Report on Marketing & Communications in the Digital World

This report provides an analysis of marketing and communications strategies in the digital world, focusing on the 'New Coke' product by Coca-Cola. It examines the marketing mix elements (product, price, promotion, physical evidence, process, and people), highlighting both positive and negative aspects of each. The report further delves into market research methodologies suitable for relaunching the product, such as open-ended questionnaires and social media listening, while also discussing less suitable methods like focus groups and descriptive methods. A detailed marketing research plan is outlined, encompassing situation analysis, objective setting, financial planning, target audience identification, and research method selection. The report concludes with insights on developing a digital marketing campaign, emphasizing the importance of budget allocation, unique taglines, influencer marketing, and sustainable packaging. It also addresses the strengths and weaknesses of the research findings, ultimately emphasizing the crucial role of effective marketing in business growth. Desklib provides access to similar reports and solved assignments for students.

MARKETING &
COMMUNICATIONS IN A
DIGITAL WORLD

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Marketing mix for new coke product..........................................................................................3
Market research for product relaunch of coca cola.....................................................................5
Marketing research plan..............................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCE..................................................................................................................................8

INTRODUCTION
Marketing refer as the activity which is used to promote the product and services of
organisation, it is done to drive the maximum revenues for business. communication in digital
world can only be done by the effective marketing platform which offers by digital platform. It
provides the better communication way from where the organisation can easily advertise their
item without making huge investment (Marshall, 2019). Coca cola a carbonated soft drink which
is developed by company, and have unique presence across the world in beverages industry. This
report will illustrate the marketing of ‘new coke’ product by coca cola, it covers the marketing
mix for the product which also involves the positive and negative aspect of marketing mix
element. Further move it also carries out the marketing research and detailed marketing research
plan along with the development of marketing campaign.
MAIN BODY
Marketing mix for new coke product
It is referring as the set of rules, tactics and strategies which the organisation used in order to
promote their brand item in their chosen market field. It involves its elements which are as
follows:
Product: Product is the umbrella term which is up to the organisation to design it wisely in order
to maximise its sale. It should be unique and attractive so that customer will buy it, it is the
organisational responsibility to provide the qualitative product to consumer. New coke is the new
product for coca cola, company need to ensure that their product have quality which mesmerised
the customer preference (Zherdetska and et.al 2021). For the positive effect, it is essential to put

the product in front of consumers, it will give good hike to new coke product. While negative
impact can be as if the other firm also have the kind of same product then it will be difficult for
the new coke product to gain the consumer attention.
Price: Price is something which is paid by the consumer against their buying of any commodity.
It is important to come up with proper pricing strategy to increase the customer base for product.
For ‘new coke’ product it is important for coca cola to set the specific pricing which looks
affordable to the customer. As positive impact of price at first launch as if it is design suitably
then helps in developing customer base it is suggested to set affordable price for new coke at
first. Negative impact can be if it the price for new product set to be higher then in such it
decreases the marketing effectiveness.
Promotion: It is the main activity to promote the item through different medium to catch the
eyes of consumer. For New coke product firm can proceed to use the social media platform as it
is cost and time convenient, they can also hire the influencer for the advertisement of product
and to also sell product on stores. Positive impact can be to use social media ca increase the
product awareness of new coke and negative can be if it is not done properly then no consumer
will buys the product.
Physical evidence: It involves the approaches which the consumer interact with it, can be a
unique packaging. Coca cola always come up with unique packaging, thus for the new coke
company can proceed to design it well and unique which aims to target customers. As for
positive aspect coca cola can begin to provide better and affordable services so it will look
appealing to consumer (Warrink, 2018). Negative can be if the things are not at right place such
as not unique packaging can damage the brand image.
Process: It is the internal process which is used for developing the products, it involves the
strategic marketing analysis, marketing control and plan. For new coke it is essential for firm to
involve the marketing implementation to include qualitative properties in product. Positive
impact can be to manufacture the product with the help of skill full employees which complete
the project within a time frame and budget. Negative aspect can be if team is not determined then
the result can be worse.
People: People are those who directly or indirectly involves in the business, as the product and
services tends to develop and consumed at same moment. Thus for the New coke it is important
to have knowledgeable staff which interact with the customer to provide every detail of new

