Arden University: Marketing Principles Report on Coca-Cola Mint Coke

This report provides a comprehensive analysis of the marketing strategy for Coca-Cola's new Mint Coke product. It begins with an introduction to marketing principles, including the marketing planning process, marketing orientation, and environmental scanning. The report then delves into a PESTLE analysis to assess the political, economic, social, technological, legal, and environmental factors impacting the product. It further examines the extended marketing mix (7Ps) and its contribution to effective marketing planning. The STP (Segmentation, Targeting, and Positioning) process is explored, including market segmentation for both B2C and B2B markets, targeting strategies, and product positioning. The report also analyzes the marketing mix (7Ps) in detail, considering relevant environmental factors and the target market. This report provides a detailed overview of the marketing plan for the new product.

PRINCIPLES OF
Marketing

INTRODUCTION
The process in which a company sells their products and services to the consumer and this
process also including promoting its product, advertising and market research. The purpose of
the Principles of Marketing is find out the usefulness of P'S . Its main P'S are price,place,product
and promotion. COCA-COLA is the company of soft drinks and beverages which was invented
in 19th century and owner of this company is John Stith Pemberton in Atlanta, Georgia. Coke
carbonated soft drink is the main product of coca-cola company but with time this firm has
introduced more products like Diet Coke, Caffeine free coca-cola, coca-cola Zero Sugar etc. This
project states about the new product of coca-cola which is Mint Coke which is healthy and zero
sugar product and also environmental friendly. In this project there is research of Marketing
planning and its strategy through which are product can be profitable to the company and
PESTLE analysis with the internal research of the company by which we can safe our product
from the challenges of the market.

Table of Contents
INTRODUCTION ..........................................................................................................................2
SECTION 1......................................................................................................................................4
PART-A Illustrating the components of the marketing planning process and explaining the
marketing context for the new soft drink with particular reference to the role/ and importance
of adopting a marketing orientation and its application to the business.....................................4
PART-B The brief of environmental audit in the form of PESTLE analysis for Mint Coke
product ensuring the detailed specific market related facts that are fully referenced with the
relevant micro-environment factors. Such as dominant competitors and recent competitors in
the industry .................................................................................................................................5
PART- C Illustrating the extended form of marketing mix and explaining the extended
marketing mix contribution to effective marketing planning.....................................................7
SECTION 2 STP..............................................................................................................................8
PART-A Explanation of how the market for the new soft drink product is segmented for
consumer (B2C) and business (b2b) markets. And also define the extended approaches which
shows the difference between B2C and B2B segmentation. ......................................................8
PART B Elaborated targeting method that is used for B2C market and primary target of the
company with the new product in terms of characteristics includes demographics,
behavioural, beneficial and lifestyle. .........................................................................................9
PART C Illustrate the term “positioning” and suggest how the new soft drinks product can be
positioned in the minds of targetted Market.............................................................................10
SECTION 3 Marketing Mix Analysis .........................................................................................11
PART-A With the help of table create the extended design of marketing mix (7Ps) for the
soft drink based on target market and consider the relevant environmental factors.................11
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

SECTION 1
PART-A Illustrating the components of the marketing planning process and explaining
the marketing context for the new soft drink with particular reference to the role/
and importance of adopting a marketing orientation and its application to the
business.
Marketing Planning is the process which clearly stated all the activities that will helps the
business with the goals and complete the work of the company on time.
 Scanning the Market Environment- In this company should scan all the favourable
and unfavourable factors within the environment and market like while studying about
the market environment the coca-cola will come across consumers demand and
discovering there new needs and then the firm can tale the opportunity to introduce its
new product Mint Coke.
 Internal Scanning- This is the process in which firm can identify the weaknesses and
strength within the company and can analyse competitive advantages and core
competencies(THIS, 2020). The environmental scanning can help company grab
opportunities for the new product Mint coke and also build strategies to overcome the
problems.
 Setting Marketing Objectives- This helps us to set the objectives and direction to the
business for the future actions. Like sales volume, market share, market standing,
innovation, profit and productivity etc.
 Formulating Marketing Strategy- This is the main element of marketing planning.
Like it has all the set of objectives, policies, marketing strategy etc. all made according
to the new product of coca-cola which is Mint Coke (Polk, 2018). This helps the firm to
achieve profit with the unbeatable and complete design plan.
 Developing Functional Plan- After the detailed plan there is one step left which is
functional plans which is for marketplace as the plan made of the product Mint code will
be performed by the company in the market. If Functional Plan fails the product is loss
for the firm coca-cola.
Marketing Orientation means that firm listen to the needs of the customers and how there urge
can be satisfied frequently and changes can be made for the targeted customer.

