Marketing Techniques for Existing Products: Coca-Cola's India Strategy

This report investigates the marketing strategies and techniques employed by Coca-Cola when promoting an existing product, specifically Minute Maid Pulpy Pear, within a new regional market, India. The report begins with an introduction outlining the research background, objectives, and structure, including the use of various strategic planning tools like the Ansoff matrix and Porter’s generic strategies. A literature review explores existing research on promotion, tools, and techniques, identifying a research gap. The methodology section details the research philosophy (positivism), approach (deductive), design (descriptive), strategy (qualitative and quantitative), data collection methods (primary and secondary), sampling, and data analysis techniques. The findings will contribute to the selection of the most appropriate techniques for Coca-Cola's marketing managers. The report also discusses the significance of the research for both academic scholars and industry professionals, including the potential for broader application to other industries. The literature review covers promotion, tools, and techniques, and the data analysis will provide insights to suggest appropriate techniques for promoting Minute Maid Pulpy Pear in India. This report provides a comprehensive analysis of the marketing techniques used by Coca-Cola to promote its products in different regions.

What are the techniques which marketing
managers use when promoting an existing
product within a different region?

TABLE OF CONTENTS
Chapter 1: Introduction....................................................................................................................1
1.1 Title........................................................................................................................................1
1.2 Introduction............................................................................................................................1
1.3 Background............................................................................................................................1
1.4 Rational..................................................................................................................................1
1.5 Aim and objectives................................................................................................................2
1.6 Research question..................................................................................................................2
1.7 Focus and Purpose.................................................................................................................2
1.8 Dissertation structure.............................................................................................................3
1.9 Framework and analysis........................................................................................................3
1.10 Significance of the research.................................................................................................5
Chapter 2: Literature Review..........................................................................................................6
2.1 Introduction............................................................................................................................6
2.2 Promotion..............................................................................................................................6
2.3 Tools and techniques for promotion......................................................................................7
2.4 Critical evaluation of different Promotional strategies........................................................10
2.5 Research gap........................................................................................................................13
references.......................................................................................................................................14

CHAPTER 1: INTRODUCTION
1.1 Title
“To identify different techniques which can be used by marketing managers for
promoting an existing product within a different region: A case study on Coca-Cola”.
1.2 Introduction
Each and every organization needs to adopt appropriate strategy to expand its business at
national and international level. There are number of strategies which can be used by
organization for introducing new and existing product in present and new market. The current
research study is based on determining appropriate strategy which can be used by marketing
manager of an organization for promoting its existing product in different region. The current
research has chosen Coca-Cola which is one of the leading organization of United States and
provide appropriate contribution in economic development of the nation (O’Guinn, Allen,
Semenik and Scheinbaum, 2014). It is operating its business in all over the world and offer long
range of products and services to its customers. For attaining research objective the current
investigation will follow a very systematic process. This process will comprise literature review,
research methodology and data analysis chapters. All these segments of investigation process
will help in getting appropriate solution of the research problem.
1.3 Background
Coco-cola wants to expand its business in different countries. It uses appropriate methods
and strategies for business expansion. Recently it has introduced “Minute Maid Pulpy Pear”
product in market of China. This product has got planned success in this market now
organization wants to launch the same product in Indian market (Yamu, Voigt and Frankhauser,
2014). But, still there are some issues about the marketing strategies of the company for this
purpose. There are different tools and techniques of strategic planning such as Ansoff matrix,
BCG matrix, Strategic map, Porter’s generic strategies, etc. All these models can be used by
different organization for strategic growth of an organization (The Coca-Cola Company, 2016)
.
1.4 Rational
Number of organizations are facing issue in promoting existing products and service in
the new market. Inappropriate strategy leads failure of the strategic implementation in the new
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market. Due to this reason organization does not get appropriate success in product launch. It is
an issue because management of the organization does not analyze each and every strategic
option in effective manner. It is an issue now because Coca-Cola has launched number of
existing product in new market in past but only few products get planned success. Now it wants
to launch Minute Maid Pulpy Pear in India. So, researcher wants to resolve this issue in effective
manner and wants to suggest appropriate technique for promoting Minute Maid Pulpy Pear in
new market. Regarding this researcher will shed light on number of strategic tools and
techniques which are appropriate for this organization.
1.5 Aim and objectives
Aim:
“To identify different techniques which can be used by marketing managers for
promoting Minute Maid Pulpy Pear in India: A case study on Coca-Cola”.
Objectives:
 To identify number of tools and techniques for promoting products and services of Coca-
Cola.
 To critically analyze different strategies for promoting Minute Maid Pulpy Pear product
of Coca-Cola in India.