coke product. Thus positive impact can be to develop good customer relationship with better
services and negative can lead to poor customer experience.
Market research for product relaunch of coca cola
Market research is the essential method for identifying the viability of the new product and
services with the research that is directly conducted with the potential customers. It is important
for the Coca cola company to give importance to the market research which will help them in
relaunching their New coke product in front of large audience. For launching the product
research key requirements are to know the market it will help the coca cola company to know
their competitors so that they can easily prepare the strategy to implement on it to make a
successful launch. Other requirement is to know target consumer and to devise the value
proposition which helps in making decision regarding product. Thus these are the prior
requirement for market research (Halunko, Kurkova and Oksin, 2018). For the new coke
product launch most probably the problem can be lack of collaboration among the team
members, as for the project manager of the New coke need to involve every member in
development phase it will help in delivering valuable product. Some research methods are as
follows:
Open ended questionnaire:
For the new coke product company can proceed to conduct survey to ask the public about
what they think of new coke as a beverage product, it will help them in constructing project
report so that they can easily aim particular segment for launching the new product. This is the
suitable approach so that company can easily proceed with preparing their implementation
strategy.
Social media listening:
Social media users also offer the wide range of the offers about the different topics which
can the firm can use it to design their products accordingly. With this social media listening
market researcher of coca cola can easily understand what consumers are demanding, thus it will
help the company for suitably marketing their new coke product.
Other research methods which are not suitable are focus group as it is more expensive and in
this participants are not able to easily share their opinion, also arrangement of such can cost
more. Another method can be descriptive method as it only answer to what question it does not

explain the answer for why and how thus it is not appropriate for finding the reason and effect
relationship. Thus coca cola company can proceed to know their market and to follow the survey
research method.
Marketing research plan
Research plan lay out with the careful actions taken by the marketing team for the new
product the marketing research plan are as follows:
Conduct the comprehensive condition analysis:
In this situation analysis coco cola can proceed to know their competition in the market
or to identify their internal or external problem so that they can make plan for improvement. It
will help them in their product launch.
Clear the market objectives:
Coco cola firm required to set the desired objectives with the realistic and also attainable
goals, it will help the new coke project team to know the timeline for delivery and to know the
target audience (Tikhonov and et.al 2020).
Develop a financial plan:
It is most important step in marketing plan as it enables the coco cola to answer the
question which are critical elements to their business, with this they can easily know the
operating expenses for new coke product.
Know the target audience:
Once the company know whom they are competing with next approach is to determine
the customer segment. Thus with this coco cola can easily know their target audience to deliver
their new product and services.
Outline the Research methods:
It is most important aspect to begin with the researching journey, as for the coco cola
they can proceed to use the open ended survey question with the customer in market and also
from social media listening, they will be able to design or delivers the product accordingly.
Marketing campaign in digital world:
For the marketing campaign it is important to begin with proper budget, for the new coke
product company can go with the unique tagline so it attracts the consume towards it. Company
can proceed to hire the influencers from social media which is good marketing, they can also

take move to provide the sustainable packaging for new coke which can be reuse again as it
helps in developing customer base for it (Baturina and et.al 2019).
Strength of the research and findings as customer reviews helps in determining the better
position for product, weakness can be lack of team understanding as to provide better work place
environment will make the coca cola to accomplish their goals and objectives.
CONCLUSION
From the above report it is concluded that marketing is the essential tool which provides
the opportunities to the business to grow their shares. Following report have illustrated the
marketing mix element for company, it also discusses the market research methods and their
suitability, it lastly concludes with the market research plan.

REFERENCE
Books and journals
Baturina, O.E. and et.al 2019. Development of the university image positioning methods in the
context of its marketing strategy.
Halunko, V., Kurkova, K. and Oksin, V., 2018. Methods of assessing the efficiency of Internet
Marketing communications. Baltic Journal of Economic Studies. 4(4). pp.76-86.
Marshall, J.B., 2019. The Viability of Online Personal Training: Business Plan (Doctoral
dissertation, Kalamazoo, Mich.: Kalamazoo College.).
Tikhonov, G.V. and et.al 2020. Marketing as an effective control of progressive
innovations. TEM Journal. 9(3). p.1094.
Warrink, D., 2018. The marketing mix in a marketing 3.0 context. International Journal of
innovation and economic development. 4(4). pp.7-11.
Zherdetska, L. and et.al 2021. Digital banking in the marketing mix and human resource
management: improving the approach to the assessment as an innovative
component. Laplage em Revista. 7(3A). pp.111-119.