Marketing Essentials Report: Role of Marketing and Marketing Mix

This report, submitted by a student, analyzes marketing essentials within an organizational context. Part 1 explores the fundamental concepts of marketing, including needs, wants, demands, and the five marketing concepts (production, product, selling, and marketing). It outlines the roles and responsibilities of marketing managers and examines the interrelationships between marketing and other functional units. Part 2 delves into the 7Ps of the marketing mix and showcases its application through comparative analysis of two organizations. The report culminates in the creation of a comprehensive marketing plan, incorporating an action plan and methods for monitoring and evaluating progress. The assignment demonstrates a clear understanding of marketing principles and their practical application in a business setting, providing a detailed overview of marketing strategies and their impact on business objectives.

INTERNATIONAL SCHOOL OF
MANAGEMENT & TECHNOLOGY
ASSIGNMENT COVER SHEET
STUDENT DETAILS
Student ID Reg No.
Family Name Hamal Given Name Manish Hamal
Enrolment Year 2019 Section A
Semester 1 Email [e-mail]
UNIT DETAILS
Unit Title Marketing Essentials Unit Code R/508/0486
Assessor Name Pawan Adhikari Issued Date 24th December 2019
Assignment Title Understanding marketing essentials
Assignment No 01 Submission Date 5th feb 2021
Qualification BBA Campus ISMT

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STUDENT ASSESSMENT SUBMISSION AND DECLARATION
When submitting evidence for assessment, each student must sign a declaration confirming that
the work is their own.
Student Name Manish Hamal Assessor Name Pawan Adhikari
Issue Date 24th December 2019 Submission Date 5th feb 2021
Programme
BTEC HND in Business
Unit Name Marketing Essentials
Assignment Title Understanding marketing essentials
Plagiarism
Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs and students
who break the rules, however innocently, may be penalized. It is your responsibility to ensure
that you understand correct referencing practices. As a university level student, you are expected
to use appropriate references throughout and keep carefully detailed notes of all your sources of
materials for material you have used in your work, including any material downloaded from the
Internet. Please consult the relevant unit lecturer or your course tutor if you need any further
advice.
Student Declaration
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I certify that the assignment submission is entirely my own work and I fully understand
the consequences of plagiarism. I understand that making a false declaration is a form of
malpractice.
Student signature: Date:
Pearson Education 2018
Higher Education Qualifications

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Part 1 Scenario
You are working in a trading company as a junior marketing manager. As a part of PDP you
have to produce some evidence that you are learning and improving continuously. One of the
ways to show such evidence is that you write some articles which will be published in a
magazine published. This time you are thinking of writing an article which will help readers
understand the role of marketing and how it interrelates with other functional units of an
organization. You are writing an article based on your own reading and work experience at the
trading company.
The article will include the following:
 Introduction to the concept of marketing.
 An overview of the different marketing processes.
 Explain the key roles and responsibilities of the marketing function and analyse the
roles and responsibilities in the context of the marketing environment.
 Explanation of the role and responsibilities of a marketing manager in the context of
the organization and analyze the significance of interrelationships between marketing
and other functional units of the organization.
 Write few paragraphs as concluding remarks that critically analyze and evaluate the
key elements of the marketing function and how they interrelate with other functional
units of an organization.
Part 2 Scenario
Imagine that you have been appointed as the new Marketing Manager for the trading company.
The first objective you have been set is to research the competition and produce a marketing plan
based on your findings. This part of the assignment has two sections:
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Section A:
Based on your research, compare how [Organization A] and [Organization B] use the various
elements of the 7Ps marketing mix. This will be submitted as a briefing paper for the marketing
team.
The briefing paper will explain how the marketing mix and marketing process is used to achieve
business objectives, relating to the two chosen organisations. This research will inform your
situational analysis and enable you to formulate marketing goals and objectives for your
organisation based on the comparative findings. This will also evaluate different tactics applied
by organisations to demonstrate how business objectives can be achieved.
Section B:
Produce a marketing plan to meet marketing goals and objectives. The marketing plan should
include all elements of the 7Ps marketing mix, with an action plan and measures for monitoring
and evaluating progress and meeting of goals and objectives.
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Contents
PART: 1....................................................................................................................................7
Concept of Marketing......................................................................................................................7
Roles and responsibilities of marketing manager in an organisation:...........................................19
Some of the elements of marketing functions:...........................................................................21
Interrelationship between marketing and other functional units of the organisation:...................22
Conclusion:....................................................................................................................................25
PART: 2.........................................................................................................................................29
Marketing mix:...........................................................................................................................29
The 7ps of marketing:................................................................................................................29
Marketing mix of Coca Cola Company:........................................................................................32
Tactics applied in achieving business objectives: (Ingram, 2021)................................................34
Marketing plan:..............................................................................................................................35
Conclusion:....................................................................................................................................44
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Acknowledgement
This project has needed a lot of commitment from me. However, without the generous support
and assistance of many individuals and organizations, it would not have been possible. I'd like to
express my deepest gratitude to each and every one of them.
I am extremely grateful to Pawan adhikari for his encouragement and continuous oversight, as
well as for providing necessary project details and for his assistance in completing the project.
I'd like to express my gratitude to my parents and members of ISMT for their support and
motivation in helping me finish this project.
I'd like to express my heartfelt gratitude and appreciation to those in the industry who have given
me their time and energy.
My gratitude and appreciation also extend to my project development colleague and those who
have volunteered to assist me with their skills.
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PART: 1
The role of marketing and how it interrelates with other functional units of an organization.
Concept of Marketing
The art and science of selecting target
market and attracting, holding, increasing
customers through creating, delivering and
communicating superior customer value is
known as marketing. Dr. Philip Kotler
defines marketing as “the science and art of
exploring, creating, and delivering value to
satisfy the needs of a target market at a
profit". Marketing identifies unfulfilled
needs and desires. Marketing is not only
about publicity, advertisement and sales
techniques but in overall marketing is
identifying the right customer segment,
design, develop and produce a product as
per the customer need. Nevertheless,
marketing is not solely a function of profit-
driven businesses; even public organizations
such as hospitals, schools, and museums
engage in marketing in some capacity.
Within the broader area of marketing,
merchandise sales is more focused with
boosting the sale of goods and services to
consumers (i.e., retailing) and is therefore
more associated with free-market
economies. (Grayson, 2021)
Marketing and Marketing concepts both are
related with:
NEEDS: Needs is something that people live
the stable happy and safe life. Needs can be
objective and physical like need for water,
food, accommodation. Likewise needs also
can be subjective and psychological like
self-esteem, social group etc. Education and
healthcare have become an increasingly
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important element of today's needs. In
general, things that fall under the necessities
category do not need to be pushed.
Instead, the customer purchases it on their
own. However, in today's difficult and
competitive market, so many businesses
have created the same offering to meet the
customer's needs that even the "needs
category product" must be pushed into the
customer's head.
Agriculture, Real Estate (land always
appreciates), FMCG, and other examples of
requirements category items or sectors
(Bhasin, 2021)
WANTS: Wants are simply desire or
peoples wish. This is not a basic need for
survival rather it is shaped by culture and
tradition, groups etc. Wants are one point
ahead of needs, and they are mostly
dependent on the human needs. People, for
example, require bathing. However, they all
take baths with the nicest soaps. As a result,
desires are not a necessary aspect of life.
People do not require a pleasant smelling
soap, but they will use it since it is wanted.