 To suggest appropriate techniques which can be used by marketing managers of Coca-
Cola for promoting Minute Maid Pulpy Pear in India.
1.6 Research question
1. What are the major tools and techniques for promoting products and services of Coca-
Cola?
2. What are the major advantages and disadvantages of different strategies for promoting
Minute Maid Pulpy Pear product of Coca-Cola in India?
3. What is the major way by which marketing managers of Coca-Cola can promote Minute
Maid Pulpy Pear in India?
1.7 Focus and Purpose
As per the research objectives author wants to determine appropriate strategy which can
be used by marketing manager for promoting existing product in new market. So, identification
of the suitable technique for promoting Minute Maid Pulpy Pear in India is the major purpose of
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the research. For fulfilling this purpose researcher will focus on different tools and techniques of
strategic planning. Along with this, focus will also be given on major advantages and
disadvantages of different growth strategies for promoting existing product of Coca-Cola in
India. Research will shed light on most appropriate technique which can be applied by marketing
manager of the company for the same (Spence, McNaughton and Campbell, 2013).
1.8 Dissertation structure
The current dissertation will follow a very systematic structure of different chapters
which will help in accomplishing the whole investigation in appropriate manner. Structure of the
current research is as follows:
 Chapter 1- Introduction: It is a brief introduction about the research subject, aim and
objectives and entire investigation. It will comprise information about the dissertation
structure and framework and analysis (Ying and Pheng, 2014).
 Chapter 2- Literature Review: Historical investigation relevant to the current subject will
be included in this chapter, it will help in analyzing past research studies on strategic
planning and promotion.
 Chapter 3- Research Methodology: This chapter will include information about the
appropriate methods which will be used by researcher for completing whole investigation
in effective manner. It includes appropriate methods of investigation such as research
philosophy, approach, design, strategy, data collection methods, etc (Kwakkel, Walker
and Marchau, 2012).
 Chapter 4- Data Analysis: After collecting appropriate facts about strategic planning and
promotion of existing product of Coca-Cola researcher will use suitable methods for
analyzing all information. This chapter will comprise all findings which can help in
making meaningful conclusion for the current investigation.
 Chapter 5- conclusion and Recommendations: This chapter will include result about
appropriate techniques which can be used by marketing manager of Coca-Cola for
promoting Minute Maid Pulpy Pear in India (Mydin, 2015).
1.9 Framework and analysis
Author will use appropriate methods for identifying appropriate techniques for promoting
Minute Maid Pulpy Pear in India. Brief discussion of these methods are as follows:
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 Research philosophy: For the current investigation researcher will use positivism
research philosophy because it focuses on the objective of the research rather than
subjectivity of the topic.
 Research approach: Author will use deductive research approach because author will
apply appropriate hypothesis testing for checking the appropriateness of the past findings
for the current study. It will not develop a new theory it will analyze number of theories
and then get appropriate findings for the current investigation (Agarwal, Grassl and Pahl,
2012).
 Research design: Descriptive research design will be used by researcher for conducting
current investigation. It will be used by researcher because author needs to do survey of
managers of Coca-Cola and descriptive is one of the best design for conducting survey.
 Research strategy: The current investigation will use combine strategy of qualitative and
quantitative. Qualitative research strategy will be used by researcher for understanding
subjective concepts of number of strategic planning tools. On the other hand quantitative
techniques will be applied for determining one of the suitable method for promoting
Minute Maid Pulpy Pear in India.
 Data collection methods: Primary and secondary data collection methods will be used for
collecting new and historical information about the current subject. Collection of data
will help in resolving research issue in more appropriate manner.
 Sampling: For primary data collection researcher will use survey methodology and
regarding this researcher needs to select an appropriate sample of managers of
management team of Coca-Cola. Regarding this researcher will use random number
sampling method because it provides equal chance to each member of research
population to select in sample (Kaur, 2014).
 Data analysis: Current investigation will use thematic and statistical analysis methods for
examining collected facts and figures. Thematic analysis will be used by researcher for
examining qualitative information and statistical analysis will be applied for examining
numerical information about the research subject.
1.10 Significance of the research
Accomplishment of the current investigation will be very significant for number of
research scholars who wants to conduct investigation on similar subject of promotion. Along
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with this, it will be also beneficial for management of Coca-Cola because they can use the
suggested strategies for pro0motijng Minute Maid Pulpy Pear in India. Along with this, it
increase the future scope of the investigation on growth strategies and promotion strategies.
Including this, current study is significant for organizations of other industries also if they want
to promote their existing product in new market (Spence, McNaughton and Campbell, 2013).
