Marketing Report: Coca-Cola's Strategies, Roles, and Planning

This report delves into the core aspects of marketing, examining the key roles and responsibilities of the marketing function within an open market. It explores the relationship between marketing and other organizational functions, using Coca-Cola as a case study. The report analyzes how marketing strategies, including market research, promotion, and brand management, are applied. It also compares different marketing mix approaches and formulates a basic marketing plan. Furthermore, it emphasizes the importance of effective marketing in attracting customers, building brand recognition, and achieving business objectives. The report covers aspects such as product design, distribution channels, and the role of information systems in marketing, offering insights into the dynamic nature of marketing in a competitive environment.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Discuss the key roles and responsibilities of the marketing function in the open market
place............................................................................................................................................3
P2 Explain how roles and responsibilities of marketing related to other function of
organisation.................................................................................................................................6
TASK 2............................................................................................................................................9
P3 Defined the comparison between different organisation by applying the marketing mix.....9
P4 Formulate and evaluate a basic marketing plan for an administration. ..............................15
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18
.......................................................................................................................................................19
..................................................................................................................................................19

INTRODUCTION
Every business in the cut throat competitive world carried about marketing activities in
order to raise the sales volume. It is a collection of activities which firm adopts in order to
promote the goods and services to satisfy the emerging needs of the customers. Depending upon
their business type administration adopts marketing tools accordingly to gain huge profits.
Mainly it plays a vital role in ascertaining and examining the size of the market as well as in
attaining profitability at a large scale. The main aim of marketing is to attract targeted customers
towards the goods and services in the open market place. However effective marketing strategy
assist business associates to build healthy and long term relations with the client.
This report is based on Coca Cola which is a carbonated soft drink came into existence in
the late 19th century around 133 years ago. The founder of the organization is John Stith
Pemberton and deals in product such as, RC Cola, Kola Real, Cavan Cola, Afri- Cola, Pepsi etc.
this assignment overs roles and responsibilities of marketing function in the market place.
Moreover, it throw-light on how roles and responsibilities of marketing relate to wider
organizational context. Moreover, compare distinguished ways of marketing mix to the
marketing planning in order to accomplish set standards in the competitive market place.
Additionally, marketing plan is examined and evaluated for an administration.
TASK 1
P1 Discuss the key roles and responsibilities of the marketing function in the open market place
Marketing plays a significant role in the global village as it assist the organization to
promote or advertise the innovative goods and services across the boundaries. In the era of 21st
century every small and big enterprise adopts effective marketing tactics to commercialize their
product and service in the cut throat competitive world (Babin and Zikmund, 2015). Whereas,
ineffective marketing tools leads a company to wind up the business from the open marketplace
and shows the door of exist to both firm and it's product. Coca Cola adopts unique marketing
strategies to grab huge market ratio in the global market as adopts innovative tactics to pull
potential customers for the drink. Here, unique marketing idea aid top level management to take
effective decision for growth and development of the business at international level. Here, the
roles and responsibilities of marketing in regards to Coca Cola are understood as:

Market research: Here, in this case Coca Cola investigate the market scenario and
accumulated relevant information of the trends prevailing in the open market place. This
provides a rough idea about the current trend prevailing in the competitive world and
respectively administration frame tactics. The top level management or assistant manger of the
business associates come up with innovative drink by examining the current trends prevailing in
the competitive market place. By doing so productivity and profitability ratio raised at a
tremendous scale which is a positive sign for the firm. However, this marketing function carries
out roles and responsibilities by formulating the goods and services in a effective manner and
ensuring long term profit maximization in the neck to neck competition (Baker and Magnini,
2016)
Promotion: The key roles and responsibilities of this particular function is to make
people aware about the Coca cola innovative drink in the open market as it directly assist in
companies growth. This is the most essential marketing function role as it create awarenesses of
the drink and push them to buy the product. Here, it includes various promotional tools such as ,
personal selling, advertisement on banners, television, social media platforms (Facebook,
Instagram, twitter etc. through which drink and brand can be recognized in the eyes of the
customers.
Brand management: In this particular case the roles and responsibilities are performed
by handling and managing the brand image in the cut throat competitive world. By doing so
brand recognition is done at large scale due to which sales volume of the drink is raised. Coca
Cola Cola is accountable to raise the brand management across the boundaries by coming up
with unique taste in drink. This directly leads to gain competitive advantages by providing
quality and healthy drink at reasonable price as compared to it's rivalry. Also, business can
survive for longer time duration in the instance competitive world (Bastable, 2016).
Formulating strategies: This is the key role and function which is performed by
administration in context of marketing. By deeply evaluating the market scenario the strategies
are designed so that more number of targeted customers can be pulled fort the goods and
services. Effective planning of marketing can be done by better understanding the current trends
and preferences running in the market. Accordingly, firm motivates it's skilled and capable staff
members to perform effectively and efficiently to meet the emerging needs of the drink. As well
as aid in attaining set objectives of the enterprise in the set time duration.