(Bhasin, 2021)
DEMANDS: demand refers to the
consumer’s desire and ability to purchase
the goods and services available in the
market. When a person desires something
high-end but also has the financial means to
acquire it, his desires are transformed into
demands. Desire is the fundamental
distinction between desires and demands. A
customer may want something, but he or she
may not be able to get it. (Bhasin, 2021)
Examples of demands are cruises, BMWs,
and five-star hotels.
FIVE CONCEPTS OF MARKETING:
PRODUCTION CONCEPT:
Production concept believes in favor of
availability of product and equally
affordable. It is all about mass production
and distributions or in simple producing
more and earning more. The production
concept emphasizes the company's capacity
to raise output while reducing costs.
Companies that opt to shift their product's
manufacture elsewhere are an excellent
example of this concept—lowering the cost
of production while increasing profits. The
products can typically be sold for a reduced
price with this strategy, which appeals to
many buyers; nevertheless, there is usually a
tradeoff in terms of lower quality in the
finished products. (Shaw, 2021)
ASSUMPTIONS:
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The interest of the customer is availability of
the product.
Consumers concern is low price.
SITUATIONS WHERE THE CONCEPT
WORKS:
Demand must be higher than the supply
Products cost need to be decreased if it’s
high in order to expand the market.
LIMITATIONS:
Less importance to customers
Quality is not major focused.
Competition and society factors are not
considered.
PRODUCT CONCEPT:
Since production concept was globally used
then the new concepts arrived which gave
more attention to quality, performance,
unique features. Hence companies focused
on improving products continuously. In fact,
its concept is provide quality products in
market at low price and earn a profit. (Shaw,
2021)
ASSUMPTIONS:
Consumers prefer the well made products.
Consumers make good feedback of the
quality products.
SITUATIONS WHERE THE CONCEPT
WORKS:
Where customers are unknown or unaware
of the product but appraise after using it.
Where customer trust in an organization and
their quality.
LIMITATIONS:
Marketing myopia- It is sort sightedness
where the company cannot see the consumer
requirements. The company only distributes
those products which they feel the consumer
require.
The company looks to its own vision but not
the consumer’s interest preference i.e.
looking at the mirror not at the window.
Quality is define by the company not the
customers.
Consumers given less weightage.
SELLING CONCEPT:
This is highly risk program as companies
make effort to large sale transactions and
promotion effort. This concept is practiced
with unsought goods i.e. to those goods
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which customers normally do not think of
buying. Also this concept does aim to build
long term and profitable relationships.
Company’s production is more focused than
the customer needs. Marketers believe that if
customers don't like a company's product,
they'll buy something else and forget about
their previous purchasing experience if they
use this method. The entire sale notion is
founded on the erroneous premise that
shoppers do not recall their previous
purchasing experiences. (Shaw, 2021)
ASSUMPTIONS:
Buyers show the buying resistance.
Company should have available selling and
promoting tools to stimulate more buying.
SITUATIONS WHERE THE CONCEPT
WORKS:
Practiced with the unsought goods (like
insurance, encyclopedia etc.)
Also practiced in the nonprofit area by fund
raisers, political parties, and college
admission offices.
LIMITATIONS:
The bad news travels fast in case of
consumer dissatisfaction.
Consumer’s needs and wants are not looked
or focused.
Society is not considered.
MARKETING CONCEPT:
This concept is about achieving goals
through satisfying consumer needs and
wants by their target market. This concept is
all about understanding customers and
providing right products for customers. It
undertakes activities such as market
research. This concept is founded on the
notion that buyers purchase things that meet
their needs. Companies that follow the
marketing concept conduct consumer
research to learn about their needs and
wants, and then design goods that better suit
those needs and wants than their
competitors. The company establishes a
client relationship, becomes lucrative, and
gains goodwill in this manner. Despite this,
many businesses succeed by adhering to
different ideas. The concept chosen is
entirely determined by demand, supply, and
the requirements of the parties involved.
(Shaw, 2021)
ASSUMPTIONS:
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Consumers are the kings of the market and
they are always right (Shaw, 2021).
BASES:
Company targets the market to satisfy their
consumer needs.
Company also makes an integrated
marketing.
Long term profitability is considered unlike
the selling concept which is short term
profitability and exchange is ultimate goal
(Shaw, 2021).
LIMITATIONS:
Society is not considered as the consumer
demands are most important factor of the
organization. For example: liquor is harmful
for a society but as per the consumer
demands it is distributed in the locality
expecting long term profitability.
SOCIETAL MARKETING CONCEPT:
The societal marketing concept defines
“marketing strategy should deliver value to
customers in a way that maintains or
improves both the consumer’s and society’s
well-being” It should deliver the superior
value to consumers so that it maintains and
improves the relation between consumers
and society wellbeing. For example, in the
late 1980s McDonalds instituted and
publicized a number of environmentally
positive steps in its domestic operations. It
reduced consumptions for instance by using
light weight papers, straws, cardboard
packaging. Also adidas started to provide
better pay for the workers in under
developing countries. (Shaw, 2021)
ASSUMPTIONS:
All community is a part of business as this
concept brings the responsibility towards the
society.
LIMITATONS:
There’s a less profit as it does not considers
the profit as a main goal through harming
the society.
OVERVIEW OF DIFFERENT
MARKETING PROCESS:
Marketing process is an ultimate relation
between the companies and the customers to
create a value and in order to satisfy them. It
includes the ways to create the value of the
product and satisfy their requirements.
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As per Philip cotler,” marketing
process consists of analyzing marketing
opportunities, research and select target
markets, marketing design strategies, plan
marketing programs and organize,
implement and control the marketing effort”
MARKETING PROCESS:
SITUATION ANALYSIS:
It is the process of identifying the perfect
market in order to satisfy the requirements
or needs of the customers. The organization
should figure out ability to operate in its
environment aspects and should figure out
all the customer needs, wants before starting
the business. Furthermore, organizations
should also analyze its internal and external
environment or micro or macro
environment. A situation analysis is an
examination of a company's internal and
external elements. It examines a company's
competencies, customers, future customers,
and business environment, as well as the
influence they have on the company. A
scenario analysis is an important component
of any business plan, and it should be
reviewed regularly to ensure that it is up to
date. (lake, 2021)
Frameworks that can be used to compose
situation analysis: (lake, 2021)
1. 5C analysis:
5c analysis is the analysis of customer,
competitor, climate and company where
company refers to internal and external
environment. Whenever company wants to
expand its product and has made its
marketing strategies then this 5C analysis is
used as a parameter to check whether the
decision made is correct or not.
Customer: The Company should be able to
communicate all the unique features of their
product and services to fulfill the need of the
consumers as per their targeted market.
Feedback should be collected form the
market so that the improvement can be made
(Post, 2021).
Company: company generally refers to its
internal and external environment and also
its brand value. The company should deliver
their product consistently so that their brand
equity can build in the market (Post, 2021).
Competitor: the company should analyze its
competitor in its target market. It should
focus on three major areas i.e. firstly it
should identify its competitor, secondly it
should compare the product with the
competitors product where opportunities to
improve their product can be done and lastly
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and the threat of its competitor in the near
future (Post, 2021).
Collaborators: collaborators are those who
have shared interest in the growth of the
organization. They also get benefited
directly or indirectly through the company’s
growth and its profit. Distributors, suppliers
and alliances are the closest to the
consumer’s .So the information given by
them can be very useful to the organization
to explore its opportunities (Post, 2021).
Climate: Climate is also known as the
analysis of PEST. It is the analysis of macro
or external environment which can affect the
small of big organizations.
