Marketing Plan for Coca-Cola: Analysis and Strategies

This report provides a comprehensive analysis of Coca-Cola's marketing strategies, examining the roles and responsibilities of the marketing function, and its interrelationship with other departments within the organization. It delves into branding, customer support, and promotion strategies, while also discussing the importance of tracking competition, being flexible and innovative, and ascertaining budgets. The report further explores how marketing integrates with HR, finance, production, and IT departments. The study includes a comparison of marketing mixes between two companies and culminates in the development of a detailed, evidence-based marketing plan for Coca-Cola, aimed at achieving its business goals and objectives. The report emphasizes the crucial role of marketing in driving customer satisfaction, market growth, and competitive advantage within the beverage industry.

MARKETING ESSENTIAL

INTRODUCTION ...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
P1 Roles and responsibilities of marketing function................................................................................3
P2 Interrelationship of marketing function with other departments within an organization..................6
TASK 2........................................................................................................................................................10
P3 &M3 Comparison of two companies marketing mix ........................................................................10
TASK 3........................................................................................................................................................12
P4 & M4 Produce detailed, coherent evidence based marketing plan for an organization...................12
CONCLUSION ............................................................................................................................................15
REFERNCES ................................................................................................................................................16
..................................................................................................................................................................17

INTRODUCTION
Marketing is the crucial tool in the modern business organization which lead them to
accomplish their pre-determined goal in an effective and efficient manner. However, it is an
activity as well as a processes for creating, communicating, delivering and exchanging offerings
that have value for customers, clients, partners and society at large. Additionally, marketing
widens the market size as it draws out the hidden wants of consumers, creates new demand,
locates the untapped areas and finds out the possibilities of selling new products (Ataman, Van
Heerde and Mela, 2010). As the marketing efforts widens the area of market, the producers can
utilize their resources otherwise remaining partly optimize to the maximum which enable them
to reduce the total cost per unit. This report is based upon Coca- cola, which is one of the leading
company in beverage industry as it commenced in the year of January 29, 1892. It’s
headquartered at Atlanta, United States and serves worldwide with a high or best quality of
products. This study includes roles and responsibilities of marketing function as well as its
interrelationship with other departments within an organization. Finally, compare the two
companies marketing mix and develop a new marketing plan in order to achieve to business
goals and objective in a best manner.
TASK 1
P1 Roles and responsibilities of marketing function
Marketing is the process of planning and executing the conception, pricing, promotion,
and distribution of ideas, goods, and services to create exchanges that satisfy individual and
organizational objectives. However, it is considered as one of the key determinants for
company’s growth and enhancement as it enable them to identify current or future trend of
marketplace in order to introduce best products that helps firm to attain higher level of
profitability ratio. Apart from this, Coca-Cola marketing function contains unique set of roles
and responsibilities that improves their potentiality to gain increased level of customer
satisfaction as well as to capture best positioning among competitive marketplace. Some of the
roles of Coca-Cola’s marketing business unit are as follows:

Branding: In today’s competitive world of marketing and advertising, a key to success is
building a strong brand as it considered as the process of creating a brand name for product in
order to attain sustainable proficiency ratio as well as gaining competitive advantage in better
manner. However, Coca-Cola’s marketing department includes d3veloping a compelling,
positive and lasting image of business that generates an emotional connection with customer
which improves overall performance of firm and enlarge its market. One of the crucial role of
branding is to render unique or attractive brand name or same brand to all products of a business
firms (Bačík, Štefko and Gburová, 2014).
Customer support service: The key to marketing success is the satisfaction of the
customer. Therefore, an important function of marketing that is to provide various customer
support services like after sales service procuring credit services, handling customer complaints,
consumer information etc. These services help in getting, keeping and growing the number of
customers. Along with this, Coca-Cola’s marketing function is mainly focused on providing the
best possible customer experience and continuing customer relationship for acquiring sustainable
profitability and productivity. Moreover, Coca-Cola’s marketing unit id also specialize in
customer retention and solve complex issues that strengthen their market share as well as enlarge
their potentiality of achieving increased level of sales growth in a better way.
Promotion: It is a type of communication between buyer and seller in which vendor tries to
persuade the buyer to purchase their goods and services through promotion to capture the
attention of customer and generate maximum level of satisfaction. Apart from this, it is regarded
as one of the basic element in marketing mix which improves the public image of firm. There are
several methods to promote the product are personal selling, advertising, sales promotion, direct
marketing publicity and also involves exhibition, trade shows. Along with this, it is also relate
with providing information to the customers about the Coca- Cola’s products, their features,
uses, prices etc. and persuading them to buy these products for enlarging firm productivity ratio
and also boost up their capability in acquiring best positioning within competitive marketplace
(Baker, 2016).
As the marketing function has various roles to play within an organisation likewise it comprises
several responsibilities which help Coca –Cola to accomplish their long term goal in an

