Marketing Fundamentals Report: Coca-Cola Marketing Strategies

This report provides an in-depth analysis of Coca-Cola's marketing strategies. It begins with an introduction to the fundamentals of management and marketing, highlighting Coca-Cola's position as a leading global brand. The report then delves into the marketing process, including situational analysis using PESTLE and SWOT frameworks, and discusses Coca-Cola's objectives and strategies, such as segmentation, targeting, and positioning, along with the 4 Ps of marketing. The role of marketing in creating customer value is examined, including marketing concepts, branding strategies, and the Ansoff matrix. The report also explores stakeholder engagement and its impact on marketing activities. The conclusion summarizes the findings and offers recommendations for Coca-Cola's marketing efforts. The report also incorporates concepts like tactical communication tools.

Marketing
fundamentals

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1A.........................................................................................................................................1
1.Process and stages of marketing including the role of the marketing mix ..............................1
2. Role of marketing in creating value for customer :................................................................5
3.stakeholder engagement and their impact on marketing:........................................................6
conclusion and recommendation:...................................................................................................6
TASK B .........................................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Fundamental of management is define as the process in which organisation achieve its
goals and objectives in effective manner this can be through planning , organizing and
controlling. In this, management is the act of allocating resources to achieve desired goals and
objectives. Coca-cola is the best known company for its flagship product , established in 1886 by
pharmacist John Stith Pemberton in Atlanta, Georgia. This company is manufacturer, retailer and
marketer of non-alcoholic beverage concentrates and syrups. This report explain marketing
process is which cover PESTLE , SWOT , STP and different strategies of Coca-cola. Understand
role of marketing in creating value for customers with different branding strategies and Ansoff
matrix strategies(Baines and et. al., 2017). Engagement of internal and external stakeholder and
their impact on marketing activities of an organisation. Discuss communication tool and different
types promotion and promotional strategy used by Coca-cola.
TASK 1A
1.Process and stages of marketing including the role of the marketing mix
Marketing process includes various steps from which value can be created for the
customer to satisfy their requirement. This is an attempt to create value and understand
customers requirement then fulfil it. In this process of marketing Coca-cola analysis the situation
, define its objectives , different strategy which is using by this company after that
implementation of steps and control. This all are explain below:
1.Situational analysis:
In this Coca-cola finds or identify situation in which they satisfies unfulfilled customers
need. This play essential role in identify different marketing options and to understand
surrounding in which company is operating. Situational analysis includes PESTLE and SWOT
which is discussed below:
PESTLE factors related to Coca-cola
PESTLE factor include 6 terms which is political , economical , social, , technical , legal
and environmental.
Political: This factors include government policy , taxes , political stability and instability
, foreign policy trade restriction which affect Coca-cola. These all factor should need to be taken
into account when assessing the attractiveness of potential market. Coca-cola work favourably in
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market because they have ability to penetrate emerging and developing market. This is based
on economic and political conditions such as government changes , as well as Coca-cola ability
to form efficiently strategic business alliance with local store and to enhance their production.
This work unfavourably because of the changes in non -alcoholic business era with the continue
changes in the organisation crate more risk. In there is the possibilities of loss in Coca-
cola( Kietzmann and Pitt2016).
Economic factors: this factors include growth , exchange rate , inflation rate , interest
rate. This factor affect the purchasing power of customer . This work in favour in UK there is a
strong economy which allows consumer to buy the product of Coca-cola(Chaffey and Ellis-
Chadwick, 2019). They purchase more which increase the sale of Coca-cola . This is not in
favour when the economy is going down customer rarely purchase Coca-cola which decline the
sale of this compan(Öztaş 2015).
Social factors: This factor focus on demographics characteristics , norm , customs and
values of the population within which the organization operates. This factor work in favour for
Coca-cola because the majority of people in UK showing there interest in healthy lifestyles. This
interest of people influenced the sales within sector of Coca-cola light and zero. This work
unfavourable because people who is age of 35 not prefer this which affect the sales of Coca-
cola
Technological factors : This factors focus on technology incentive , the level of
innovation , automation , amount of technology awareness that a market possess. This factor
work in favour for this company because Coca-cola has six factories in britian that use modern
technology to ensure the quality and speedy delivery of product. This factor work unfavourably
when this technological changes can not be adopted by the employee in an effective manner then
its create complication and loss for Coca-cola
Legal factor: This factors focus on specific laws such as discrimination law, employment
laws, customer protection law , copyright patent law and healthy and safety law. This work as
favourable in Coca cola .Its work unfavourably for Coca-cola because in this there is legal
requirement to disclose negative information product labels(Chaffey, and Smith2017).