The Importance of Marketing Orientation
 Meet customer needs- The company tries to meet all the needs of the consumer through
products and services that matches completely to the urge of the consumer. The product
Mint Coke is an healthy product which has low sugar count and effects less to the
environment, this product has all the favourable features which a consumer will like in
the time period.
 Uncover opportunities before Competitor Firms- In the case of Mint Coke of the
coca-cola firm, the company should be careful before looking out the competition
because healthy products are trendy these days every firm like coca-cola want to grab this
opportunities and satisfy the need of targeted consumer (Verel,2020). Coca-cola should
have best leaders with best plan build for this problem.
 Avoid Strategic Mistake- Company should use latest technology for Mint Coke as this
product promises many new and trendy features but that shouldn't be cost which
consumer bares. Coca-cola has to work on R&D model and product development cost. So
the innovation price is not paid by the consumer. Market orientation team should keeps
all the phrases in mind for the new product Mint Coke.
PART-B The brief of environmental audit in the form of PESTLE analysis for Mint Coke
product ensuring the detailed specific market related facts that are fully referenced
with the relevant micro-environment factors. Such as dominant competitors and
recent competitors in the industry
PESTLE analysis all the external factors like Political, Economic,Social, Technological, Legal
and Environment factors which impact the running of the business.
Political Factor This is all related to the government being
involved in the economy which includes trade
restrictions, tariff,tax policy, environment law
and political stability (Diandra, 2019).
Example latest tiff between US and China can
effect the profit of coca-cola company if
company launched new product Mint Coke it
can face many challenges as market economy
is not stable and these policies differ from

country to country.
Economical Factor The factors which effect has economy effect on
the company's product and services and price
of companies operations. These includes
inflation rate, interest rate and foreign
exchange etc. The company coca-cola has
reportedly 8% profit on products like diet coke
and zero sugar coke. So product like Mint
Coke which has almost same features can also
be profitable for the company. Free trade in
many countries like Canada, Mexico helps to
earn more profit.
Social Factor Social factor means anything related to
consumer living in the society. Like age
distribution, career attitudes, health
consciousness and safety. Coca-cola company
has launched successful strategies to be
connected to the consumer like #sharecoke
campaign was mega hit in 2014, customizing
the bottles with the name of the consumer,
advertising on social media platforms etc.
These all social media strategies can be applied
for the new product Mint Coke. Millennials are
very effected by these kind of market tactics.
Technological Factor In simple words these factors mean Innovation
but in wider term these factors also includes
aspects like the cost of technological change,
technology incentives, R&D and automation
etc. The company like coca-cola has always
experimented on there product like with help

of latest technology (Patil and Khobarkar,
2019). Example launch of ready to drink frozen
beverage in Japan. The firm has also engage its
consumer on social networking sites while
launching new product which is Mint Coke
firm can create buzz in consumer by
highlighting its features of the drink which is
low sugar and healthy of the consumer to
drink. This all can done by latest interface and
connection to the online site with the help of
latest computer sets
Legal Factor These factors affects the price and demand of
the companies product which includes aspects
like consumer law, employment law,
discrimination law and health and safety law.
Company has faces trouble because of high
caffeine in there drinks within many countries,
company was once accused for less wages for
there labour union, racial discrimination in
employees etc. company should overcome
these problems before the new product goes in
the market so it do not affects the profit and
sales of the company. Negative publicity is
never good for the business.
Environmental Factor These factors includes how climatic changes
effects the growth and operations of the
company(Sudari,Tham and et,al., 2019).
Aspects of these factor can be ecological and
environmental aspects. Coca-cola company is
reported biggest consumer of freshwater in the

