An Examination of Coca Cola's Marketing Practices and Trends

This report provides a comprehensive overview of Coca-Cola's marketing strategies, encompassing various aspects such as the introduction to marketing concepts, current and future trends, and the different marketing processes employed by the company. It delves into the roles and responsibilities of a marketing manager, the influence of marketing on other functional departments like finance and human resources, and the significance of the marketing role within the context of Coca-Cola. The report also examines the interrelationship between marketing and other departments, emphasizing the importance of consumer-oriented strategies, advertising, and pricing. It discusses the challenges and risk factors in marketing, the importance of customer satisfaction, and the use of various marketing strategies like SWOT and PESTLE analysis. The report concludes by highlighting the interconnectedness of different departments in achieving organizational targets and increasing profitability in the global market, emphasizing the manager's role in overseeing all functions and ensuring business growth.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
1. Introducing the concept of marketing, including current and future trends of Coca Cola:1
2. Different marketing processes in Coca Cola.....................................................................2
3. Role and responsibilities of a marketing manager of Coca Cola......................................2
4. Marketing influence and interrelationship with other functional departments of Coca Cola. 3
5. Importance of the marketing role in the context of Coca Cola..........................................3
6. Conclusion..........................................................................................................................3
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is the process which involves buyer and seller in making an organisation
successful. Activities performed in this are about focusing on cosumersrequirement. This also
includes target of high profitability and analysing the best value of customers. Marketing comes
with concept of customer-oriented with huge success in business. . In this, different aspects is
described like responsibilities of marketing manager, marketing process, interrelationship
withother departments and more in it. Itgoes on changing as per consumer demands. It’s a
dynamic concept. Sales factoris seller based while marketing factoris customer based. The
strategy of marketing involves advertising, pricing etc of the product.. Risk factors like loss, less
productivity are also faced in marketing. Successful marketing makes the business successful.
1. Introducing the concept of marketing, including current and future trends of Coca Cola:
Marketing of the product has become highly challenging.Marketers need to update
themselves according as per requirements of customers. Coca Cola runs a business which has to
reach at peak compared to other products relatively in the market. Product promotion needs to be
done to improve marketing currently and will achieve better profitability inmarket. People buy
products in which they are t satisfied with (Ardjouman and Asma, 2015). The customers should
also be satisfied economically. Marketing of this is to perform after focusing to profit growth
and revenue of company. Coca Cola invests in their own brands. Its marketing also expands
business currently and also, in the future.
Coca Cola also performs different campaigns for huge selling of the product. Talking
about future trends, plastic bottles are now avoided. Coca Cola plans to change its design of
bottle (Möller and Parvinen, 2015). Coca Cola is planning to design bottle in light weight
keeping in mind about environmental resources Coca Cola also finds a best way out in recycling
the waste products as well. Further, water is also filtered according to sustainability of human
kinds.
1

2. Different marketing processes in Coca Cola
Coca Cola is best leading company in ourglobal market. It uses different processes to
advertise their product which refreshes the people. Coca Cola uses different strategies to sell
product likewise SWOT analysis, Pestle assessment and many more. This brand has become
very successful in marketing of their products(Chernev, 2018). Company analysis to internal
and external factors ofbusiness surrounding which overviewsproduct in a better way. The
manager looks forward in managing business through effective communication. Further, looks
upon external factors like what should be the location for selling.. The market strategy i is to
maintain its profitable growth of their organisation. The company also advertised its product by
printing different clothes named Coca Cola on t-shirts, bags, etc. Especially the product has to
be advertised more and more. Its marketing is done through giving different discounts, offers on
different functions etc. Through this they eventually expand the production with better
profitability. Company also extend their business by inventing new flavours of coca cola.
Company also distributed fridge packed with Coca Cola product only in market which leads to
more productivity. The product’s prices also vary according to its size.
3. Role and responsibilities of a marketing manager of Coca Cola
Manager of Coca Cola manages all the activities in context to marketing department itself.
Manager researches about product demand in market( Karjaluoto, Mustonen and Ulkuniemi,
2015). They also study about their competitors in market of soft drinks. It’s responsibility of
manager to provide superior quality and quantity of the product to their customers and clients.
It’s only manager who looks upon an increment in sales and profitability. The manager of
company also sets target in order to promote their products and services Manager also acts in
terms of maintaining t relationship with the customers in market. Further, also aligns tduties to
different staff members within its marketing department andwork is allotted to them eventually.
The manager of company understands theier current market trends and later introduce new
opportunities in the business. In addition to this, the manager is responsible about employee’s
performance (Marshall, 2014) . The employees should get healthy environment to work.
Periodically, the manager of Coca Cola also calculates overall performance in context to make it
better.
2

4. Marketing influence and interrelationship with other functional departments of Coca Cola
Other than marketing department the other departments which are influenced are such as
finance, human resource, production, selling, customer service, legal etc. Compared to other
departments, marketing is abroader amongst all sections. This department helps to maintain
discipline in the business (Goworek, McGoldrick and McGoldrick., 2015). Marketing is essential
and whole business is seen from consumer’s viewpoint. Finance department is influenced
financial status of business in a market. In finance the budget is to be set up at initial stage.
Marketing department is to focus on sales performance while finance look upon the cash budget.
Talking about other department like human resource, it looks upon recruitment and giving
training to the employee and have to balance its priorities in regards to other departments
(Chernev, 2018). Production department and marketing department works closely according to
their context. Research is made upon planning product properly in order to satisfy t customers
and their upcoming needs in future.
5. Importance of the marketing role in the context of Coca Cola
Marketing plays a vital role in researching a product according to consumer’s demand
and for better selling of t product. Marketing helps customers and makes easier to search
product in a market. It helps in promoting Coca Cola by raising standard of living of society.
The products and services should be supplied at a reasonable rate. Marketing role is major in
making the people more educated directly or indirectly (Ardjouman and Asma, 2015). The role
of marketing is also important to make better revenue for company and will increase theirsales
volume too of organisation. This role also helps in changing concept of production and selling
product. This is a dynamic process which helps in maintaining economic process throughout the
management. Further, it helps in importing and exporting the product. It’s useful to customers as
well as to producers in the market.
6. Conclusion
This marketing concept concludes how all the departments are related internally.
Different people are participated at different business levels. Every department in this company
3

has better interrelationship in order to achieve their organisational target and can aim for
increasing profitability in the global market. It’s the responsibility of the manger to look upon all
functions that run accordingly in context to maintain its business growth. The manager also looks
upon managing their time and selling product within its decided deadline.
4

REFERENCES
Books and Journals
Ardjouman, D. and Asma, B., 2015. Marketing Management Strategies Affecting Performance
of Small and Medium Enterprises (SMEs) in Cote d'Ivoire. International Journal of
Business and Social Science, 6(4).
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Goworek, H., McGoldrick, P.J. and McGoldrick, P.J., 2015. Retail marketing management:
Principles and practice. Harlow, UK: Pearson.
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.
Marshall, G., 2014. Marketing management. McGraw-Hill Higher Education.
Möller, K. and Parvinen, P., 2015. An impact-oriented implementation approach in business
marketing research: Introduction to the Special Issue on “Implementing Strategies and
Theories of B2B Marketing and Sales Management”. Industrial Marketing Management,
45, pp.3-11.
5