Marketing Report: Coco Cola's Marketing Process Analysis

This report provides a comprehensive analysis of the Coca-Cola Company's marketing strategies and processes. It begins with an introduction to marketing, defining key concepts and the marketing process, including market opportunity analysis, target market selection, marketing mix development, and marketing effort management. The report then dives into Coca-Cola's mission statement, situational analysis, SWOT and PESTLE analyses, and Porter's Five Forces. It also covers segmentation, targeting, and positioning strategies, including the 4Ps marketing mix (product, price, place, and promotion). Furthermore, the report examines the role of marketing value for customers, including social marketing concepts, branding, and the Ansoff matrix. Finally, it explores stakeholder engagement and its impact on Coca-Cola's marketing activities, differentiating between internal and external stakeholders. The report concludes by highlighting the significance of stakeholder engagement for sustainable business decisions. The report uses a variety of sources to support its findings.

MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1 A........................................................................................................................................1
1.Process and strategies of marketing....................................................................................1
2.Role of marketing value for customers...............................................................................4
3.stakeholders engagement and also their effect on marketing activities of an organisation.6
TASK 1B.........................................................................................................................................7
Various Types of promotion as well as promotional strategy..............................................7
CONCLUSION................................................................................................................................9
REFERNCES.................................................................................................................................11

INTRODUCTION
Marketing deals with the study as well as management of exchange relationship .it is the
business process of creating relationship with the customers to satisfy their needs. It is one of the
primary component of the business management. Present report lay emphasis on the Coco cola
company which is leading brand of beverage all over the world ,established in May
8,1886(Lovelock . and Patterson, 2015).i report highlight the marketing process,main stages of
the marketing process such as mission statement ,objectives,strategy and situational analysis.
where strength and weakness of the company is mention .Report also highlights the internal and
external stakeholders of the company and their impact also. Also focuses on various Promotion
method such as integrated marketing communication and kinds of communication that coco cola
uses for their brand.
TASK 1 A
1.Process and strategies of marketing
Definition of marketing
Marketing is consider as an activities which are undertaken through a firm to assist
buying as well as selling of a product as well as services(Kotler. and et.al.,2017) .it includes
adverting of products, selling of products to consumers and other business people. it is a
discipline which includes all actions which are going in a company to seek the attention of the
customers and also maintain relationship with them.
Process of Marketing
Marketing process-it constitutes to analysing opportunities within market where
choosing of the target market ,also development within the marketing mix in addition to
management of marketing efforts. mention below 4 marketing process(Kotler .and et.al 2018).

The marketing process steps include such as Examine the opportunities in the market,selection of
the target market ,development of marketing mix ,management of marketing efforts.
(Source - The Definitive Guide to Strategic Marketing Planning ,2019)
Examine the opportunities market - first step is to evaluate of the marketing process.
in order to find the opportunities that would be beneficial for long term success of the company
so that its performance would be effectively improved(Kerin. and Hartley,2015). selection of
the target market - it is most crucial step in which the target of customers are chosen. it
conduct careful analysis in order to pick final customers. as coco cola company cannot satisfy
the desires and wants of the company thus it can divide the whole market in various segments
and choose the segmented which are fitted to meet its strength and opportunities. such as
Illustration 1: Marketing Strategies

