Marketing Essentials Report: Coca-Cola and Marketing Strategies

This report provides a comprehensive overview of marketing essentials, exploring the key roles and responsibilities within a marketing function and how they relate to the wider organizational context. The report uses Coca-Cola as a case study to illustrate these concepts, analyzing how the company applies the marketing mix (7Ps) to achieve its business objectives. It delves into market analysis, segmentation, physical distribution, and pricing functions, highlighting their importance in developing effective marketing strategies. Furthermore, the report examines the structure of an organization and how departments like finance, human resources, and customer service interact with the marketing function. Finally, the report includes the preparation and monitoring of a basic marketing plan for an organization, providing a practical application of the marketing principles discussed.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and the responsibilities of the marketing function................................................1
P2 How roles and responsibilities of marketing relate to the wider organisational context.......4
TASK 2............................................................................................................................................6
P3 Ways in which different organisations apply the marketing mix to the marketing planning 6
TASK 3............................................................................................................................................9
P4 Prepare and monitor a basic marketing plan for an organisation...........................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing essentials stands for promoting developing, enhancing the scope of services
and goods in organisational context. Marketing is an art which requires high convenience skills
and management in organisational context (Conradie, Roberts-Lombard and Klopper, 2014).
Without marketing tactics and strategies no any business can achieve core competence and
sustainable customer market with in organisational context. This report is prepared to analyse the
scope and essentialist of marketing to explore the business in at global level. Role of marketing
and interrelate with other functinal units of an business. Coca Cola is the chosen organisation to
elaborate the concept of marketing essential in organisational context. Ways are compare in
which organisations are use elements if the marketing mix 7ps to attain overall business
objectives. Basic marketing plan is prepared to evolve the marketing strategies and the plans in
organisational context.
TASK 1
P1 Key roles and the responsibilities of the marketing function
Marketing
As per American Marketing Association “Marketing id considered as an activity and a
process which contains communicating, deleveraging and exchanging the offering with certain
values for clients and customers, parties and the society at vast level.”
As per Philip Kotler “Marketing is a techniques to satisfy needs and requirements of an
individual an exchange process” the process of exchanging goods and services in respect of some
consideration paid by customers and clients are considered as marketing.
Marketing do not remain associated with providing goods and services but also
associated with providing customer satisfactory services for building strong customer and client
chain with in domestic or international market (Dudu and Agwu, 2014.).
Marketing is a process of promoting the goods and services and building customer chain
in domestic and international market. At management level the process of marketing stands to
operate and manage the functions and the operations associated with analysing the scope of
marketing and sales. Strategies and plans mostly remain centralised around sales and marketing.
In large organisations such as Coco Cola, Pepsi, Apple which deals in more than one countries
operates separate sales and marketing department. There are type of strategies and plans are
1

made subject to boost and enhance the level of sales and marketing in organisational context.
Marketing tactics and skills not only beneficial for promoting goods and services but also helps
to explore the business operations in global context.
Importance of marketing in Coco Cola
Marketing is not only the concept of evolving goods and services of an organisation at
large level but also a in-depth study of analysing and evaluation of customer preconception. In
more effective manner the marketing assist the functions of business and operations. with
effective sales and marketing representation goods and services can be easily executed in public
and customers. strategies are also remain associated with building customer satisfaction and
market. the help of marketing strategies and plans.
Coco cola company is one of the largest cold drinks and beverages providing
organisation which deals in soft drinks at global level. It is an American corporation which is
world's largest manufacturer, retailer and marketer if non-alcoholic beverage concentrates and
syrups. Coco Cola started its business in 1980 with the the same segment of providing soft drinks
and cold drinks. There are type of strategies and plans are used in organisational context subject
to boost and enhance the business cope at next level. Marketing is also assist the essential aspect
in terms of deciding the price of products and services (Hair Jr and et. al., 2015).
Marketing Functions
Functions and operations assist the process of operating the marketing activities and plans
in such an manner so that the larger business operations be able to communicate the marketing
functions and operations at international level. There are type of marketing functions and
departments remain associated with building the brand image in international market. Marketing
functions bifurcate ate the stages and levels of marketing as per organisational structure with
services and products.
Market Analysis
this function manly centralised around collecting the relevant information about the
product and services. It helps to analyse the demand and requirement of services in current
market. There is a product development opportunities and strategies are analysed in this
marketing function. This analysis mainly associated with analysing the internal weakness and
strength in organisational and wider context there are type of analysing strategies adopted by
organisations to analyse and identify the customer's perception and skills. This is the main
2