world. Company has reached to this level by
methods like RAIN and CARE they uses less
water as possible, they also uses solar energy
for electricity etc.
Micro-environment factors are under which company operates like customers, competitors,
suppliers, public and market intermediaries.
 Competitors- Every company enjoys monopoly but company faces competition in the
market as there is always an alternative of there product. Coca-cola has many
competitors like Fanta, Sprite, Red bull but biggest competitor is Pepsi co. as the
beverages and products are almost alternative of the company coca-cola.
 Suppliers- The company like coca-cola has wide supply chain as the company is very
big. Suppliers provide inputs in firms work as by supplying raw materials, tools,
equipments etc. Marketing Managers of the company maintains the cost of material and
supplies.
PART- C Illustrating the extended form of marketing mix and explaining the extended
marketing mix contribution to effective marketing planning.
The importance of marketing mix in effective marketing planning;
 Marketing mix is useful in new development product- As the product Mint Coke is the
new product of coca-cola company marketing mix gives many idea related to price of the
product, place where it should be launched,promotions where and to whom the
promotions should be done(Achinas,Euverink and et,al., 2019). Every design of the new
product is decided within the marketing mix process.
 Marketing Mix helps to increase product Portfolio- Whenever a company wants to
make changes in the product it has to increase the depth or product length and line, the
firm has to make minor changes. These certain alternation is done to enhance the product
portfolio and gives more profit to the business.
 It helps to be Unique- If the competitor firm is also launching new product which is
similar to the firm coca-cola then coca-cola should have unique set to promotional skills
which keeps the product Mint Coke in limelight and in the eyes of targeted customers.

 It helps to be dynamic in nature- If the market environment changes like recession or
loss in business then company should be prepared of the worst(Casañ,Llorens and et,al.,
2021). Marketing mix also has an elaborated ROI procedure which has features of
product needs and can be protected from the external environment.
SECTION 2 STP
PART-A Explanation of how the market for the new soft drink product is segmented for
consumer (B2C) and business (b2b) markets. And also define the extended
approaches which shows the difference between B2C and B2B segmentation.
Segmentation is the process divides the marketplace into segments, these are parts which
provide the company profit, potential growth, sales etc.
Business to Business (B2B) – In this process the company deals from each other directly. If
there is any transaction of goods and services between two firms is known as B2B.
Example,coca-cola and grocery store exchange goods.
Business to Customer (B2C) - In this process firm deals indirectly with the costumers. If there
is exchange of goods and services within the supply chain and it reaches to the costumer in the
end. Example, one person buying any product from the grocery stores.
Basis Business to Customer (B2C) Business to Business (B2B)
Quantity The firm coca-cola sells the
product indirectly to its
consumer. So in this case the
buyers set there buying
capabilities, as the costumer
decides the quantity consumer
needs to consume(Barik and
Kumar, 2018). Example, one
individual buys the Mint Coke
of coca-cola company from the
departmental store.
B2B deal is done between
shop keepers, grocery stores,
caterers, cinema halls etc. this
means there is direct dealing
with product bought by
businessman in bulk.
Cost The product of the company
bought buy customer is always
The products are bought by the
businesses in bulk as it denotes

High in comparison to B2B as
the customer buys the product
in less quantity that means
High price. Infact customer
has to pay additional tax.
that price will be Less. The
products sold in bulk always
has Low price as B2B deals in
large quantities which gives
them perk of Less price.
Duration The transaction between the
customer and company can is
for short period of time.
Example, if a customer buy
one bottle of Mint coke and
then the customer pays the
price for the product it bought,
that will be end of the business
between B2C.
The transaction between the
businesses and company is for
long period of time. Example,
the company sells its product
in bulk to the other businesses
on the contract basis, till that
the transaction is not complete.
The retailer and suppliers
dealing with various grocery
stores.
PART B Elaborated targeting method that is used for B2C market and primary target of
the company with the new product in terms of characteristics includes demographics,
behavioural, beneficial and lifestyle.
Targeting Methods can be defines by three ways:
 Profitability- Company needs to target those consumers who are willing to spend on the
product like Mint Coke, this product is specifically for health conscious people who
prefer low sugar products. So coca-cola needs to set plans for those areas who prefer
healthy products and some extra money to buy the product by this firm can earn more
profit by focusing on these areas(Sukma,Utami and et,al., 2019). Example, Millennials
and upper class society.
 Size- Targeted consumer needed to be segmented by the company. Coca-cola needs to
find right size of the market in which there targeted costumer is in reach. The product like
Mint Coke is specifically designed for healthy individuals. Example of this can be
Millennials.

