Marketing Essentials: Coca Cola Marketing Strategies Report

This report delves into the essential functions of marketing, examining their roles and responsibilities within an organizational context. Using Coca-Cola as a case study, the report explores market research, product development, and customer service management. It compares how different organizations apply the marketing mix to achieve business objectives, culminating in a basic marketing plan for Coca-Cola. The report evaluates the tactics employed by Coca-Cola, illustrating how business objectives are met, and concludes with a strategic marketing plan utilizing the 7 Ps to achieve overall marketing goals. It highlights the importance of effective communication and collaboration between marketing and other departments like finance, human resources, and production for achieving business success.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
ACTIVITY 1 ...................................................................................................................................3
Explain the key roles and responsibilities of marketing functions............................................3
Roles and Responsibilities of marketing which are related to wider organisational context......6
A critical analysis and evaluation of the key elements of the marketing function and its
relationship with other functional units of an organisation.........................................................8
ACTIVITY 2 ...................................................................................................................................9
Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives ........................................................................9
Produce and evaluate a basic marketing plan for Coca Cola ...................................................12
Evaluate different tactics applied by Coca Cola to demonstrate how business objectives can be
achieved ....................................................................................................................................17
Design a strategic marketing plan that tactically applies the use of 7 Ps to achieve overall
marketing objectives ................................................................................................................18
CONCLUSION .............................................................................................................................18
REFERENCES .............................................................................................................................19

INTRODUCTION
Marketing is an important function of business that is needed for planning and
developing marketing strategies and plans that will help in creating awareness of products and
services of the company in market(Akbar and et. al., 2017) . Marketing includes various
activities that are related to advertising and promotions of products and services offered by the
company. The different functions involved in marketing are advertising, delivering, selling and
promoting products among customers. The main objective of marketing department is to increase
the sales and profits of the company. The main aim of marketing department of a company is to
increase the customer awareness and loyalty. There are basically 7 P's of marketing which are
considered for analysing the market condition of the company. If there is no effective marketing
it will decrease the sales of the company. The company used in this report is Coca Cola which
was started in the year 1886 in United States. The main product offered by this company is Coca
cola drink and this also deals with other cold beverage drinks including diet coke, caffeine Coke,
Zero sugar , Coca Cola Cherry, etc. This company is placed amongst Fortune 500 companies of
Unites States. The following report explains importance of marketing function in this company.
There is an explanation of key roles and responsibilities of marketing function. There is
comparison of marketing mix of Coca cola with it's competitive organisation. Also there is a
discussion on marketing plan of the company for achieving objectives of the company.
ACTIVITY 1
Explain the key roles and responsibilities of marketing functions
A marketing function is an essential element for identifying unique features in a product
and services that are delivered to existing consumer and attracting potential buyer towards any
organisation(Armstrong and et. al., 2015) . The marketing leaders have to accurately operate
business activities taking in consideration important functions that are market research,
marketing plan, product development and designing, quality standards, branding and customer
support services. By effectively utilising these marketing function an organisation could
effectively grow its business. The marketing managers systematically formulate strategies that
will help them to manage tasks, by appropriately distributing and authorising duties to skilled
workforce so that work could get completed in an organisations. When talking about Coca-Cola,
marketing executive have to give emphasis on these marketing functions while evaluating

marketing strategies that will help in growing business in global marketing. Some of these
functions are described under beneath:
Market Research: This is the most important marketing functions which are used for
gathering market information, from both internal as well as external source for formulating
strategies for sustaining a business in competitive industries. In regards with Coca-Cola leaders
have to critically develop strategies while introducing new product in market(Baker and
Magnini, 2016) . A marketer should have in-depth knowledge about internal as well as external
environment that could impact flow of business activities in an organisation. The internal factors
include current business activities which are taking place inside the company, whereas external
factors include macro environment like changing buying behaviour of consumer in target market.
A market research helps to managers to gathers current informations which are required for
producing quality product for increasing customer base in specific industries.
Product Development: In this functions marketer have to conduct an investigation on
small sample from target while developing any new product in market. In reference with Coca-
Cola, the marketing team should analyse the life cycle of an existing product in market and
formulate strategies for adding new features in existing product and deliver to consumer in target
market(Campbell and Fabos, 2018). For instance, the leader could emphasize on adding unique
quality of liquid, shape and size of Coca-Cola bottles that will attract consumer for buying
product. The manager could also develop plan for introducing existing product with adding some
features taking in considerations health factor which will allow buyers to consume the product.
This initiative taken by marketing manager help them to increase customer loyalty towards the
organisations. It will have positive impact in improving market shares to create brand value of
company in manufacturing industries.
Market Planning: In this functions a marketer should give emphasis on exceeding
production of goods and increasing sales-promotional activities for generating new leads in
market for organisation in capturing competitive advantage in market. A market plan is
considered to be systematic framework which help managers to implement strategies that could
be effectively utilised for achieving short and long term goals of an organisations. The strategies
are discussed by efficient two- way communication process with other managers in work culture.
When talking about Coca-Cola, executive should focus on improving sale promotions by giving
special offers to existing and primal consumers. Also introduce various programs in internal