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Promotion of products and services is very important for each and every organization. It
helps in increasing awareness of customers which leads augmentation in total sales of the
organization. But it is very difficult to identify appropriate strategy of promotion for specific
product of the company (Peeters, Clements and Gilmore, 2012). Major aim of the current
investigation is determining different techniques which can be used by marketing managers of
Coca-Cola for promoting Minute Maid Pulpy Pear in India. The current chapter focuses on
historical investigation on similar subjects which have conducted by different researcher in past.
Therefore, literature review will comprise historical studies relevant to promotion, tools and
techniques of promotion, different strategies which can be used by organizations and their impact
on companies (Ngai, Peng, Alexander and Moon, 2014). Historical articles of these subjects will
help in selecting one specific strategy of promotion for Minute Maid Pulpy Pear in India.
2.2 Promotion
Turco, 2015 has concluded that “Promotion can be defined as set of activities which help
in communicating product, brand and services to users” (Turco, 2015). Similarly, Cosentino and
Baker, 2015 has stated that “Promotion can be defined as an idea which helps in increasing
awareness of customers about products of the organization” (Cosentino and Baker, 2015).
Moreover, Goodall and Ashworth, 2013 has concluded that “Promotion of products and services
helps in attracting customers to buy product of the company in preference of others” (Goodall
and Ashworth, 2013). As per all these statements, it very important for an organization pot
promote its existing and new product for launching local and international markets. Including
this, Andrade, Hastings and Angus, 2013 has said that “Promotion is beneficial for advertising
and marketing of products and services and developing strong brand position in market”
(Andrade, Hastings and Angus, 2013). There are different tools and techniques which can be
used by organizations for promoting their products. McMackin, Dean, Woodside and McKinley,
2013 has determined different techniques of promotion for organization, such as advertisement,
press release, customer promotion, trade discount, sales promotion, etc (McMackin, Dean,
Woodside and McKinley, 2013). but, each and every organization needs to select appropriate
techniques of promotion as per the characteristics of products and services.
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O’Guinn, Allen, Semenikn and Scheinbaum, 2014 has asserted that “Technology is
changing day by day which is affecting each and every department of the organization so, it has
direct impact on marketing and promotion activities of the firm” (O’Guinn, Allen, Semenikn and
Scheinbaum, 2014). There are different techniques and methods in which organization needs to
sue latest technologies for promoting their brand for example, digital marketing. Kwakkel,
Walker and Marchau, 2012 has concluded that “Technological promotion methods requires skills
and knowledge as well as huge amount of investment, etc” (Kwakkel, Walker and Marchau,
2012). As per this investment for effective promotion organization needs to select appropriate
techniques else it will affect individual as well as financial performance of the whole
organization. So, before selecting any techniques organization needs to focus on all advantages
and disadvantages of that particle methods for whole organization and product. Spence,
McNaughton and Campbell, 2013 has stated that “promotion of product is important for
increasing brand awareness and providing information of product to customers” (Spence,
McNaughton and Campbell, 2013). Likewise, Yamu, Voigt and Frankhauser, 2014 has
concluded that “promotional methods play significant role in increasing customer’s traffic and
building sales and profitability for organization” (Yamu, Voigt and Frankhauser, 2014). But on
the other hand, Wilcox, 2012 has provided contradict views on promotion which have described
that “Promotion increases the cost of organization because of the huge investment in technology”
(Wilcox, 2012). As well as, Ying and Pheng, 2014 has concluded that “promotion increases the
requirements if skilled and experience employees which also augment the total cost of the
company” (Ying and Pheng, 2014).
2.3 Tools and techniques for promotion
Oteino, Culhane and Dowling, 2013 has concluded that “Promotion is one of the
important task for marketing department of an organization, so, company needs to use
appropriate tool for the same” (Oteino, Culhane and Dowling, 2013). Agarwal, Grassl and Pahl,
2012 has stated that “Marketing mix or 4Ps are considered as important tools of promotion”
(Agarwal, Grassl and Pahl, 2012). According to this statement, organization can develop
promotional strategies using marketing mix model. This tool helps in selecting suitable strategies
for new and existing products and services in local and global market.
Marketing Mix Model:
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Henriksen, 2012 has stated that “Marketing mix can be defined as a set of controllable,
tactical marketing tool which can be used by an organization to produce a desired response from
its target customers” (Henriksen, 2012). As per this statement, marketing mix plays important
role in improving marketing and advertisement of an organization as well as also beneficial for
increasing the customer’s response towards products and services of the firm (Mydin, 2015).