impressive and productive way. Thus, there are some responsibilities which Coca-Cola Company
implies into their business operation are described as below:
Tracking the competition: It is one of the crucial responsibility of Coca-Cola marketing
functional unit as it lead them to obtain higher level of profit maximisation with an optimum
utilisation of resources in an effective manner. However, this function is obliged for researching
the competition and keeping up with them to know what they are doing , which products they are
launching ,what are the weaknesses of the competitors and how to avoid making the same
mistakes as the competitors. It is also essential to know how the company is placed in relation to
its competitors, why the customers prefer the other companies, what customers the competitors
target and the relationship they have with their customers. Moreover, it helps Coca-Cola to
analyse marketing trend in order to create a better customer relation strategy that lead them to
attain high level of profitability ratio.
Flexible and innovative: For sustaining longer time within today’s marketplace, every
company should contain adaptable nature which improves their overall performance in an
impressive manner. However, under this function Coca- Cola takes an initiative to evaluate the
current demand of industry and based on that it brings novel ideas or technologies in order to
obtain maximisation of profit in a productive style. Thus, Coca- Cola introduces all updated
technologies into their business operation as well as implies creative ways or thoughts that
enable them to provide increased level of customer satisfaction in a productive style (Brooks and
Simkin, 2012).
Ascertaining budget: It also involves estimating the overall cost in order to carry out all
business activities or operation in an impressive or effective manner. However, they are mainly
obliged to provide all relevant information to public for promoting the Coca-Cola’s product
which helps them to capture the attention of customer and it directly reflect on enlarging firm
market size. In order to attain the same, they calculate overall expense and according to that they
follows various promotional activities for gaining competitive advantage in an effective or effect
manner.
However, the above discussed roles and responsibilities allow Coca-Cola to boost up
their sales growth and also to render increased level of customer satisfaction by providing high
and best quality of products or service in an affordable manner. Due to this, they can easily

capture the attention of wider crowd towards company products and can survive within
competitive industry for a longer period of time.
M1 Analyse roles and responsibilities of marketing
Marketing has various roles and responsibilities in case of wider organisational context of
Coca-Cola company as it help them to achieve the target by collecting information of industry
for developing suitable product which lead them to acquire high level of customer satisfaction.
Along with this, it encourage Coca-Cola to adopt innovation or creative ways to carry out their
business operation which lead them to enhance their market size or share in an impressive
manner.
P2 Interrelationship of marketing function with other departments within an organization
The main purpose of marketing is executing actions associated with exchange of goods
between final consumer and producer of same. It is done with the objective of increase in
customer's satisfaction (Dann, 2010). This process is end-less as it creates, anticipate, identify
and satisfy customer needs on continues basis. Its general functions involves creation of plans
those links producing what, how, when and for whom in efficient and effective manner with
competitive advantage. Such establishment helps in achieving goals, increase in customer
loyalty, positive feedback of customer in employable manner. Effective marketing strategies so
formed by management is directly connected with sustainable continuation and over edge
growth. Products or services so produced by company need to be put in front of customer and for
that marketing is important to create awareness while making product accessible for customer
with ease. Inefficient marketing plans will surely lead to downfall in revenues with drastic
change in market share. Marketing department always align with different department to make
sure smoothness in operations and processes just as the case of Coca-Cola. Any changes done in
one department without keeping other department in mind can lead to improper work flow and
can become obstacle in communication process. Interdependency of marketing department with
others of Coca-Cola can be summarise as below-
Marketing and HR department- In setting goals and objectives for organisation these two
departments are connected in terms of role playing. Marketing departments needs personnel who