Environmental factors: This work in favour to Coca-cola because of humidity climate
where the enjoy coca cola are means to cool down. This work unfavourable for Coca-cola water
is essential part but when something happen like climate change the company may in under fire.
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SWOT of Coca-cola:
Strengths
 Coca-cola has its unique brand identity
 fantastic strategy use by Coca-cola in
the market.
 With such strong product Coca-cola
has a lot of customer locality .
 Coca-cola has its largest market share.
Weakness
 Coca-cola faced water management
issues because of large consumption of
water even in water scarce region .
 Product diversification is low of Coca-
cola
 In Coca-cola there is an absence in
healthy beverages.
 The level of competition is very high
with Pepsi.
Opportunities
 There is an great opportunity
diversification in the health and food
business.
 Developing nations have a high
presence of Coca-cola.
 Coca-cola as company should focus
on the expansion of packaged drinking
water(Reid and Plank, 2016)
 Coca-cola should apply improvement
its supply chain.
Threat
 Coca-cola has its largest market share.
Has threat of high competition with
Pepsi.
 There is the threat of change in
customer preferences and taste.
 Water scarcity this become scarcer
around the world.
 Legal requirements to disclose negative
information on product labels
2.Objectives:
In this Coca-cola discuss about its objectives which they want to achieve. This gives a
sense of direction ,unity and purpose . They play important role in forming the foundation of
company. Objectives of Coca-cola is given below:
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 Coca-cola wants to create value make difference.
 To review the world in term of mind and body
3.Strategies:
Segmentation: This is based on geographic , demographic and psychograhic in
geographic region and climate define. Demographic define as age, gender, income.
Psychographic define life style and social class. Coca-cola splitting a market into smaller group
with smiler product need. Coca-cola identify purpose of selecting appropriate target market.
Targeting: In this step Coca-cola do a selection of a suitable market segmentation in
which they focus. Primary market consisting of people in the age of 10-25. Coca-cola use
different advertisement for different segment group.
Positioning: This is define as the set image in the mind of customer of Coca-cola. In this
product define as where the product is stand in relation to others offering smilier product and
services in market as well as in the mind of customer.
4 PS of marketing:
Product: This is core basic product of the Coca-cola . This is a tangible good that seems
to meet a customer need or demand. Coca-cola produce different product that is diet coke
twisted mango. Diet coke zesty blood orange, Fanta apple , Fanta berry etc.
Price : This is the amount which paid by the customer's for product. Coca- cola follows
2nd degree price discrimination strategy in marketing. Market of beverage is considered an
oligopoly in which there are few sellers and many buyers. Coca- cola offers discount on bulk
purchases by something even bundling the product.
Place : It is describe as where organisation sell its product. Coca- cola is operating in
more then 200 countries worldwide. This company developed excessive distribution network.
Product of Coca- cola also distribute to various hotels and restaurant chains throughout the
world( Davis, 2017Hollensen).
Promotion : This is the tool which create awareness and interest in the mind of customer.
Coca- cola sets the bench for advertising and branding. Coca- cola use aggressive marketing like
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TV, online ads, print media etc. Coca- cola launches various TV advertisement in national
language across the globe.
4.Implementation
In this plan is finally executed according to the steps. This is the transformation of written
plan into the action plan. Coca- cola product presented in the market according to the steps
which planned in above steps.
5.Control
In this the plan which is executed and the output of are observed and monitored. In this
all the step are monitored and if there is an any mistake then its corrected same time.
2. Role of marketing in creating value for customer :
Marketing concept: This concept is related to the philosophies a organization use to
identify and fulfil the need of its customer. This is satisfy organisation objective and satisfy ned
and of customer more effectively with itd customer
If Coca- cola use this then the advantage of marketing concept is to promote its product
across wide range. This create awareness of the product in the mind of customer. If Coca- cola
use this then the disadvantage its require investment of time and its take lots of cost.