function which helps to develop and try to interrelate the marketing functions with effective
manner (Lanier and Lanier, 2017).
Marketing Segmentation
This function mainly classify the products and services as per the market trends and
customer choice. There are type of segmentation defined in organisational context depends upon
nature, type, needs and functional areas. Some organisations classify their products and services
as per interest of clients and customer and some companies bifurcate their products and services
as per the nature of marketing. It is a process of diving customers and set a market are for
potential customers and clients in wider context. There is a classification made in respect of
services and products in groups and sub groups.
Physical distribution
This function help to develop the marketing plans and remain involve transporting and
sorting the marketing plans and strategies. This is the main aspect which divide the transport
functions form one place to another. It classify the products as per availability and locality. Area
and location plays vital role in market segmentation while making the plans and the strategies.
This function also assist the storage department of an organisation. With the help of this function
store keepers to keep the goods on priority basis. This maintain to manage the flow of goods and
services in organisation with conceptual aspects (Malhotra, Birks and Wills, 2013).
Pricing function
this function mainly helps to deriving the pricing structure in organisational context. This
also helps to deploring the marking strategies and plans as per product price. Pricing function
manly associated with deciding the price of products and services in organisational context
subject to analysing the demand of products and services and making the strategies and plans in
effective manner.
Roles and responsibilities of marking functions in Coco Cola
 Market analysis helps to monitor the perspective of customers and suppliers subject to
soft drinks and beverages.
 Market segmentation helps to driving the marketing skills and management with the help
of developing skills and management of marketing functions.
3

 Pricing function helps to monitor the price of existing products, new substitute products
and price of competitive products. This function plays vital role to deploy pricing
strategies and plans so that existing product market do not get effect.
 It is require to manage the flow of inventories and stock as per manufacturing needs and
requirements. Physical distribution is the only option which solve this complex situation
in organisational context and provides a path to align the inventories on priority basis
(McDonald and Meldrum, 2013).
P2 How roles and responsibilities of marketing relate to the wider organisational context
Marketing is directly connected with the sales and distribution function of organisation.
Coca Cola is world's largest soft drink manufacturer and operator organisation which is working
approx 200 countries and deriving operations world wide. There are type of strategies and plans
are prepared by its marketing and sales committee. It has covered largest customer market in the
World. Approximate 60% of market area is covered by the Coca Cola in the world. As per the
business reports there are strategies and plans are made subject to define the plans and strategies
in wider context. Segmentation, targeting, positioning of Coca Cola are the main functions of
organisation which helps to demonstrate the marketing functions of organisation at global
context (Nguyen, Simkin and Canhoto, 2015). Types of roles and responsibilities are associated
with the operations and management in marketing perspective.
Importance of marketing for the Coca Cola
Main motive of marketing functions of Coco Cola is centralised around declaring the
services and the standards which serves the weigh actions and decisions of organisation. To
refresh the world, to inspire moments of optimism and happiness, to create value and make
difference. Vision of Coco Cola is centralised around four major sections as
People: By providing satisfactory services it is tried to get customer attention and
attractions towards products and services of organisation. This mainly associated with dividing
the classes and manufacturing the products.
Portfolio: Quality and brand name is the main USP of Coco Cola which evaluate and
satisfy the needs of customers and people.
Partners: Spreading the network and building the effective communication system is the
main aspect which helps to endeavour values and moralities (Oplatka and Gurion, 2017).
4

Planet: it is mainly remain associated with responsible citizen and build difference
towards sustainable communities.
Profit: the visions of organisation is based upon long term sustainability and building the
effective brand image is the main mindful of overall responsibilities.
Productivity: it is one of the essential aspect in terms of largest productivity and
manufacturing.
Structure of organisation
A business structure provides a pool to operate and manage the functions of organisation
in effective manner. Every business is based upon major four elements as
Finance: this is the main department which provides the financial help and manage the
financial resources with in the organisation. With the help of finance department the type of
strategies and plans are prepared to arrange the financial resources for executing the operations
and functions of organisation effectively. Marketing department remains also connected with
finance department of Coca Cola company. Finance department of organisation provides funds
to make and implement new marketing strategies with in the organisation. Effective marketing
strategies and plans remains dependent upon managing and operating the finance functions. This
is the only option which remain associated is analysing cost effective marketing strategy to
maximise profitability of organisation (Pappas, 2017).
Human resource: HR department assist the business structure to manage the flow of
human resources with in organisational context. This is the main aspect to introduce new
manpower and employees with in the organisation. There is a perioperative process is followed
by the HR department of organisation. Coco Cola is concerned with its human resources
strategies and plans subject to define the plans for evolving plans. HR department hires
employees who retains vast knowledge of marketing and sales and how to interpret ate the
products and services of company in front of clients and customers. Coca Cola has a
knowledgeable and experienced manpower which operates and manage the flow of human
resources with in the organisation.
Marketing: Effective competitive strategies and plans are adopted by the Coco Cola to
beat the competitive market. It is very important for to keep the price of products and services at
stable and effective. There is a cut-throat compensation is found in organisational context. This is
the main department which keep align to search and identify the essential factors related to
5

