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

This report provides a detailed analysis of Coca-Cola's marketing strategies. It begins with an introduction to marketing principles and then delves into the roles and responsibilities of the marketing function within Coca-Cola, including marketing planning, product development, customer support, pricing, and branding. The report then explores the role of marketing in a wider organizational context, examining areas such as brand image management, market research, and social media management. The core of the report compares Coca-Cola's marketing mix (7Ps) with that of PepsiCo, highlighting differences in product, price, place, promotion, people, process, and physical evidence. The report also examines Coca-Cola's promotional strategies and pricing tactics. Finally, the report includes a basic marketing plan and reflection on the learning and teamwork involved in the assignment. The analysis covers various aspects of marketing and the interrelation of marketing with other departments such as finance and human resources, providing a comprehensive view of Coca-Cola's marketing approach.

Marketing essential

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................3
P1. Key roles and responsibilities of marketing function.......................................................3
P2. Roles and responsibilities of marketing related to wider organisational.........................5
M1...........................................................................................................................................6
M2...........................................................................................................................................6
D1...........................................................................................................................................7
TASK 2............................................................................................................................................7
P3. Compare the marketing mix of coca-cola with other organisation..................................7
M3.........................................................................................................................................10
TASK 3..........................................................................................................................................10
P4. Basic marketing plan......................................................................................................10
M4.........................................................................................................................................13
TASK 4..........................................................................................................................................14
P5. Reflection.......................................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is a cultural process by single and organisation get what they demand by
exchanging and creating worthy commodities (Ahmed and Rahman, 2015). Present report is
based on “Coca-Cola” is a soft-drink manufacturing company. The drink name refers to two of
its original ingredients like Coca-Cola leaves and kola nuts. This sold in over 1.8 million
company beverages serving each day and ranked no. 87 in the 2018. Present study will outline
roles of marketing function and in wider organisational function. Elements of marketing mix
derives plan for strategies which are related to price, product etc. report will show the marketing
budget and plan help to make them ready for future expenses. It is also highlighted by the
reflection and highlight the learning and contribution in team work.
TASK 1
P1. Marketing functions and its roles or responsibilities.
Marketing section plays a foremost role in promoting the business and mission of coca-
cola. Marketing have their functions and their roles and responsibilities for promoting business.
Functions and roles are as follows:
Marketing planning
Marketing plays a vital role and its essential marketing function. The main role of
marketing planning is to create market plan in order to increase the sales of the company. Market
planning also supports the company to promote their products at their local and international
market. The roles and responsibilities of market planning is to make strategies for promotion and
also create team for work (Function of marketing, 2017).
Designing and development of products
It is another essential function of marketing is to develop and create new and innovative
designs of company's products in order to attract customers towards buying products. The roles
of this marketing function is make effective and attractive design of product and its packing. It is
also had role to take care of product like packaging of product is not damage. Effective and
attractive design is helps in competitive edge and also improve their marketing goal.

Customers support services
It is foremost role of marketing function in Coca-Cola. Main role and responsibilities of
customers support services is to offer best and every possible service to their customers and to
provide foremost information about product. In this function role is to give every information
and knowledge to their customers which is focused on product and services. It helps the
company in building and maintaining strong relationship with customers by fulfilling their all the
needs.
Pricing of product
Pricing of product is the foremost and important function of marketing. The roles of this
marketing function are to make and set the prices of product by analysis market and needs and
wants (Armstrong and et.al., 2015). By this price of product is maintained and customers are
attracted towards it. It is the best and effective marketing function.
Illustration 1: Function of marketing
(source: Function of marketing, 2017)