environment that are effectively utilised for having positive mouth marketing of existing or new
product in target market. A critical plan will help managers to formulate strategies that could be
beneficial for an organisation.
Product Pricing: It is the most important function as cost of product is analysed
critically taking in considerations, buying behaviour of target consumer for growing
business(Cavusgil and et. al., 2014) . In context with Coca-Cola, managers should focus on
estimating price of product in their decision making policies, where the cost of product should
satisfy need of customers. This process will help leaders to retain their target consumer as well
attract potential buyers towards organisation. The estimation of cost on product will help
consumer to decide weather they should purchase goods from specific company. Henceforth, the
effective pricing strategies will helps in gaining competitive advantage, improve customer
relationship and increased profit margin will result in growing business effectively at global
market.
Customer Service Management: The key element of marketing is satisfying existing
customer which will provide a path for growing business in cut throat competitive industries. In
regards with Coca-Cola, the manager should focus on effectively handle customer's complaints
services, providing credit facilities and after sale services to primal and existing consumer. This
initiative taken by leaders will help in increasing customer relationship by giving satisfactory
after sale services to customer. Thereafter, managing customer in desired way that it will result
in gaining competitive advantage from rivalry in an industry. Also these initiatives allow to seek
interests of more potential buyers towards the organisations.
Promotions: This functions involves providing knowledge about goods and service that
every organisation gives to their customers, while engaging them for buying and consuming
specific goods that have been introduced in market(Cohen, 2005). Basically, there are few
methods through which promotional activities have been conducted by marketer, in order to
gather attentions of customers to purchase the product. Some of promotional channels are
personal selling, advertisement, sales promotions and publicity. When talking about Coca-Cola,
managers have to invest more time on developing marketing plan, for improving promotional
activities with transparent information about product through effective communication channels.
The leaders could choose various online platforms like social media for advertising product
through You-Tube by introducing small advertisement pop-ups on every video that might be

viewed by online user. This step taken by executive will help in attracting potential and existing
buyers toward the products, it will help in increasing profit margin for the company.
From above briefed descriptions it has been analysed that these marketing functions, have
been identified as an important element in growing business and achieving objectives that are
designed by organisation(Dioko, 2016). While taking in consideration Coca-Cola, managers
have to give emphasis on formulating strategies that include critical assessment of market
informations through investigations, estimation of funds that could be effectively utilised by
producing products and packaging and labelling should be created innovatively, so that potential
buyers could be attracted towards the product which are already present in target market. It will
help in increasing brand value and profit margin of organisation.
Roles and Responsibilities of marketing which are related to wider organisational context
There are various roles and responsibilities of marketing managers that are important for
effectively operating business activities, while gaining business advantage in current competition
in market. The marketing leaders should inculcate skills that are utilised for engaging workforce
for actually performing task in an organisations(Duffett, 2017). The marketing functions has
huge impact in achieving competitive advantage for growing business in an industry. When
talking about Coca-Cola, marketing executive should give emphasis on estimating financial
budgets that are required for producing and manufacturing goods, implementations of
promotional activities and increase profit margins of company. There are strong relationship that
are build due to effective communication with other departments which are helpful in achieving
goals of company. Mentioned below are some of inter-relationship that marketing has with other
departments-
Marketing and Finance: The marketing managers have to estimate and discuss funds
that are required for producing and manufacturing product, as well as implementing sales and
promotional activities so that profit margins could be raised by the organisation. The role of
finance department is to provide accurate allocation of funds for operating business activities in
an organisation. In regards with Coca-Cola, leaders should give emphasis on proposing estimate
budget in front of finance manager so that activities can take place for growing business. In
contradictory finance department should pass the budget and allocate funds, so that raw
materials can be purchased from suppliers. Thereafter staff members effectively starts producing