product development and research development. It is necessary for all the departments and the
organisation to mange the operations and functions of organisation with effective manner. Not all
the aspects are considered essential in marketing department of organisation because the entire
process remains depended upon marketing functions and produce the marketing plans for making
effective strategies and plans in organisational context.
Customer services: services after sales are also some essential aspects which remain
associated with maintain good and effective customer relations (Pike, 2015). By providing
quality customer support services large organisations try to build strong customer and client
chain with in organisational context. The process of market does not end by supping goods and
services to customers and clients but also it also remains centralised around providing safeguard
and due care to clients and customers. This is the only factor which coordinate and assist the
organisational structure to next level.
TASK 2
P3 Ways in which different organisations apply the marketing mix to the marketing planning
Business objectives and importance for the Coca Cola
Objectives and aim of organisation remain associated with growth and sustainability of
organisation. Analysing an creating plans for effective management and operations are the
essential aspects which remain associated with achieving the core competence and managing the
operations of business. Coca Cola is one of the multinational organisation which is largest soft
drinks and cold drinks service provider in organisational context. Maximising the profitability by
providing customer satisfactory services is the main objective of Coca Cola. Mission statement
of organisation is to
 To refresh the world
 Inspire moment of optimism and happiness and
 Evolve values and make difference in the place that we all alive in
Organisation adopt creative and innovative marketing and advertising techniques subject to
promote and enhance the sales scale with in wider context. The company starts manufacturing
good and services in marketing activities such as television advertisement and displaying the aids
at shopping malls and bus stations (Preston, 2012).
Marketing Mix of Coco Cola
6

Product: Coco cola deals in multiple customer products. Cold drinks, soft drinks, diet
cocks, fruit drinks, energy drinks, coffee and water are the core products of Coco Cola. As per
the report published by Nielson data Coco Cola is one the number one beverage brand which
deals in categorised products and brands. It is working in approx 200 countries and India is the
largest consumer of Coco Cola, Mazza, Limca, Sprite, Thums up, Minute Maid, Nested Iced Tea
are the main products which has covered large market share in the world. Approx four thousand
choices Coco Cola provides to its customers.
Place: there are vast range of products and services provided by organisation in terms of
building strong customer chain in global context. Its market segmentation is specified as per the
product popularity and the geographical structure. Each brand of Coco Cola are diverse and
pricing strategies are adopted by organisation. Competitive strategies as Pepsi are the perfect
competitor of Coco Cola. The market of is oligopoly market and few sellers and buyers are
found in organisational context. Effective distribution and marketing tactics are followed by
organisation. Coco Cola adopt the FMCG distribution network of cock has almost eroded the
small and middle stages players in the market. Extensive distribution are also eroded the market
share of Bovonto, Kalimark etc.
Price: there is a competitive marketing strategies adopted by Coco Cola. There is a tuff
competition found in global context subject to promote products and services. Price of products
are high in those areas where the demand of products are high.
Promotion: Coco Cola adopts various type of advertising and promotional strategies to
create and enhance the demand and in the market and associating the information in well aligned
manner. There is a specific targeted groups and individual sections are selected by organisation
for promotion activities. Every promotion event contains specific message for community which
indicates towards peace and positive reflection (Stokes, 2011).
People: young generation and youth are the main targeted people of organisation.
Marketing strategies and plans are mainly associated with attracting the youth generation and
students.
Process: there is a systematic procedure is followed by organisation to address the vision
and mission of organisation. Form planning to implementation of strategies and plans are
connected with providing services and plans regarding products and services.
7

