Business Marketing Techniques: Coca-Cola and Apple Report Analysis

This report provides a comprehensive analysis of marketing techniques employed by two major organizations: Coca-Cola and Apple. The report begins by describing how Coca-Cola uses various marketing techniques, including television ads, billboards, and pricing strategies, to promote its products. It details the advantages and disadvantages of each technique, and explores concepts like production, selling, and marketing concepts, as well as the functions of marketing. The report also examines Coca-Cola's strategies for market penetration, product development, market development, diversification, and branding. Following this, the report shifts its focus to Apple, detailing how it uses the Internet and packaging for marketing. It discusses Apple's pricing strategy, channel strategies and overall marketing approach. The report highlights the advantages and disadvantages of the marketing methods used by both companies, providing real-world examples to illustrate their strategies. This assignment is available on Desklib, a platform offering AI-based study tools and resources for students, including past papers and solved assignments.

Unit 3

LO1 – Know the role of marketing organisations
P1/M1/D1
You need to research two businesses of your choice and work through the questions below.
Organisation 1
Organisation Name Coca-Cola
Describe how
marketing techniques
are used in the
marketing of products
in this organisation
Give real examples of
how they have used these
techniques
{P1}
Coca-Cola is the world’s leading soft drink maker and operates in
more than 200 countries around the world. It sells a variety of
sparkling and still beverages. It generates 60% of its revenue and
about 80% of its operating profit from outside the United States. It
has strong brand recognition across the globe. According to
business insider, approximately 94% of the world population is
aware of the red & white logo of Coca-Cola.
The marketing plan is part of the business plan, it is a detailed and
complete document covering the company’s marketing activities.
Marketing technique are often used by business organisations for
promoting their products and services at marketplace. There ae
numerous of promotional methods used by enterprises that
provides them huge benefits as well in terms of increase in sales
performance. Some of the core techniques used by Coca Cola for
marketing its products at marketplace are Television, Internet,
Billboards and packaging. Usage of these methods helps them in
meeting up their sales targets which are described as below:
Television Ads: Marketing manager of Coca Cola emphasizes on
telecasting their advertisement through the medium of Television
for attracting customers in effective manner.
Advantages:
 Grab attention of wide targeted audience
 Fosters empathy and emotions
Disadvantages:
 Changes are hard to implement and expensive for

company
 Customer's might misinterpret provided message.
Billboards Advertisement
Billboards are often termed as hoarding which displayed
alongside roads in traffic sensitive areas. For instance: Billboards
are often used by marketing manager of Coca Cola in UK as it is
helpful medium of advertising product with outdoor advertising
structure that covers large group of customers
Advantages:
 Effective visibility
 Better access to large number of Audience
Disadvantages:
 Costly method
 No Feedback
Pricing technique refers to the method that is used by business
associations to calculate their products and services by providing
consideration to several factors like targeted audience, products,
PLC, company's further expansion, competition etc. In context to
Coca Cola, the company uses economic pricing strategy by
maintaining very thin margin of profit. The main motive of the
company is to raise their market share effectively with low cost
products without compromising with quality.
Coca Cola uses different product technique new product,
development, product extension etc. at the time of marketing its
products at marketplace. Main distribution system of Coca Cola
includes bottling partners, distribution operators, wholesalers and
retailers. The company mainly transfers its products to
distributors at initial level, later these distributors transports it to
small level distributors and retailers.
Production concept
This is the production concept in which a business focuses on

achieving high efficiency at a low cost and mass distribution. The
reason for this is because when the business produces a high
amount of products then this will mean that customers will want
to buy more products. Businesses assume that customers are
interested in prices that are low and the availability of the price
which attracts customers.
Selling concept
This is the selling concept in which says if customers and
businesses are left along then the business not buy enough of the
products which means the business will have to accept a severe
selling and promotion effort. It also suggests that the business has
a set of effective selling and promotional tools to inspire more
buying.
Marketing concept
This is the marketing concept which is the key to achieving the
business's goals, this consist of being more effective than
competitors when creating, delivering and communicating with
the customers to meet customer’s value. The marketing concepts
consist of 7 pillars: place, promotion, price, product, people,
process and presentation. The marketing concept focuses on the
needs and wants of target markets and tries to deliver value better
than their competitors. The marketing concept believes in the pull
strategy in which says you need to make your brand strong so
customers prefer to use your brand over the other competitors.
Product concept
This is where the business focuses on creating economies of scale
in the production and distribution of a product or service. This is
the product concept in which says that customers will favor those

