Marketing Report: Analysis of Coca-Cola Marketing Strategies

This report provides a comprehensive analysis of Coca-Cola's marketing strategies. It begins with an introduction to marketing principles, defining key concepts and exploring the nature of marketing as a human activity, managerial function, and consumer-oriented process. The report then delves into the evolution of marketing concepts and current and future marketing trends, emphasizing the impact of the external environment on Coca-Cola's operations. It examines the roles and responsibilities of marketing within an organization, highlighting the interrelations between marketing and other functional units like production, finance, and HR. The core of the report focuses on the marketing mix (7Ps), comparing Coca-Cola's strategies with those of its competitor, Red Bull, across product, price, place, promotion, physical evidence, and process elements. The report offers insights into Coca-Cola's approach to product development, market positioning, and competitive advantages within the global beverage industry. The report covers marketing essential 1 and 2 including the marketing mix and its implementation.

Marketing Essential

1

INTRODUCTION
Marketing refers to the activities of an organization undertakes to promote selling and
purchasing of a goods and services. It includes selling, advertising as well as delivering of goods
and services to other businesses and customers as well. On the other side, the term of marketing
mainly seeks to take goods and services and determines its deal with customers along with
customer’s attention to the product and services. Thus, effective marketing always influence firm
and increase their profit along with loyalty of consumers among products. Therefore, social
media and technologies plays crucial role within the every function of marketing used by firms
to develop awareness of their particular product within consumer’s mind. Furthermore, report
includes Coca-Cola organization; it is a carbonated soft drink firm was founded in 1886 in
United States. Products of this particular firm’s include caffeine free Coca-Cola, Coca-Cola zero
sugar and many more (Baker and Saren, 2016). Thus, having wide range and variety of goods
they attract large consumer’s base. Additionally, there are different functions of marketing and
their interrelations with each other, marketing plan, marketing mix along with business
expansion and product development process will get covered.
LO 1
P1
Marketing refers to those processes used by manager of converting prospective buyers
into actual consumers through communicating accurate information of goods and services to the
customers. Thus, marketing always considered as on-going process that captures huge attention
of consumers towards particular goods and services.
Nature of marketing:
Human activity: It focuses on give huge satisfaction to the customers every time.
Managerial function: Marketing successfully manages product, price, place and
promotion of businesses to develop best revenue.
Consumer-oriented: With the help of this, marketing manager is able to conduct best
research in order to know the expectations and desires of customers (Armstrong and et. al.,
2015).
Goal-oriented: It aims to fulfil goals and objectives for both buyers and sellers.
2

Dynamic process: Practice of marketing always keeps changes timely in order to change
their effectiveness.
Development of marketing concept:
Marketing concept always concentrates on finding right goods for consumers instead of
finding right consumer for the product. Thus, marketing considered as one of the best helpful
approach for every firm as it accomplish the overall needs of their consumers and target market
through segmentation. With the help of this firms can easily increase their profit through brining
huge satisfied consumers. Additionally, the concept and development of marketing includes
selling, social marketing concept, production and many more. So that, it has been evaluated that
Coca-Cola can take advantage of marketing development through bringing so many innovative
goods for its customers with the several segments of market (Balmer, 2017).
Trends in marketing:
Current trend: Within the current period of time marketing presents in every society
that5 has combination of so many trends like television, print along with focuses on new
strategies in order to create awareness towards any kind of product within customer’s mind. For
example: Coca-Cola is focusing its online marketing channels in order to present their several
kind of soft drink that satisfies the consumer’s demand. Along with this firm ensures that its
marketing practices are responsible to accomplish needs and wants of buyers. Thus, by using
online marketing trend in present scenario they can achieve their target goals and objectives
easily.
Future trend: For future Coca-Cola will use highly advancement techniques by which
they can easily increase their market share and able to communicate towards its product globally.
It will influence buying behaviour of people within this firm positively and increase their
confidence towards this brand. Thus, they can maximise its market share and able to face any
kind of risk within competitive marketplace (Baker, 2016).
Influence of external environment on marketing activity:
Within the every business of marketing there are so many external factors that always
influence overall functions and operations of firm. In regards with Coca-Cola, some of the
external factor that affects their business process, those are as follows:
3