Standardization and grading
It is involves producing goods at predetermined specification. The role of marketing
function in Coca-Cola aim at ensuring product quality quantity with regard to customer
expectations. This help to achieving uniformity and consistency in output product. Main role of
this function is taking decisions for price of product.
Packaging, labelling and branding
The role of this marketing function is to design package for product. Labelling is putting
information of product on the product. It is serving the promotional tools of product. It is best
marketing function and it is effective.
That all are marketing function and all have their effective and best role at market place
and in the company. Their roles and responsibilities are help to make valuable strategies for
promotion of product at market place (Baker and Saren, 2016).
P2. The role of marketing in wider related context.
Marketing function is refers as the major roles of any organisation that help for sourcing
and identifying the successfully. It also involves different responsibilities of business
organisation.
Conduct campaign
Marketing proactive defines the product and services to focus on sales cycle of coca-cola.
Role and responsibilities of marketing in coca-cola is to focus on product sales and produces
material and communication at marketplace. It is play an important role in wider organisational
function.
Managing brand image
Marketing plays a vital role in different business unit, its responsibilities is to promote
brand image. Coca-cola takes support of advertising and social sites for upgrade the brand. This
help to in rising knowing among peoples that supports in increasing the sales of company.
Market research
It is the key responsibilities of marketing department at coca-cola in wider organisational
context (De Jong, Marston and Roth, 2015). It is helpful for coca-cola as it identifies
opportunities in order to understand their customer' s demands and wants. Aim accordance with
this, aim of research team is to derive competitor’s weakness and strengths. According to this
marketing team of coca-cola can take necessary actions to gain competitive advantage.

Monitoring and managing social media
Department of marketing is responsible for managing and controlling actions of social
media. It is effective and best for managing and monitoring media apps for promoting products
by online. They should manage account carefully being about their product online (Wirtz, and
Lovelock, 2016).
Overseeing the outside agencies
The ultimate responsibilities and role of marketing is to select and manage vendors and
agencies to produces marketing material or provide marketing support. It is effective and best
marketing role and responsibilities at Coca-Cola’s to meet wider organisational context. These
may include agencies, print vendors etc. (Hair Jr and et.al., 2015).
M1.
Responsibilities of marketing is to maintain the brand images at market place and to their
customers. For that they can make the effective and valuable strategies and select the channels of
promotions in their target marketing-environment. For that management can make the plans to
develop their marketing in marketing environment. Marketing has role make innovation for
improve their marketing environment. For that use the technical changes and attract customers.
Marketing has power to develop the standard of product and services. It has roles to make
effective and modern marketing environment by using and developing marketing information
system. This provide full information of planning and implementation for control the
responsibilities (Kotler and et.al., 2015).
M2.
Marketing department has interrelation with the other functional departments in the coca-
cola. That are as follows:
Finance and marketing
Finance and marketing department both are plays their important role in coca-cola. The
main aim of finance section is support marketing manager in payment of marketing expenditure
such as advertisement and other expenses (Rowley, 2016.). Marketing division generates money
from the sales and give to finance department. Meanwhile, by this finance department have
sufficient balance for allocating tom other department as well as marketing.
Human resources and marketing

Human resource also supports marketing department in hiring the candidates of coca-
cola. Marketing team guides HR team hiring and recruiting candidates and hr team select and
hire them by analysis their skills and qualification (Larson and Draper, 2015).
D1.
There is an interrelationship between marketing functions with another functions of the
company Like improvement of product is the marketing function. This is interrelated to
marketing and finance section. Finance division is allocated the funds for develop channels of
distribution and promotional. It is helped to make the effectiveness of marketing.
Other hand design of product is also function of marketing. This function is interrelated
to Hr department because Hr department is hire candidate for the work, for that they have to
understand about skill and qualification are eligible or not. Candidates skills are effective and
suitable for the work and job role.
TASK 2
P3. Compare the 7P's of coca-cola's marketing with another organisation.
Marketing mix of Coca-Cola involves many approaches in order to attain business
goals and objectives. This help to define scheme that are business use to meet mark buyers.
In includes place, product, promotion, peoples, prices, physical evidences and process.
Basis Coca-cola Pepsi co.
Product Coca-cola has the various products to
serves to customer (Marketing mix,
2017). That are sprite, mangola, fants,
thums-up.
Pepsi co. is also had various
products like Miranda, mountain
dew, 7 up and mazza.
Price Company follows the earlier cost
based pricing. And company can
invest more on advertisement than
manufacturing.
Company select their prices is
according to competition at
marketplace and it is flexible to
down and more with the price very
quickly.
Place It follows the hubs and spoke model of
distribution. It has distribution channel
It has aggressive in developing
distribution network and pushing