 Reachability- The company needs to come up with plan in which it should be easy to
reach the targeted consumer. In this process the company figure out the way to reach the
targeted audience and makes difficult reach into easy reach. Firstly customer is targeted
by there taste and preferences. Company like coca-cola uses CACs for every targeted
segment of the consumer.
Characteristics of targeting on the basis of targeted customer:
 Demographic- The company first differentiate in costumers ,who will buy the product
and who will not on the basis of gender, age, occupation, educational level etc. The
product like Mint coke will be mostly sold to customer of young age
generation(Millennials).
 Beneficial- The big company like coca-cola always want to target every type of
consumer but its impossible on the basis of taste and preferences of every individual.
The company is giving benefits with the healthy features of the product and also this is
environment friendly too. The Mint Coke is beneficial for the consumer as coca-cola is
giving feature like healthy and environment friendly too.
 Behavioural – The company targets the consumer on the basis of there behaviour to buy
the product like what they buys, likeness, preferences etc (Wuryandani, Nugrahini and
et,al., 2018). The product like Mint Coke of coca-cola targets specific set of people, there
behaviour can be segmented by adapting healthy food and beverages and search for the
low sugar products on online sites.
 Lifestyle- The consumers are targeted on the basis of there living style. In the case of
product- Mint coke , people who do not hesitate to spend on healthy lifestyle and some
extra money on low sugar products. Example Rich people.
PART C Illustrate the term “positioning” and suggest how the new soft drinks product
can be positioned in the minds of targetted Market.
Market Positioning is the ability that influences consumer preferences in regards of product or
company relation to the competitors. The main objective of market positioning is to identify the
brand, establish the image of the firm and product which consumer utilize in a certain way.
The process of placing the new product in the Market:
 Identifying the competitors- First step is to identify the competitors, the coca-cola
company's main competitor is Pepsi co. so coca-cola will analyse all the products of that

company like all the soft drink, similar feature of the product or beverages, non-alcoholic
items etc. There is two type of competitors one is primary in which product are of same
class example cold drinks and other is secondary in which product other category
example beverages.
 Evaluation of competitors- In this second step the company has to evaluate when the
competitors products are bought by the consumers instead of coca-cola company's
product. Then the company see comparative view and work on the attributes.
 Determining the competitors positions- The company has to work on the relevant
attributes which is figure out in upper stage. In this scenario coca-cola company should
be clear about the brand image of there product in the eye of there targeted consumer.
 Analysing the customers- The company needs to analyse the behaviour of the customer
in the particular market segment. Such as, product class, customer lifestyle.
 Make the decision for positioning- company needs to make decision on the market
strategy, advertising and economical analysis.
 Monitor the position- Company needs to measure the position of the product. Example
advertising positioning of the Mint Coke in the market.
SECTION 3 Marketing Mix Analysis
PART-A With the help of table create the extended design of marketing mix (7Ps) for the
soft drink based on target market and consider the relevant environmental factors.
Marketing Mix (7Ps) Mint Coke
PRODUCT It is the item which is produced by the
company for there targeted consumer. In case
of Mint Coke- it is an health product created
for healthy people and using low sugar(Syafii
and Budiyanto, 2022). The company needs to
be aware about the needs and demand of the
consumer before the competitor firm, it can be
changed with time. The coca-cola company
also give additional; perks for attracting
consumer like warranty, guarantee , sales

online etc.
PRICE Cost of any product or revenue generated by
the product is known as price. Mint Coke has
drawbacks as it is limited to some certain
consumers marketplace. So it should at least be
reasonable in the price segment the Mint Coke
should be easily affordable by the consumer.
Price is very strong element of marketing
segment when it comes to competitors.
PLACE The place can be refereed to where product is
purchased by the consumer. Mint coke should
be made available at every platform by the
coca-cola company. Like online site, grocery
store, cinemas and vending machines etc.
PROMOTION The product at reasonable price should be
available at the right place but how consumer
will be aware with the help of right promotion
like through online advertising, posters etc.
PEOPLE The workers or staff of the coca-cola company
working on the consumers problem. The Mint
Coke is new so consumer can face many
challenge about the features of the product.
Connecting with consumer online, interacting
face-to-face and solving there issues about the
new product.
PROCESS In this process company has to perform an
smooth journey for consumer to reach easily to
the product. Any information or inquiry about
the product Mint Coke till making purchase

should be friendly and full ease.
PHYSICAL EVIDENCE This can be in form of tangible cues which
expresses the experience or reassurance of the
costumer of new product Mint Coke. Example
menus, online review etc.
CONCLUSION
This project states that that principles of marketing can be very helpful while launching a new
product in the marketplace. The company can use marketing planning process to analysis the
market, the importance marketing orientation also help the firm to evaluate the consumers needs.
The company analysis its macro (PESTLE) and micro-environmental factors to avoid any hurdle
before placing its new product in the market. The STP model which focuses on segmentation of
the market,then how company should select the targeted consumer and meet consumers needs
and at the last the company give position to the new product in the segmented market. The 7Ps
gives the extended design of marketing mix which helps company to compete the environment
factors and to reach the targeted market.

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