Market dynamics: This external factor includes entire growth, size and segmentation of
market. In regards with Coca-Cola, changes in any of these mentioned factors they can get
affected. Additionally they are not able to accomplish their goals on desired times.
Technological change: Within the advancement of technology all businesses are
influenced through rapid changes in technologies. Thus, Coca-Cola is able to develop more
opportunities for them as they are selling effective soft drinks through using latest techniques to
achieve marketing objectives.
Political and social change: These changes prevent and develop marketing opportunities
for firms. Herein, respective firm is bale to develop best structure of its firm so that they can
follow several rules and legislations imposed by government.
P2
There are different types of roles and responsibilities of marketing within the
organization. In regards with Coca-Cola marketing manager play different roles via using
Business to communication and Business to business methods. With the help of B2C, marketing
manager of respective firm able to know about their consumer’s needs and wants. It will helps
frim to produce such kind of products that makes firm’s value in front of their customers and
encourage them to buy their products. On the basis of B2B role marketing manager of firm
create better contact with marketers in order to sell their product and services on time. Thus,
these types of roles make marketing attractive and increase entire sells value of firm. Apart from
this there are different types of functional unit within respective firm that works differently but
work for achievement of common goals at workplace. There are several functional units of
respective firm and their interrelations with each other (Bianchi and Mathews, 2016). Those are
as follows:
Marketing and Production:
Production department of any firm works for the achievement of targeted goals on time.
In regards with Coca-Cola, production department mainly focuses on develop best soft drinks for
their customers so that they can get high level of competitive advantages at marketplace. For
better growth of firm production unit always make their decision through considering marketing
department so that they can implements on so many unique strategies that makes them attractive
and increase the product value of Coca-Cola.
Marketing and finance department:
4

Finance department plays crucial role within every business organization as it develop
best suitable budget statement for firm that helps to overcome extra cost on their goods and
services. In relation with Coca-Cola, finance department generally provides better scheme of
fund to business so that they can utilize their several resources with same time. Along with both
marketing and finance department both work together to achieve targeted goals. Therefore, it
helps respective firm to increase their sales with providing affordable soft drink to their
customers at marketplace. Thus, interrelationship of both departments makes them attractive and
productive for firm (Boelsen-Robinson, Backholer and Peeters, 2015).
Marketing and HR Department:
Human resource department is one of the crucial part for firm that helps them to recruit
and select best talented employees for firm. In regards with Coca-Cola, HR manager has
responsibility to recruit highly talented people so that firm can easily use their talent while
making better goods and services. Along with it also helps to marketing manager of firm to
execution on new strategies of polices that makes firm beneficial for customers. With the help of
this kind of interrelationship both department or functional unit can do better work for respective
firm that further helps them to achieve targeted goals through satisfying needs and wants of
people.
LO 2
P3
Marketing mix refers to the tool which is used by so many firms and businesses in order
to formulate awareness towards selling their goods and services within the marketplace. On the
other side, it is the combination of 7 P’S. Coca-Cola is world’s largest brand of soft drink that
has more than 500 brands along with 3,500 beverages variety at marketplace. On the other hand
next brand which is one of the largest competitors of this firm is Red Bull that always makes
better marketing practices through providing best product formula in their soft drink to
customers. There are differences between two rivalry firms by using 7P’S elements of marketing
mix, which are:
7P’S of
Marketing
mix
Coca-Cola Red Bull
5

Product This firm has broad portfolio within the
beverages industry as having 3300
products. Therefore, beverages of this
firm are segmented in few categories
like water, fruit juices, energy drinks
and many more. Having number one
image at marketplace this firm has
attractive global presence within the
200 countries (Cacciolatti and Lee,
2016). Therefore, product scenario of
this company is very wide.
This company generally use highly
energetic ingredients in their products
for customers like taurined caffeine,
vitamins and amino acids. The main aim
of using this assorted healthy ingredient
is to improve human’s health so that
they can feel energetic and able to
accomplish their goals. Thus, packaging
of Red bull also attracts the large
number of consumers.
Price Having wide variety of goods and
services pricing strategy of this brand is
based on geographical segment.
Therefore, several brand of respective
firm have different cost strategy. In all
of these some of the brands are very
easy to purchase for every customer
that satisfies them and develop great
confidence towards firm. Therefore,
sellers of this brand’s product ensure
the mutual balance between brand and
sellers as well.
As per this element the main focus of
respective firm to relies the affordable
price of their products so that they can
achieve both customers’ oriented and
competitive goals. It mainly follows
premium pricing strategy that keep its
goods positioning over the other brand
globally. Thus, this firm sets their prices
of its products equally within domestic
and international markets.
Place It is famous brand so that it is available
within all over the world. Distribution
system of Coca-Cola follows FMCG
pattern in order to make their effective
networks within the small and middle
level both of marketplace. But, within
the rural areas that can be too expensive
Distribution of goods of this firm main
focuses on entire functions of marketing
(Chokshi and et. al., 2016). This
company provide its products
internationally so that their products can
be easily available at marketplace in a
well-developed and recognise way.
6

