Marketing Strategies of Coca-Cola: A Comprehensive Report

This report analyzes the marketing strategies of the Coca-Cola company, covering key aspects such as the role of marketing and its interrelations with other functional units within the organization. It delves into the application of the marketing mix (7Ps), providing a comparative analysis with Pepsi, and explores the development of a comprehensive marketing plan. The report examines current and future marketing trends, including the use of social media, robotics, and virtual reality, while also addressing the interrelation of marketing with departments like HR and production. Through an examination of pricing strategies, distribution, and promotional techniques, the report offers insights into the effectiveness of Coca-Cola's marketing efforts and its impact on the company's market position and growth.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1 .................................................................................................................................................1
Role of marketing and interrelation with other functional units of organisation .......................1
LO2..................................................................................................................................................4
Marketing mix (7P's) to achieve business organisation..............................................................4
LO3 .................................................................................................................................................6
Marketing plan............................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
Marketing is organisation philosophy which is having an idea that brand need to
understand customer needs and demands and make an effective efforts to satisfy their needs
(Akbar and et. al., 2017).It is a process of promoting, buying and selling products or services in
order to increase customer base. Thus it is important for organisation to communicate right
message about products or services in such manner that it create a positive impact on their mind
about a company. In the report it is been discussed on Coca-Cola company which was introduced
in 1886 and working in soft drinks and even captured many market in effective manner. The
present report made on role of marketer and interrelations with other functional areas of
organisation, marketing mix that is 7P's and at last marketing plan and development of
company of Coca-Cola company.
LO1
Role of marketing and interrelation with other functional units of organisation
In the present world role of marketing which is essential for growth of business hence it
is been ignored by many company (Dioko 2016). Large and small type firms which growing
high in competitive market place. Hence Coca-Cola which working hard and innovating the
products designs in best effective way. Therefore marketing leaders are building relationships
with their staffs and customers from which communication can be stronger and able to make
changes according to customer needs and demand.
Marketing is a innovation process which includes selling, distribution, promotions of
product or services. It identifies development of products and determines price in effective
manner to increase customer base and to implement promotional strategies. The nature of
marketing which are as follow:
Customer oriented: Marketers needs to identify customers needs and satisfy them in
effective manner to create customer base. Hence products and services which need to fulfilled by
business at a reasonable profit to manufacture that is producer for attaining satisfaction of
consumers.
Exchange process: All activities which is been conducted by marketers which is a
process of exchanging between sellers and buyers and hence it is due to changes in technology
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and exchange of information, even exchanging of ideas which helps to develop brand
improvement.
Goal oriented: Company which has to set particular goals and targets to achieve them in
effective manner for that markers have to satisfy human needs for that goals are to be set to
generate profit through satisfaction of customer (Duffett 2017).
In addition with this it is also essentials that future turnover sales ratio margin of organisation
need to be increased and have to evaluate current and future trends of marketing and with helps
of these factors overall growth of company can be raised hence it is been mentioned about
market concept which are as follow:
Illustration 1: Five marketing concepts
(Sources: Five marketing concepts, 2019)
Production Concept : This is a oldest concept which is formed in 1950s. Marketing
concept is at capitalised period. According to this concept the organisation which need to require
manufacture products and sold into to different markets. More this aids the company to increase
profitability and also impact in sales margin in high production quality of product and services.
So from this concept company can increase sales margin in better effective manner.
Product Concept : The marketing functions regarding to product concept is that when
marketer invent any product that should be unique and attractive features that should attain
customer base in effective manner.
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Selling concept: Another essential factor which need to analysed for market
development and hence which will aid to capture more market place and company can earn
large number of market share and future growth (Gillespie and Riddle 2015).
Marketing concept : Organisation of company which need make certain strategies to
hold high demand and to achieve target customers in effective manner. To increase the
profitability of company customer are important which need to be taken into consideration.
In context to above detailed statement in the modern scenario, it is important for Coca-
Cola have to take advantages in best and effective manner and increase profitability in best an
effective manner.
Current trends of marketing
The most important in marketing trend in organisation is to increase customer base level
and more over to enhance profitability base. In Coca-Cola company need to evaluate best
effective marketing concept for communicating products and service value of customers.