are highly skilled, so will become assets for company and to fulfil this demand HR department is
solely responsible. Sales force being responsible to achieve marketing objectives in terms of
monetary or non-monetary grounds, choosing right candidate is mandatory. To attract large
numbers of buyers in market workforce will come out with new and innovative idea. To make
recruitment process effective various techniques such as campus recruitment, consulting
agencies, social platforms, etc. are used. To increase image, awareness about brand HR and
marketing departments of Coca-Cola works simultaneously in best possible way. As Coca- Cola
marketing function conduct various strategies like campus interview, advertisement, job fare and
many more to attract talented or capable personnel who will contribute their best effort toward
an attainment of increased level of sales growth and productivity. (De Vries, Gensler and
Leeflang, 2012).
Marketing with finance department- Productivity and profitability of organisation
depends directly on effective working of these two branch in collaboration. Proper budgeting by
finance department of Coca-Cola is desirable for marketing tools ensuring proper functioning of
marketing department. Marketing function also implements deeds such as sales promotion,
public relation, direct selling, etc. which requires funds by finance department. With the help of
these two departments Coca-Cola can easily attain competitive advantage in the market for
longer period of time. Thus, for successful marketing Coca-Cola must have strong base of
finance because with the help of these funds company set goals for marketing like sales target,
price and many more in order to accomplish organisational pre-determined goal in a productive
manner.
Marketing with production department- It is very essential that marketing department and
production division combine forces with each another. Production department works with only
motive of producing goods or services which can fulfil customer's needs and wants. While the
working of marketing department surrounds on premises of identifying customer needs,
appealing them to buy respective product and satisfying their wants. If the marketing department
of Coca-Cola is unable in doing above stated series of action then production section will
produce goods that are not acceptable by customers in market. This will results in wastage of
valuable resources, increase in inventory, revenue losses and dissatisfaction among potential
customers with negative word of mouth. If these two departments functions accordingly in the

harmonized way then attainment of overall growth can be achieved easily (Dudzevičiūtė and
Peleckienė, 2010). However, Coca-Cola marketing unit takes an initiative to evaluate marketing
trend and according to that update production function which help them to deliver best quality of
products and it lead them to acquire best positioning among competitive marketplace.
Marketing department with IT department- The function of IT department in Coca-Cola
is using latest and cutting edge technologies in manufacturing and selling processes for their
product. Cost of Coca-Cola can be easily saved if management is able to perform various
activities in the methodical and anticipated manner. Developing online website for Coca-Cola by
IT department have helped in accelerating growth, performance and awareness of existing or
new products offered by brand. Along with this, Coca-Cola customers are also privileged to
provide their valuable reviews regarding their experience which allow firm to implement best
strategic decision for achieving increased level of market share and also proficiency ratio.
Marketing with Research& development department- Research and development done to
explore new or innovative idea to engage large number of audience works on extensive basis for
any organisation. This department works to ensures marketing activities to be carried out
successfully and firm enjoys long term profitability. This provide sustainable advantages over
competitors by providing required information to marketing department. The major intention of
marketing and research department of Coca-Cola is maximising sales and margins of profits for
the organisation in the best possible way. In identifying and applying current trends of market,
proper research and development is required (Ehret, Kashyap and Wirtz, 2013). The hurdles of
marketing department are solved by research department after deep analysis of problem and
providing appropriate resolutions for the same. Coca- Cola's research department specifies the
environment in which marketing activities will work. Improvements in existing product will be
required or not can be easily evaluated by research department of Coca-Cola which gives it
competitive advantage in industry. Additionally, firm marketing departments takes an effort to
analyse the present market situation and based on that they make best plans to survive during
higher level of competition in an effective and efficient way.
From the overhead conversation it can be aptly said that growth and profitability of
organisation is totally dependent on inter-related working of marketing with all other department
of organisation. One of the major function of marketing department is accurately determining

