Unit 2 Marketing Process & Planning

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 Table of Contents
Part 1.....................................................................................................................................................3
1. Introduction...............................................................................................................................3
2. Definition of Marketing.............................................................................................................3
2.1 Product Manager......................................................................................................................3
2.2 Sales Manager..........................................................................................................................4
2.3 Sales Personnel........................................................................................................................4
3. Role of the Marketing Function.................................................................................................4
3.1 Creating Product Offering........................................................................................................4
4. Marketing Function Working And Interaction...........................................................................5
4.1 Traditional Marketing Environment........................................................................................5
5. Extended Marketing Mix...........................................................................................................5
6. Marketing Mix Adopted............................................................................................................6
6.1 Comparison of Coca-Cola and Pepsi.......................................................................................6
6.2 Effect Of Marketing Activities On Finance:............................................................................8
7. Recommendations......................................................................................................................8
8. Conclusions...............................................................................................................................8
Part 2.....................................................................................................................................................9
1. Marketing Plan..........................................................................................................................9
2. Clear And SMART Marketing Objectives.................................................................................9
3. Research In Marketing...............................................................................................................9
4. A Situational Analysis...............................................................................................................9
4.1 SWOT, PESTLE and 5C Analysis...........................................................................................9
4.2 A Competitor Analysis Including The Market Segments.......................................................11
4.3 Sub-Segments........................................................................................................................12
4.4 Articulation............................................................................................................................12
4.5 Marketing Strategies Development........................................................................................12
4.6 Marketing Budget..................................................................................................................13
4.7 Actions In A Tactical Context...............................................................................................13
4.8 Customer Lifetime Value (CLV)...........................................................................................13
5. A Media strategy......................................................................................................................13
5.1 A Media Budget.....................................................................................................................13
5.2 Recommendations..................................................................................................................14
5.3 Media Channels For Communication....................................................................................14
5.4 Quantitative And Qualitative Criteria....................................................................................14
References...........................................................................................................................................16

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 Part 1

1. Introduction

Coca-Cola has been singled out as the company that should receive this honour. The current

responsibilities of marketing include choosing which consumer categories to focus on, researching to

ascertain the needs of specific consumer segments, designing product offerings that cater to the

requirements as well as the desires of specific consumer segments, and educating consumers about the

benefits of the planned product offering, manufacturing products in response to consumer demand,

and offering after-sale support (Usui, 2017). The following is a list of the most important

responsibilities that fall under the purview of the marketing department.

2. Definition of Marketing

Companies are increasingly employing a diverse group of employees to handle the many

components of marketing rather than designating a single individual as the point person for the

coordination of all marketing operations inside the organisation. Now, it is the responsibility of each

worker in the organisation to see to it that the needs of the customer are always satisfied ( Gardini,

2022). In the modern organisational structure, marketing exerts a tremendous influence over every

department. The marketing function is deeply linked with the majority of, if not all, an organization's

other operations. The following is a synopsis of the relationship that exists between marketing and the

other divisions of the company:

2.1 Product Manager

The product manager at Coca-Cola is responsible for ensuring that the company's new product

offerings are both functional and feature-rich enough to satisfy the requirements of the company's

customers. To accomplish this goal, the marketing manager and the product manager will need to

work together to analyse the requirements and preferences of the target demographic (Chernev, 2018).

According to the findings of market research, the primary responsibility of a product manager is to

generate value and to construct a product that satisfies the requirements of the target market.

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2.2 Sales Manager

The sales managers at Coca-Cola oversee managing the sales team at the firm and ensuring that

every member of the sales team has both the essential abilities and the will to succeed. They are also

responsible for ensuring that every member of the sales team has the desire to succeed. The

responsibility of expanding and maintaining the corporation's product sales, such as those of Coca-

Cola and Minute Maid, falls on the shoulders of managers of sales (Whitler, 2018). The marketing

and sales departments of a company need to keep up constant contact with one another to determine

the strategies that are going to be most successful in attracting and retaining customers for the

business to continue to be profitable.

