Marketing & Communication in a Digital World: Coca-Cola Case Study

This report provides an analysis of Coca-Cola's marketing and communication strategies in the digital world. It begins with an overview of the company and its initial product, New Coke, followed by an examination of the marketing mix elements (7Ps) and their positive and negative aspects. The report identifies primary and secondary research methods used by Coca-Cola, justifying their selection and outlining a detailed research plan. It also assesses the strengths and weaknesses of Coca-Cola's marketing plan, particularly focusing on budgeting and promotional activities. The conclusion emphasizes the importance of marketing and its elements in achieving beneficial results for the company, highlighting the reformulation of the product and the need for continuous adaptation of promotional strategies to meet customer demands. This document is available on Desklib, a platform offering study tools and solved assignments for students.

Marketing and
Communication in a digital
world

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of the company............................................................................................................3
Elements of marketing mix..........................................................................................................3
Positive and negative aspects of marketing mix..........................................................................4
Identifying the research elements................................................................................................5
Justification..................................................................................................................................6
Creating a detailed research plan.................................................................................................6
Implementation of research..........................................................................................................6
Strength and weakness of marketing plan...................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the process to promote any business products and services to their target
market or consumers so that they can be able to increase their sales. Marketing is one of the
important factor to be adopted by the company to make the people aware about their products
and services and can be able to increase their profitability in wider manner. There are many
types or ways of marketing where in today life where digital marketing is one of the most
usable marketing source adopted by many companies. In this type of marketing it promotes
the organization brand and service through digital communication which involves social
media, emails, web-based advertising and such more.
The aim of the report is to illustrate the chosen product “Coca Cola” different
elements such as marketing mix of first launched of the product, will conduct a marketing
research and create a detailed marketing research plan to develop the marketing campaign in
a digital world at successful level (Štofová and Kopčáková, 2020). Also, it includes the
presentation part where the planned product will be relaunched by making a definite
marketing plan and strategy which will ensure the product or company growth at successful
level.
MAIN BODY
Overview of the company
The origin of the product Coco Cola has been done by Dr. John Pemberton on May 8,
1886. The Coco Cola product is a refreshment drink or beverage for the people. Coco Cola
company was launched in 1885 April where they reformulated the product name as “ New
Coke”. This product is the world's most recognized and famous brand which people like to
purchase for their refreshments. Here, performing the seven elements of the marketing mix
which will create a better understanding about the first launched New Coke product.
Elements of marketing mix
Marketing mix is a set of marketing tools which help the company to know and
understand about their brand and services in the target market areas. Here, mentioning the 7ps of
the marketing mix of the Coco Cola brand (Singaram, Ramasubramani and et.al., 2019.).
Price: Price is the value a person pays in exchange for the product. The New Coke product has
unique pricing structure where they keep their prices higher in summer season and reduces in
winter season to maintain the profit and sales.

Product: The company has adopted the strategy where they provide the beverages in different
quantities and also manufacture the products for health conscious people such as reduce of sugar
and caffeine free products.
Place: The company Coco Cola has a strategy of selling their product in two ways direct selling
where they sell their product themselves from their store and indirect selling where they deliver
their products to the different stores and agencies for obtaining the better margin (Fares, Amr and
et.al., 2019).
Promotion: The New Coke product has been promoting by the company through different ways
such as keeping the bottles in the display shelves at the malls and putting the advertisements at
television and digital media.
People: People are who puts their efforts in making the brand more successful where the
company understands the needs of their employee and provide them satisfaction in different
ways such as motivating them, building good relationship and such more.
Process: The company adopts the process of making their target customer feel satisfied with
their working process as they keep their beverages in the freezer and providing the different
quantity bottles which will increases the brand awareness by doing a definite packaging process
as well.
Physical Evidence: The packaging and chosen colours for the New Coke bottle is very attractive
from which they can be able to attract the consumers and made a reputed brand.
Positive and negative aspects of marketing mix
Positive
Adopting the marketing mix model by the company Coco Cola they are able to achieve the
positive response and benefits from the New Coke product. The pricing structure and placing
elements has been implemented very accurately from which they are able to attract the customers
in maximum number and can obtain the effective results.
Negative
New Coke product is quite attractive for the customer for their refreshment but the promotional
strategy of the product is not giving the excellent response to the company as they are required to
change and modify their promotional strategies according to the customer demands (Kanesan,
Ismail and et.al., 2018).