Choosing appropriate promotional channel of distribution:The top level
management of Coca Cola adopts effective channel of distribution to commercialize their drink
in the market. They plays a significant role and responsibilities in making customers aware
regarding the drink and stimulating them to purchase the goods. Coca Cola adopts appropriate
channel of distribution and keep in view that it is cost effective and is able to meet the demands
of the consumers on set time duration. In effective distribution channel causes loss for the
company as well as set objectives are not meet on time.
Marketing planning: This marketing function plays an critical role and responsibilities
of assisting staff members within administration job profile. So that they can design strategies
and tactics in order to achieve the stated standards of the enterprise. Marketing planning is
concern with framing aim and goals of the company so as to formulate tactics to accomplish
them in the instance competitive world(Boschetti and Massaron, 2015). The plan related to
marketing and strategies are changed or modified according to the dynamic environment and
their need in the open market place. This is a never ending process and goes on and on in the
global market.
Information system: Coca Cola adopts modified information system in their working
premises so that demand of the consumers can be fulfilled. By doing so market value and
goodwill is increased in the market place which is a positive sign for the enterprise. Top level
management plays a vital role and responsibilities in managing information system effectively in
the working premises. By implementation of this aspects switching rate of potential customers
are reduced as they are able to meet the emerging taste of the customers. To grow globally it is
important for business concern to gather information from internal and external sources. By
doing so tactics can be designed respectively and best out comes can be achieved in the set time
framer.
Product designing and development: In this particular case administration plays a
crucial role and responsibilities in developing and designing innovative drink in the competitive
world. By studying the competitors tactics Coca Cola come up with unique and different design
pattern of the drink in the open market place(Brady, 2014). Also, administration gets motivated
to come up with creative drink and taste to capture huge market ratio. By doing so more and
more customer base can be raised for the drink as well as directly raises the sales volume. All
this leads in generation of huge profits and achievement of set objectives on set time frame.

Therefore, above stated are distinguished roles and responsibilities which marketing
function plays in the administration. It assist Coca Cola to perform the business operations
effectively and efficiently in appropriate manner. This directly leads to generation of healthy
and valuable drink for their consumers in order to meet their satisfactory level in neck to neck
competitive world.
There are numerous concepts of marketing which facilitates efficacious information
about current as well as upcoming trends of marketing which are mentioned below:
 Selling concept: It is the concepts that concentrate on creating actual product sell in
respect of quality and the clients requirements. By selecting this particular concept Coca
Cola can focus on selling their products at large scale and maximise its promotional
procedures for enhancing sales for the firm(Carr, 2014)
 Marketing Concepts: This is considered as a concept which fully concentrate towards
consumers as overall strategies adapted by company in order to direct the requirements of
the consumers. It is an effectual concept as this focus upon pulling the strategies that
increase the brand competence. This adapts as a “sense-and-response” philosophy, it
means that firm must develop effective products for clients rather than identifying right
consumer for its product.
 Product concept: It is the concept which depends upon ideology that goods will be
considered through consumers which quality is good and creative in nature. Coca Cola
can comply this particular concept so that it can concentrate on standard product quality
in order to grab the attention of the clients and maximise their brand image.
As per recent market scenarios, from the above concepts Coca Cola should adapt marketing as
well as societal-marketing concepts effectually in order to assure success in respect of its rivals.
P2 Explain how roles and responsibilities of marketing related to other function of organisation
In corporate world, marketing plays an important role and responsibilities in every
function of the organisation(De Jong, Marston and Roth, 2015). An organisation is divided into
various departments, every department have special role of marketing in their activities. With the
helps of marketing they can easily attain their organisation goals and objectives. Coca cola also
has various departments as it is a largest organisation. For operating their every departmental
activity smoothly they need to maintain healthy relationship with marketing department as it is