and not available for customers every
time.
Therefore, this firm deliver its goods to
all consumers that make them efficient.
Promotions Coca-Cola adopts so many advertising
strategies in order to develop increased
demand within the marketplace through
associating with behaviour and life
style by targeting values based
advertising. In order to make their
promotional strategies better this firm
mainly used own channels and social
media along with online websites and
newspapers all that helps customers to
understand their goods and services and
it also use price discounts and
distributions sales promotional strategy
that push their goods into the
marketplace. Apart from this it pulls by
advertisement and campaigns (Czinkota
and Ronkainen, 2013).
In order to make purpose of promotional
strategies this company mainly organize
some kind of activities at different level
so that they can reach customers base
globally. They generally use sport
marketing advertisement, young age
customers and such kind of ways as it is
energetic soft drink firm so that they
select those people who need it. With the
help of this they can achieve its desired
goals on time.
Physical
Evidences
Respective firm mainly use so many
items in order to make their every
customer happy. For this they take help
form their so many employees in order
to develop best strategically tools so
that they can fulfil entire needs and
demand of customers. Apart from this
as per this marketing element they are
able to attract ample consumers through
investing huge amount in this.
Red Bull has attractive packaging design
that loos great and attract large number
of buyers. With the help of this
consumers can their soft drinks in
different types of colours and flavours
that maximize the value of firm.
Process This firm includes 225 bottling partners Within the Red Bull process of this firm
7

so the global operations of this firm
supported by these assorted partners.
With the help of this, they can focus on
their entire sells and able to manage
their every operation within the firm
that increase their value at high scale.
Thus, the process of this organization is
based on such kind of partners who
encourages firm to produce more
unique packaging of their bottles.
is very simple as they always provide
healthy drinks to their customers so that
they on needed to use unique quality of
ingredients within in its soft drinks that
helps them to increase profit and sales at
marketplace. Therefore, it is essential for
firm to achieve desired goals to increase
more ways to overcome extra time on
their process.
People This company having large number of
employees who are focusing to develop
best strategies in order to make product
effective. With the help of employees
Coca-Cola is able to gain competitive
advantages at marketplace and increase
their goodwill for its customers.
Therefore, they always implements on
unique strategy that maintain firm are
position (Liu, Eng and Takeda, 2015).
Employees of this firm able to use very
resources system of firm in order to
gathered accurate information towards
developing best soft drinks. With the
help of these employees of respective
firm able to get job satisfaction in a
perfect way that creates the best value
for firm and maximise profit as well.
Overview of marketing planning process
Marketing planning can be describe as the plan of organisation that will support in
developing strategies and creating action plat to promote and advertise offering of company in
market area. Marketing plan in context of Coca Cola organisation is mention below –
 Analysing – This is the first step of marking planning and in this respective company
will focus of identifying and analysing the market area. It is crucial part of marking
process as in this Coco Cola company will collect accurate information about the need
and wants of customers. Market research is conducted in order to analyse needs and
wants of customers for meeting with customers requirement.
8