2.3 Sales Personnel

Salespeople must provide management with feedback regarding what customers want. They

must collect input from consumers because they are the ones who are in the most direct touch with the

customers (Usui, 2017). The salespeople will need to make sure that they collaborate with the brand

manager and the sales manager to successfully establish the brand image of the things in the minds of

the consumers. Only then will they be able to properly explain the value of the product.

3. Role of the Marketing Function

An organisation such as Coca-Cola needs to break down each function to determine the people

it wants to target for various goods and brands. Coca-Cola, for example, must assess the demands of

the health-conscious adolescent demographic before marketing to them. Primary and secondary

research can be used by Coca-Cola to uncover client needs (Usui, 2017). Primary research is the

process of gathering data directly from the source using methods such as surveys, in-person

interviews, and focus groups. Secondary research, on the other hand, is the collection of information

from existing data, such as Coca-current Cola's sales numbers or Pepsi Co's sales figures in the same

target market, to estimate demand.

3.1 Creating Product Offering

Coca-Cola will be able to examine the data and determine what people desire once it has

conducted sufficient study. After that, it will be able to design a brand-new type of energy drink that

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is aimed just at this market (Gardini, 2022). All the features and functionalities that appeal to

customers and meet their requirements will be included in the new drink.

4. Marketing Function Working And Interaction

Marketing has undergone a dramatic shift in the modern world. Those days are long gone when

a company's marketing strategy was limited to promoting or selling its products. Marketing as a

discipline has undergone a profound transformation. Organizations used to focus on providing the

best product possible, but today's marketers recognise that customers are intelligent and expect value

from the things they buy (Chernev, 2018). Instead of sticking with the company's offerings, customers

will look elsewhere. The marketing notion refers to the idea that customers should be at the centre of

all marketing efforts. When it comes to marketing, the roles and responsibilities have changed

dramatically throughout the years. A look at the changing roles and duties in the marketing landscape

is provided below.

4.1 Traditional Marketing Environment

Traditional production-oriented approaches only focused on adopting the lowest manufacturing

processes and delivering low costs to customers to attract them (McDONALD, 2016). This has

changed. Since the advent of the manufacturing idea, businesses have become increasingly concerned

with creating goods that appeal to a broad range of consumers. After that, firms moved their focus to a

Sales orientation, in which the prevailing consensus was that salespeople with the right skills could

sell clients anything. A marketing strategy's success was also measured only by how many things it

was able to sell. All the foregoing approaches had one key flaw: they failed to centre their efforts on

meeting the demands of customers (Whitler, 2021). All the strategies centred on creating items and

then locating the right people to sell them to. Therefore in its early days, the job of marketing was

primarily to sell and promote a company's products.

5. Extended Marketing Mix

Coca-Cola must make sure that it interacts with its consumers through the marketing tasks that

it does to establish a brand image and the loyalty of its customers (Iacobucci, 2021). Consumers are

Coca-most Cola's precious asset; as a result, the corporation must make certain that it performs its

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marketing activities in such a way that its consumers are happy and can form a connection with the

company. Customers will go to the competition if a company can't do this, and its goods won't have

the long-term success they need. Coke's success may be attributed to the company's ability to cultivate

client loyalty and connect with them via advertising and marketing (Gardini, 2022). Coca-Cola was

able to successfully express its brand image in such a manner that it assisted the firm in developing a

product to which the consumers can relate and identify, which was necessary for the company to

achieve its goal of making the product relevant to the customers. Unless the firm can accomplish this,

its long-term goals are unlikely to be met. As a result of this connection, marketing operations are tied

to consumer relationships.