Social media
The marketing activity which are used by marketing activity to promote product and
services in effective manner. In this company marketing team leader of Coca-Cola they are using
this tool to make their product aware among customers and building and relationship with
customer. Various social media portals like Twitters, Facebook, and many more through some of
channels of through brand promotion and enhancing sales performance in effective manner.
Future trends of marketing
Robotics:
The first and important tool which should be used by Coca-Cola is robotic innovation
trends which can attract more customer and can create goodwill in various market place (Griffitts
2016 ).Hence it is a high blue tooth device and touch screen. The innovation method which is
used by many company for growth of business.
Virtual and Augmented Reality:
Coca-Cola company which can use this 3D technology by customising their machines
which will produce combination of variants which can not affect health of customer's more over
it is basically an art to attract customer in use of regular intervals.
Interrelation of functional unit of marketing
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Marketing is a such tool which is need to considered for information from various
sources like it can be collected from outside and inside of company. By maintaining the
interrelation with other departments it can be resolved a damages and risk which is been
occurred on daily basis. Marketing which provide insight product information like packaging
date manufacturing date and many more. Coca-Cola should have detailed knowledge about
products from which product can be launched on daily bases (Groucutt and Hopkins 2015)
Interrelation of marketing with HR: For effective growth of company it is necessary that
human resources should be allocated in proper manner so that goals can be achieved. Hence
Coca-Cola is providing training and development sessions for improving the skills of employees
working in the company.
Interrelation of marketing with Production department: While introducing any product
into the market it is necessary to be taste and checked by research department so that marketing
team cannot be irresponsible from their duties and roles. So production team which need to make
certain steps for growth of business. The production team needs to increase production capacity
by improving demand and supply of Coca-Cola.
Marketing department of this company need to perform well to satisfy needs of customer
in best effective way. The company can create their strategies and policies in a consumer
development. For this interrelationships which is the key factor to generate growth of company
and objectives and strategies are framed for long term benefits this will increase the growth of
company in advanced manner.
LO2
Marketing mix (7P's) to achieve business organisation
It is about how product is been placed at right time and at right price and allocating the
needs and desires of company in effective manner. It majorly focus on comprehensive marketing
plan. Hence the four P's classified for development and effective marketing strategy which was
introduced in 1960 by Prof. E. Jerome McCarthy. So 7P's of marketing mix which is been
discussed below and more over the comparison between Coca-Cola and Pepsi which are as
follow:-
Particulars Coco-Cola Pepsi
Product Coco-Cola is one of the Pepsi is also known to be Food
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famous brand and its product
is sold in many countries more
it includes cold drinks and
juices and many product is
now been introduced by this
company
business and more over it has
captured market place. The
company is offering different
product range variety.
Price Pricing strategies which is
based on creating various
products and customer have to
work in different situation that
is depending on packaging.
The Hybrid strategies which is
not been used by company.
Pricing which is changing
every day and more over
pricing policies is changing
according circumstances of
market place.
Place The Coca-Cola product
distribution is done in large
operating area.
The strategies of coca-cola is
similar to Pepsi which is using
same plan to overcome
competitors in an effective
manner.
Promotion The techniques which is used
for promotion activity through
various social media, internet
and so on.
Marketing plan of action which
is been used by this company
is unique and also with
situational manner.
People Coca-Cola company mangers
employees relationship is
healthy and developing due to
which flexible discounts
schemes which is been permits
Pepsi is directly link with
customers so proper training is
provided to staffs.
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Process Friendly and effective for
customer in online websites
publicity
Functioning personalised
service to customer.
Physical evidences Online portals which are
convenient for their targeted
customer.
Offline branches and shopping
is available for customers in
effective manner.
Effectiveness and ineffectiveness of marketing Mix
Through marketing Mix which includes marketing strategy which is applicable for
business. More over financial drive which is taken place by company hence some of basic stocks
which is priced and overpriced. Coca-cola bought mobile online applications who are ready to
buy the products with effective manner (Hugos, 2018)
LO3
Marketing plan
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