Level 4 Report: Marketing and Communication in a Digital World

This report analyzes marketing communication in the digital world, focusing on the challenges businesses face when relaunching a product, using the Coca-Cola "New Coke" case as an example. It examines the seven elements of the marketing mix (product, price, place, promotion, packaging, positioning, and people) and their positive and negative impacts. The report also discusses primary and secondary research methods, including interviews, questionnaires, observations, and online data, to determine the most effective market research plan for a product relaunch. The analysis includes a presentation on Coca-Cola's target audience and market segmentation, along with promotional strategies for an effective marketing campaign.

Marketing
communication in the
digital world

Table of Contents
INTRODUCTION ..........................................................................................................................2
1. Elements of Marketing Mix:...................................................................................................2
2.Research Method Selection: ....................................................................................................5
3.Research Plan: .........................................................................................................................8
PPT ...........................................................................................................................................10
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing and communication in digital world plays essential role as it is a way of
interaction between the consumer and their preferred brands. In digital environment
communication has particular some different characteristics that is different from Autonomous
interaction. In this digital world communication is the basic condition for separate existence or
social coexistence. Main aim of this report is to analyse that how marketing and communication
in digital world plays important role. Along with this what are the challenges faced by the
business when they relaunching any brand or product (Kartajaya Setiawan and Kotler 2021).
This report include brief marketing analysis of COCA-COLA company who relaunch their
product as New Coke in the market. How New-coke from Coca-cola company utilize all seven
elements of marketing mix, identification of both positive or negative effects of elements of
marketing mix. Secondly, Research methods as well as market research plan. Along with this
report includes presentation on Coca-cola target audience and market segmentation, promotional
mix for the effective marketing campaign.
TASK
1. Elements of Marketing Mix:
Marketing Mix: It refers to an effective strategic tool which helps the marketers to identify
different factors and ways which can affect business both internally and externally. This strategic
tool company can use to promote its product or brand in the whole market. Marketing mix
includes seven P's that is Product, price, place, promotion, packaging, positioning and people.
When coca-cola company initially relaunch its produce in market they can use marketing mix for
their product as well as business growth and development.
Elements of Marketing Mix:
It refers that all the elements of marketing mix affected by each other. Marketing mix
requires lot's of market research, understanding from users to trade to manufacturing and several
other factors (Chaudhuri 2020).
Product:
It refers to an element which actually being sold in the market. The product from Coca-
cola company New Coke must be deliver a minimum level of performance or else even the

effective work on the rest of marketing mix elements won't do any good. As Coca-cola is one of
the biggest brand portfolio of around 500 sparkling. It's market existence is around 200
countries. IF business maintain high product width and depth diversifies business can reduce risk
and dependence on single product line (Liu and Zhang 2019).
 Positive aspect of Product Mix: Launching new product in market by Coca-cola
company helps them to adjust changing consumer preferences and demand while
decreasing risk of product.
 Negative aspect of Product Mix: Introducing new product in market involves high risk,
as new product come with uncertainty. It requires high cost, because new product
requires market research, advertising.
Price:
In the market of beverages there are so many buyers but limited sellers. In beverages
market Coca-Cola and Pepsi are the most ruling payers. Prices of both the company product coke
and Pepsi are mostly similar. If coke company launch their new product at lower price as
compared to Pepsi, then the consumer firstly prefer to purchase their product as consumer are
price sensitive.
 Positive aspect of Price: Setting lower prices as compared to competitors prices help
Coca-cola to earn high profit as customer's are prefer to click on one of their
advertisement and purchase their product.
 Negative Aspect of Price: There are various internal and external factors which can
effect pricing of New Coke such as production cost, Competitors pricing.
Place:
It indicates the point of sale. If company want to catch the eye of customer and making it
easy for them to purchase it is the main target of effective place or distribution strategy. It aim to
reduce gap between the producers and consumers by concentrating on the area of business. Coca
cola has an high beverages distribution channels as it operates their business in 6 regions.
 Positive aspects of Place: As if coca cola company use its existing distribution channel
for their new product it will reduce money, times as well as human resource of the
company. Alo9ng with this distributors can quickly tap a network of retailers and other
distributors to support in market coverage (Murakam and Miura 2021).