2. PEST analysis:
PEST is the analysis of external
environment i.e. political, economic, social,
and technological. PEST Analysis is a
measurement tool for assessing markets for
a specific product or business over a specific
time period. Political, Economic, Social, and
Technological (PEST) variables are
acronyms for Political, Economic, Social,
and Technological factors. Organizations
can make better business decisions after
analyzing these aspects. By examining
numerous aspects that may influence a
business, such as political, economic, social,
and technological, PEST Analysis assists
businesses in making better business
decisions and increasing efficiency. Making
strategic company decisions, planning
marketing operations, product development,
and research are all aided by PEST analysis.
SWOT analysis (Strengths, Weaknesses,
Opportunities, and Threats) is a similar
concept. (Post, 2021)
Political analysis: the government rules and
regulations or policy such as tax levy, FDI
etc. can affect the business. So the business
should analyze the political factors. This
aspect examines how government laws and
legal challenges affect a company's capacity
to be profitable and successful. Tax rules,
copyright and property law enforcement,
political stability, trade restrictions, social
and environmental policy, employment
legislation, and safety standards are all
factors to consider. Companies should think
about their local and federal power
structures, as well as how projected power
shifts might effect their operations. (Post,
2021)
Economic analysis: Their business may face
economic problems such as crisis, recession
etc. so Firms should be able to predict such
crisis to save their losses. The economic
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element looks at external economic factors
that can influence a company's success.
Look at interest rates, currency rates,
unemployment, GDP, credit availability, and
the rise and collapse of the middle class for
this analysis. (Post, 2021)
Social analysis: The Company should
analyze the current fashion or trend in the
market in order to survive in the market. A
firm can use the social factor to examine the
socioeconomic environment of a certain
industry's market in order to better
understand how consumer requirements are
formed and what drives them to make a
purchase. Demographics, population growth
rates, age distribution, attitudes toward
work, and job market developments are all
things that should be looked into. (Post,
2021)
Technological analysis: The business should
be aware of the new devices and
technologies and adapt it with its rapid
development which can help to grow their
business as per the consumer needs and
wants. Technology plays a big role in
business, and it can have a beneficial or
negative impact. A marketplace's ability to
respond to new products, technologies, and
services might be difficult, therefore it's
critical to evaluate technology from various
perspectives.
3. SWOT ANALYSIS:
Source: (Wang, lau and Zhao, 2021)
SWOT analysis is the analysis of the
company’s strengths, weakness,
opportunities and threats of the company
where strength is the advantage of the
organization, weakness is the area that
company can improve, opportunities is the
external factors that can contribute the
company and build up the strengths and
threats are the risks or problems that can be
caused in the near future by external factors.
The fundamental goal of a SWOT analysis
is to assist firms in developing a complete
understanding of all the aspects that go into
making a business decision. This strategy
was developed in the 1960s by Stanford
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Research Institute's Albert Humphrey as part
of a project to determine why business
planning frequently failed. Since its
inception, SWOT analysis has proven to be
one of the most important tools for
entrepreneurs looking to start and grow their
businesses. (Schooley, 2021)
MARKETING STRATEGY:
Marketing strategy is a whole plans or goals
made to sell their product in a competitive
market to earn a potential profit and to
sustain their business. Marketing strategy
should be drawn from the market research.
A marketing strategy differs from a
marketing plan in that it specifies the broad
direction and goals for marketing. A
marketing plan, on the other hand, outlines
the particular steps you'll take to put your
marketing strategy into action. A marketing
strategy might be created for the next few
years, whereas a marketing plan usually
outlines the techniques to be implemented
this year (lake, 2021).
Once the analysis is made the company
should now make an effective marketing
strategy.
MARKET SEGMENTATION:
Market segmentation is the process of
identifying and splitting different parts of
the market having similar wants and desires.
The following re the categories of the
market segmentation
Source: (Yesbeck, 2021)
Geographic segmentation:
Region-country, state
Size of area:-according to size population
Population density:-urban, suburban, rural
Climate:-according to weather patterns
Demographic segmentation:
 age
 gender
 occupation
 family size
 income
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 religion
 social class
 Psychographic segmentation :( split
customers according to their
lifestyle)
 activities
 interests
 opinions
 attitudes
 values
 behaviouralistic segmentation:(based
on actual customer behavior towards
product)
 benefits sought
 usage rate
 brand loyalty
 readiness to buy
 user status: first ,regular
 occasions: holidays, events
TARGET MARKET:
Target market is all about evaluating
potential profits from segments and deciding
which segments to focus on. In order to
target the best segments, the following
factors should be considered: (jobbling,
2021)
 Look at the profitability of each
segment and find out which group
contributed the most profit.
 Analyze the size and potential
growth of each customer group.
 Think carefully how well
organisation can service this market.
MARKET POSITIONING:
It crafts a story about the product in the
minds of customer. There are 3 types of
positioning that are key in positioning the
brand:
FUNCTIONAL POSITIONING- focused on
the aspects of the product or services that
can fulfill consumer needs and desires. It
resolves problems, provide benefits to
customers, or get favorable perception by
investors and lenders (jobbling, 2021).
SYMBOLIC POSITIONING- It is based on
the characteristics of the brand that fulfill
customer self-esteem. It addresses self-
image enhancement, ego identification,
belongingness and social meaningfulness,
and affective fulfillment
EXPERIENTIAL POSITIONING-is based
around the characteristics of the brands that
stimulate the sensory or emotional
connection with the customers. Self-image
enhancement, ego identification,
belongingness and social meaningfulness,
and affective fulfillment (lake, 2021).
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MARKETING MIX DECISIONS:
Marketing mix is combination of price place
product and its promoting activities. It’s
simply known as 4ps. Marketing decisions is
based on 4 categories. They are: (lake, 2021)
Product:-It’s the goods delivered by the
company to it customer in the target market.
It includes brand name, quality, styling,
safety packaging.
Price:-It is the amount paid by the consumer
for a product. It includes pricing strategy,
flexibility and discrimination.
Place:-It is simply the availability of the
products in the target market. It includes
distribution channels, centers, and members.
Promotion:-It is an effort made to sale a
product through different advertising
medium and providing the information
about the product to the final consumers. It
includes promotion campaign development,
sales promotion, and advertising.
IMPELEMENTATION AND CONTROL:
Since all the strategy has been made, the
business should now focus on implementing
it all marketing strategy and plans.
Simultaneously, it should look over the
response of its customers and should control
and make effective changes in the product
features as per the consumer need and
demand.
KEY ROLES AND RESPNOSIBILITIES
OF MARKETING FUNCTION:
Marketing functions are the important steps
in achieving the goals of an organization.
Marketing functions helps in different
sectors such as market research, planning,
packaging, organizing distributing etc.
Market Research:
The most essential function of the
organization is to gather and collect all the
necessary information’s. The marketer
collects the information about the consumer
needs, wants etc., paying price of the
costumer, when does the customer prefer to
buy, location of the best sold produced
According to the market research all the
products are updated and labelled and
delivered to the customer (lake, 2021).
Market Planning:
Marketing plans are essential for the sales
and production of the company followed by
promotion. Marketing plans are necessary to
grow the motive of the organization. For
example: If the Bajaj company has
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successfully sold its pulsar bikes in
Kathmandu then effective plans should be
made to sale in next state of the country
(lake, 2021).
Product designing and development:
Product designing and development is
equally necessary to increase the sales
volume of an organization. It is concerned
with how to design a product and how to
make it more attractive so that it catches the
eye of a customers. Also it should develop
the quality of the product for the preference
of the targeted consumers. For example:
Pulsar has modified its style and has
availability of different models of bike.