marketing segmentation ,marketing targeting,marketing positioning(Shaw, 2016). development
of marketing mix- it initiates planning of marketing mix such as product,price,place as well as
promotion. these are efficiently coordinated into the useful program to provide the greater values
of the customer in order to achieve the objectives of the company.
Management of marketing efforts- it is a development phase where suitable marketing
is used to set for a target market. such as analysis of the market ,marketing planning and also the
marketing implementation and also the Marketing control(Ryan, 2016).
3. There are five steps of the marketing process.
plan the mission, goal and objectives-coco cola has established mission statement such
as marketing leaders as well as stakeholders should sit down and define the business mission and
also the objective that will motivate strategic marketing. mission statement includes the touch
and also incorporated into each move to make as company which includes the marketing.
mission statement-explain that why organisation exist and how it will benefit for its customers.
situational analysis-in situational analysis it is concern for both pestle and swot of the
coco cola company. current situation of the coco cola beats market expectation for revenues and
for earnings(Atwal and Williams, 2017).
SWOT Analyses
strength -:it is a globally recognised brand and it has own more than 80 drinks within 20
brands such as sports drinks, eater, fizzy drinks.
Weakness- sugar tax in the united kingdom impact on price strategy of coco cola. they moved in
the producing drinks but not moved in food products.
Opportunities-coco cola introduce a healthier range of products so that to take advantage for
growing concerns about health (Haider.and et.al.,2019) .
Threats -competitor can move away from frizzy drink and introduce healthy drink
Pestle analysis
coco cola company is a soft drink leading empire. to supply drink it has to follow the
strict rules as well regulation and it affects external environment and also uses the best
technology available. it included the political factors ,economical factors ,social ,environmental
factors and also legal factors(Atwal and Williams, 2017). Political instability impact negative on
business whereas if there is free trade agreement then entity can easily market it products into
new location. Poor economic condition impact on purchasing power of consumers such as high

unemployment rate create problem for business in generating sales. But high unemployment rate
raises profit of the firm greatly. If the firm offers products as per the needs of consumers then it
impacts positive on the firm whereas if Coca-cola do not consider this element then it may get
fail to retain consumers in business. Technological up gradation gives benefit in making direct
contact with buyers but in the absence of that entity may get failed to gain success in new
market.
PORTER'S FIVE FORCES
(Source – Portert's five forces ,2019)
it is a kind of the model that evaluates as well as analyses five competitive forces that
can shape each and every industry and also assist to determine the weakness as well as strengths.
it is frequently used to identify the structure to determine the strategy of the Corporate and it is
also applied to any segment to the economy for the profitability as well as attractiveness. Theses
forces are given below.

Competition within the industry,potential of new employees of Coco Cola into the
industry,supplier's power ,customer's power and also threat of substitute products.
Competitive rivalry-it is used to determine the number of the current competitors within the
market also what each can do. such as it is high when some business equally sell a product as
well as services .
Power of suppliers – it is a force which used to analyses the power of suppliers as how much
they has potential to raise its prices which can helps to enhance the profitability of the business
of Coco Cola
Threat of substitute products-it constitutes the similar products which exist in the market s
marketers like Pepsi increase the likeness of consumers to switch to the alternatives as in
response to the increase in the prices of product. it can reduce the power of suppliers as well as
attractiveness of the market.
Competitive rivalry -Intense competitive offers various undifferentiated products as well as
services which can reduce the attractiveness of the market .such as PEPESI
4. Segmentation, targeting and positioning
it defines as the segmenting of the consumers as well as target the person on the bases
of their physical character. Coca-Cola will segment people on the bases of their age, as it targets
mainly to young or adults people. It sometimes uses geographic segmentation process and target
people as per their geographic location such as . primary market consumption is e age group of
people from 10 to 25 years. for that core idea is fun as well as happiness. it possesses One Brand
global marketing approach.
TARGETING
Coco Cola uses competitive positing strategy which way ahead company to its
competiors in the non alcoholic beverages marketing.
4P’s
Coca-Cola provides wide range of products, it implements skimming pricing strategy. It
promotes brand through social networking sites and uses direct distribution channel.
Product-it may be tangible or intangible that can full-fill the needs as well as desires of the
customers such as Coco Cola provides a wide range of products such as fanta,Minute
Maid,simply orange etc as they are sold these in various packagings as well as sizes and also in

