Coca-Cola's Digital World Relaunch: Marketing, Research & Planning

This portfolio examines Coca-Cola's product relaunch strategy in a digital world. It delves into the marketing mix elements, including product, price, place, promotion, people, process, and physical evidence, analyzing how these factors influence the relaunch of Coca-Cola's old formula. Various market research methods, such as surveys, interviews, observations, and competitive analysis, are evaluated, with a focus on the suitability of surveys for understanding customer preferences. The portfolio also outlines a detailed marketing plan, encompassing research, brand summary, target audience identification, situational analysis using SWOT, marketing objectives, marketing strategies, and implementation tactics, providing a comprehensive approach to relaunching Coca-Cola effectively. Desklib provides similar solved assignments for students.

Marketing &
Communications in
a Digital World

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Discuss the marketing mix of coca cola with the initial launch of the products of the company
.....................................................................................................................................................1
Identify the various research methods in order to market the product in successfully in the
market..........................................................................................................................................3
Conduct the marketing plan .......................................................................................................4
CONCLUSION................................................................................................................................6
TASK 2 ...........................................................................................................................................6
Presentation .....................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
The marketing and communication is the most important aspect for the business
organization in order to attract customers in an effective and efficient manner. The business
enterprise need to make different strategies in order to communicate about the products or
services. As in this digital world and changing technology it is very significant for the marketers
to identify different ways to communicate. The digital marketing plays vital role for the
company in order to have an competitive advantage. Marketing is all about communicating about
the products or services to the customers with various digital techniques. This is the report which
is based on coca- cola company. The company is trying to relaunch with the old formula of coke
inducing the sweeter version in taste for the customers(Strycharz, and et. al., 2019). This report
will include various topic such as marketing mix, carry out the market research and at last the
marketing plan.
MAIN BODY
Discuss the marketing mix of coca cola with the initial launch of the products of the company
It is very important for the business organisation to identify the different elements of
marketing mix in order to communicate of the product or services to its customers. The
marketing mix is the tool which is used by the company in order to identify the different
strategies and the people involved within the organisation to market the product. The various
elements in context of cola cola is mentioned below;
 Product- This is defied as the item which is offered by the company to its customers in
order to earn profits. There are variety of products of the coca cola which is offered by
the company to its customers in the beverage sector. In 1886 the first bottle of Coca cola
was launched. The company launched a new coke in 1985 with the different formula.
This was not preferred by the customers. So the company is relaunching the coca cola
with the same formula which is initially launched by the business organisation(Marino,
and Lo Presti, 2019).
 Price- This is defied as the cost which is paid by the consumers in return of the purchase
of the product or service. As the closest competitor of the coca cola is Pepsi where the
company need to take care of its prices in order to be effective and efficient within the
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market. The prices of the coca is not too high which cannot be reach of the average
customers and it is not too low which creates an impression of low quality of product. It
has been identified that the coca cola pricing strategy is aimed at driving towards the
brand loyalty.
 Place- This is defied as the distribution channel of the company in order to make
available of the products or services to it customers. It has been identified that coca has
an extensive beverage distribution system. As the coca cola company sells approximately
1.9 billions of serving each day. The company has relied on its bottling partners for the
packagings and distribution of its products. There are various distribution network for the
company such as grocery stores, retail stores, restaurants , street vendors, amusements
parks, movie theatres etc. these are the channels where the company make the products
available and these vendors sells the product of coca cola(Labanauskaitė, Fiore, and
Stašys, 2020).
 Promotion- This is defied as the various techniques in order to promote of the products
or service into the market. The coca cola uses various strategies in order to promote the
product because of the high competition in the market. The company uses television
advertisements are its biggest promotional tool in order to attract customers. Also there
are various promotional videos over You tube which helps the company in attracting the
large number of customers through internet. Coca cola is also investing in corporate
social responsibility and sustainability in order to develop s sustainable supply chain and
manufacturing network. This emphasizes on the brand image of the business
organisation(Samoggia, Bertazzoli, and Ruggeri, 2019).