Standardization and Grading:
Standardization is the process of producing
predetermined standards or uniform quality.
This assures the consumers that goods are
qualitative, affordable price and packaging
of the product (Schooley, 2021).
Grading is the process of splitting the
product into different category as per their
shape, size, quality etc. This can be seen
generally in agricultural products such as
potatoes, vegetables etc (lake, 2021).
Packaging and labelling:
Packaging is simply the designing the
container and wrapper of the product and
making it attractive as far as possible
whereas labeling is the process of including
the brand label i.e. trademark or brand logo,
descriptive label i.e. describing the use,
performance, construction etc., and grade
label i.e. the quality of the product. Grading
and labeling are considered as the perfect
tools for advertising and promotion of a
product. For example:-Colgate, Britannia
etc.
Branding:
Branding is simply the process of giving a
brand name to a product and making it
unique from other competitors. Branding
helps in building customers loyalty and also
in promoting the product. For example: LG
television, Philip bulb etc.
Customer support services:
Customer satisfaction is key element of any
organization. So even after sales the
organization should provide the services like
handling the complaints of the customer,
procuring credit services, customer
information etc. These services helps the
company grow and sustain in the long run
business (Schooley, 2021).
Pricing of the products:
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The price that consumers pay for a product
is known as the product price. The pricing of
the product plays an important role in the
demand of the product. A little variation in
the price may fluctuate the number of the
customers. So the company should consider
the consumer state of income, product
demand, consumer’s policy etc (Schooley,
2021).
Promotion:
Promotion simply refers providing the
information of the product about the
features, its uses, prices etc. The major tools
of the promotion are advertising, personal
selling, publicity and sales promotion.
Therefore the organization should make a
decision about allocating the budget
promotion mix admits budget (Schooley,
2021).
Physical distribution:
Physical distribution of the goods and
services is also essential part of the
organization. The company should select the
distribution channels, transportation, storage
and warehousing etc.
Transportation:
Transportation is the process of transporting
the goods from one location to another
location or place of production to place of
consumption. Therefore the organization
should decide the means of transportation
according to the nature, cost and size of the
product (Schooley, 2021).
Storage or Warehousing:
Storage is a must for every organization for
the safety of the produced goods. It is the
gap between the production and
consumption. It helps in the time of
contingency and emergency. It is also useful
in checking the price fluctuations.
Roles and responsibilities of marketing
manager in an organisation:
Marketing manager is a leader who manages
all the marketing related activities such as
purchase, sales, storage, packaging,
promotions etc. A marketing manager is a
one who organizes all the marketing
resources of the company. Marketing
manager attends all the marketing related
meetings, conference, campaigns etc.
Marketing manager assists in formulating
marketing plans and policies with a top level
management, directs its employees in
regards of sales, transportation, packaging,
purchase etc. Create the demand for the
product if the organisation, introducing the
new goods in the market, for the profit
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maximization of the company it should
formulate the business strategies by
understanding the political and economic
environment (Schooley, 2021).
Responsibilities towards enterprise:
Marketing manager has many
responsibilities towards its enterprise like it
assists in fostering the demand for the
product launched by the organisation. All
the market research should be done
necessary for the organisation and
production quality and quantity should be
controlled. Marketing manager should
handle all the sale promotion activities,
means of advertisements and all the
distribution channels to transport it to the
clients. Finally, all the complaints by the
consumer after consumption should be
handled (Ingram, 2021).
Responsibilities towards employees:
Marketing manager being employee itself
should work on the scheme of welfare for
other employees. The foremost
responsibility of marketing manager is to
motivate the employees so as the speed up
the growth of the organisation. All the
feedback should be managed of every
employee. The important thing is to make a
good coordination with the group of
employees. As per their performance,
marketing manager should also reward the
employees as per their performance (Ingram,
2021).
Responsibilities towards society:
Marketing manager should provide the
employment opportunities to the people of
its society. Marketing manager should
always try to innovate new goods and
services and launch it in the market. Clients
do not enjoy if the chain of delivery is
breached, so goods and services should be
continuously supplied as per the needs of the
customer.
Responsibilities towards customers:
As we all know that the customers are the
king of the market, all the goods and
services should be delivered as per the needs
and wants of the customer. Clients should be
provided with after sales service. Marketing
managers should provide the knowledge of
alternative uses of products. Moreover, all
the complaints of the customers should be
recognized.
Significance of interrelationship between
marketing and other functional units of the
organisation: (Ingram, 2021)
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The interrelationship between marketing and
other functional units of the organisation is
very important in an organisation in order to
develop plans, increasing demand etc. In
order to develop the plans and procedures of
the organisation it needs to coordinate with
the other functional unit of the organisation.
Many of the organizations do not make a
cooperation with other units of the
organisation and make a decision
independently which make the organisation
fail. Whenever organizations wants to make
a new step in an organisation or formulate a
plans then it is very essential to understand
and know each other’s results so as to
eliminate the root problems and run
smoothly in an organisation. All the needs of
the customer are determined through the
interrelationship of the marketing and other
functional units of the organisation. All the
units work on their own way and at the end,
all the evaluation of the results and effects of
the customer’s product is done. The
interrelationship is necessary to examine the
product for the production and make their
attractive shape and quality (Ingram, 2021)
Some of the elements of marketing
functions:
Marketing functions are very important in
the organisation to mobilize their resource in
an optimum way. Organizations very first
functions is to research and promote such
product into a market.
RESEARCH:
Marketing research is the basic deep root for
the development of the organisation.
Marketing research is very much essential
for the organisation to know the taste and
preference of the organisation. Consumers
needs and demand changes according to the
time and situation so the organisation should
make a possible research and should update
the organisation in the market. Organisation
should find out its strength and weakness in
order to strengthen their production unit and
quality level. Understanding level of the
customers helps the organisation to identify
their target markets and promotions to align
(Ingram, 2021).
Development:
Market research is the foremost function of
the marketing and as soon as they finish
their research activities then they start
developing such product. In the process of
the research they get to know the attractive
and strength part of their product and start
developing in it’ll the consumers’ needs and
wants are also specified and so is applied
when developing the new products.
Promotion:
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Promotion is very famous among public as
it’s the one which people see as marketing
activities. Marketing helps to build the
image of the company in market because it
has the direct or indirect communication
with the public. Advertising, public
relations, sales are the primary activities of
promotion that organizations conduct.
Means of advertising are paid ads in TV,
radio, internet, other social media etc.
Similarly, means of public relations are
pubic events, campaigns, newspaper
coverage etc. and ultimately sales is the
direct approach that is made with the
customers. Other types of promotion like
phone communication or door to door
communication etc. (chand, 2021).
Service and support:
Service and support are the final level of
function of marketing after the market
research, development and promotion.
Service and support assist in retaining the
customers and make them loyal. Generally
service means all all the follow up facilities
that the organisation provide to the
customers and handling all the feedbacks of
the consumers. .Likewise, support is related
to all the technical support or assistance
provided to the customers.
Interrelationship between marketing and
other functional units of the organisation:
Interrelationship with account department:
We all know that account department
regulates the financial matters of the
organisation. All the financial position are
maintained by this department. All the
salaries and wages are paid through account
department. Marketing department needs the
financial statements in order to make their
budget plan. Likewise, it needs to ensure the
wages and salaries are paid on time to its
workers. Since marketing department needs
budget for its promotional activities it needs
to contact with the accounts department. It
also needs sufficient amount of money for
their campaigns on timely basis (Ingram,
2021).