 Negative aspects of place: If Coca-cola company use different channels o0fr
distribution, then contact with the end user are scarified for the capability to contact with
different end users (Patel and Lakhataria 2018).
Promotion:
It refers to all the operations and activities done to make goods and services known to the
user and trade. This involves advertisement, direct marketing, schemes, press reports. Coca cola
company use traditional and modern both the channels to promote or advertise its products and
brands. As in 2016 coca-cola company i9ntroduce its taste the felling campaign to promotes its
product which units all of its products.
 Positive aspects of Promotion: Promotion increases company's ROI by raising
customer's engagement, satisfaction, and retention. This will support company's to raise
number of visitors as promotion help company's to promote brand in the market.
 Negative aspect of promotion: Promotion is not always lo9ng-term solution. IT helps
to ensure immediate success because sales promotion is too short-term in nature.
People:
People who are working in company are the forefront at the time of interacting with
customers, taking and processing their demand, orders. These people are the face of the
organisation as customer recognise them. Their knowledge about the company's goods and
services, capability to fit important information need to be optimised. If company provide
effective training to their people or employees, they can show an opportunity to differentiate an
offering in market.
 Positive aspects: Employees or people of the company plays essential role as without
them growth of the business is impossible as they are the face of business their way to
treat customer affect business profit.
 Negative Aspects: If company not provide effective training to their people than they can
face negative impact on their profit as lack of proper knowledge highly affect on their
sale because they are not able to convince customer's for their product.
Process:
It refers to delivering product to the customer have to be designed in such a way for
maximum reliability and efficiency (Efremenko Panasenkova and Kalieva 2020). If Coca-cola
company analyse customer journey step they can effective make their product whole process

 Positive aspects: It helps company to make effective and smooth functioning of all
operations. If the company understand customer's journey they can make plan according
to them which help them to conduct business operations smothy.
 Negative aspects: If coca-cola company do not set effective process for their operations
and activities then they can face negative impacts as without effective processing of
function they are not able to fulfil ail the demands of customer's (Fan 2020).
Physical Evidence:
It refers to the tangible mark of the grade of experience that company is providing. It can
be specifically useful at the time when customer has not purchase from the business before and
require some reassurance, or wanted to pay before when service delivered.
 Positive aspect: It help the company to analyse what customer want because customer
want some evidence about their services which they offered.
 Negative aspects: Customer's before purchasing product analyse the quality and quantity
of product which will adversely affects business. Such as if customer taste new coke and
spread the news about the quality and quantity of product on social media websites or any
other platform then that will adversely affect business.
2.Research Method Selection:
It refers to the data type which company gather about their customer's, competitors,
market and that will influence the research methods. Any business can gather information from
two sources that is primary and secondary. Company utilize this data to establish effective
product design, to enhance customer's experience, and make effective marketing strategies that
help business to attract quality drive and enhance rate of conversion.
To ensure the efficient New coke relaunch it became essential for the coca-cola company to
carry out effective market research with the help of mitigating possible marketing issues. For this
purpose, brief identification and selection of most appropriate research methods are required,
analysis of different market research are discussed below.
Primary Research:
It is also known as field research. This research is conduct for a specific purpose
(Erlangga and Sos 2020). This method involves various tools and techniques that are utilize for
the direct collection of data for the collected data. Primary research is more valuable as
compared to secondary research as it provide data rather then relying on second-hand data which