need of customer and make plans to increase positive feedback of after-sales services. Marketing
usually undertakes various kinds of risk by applying innovative techniques and ideas which can
serves as downfall as implementation should be done after analysing market dynamic conditions.
If Coca-Cola top executives manages each and every activity, path for achieving goals and
objectives will be easier (Hsu, 2011). Plans formed for reducing threats from external
environment for organisation can be reduced by identifying opportunities present in market. It is
very essential and significant to inter-relate various departments of the organisation as this will
help management of Coca-Cola to identify, compete with functional strategies and action plan of
competitors. To achieve goals and target of the marketing function in personal, skilled and
talented candidate needs to be placed at right position at right time by organisation (Ionita, D.,
2012). As these employees will put forward better and innovative ideas for completing the work
effectively and efficiently in the standard time frame. Long term as well as short term goals of
organisation can be easily accomplish if focus is given majorly on evaluating and operating
marketing function in proper and planned direction.
M2 Analyze the significance of interrelatedness between marketing and other business units in a
firm
As the business grows, it is important that departments within an organization must
actively work together to help in achieving mutual long term goals. However, each of the
functional unit requires each other support and it help them to maintain over their cost as well as
allow them to product best or high quality of product or services in order to attain high level of
customer satisfaction. It is determined that relationship of marketing with other department in the
Coca-Cola is very vital and substantial to increase the profitability and efficiency of an
organization. Companies prerequisites to emphasize and focus on encouraging this relationships
with each other (Cabrera and Williams, 2014).
D1 Critically evaluate and analyze the elements of marketing and its its inter connection with
various functional units within organization
As per the above discussed content, it has been noted that marketing is one of the
essential function in Coca-Cola Company as it directly linked with providing higher level of

satisfaction to customer in order to acquire sustainable profitability ratio. However, there are
various roles and responsibilities of marketing which encourage them to analyze current and
emerging trend of market so that they can come up with innovative or creative product that lad
tem to strengthen their sales growth in an impressive style. Along with this, Coca-Cola
comprises several departments which are interlinked with each other for accomplishing
organization common goal or objective within prescribed time limit without nay hindrances.
Thus, each Coca-Cola functional unit provides their equal participation with marketing for
promoting their brand in an impressive manner as well as to improve their overall performance
in a productive manner.
TASK 2
P3 &M3 Comparison of two companies marketing mix
Marketing mix is the concept of various the marketing based constituents such as price, place,
product and promotion which is also termed as the 4P’s of marketing mix. Product is both
tangible and intangible in nature and price shows it’s the real value and status. Due to increased
competition, these two things are necessary for sell and earn purpose. But to sell, its necessary
that that the product should be promoted or being aware to an audiences (Chen,Wang and Wang,
2010). Also, it should have the right places or location, in context with Coca-Cola, marketing
mix is helpful to know about uniqueness and positive of business functioning such as its product,
price, promotion and place. In this assessment, comparison of marketing mix of Coca-Cola and
PepsiCo will be undertaken and covering 7 Ps of the marketing mix. The Comparison is as
follows:
Elements Coca-Cola PepsiCo
Price Coca-Cola is mainly known for its
taste and flavor of the soft drinks,
instead of its pricing. It deals in price
sensitive market, where its rival
PepsiCo is giving cut throat
competition in current era. In matter
of price, Coca Cola uses price
penetration on existing and price
skimming on new products. This
would be helpful to gather revenue.
PepsiCo is well known for its soft
plus beverages segment. In price,
PepsiCo is currently using
extensive pricing, in which focus
is being on price for quality rather
than price for product. Due to the
tough rivalry for Coca-Cola has
started putting focus on taste and
bringing customer loyalty.