Interrelationship with human resource:
Human resource department works with
hiring of the employees and for their
welfare. All the working conditions, health
benefits, terms and conditions are handled
by the human resource department.
Marketing department is inter related to
human resource because all the employees
are recruited by human resource for
marketing team. The basic trainings required
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for the marketing team is provided by the
human resource department. Any grievances
from employees are solved by the human
resource department. Human resource
ensure the satisfactory ambience for the
employees in marketing team.
Interrelationship with production
department:
As soon as the market research is done then
both the production and marketing
department need to work together for a new
innovation of a product. Also, marketing
department should make its plans and
schedules transparent to the production
department to produce a new product and
make more research on it. Whenever
marketing department seeks for the
qualitative product then it’s the
responsibility of production department to
find out the best quality material for the
product. Moreover, both are also interrelated
in terms of budgetary plans.
Interrelationship with customer service:
Customer service department is the
department responsible for handling the
complaints, feedback of the consumers.
Customer service assists marketing
department by satisfying the consumers by
solving their complaints. Customer service
department helps to build strong relationship
with the consumers which is very beneficial
for the marketing department.
Critical analysis of marketing function:
The primary reason for marketing's
importance in business is that businesses
must advertise themselves in order to
acquire new clients. It becomes far more
difficult to achieve if business aren't
reaching out and continually understanding
what their target audience’s desire. Once
again, business can't begin selling unless it
first have a product or service to advertise.
This is why marketing is so important in
business: no matter what industry company
is in, if they don't promote themselves well,
they'll lag behind the competition.
Helps in transfer, exchange and movement
of goods:
Marketing plays an important role in the
transfer, trade, and mobility of goods.
Customers can obtain goods and services
through a variety of intermediaries, such as
wholesalers and retailers. Both
manufacturers and consumers benefit from
marketing. It informs the former about
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consumers' individual requirements and
preferences, and the latter about the things
that producers can provide. According to
Prof. Haney Hansen, “marketing entails the
development of consumer-friendly products
as well as the execution of actions that allow
the transfer of ownership between seller and
buyer.” (chand, 2021)
Creates employment:
Marketing is a complex system that involves
many people in one way or another. Buying,
selling, financing, transportation,
warehousing, risk bearing, and
standardization are all key marketing tasks.
Various actions are carried out by a huge
number of people and bodies in each of
these functions. As a result, marketing
employs a large number of individuals. It is
believed that around 40% of the population
is reliant on marketing, either directly or
indirectly. The role of marketing has
expanded in the modern period of large-
scale production and industrialization.
(chand, 2021)
Basis for marketing decision:
A businessman has numerous challenges,
such as what to make, how to produce it,
when to produce it, how much to produce,
and for whom to produce it. In the past,
local marketplaces were less of an issue. A
direct link existed between the manufacturer
and the customer. In today's world,
marketing has become a highly difficult and
time-consuming process. Along with
production, marketing has evolved as a new
specialized activity. As a result, producers
rely heavily on marketing mechanisms to
determine what to make and sell. A producer
can regulate his production with the use of
marketing tactics. (chand, 2021)
Helps to develop standard of living in
community:
Marketing has played an essential part in
enhancing and maintaining community
living standards by ensuring the continuous
availability of goods and services to
consumers at a reasonable price. Marketing
provides all that these various groups of
people require.
With the advent of modern marketing
strategies, even the poorer parts of society
have been able to achieve a fair quality of
living. This is mostly due to large-scale
production and lower commodity and
service pricing. In fact, marketing has
revolutionized and modernized people's
living standards in current times (chand,
2021).
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Drawbacks of marketing:
The expense is the first disadvantage of
marketing in general. Money is spent on
advertising and marketing. Business may
wind up wasting money if they do not
conduct adequate research. It would be a
severe and costly mistake to waste
marketing efforts by targeting the wrong
audience with an incorrect media. As a
result, it's critical to complete your
homework ahead of time and reduce
expenses to a minimal. In addition to the
monetary cost, marketing firm will
necessitate a time commitment. Choosing
the best marketing plan, designing and
writing the ads, getting them published, and
dealing with any feedback. It's critical to
devote time to tracking the success or failure
of business marketing effort. A potential
downside of marketing in this situation is
the danger of wasting time on a failed effort.
According to studies, people need to see a
piece of information between three and
thirty times before it sinks in. The clear
disadvantage of marketing in this situation is
that it will require a continuous and
consistent marketing strategy. Costs and
time spent on it are rising. Drip marketing
comes into play here. (jobbling, 2021)
Conclusion:
In the current marketing climate, it appears
that it is not collaborating with local
markets, therefore it should conduct
research, assess local market needs and
wants, and develop a close relationship with
them. As a result of globalization, advanced
technologies should be prioritized, and
obsolete technologies should be replaced
with IT systems. In order to increase output,
the human resource department should hire
skilled workers who can contribute to the
organization's growth. Similarly, it appears
that it has lagged in research development
activities, therefore the department should
focus on measuring and analyzing the
marketing environment in terms of product
promotion, innovation, and being informed
about what they are providing? What do the
customers want? In this case, the marketing
process is not fully implemented, so it
cannot arrange a campaign for the
promotion of a specific product, through
which customers become aware of the
brands and products, and if the product is
good, it has a direct impact on the
consumer's purchasing behaviors.
As a result, in order to fulfill corporate goals
and strategies, both marketing functions and
roles and responsibilities must have a
healthy relationship. Marketing is the
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lifeblood of any successful company. At all
levels and everywhere, it is always changing
in reaction to the explosion of information,
the expansion of technology, and the
aggression of the competition (chand, 2021).
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A report on to research the competition and produce a marketing plan based on
findings.
Submitted by
(Manish Hamal)
BTEC HND in Business Studies
International School of Management and Technology (ISMT)
Submitted to
Program Head
Business Studies
ISMT College
Submitted on
(15 August, 2021)

MARKETING
INTRODUCTION:
This report is all about comparing the ways in which different organizations apply the marketing
mix to the marketing planning process to achieve business objectives and developing and
evaluating a basic marketing plan. This report evaluates different tactics applied by organizations
to demonstrate how business objectives can be achieved and detailed, coherent evidence-based
marketing plan for an organization.
OBJECTIVES:
 To explain how the marketing mix and marketing process is used to achieve business
objectives.
 To inform situational analysis and enable to formulate marketing goals and objectives for
the organisation
 To evaluate different tactics applied by organisations to demonstrate how business
objectives can be achieved.
 To produce a marketing plan to meet marketing goals and objectives.
METHODOLOGY:
All the details, information’s and the presentation compiled in this report is sketched from the
authentic research from the websites, journals and the books. For the case study report
appropriate reference is provided from the source in order to complete the report.
FINDINGS:
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PART: 2
Marketing mix:
The marketing mix refers to a company's combination of actions, or techniques, for promoting its
brand or product in the marketplace. Price, Product, Promotion, and Place are the four Ps that
make up a conventional marketing mix. However, various other Ps, such as packaging,
positioning, people, and even politics, are becoming increasingly important mix factors in today's
marketing mix (Luenendonk, 2021). The marketing mix is divided into four categories: product,
pricing, location, and promotion. As a result, the marketing mix is described as a combination of
four Ps. Product design, packaging and labeling, and product variants are all decisions related to
the product. Because sales are heavily reliant on product pricing, making a price decision is
critical. Whether a uniform price will be charged for the same product in different markets or
whether different prices will be charged for the same product in different markets are examples
of pricing decisions. The third key factor is location, which refers to the market where things will
be sold. Decisions about how to increase sales are made as part of promotion. This can be
accomplished using a variety of tools or ways. While focusing on the aspect of promotion in the
marketing mix, the relative priority to be assigned to the various approaches is determined
(chand, 2021).