was initially gathered for another purpose but at the same time this method is time consuming
and expensive.
Type of Primary Research
Interview:
It plays essential role when big amount of data require to be gather from a small sample
of subjects (Roy 2021). It can be conduct from one-to-one small question of groups and answer
session, Interview preferred as most helpful where a big amount of data are required to be
gat5hered from a small sample of subject. Interview are basically used to create information
from an well-known about a specialist topic.
 Benefits: It gelp in depth and theoretical data about the nature and behaviour of the
specific participants.
 Drawbacks: Interview consumes more time and are complex in nature.
Questionnaire:
It indicates effective research instrument which consists various sets of question or some
other type of prompts that main target is to gather information or data from a respondent.
Basically it is a mixture of close-ended questions and open-ended question.
 Benefits: It encourages economical methods of data collection along with the large
coverage. In this there is less chance of any type of bias if they have standard set of
questions to be utilize for target audience. Online survey is cost effective and quick, as it
provides rich sets of features to analyse, and distributed.
 Drawbacks: The main drawback of questionnaire that is gathered and analyse only
numeric data, which shows lack in depth of data.
Observations:
It refers that observations are convey impartially, by simply observing any act or event
and taking set and organised one. In observation there is no direct connection between the
subject and researchers. This is an effect6ive method as it reduces the potential bias which could
be encountered at the time of survey and interview. It can also be convey by camera or by a well
knowledge observer.
 Benefits: Observation helps higher level of accuracy as it gives simple and easier method
for effective framing of hypothesis (Kumar and Sharma 2021).

 Drawbacks: Observation is highly appropriate for the project which are related to
scientific nature along with the problem of lack of effective control or management in
quantification (Pencarelli 2020).
According to the above case, utilization of questionnaire and observation is seemed to be the
most suitable as interview majorly help in depth data or information and questionnaire helps in
effective presentation of fact that utilize use of observation is not suitable for current market
research as it is appropriate for scientific nature of study and also there is lack of effective
control.
Secondary Method:
It refers that data collected by other than actual user. It means collect information or data
is already available by someone. Secondary data involves books, journal, magazines, newspaper.
Secondary research method used majorly in various fields of industries and study, like in market
research, legal research. Researcher can gather data from various sources such as government
agencies, educational institutions, commercial information sources etc.
Types of Secondary Methods:
Data from Online:
Secondary data can be collected through online platforms such as internet. This method is
the most popular as it provide large data for both free and paid sources that can be simply
available with the simple click of button.
 Benefits: This method is simple and easily adoptable as now days every individual use
phones, internet, they can easily assess data from various sources.
 Drawbacks: While utilising this data type researcher have to considered and take care to
depend on individually on original sites when gathering data from sites.
Data from Institutions of learning:
This method type is also an effective way to gather data as educational institutions such
as faculties, colleges are the great source of secondary information because many research is
obtained in educational institutions as compared to the other sectors.
 Benefits: This method type is easier to gather information because learning institutions
are committed to solve issues and expanding the body of knowledge. Researcher can
easily get material from educational facilities for the reason of research.

 Drawback: There may be lack of quality as there is lot of data available in educational
institution it became difficult for them to find effective data among lots of data.
3.Research Plan:
It is an effective overview of whole project, research plan help to set effective plan towards
business success and growth. Research plan assists company to determine the goals. The main
objective and aim of conducting Coca-cola relaunched product New coke research are discussed
below:
Aim:
Main aim of this research is “To analyse and evaluate the essential areas that help Coca-
cola company to effectively and efficiently introduce or relaunch their product NEW COKE in
the market which help the company to increase their business growth and development”.
Research Objective:
 To analyse different key factors and areas in which improvement is needed to support
relaunching of New coke.
 To evaluate how entry of new product in market help Coca-cola company to enhance
their profit as well as growth in whole market.
Research Method:
From the above primary data interview and Questionnaire have been chosen for analysing
above relaunching of Coca-cola new product in market.
Questionnaire
Q1) According to your point of view, what plays important role in effective relaunch of
the Coca-cola new product NEW COKE.
1) Price
2) Place
3) Promotion
4) All of the above