6. Marketing Mix Adopted

For a company like Coca-Cola, marketing operations affect the income and profitability of the

entire business, not just a single department. Because of this, it is essential to have an understanding

of how a disruption in marketing activities can result in damage to the whole firm. Customers are a

company's most significant stakeholders, and meeting their requirements is a key component of

marketing efforts (Iacobucci, 2021). Customers. As part of the larger context of the company's

finances, customer interactions, and image, marketing operations can have a significant impact on

these areas. The following is an examination of how the functions and duties of marketing connect

within the framework of the overall business.

6.1 Comparison of Coca-Cola and Pepsi

Product: When it comes to soda, Pepsi and Coca-Cola go head-to-head. The parent company of

Pepsi, known simply as PepsiCo, is the most successful food and beverage company in the world

(Đokić, 2016). Products manufactured by this corporation are exported to more than 200 nations on

every continent.

Price: The prices at which Pepsi sells its products are strongly impacted by those set by Pepsi's chief

competitor, Coca-Cola (Whitler, 2018). Since manufacturing and transportation costs are so high,

neither company can win a pricing war. Because of this, businesses have decided to participate in a

war of brands rather than a battle of prices.

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Promotion: When it comes to preserving a company's brand image, the most efficient method of

marketing is to run promotions and advertisements, much like Coca-Cola does (Chernev, 2018). Pepsi

advertising, on the other hand, frequently includes kids, in contrast to Coca-emphasis Colas on adults.

Place: The distribution network for Coca-chief Cola's competitor, Pepsi, is remarkably comparable to

that of Pepsi (Whitler, 2021). Since the brand's distribution network is so extensive, the company's

products may be found throughout the country, increasing sales.

People: Coca-Cola is a significant business that employs strategic HR management to help people

grow and be satisfied. Coca-Cola has utilised HRM practices to empower employees and boost work

satisfaction. The company's incentives and recognition programme boost staff retention (Chernev,

2018). Pepsi employs several professionals who play an important part in its marketing strategy.

These personnel are trained in persuasive strategies and to respect corporate clients' preferences. Pepsi

employees at retail outlets answer inquiries and assist customers to choose the best product.

Process: Around 225 bottling companies are part of the Coca-Cola system. These bottling partners

and a wide distribution network help support the company's foreign commercial activities. Coca-

Cola’s bottling partners sell the final product globally. Coca-Cola’s final product activities include

bottling, sales, and distribution (Fomichenko et al., 2020). Pepsi has procedures in place to alert

merchants when inventory is low. It features an online delivery method where orders are processed in

the computer system and appropriate merchandise is dispatched to the delivery service provider. Pepsi

does market research to identify client wants. Through the retail, hotline, and social media input, it

learns about client needs.

Physical Evidence: Coca-Cola's physical operations are dispersed over the world.  The company's

physical infrastructure comprises concentrated manufacturing, headquarters, and regional offices.

Packaging, ads, and promotional material all bear the Coca-Cola logo. There is rarely an area in the

world where you won't see a Coca-Cola ad or bottle (Đokić, 2016). Similarly, packaged in a

distinctive hue, Pepsi's goods are easy to spot in stores. These are displayed on a set of shelves given

by the firm, each with a unique colour and design. Pepsi's user-friendly website features high-quality

photographs of its goods from several perspectives.

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6.2 Effect Of Marketing Activities On Finance:

It is possible for Coca-Cola to produce excellent sales and outperform the competition by

accurately identifying the needs of consumers and creating, communicating, and delivering the value

of its product offering to meet those demands. Simply said, increased sales indicate increased revenue,

which in turn means increased profitability for the organisation (McDONALD, 2016). This is the end

goal. For this reason, companies who fail to create a product that meets the demands of their

customers or fail to invest in marketing channels that assist their products to reach their intended

audience will suffer financial losses and be unable to recover their promotional investment

expenditures. Financial difficulties may ensue because of the company's decreased cash flow and

earnings. Thus, marketing's tasks and roles have an important bearing on the company's profitability.