In a nutshell, marketing mix entails decisions on products to be made available, the price to be
charged for those things, and the incentive to be provided to customers in marketplaces where
those products would be sold. These decisions are made with the influence of external marketing
forces in mind (for example, consumer behavior, competition strategy, and government
regulation). (chand, 2021).
The 7ps of marketing:
Price: Price refers to the value placed on a product and is an important part of the marketing mix.
The price of a product is determined by a variety of factors, including manufacturing costs, target
buyers, market purchasing power, supply and demand, and a variety of other direct and indirect
factors. Pricing strategies come in a variety of forms, each of which is intimately linked to a
thorough business plan. Pricing is sometimes utilized as a demarcating feature to differentiate
and enhance the image of a product. Price is determined by the customer's perception of the
product's value, and it can have a significant impact on marketing approach. A lower price makes
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a product more accessible to a wider range of clients, whereas a higher price attracts those who
demand exclusivity. In any case, the price must be higher than the cost of production in order for
company to profit (Tracy, 2021).
Product: The product is the most important part of the marketing mix. The term "product" refers
to the sold thing. The product must be able to achieve at least a certain degree of performance in
order to generate significant sales. If this does not happen, the other aspects in front of the
marketing mix will be of little use to the entire objective. To handle any issues that may develop
once the product is in the hands of the user, marketers must examine the product's life cycle. For
example, the first iPod had a battery life issue that was only visible after a specific amount of
time, and Apple had to come up with solutions to address it (Tracy, 2021).
Promotion: Advertising, direct marketing, and sales promotion are all forms of marketing.
Promotions include TV commercials, Internet ads, catalogs, trade shows, billboards, and even
advertisements on the tops of taxi cabs. Public relations, such as the distribution of news releases
or continuous contacts with the media, are also included in this category. What is conveyed, to
whom it is communicated, how that audience is reached, and how often it is communicated are
all aspects of promotion (Tracy, 2021).
Place: The place where your product or service is actually sold is the fourth P in the marketing
mix. A shift in location can sometimes result in a significant rise in sales. Business product can
be sold in a variety of locations. Direct selling is when a company sends its salespeople out to
meet and engage with potential customers. Telemarketing is used by some companies to offer
their products. Some companies offer through catalogs or mail order. Some sell their wares at
trade exhibitions or in retail stores. Some sell in partnerships with companies that supply similar
goods or services. Manufacturers' representatives or distributors are used by some businesses
(Tracy, 2021).
Packaging:
The set of efforts and activities that a business performs in order to reach out to the user and
trade for a product or service is referred to as promotion. Promotional activities might involve
promoting product knowledge through word of mouth, advertising, incentives, press reports,
prizes, and trade commissions. Consumer programs, contests, awards, and direct marketing are
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some of the other prominent forms of promotion. Packaging is the fifth component of the
marketing mix. Within the first 30 seconds of seeing any aspect of firm, consumers establish
their first impression of business. Small changes to product's packaging or external appearance
can often result in completely different reactions from customers. When it comes to the
packaging of company, product, or service, should consider everything that the consumer sees
from the first point of contact with organization to the end (Tracy, 2021).
People:
Customer service not only converts to sales, but it may also help business grow customer base
through referrals. Getting these referrals from people who love business is a terrific illustration
of how business marketing efforts may help sales process. It's critical that everyone who
represents business or interacts with customers including non-human chat bots follows these
guidelines. They are thoroughly trained sales experts who have a thorough understanding of your
product and how it can improve customers' lives or solve their problems (Tracy, 2021).
Process:
When customers and businesses engage, the term "process" refers to the flow of actions or
mechanisms that take place. Marketers must ensure that all of these procedures are carefully
controlled and that customers receive a consistent experience. An ideal process should take the
least amount of time and cost the organization the least amount of money while generating an
efficient product to the fullest extent possible (Tracy, 2021).
For example, when a consumer decides to join video service providers such as Netflix, Amazon
Prime, or Disney +, the procedures involved are first that the customer chooses a service based
on USPS and features. This will be a single process. The customer will next download the
application, which will form the second procedure, and then register his account with it, which
will constitute the third process.
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Marketing mix of Coca Cola Company:
Coca-Cola is the brand with highest brand equity which sells the soft drinks all over the world
and is a large beverage company. Coca-Cola Company has faced many challenges over the
period and has over 3300 products till date. It distributes its product over 200 countries. Coca-
Cola Company has used marketing mix to achieve its business goal and objectives. Marketing
mix are product, place, price, promotion, people, physical evidence and process.
Source: (The Coca-Cola Company: Refresh the World. Make a Difference, 2021)
Coca Cola Company has been able to serve 3300 products to 200 countries with its different
varieties. Coca-Cola offers different varieties such as coconut water, diet coke, organic tea,
sprite, Fanta and many others. Coca-Cola has successfully sold the minute, thumbs up, sprite and
Fanta in India with greater volume.
Pricing of the Coca-Cola is made as per the market, geographical structure. The only direct
competitor till date is Pepsi. So Coca-Cola has its own pricing strategy in its different branches.
Also they keep their price in accordance with their competitor as well
Coca-Cola Company has the strong distribution channel so that it eliminates the middle player in
the market. Coca-Cola almost sells its products in all over the countries. It has gone even in rural
areas of India. It has the fmcg distribution format.
Coca-Cola uses varieties of promotional activities and strategies for its promotion. It updates its
advertisement style with period of time. In Nepal we can see the advertisement of coke with its
different style of messages.
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Coca-Cola has its direct competitor which is Pepsi. So here are the 7ps of both the companies.
Marketing mix Coca-Cola Pepsi
PRODUCT Diet coke, coffee, thumbs up,
sprite, Fanta etc.
Miranda, Pepsi, Mountain dew
etc.
PRICE It follows the price of the
competitor
It is based on competitor based
price.
PLACE Distributes in 200 countries with
fmcg pattern.
Most of the world with hub and
spoke pattern
PROMOTION It has more budget on
advertisements.
It focuses on events and other
campaigns etc.
PEOPLE Almost all people aged between
10 to 60.
Mostly focused to youth as seen
in dew ads.
PROCESS Follows fmcg pattern, has many
industries in Different parts of
the world, has many bottlers.
Industries in many countries.
PHYSICAL It has attractive logo and eye
catching
has its own logo and attractive
packaging
Source: (chand, 2021).
OBJECTIVES OF COCA COLA COMANY ARE:
 Coca-Cola Company wants to increase its sales in large volume.
 Coca-Cola Company wants to earn maximum profit as far as possible.
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 It wants to grow its brand value at its top.
 Coca-Cola Company wants to be a number one beverage in the world.
Tactics applied in achieving business objectives: (Ingram, 2021)
Target the audience:
Business organisation should be able to recognize the target market and should be able to
distribute the goods as per their needs and demands. The organisation should target similar
demographics and psychographics to attract more and more customers.
Measure and track the advertising:
Many organizations do not know whether their advertisements are working well or not. It is
necessary to measure and track the advertising. Coca-Cola Company should check the status
through goggle and Facebook how effective the online advertising is going on. Also on offline
advertisements the company should provide the email address and phone number so as to find
out the work results.