Product Coca-Cola has almost 3900 product
in its portfolio all over the world and
including Coca-Cola which is one of
the most recognized and highest used
product till date. Also, Frooti is one
of the world popular product made up
of the mango and known for its taste.
PepsiCo has large soft drink and
beverages retail chain, in which
eatery such as freetos and Doritos
are exist which is good or perfect
in taste. Due to regular usage, it
gives major income to this brand.
Place Coca-Cola has an extensive soft drink
distribution system all over the world
including Latin America, Europe and
Middle east Asia. Due to its
distribution system, reach of its item
is high and even without spending
quite low (Daniel, 2011).
PepsiCo distribution system is
unique, in which only supply
when there is the actual needs or
wants. This is unique to save cost
and generates higher revenue.
Promotion In the soda drink industry, firm has
now started spending huge on global
advertising using both modern and
traditional channels to promote
products. Still Coca-Cola spends less,
but their product identity is unique
and good.
PepsiCo ability to do promotion is
somewhere unique and based on
product to promote itself because
of its unique point or matter. Due
to increased promotion platform
source for revenue has become
high for this leading beverage
brand.
People Coca-Cola has almost 6 lacs people
working in all over the world and
they are all working with some
defined aim or purpose. This is a
uniqueness about this soft drink
industry, that people role is to pass
from production to final customer
with their tactics.
PepsiCo has 5 lacs people works
together with purpose to expand
the product reach to its customer
with a unique manner. This is
necessary for soft drink business t
have skilled and unique
manpower.
Process Coca-Cola has many production units
in different part of the world which is
mainly used at times of the coke
filling process. They uses regular
innovation in its process focused on
advance technology to manufacturers
or filling process in bottles (Dann, S
2010).
PepsiCo takes help of third party
people, strategic alliances with
bottle maker and focuses on cost
reduction out of the same process.
Due to increase in advance
technology, cost of process is
somewhere rise as because of
third party involvement.
Physical evidence Coca-Cola has its headquarters in city
of Atlanta and other different units in
different part of the world such as
India, Australia, UK and Europe.
They are unique in their physical
appearance and have wonderful
environment for people to work.
PepsiCo has its headquarters in
city of Chicago and also in other
regional part of the world. Due to
increase in perfect reach of the
product such as soft drink and
eateries are quite high and
focused on its reach to customer
with workforce ability and

support of an infrastructures.
Coca-Cola needs to use all this marketing mixes with executed actions plan along with
getting the optimum results of all seven variables. In order to launch any new product, this soft
drink chain have to realize the market scenario, before implementing such variables for the
purpose of efficiency and profitability. Also, this leading soft drink brand need to keep analyzing
marketing mix and find flaw such as ineffective pricing, product failures, ineffective promotion
and retrieving places such as distribution process. For this effective strategies such as
undertaking of the market, process and its up gradation is need to be consider to takes decision
for better growth and productivity.
TASK 3
P4 & M4 Produce detailed, coherent evidence based marketing plan for an organization
Marketing plan is a detailed report which is helpful to outlines your marketing strategy
for a coming year, quarter or month. Moreover, marketing plan reveals about strategic and action
plan which every firm is being capable to takes either to launch new product or services to gather
business strength and strong position in the market (De Vries, Gensler and Leeflang, 2012). Due
to use of marketing plan, firm are mostly able to discuss strength & weakness and suggesting
strategic objectives for launching new product or expanding an existing one. So, this marketing
plan will be carry on Coca-Cola and in this, launching new product named “Coca Fit” is being
undertaken.
Coca-Cola
Overview of the company: Coca-Cola is the leading American manufacturer and retailer
of non-alcoholic drinks and beverages which is well known for its taste and flavor of the soft
drink. It was founded by John Smith Pemberton in 1869 and now this company is market leader
in soft drinks beverages. This firm is well known for its customer loyalty for its taste and even
coming of competition, Coca-Cola sales is on top. Coca-Cola is comes under fortune 500 big
companies. Coca-Cola is also well known for innovation in its complimentary product such as
energetic drinks, eating beverages and other food services.

Product & services: Coca-Cola is well renowned for its offering such as Coca-Cola,
energy drink and other eating solution. Firm is well known for its quality and taste which has
made its own customer’s loyal to their customer. Coca-Cola is mainly deals with selling non-
alcoholic and pure taste or flavored soft drinks. Currently, firm is looking for new energy drink
“Coca fit” will be launched by next year. The main agenda is to increase product portfolio and
rise strength to the product sales.
Vision & mission: The pioneer vision of the Coca-Cola is to be “People first choice ever”
which means they are being focused on customer first preferences and mission is to boost
business sales by 5 percent by adding new product and increasing portfolio.
Strategic objectives: The major objective behind launching new energetic drink “Coca-
fit” is to increase product line and purpose to rise business revenue with estimate of 5 percent
and within one year of time tenure. As this strategic goals is challenging, but possible, if right
action plan will be prepare in context of the same. In this, application of the SMART objectives
is undertaken in which understanding of goals which are specific, time, measurable is confirmed.
This goals is time based, measurable and specific in nature.
SWOT analysis: SWOT is required to have discussion and analysis of internal
capabilities and strength, in which firm have good hand or unique position. In this, discussion on
opportunities and threats of the firm is being led into topic:
Strength Weaknesses
Unique brand name and customer loyalty for
its taste is one major strength of this soft
drink brand. Brand old taste and unique
product positioning is its strength on which
they are depends on. Global distribution and
retail chain is unique about this brand. Also,
firm has unique price point at which they
offers their products.
Weakness of this brand is its increasing lack
in cost and resource allocation which is useful
during process of manufacturer and shifting of
the supplier. Due to international trade
conflict, Coca-Cola is unable to handle
pricing of its product. In the past the four
year, Coca-Cola has launched only limited
new product to grab market operation.
Opportunities Threats
Launching new product will be option for
Coca-Cola to control its business decline in
growth and attain more customer’s loyalty.
This would help Coca-Cola to gain increase in
their revenues and strategically strong
position into the market. Through this,
opportunity is also to grow and expand retail
Launching the new product involves lots of
cost and creates burden on financial strength
of this firm. This is severe for business
existence along with bearing day to day
expenses. But, still launching new product is
something will give competitive strength to
business process of Coca-Cola.