plastic bottles which is clearly visible and make itself different .as Minute Maid share high as
well as good growth rate.
Price-The Pepsi and Coco Cola uses the same price for their products otherwise developing
countries like India switch the product which consider lower prices.
Place-Coke supplies its products al over the world as it supplies in 20 countries with its secrete
formula with its pre-defined shape and size of the bottles. it has an extensive distribution channel
and distributed on the regular basis.
Promotion-it uses t.v advertising,lone ads,print media. it launches “Taste the Feeling” campaign
about the joyous as well happy moments which coke beings to the live of people.
2.Role of marketing value for customers
Social marketing concept-It is a maintenance of balance between satisfaction of
consumers and also long term welfare of society. it lay emphasis on social responsibility and also
suggest that organisation could deliver products in such a way that it can meet desires of the
consumers simultaneously antinomian well being of society. For example The Body shop
follows highly this concept ,as it is against animal testing of its cosmetic products which works
for the protection of planet(Kerin. and Hartley,2015).
Brand is consider as more than a symbol or a name. it is known as essence of one's own
unique story. it is a practice of creation of a name,design ,symbol that can identify the product
from other products in the market .in other words brand is the representation of the company
from the people's eyes.
Advantages of branding
Branding builds the recognition as well as loyalty of the customers towards the Coco -
Cola . branding of a product such as coco cola Beverages gives the credibility and maintains
consistency(Shaw, 2016). it also helps to allow for scaling brand of company with multiple
products. Coco cola uses the social media branding and celebrity endorsement branding .
ANSOFF MATRIX

(Source -Ansoff Model,2018)
it is crucial for marketing planning as because of that an organisation used to look
opportunities for the growth of revenue of a business by developing new products as well as
services, also called as Product Market Matrix. it includes following parts (Kerin. and
Hartley,2015).
Penetration of market-it is adopted when the company adopted a strategy with its existing
products in a known market.
Market development-it is also known as a second market growth strategy which is used
to target new market with the already existing products .there are various examples such as coco
Cola,Pepsi .these are the company which are continues expand their brands all over the world.

Product development- it includes the good market share within the existing products for
for expansion. here the need for product development in a company when customer base is good
.a new product development within an current market is an approach (Haider.and et.al.,2019) .
Diversification-the diversification strategy is adopted when product introduce in the market is
completely new and also introduced in a new market .for example Samsung .begging of the
company as a trading company,then later expanding on the insurance and then securities and also
retail, now a leading Electronics division. it initially started with one product. that is, Black and
White television set. Coco Cola company can uses the Ansoff matrix (Atwal and Williams,
2017).
3.stakeholders engagement and also their impact on marketing activities of an organisation.
It is a kind of party who is interest in an organisation which can either affect through
bushiness. they may be internal or external . As internal stakeholders are one who can shown
interest in a company by the direct relationship .while external are the ones who do not directly
work within an organisation but could be affected in some ways through actions as well as
outcomes of said business(Lovelock . and Patterson, 2015). Engaging with stakeholders can
strengthen our relationship to helps us make better business decisions which is better for
sustainable future.
internal stakeholders- they are the people of coco cola company which are already
serving company such as board members, staff members, managers and owners. they are people
who wanted to earn money and also stay employed. here owners are people who are interested
in maximising the profits ,also the investors are concerns about the earning income which are
coming from their own investment (Kerin. and Hartley,2015).
while external stakeholders are the people those can impacted work as clients ,society,
government, shareholders and customers, creditors. they are the entities not attached with the
business itself bit will care about the performance of coco cola. for example government want
the pay taxes, can employ more people and also follow laws. as customers always high quality
goods and services at high quality goods and services at the low cost (Kotler. and et.al.,2017).
Impact of the stakeholders in the coco cola company.

Financial impact- financial impact is particularly on the owners, partners of the coco
cola. so that they make the decision wisely that can improve revenues and also reduces cost and
also produces the positive bottom line.
Social consequence- Internet and mobile technology gives the greater power to social
and also the consumer watcher groups. as an advantage is consider that a local business has over
the large chains which is the connection within the community(Lovelock . and Patterson, 2015).
as customers uses the social media for the information of any product such as new launch drinks
of the coco cola,even company should also uses the social media platform for the feedback from
customers any queries related to the product and other details.
Operational impact-employees of the coco cola expects to be work in the non
discriminatory work environment as failure to provide equality among the workers leads to low
morale while suppliers of the coco cola company expect to paid on the time(Kotler. and
et.al.,2017).
Recommendation-from the above report is is recommended that coco cola can also
move to new food products that can increase its revenue .coco cola is one of the bog issues for
the sugar intake hence results into the obesity and other diseases so it is recommended that
coco cola manufactures the sugar free beverages which is good for health.
Conclusion- it is concluded from the above report about the marketing and its process
such as examine the Examine the opportunities in the market,selection of the target market and
also the situational analysis. here it is also focused on the strength and weakens such as coco cola
major weakens that is only the beverage leading manufacture not the food product and also
conclude about the financial impacts, social impact and operational impact of the stakeholders.
TASK 1B
Various Types of promotion as well as promotional strategy
Communication is a simple act of transferring information from one place, person or a
group to another. it is in the form of writing, speaking and by using some other medium. it is also
known as the successful sharing of the ideas as views and also feelings. it is therefore includes
the there main components , the senders, receiver and message(Kotler .and et.al 2018).

