Marketing Essentials: Coca-Cola's Strategies and Analysis Report

This report provides a detailed analysis of Coca-Cola's marketing strategies, focusing on the roles and responsibilities of the marketing function within the organization and its external environment. It examines the key elements of the marketing function, including market information, product design, packaging, customer support, and brand management. The report also explores the interrelation between the marketing department and other functional departments such as human resources, research and development, and finance. Furthermore, it compares Coca-Cola's marketing mix (7Ps) with that of PepsiCo, highlighting differences in product offerings, pricing strategies, distribution, and promotional activities. The analysis includes a critical evaluation of the marketing function and its impact on organizational success, drawing on various academic sources to support the findings.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1. Roles and responsibilities of marketing function....................................................................1
2. Roles and responsibilities of marketing..................................................................................2
3. Roles and responsibilities of marketing in marketing environment.......................................3
4. Interrelation between marketing and other functional departments of organisation...............3
5. Critically evaluate key elements of marketing function and international with other function
department...................................................................................................................................4
TASK 2............................................................................................................................................5
6. Compare marketing mix with other organisation....................................................................5
7. Tactics apply by organisation..................................................................................................7
8. Basic marketing plan Covered in ppt......................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Marketing is the process of creating, communicating and delivering of goods and
services. It is very important part of the organisation (Armstrong and et.al., 2015). Present study
is based on the “coca-cola” a soft drink enterprise. It is the world's third most valuable brand
after apple and google company. It gets ranked number 87 in 2018. Following study lays
emphasis on roles and responsibilities of marketing function and related to wider organisational
context. It will also show 7 P's of marketing compare with other organisation marketing mix. It is
also highlighted by basic marketing plan for organisation.
TASK 1
1. Roles and responsibilities of marketing function.
Marketing defining the take action for business promoting and make effective nad useful
strategies for that. Marketing functions are most important part of the organisation. It is effective
and valuable for Coca-Cola. Functions of marketing are as follows:
Market information
It is important marketing function which is related to information of marketing. Role of
this marketing function in Coca-Cola is to identify the needs, wants and demands of customers
(Baker, 2016). Analysis the information that help to take decisions for success of company and
it is necessary for growth of product and services in marketplace.
Design and development of product
Product development and design it also plays an important role in organisation. Role of
this marketing function in Coca-Cola is to make effective and attractive design of product.
Attractive product development and design help to attract to target market. Cost do not matter in
market place but also the product design, shape and style matters in taking production decisions.
So, it is the important part of Coca-Cola.
Packaging. Labelling and branding
Packaging of product, labelling on it and brand is necessarily play important for the
developing marketing strategy and growth of product at market place. Role of this marketing
function in Coca - Cola is to involve design of product, labelling that includes information which
is related to product like manufacturing date and others etc. and branding help to develop trust of
customers (Fill and Turnbull, 2016). That is promotional tools of marketing.
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Customer support
Customer support services plays a very important role in Coca-Cola. That involves the
pre-sale services, after sale services, technical services, customer information and handling the
customers queries and complaints. That all are important for the marketing.
Marketing functions are important for developing and promoting product and services in
marketplace. That help to product and brand build its goodwill at marketplace.
2. Roles and responsibilities of marketing.
Marketing department is responsible for growing business revenue, market share and
contributing for growth of company and profits (Hair Jr and et.al., 2015). Roles and
responsibilities of marketing are as follows:
Defining and managing a brand
Defining and managing a brand image at the market place is the important roles in Coca-
Cola’s marketing department. It help to make effective and valuable brand image at marketplace.
It is the important role of marketing. By this product get valuable image between market and
customers.
Promoting product
Marketing section is responsible for promoting product at market place. For that they
make effective and valuable promotional strategies like channels of promotion, advertisement,
online channels (Heimbach, Kostyra and Hinz, 2015). They are also responsible for providing
better services to customers. It is important for growth of Coca-Cola.
Monitoring and controlling
It also plays an important role in Coca-Cola's marketing. Monitor and managing team is
important. Marketing manager manage social media pages and accounts very carefully from time
to time post at that. That posts are helpful for achieving business goals and objectives.
Supervise the outside vendors and agencies
Marketing team is responsible for selecting the vendors and agencies. They are support to
marketing material and provide market support. For that it is important for supervising the
vendors and agencies.
Marketing department is important part of the organisation. That help to promoting and
get mission of company. This serves face of Coca-cola at marketplace.
