Marketing & Communications in a Digital World - Portfolio Project 2022

This project delves into the dynamic realm of marketing and communication in the digital world, using Coca-Cola as a focal point. It meticulously examines the marketing mix elements, including product, price, place, promotion, process, physical evidence, and people, to understand their impact on a company's operations. The project then identifies research requirements and explores both primary and secondary research methodologies to inform effective marketing strategies. Furthermore, it culminates in the formulation of a detailed research plan for a product relaunch, outlining problem statements, objectives, research methods, timelines, and presentation of findings. The analysis underscores the vital role of communication in marketing and emphasizes the importance of collecting and analyzing both quantitative and qualitative data to comprehend consumer behavior and market trends. This comprehensive approach aims to provide insights into crafting successful marketing campaigns in the digital age, considering the evolving preferences and behaviors of consumers.

Marketing and
Communications in a
Digital World
Contents

INTRODUCTION ..........................................................................................................................3
Part 1................................................................................................................................................3
Marketing mix elements..............................................................................................................3
Part 2................................................................................................................................................5
Identifying research requirements ...............................................................................................5
Part 3 ...............................................................................................................................................6
Formulation of detailed research plan..........................................................................................6
CONCLUSION ..............................................................................................................................7
REFERENCES...............................................................................................................................8

INTRODUCTION
Marketing and communication in the digital world plays an important role in the success and
profitability of the company (Benson, 2022). Digital marketing is widely used by the managers
of the organisation in order to promote their product, services and brand image in the market to
the many customers all over the world. Marketing communication main propose in he digital
world is to give the brand, product and service awareness to the large number of customers
worldwide. The managers of the company can easily recognize unique proportion of value and
identifying target consumers. For the better understanding of marketing and communication in
the digital world, Coco Cola is taken into consideration. This company deals with the
manufacturing of the carbonated drinks and it is based in Georgia, United States.
The above report covers the an understanding the elements of marketing mix and its
impact on the operations of the company in a positive and negative way. Along with this it also
highlights detailed research plan formulation.
Part 1
Marketing mix elements
The Coca Cola is a reputed and well known company which have a strong brand loyalty
and popularity. Marketing mix is the set of action and tactics which helps the businesses in
promoting their product, service and brand in the particular and targeted market (Dunakhe and
Panse, 2021). Marketing mix main purpose is to analyse the right combination of product, price,
promotional techniques as well as distribution channel. It is going to aids in gaining sustainable
competitive advantage over others in the market or same industry. Marketing mix elements in
reference to Coco Cola is given below:
 Product: The product refers to the commodity or item which is offered to the people in
order to receive some particular amount of price in return. In reference to Coca Cola,
their first bottle is introduced in the market by them in year 1886. The design of the
first bottle of Coca Cola is considered as iconic classic design as well as appreciated all
over the world. Drink main feature was that the liquid along with carbonated water is
combined in order to make a delicious drink. It also have some negative impact as it is
made with some chemicals for making the drinks refreshing.

 Place: It is related to the location where the consumers procure goods or avail the
services in a particular manner (JEROME, 2021). In context to Coca Cola, at the
starting of their product launch they have offered their goods in the physical shops in
the form of syrup as the bottles came in the market in the later years. The people are
attracted towards the unique drink and wants to taste it, so it increases their sales and
revenue. Due to the lack of online channels and advertisement it impacts them
negatively also.
 Promotion: It is related to the method of communication with the large number of
customers by informing about the goods and services (Juska, 2021). In reference to
Coca Cola, they have use the traditional technique to promote and advertise their goods
art at the starting by billboards, handouts and television advertisements. It helps them in
reaching and attracting significant people. Along with this it also have some negative
impact as it this method is very time consuming and do not cover the large number of
population.
 Price: It is the main element of the marketing mix as it it important for companies
managers to analyse the price which the customers are ready to pay for a particular
product or services (Kundu, 2021). In Coca Cola, the normal price at which it is sold id
5 cents and at a particular day they sold an average of 9 bottles. They have used the
phycological pricing strategy at the starting of the launch of the product by determining
the behaviour of the customers which gives them the immense benefits. Whereas it
impacts negatively in the future in long run.
 Process: It is important for the companies to formulate customer-friendly, effective as
well as smooth journey of the consumers by streamlining their different processes in
proper and effective manner (MINCULETE and MINCULETE, 2019). In context to
Coca Cola, the distribution channel have developed by the mangers very well at the
starting of the product launch. The lack of effective marketing channel and
management of human resource at the beginning of the operations was challenging for
them.
 Physical evidence: It is related to the proof which assure customers about the product
and service quality offered by them (Munsch, 2021). In Coca Cola, the physical
evidence is given by them in the form of invoice and their promotion technique in an

effective and proper manner. Their drinks quality is appreciated with the large number
people whereas, the mixing of the chemical lowers their product quality and make a
negative image in the market.
 People: They are the key aspects of the marketing mix because they represent the
company by making interactions with large number of customers by quarries, enquires
and complainants in proper and effective way. In Coca Cola, there was a less human
resource in the starting of the product launch which impacts them negatively. With the
less employees they are able to produce millions of goods in effective and proper way.
Part 2
Identifying research requirements
Marketing research refers to the practice which is used by the marketers and helps in
evaluating the new product and service feasibility because it is directly conducted with the help
of consumes (Pencarelli, 2020). The particular research is taken into consideration to relaunch
their product and service in proper and effective way for the development of the marketing
campaign. The managers of the Coca Cola for making their marketing campaign conduct
research with the help of their consumers and workforce in a strategic way.
Primary source of research
It is related to the methodology which is applied by the researchers in order to gather data
related to the first-hand (Sayal, 2019). The primary research methods in context to Coca Cola
product launch is described below:
 Interviews: It plays an important role because large amount of information is collected
fro the set of sample data in an exponential way. It can be applied by the Coca Cola
manager in order to gain understanding of their workforce thinking related to the product
relaunching.
 Surveys: It is conducted with the help of virtual channels and it contains close-ended pre-
framed questions which have to be answered by managers in an effective and proper
manner. It can be used by the Coca Cola managers which is going to aids them recording
information from the huge amount of population regarding their perspective in an
effective way.