chain of this leading soft drink.
STP: This stands for segmentation, targeting and positioning. In context of Coca-Cola,
this will help company to know right customer who is capable to buy this product. In this
customer will be segmented on basis of demographic, geographic and lifestyle and target &
position them accordingly. The explanation on STP is as follow:
Segmentation: Coca-Cola will prospects their customer’s on basis of their demographics,
geographic and lifestyle. They will try to segment customers of more 18 year of age and takes
care of male and female. Also, customer of London and Manchester will be targeted to sell this
“Coca fit”. Lifestyle says that frequency of coca drinking is too high and people spent more on
buying Coca-Cola product.
Target: In this company targets their segmented customer’s on basis of their purchasing
parity, frequency and ability to purchasing with the use of their own self-interest and loyalty for
buying soft drink of the Coca-Cola. ‘Coca fit” will buy its prospective customer’s using media,
previous experience of using Coca-Cola and word of mouth as perfect tool to targets.
Positioning: Coca fit will position its customer using social media, media platform,
newspaper, TV advertisement etc., which is right mode to advertisement and position its image
into the positive manner. Above all, newspaper is recommended as trustworthy mode to position
and this is why because of large subscriber’s.
Marketing budget: For purpose of new product developing & outlet expansion, it is
necessary to made formal costing budget of three prospective year and estimate cost on all the
same. In this actual consideration, consideration will be given to investment and cost and then all
will be sums up to final estimate cost to be incurred. The formal budget is as follows:
PARTICULARS 1st Year 2nd Year 3rd Year
Initial investment 12000 15000 18000
Borrowings(Bank loans, credits) 6000 7000 90000
Retaining earnings 7000 8000 9000

TOTAL 25000 30000 45000
MARKETING OUTLAY
Promotion activities 8000 10000 11000
Sales publicity 6000 10000 11000
Distribution and supply expenses 3000 10000 9000
TOTAL 42000 60000 76000
Control or monitor: In this strategy or action plan taken to control this project will be
taken as major consideration along with flaw in process of new product development. Coca-Cola
is being required to make action to control production of Coca fit and led this plan being work
for its right purpose and acquiring business strength for Coca-Cola.
Regulation or management: In this leader of Coca-Cola will utilize democratic leadership
and taking guidance of junior people to adapt right strategy or techniques at right point of time.
CONCLUSION
From the above report, this is being concluded that marketing essentials is regarded as a
necessary concept and theory for expecting marketing functioning into the perfect manner.
Marketing using social media as tool which is the part of current trends because it attracts and
also have people base which is convenient to promote product. Role of the marketing is defined
and assigned to work with other department such as R&D, finance, operation and HR to pursue
business goals with higher efficiency. It is important to compare the marketing mix of two
different companies to know and realize what shortcoming and weakness are there to get rigid
out of it. Finally, it is concluded that, marketing and its elements are required to manage and
control the function and activities in an organization. This has proved necessary for manager and
leader’s to pursue perfect leadership style to accomplish defined goals of business. However,
marketing is regarded as crucial tool in modern business organization as it involves
understanding marketplace,, demands of customer, building profitable relation, customer driven
market strategy and render quality among customers.

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