products who offer the best quality and performance. The
manager focuses on this concept as they focus on making bigger
products by improving them over time.
Functions of marketing
The function of marketing is the role in which helps the company
identify and find the potential successful products for the market.
The marketing functions that are within a large organisation can
include performing market research, producing a marketing plan,
product development, strategically managing advertisement,
promotion, distribution for sale etc. when it comes to market
research it’s very important as you find out which customers
make up particular market and how they can use to find out what
customers want, where they want it, how they like it and what
price. Marketing works closely with production as it helps them
meet the wishes of customers so it can help with the new
development.
Existing market- Market penetration
Market penetration is the increasing amount of existing products
or tries to promote a new product through strategies such as
advertising, lower price, discount. Market penetration is when the
company raises awareness for the same products for the existing
market. For example, Coca-Cola selling more of Diet coke to the
same UK market by selling their products to retailers who are
huge multinational businesses such as Tesco, Asda, and
McDonald's. Another example would be advertising Coca-Cola in
the Christmas season in order to boost its sales in the Christmas
season. To advertise its product, the company uses Omni-channels
as television, press, radio, internet to promote their products, to

increase the sells and to benefit from more profit.
Product development
Product development is when they introduce a variety of products
within the same market. For example, the Coca-Cola company
can introduce new flavors in the UK which aren't sold anywhere
else in the World. This will strengthen the relationship between
existing customers and the company by satisfying the customer’s
needs and wants.
New market - Market development
Market development is when they target a new audience but with
the existing product. Businesses can do this in two ways moving
to another country or introducing a new product. For example, it
would be Coca-Cola as they expanded their product Coca-Cola
vanilla into the UK market from the US market. Another example
would be Coca-Cola as not all their flavors are being sold in every
shop or retailers which means Coca-Cola can introduce a new
market when they introduce these flavors in their market.
Diversification
Diversification is when the business opens an opportunity across
different products and the new market sector. For example, Coca-
Cola has decided to go into a new industry which has brought a
new sport to drink out which they introduced PowerAde. This
helped Coca-Cola as the new product created a new audience
which meant more customers meant that Coca-Cola could build
on that relationship between the customers.
Branding
The word brand is associated with the product which is associated

with the business it’s also the identity that can separate yourself
from other competitors. An example of this would be Coca-Cola.
The reason I say this is because Coca-Cola uses its front and color
red to create a warm happy feeling. Coca-Cola has even changed
the way, Santa Claus is perceived which is now a happy, warm
and jolly man who wears a red suit. Coca-Cola has done this to
make people automatically think of their products when they see
Santa Claus.
Analyse the marketing
techniques used in the
marketing of products
in this organisation
{M1}
Organisation 2
Organisation Name Apple
Describe how marketing
techniques are used in the
marketing of products in
this organisation
Give real examples of
how they have used these
techniques
From their beginnings in Steve Job’s garage, Apple today is
worth over £100 billion. This is because they use marketing to
their advantage when designing a product. Apple products are
made to high quality, build well from robust materials, designing
with a clear house style, they are identifiable because of the logo
on the back of all products. They are simple in their design to
appeal to a mass market, and practical as Apple products are easy
to use and very good for working on.
With reference to marketing manager of apple, uses various

{P1} marketing activity such as Internet and packaging. Both of them
are described as below along with their advantages and
disadvantages:
Internet: Apple uses Internet as its main marketing technique for
promoting its range products among customers.
Advantage:
 Maximum number of customers are on this mode.
 Performance of advertisement can also be monitored on
Internet
Disadvantage:
 Higher competition
 Might become complicated
Billboards:
Advantage:
Grabs attention of maximum people
Ease to use this method
Disadvantage:
Main cause of distraction
Costly method
Apple uses price skimming pricing strategy for gaining
competitive advantage. In this, Apple is providing higher quality
feedback with latest features that provides better experience to its
every user.
Apple uses both the direct and indirect channels for distributing.
In this, they initially provides product to customers their iPhone
among customers through various mediums like online store,
Retail store, Direct sales force and third party wholesalers.
The 4P’s of marketing is a general phrase used to describe a
different kind of choices organisations have to make in the whole
process of bringing a product or a service to the market.