7. Recommendations

After the drink is produced, it may use advertising and branding strategies to show how healthy

and better it is to the competitors. For Coca-Cola to achieve this goal, they would need to decide

which mode of communication they would use, how much money they would spend on advertising

via television, and how much money they would spend on advertising via print and social media

(Sahir et al., 2020). The company must decide which colour packaging to employ and what

promotional activities to participate in a draw in new customers.

8. Conclusions

Because the requirements of customers direct every aspect of Coca-business, Cola's the

company can no longer afford to delegate all its operations to a single department because those

requirements change so frequently. It is now necessary to select marketing specialists inside each

department to carry out the marketing activities that span the entirety of the business (Đokić, 2016).

These appointments must be made by departmental procedures. In addition, it is the responsibility of

every manager in a business to carry out the essential operations to encourage the expansion of the

client base of the firm.

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 Part 2

1. Marketing Plan

Coca-Cola can use the following basic marketing strategy to attain its long-term marketing

goals. Be specific about what Coca-Cola hopes to accomplish with their marketing strategy

(Kitchenko 2019). As of 1892, Coca Cola is a well-known corporation. As a result of the company's

long history as a leading soft drink manufacturer, its Atlanta headquarters is home to the world's most

well-known beverage brand, Coca-Cola.

2. Clear And SMART Marketing Objectives

 To prevent clients from switching to the competition, set prices that are as low as possible.

 Expand the range of available packaging alternatives for clients.

 Launch fresh advertising campaigns emphasising the importance of Coca-Cola in uniting people.

3. Research In Marketing

 Coke's target audience is not limited to a single demographic; the beverage is drunk by individuals

throughout the world from a variety of socioeconomic backgrounds and ages. On the other hand,

the drink is aimed mostly at millennials, and the primary message that it conveys is that it draws

people together (Grosheleva et al., 2021). Pepsi Company is currently Coca-most Cola's significant

competitor, while Coca-Cola is currently a dominant player in the beverage business. Soda's

market strategy is to offer a wide variety of packaging options and flavour combinations to appeal

to a wide range of consumers.

 Customers' wants and requirements must be met.

 To ensure that the brand outsells the competition

 Encouraging client loyalty to secure an advantage over the competitors.

 Retaining and enhancing relationships with customers and promoting brand loyalty

 Support the soft drink industry's ability to innovate while maintaining market share

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4. A Situational Analysis

4.1 SWOT, PESTLE and 5C Analysis

SWOT Analysis

Strengths: Coca-Cola is a brand that is incredibly well-known all over the world. Its name

recognition is one of its most valuable assets, and it may even be the only one of its kind. The name

Coca-Cola is well-known and recognised in nearly every country in the world (Fomichenko et al.,

2020). It possesses a well-established and widely recognised brand identity. In the world, the Coca-

logo Cola is one of the most instantly recognisable logos.

Weaknesses: Because of this, Coca-Cola has a low-risk profile for its long-term financial success.

However, for them to develop beyond their current position, several deficiencies need to be solved

first. Word of mouth may be beneficial to a company's bottom line as well as detrimental to its

success (Goel et al., 2017). For the most part, reviews of Coca-Cola are overwhelmingly positive, yet

the company and its products are despised by just as many consumers.

Opportunities: In terms of commercial opportunities, Coca-Cola is well-positioned. It possesses a

variety of well-known brands, all of which it needs to continue to capitalise on and expand upon

(Munsch, 2021). In addition, Coca-Cola can advertise even its less well-known brands and products

because of its extensive distribution network.

Threats: Nevertheless, Coca-Cola is vulnerable to several threats, even though the firm dominates the

worldwide market.

PESTLE Analysis

Political: Coca-political Cola's lobbying efforts are well-documented, as seen by the company's

official website (Anjum et al., 2020). Coca-Cola, which makes political contributions as well,

employs a range of strategies, including trade associations and direct campaigning, to make sure that

its opinions are heard or at least taken into consideration.