responsible for every department success and growth. The relationship of marketing with others
departments functions are described below:-
 Marketing and production : These both departments are well-connected with each other
as marketing department is responsible for collect the relevant information regarding the
products in the market and production department produce those products which are high
demand in the market. A health relationship between these departments helps an
organisation to achieve their desired outcome(Eng, 2017). Moreover, marketing
department providing necessary information about customers needs, choices, preferences
to the production departments so they able to operate their activities according to the
current trends and technologies which helps them to attract a large number of customers
towards their products. Also, marketing department help them to formulating effective
strategies which are related to their pricing and promotional activities.
 Marketing and human resource department: These both department are interrelated
with each other. In any organisation Human resource department is responsible for the
every activities in the organisation as they are liable for recruiting the right people in the
organisation and provide them proper training for their development. In all the activities
of HR department, marketing manger will help them to scoping out the job, an individual
profile, and advertising the job. Moreover, marketing also helps Coca Cola HR
department in attracting a range of candidates through proper telling them a proper
description of job. Also, marketing department is well- connect with the market research
which help to find the current trends so it will help them to HR department to employ
candidates who can easily work with the environmental and customers behaviour
changes.
 Marketing and research & development department: These both the department are
related with each other. R&D department has their main focus on the generating new
products ideas and new processes(Gillespie, 2015). In generating the new ideas and
processes marketing department will help them, by researching proper information about
market like which products are on high demand and by which technology they can
enhance their production and profitability. If the Coca Cola wants to produce a new
product or want to implement new technology in their production then marketing

department will help them to tell about the current market trends and latest technologies
which helps them to enhance their productivity and profitability.
 Marketing and Finance department: These both plays an important role in any
organisation as finance department is related to that department which is responsible for
maintaining the proper flow of cash in the organisation and marketing department which
is responsible for doing the research, promotion, and distribution(Hashim and Hamzah,
2014). However, there is a relationship between these two department as marketing
department is responsible for providing information about the products and services to
their customers and also they are providing information about demands of their
customers, in all these activities they need huge amount of capital so it is essential for the
finance department that they should maintain a proper budget in which they able to
adjustment and allocation of funds.
 Marketing and sales departments: These both organisation has great relation either it in
Coca Cola or any other organisation. As selling department is responsible for selling the
goods and services to the customers for satisfying their needs. For attaining a great
profitability marketing department helps the selling department to give them proper
informations about their customers wants and needs and also assist them that on which
their customers will purchase their goods and services so their firm revenue can be
increase(Hugos, 2018). Along with this, marketing also make easier for the sales
department to connect with their customers as they are helps them to make effective
strategies.
Analyse the significance of interrelationships between marketing and other functional units of
the organisation.
The relationship of marketing with other functions of organisation have a great impact on
the overall performance of the organisation. In context of Coca Cola, the relationship of
marketing department with another department helps them to enhance their productivity and
profitability as well as their brand value. The relationship of marketing department with sales,
finance, product, HR department provide huge significance to the organisation which are
described below:
 Marketing department have significance role in the sales departments as it helps them to
aware their customers about their products and services, to know about the target markets

and also help them to know that what their customers wants from them so they able to
conduct their activities accordingly.
 Marketing tells them to that which price they should decide for their products which will
easily accept by customers and also help them to decide the margin of their in the pricing
strategy.
 Marketing also ensure the production department that their production able to meet the
requirement of the customer as they have produced their products after proper market
research and customers behaviour(Lane, 2016).
 Marking department also help the organisation to reduce the issues and conflicts among
the employees as it develop a healthy relationship within the organisation which help
them to motivates their employees towards organisational goals and targets. Also, it helps
them to increase the employee retention in the organisation which helps them to sustain
talented employees in the organisation for a long time and also build the trust of
customers in their organisation.
 The another significance of relation of marketing department with another departments as
it helps them to determine an effective budget in order to operate all the activities in a
proper manner and also assist them to proper utilization of their all the resources, so they
able to work with a proper manner towards their organisational goals and objectives.
Hence, it can be understand that marketing department plays an important role in the
every function of the Coca Cola. Without marketing department they are not able to meet the
requirements of their customers and accomplishing their goals. The interrelationship between
marketing and other departments will provide great benefits to the organisation to establish an
healthy environment, to achieve great success and sustain in market for a longer period of time.
TASK 2
P3 Defined the comparison between different organisation by applying the marketing mix
Marketing mix is one of the most important marketing term which has different tactics
and plans which are used by an organisation to evaluate their organisational activities and
promote its brand in the market(Larsonand and Draper 2015). Marketing mix contains seven
factors like product, price, promotion, place, people, process, and physical evidence, these
factors can influence the products demand in an effective manner. This technique is adopting by