Basically, the 4P.s are about putting the right product in thr right
place, at the right price, at the right time.
The term ‘routes to market’ is used to describe how a company
distributes their product to consumers. Apple use four main routes
to market. This are online through Apple.com, in Apple stores,
there are over 175 apple stores all over UK, through
intermeditaries such as ‘Stormfront’ in Bury St Edmunds and
direct to customers at technological seminars/trade fairs.
Promotion refers to the methods used by a business to make
customers aware of a specific product or product range.
Advertising is just one of the means a business can use to create
publicity. Businesses create an overall promotional mix by
putting together a combination of the following strategies
advertising, sales promotions, personal selling, direct marketing.
When a new product is released, Apple initially launch it a bit at a
high price. Apple price their products very well. They set a high
price but instead of this initial high price putting customers off it
attracts them as they see it as a luxury to be bought.
The depth of a product line is basically the amount of products in
a product line so the more extensions made to the product line
will result in a larger depth of the product line. The width of a
company is the amount of product lines the company has so if
Apple only had one range, for example the iPhone, they could set
up an accessories range for the business and this could be on a
different product line.
Firms think very carefully about the price to charge for their
products. There are a number of factors to take into the account

when reaching a pricing decision:
Customer - competitors- costs
There are times when businesses are willing to set the price of a
product below unit cost. They use this loss leader strategy to gain
sales and market share.
Every year since 2007, in September, Apple have released a new
version, either a new model or an ‘S’ model, of their most popular
product the iPhone. They do this because over summer, iPhone
sales begin to slightly decrease, so Apple quickly insert a new
model into the market to gain an even larger market share and to
boost revenue. This same technique is used for every Apple
product range from the early Macintosh computers right through
to the iPad.
Apple Inc was established on April 1st, 1976 by Steve Jobs, Steve
Wozniak and Ronald Wayne to sell the Apple I personal
computer kit in Cupertino California. In February 2014, Apple
was named as the ‘most important global company’ by
Forbes.com and in 2013 Apple Inc generated over £102 billion.
A business can choose between two pricing tactics when
launching a new product, penetration pricing that means setting a
relatevely low price to boost sales. It is often used when a new
product is launched, or if the firm’s main objective is growth.
Price skimming means setting a relatively high price to boost
profits. It is often used by well know businesses launching new,
high quality, premium products.
A product portofolio is the range of products sold by a company.
Examples of this include Apples iPhone and iPod range of

products.
Analyse the marketing
techniques used in the
marketing of products in
this organisation
{M1}
Select one of the two organisations you have mentioned above and recommend
improvements to the marketing techniques it currently uses
Organisation Name
Recommend improvements to the marketing techniques in this organisation
{D1}
P2
Describe the
*legal
*voluntary
*organisational
*ethical
Limitations and
Principles of marketing lectures for the limitations and contracts of
a advertising
These principles are quite simple and give realisation for the correct
representation of required documents of the lecture and guidelines
given through principles of agreement and contract advertisement.
These are sort of guidelines for contract and create perfect contractual

constraints of
marketing
{P2}
agreement which cannot be questioned later for infringement and
performing wrong details.
Legal: the legal provisions and acts have to be adapted by the
individuals or any group of advertising so that no such legal issues can
be created against them.
Consumer Credit Act Sale of Goods Act: this act was created for giving
correct guidelines for the company and perform major activities which
have to be addressed in the name sake of providing correct and
qualitative goods to consumers. This goods act ensures that one person
shall perform and give correct products which have passed several tests
and all have been through quality test.
Sale and Supply of Goods Act this act was created for the security of
goods and in case of any dispute or accident they shall be secured under
this act. If an person has taken insurance under this act and under the
circumstances of contract of anything happens to the goods one can
claim the whole money from them in which they have to perform all
activities due to which such incident has had happened.
Consumer Protection from Unfair Trading Regulations Data Protection
Act: under this act if any individual or organization is found performing
any such wrong activities they have to be recorded i=under this act and
have to give several requirements as per the guidelines given under it.
Voluntary: in this one has to perform some tasks without the help of
several instincts and give indication onto which one can give guidelines
and render free services for organization.
Advertising Standards Authority: this authority governs and
administers that providing of good and correct quality content to public.
Here one has to give several retaliation in the fact that they will be
performer all such regularities and guide accordingly for producing