Physical evidence: brand image of the Coco Cola is so high and the products and
serveries of the company sold out only by the brand name. Only those organisations and the
alignments are defined in this context which contains the strategies and plans in effective
manner.
Marketing Mix of PEPSI
Product: Pepsi is one of the global organisation which deals in more than 200 countries.
Coco Cola is the nearest competitor of Pepsi. It deals in multiple products as cold drinks, soft
drinks, lays, mountain dew, Mirinda, cheetos, tropicana etc. it has also large portfolio in terms of
products. Approx 22 billion dollar brands contains the overall products.
Price: price of products are not so different form rivalry organisations because there is a
tuff competition found between both the organisations as Coco Cola and Pepsi. The pricing
strategies are mainly centralised around making the competitive marketing strategies and plans.
Moreover the market plans are associated with keeping products competitively and pricing
strategies parallel to competitive analysis.
Place: company directly deals with the customers and the suppliers which are associated
with making strategies and plans for effective working. It directly connected with the suppliers
and the buyers. Customer warehouses, food services and the distribution channels are the main
factors where the organisation found the clear place to operate the marketing strategies and
plans. The DSD system of Pepsi is also different as it allows to deliver the snaks and the
beverages to the retail stores and large customer goods services.
Promotion: as per the report published in 20110 the food services and vending sales
force distribution snacks, beverages, foods and the third party food services are creative
strategies are certainly identified in organisational context. More over the promotion tactics are
also adopted by organisation in terms of managing the promotion activities.
Application of marketing mix to the marketing planning process to attain business
Marketing mix plays vital role in terms of making the marketing strategies and plans in
effective manner. With the help of marking mix analysis the strategies which are associated with
analysing the strategies for demonstrating the planning process. The process of planning remains
centralised around the core mission and vision of organisation and there is a diversified
consumer strategies and plans prepared by organisation and managed by business for sustainable
development.
8

Similarities and dissimilarities of both discussion
It is seen that there is a similarities defined in both the organisations. Both Pepsi and
Coco Cola are the nearest competitors of organisation in terms of managing the operations and
functions of organisation (Wertime and Fenwick, 2011).
TASK 3
P4 Prepare and monitor a basic marketing plan for an organisation
COVERED in PPT
CONCLUSION
Marketing essential simply indicates towards the importance and tactics of making in
organisational context. This report is prepared to analyse the marketing functions and operations
which assist the organisational structure to promote goods and services fluently. Role of
marketing and the interrelation with other functional units of an organisation defined in
organisational context. There is an interrelation of marketing function with other department of
organisations are also defined in this context. Detailed and coherent evidence based markeing
plan is prepared to assist the marketing function. Elements of the marketing mix also defined in
this context. A basic marking plan is prepared to achieve the marketing goal and objectives.
9

REFERENCES
Books and Journals:
Conradie, E. S., Roberts-Lombard, M. and Klopper, H. B., 2014. The influence of eleven Ps: An
internal marketing and brand awareness perspective in a service environment. Southern
African Business Review. 18(1). pp.100-121.
Dudu, O.F. and Agwu, M.E., 2014. A review of the effect of pricing strategies on the purchase of
consumer goods. International Journal of Research in Management, Science &
Technology. 2(2) pp.88-102.
Hair Jr, J. F. and et. al., 2015. Essentials of business research methods. Routledge.
Lanier, P. and Lanier, M., 2017. Marketing Essentials for Independent Lodgings.
Malhotra, N. K., Birks, D.F. and Wills, P., 2013. Essentials of marketing research. Pearson.
McDonald, M. and Meldrum, M., 2013. The complete marketer: 60 essential concepts for
marketing excellence. Kogan Page Publishers.
Nguyen, B., Simkin, L. and Canhoto, A.I. eds., 2015. The Dark Side of CRM: Customers,
Relationships and Management. Routledge.
Oplatka, I. and Gurion, B., 2017. Teachers' perceptions of their role in educational marketing:
Insights from the case of Edmonton, Alberta. Canadian Journal of Educational
Administration and Policy. (51).
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications. 23(2). pp.195-218.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Preston, C., 2012. Event marketing: how to successfully promote events, festivals, conventions,
and expositions. Wiley.
Stokes, R., 2011. eMarketing: The essential guide to digital marketing. Quirk eMarketing.
Wertime, K. and Fenwick, I., 2011. DigiMarketing: The essential guide to new media and digital
marketing. John Wiley & Sons.
Fill, C., 2011. Essentials of marketing communications. Englewood Cliffs, NJ: Financial Times
Prentice Hall.
Gummesson, E., 2011. Total relationship marketing. Routledge.
10