Environmental: Packaging should make greater use of recycled materials, and the beverage sector as

a whole ought to come to a consensus on a unified strategy for waste reduction (Grosheleva et al.,

2021). Coca-Cola has been a strong supporter of a more responsible and sustainable system of

producer responsibility in the United Kingdom.

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Sociological: The United States is the world's most overweight nation, with a large percentage of the

population being classed as obese, mostly due to the easy availability and aggressive marketing of

fast-food chains.

Technology: Coca-Cola is striving to become an industry leader in this space by implementing a

forward-thinking programme with the catchy name 'Bridge,' the purpose of which is to guarantee that

the firm embraces emerging technology at a faster rate than its competitors.

Legal: Increased litigation involving food and beverage components by multinational firms has led to

an uptick in food and beverage manufacturers' legal troubles as a result.

Economic: Coca-revenue Due to the launch of healthier beverages, Cola's has surpassed Wall Street's

expectations. Per-share, earnings increased from the forecasted level of 57 cents to the level of 59

cents. Rather than $9.652 billion, revenue came in at $9.702 billion (Kitchenko 2019). As a result of

the uncertainty surrounding Brexit and Trump's presidency, many feel that a global recession is

inevitable. This is a wonderful thing for the business.

5C Analysis

Company: Corporations may gain a competitive advantage by ensuring that their business strategies

are aligned with each of the operational areas in which they compete (Munsch, 2021). The market for

beverages that do not include alcohol is characterised by a cutthroat level of competitiveness on a

worldwide scale.

Customers: In the foreseeable future, no other beverage business will be able to compete with Coca-

level Cola’s customer loyalty.

Competitors: The advantages a corporation held in the market were directly attributable to the

resources at its disposal (Goel et al., 2017). It is not impossible to own both tangible and intangible

riches in one's possession at the same time.

Collaborators: Coca-value Cola's supply chain includes financial and marketing resources,

production and equipment, staff talents, and product patents.

Climate: In addition, because of the reduction of 5.5% in their carbon emissions that took place

between 2007 and 2010, the company now can become more environmentally conscious.

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4.2 A Competitor Analysis Including The Market Segments

It's the technique of identifying various client groups in a certain market. The first thing that

needs to be done is to determine the different types of customers that the sector serves and the

requirements that each of these customers has (Fomichenko et al., 2020). Customers search for

vehicles based on a variety of criteria, including their speed and performance, the amount of space

inside, how secure they feel, and how unusual the car is. The Coca-Cola Company has access to a

variety of different segmentation possibilities, including demographic, behavioural, and benefit-

seeking segmentation choices.

4.3 Sub-Segments

Customers can be broken down into subgroups depending on demographic characteristics

including income, location, level of education, age, and gender, among others (Grosheleva et al.,

2021). It is simple to segment the Coca-Cola Company's market by utilising demographic parameters

because various regions of the world have distinct populations. Another market segmentation strategy

is available for Coca-Cola to implement.

4.4 Articulation

Another strategy for market segmentation is available to The Coca-Cola Company, and that

strategy is to divide customers according to the benefits they seek. A single product can serve as many

as 16 different functions, depending on who uses it and why (Ghai et al., 2018). Because the younger

generation wants a different form of fulfilment and feeling from utilising a product than the older one,

this is more likely to happen to them than to the older generation. It's not uncommon for Coca-patrons

Cola's to wish to quench their thirst, refresh themselves, or invigorate their bodies, depending on their

specific needs (Ramesh et al., 2019). Putting clients into various groups according to the benefits they

seek from Coca-Cola goods is something that may be done utilising any of these methods.

4.5 Marketing Strategies Development

It would be most helpful to propose to Coca-Cola that they segment their market depending on

the demographic features of their customers. This is because demographic characteristics can be

easily categorised and recognised because of the simplicity with which this may be done (Kannan,

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2017). When it comes to segmenting a market, demographic characteristics like income, age,

education level, and geography are all useful tools that may be utilised. This allows for the creation of

a diverse variety of market segments.