Know when to advertise:
Advertisements should be one as per the situation and desire of the consumer’s. For e.g. too
much budget of Coca-Cola in winter is not effective because people don’t take Coca-Cola in cold
season even if attractive advertisements are given. So the advertisements must be provided
according to the season. Also the company should be very alert regarding its advertisements in
festivals as well. For eg. Coca-Cola Company provides a family related ads in dashain and tihar.
Brand well:
The organizations must be alert regarding their brands. Brands are such thing which creates a
unique image in the minds of the customers. Brands may be the color, picture, and quality,
anything that comes at the first choice of the customer. For e.g. coca cola has its red color and its
advertising style which has been a great bands over the years. So the brands should be
maintained well and should stick for long term.
Use the resources well:
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Resources are something which if not used properly may lead to the downfall of the organisation
and if optimally used may grow the business. If the business doesn’t have proper resources then
should utilize the
Resources which the low budget but smartly.
Show up at right places:
There may be a situation where the company may have spent a lot in wrong places. So the
company should recognize the proper places to show up its advertisements such as radio, TV,
internet where the more customers are hanging out. When the advertisements of the company
match with the right place then there is lot of chances that consumers are attracted towards the
company.
Marketing plan:
Marketing plan is a road map which leads the organisation to achieve its goal and objectives.
Marketing plan always directs the organisation which track to follow and target the customers in
order to grow the business.
A marketing plan always shows how effectively the organisation is working and motivates the
whole team to grow together.
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Source - (Buy Coca Cola Soft Drink 2 L Bottle Online At Best Price - bigbasket, 2021)
Mission statement:
The mission statement of an organization assist in understanding the rationale for the
organization's existence. Coca-Cola’s aim is to refresh the world, make a difference, add value,
and inspire moments of optimism and pleasure (The Beverage Marketing Corporation, 2007).
Vision:
Portfolio, partners, planet, people, productivity, and profit are among the company's most
important values. The organization strives to foster a culture in which employees are motivated
to achieve their full potential (The Beverage Marketing Corporation, 2007)
Analyzing the SWOT analysis and designing a strategic marketing plan:
SWOT ANALYSIS:
The framework SWOT analysis is used to analyze an organization's internal and external
surroundings. It is one of the most widely utilized frameworks by businesses all around the world
(Collier, 2014). It contains an internal environment analysis based on the organization's strengths
and weaknesses, as well as an external environment study based on opportunities and threats.
Strength:
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Coca-Cola has the strongest brand value in the international market, which is one of its major
advantages. Many people prefer Coca-Cola to Pepsi in Nepals foreign and domestic markets.
Coca-Cola has the financial resources to engage heavily in marketing in order to increase its
market share in Nepal. Coca- Cola's international leadership is well-known all around the world.
With its strategic partners, the organization has maintained a close relationship (Nesheim et al,
2015). The company provides a diverse range of items. As the revenue comes from various parts
of Nepal, the risk is spread out.
Weakness:
Coca-Cola does not manufacture its own bottles, as it does in the international market. As a
result, strategic partners are heavily relied upon. There have been instances when Coke has been
unavailable in the market, owing to a shortage of bottles supplied by Bottlers Nepal. In the Nepal
market, Coca Cola's supply chain management is not as efficient as Pepsi's (Ismail et al, 2013).
Opportunities:
People can be observed eating often in restaurants and other places where they spend their spare
time, as the level of living of Nepal’s people is fast changing. Coca-Cola has the opportunity to
form strategic partnerships with hotels and restaurants where there is a high demand for
beverages. Coca-Cola may be found in many of Nepal’s restaurants (Mukhtar, 2013). As a result,
by forming strategic alliances, it may strengthen the supply chain and marketing even more.
Coca-Cola may boost sales by utilizing numerous marketing platforms, such as social media
marketing.
Threats:
Both Coca-Cola and Pepsi confront a major threat in the form of local firms eager to enter the
market and take market share. It has also been observed that the people of Nepal are becoming
more health conscious, which may lead to a drop in the consumption of beverages over time.
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Campaigns against soft drinks are frequent in the international market, and they may have an
impact on the company's operations (Collier, 2014).
Strategic action plan:
The term "strategic" was coined by the American Army to describe a plan for achieving a long-
term profitable aim. Then, in order to attain their long-term planning objective of meeting their
organizations lucrative needs, new business professionals employ these terminology. Coca-Cola
is the best platform in the world for developing strategic objectives and action plans. The action
plan outlines the steps that must be taken in order to highlight the most pressing organizational
issue and connect it to its associated goal. It also specifies who will achieve this goal within the
specified time frame. The layout of strategic action is determined by the nature of the
organization's requirements. However, the overall strategic action plan defines the method for
overcoming the current difficulty faced by organizations that have substantially exceeded their
goals and profitability. So, what's the problem here, and what solutions do it need to come up
with to solve it? (Collier, 2014). What steps did it take to remedy this problem? So, after a
thorough examination, we can determine that effective distribution, product availability, and
product visibility are the most important factors to consider when developing a strategy to keep
up with the pace.
Objectives:
The action plan may define its objective. The designed goal is critical to implement in order to
face a real difficulty and find a viable solution. The defined goal must be clear and handle the
issue in a proper manner. The goal should define the problem scenario as a whole, hence it
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should be SMART (specific, measureable, achievable, realistic and timeliness). It's like a wheel
brow, guiding the precise inquiry to the most appropriate answer. The bullet points below are
strategic objectives that must be addressed in this marketing plan. Coca-strategy Cola's plans are
always only three years long. As a result, the objectives listed below must be completed during
the next three years.
Redefine distribution channel (Distributor, Wholesaler and retailer). Pepsi has strong
Presence in Nepali Market comparatively Coca Cola. (Nesheim et al, 2015)
• Make sure to availability and visibility of product in every corner of Pakistan.
 Rethink distribution strategy (Distributor, Wholesaler and retailer).
 Ensure that the product is available and visible in every area of Nepal.
 The flavor of Coca-Cola is not satisfactory, according to Nepali consumers (We want less
gas in drink.).
 According to Market Research, Coke, like Pepsi, needs to broaden its product portfolio.
Marketing communication:
Coke is without a doubt the world's most successful beverage company. In Nepal, however, the
situation is entirely different. The defined goal must be addressed through a
marketing/communication strategy wishing that the recommended communication approach
proves to be an effective method for increasing Coke's market share in Nepal. Coca-Cola Nepal
has a diverse product range, including Coca-Cola (Classic), Sprite, Fanta, Coke Diet, and Kenly
(Water), all of which have a distinctive bottling technique that is well-known around the world.
Coke now uses a separate communication technique based on the culture of the hosting country,
which has proven to be the best strategy they have used in the past. Marketing / communicational
strategies are essentially plans / techniques for bringing the right product to the right location at
the right time at the right price with the best possible execution of a promotional strategy. Coca-
Cola has always created a distinctive marketing mix in order to outperform the competition
(Coca-Cola, 2016).
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There are distinct product process phases in the Product Life Cycle, such as Born, Introduction,
Growth, Maturity, and Decline (Ahmed et al., 2016). In the western world, such as the United
States and Europe, Coke is nearing maturity, but sales are still on a roll, with a tiny probability of
reversing sales in the growth phase. It's a great opportunity for Coke to focus on unexplored
markets in Asia or other parts of the world where the company is still fighting. This is an
excellent opportunity for Coke to develop a unique and intelligent communication strategy for
the Asian market. In Nepal, Coke should concentrate on developing an effective distribution
strategy. The success of any product depends on product availability at the customer's doorstep at
every retailer, every SME, and even every part of Nepal. To enter the expansion phase, Coke
may focus on Marketing Research and Research Development to understand Customer Buy
Logic, as well as product extension lines such as Pepsi's Dew and Sting with multiple flavor /
product ranges. With research and development, they need to focus on / increase their product
line in Product Development. In the future, Coke must concentrate on expanding its consumer
health offerings in order to improve the consumer experience by providing new feelings, humor,
uniqueness, and fresh style (Ahmed et al., 2016).
