base is the advantage of the
customer but lees information and knowledge about competitor, new in market is a weakness of
the business(Zolkifly and Baharom, 2016). Business opportunities are favourable economic
condition, favourable rules and laws. Threats to the business organization are low barriers while
entering into market , unfavourable government policies(Pike,2015).
Strength Weakness
 The Coca-Cola is using effective
advertising and marketing
 The biggest imperfection of company are

strategies for their product.
 The company is dealing with
effective and extensive distribution
channels.
 The company has brand
recognition and reputation.
 They are leading player in global
beverages industry market.
 They have Extensive and diversified
product diversification as well as
portfolio(Wirtz and Lovelock,
2016).
 The best strength is increase and
Dominant of market share in beverage
industry.
 The best advantage customer loyalty
as they are serving the strong product
it is possible and well desired to have
loyal customer.
their competitors.
 The company has low product
diversification where there his competitors
are entered into meal section with different
various product such Lays and KurKure &
many more..
 As the company is manufacturing
carbonated beverages which contains major
amount of Fat. As they are not dealing with
healthy beverages.
 The company has faced flak catcher in the
past due to its water issues. As they do
large consumption while manufacturing
products, with alack of water.
Opportunities Threats
 The company is grab the growing
alcoholic beverage industry to earn
more profit.
 The company can also do the
expansion of their business for
profit and wealth maximization.
 Developing of customer as well as
market.
 Improving in supply chain
management (Westwood, 2013) .
 The biggest threat is increasing the
competition in market.
 Sourcing of raw material.
 The next threat is rising U.S. Dollar
exchange rate which affect the company
revenues and profit.
 The indirect competitors are threats to the
business such as Starbucks, Costa coffee,
Cafe coffee day.
 This company also faces packaging

 Coca-Cola can expand the business
with ready to drink(R T D) which
deliver coffee products in U.S.
Market.
 There is an biggest opportunities to
expand their business with more
healthy drinks in market. As they
are providing the several packages
drinks.
controversy.
 Also have the direct and indirect
competitions in market.
 The company is also facing the Water
usages controversy while production of
their products.
Consumer Analysis: Management should also examine their consumer who has
common features while targeting market., so that buying behaviour of customer can be seen.
The customer drinks is not limited to age of people, gender, and as it is world wide brand and
serving in various countries(Rancati and Capatina, 2016).
Competitors: The company is having the healthy competitor in market place, for
achieving the success and sustainable advantages. The company numbers of competitions such
as Tap water, Pepsi cola, Jayanti cola, Gourmet cola, Next cola which is introduces by Meezan
group.
Marketing Strategy: This is very of the essence of marketing plan is it is an effective
part, by which the top management promote their product and implement their plan effectively
and efficiently. It is a way archive to objectives. In the context of the company, management
should apply & execute their tactics for promotion of their products. Such as using different tools
of promotion, ads on T.V., selling offer, discounts coupons, social media so on. The company
can use effective and attractive slogan of the company product.
STP: STP is a procedure of marketing strategy as it is very effective & important factor
for organization,which helps the manager in analysing the business and also helps in maximum
output and profit as well.
Segmentation:
In this approach, the company segment their target market in an effective groups who
have related features as same taste & preference.

Targeting: The coca cola company target specific and effective customers, from which
the company earn more profit and targeted those customer who are willing to purchase their
product which is not limited to age, gender.
Positioning: Presently, Coca Cola product is spread in all over the world, and where they
are using effective and different various marketing strategies so management of company can
focus on increasing the profitable market as well as their consumer by supplying quality
products at low Prices ans they sold their product in various wholesale and retail store(Rowley,
2016).
Financial information: It is very essential in each and every business for execution and
operations of various activities of organization. In context to the company coca cola, the top
level management need a huge finance source of promotion of their product in effective manner.
As without finance the company can not do promotion and marketing of their brand and product.
The company can track their employees and key ratios of sales such as Gross Contribution,
return of investment, profit on sales , net contribution which will helps the company for growth.
As accordant to marketing budget it is allocated, related to needs and requirements of team. For
promotion of products, expenses reached to £1.5 million(Smith, 2014).
Implementation of plan: According to this plan, the manager notice and consider that
developed plan has to reach at execution level, where each and every single activity effectively
perform. It is required for top level management to countenance all situations and conditions
and reduce all threat as well as risks, so that the company coco cola can achieve the goals
effectively and efficiently in specific time frame.
It doesn't considered only a document, as it is full of information, researchers and the
efforts, skills of marketing manager of Coca cola. This covers all the necessary information
including the vision, objective, business as well as market research, analysing of target market
and many more essential information. The effective plan leads to more growth in business but it
should be precise , comprehensive and descriptive in nature(Scarborough, 2016).
According to this marketing plan of the Coca Coal the manager of noticed that the
manager should have to clear vision and the objective to achieve the organizational goal that is to
maximize the sale and their customer their product. The manager also consider the various
different marketing tactics for promotion of product as it is very effective and beneficial for the

organizational and also consider and analysis the market and the customer for increasing the
sales as it bring to know about the requirement as well as environment of the market place.
Conclusion
Marketing plays and important role for each and every organization which helps them
for the promotions and the marketing of their product and services. The marketing helps the
organisation to attract the audience for the selling process and also leads in increase the customer
base as well as the market. In this report, it is considered the roles & responsibilities of different
functions of marketing . According to this report, it is concluded that the company Coca-Cola is
using effective marketing mix and various different strategies in their company so they can
achieve the business and marketing objective for their survival as well as growth. The marketing
manager of the company Coca-Cola develops the marketing plan in the favour of organization
with the objective of increasing the sales and the customer base for their product with increasing
the retail outlet for their products which assist in increasing goodwill as well as brand image.

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