Marketing Essentials Assignment: Coca-Cola Case Study

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MARKETING ESSENTIALS
ASSIGNEMENT TASK 1
BY STEFAN HADJIEV
ID: 09182184
TUTOR: ALEXANDER ALEXANDROV
SUBJECT: THE ROLE OR MARKETINGAND ITS INTERRELATIONSWITH OTHER
FUNCTIONAL
UNITS WITHIN A COMPANY: A CASE
STUDY OFCOCA-COLA

Table of Contents
Introduction:.....................................................................................................................................3
Role of marketing as a function of business, opposed to marketing as a department in a company.
..........................................................................................................................................................4
Overview of the marketing process..................................................................................................8
Influence of the marketing function with other department of the organization............................10
Reference........................................................................................................................................12

Introduction:
Marketing plays a fundamental role of any business. It includes a mix of activities that inform
consumers in a different way about products and services. In general it is the engine of the
business with its strategies and activities (promotions, advertising). In order to promote newly
launched product and services to the market, it includes different tactics and corresponds with
other roles related with different department in a company (Shen et al. 2016).
This study is to explain the fundamental role of the marketing and its importance in a business or
organisation. This study will expose Coca – Cola marketing activities in a business.

Role of marketing as a function of business, opposed to marketing as a
department in a company
Introduction of the role of the marketing as a department in a company
Marketing as Department plays a vital role in regards to promoting the business of an
organisation. It works as the face of a company, managing and synchronising all materials that
represent the business. Marketing Department's job is to create a vision, reach out to customers,
investors and build up a primary image that represents the company in a positive light (Shen et al.
2016).
Depending on the company, the tasks of the Marketing Department may include one or more of
the following:
• Defining and managing the brand
It explains the company, what the company stand for, what the company says about itself, what
the company do and how the company acts. This, in turn, defines the experience the company
expects from customers and partners to have when they interact with the company.
• Carry out campaign management for marketing initiatives.
Marketing identifies the products and services to concentrate on the progress of the cycle of the
sales and then produces materials and communications that get the word out.
• Providing marketing and promotional materials
The marketing department can create materials that describe and promote the main products or
services. It is necessary to keep them up-to-date as those products and services evolve.
• Producing company communications
The employees need to understand the role of the company, its values, its goals and its priorities.
Marketing is often responsible for employee communications through a newsletter and intranet.
• Conducting customer and market research

Research helps to define the target markets and the opportunities and to understand how the
products and services are perceived (Shen et al. 2016).
The role of marketing as a function of business
Marketing is an essential process for the success of any business. Marketing includes planning,
researching, packaging and presenting products and services to potential customers (consumers).
The proper marketing activity will help to drive the sales in a better way and to inform consumers
about business campaigns and events. The functions of marketing of any business are to increase
the sales and to improve the services.
Marketing structure of Coca-Cola Company
SEO Social Media
Marketing
Department

PPC Public Relations
Figure 1: Structure of the marketing department
Source: (Shen et al. 2016)
SEO: Search engine optimizer is very beneficial for the Coca-Cola Company as it helps to
promote the brand 24 hours. It helps to increase the number of visitors on their WebPages and
helps the company to understand what their target a customer actually wants from their products.
PPC: Pay per click is a type of marketing tools through which the Coca-Cola Company can
advertise their brand and get paid for each licks on their advertisement. It will give the Coca-Cola
brand a wide chance to make their position on the top list of the SEO and to appear on their
related partner websites (Shen et al. 2016).
Social media: social media gives a vast platform through which the Coca-Cola company can
promote their company online and to make connection with their target customers.
Public Relations: the main role of the public relations mainly focuses on the communication
system where the PRO (public relation officer) tries to communicate with the target customers,
company shareholders and other stakeholders associated with them.

Figure 2: Organizational structure of Coca-Cola Company
Source: (Shen et al. 2016)
Chief marketing Officer
A chief marketing officer is the one who deals with communication, planning marketing
strategies and all delivers new offerings to their value customers, shareholders and other
stakeholders of the Coca-Cola Company.
Responsibilities of the Chief marketing officer (CMO):
The chief marketing officer of the Coca-Cola Company creates new strategies for their brand
promotion in the market place. The marketing strategies needs the approval from the top
management of the company and in this manner CMO make quirky decision to beat the
competitive market and to earn maximum benefit from the market place.
The Chief marketing officer of the Coca-Cola Company acts as communication system between
the company and all the stakeholders of the company. He/she helps to build strong connection
between the market influencers and with the media (Shen et al. 2016).
Marketing
director
Market
reserachers
Public relation
employee
social media
manager
Chief marketing
officer

The chief marketing officers is also responsible for the brand awareness of the Coca-Cola
Company. CMO with the collaboration with market researchers and other members of the
marketing department creates and design new brand awareness programmes in the marketplace.
Social media manager
A social media manger is the one who handles the online marketing of the Company products
and manages the online reputation. In the Coca-Cola Company, the social media managers
regularly develop new social media strategies and handle their accounts on social media sites.
Responsibilities of the social media manager
The social media manager of the Coca-Cola Company creates new online marketing strategies for
social media and manages the day-to-day activities on the social media sites.
They create; design marketing design and posts photos and videos on their social media accounts
to enhance their brand awareness among the target customers.
Social media manager of the Coca-Cola company monitors and supervise all the important task
of online marketing such as monitoring the activities of their rival companies, response the
comments and feed backs of thee customers and upload all the details relevant to their company
and products (Shen et al. 2016).
Overview of the marketing process
Marketing is a process of endorsing or promoting company’s products or services in the
marketplace to make it more accessible to their target customers.
The marketing process of the Coca-Cola Company comprises of different steps to endorse their
products and those are
Analyzing the entire new prospect from the marketplace:
In this stage, the marketing professionals of the Coca-Cola company researches about the market
conditions and the activities of their competing rival companies. To improve the marketing
process more advanced and improved on e the marketing department should focus on collecting
the information of their target customers and their buying behaviour. The collected information