Societal marketing concept : This is known as new marketing concept . This focus on
the need and want of a target market and deliver of better value then competitor. This concept is
based on build social and ethical consideration into their marketing practices .
If Coca- cola use this then the advantage its raises the living standard of people in the
society. Disadvantage is its not cover the wide area to promote the product.
For Coca- cola marketing concept is best because its cover the wide area of market to
promote its product. This concept is best for Coca- cola(Rowles 2017)
Definition of branding and advantages and strategy of this:
Branding is define as the procedure in which organisation use unique , name , design , for
there product. This known as the identity of product from customer remember and identify
product.
Advantage of branding is it is the source from which customer identify its product . Its
create consistency in the mind of customer. Customer are loyal toward there brand. This allowed
to shared values.
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Different strategy of branding :
Umbrella branding: This branding define as in which many product is sell with one
brand name. This is challenging for coordinate in the market.
Range branding; this is define as the expansion of brand into its nearby territories
which support the main product usage
Individual branding : this is the branding different product by different name. This help
in establishing unique brand identity .
For Coca- cola umbrella branding is the best branding in which Coca- cola sell its many
product with one brand name.
Relationship marketing:
This is the strategy designed to adopt customer locality. In this organisation established
its long term relation with its customer. This can be done satisfy need of customer and providing
information about product .
Ansoff matrix strategy:
Product development: In any organization it is very important to update its product and
add new feature in there product. Features which attract customer to purchase the product.
Market development : Use the better strategy to sell organisation product to customer
3.stakeholder engagement and their impact on marketing:
This are the person who affect the decision of organisation in effective way this
influence and implement the decision.
Internal stake holders are employees manager, investor and external stakeholders are
customer and regulator its show the effective impact on maketing
conclusion and recommendation:
From the above mention report it has been concluded marketing include different step to
develop its product in the market. This is very important for organisation to create value for
customer(, Kotler and Opresnik 2017). Branding is the effective to retain customer.
Organisation use different type of tools to increase its sell and for better profit
TASK B
Tactical communication tool
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This not include the communication provided to tactical forces by the defence
communication. This is the system to non tactical military commands. This tool include phone
call after a service call is attended issue is resolved.
Promotion and promotion strategy
Sponsorship: this is the part of promotional in which Coca- cola promote its product in
any event.
Social media: This cover the promotion which is are on social site on promote product of
coca- cola now days people are so aware about its social site.
Sales promotion: This is define as when Coca- cola give discount and offer then the
customer are attracted more toward its product(Shaw, S., 2016).
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CONCLUSION
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REFERENCES
Books and Journals
Baines, P. and et. al., 2017. Fundamentals of marketing. Oxford University Press.
Chaffey, D. and Ellis-Chadwick, F., 2019.Digital marketing. Pearson UK.
Reid, D. A. and Plank, R. E., 2016. Fundamentals of Business Marketing Research (The
Foundation Series in Business Marketing).
Davis, M., 2017.The fundamentals of branding. Bloomsbury Publishing.
Shaw, S., 2016.Airline marketing and management. Routledge.
Hollensen, S., Kotler, P. and Opresnik, M. O., 2017. Social Media Marketing: A Practitioner
Guide.
Rowles, D., 2017.Mobile marketing: how mobile technology is revolutionizing marketing,
communications and advertising. Kogan Page Publishers.
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Kietzmann, J. and Pitt, L., 2016. Using simulations in the marketing classroom.
Öztaş, Y. B. B., 2015. The increasing importance of mobile marketing in the light of the
improvement of mobile phones, confronted problems encountered in practice, solution
offers and expectations. Procedia-Social and Behavioral Sciences.195.pp.1066-1073.
(Baines and et. al., 2017). (Chaffey and Ellis-Chadwick, 2019)(Reid and Plank, 2016)( Davis,
2017Hollensen)(, Kotler and Opresnik 2017)(Shaw, S., 2016).(Rowles 2017)(Chaffey,
and Smith2017)( Kietzmann and Pitt2016).(Öztaş 2015)
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