 Focus groups: This type of method is applied and used by the mangers in order to gather
the data from the lower set of people who are perfect and expert in their own field. It
should not be applied and used by the Coca Cola managers because for this method they
want expert view which can be taken from the secondary sources or past researches.
Secondary sources of research
this can be described as a collation, summary and synthesis related to the existing
research for performing data set analysis in proper and effective manner (Sharma, 2019). The
different type of secondary research methods in reference to Coca Cola is explained below:
 Organisational data: the information or data which is assessed with the help of using
pat data is known as reliable and it can be used or applied for effective decision making.
The organisational data sets of Coca Cola can be used by its managers in order to
determine their previous records and data for the product relaunching.
 Information sets from government archives: the agencies of the government gives
information and data related to the population, statistics and many other related aspects.
This sets of data and information cannot be considered helpful for Coca Cola because it
consist of huge data whose determination is difficult task for the managers to perform in
a effective way.
 Internet websites: It is known as a valuable source of garbing secondary information
for making difficult decisions in a proper and effective way. With the help of internet, to
analyse and determine the feedbacks and reviews of the people. It can be assessed by the
managers of Coca Cola by social media sites for their relaunch of the product.
Part 3
Formulation of detailed research plan
Research plan is important which help investigators in analysing, defining and identifying
the problem statement, achieving research project and outlining the project of research in
strategic way (Smyrnaios, 2018). This research is conducted by the managers of Coca Cola for
developing a marketing campaign for their product launch. Research plan in context to Coca
Cola is given below:

 Describing problem statement: This research plan is made by the Coca Cola managers
in order to overcome the issues of formulating a marketing campaign for the product
relaunching.
 Setting objectives: In order to develop proper and effective marketing campaign, it is
desirable for Coco Cola marketers to set its objective. The objective which can be set by
the Coca Cola mangers are mentioned below:
1. To make an effective campaign of marketing.
2. To ascertain the set of information, data and tools used in this research.
 Determining methods for conducting research: it is considered as imperative for the
managers of the Coca Cola to analyse the methods which are used and applied by them
in order to conduct effective research. Its managers use internet websites and conduct
interviews to collect the qualitative information and data.
 Establishment of a specified timeline: The managers of the company have to work by
keeping in mind the timeline while planning to develop their campaign of marketing.
This timeline is followed by all the people working in the company throughout the
project in order to attain success effectively and efficiently.
 Presenting of the findings: It is important for the managers of the company to present
their findings in order to develop their plans to formulate a marketing campaign in an
effective and proper way (Zaveri and Amin, 2019) . For Coca Cola it has seen that the
their unique television advertisement is a biggest strength to attract large number of
people from all over the world. Their weakness is their controversy regarding their
producing process and advertisement of their product.
CONCLUSION
From the above information, it is concluded that the communication plays vital role in the
activities of marketing in context to company. Marketing mix is important for the mangers of the
business because it helps them in making different strategies in effective way. It is considered
that for the organisational managers, it is imperative to collect quantitative as well as qualitative
information and data in order to analyse different aspects like customer taste, behaviour,
perspective and many more.

REFERENCES
Books and Journals:
Benson, K., 2022. Harnessing editorial storytelling for social media marketing: The ‘secret’to
success in the new digital world has deep roots in old media. Journal of Brand
Strategy. 10(4) .pp.298-310.
Dunakhe, K. and Panse, C., 2021. Impact of digital marketing–a bibliometric
review. International Journal of Innovation Science, (ahead-of-print).
JEROME, M.J., 2021. INTEGRATED MARKETING COMMUNICATION: Advertising and
Promotion in a Digital World. Routledge.
Juska, J.M., 2021. Integrated marketing communication: advertising and promotion in a digital
world. Routledge.
Kundu, S., 2021. Digital Marketing Trends and Prospects: Develop an effective Digital
Marketing strategy with SEO, SEM, PPC, Digital Display Ads & Email Marketing
techniques.(English Edition). BPB Publications.
MINCULETE, G. and MINCULETE, S., 2019. Approaches to Companies’ Personnel
Educationand Training in the Field of Digital Marketing. eLearning & Software for
Education, 3.
Munsch, A., 2021. Millennial and generation Z digital marketing communication and advertising
effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing
Science. 31(1) .pp.10-29.
Pencarelli, T., 2020. The digital revolution in the travel and tourism industry. Information
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Sayal, D., 2019. Digipedia: the basic guide to digital marketing and transformation. Notion
Press.
Sharma, A., 2019. Consumer behaviour and centennials. Marketing to Centennials in Digital
World. 37.
Smyrnaios, N., 2018. Internet oligopoly: The corporate takeover of our digital world. Emerald
Group Publishing.
Zaveri, B. and Amin, P., 2019. Augmented and virtual reality: Future of marketing
trends. MANTHAN: Journal of Commerce and Management. 6(1) .pp.16-25.