 Planning – Once the needs of potential customers as well as market trends is identified
by respective company, marketing team will focus on developing better and accurate plan
to enhance business performance. Marketing plan will include blue print of documents
which consist of different strategies and action plan to perform organisational in better
manner. In this step of marking process effective and efficient strategies are developed in
order to attract customer and increase sales of products.
 Implementation – It is essential for organisation to implement that marking plan in
correct manner. Coco Cola company will use new and different tools or techniques to
implement strategies in better manner. It is essential that respecitive company have
required resources and techniques to execute business activities in effective manner in
order to achieve desired goals.
 Control – This is the last step of marking process and in this implementation of business
strategies are controlled and measured properly. This step will support in identifying
whether Coco cola organisation has successfully attain the objective that is set in the
marking plan. If not then corrective actions are considered by organisation to attain goals.
LO 3
P4 Marketing plan
Marketing plan refers to the written documentation which includes so many strategies
and methods adopt by business industry in order to increase their profit for long time at
marketplace along with increase their market sustainability. In another words, this plan offers
various assorted ways for firm to launch their product at marketplace.
Value and Importance of marketing plan:
Marketing planning refers to the systematic approach that conducts to develop so many
kinds of marketing strategies. With the help of this marketing plan firms are able to manage their
overall strategic business units, determines the future strategies and many more things that make
firm attractive and better at marketplace. Apart from this, it is considered as helpful aspects for
Coca-Cola, as they are able to develop its new product and able to get profit through designing
their sales and promotional activities (Zook and Smith, 2016).
Executives’ summary:
9

Marketing is one of the best fundamental ideas of an organization that survive with all
over needs and wants of people at marketplace. Within the marketing plan there are different
types of mission, vision and objectives of firm have been explained overall business skills. Along
with this STP approach of firm that takes place within the goods and services of frim in an
effective manner. Moreover, there are SWOT analyses and budget statement of firm has been
specified to get huge profit within competitive marketplace.
Overview of the company:
Coca-Cola was formed in 1886 which deals with several kinds of products like soft
drinks and beverages. One of the main products of this brand is Coca-Cola that has effective
value from their customers and satisfies their needs. Along with it is the largest firm that have
great system revenue along with there are so many employees who are working together in order
to achieve targeted goals and objectives in a perfect manner. Thus, it offers effective design of
bottles for its customers and contributes to their power to gain he profit.
Mission: The main mission of Coca-Cola is to provide best standard qualitative soft
drinks and beverages in order to satisfy consumer’s needs and wants in an effective manner.
With the help of this mission they can make their product different from another.
Vision: Main vision of firms is to make particular framework in order to provide
guidelines and roadmap for their workers so that they can deliver their products everywhere and
satisfy whole needs of people that increase the overall profit for firm and make them qualitative
industry for everyone into business context (Jean and et. al., 2016).
Objectives: Main objective of Coca-Cola is to increase their profits while developing or
managing long term growth of sustainability within the beverages industry. It creates happiness
for people and satisfies them. The objective of this project plan is to introduce new and
innovative products in market area for attracting more customers. Coco Cola company is
providing innovative and health fruit drink to customers that will have positive impact on health
of individual. This is unique and innovative offering of respective company which is according
to the needs and wants of customers.
SWOT analysis of Coca-Cola:
Strengths Weaknesses
 Coca-Cola is most famous brand at  Pepsi is one of the main largest
10

marketplace. Along with this is
considered as renowned brand with
highest brand equity. The main
strength of an organization is they are
listed as third best global brand
within the internal annual ranking
thus; they have retained great
position for long time. Apart from
this they have dominant market share
that segments its product as per their
largest market share (O’Keeffe
Ozuem and Lancaster, 2016).
competitors of Coca-Cola within the
beverage industry.
 This respective organization has low
product diversification that lagging
their segments rather than the other
Pepsi.
 Selling carbonated drinks is one of
big source of sugar intake. It gives
outcomes within the health issues
like diabetes and obesity. All these
sorts of issues increase customer’s
satisfaction.
Opportunities Threats
 Coca-Cola has opportunity to
recognise it’s all over products within
the food and health segment such as
Pepsi. It can increase their entire
sales and revenue of firm effectively.
 Packaged drinking water one of the
main opportunity for firm by which
they can grab huge attention from its
customers and increase their profit.
 There are different types of direct
and indirect competition within such
kind of beverages and food industry.
Some of the main competitors of this
firm are Lipton juices, Costa Coffee,
Tropicana and many more.
STP Model:
This model used by firms in order to know their position, segmentation and
targeting process at marketplace. In regards with Coca-Cola, these assorted aspects
considered by managers of firm so that they can easily make their clear vision and achieve
targeted goals on time (Katsikeas and et. al., 2016).
Segmentation There are so many organizations, firms and businesses that are nothing
without segmenting its goods and services. Therefore, it is essential for
every business to segment their products as per the demographics,
11