4.6 Marketing Budget

The question "how well are existing segments provided by other competitors?" is one technique

to analyse a market segment. This question is determined by the market segmentation that was

explained earlier in this paragraph (Kitchenko 2019). Coca-Cola might have a simpler way of catering

to a market segment that is currently being underserved by its competitors rather than something that

is already being well handled by competitors by making products that are like or equivalent to the

ones that Coca-Cola already offers. Coca-Cola might evaluate the proposed segmentation method by

taking into account the size of the segment as another factor (Anjum et al., 2020). The first and most

critical stage for the company is to evaluate the scope of its potential for growth inside the market

segment that is being targeted. This is not just about how large anything is; it is more about how

rapidly a market can develop with no need for a lot of competition to enter the picture.

4.7 Actions In A Tactical Context

If a consumer has a smaller purchasing power, the firm may be able to deliver the same goods

to the customer in fewer packaged quantities (Ghai et al., 2018). This is because the buying power of

the customer influences the company's capacity to provide large quantities and types of commodities.

4.8 Customer Lifetime Value (CLV)

Lifetime Value of the Customer: The markets, the costs, the governments, and the competitors

are the elements that promote the developmental goals of the organisation. Markets are characterised

not only by the universal aspirations of consumers, but also by worldwide channels, global customer

demands, and market strategies that are easily transferrable and easy to impact ( Anjum et al., 2020).

The acquisition of knowledge and expertise, as well as large size and scope savings, high resource

management and development expenditures, and favourable logistical, and sourcing efficiency, all

contribute to a reduction in costs.

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5. A Media strategy

5.1 A Media Budget

The stills portfolio of Coca-Cola, which comprises fourteen products that generate annual sales

of more than $1 billion each, controls just 18.1% of the market, even though these products account

for most of the company's revenue (Ramesh et al., 2019). The expansion of the stills industry is

another reason that is boosting sales for Coca-array Colas of stills beverages. Since the year 2000, the

percentage of the market held by stills has climbed from 16 per cent to 36 per cent.

5.2 Recommendations

Additionally, Coca-Cola ought to increase its spending on marketing by a factor of two. The

expenditures associated with Coca-Cola advertising have the reliability of the model for 6.9 per cent

of the company's total sales each year (Munsch, 2021). Coca-Cola is the most efficient firm in the

world when it comes to marketing, and the only other company that comes close is PepsiCo, which

generated $62.80 billion in revenue while only spending $4.2 billion on marketing.

5.3 Media Channels For Communication

Businesses use social media sites such as Facebook, Twitter, and Instagram for a variety of

purposes, including advertising and community outreach. When it comes to social media, Coca-Cola

has pushed above and beyond the typical suspects, such as Facebook and Twitter, by embedding

social media into the most easily recognisable emblem of their company (Goel et al., 2017).

Coca-"Share Cola's a Coke" campaign is widely regarded as one of the company's most effective

advertising efforts to date.

5.4 Quantitative And Qualitative Criteria

The level of success that this marketing plan achieves will be directly proportional to the level

of the company's capacity to maintain a high level of control over its day-to-day operational activities

(Melović et al., 2017). It will be required to engage a marketing expert who can maintain tabs on the

marketing efforts and strategy of the firm for the company to be able to effectively meet the goals that

have been set for it. The corporation will be able to better train its personnel and identify issue areas

by soliciting input from customers if it maintains tight control over the resources and costs of each

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department (Grosheleva et al., 2021). Since it was founded, the firm has expanded to become one of

the most important mobile network providers in Zimbabwe. To accomplish this goal, it has

consistently provided its customers with unique products and services. To increase the number of

customers, it is vital to improving both the quality of the customer service that is provided as well as

the communication between employees. This will guarantee that the target level of customer

satisfaction is reached (Kitchenko 2019). If these marketing techniques are put into action, the firm

will accomplish the marketing goals that it has set for itself.

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