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3. Roles and responsibilities of marketing in marketing environment.
Marketing department plays an important role in marketing environment. That help to
development new technologies and strategies for promoting product and services at marketplace.
Roles and responsibilities of marketing in marketing environment are as follows:
New technologies
Technology is an important part of the organisation which help to make product
innovative (Kotler and et.al., 2015). Marketing plays an important role in marketing environment
which is technology environment. Roles of Coca-Cola’s marketing in this environment is
consists innovation, research and development of technology to run smooth operation of
marketing.
Competitors
Role of marketing in marketing environment is to understand the competitors that are
survived at marketplace. It is also important to understand that because they are affect to product
very badly. In this marketing have to make effective strategies from competitors.
Customer
Customers plays an important role in marketing environment. Marketing manager have to
understand the customers’ needs and wants. That help to create new product services at
marketplace. Through that they get knowledge of marketing environment. That analysis helps to
reduce noise between marketer and customer.
Marketing plays an important role in marketing environment (Kotler and et.al., 2015).
That is help to understand the competitors, customers and needs of developing new technologies
and strategies for marketing plan.
4. Interrelation between marketing and other functional departments of organisation.
Marketing department is not only responsible for developing and promoting product and
services at marketplace. It is also responsible for making strong relations with other function
department of Coca-cola. Other function department and its relation with marketing are as
follows:
Marketing & human resource department
Human resource department plays an important role in every function department. Hr
team help to marketing team for hiring new eligible candidate for the team and check their
qualification and skills are appropriate or not (Martell, 2018). Meanwhile, marketing department
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check and analysis this new candidate perfect for marketing work like selling, promoting and
research and develop new product ideas. So, both marketing and hr team have to make effective
and strong relation with each other’s. That is important for Coca-Cola growth.
Marketing & research and development department
It is important to making relation with research department of Coca-Cola. Marketing
section has a role of setting goals for developing product with the help of research and
development section (McDonald and Wilson, 2016). Meanwhile, R&D section make and
analysis the market and customer needs, wants and culture. That help to marketing for
developing new goals for customers. Strong relation of marketing and R&D is the success of
Coca-Cola.
Marketing & finance department
Relationship between marketing and finance team is effective in Coca-Cola. Finance
team allocate the funds to marketing team for their expenses which are related to marketing like
advertising, selling and other bills. Marketing section is able to generate the funds from
marketplace and placed to finance department. By this finance team have proper funds for
allocating to other departments. Strong relations of marketing and finance is important for
growth of Coca-Cola.
5. Critically evaluate key elements of marketing function and international with other function
department.
However, it has been critically evaluated that the marketing function plays an important
role in other function department. Market information is the function of marketing that plays an
important role in research and development department (Morgan, Whitler, Feng and Chari,
2018). R&D department help to marketing team to cover information of market which is related
to demand and wants of customers. It will be good for relation of marketing and its function but
most the times it will be bad because research result comes with some variations. By this
marketing function is able to get right message for the market information.
Design and development of product is also good marketing function. That plays an
important role in human resource department. Human resource department hire the new and
eligible candidates for the marketing team. By these employees and candidates are design the
product and develop strategies when their qualification and skills are perfect for that. It is good
for it relationship and growth of firm. But most of the time they hire candidate but their
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qualification and skills are not eligible. In that new candidates are not able to design the right
design of product.
TASK 2
6. Compare marketing mix with other organisation.
Coca-Cola’s marketing mix help to analyse the market place and its process. That
includes the promotion, place, price, product, process, people and physical evidence (7P's of
marketing mix, 2017). That are plays an important role at marketplace and product growths.
Analysis of marketing mix with other organisational marketing mix are as follows:
Marketing mix Coca-Cola Pepsi co
Product Coca-Cola’s product marketing
mix includes diet coke, fanta,
sprite, Coca-Cola zero and coca-
colas life etc.
This brand includes diet Pepsi,
mountain dew and sierra mist etc.
these all are the product
marketing mix of Pepsi co.
Price Coca-Cola’s pricing marketing
mix includes market presentation
pricing strategy (Pike, 2015). It is
Pepsi co uses economy and
bundled pricing strategy for fix
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Illustration 1: marketing mix
(Source: 7P's of marketing mix, 2017)

easy and best pricing strategy for
fix price. This will apply by
analysing the market and
customers’ needs and wants.
price of product.