they handle by al large number of
bottlers. Process of distribution like
company, independent bottlers,
retailers and then customers.
sales forces.
Promotion In their promotional channel
management includes the public
relations, advertisement thought online
and newspapers, you tube channels.
Management is also used the
celebrities.
In their promotion of product
management is also involved the
advertised by TV and online
software (Malhotra, 2015).
Peoples Coca-cola' focus on promoting its
products for attracting more people
towards the company and increasing
sales.
Pepsi co is focus only on its
customers and its demands.
Process Firm make use of ceaseless process of
marketing which assist marketer to
state applicable and better amenities to
their customers. That help to build
more contentment.
Pepsi is decided to remove high
fructose syrup from its
manufacturing process.
Physical evidence This is focused on product offering
which needs to be, hygienic and
attractive packaging of product. This is
also physical evidences of product and
its stores (Muller, 2019).
Physical evidence of organisation
is wealth of message
communicated to customer via
packaging.

The 7p's of Coca-Cola helps the firm in attaining business objectives and goals.
Approaches of managing product innovation helps the firm in product development and
increasing market share. Coca-Cola use different promotion strategies to advertise product like
offering attractive discounts, promoting with attractive content of advertisement, etc. That help
to develop product in market and it helps attract customer towards it (Wu. And Li, 2018). For
their advertisement they use the TV channels where focus of organisation is on developing
striking labelling and packaging as it the foremost aspect which helps in gabbing consumer
attention. Company uses earlier cost-based pricing approach to grab attention of buyers in which
Coca Cola creates their price by analysis of market needs like customers’ needs and wants. It can
lunch their product in market with several price product.
M3.
The publicity or promotion strategies are focused on market communication with target
market. Like company provide new information to customers which are related to product and
Illustration 2: 7 P's of marketing mix
(source: Marketing mix, 2017)

services. It is helpful for customers and company as well (Pike, 2015). By these tactics’
customers have all the knowledge and information of products. Management of Coca-Cola is
also used promotional channels for attracting the more customers towards the company.
In the pricing strategy firm make use of different pricing strategy like Unit and
competitive pricing strategy. However, Coca make use of cost-based pricing strategy with the
motive of productivity and maximizing profit of the product and its objectives. These tactics are
beneficial in managing valuable changes in pricing which is done on the basis of analysis of
customer expectations. These help to encourage customers towards the product and its services.
TASK 3
P4. Basic marketing plan
Incorporated in Power Point Presentation
TASK 4
P5. Reflection.
When I was allotted with marketing research, I was curious to know about marketing and
its notions and therefore my aim was on group learning for which we formed a group. By the
initial level, group members and me did not know to each other. For that we give introduction to
each other knowing them. The group members were so nice and best because all they have their
skill and qualities such as they all are had good and effective communication skills.
In my first group meeting for work, we introduced ourselves in different way like each
team members introduced themselves on the basis of their weaknesses and strengths. This is help
us to impress by each one who are in group. For example, I introduced myself by sharing about
strength which my communication skills. By this I give to information which is related to the
project I give short brief. By this all group members are impressed by me.
I have knowledge of practical work like budget making for that I helped to each one of
group members. I listen to each one and then is decided what we do and done for the work. For
that we are making planing for work start like which work is suitable to person, according this
we distribute the work between the persons. By this we all are able to do work timely and fast
without any mistakes.

CONCLUSION
The study outlined that the advertising plays an important role for business and its
growth. Functions of Marketing has their responsibilities and roles for making the goods and
services effective and valuable. Marketing also has the responsibilities in their working
environment. For that management make effective and valuable strategies for work. It has
effectiveness of work and give its working. Marketing department has interrelated to the other
functional department of organisation. Marketing mix had been helped for making the
effectiveness and helped for analysis strength and weakness product. By marketing mix
management has able to analysed market needs. Report had been also covered by budget for
future analysis. By that management has ready for future expenses. In this also include the
reflection of group work.

REFERENCES
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ONLINE
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<https://www.gktoday.in/gk/functions-of-marketing/>
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