various organisations which help them to do proper evaluation of their activities so they can
increase their productivity or implement some required changes.
This technique is generally used by every kind of organisation which helps them to
develop their products, deciding its price and place where it should be sold, and also assist them
better promotional strategies(Malhotra, 2015). Here, Coca Cola use this marketing mix strategy
in their business so they can analyse the organisational activities and strategies in a proper
manner. The marketing mix of Coca Cola will be understand by doing the comparison between
their rivals which is Pepsi-Co. The marketing mix strategy of both companies are described
below:-
About Pepsi Co
Pepsi Co is an American multinational food, snack and beverage company which
headquarters are situated in the Harrison, united states, and New york. This company is also
adopting marketing mix strategy in their organisation for evaluating their business activities.
There are difference in the marketing mix strategy of both Coco Cola and Pepsi Co which are
described below:-
Elements Description Coca Cola Pepsi Co
Product Product is an item
which is produce by an
organisation with the
purpose of selling and
earning profit. An
organisation to
understand the
demands and
preferences of their
customers regarding to
their products and then
they should produce
the products according
to their preferences.
Coca Cola is one of
the most recognized
and value brand as it is
leading in variety of
products. This largest
beverage industry has
a wide portfolio which
provide almost 3300
products to its
customers. Their main
focus on the taste of
their products. It is a
world wide company
which gets huge
success in among all
Pepsi Co is a highly
popular brand in all
over the world. They
have large portfolio of
their products which
almost 22 are billion
dollar brands(Morgan,
2016). They are not
only leading in
beverage industries
besides they are also
serving in snacks, food
products and many
others.

the beverages
industries.
Price It refers to that amount
which paid by
customer for getting
the product. While
deciding the prices of
their products an
organisation consider
various factors like
their cost, profit,
market segments,
discounts, competitors
price, and demand-
supply. An
organisation should
decide that price
which is easily
acceptable by their
customers so they can
enhance their
productivity and
profitability.
Their pricing strategy
is different from others
as they are deciding
their prices according
to the competitors
prices and geographic
segments. The prices
of their products are
not very high as their
main purpose is to
attained customers
loyalty. They are
serving best quality
products at low level
price which attract a
large number of
customers towards
their
products(Muralidharan
and Raval 2017).
Their products prices
are depend on the
market competition
and demand from the
customers. For this
they are adopting two
market strategies
which includes market
oriented pricing
strategy and hybrid
everyday value pricing
strategy(Nirschland
Steinberg, 2018).
While making these
strategies their main
focus on the customer
base which helps them
to attract various
customers towards
their products.
Place This refers to that
place in which a
business is operating
their activities. An
organisation decide its
location very
carefully. They should
It is well known brand
in all over the world as
they are serving its
products and services
more than 200
countries. They have
various large
Whereas, the products
of this company is
available in almost
more than 160
countries. They are
also operating their
activities world-wide

choose that location
where their customers
can easily reach and
get the products
easily(Pike, 2015).
distribution channels
which helps them to
serve their products
across the world.
Moreover, their
products are easily
available at retails
stores and supermarket
as they have adopted
multiple distribution
channels.
with the help of
various distribution
systems like they are
adopting direct store
delivery, customers
warehouse, and food
service distribution
networks, these all
helps them to cover a
great marketplace.
Promotion It refers to that
activities which are
adopting by an
organisation to aware
and attract the people
towards their products
and services. There are
various type of
promotional activities
which can be followed
by an organisation like
direct selling, sales
promotion, advertising
and many others.
For attracting a large
number of customer as
well increasing their
sales and profits they
are adopting various
promotional activities.
They are using various
social media sites,
online ads,
sponsorship, print
media etc. They are
also using tag-lines to
attract customers.
Moreover, they are
also engage in CSR
activities to help in
social welfare and
environmental issues.
They are following
various promotional
strategies like TV,
print, advertising,
public relation, online
ads etc. They also
supporter of various
sports events for
maintaining the pubic
relation and also they
give various discounts
and packages deals to
the customers(Pike,
2016).
People This term refers to the As it is a largest brand They also have various