Place Company uses the place where
they reach easily and fast and
where customers are easy to
purchase product. Like general
stores, restaurants, street and
movie theatres. That are the
place where company distribute
their products.
Organisation uses the place where
customers purchase product like
stores, collages and offices etc.
Promotion Promotion strategy is the best
way to promote product at
market place with good and
effective goodwill and brand
image. Company use the
advertisement, online and
positive public relation. Public
relations help to develop product
at market place.
Pepsi co use in their promotional
strategy that are advertisement
through newspapers, channels on
you tube and online promotion
(Rowley, 2016).
Process Coca-cola uses the natural
flavours in their product
production process. By these
customers gets natural soft drink.
Pepsi co use the distribution
strategy of process by that
company able to reach at every
place where customers see and
able to buy product according to
their needs and wants.
People Coca-cola has the eligible
employees. They are able to
handles to every customers and
Pepsi co is the foster corporate
which have valuable employees
and emphasized diversity at
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also able to solve their problems. workplace.
Physical evidence Coca-cola use in their physical
evidences are packaging,
labelling and full details of
production it puts on product
(West, Ford and Ibrahim, 2015).
By these customers get all the
information related to product
with labelling.
Pepsi co provides wealth
information of company. By this
customer are able to get
knowledge about company. Also,
provides a manufacturing process
of product. It is the physical
evidence.
Marketing mix is important for the product development at marketplace. Coca-cola use
the effective marketing, promotional and pricing strategies. In their promotional strategy
company use the advertisement, online promotion like social media, online resources and you
tube channels. That help to promote product at marketplace. Management of company use
market presentation pricing strategies. That help to understand the needs and wants of customer
and then fix price of product.
7. Tactics apply by organisation.
Tactics help to Coca-Cola’s for achieving the marketing objectives of firm. That are as
follows:
Market sizing
Marketing sizing help to analysis the various market sizes. This allows to company for
target first at market place. It will be effective and valuable for the company (Malhotra, 2015).
Coca-Cola’s product and quality that are different from each other. In that company have to
analysis market size. By this company is able to get correct information regarding to market
needs. That help to successfully meet with business objectives.
Developing new strategies
There is need to understand needs and wants of customers. Coca cola use these tactics for
developing growth of the company and successfully meet with business objectives. For that
Marketing manager make strategic plan. That involves the material process, marketing plan and
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strategies. Developing new strategies plays an important role in marketing environment. It is the
best policy for developing their product at market place.
8. Basic marketing plan Covered in ppt.
CONCLUSION
From the above study it had been concluded that the marketing played an important role
in organisation. That helped to develop product at market place. Report had been covered by the
roles and responsibilities of marketing functions and that played an important role in the
company for achieving the marketing goal. Report had been covered by Roles and
responsibilities of marketing in other functional department like hr, finance and research and
development department. Hr department helped to marketing department for hiring the eligible
candidates. Finance department allocated funds to marketing department for their marketing
expenses. R&D department has also helped to marketing to analysis needs of market. Marketing
department also responsible for develop marketing environment. Report had been covered by 7
P's of marketing mix. It has important and helpful for developing and analysing to market trends
and customers’ needs and wants. Budget has been important for pre judgement of future
expenses which happened in organisation.
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REFERENCES
Books and journals
Armstrong and et.al., 2015. Marketing: an introduction.
Baker, M. J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Fill, C. and Turnbull, S. L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Hair Jr and et.al., 2015. Essentials of business research methods. Routledge.
Heimbach, I., Kostyra, D. S. and Hinz, O., 2015. Marketing automation. Business & Information
Systems Engineering. 57(2). pp.129-133.
Kotler and et.al., 2015. Marketing. Pearson Higher Education AU.
Malhotra, N. K., 2015. Essentials of marketing research: A hands-on orientation. Essex:
Pearson.
Martell, D. A., 2018. Marketing Information and New Technology. In Management Information
Systems: The Technology Challenge (pp. 161-181). Routledge.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Morgan, N. A., Whitler, K. A., Feng, H. and Chari, S., 2018. Research in marketing strategy.
Journal of the Academy of Marketing Science. pp.1-26.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Rowley, J., 2016. Information marketing. Routledge.
West, D. C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive
advantage. Oxford University Press, USA.
ONLINE
7P's of marketing mix. 2017. [online]. Available through:
<https://www.cheshnotes.com/2017/03/coca-cola-marketing-mix/>
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