 People- This is the factor which is related to the people or staff members involved in
order to achieve the goals and objectives of the business organisation. Coca cola are large
number of employees and the company concentrates of the strategic human resource
management. This employees employees to develop themselves and work in an effective
manner to achieve the goals and objectives of the business organisation.
 Process- This is the most important element of marketing mix for the companies in order
to implement the appropriate marketing strategies to achieve growth and success. The
coca cola company sells the concentrates and syrups which is produced in its
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concentrated operations to its bottling partners. This is considered as the main source of
the company in order to generate revenues(Schultz, 2020).
 Physical evidence- This is defied as the evidence of the brand in order to sell the quality
of products. The coca cola's physical operations are spread out globally. The physical
evidence of the company is its manufacturing operations and as well as its headquarters
and regional offices which are present all over the globe.
Identify the various research methods in order to market the product in successfully in the market
It is very important for the marketers to analyse the market and various strategy in order
to develop marketing campaign. The company need to adopt to the various research methods
before relaunching of the product in the market. In context of Coca cola as the company is
relaunching its old coke in the market because the new coke was not preferred by the customers.
The various research methods are discussed below:
 Surveys- This is considered as one of the most Common research method which is used
by the business organisation in order to identify the taste and preferences of the customer.
This is the most important technique which can be taken into consideration in order to
know its customer base. The survey includes the piece of paper with number of questions
which can be get filled by people. This will help the marketer to know the majority of
preferences of customers. In this type of research method the company can focus on
analysing the most important questions which are helpful for the market of the product of
the company(Schultz, 2020).
 Interviews- This is another type of research method which is taken into consideration by
the business organisation. In this the marketer need to interview people so that they can
understand the customers in a batter way to develop the strategic marketing campaign
and communicate effectively. In the face to face interviews the market is able to capture
the emptions r behaviour which can be analysed and it will help in better
underdetermining customers. This is the research method which is considered as costly
because it requires skilled staff members which need to take interviews.(Tanase, 2020).
 Observations- This is the another research method which is taken into consideration by
the business organisation. In this type of the method the marketers need to observe the
purchasing behaviour in order to identify their preferences. This observations includes
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when the customers are purchasing they can be observed by the sales person which help
in order to identify the different strategies which can be adopted in order to gain
competitive advantage.
 Competitive analysis- This is the research method which is taken into consideration by
the business organisation in order to have the market insight to make a strategic and
effective marketing campaign. This is the method where the marketer focus on collecting
the information of market in order to analyse that to produce effective marketing
campaigns(Le, and Ratten, 2021).
In context of coca cola the surveys is considers as the best and appropriate techniques in
rider to identify the customer base. The survey can be conducted by the market of the company
where they will be able to analyse the preferences of consider. This is the most effective research
method which will help the company to make the marketing communication strategy for
attracting customers. As the coca cola is relaunching is old coke in the market with the use of the
old formula which as preferred by the consumers. The survey will help the coca cola to get to
know how many customers are preferring the old coke versus new coke and this will help the
company to develop the marketing campaign according to the preferences of customers.
The observations, interviews is not selected because these methods are not considered as
an appropriate method for the company in order to gain competitive advantage. The interviews
is considered as the costly method for the company which is not beneficial for the company.
These methods for coca is not appropriate as they cannot provide with the competitive
advantage and in analysing the customers and their choices.
Conduct the marketing plan
From the above research methods it is very important for the company to develop a
marketing plan which will help the company to market its products in an effective and efficient
way. The marketing plan is conducted below in context of coca cola;
 Conduct research- This is the first step for the marketer where it need to conduct the
research in order to identify the customer base. This can be conducted using the survey as
a research method. It is very important for the coca cola company to analyse the market.