goods in a systematic manner in an organisations. Henceforth a good communication between
both managers will result in producing quality product.
Marketing and Human Resource: The marketing department require ample number of
workforce for introducing promotional activities in an organisations. The human resource
department plays an important role in balancing demand and supply of workforce, as well as
hiring skilled applicant based on requirement of vacant job profile. The role of human resource
department is to organise and collaborate with other department for performing work in an
organisation(Gillespie and Riddle, 2015). The marketing as well human resource managers have
to satisfy existing and fresh employee with monetary and non-monetary benefits that will allow
workforce to work effectively in an organisations. Henceforth human resource could be
effectively used for selling goods through positive mouth marketing. When talking about Coca-
Cola, marketing managers have to communicate with human resource department in analysing
and fulfilling the demand-supply gap, by allocating right workforce at right time for operating
activities in company. The marketing department requires large number of skilled workforce in a
team while implementing sales activities in target market. The marketing manager should give
training session to their employees so that they can work productively in work culture. These
initiative will have positive result in improving customer base in specific industries.
Marketing and production: The marketing manager should timely communicate with
production executives, for monitoring the activities that are taking place in production
department in an organisation. The role of production department is to have accurate
management of stock inventories, so that raw materials could be easily available when demands
of specific product goes high in market(Griffitts, 2016). Thereafter immediate production could
effectively takes place in operating business activities in particular organisations. When talking
about Coca-Cola, managers should communicate with researcher for conducting investigation
about current trend that have been accepted by society, also have knowledge about preference
and changing buying behaviour of consumers. The conclusion of research will help production
department for raising quality standards in goods, also customise size of drinkable bottles
according to the requirement of customer. This initiatives will result in generating revenues that
will allow grabbing attention of shareholders for allocating more investment in an organisation.
Marketing and Information Technology: With advancement of technology, every firm
should introduce new machineries and update computerised software for effective production of

product in work environment of organisation. The key benefits of having information technology
cell that they will provide correct data about recent trends that are adapted by consumer in target
market. It will help in formulating marketing strategies by optimal utilisation of technical
resources for achieving competitive advantage by company while sustaining in industries. The
leaders could effectively use artificial intelligence for knowing current market positions of an
organisation(Groucutt and Hopkins, 2015) . The information technology helps marketers for
growing and exploring business across the globe. When talking about Coca-Cola leaders should
give emphasis on using current technology, for instance effective use of online platform. The
manager should communicate with IT department so that website and smartphone applications
could be developed for providing informations about product that will be recently launched in
market. As most of the buyer are online users, there could be chances that they will try to collect
more information about specific product. The managers could develop business blogs for
promoting goods and providing special offers directly on Instagram, Facebook and Twitter
accounts. Thereafter take instant feedback from consumer who have consumed the products, so
that they could make changes in their quality standards.
From above detailed description, it has been analysed that role of marketing manager of
Coca-Cola is very important for building cordial relationship between departments within an
organisation. There should be an effective communications, so that business activities could be
accurately managed and operate in work culture. The strong inter-relationship between
departments will result in producing quality product, which will help in meeting demands and
standards of consumers. It has been assumed when marketing combine with information
technology department, this helps leaders in using effective promotional channels for promoting
goods and providing after sale benefits to consumers. There are chances that more revenues
might be generated by increasing sales profit. It will help in capturing competitive advantage
from rivalries in market. When there is huge hike in sales margin, will generate interest in
shareholder for investing more shares in company. This will help leaders in creating brand value
in manufacturing industries.
A critical analysis and evaluation of the key elements of the marketing function and its
relationship with other functional units of an organisation
Marketing function is an important function of an organisation as it directly impacts the
sales of the company(Hair Jr and et. al., 2015). The key elements of marketing includes various

roles like price distribution, customer service management, promotions, marketing plans, etc. It
is very important for marketing managers to implement good strategies in their work so that they
will achieve goals and objectives of the company in time. The main focus of organisations is to
increase sales and profits and that is why it is important to have effective strategies. There are
both negative and positive impact of marketing roles and functions on other departments of the
function. Marketing plays an important role in helping company to increase sales and profits of
the company(Hugos, 2018). In context of Coca Cola, the marketing managers have good
marketing plans which helps in creating customer awareness of product in market. All
departments have to synchronise and coordinate with each other to achieve organisational
targets. Also, as discussed above marketing department is linked with all other departments of
the company. There must be proper flow of communication among organisational department so
that operations and business activities can be managed effectively. The marketing department of
Coca Cola undergoes surveys and researches for analysing the need of product in market. This
data and interpretation of market research is the base on which other department of Coca Cola
functions. The human resource department of Coca Cola hires and recruits employees on the
basis of requirement given by marketing managers. In this way skilled and knowledgable
employees are hired and easily goals and objectives are achieved.
ACTIVITY 2
Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives
Marketing is an operational function of the company which handles business activities
that are practised for increasing awareness about product or service of the company. Market is a
platform for both sellers and buyers where products are offered. Different organisations have
various marketing strategies and advertising for creating awareness among customers about
product or service (Kladou and et. al., 2016). The marketing mix is defined as the most essential
part of marketing plan. This consists of various factors which are necessary for the company and
they include all functions from manufacturing to sales of the product. This is set of various tools
of marketing which are used for generating marketing response in marketplace. There are
basically 7 P's of marketing mix which are known as product, price, place, promotion, product,