will not only help the company to make better production but will also help in the promotional
activities of the company.
Target customers: In this step, the marketing department identifies and recognize the target
customers of their company. However, the target customer of the company mostly varies from
Children from 2-3 years up to adults of 50 years. As the company produces a wide range of
product from chocolates to soft drinks, wafers (Petersen, Kushwaha and Kumar, 2015).
Market segmentation: It split their target customers in each division according to need and
wants.
Target market: The Company needs to recognize and select their potential for earning long run
benefit. Therefore, the company according to the wants of their potential customers develops
their production strategies and make new changes in their products.
Market position: It is very important for the Coca-Cola Company for positioning their product
and it can be achieved by providing the customers better and competitive offerings.
Marketing mix
It is an effective marketing tool, which is used to marketing plans for promoting their company’s
products in the market place
Product: Every company should provide their customers good quality of products and Coca-Cola
Company provides wide range of products such as chocolates, wafers, soft drinks etc.
Price: The price of the product manufactured by the Coca-Cola Company is quite affordable to
any average income holders (Petersen, Kushwaha and Kumar, 2015).
Place: The product re available mostly all over the world such Asian countries, Europe, USA etc.
Promotion: Endorsing or promoting own company’s products or services is the key activity of
marketing so Coca-Cola also make new developed marketing strategies through social media,
TV, banners.
Management of the marketing effort

In this step an effective marketing plan is implemented to grab the attention of their target
customers and to promote their brand in the market place.
Importance of marketing environment
The marketing environment plays an important role to successfully accomplish all the marketing
activities of the Coca Cola Company.
The marketing environment helps to strategies a creative marketing plan and to manage the
business operations of the company.
 It is also important to understand the needs and expectations of the target customers to
produce more quality products with new changes according to the needs of their
customers.
 The marketing environment helps the company to understand the new trends and
dynamics of the marketplace.
 To understand the possible threats of the market place this can cause negative impact on
their business operations (Karjaluoto, Mustonen and Ulkuniemi, 2015).
 To build new marketing strategies and grab the new opportunities from the target market.
Influence of the marketing function with other department of the organization
The different department in the coca cola company are s follows:
Production department: This department deals with the manufacture and production of quality
edible products in the company.
Finance department: The finance department arranges limited funds for each functional activity
in the organization.
Sales department: The sales department focuses on all over product sale of the company.
Distribution department: This department works on moving or delivery of the raw materials
from the manufacturer, supplier for the production of the products (Kozlenkova et al. 2015).
Marketing department: This department manages the overall promotional activities of the
company’s products in the market.

The influences of the marketing department with the other departments of the company are:
Production department: The marketing department will focus on the market researching which is
very beneficial to identify the potential customer’s demands and expectations. Such information
collected by the market researchers will be used by the production department of the Coca-Cola
Company to input more innovation and advancement to manufacture improved quality products
on the demand of their target customers. The production of the products depends upon the
success of the marketing activities (Mishra and Modi, 2016). The marketing department promote
the products in the, market and the depend on that the production company develop their products
based on the design and changes and expectation of the customers (Batra and Keller, 2016).
Sales department: The marketing department helps the sale department of the Coca-Cola
Company to make an appropriate sale for their organization. If the marketing programmes
implemented by the marketing department of the company are effective, enough then it will
effectively increase the sales of their company’s products and thus together these two
departments will be beneficial to retain their existing customers and to search more potential
customers in future. The main work of the sales department starts after the implementation of the
marketing practices where the sales of the products mainly based on the performance of the
marketing department (Song et al. 2018). Both the department together works to make the selling
and purchasing process more easy and efficient one. The marketing professionals of the
marketing department collects and integrates all the important marketing materials which later
used up by the sales employees of the company to make their sale target by meeting with the
target customers and to influence them to purchase the company’s products. Therefore, in this
way together marketing and sales department helps to achieve their organizational goals and to
earn maximum benefits from the marketplace.

Reference
Batra, R. and Keller, K.L., 2016. Integrating marketing communications: New findings, new
lessons, and new ideas. Journal of Marketing, 80(6), pp.122-145.
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing, 30(6), pp.703-710.
Kozlenkova, I.V., Hult, G.T.M., Lund, D.J., Mena, J.A. and Kekec, P., 2015. The role of
marketing channels in supply chain management. Journal of Retailing, 91(4), pp.586-609.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability and
brand performance. Journal of Advertising, 44(1), pp.37-46.
Mishra, S. and Modi, S.B., 2016. Corporate social responsibility and shareholder wealth: The role
of marketing capability. Journal of Marketing, 80(1), pp.26-46.
Petersen, J.A., Kushwaha, T. and Kumar, V., 2015. Marketing communication strategies and
consumer financial decision making: The role of national culture. Journal of Marketing, 79(1),
pp.44-63.
Shen, G.C.C., Chiou, J.S., Hsiao, C.H., Wang, C.H. and Li, H.N., 2016. Effective marketing
communication via social networking site: The moderating role of the social tie. Journal of
Business Research, 69(6), pp.2265-2270.
Song, R., Moon, S., Chen, H.A. and Houston, M.B., 2018. When marketing strategy meets
culture: The role of culture in product evaluations. Journal of the Academy of Marketing
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