(Source- A Model of the Communication Process, 2018)
Promotion-is a manner of communication where companies used to create the
awareness to the customers about its products ,brand values,brand awareness and also the
product line so that there is a creation of objective for sales and leads the brand loyalty toward
the company(Kerin. and Hartley,2015). it can increases it sales and yields high profits as well as
revenue for the coco cola company.
COCO COLA company can uses the social media and t.v advertising media for their
promotion. Such as Facebook,youtube and also Instagram for making their customers aware of
their brand(Lovelock . and Patterson, 2015). They uses T.v advertising which is more convince
for everyone. company also uses email and messages for the promotion as well as coco cola uses
the recognised or famous face such as film star and cricketers for its promotion which is also
known as celebrity endorsement as celebrities bring out latest fashion and styles so that people
gets influenced and sets as good example to follow them and purchase the product.
Integrated Marketing communication which used to integrate all the methods
included the promotion of brand and also promotes a specified product or services for the
target customers (Kotler .and et.al 2018).here all marketing communication work combinable for
enhanced the sales as well as maximum cost effectiveness. there are different components of the
integrated marketing communication given below.
Illustration 2: Comunication Process

foundation -As the name represents it is a initial stage for both the product as well as
target market in order to meet the desires ,attitiute and also the expectation of the consumers and
also keeps the close monitoring on the activities of the competitors(Kerin. and Hartley,2015).
corporate culture- every company has its own culture and vision and it is crucial for the
marketer to keep on mind the same before design any products as well as services.
Brand focus -it focus on the brand or recognise an identity so that customer can easily
remember that brand.
Consumer experience- Marketers focuses on the consumer experiences and also how
costumers feel about the product. a costumer is always is likely to choose or pick the products
which has good packaging and also looks attractive(Kerin. and Hartley,2015).
TACTICAL COMMUNICATION TOOLS
These are the tools that can enable personalised approach that every organisation can
uses to share as well send their messages from one destination to the another one. These tools
Focused on the tactical information and also they are designed to manage technical details and
company focuses and also deliver their strategies. (Atwal and Williams, 2017).
Recommendation -from the above report it is recommended that coco cola also through
market campaign methods and also organise the sport scholarship programs to the various school
and colleges. it is also uses digital marketing for their promotion.
Conclusion-from above study it is summarised that coco cola uses its promotion through
various tools such as celebrity endorsement and also uses social media platform for the
campaigning of its products .so that customers can easily recognised by the people.
CONCLUSION
above report concluded the products which are of high quality ,best in taste and also possess
good marketing strategies. Coco Cola is a leading brand in the beverages all over the world.
Report focused that the Company uses the various marketing process, such as evaluation of
opportunities within the market and the various stakeholders which impact on the company in
terms of financial ,social and operational basis. It is also laid emphasised on the various
promotional strategy such as social media advertising and celebrity endorsement to make the
product popular, recognisable and helps to achieve growth of the company all over the world.

REFERNCES
Books and Journals
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!.
In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Haider, A.A and .et.al.,2019. Marketing Management.
Kerin, R. and Hartley, S., 2015. Marketing: the core. McGraw-Hill.
Kotler, P. and et.al.,2017. Marketing for hospitality and tourism.
Kotler, P.and et.al 2018. Marketing management: an Asian perspective. Pearson.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Shaw, S., 2016. Airline marketing and management. Routledge.
Online
A Model of the Communication Process - Principles of Management. 2018. [online] available
through <https://www.wisdomjobs.com/e-university/principles-of-management-tutorial-
293/a-model-of-the-communication-process-9510.html.>
Ansoff Model.2017 [online] available through <https://www.smartinsights.com/marketing-
planning/create-a-marketing-plan/ansoff-model/