physical evidence and process. In context of Coca Cola, this company serves cold beverages
across the world and it has various competitors. The biggest competitor of Coca Cola is Pepsi.
Comparison of marketing mix of Coca Cola and Pepsi
Coca Cola Pepsi
Product Coca Cola has a large product
portfolio which consists of 500
sparkling brands. This
company provides around
3900 beverages across the
world. The leading product of
this company is Coca Cola
drink. This has 21 billion
dollar brands in it's portfolio.
The various products of this
company are given below-
Coca Cola- This is the most
popular and highest selling
soft drink of the world.
Sprite – This is also a famous
drink of this company that was
introduced in the year 1961.
Fanta – This is the second
oldest brand of Coca Cola
which was introduced in the
year 1940.
Diet Coke – This is known as
Coca Cola light and it is a
sugar and calorie free drink
that was introduced in the year
1982.
Pepsi cold drink is the main
product of Pepsi company.
The products offered by Pepsi
are carbonated drinks, fruit
juices and snacks. This
company has also ventured
into different areas like Lays,
Cheetos and Kukure. Pepsi has
further ventured into different
products like Diet Pepsi, 7 Up,
Lipton tea and Tropicana
juices.

Price The price of Coca Cola drinks
and beverages are very high as
compared to the other soft
drink brands. They are not
affordable by average
customers. But quality of these
products are very high. The
pricing strategy of Coca Cola
aims for increasing brand
loyalty. There is a decrease in
demand of soda products and
since then price competition
become intensive. If drinks of
Coca cola are purchased single
they cost more than buying
these products in bulk.
Pepsi aims to provide products
to customers according to their
needs. The price in the
marketing mix is fixed after
analysing beverage, snacks
and other products offered by
the company. The main target
of Pepsi are niche customers
and the price of Pepsi products
are a bit higher.
Place Coca Cola has a vast
distribution system and drinks
of this company are sold
across more than 200
countries. It has basically six
operating regions which
consists of Latin America,
North America, Europe,
Africa, Pacific and Eurasia.
Pepsi is sold in across 200
countries of the world. Pepsi
follows distribution strategy
and it focuses through
distributor relationships. Pepsi
products are easily available
and Pepsi conducts survey for
knowing the needs and
demands of customers.
Promotion Coca Cola spends a lot on
advertising and promoting of
products. This company uses
both traditional and modern
The main target of Pepsi
products are family and youth.
The main objectives
advertisements of Pepsi

channels for promoting its
drinks. The various ways used
by Coca Cola are TV
advertisements, outdoor
campaigns, social media,
magazines, promotional
videos, YouTube videos, etc.
includes family gatherings and
parties. They also focus on
encouraging youngsters and
youths for drinking soft drinks
offered by Pespsi.
Physical evidence Coca Cola drinks are offered
in glass bottles, plastic bottles
and small containers. These all
are sold in various quantities.
Drinks offered by Pepsi are
sold in plastic bottles, metal
containers, glass bottles. Other
products like wafers and
snacks are sold in packets and
sachets.
Process Process is defined as the way
by which company delivers
products to customers. Coca
Cola delivers products to
retailers and then customers
can buy these drinks.
Pepsi drinks are sold to
customers by using
manufacturing process through
supplier. Retailers sell Pepsi
drinks to customers directly.
Other products like wafers and
snacks offered by Pepsi are
also sold through retailers.
People Main customers who consume
drinks of this company are
youngsters, children, adults,
etc.
The target customers of Pepsi
are Youths and family. This
company also focuses on
youths and children.
Produce and evaluate a basic marketing plan for Coca Cola
Executive summary
The Coca Cola corporation is a well known brand around the world. It is famous for it's
quality products and services worldwide. There are more than 400 brands that are owned by