Figure 1: Marketing Mix
Huang, 2013 has stated that “Marketing mix include number of strategies which can
influence the demand of products and services of the firm” (Huang, 2013). Along with this,
Strategies to Promote Growth, 2016 has asserted that “It is a tool for developing a marketing
plan and executing it in effective manner” (Strategies to Promote Growth, 2016). In contrast,
Kaur, 2014 has concluded that “Most of the organizations use marketing mix for defining overall
direction and goals for marketing of products and services of the firm” (Kaur, 2014). Overall,
marketing mix can be used by organizations for developing marketing plan and introducing most
appropriate strategies for promoting products and services in new and existing target market
(Yamu, Voigt and Frankhauser, 2014).
Spence, McNaughton and Campbell, 2013 has found that “Product, price, place and
promotion are major attributes of marketing mix which helps in developing marketing strategies
of an organization” (Spence, McNaughton and Campbell, 2013). Similarly, Cosentino and Baker,
2015 has concluded that “Using these attributes organizations can turn their strategy into reality
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in their marketing plan” (Cosentino and Baker, 2015). Overall, marketing mix plays import at
role in setting marketing objectives, identifying tactics to reach target market. Along with this, it
is also beneficial for meeting and satisfying needs of customers by offering appropriate products
and services (McMackin, Dean, Woodside and McKinley, 2013). Marketing mix of products and
services of an organization include the following elements:
 Product: Henriksen, 2012 has stated that “organization should focus on needs and
requirements of customers because it helps in providing appropriate product which
actually customer wants” (Henriksen, 2012). Along with this, Ying and Pheng, 2014 has
stated that “at the time of developing products and services organization needs to add
only those features which actually require for satisfying needs of customers” (Ying and
Pheng, 2014). Including this, at the time of promotion company needs to focus on
packaging, size, color and looks of products and services. Along with this for attracting
large number of customer organizations needs to differentiate their products and services
from existing competitors, etc (Oteino, Culhane and Dowling, 2013). As per the above
discussion, every organization needs to focus on standardization of product.
 Price: Ngai, Peng, Alexander and Moon, 2014 has concluded that “price of the product
affect the total sales of the organization so, organization needs to decide price on the
basis of the value of product for customers” (Ngai, Peng, Alexander and Moon, 2014).
Before deciding price of the product company needs to assess that whether target
customers are price sensitive or not. Andrade, Hastings and Angus, 2013 has concluded
that “Price is important factor for developing promotional strategy because on the basis
of price organization can decide trade discount for their customers” (Andrade, Hastings
and Angus, 2013). For attracting large number of customers, every company needs to
compare their pricing policy with competitors. Overall price is one of the important
attribute for developing marketing and promotion strategy of an organization (Marketing
- Promotion Strategy, 2016).
 Place: Goodall and Ashworth, 2013 has concluded that “If any organization wants to
launch its new or existing product than organization needs to focus on appropriate
strategy for selecting place” (Goodall and Ashworth, 2013). As per this statement
company needs to select that particular market where buyers look for their products and
services and capable enough to buy. Along with this, distribution strategy is also
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important section which can affect the image of the organization in customer’s mind.
Overall, selection of market is also important for marketing of products and services
(Top Ten Promotional Strategies, 2016).
 Promotion: Wilcox, 2012 has concluded that “organization needs to focus on
appropriate tool of promotion which can help in reaching target customers in appropriate
manner” (Wilcox, 2012). Peeters, Clements and Gilmore, 2012 has concluded that “Time
of promotion also affect the awareness of customers about products and services”
(Peeters, Clements and Gilmore, 2012). Including this, organization needs to focus on
competitor’s strategy of promotion. Appropriate tool of promotion will help in attracting
customers and raising the sales revenue of the organization.
Overall, marketing mix is one of the important tool for developing strategy of promotion
for products and services of an organization (O’Guinn, Allen, Semenikn and Scheinbaum, 2014).
So, any organization which wants to launch its existing product in new international market
needs to focus on all attributes of marketing mix.
2.4 Critical evaluation of different Promotional strategies
Kwakkel, Walker and Marchau, 2012 has concluded that “Product promotion is one of
the important requirement for launching any existing product or brand in front of the public and
attracting new customers” (Kwakkel, Walker and Marchau, 2012). As per this statement
organization needs to select appropriate promotional strategy for launching products and services
in international market. Turco, 2015 has stated that “There are numerous way to promote
products and most of the companies use more than one way for the purpose of marketing”
(Turco, 2015). Huang, 2013 has concluded that “Promotional mix is important tool for
introducing promotional strategies for launching any product” (Huang, 2013). It includes
different strategies such as advertisement, sales promotion, direct marketing and public relations,
etc.
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