Q2 What is the most appropriate role of marketing and communication seen in
improvement of productivity and growth of NEW COKE at the time of Relaunch
1) Positive
2) Adverse
Q3) Which research method is best suitable for big data type
1) Primary data
2) Secondary data
Questions for interview
1) In what way you want to justify the essential role of Seven P's of marketing mix which
help in growth and success level of the New Coke at the time of its relaunch?
2) On which aspect of research Coca-cola company have to focus at the time of effective
relaunch of its NEW COKE product.
Sampling
With the help of random sampling method, a sample size of 10 participants has been chosen
from the customers of Coca-Cola for undertaking existing primary research.
Research Findings and analysis: With the help of questionnaire interpretation of collected data
analyse
Matter 1:

Q1) According to your point of view, what plays important
role in effective relaunch of the Coca-cola new product NEW
COKE.
1) Price
2) Place
3) Promotion
4) All of the above
PPT

CONCLUSION
As per the above case of marketing mix, marketing mix plays essential role as it is an effective
management tool which gives business effective tools and techniques for all the essent6ial
aspects like price, place, product, promotion etc. Along with this it also observed that there are
different primary and secondary sources which help company to analyse different market
ongoing trends and undertake a research such as questionnaire and interview. Lastly, report
includes a brief summation on the use of online channels alo9ng with efficient market5ing
campaigns which support success of business and productivity.

REFERENCES
Books and Journals
Kartajaya, H., Setiawan, I. and Kotler, P., 2021. Marketing 5.0: Technology for humanity. John
Wiley & Sons.
Chaudhuri, P., 2020. Influence of Digital Marketing Channels on the Consumer Buying
Process. Journal of Emerging Technologies and Innovative Research. Communications in
Statistics, 7(8), pp.96-105.
Liu, Y. and Zhang, T., 2019, June. Research on digital marketing strategies of fast fashion
clothing brands based on big data. In 2019 34rd Youth Academic Annual Conference of
Chinese Association of Automation (YAC) (pp. 552-556). IEEE.
Murakami, Y.Y., Okasaki, N. and Miura, K., 2021. A systematic mapping study of digital
marketing and large manufacturing firms: perspective from Japan. Journal of Marketing
and Communication, 4(2).
Patel, M.H.D. and Lakhataria, K.I., 2018. The role of Digital and Social Media Marketing in
Consumer Behavior. INTERNATIONAL JOURNAL OF ADVANCES IN COMPUTING
AND MANAGEMENT, p.11.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. Organizational
transformation and managing innovation in the fourth industrial revolution, pp.86-103.
Efremenko, I., Panasenkova, T. and Kalieva, O., 2020, November. Russian companies marketing
activity transformation in foreign markets in the conditions of digitalization.
In Proceedings of the International Scientific Conference-Digital Transformation on
Manufacturing, Infrastructure and Service (pp. 1-7).
Fan, F., 2020. WeChat Marketing Case Study: How to Use Social Media to Communicate with
Virtual Audiences in China. In New Media Spectacles and Multimodal Creativity in a
Globalised Asia (pp. 207-225). Springer, Singapore.
Erlangga, H. and Sos, S., 2020. The Challenges of Organizational Communication in the Digital
Era.
Roy, A., 2021. Facebook ads have a greater hold on digital marketing of Bangladesh-an
observational study on wavemaker Bangladesh.

Kumar, M., Kirpalani, C. and Sharma, R., 2021. An Empirical Research on Attitude and
Decision Behaviour of Students with regard to Digital Marketing
Communication. Annals of the Romanian Society for Cell Biology, pp.16629-16636.
Pencarelli, T., 2020. The digital revolution in the travel and tourism industry. Information
Technology & Tourism, 22(3), pp.455-476. Saura, J.R., Palos-Sanchez, P.R. and
Correia, M.B., 2019.