Coke's advertising strategy should focus on the coming soon billboard and provide a unique
notion to the billboard, rather than using it as a cultural advertisement like others. "sabai snga
milne coke," as seen in TV commercials these days during the World Cup. They have a need to
instill patriotism in the Nepali people through television commercials. Although Coke Studio is
the company's most enduring approach, online advertising, such as social media, is one of the
most effective ways to reach out to young people (upcoming leader). In terms of sales
promotion, Coke employs both the Pull and Push strategies.
In terms of promotion plan, Asians are die-hard sport fans, so Coke should sponsor / organize
many matches, tournaments, and world cup matches, as this is the only period when people's
visibility is at its peak. It's also a good approach to get the viewer to remember brand. According
to study, Asians are most fond of cricket and football at the highest level, after which they focus
on their cultural game. However, make certain that in this era, young people are also interested in
football matches, particularly world cup matches. For maximum awareness in the minds of the
public, Coke could also sponsor the country's sports uniform (Ahmed et al., 2016).
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Since the founding of Coca-Cola, the genius founders have been the driving force behind the
company's success, and Coke is today the world's best beverage corporation, with a presence in
over 180 countries. Coke's co-founders and their entire staff are primarily guided by three
timeless principles (Triumph based 3 points), which are outlined below.
Acceptability: The product must be acceptable to all members of society. The ideal marketing
communicational (Pull and Push) plan ensures that all Coke brands must look the same. Every
home has a member of the Coca-Cola family. Every refrigerator in every home should have it.
Coca-Cola is an essential part of everyone's life, and it is one of the most popular beverages in
the country (Ahmed et al., 2016).
Affordability: The amount that a company charges for a product or service. Coca-Cola is
specifically developed to appeal to everyone on the planet. They designed their product price to
appeal to everyone, including SEC A, B, C, and D, as a result of their unique customer-driven
strategy. In terms of value for money, they provide the best product. I believe it is very important
that the product be cheap to people of all economic classes, from tin to ordinary. This is the best
reason to believe that the product is affordable to all cults, affluent or poor. Due to its pricing
approach, Coke engulfs people from all sides, with a product for everyone in every class at every
price (Ahmed et al., 2016).
Availability: Product availability at the customer's doorstep is one of the most important aspects
of strategy. Every firm plays a game of triumph when it comes to product availability, ensure
that all brands are available in every store, restaurant, and location on the planet. Product
penetration in each and every market. Product availability is the real winner in this game. Why is
coke so popular in Nepal? The answer is simple: Coke is available in every corner of the country,
even where there is no water.
Coca-Cola has one of the best-organized worldwide distribution networks in the world. The
Network ensures that the product is widely available. (The ability to appear to be present
everywhere at the same time is known as ubiquity.) Coca-Cola has a unique distribution system
that includes the world's best thrust brands in the form of Coca-Cola. Coca-Cola has a unique
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bottling system in the world, and it appears that even if a blind person touches a bottle, he will
recognize it as Coca-Cola due to the different bottling style. Coke has the largest and most
widespread distribution and product channel in the network (Ahmed et al., 2016).
Coca-Cola has distinct pricing strategies than its competitors. Pepsi Nepal is a prominent
competitor of Coca-Cola; it has neither increased nor decreased the price of its product in
comparison to its direct and indirect competitors. In the pure fight between Pepsi and Coke, there
is an interesting fact. If Coke raises its price, Pepsi seizes the opportunity to attract all of Coke's
customers to their domain. Due to this concern, both competitors are too weak to make pricing
decisions. If the price is too cheap, the customer would have a negative impression. Due of the
bull whip effect, Coke additionally offers promotional strategies on other occasions such as
Dashain and tihar.
Market penetration pricing strategy:
The product is the company's distinctive characteristic and assets that it offers to meet the
demands and desires of its customers. Place, on the other hand, refers to product distribution and
retail in Nepal. Coca-Cola is one of the world's most famous brands.
Distributing channels:
Developing an effective channel to distribute company's offering to its end user is more crucial
than choosing a good distribution strategy. Coke's success may be determined by its distribution
strategy. Coke's success appears to be due to a number of factors. Such as lead time,
transportation, and distribution distance from the customer's end, as well as product line
extension available at the distribution end. Coke has a variety of distribution tactics, depending
on the type of distribution. Pepsi, being a direct competitor to Coca-Cola, uses all distribution
channels to communicate their product message to the end user. In the intensive channel, Coke
must select every shop and corner station based on product availability. Intensive distribution is
always appropriate and successful, especially in FMCG and consumer familiar/convincing
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products. As a beverage product, it necessitates a more extensive distribution strategy (mass
level of distribution)
We need to concentrate on some specific area limited distributors in Selective Distribution.
Selective is always used in shopping or vehicle products that are in the center of the price range.
Where we think and plan before purchasing any merchandise. Automobile is a good example.
However, due to limited supply, we must now concentrate our efforts on selective distribution,
which Coke can easily control and dominate. Exclusive Distribution is a pure example of
distribution in which only one company's product is available and no other product is acceptable
at that channel. For example, in Mercedes Bens out, you will only receive Mercedes and nothing
else (Nesheim et al, 2015).
As there is no guarantee of price rises or falls during peak season, the firm has developed a
pricing plan. This also hinders the company's sales since retailers and distributors are unsure
whether or not to make the next order because pricing changes might affect their profit margins
and cause items to be blocked.
Significant Focus on Carbonated drinks:
The Coca-Cola Company continues to focus on marketing carbonated beverages such as Coca-
Cola, Sprite, and Fanta. As the globe moves toward healthier meals and beverages, Coca-Cola
must focus on certain healthier drinks; it already offers a limited variety of such goods, such as
the Minute Maid Juices line.
Financial position of company:
Coca-Cola has always been active in promoting its brand utilizing Above the Line and Below the
Line tactics throughout the previous few decades. Coca-Cola is presently supporting some of
Nepals most popular television series. Coca-Cola is always urging consumers to switch to Coca-
Cola by running marketing efforts on a regular basis. Coke ads may be seen on television
approximately every fifteen minutes. Coca-Cola's social media staff is active 24 hours a day,
seven days a week, reacting to customers and consumers. In the future, the firm intends to
increase its marketing expenses by conducting more and more campaigns that will help it attract
and keep consumers from all across Nepal. Coca- Cola's strong financial position implies that it
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has the capacity to dominate the nepali market, just as it dominated the worldwide market. The
marketing approach, on the other hand, has to be revised. The firm should have strong
partnerships with strategic partners that can ensure that Coca-Cola's goods are available
throughout Nepal. The sole reason Coca-Cola has surpassed Pepsi in is due to the product's
availability on the market (Nesheim et al, 2015).
Conclusion:
Coca-Cola has done an excellent job of acquiring and maintaining clients in the international
market by employing numerous marketing tactics. It has earned a reputation as a symbol of
American manufacturing across the world. People all around the world are addicted to the Coca-
Cola products that are manufactured and distributed. This is one of the reasons Coca-Cola has
maintained its number one position in terms of brand value for the past 13 years.
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