 Brand summary- the coca cola company is relaunching its old coke in the marketer As
after the invention of new coke in the market it was analysed that the new coke was not
preferred by the customers because of its taste. The company is planning to relaunch the
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old cola cola in the market with the sweeter taste and change in its ingredients.. the
company need to make a strategic marketing plan in order to communicate of the
relaunch of the product to its customers.
 Target audience- it is very important for the company to target the right audience for the
marketing communication. In order to develop the communication strategy the company
need to plan who are the target customers. In context of coca cola the targeted customers
are the people between the age group of 15- 40. it has been identified that these kind of
beverages are mostly prefer by the youth. It is identified that the main target audience for
the company are the youngsters(Bashirzadeh, Mai, and Faure, 2022).
 Situational analysis- This is the step where the company ned to conduct the SWOT
analysis in order to know its strength and weakness to identify and grab the opportunities
available in the market. It has been identified that the coca cola is the most leading bran
in the beverages and the tough competitor for the company is Pepsi. It is very important
for the company to analyse the current trend in the market.
 Marketing objectives- This includes the various objectives which need to be identified
by the company in order to achieve them effectively. The main objectives is to make
aware of the old coke in the market. In order to create the sustainable performance by
develop and maintaining the quality of the product.
 Marketing strategy- It is very important for the company to develop the marketing
strategy which will include the use of the digital techniques in order to promote the
product. In context of coca cola the company can use the various marketing strategy by
developing into digital platforms which will help in influencing customers in an effective
an efficient way(Jiménez-Marín, Galiano-Coronil, and Tobar-Pesántez, 2021).
 Tactics and implementation- This includes the various tactics and implementation of
the action plan in order to achieve the goals and objectives in an effective and efficient
manner it is very important step for the company to evaluate on the steps taken and the
strategy which is considered in order to communicate of the products or service within
the market.
CONCLUSION
From the above report it has been concluded that it is very important for the company to
adopt to the various digital marketing communication tools in order to attract customers. In this
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modern world the digital platforms and the communication is becoming the important aspect for
the company. In context of coca cola as the company is planning to relaunch its old coke in order
to attract customers.
TASK 2
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REFERENCES
Books and Journals
Bashirzadeh, Y., Mai, R. and Faure, C., 2022. How rich is too rich? Visual design elements in
digital marketing communications. International Journal of Research in Marketing,
39(1), pp.58-76.
Jiménez-Marín, G., Galiano-Coronil, A. and Tobar-Pesántez, L.B., 2021. Organizational
communication and social marketing strategies targeting Spanish consumers of fashion.
Sustainability as a form of happiness management. Corporate Governance: The
International Journal of Business in Society.
Labanauskaitė, D., Fiore, M. and Stašys, R., 2020. Use of E-marketing tools as communication
management in the tourism industry. Tourism Management Perspectives, 34, p.100652.
Le, N. and Ratten, V., 2021. Digital Marketing and Social Entrepreneurship in Vietnam. In
Developing digital marketing (pp. 41-64). Emerald Publishing Limited.
Marino, V. and Lo Presti, L., 2019. Disruptive marketing communication for customer
engagement. The new frontiers of mobile instant messaging. International Journal on
Media Management, 21(1), pp.3-23.
Samoggia, A., Bertazzoli, A. and Ruggeri, A., 2019. Food retailing marketing management:
social media communication for healthy food. International Journal of Retail &
Distribution Management.
Schultz, D.E., 2020. From Advertising to Integrated Marketing Communications. In A Reader in
Marketing Communications (pp. 10-40). Routledge.
Schultz, D.E., 2020. From Advertising to Integrated Marketing Communications. In A Reader in
Marketing Communications (pp. 10-40). Routledge.
Strycharz, and et. al., 2019. Contrasting perspectives–practitioner’s viewpoint on personalised
marketing communication. European Journal of Marketing, 53(4), pp.635-660.
Tanase, G.C., 2020. New Technologies in Marketing as Competitive Advantage. Romanian
Distribution Committee Magazine, 11(2), pp.28-32.
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