Identifying the research elements
Primary Method
Survey: The term survey is the process of collecting the data and information about the specific
product and services through different people. The company Coco Cola implements this type of
primary research in their marketing process where they prepare a map to express the product
utilization and its benefits from where the target consumers can deliver their opinion and open-
ended question has been asked by the people from which the company is able to collect the valid
information about the New Coke product.
Interviews: The interview is the process of asking and responding the questions related to the
brand by people from which the company will get the useful data and information in regard to
their product and can get the different suggestions and opinions from the people (Al-Qurabat,
and Idrees, 2018). The company Coco Cola adopts this kind of collection which helps them to
understand the product strength and weakness.
Group discussion: The group discussion among the internal environment where it includes the
stakeholders and employees from where the company takes their opinion and suggestion related
to the New Coke product so that they can be able to make changes and modification accurately.
This kind of data and information collection is adopted by the mentioned company and helps
them to obtain the beneficial results.
Secondary Method
Social Media listening:The social media listening is the process where a company can be able to
know and understand their company's sayings, about their brand and services on the internet. In
other terms, it is the process of identifying the different sayings of the people at online platform
from which the company can be able extract the information from social media platform and can
utilize the data in effective order (KANYUNDO, 2020).
Company reports: The company reports is utilized by the mentioned company to gather the data
and information by doing a specific analysis of market situation within a geographical area from
which the company can be able to take decisions according to the reports.
Customer emails: The Coco Cola company also adopts the method of collection of data and
information through the customer emails from where the company gets the proper feedbacks
from the consumer and can put their best efforts in making the company successful.

Justification
Choosing of the primary and secondary research helps the company to collect the data and
information from which they can be able to determine the success and over all quality of the
information. Primary method of data collection can be done in number of ways such as surveys,
interviews and secondary method of data collection is collected by another person then the actual
user and includes company reports, books and journals.
Creating a detailed research plan
Implementation of research
In the marketing planning research, the primary research method has been utilized as it
provides the updated data and information to an individual and organization. The primary
method includes the collection of data in effective manner from which the company named Coco
Cola also can utilized this research for obtaining the beneficial results (Eisenstein, Garza, and
et.al., 2020). This data collection method delivers the honest data and it is authentic from where
the individual and company can be able to collect the data by own directly from the original
source. This marketing plan is conducted by this method from where the appropriate data can be
collected.

Strength and weakness of marketing plan
According to the conduced marketing plan, the budgeting part is the strength for the
company where they are able to finance the marketing of the brand and product efficiently and
can be able to grow themselves and spread out the brand awareness among target audience and
people. However, the promotional activity which the company has adopted is quite poor from
which this is defined and refereed as their weakness where they have to put their efforts and
different promotional methods for promoting their brand and can obtain the successful results.
CONCLUSION
The report has concluded the importance and brief about the marketing and its element
which can provide a beneficial result to the company. The mentioned company has reformulated
their product in the market from where it has mentioned the seven elements of the marketing mix
and its negative and positive aspects during the product initial stage. Also, it has mentioned the
different research requirements to collect valid information and data of the marketing of the
company. At last, it has performed a marketing research plan and discussion about the strength
and weakness of the research planning in relation to product launch.

REFERENCES
Books and Journals
Al-Qurabat, A.K.M. and Idrees, A.K., 2018. Energy-efficient adaptive distributed data collection
method for periodic sensor networks. International Journal of Internet Technology
and Secured Transactions. 8(3), pp.297-335.
Eisenstein, E.L., Garza, and et.al., 2020. eSource-Enabled vs. Traditional Clinical Trial Data
Collection Methods: A Site-Level Economic Analysis. In Digital Personalized
Health and Medicine.(pp. 961-965). IOS Press.
Fares, A.E.R., Amr, A., and et.al., 2019. A Study on the Key Factors Influencing International
Franchisors in Egypt. (Applied On Hype)(Coca-Cola Company as a role model).
Kanesan, S., Ismail, N. and et.al., 2018. Identifying Market Segments andTargets forMarketing
Strategy Plan ofCoca-Cola Company inMalaysia. International Journal of
Business and Management Invention. 7(4), pp.77-80.
KANYUNDO, M., 2020. MARKETING BEYOND OFFERING PRODUCTS AND
SERVICES.
Singaram, R., Ramasubramani, A., and et.al., 2019. Coca Cola: A study on the marketing
strategies for millenniums focusing on India. International Journal of Advanced
Research and Development. 4(1), pp.62-68.
Štofová, L. and Kopčáková, J., 2020. The Competition Strategy between Coca-Cola vs. Pepsi
Company. Calitatea. 21(179), pp.40-46.