Marketing Essential

Unit 02 / MARKETING ESSENTIAL
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Acknowledgement
I'd want to thank you for giving me the strength to finish my work on timely and with enough
ability to provide good assignment. Following that, I'd like to thank Mr. Dilen Premasiri for
directing and supporting me throughout the study and providing the best available outcome.
Last, I'd like to thank my parents support.
NILAKSHAN RAJASEKARAN / KBM322111 1|Page

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Table of Contents
Acknowledgement..............................................................................................................................1
TABLE OF TABLE..............................................................................................................................3
FIGURES OF TABLE.........................................................................................................................3
LO 01....................................................................................................................................................4
TASK 01...............................................................................................................................................4
01) Introduction of Coca-Cola..................................................................................................4
02) COCA-COLA VISION AND MISSION..............................................................................4
03) Roles and Responsibility of marketing division of Coca Cola.....................................10
04) Structure of the organization...........................................................................................11
05) Impact of Organizational context of Coca –Cola...........................................................11
06) Pestle factors for Coca-Cola............................................................................................12
07) Inter-relationship with marketing and other divisions of Coca-Cola...........................13
LO 02..................................................................................................................................................15
1) MARKETING MIX OF APPLE.............................................................................................15
2) MARKETING MIX OF SAMSUNG......................................................................................17
SIMILARITIES OF APPLE AND SAMSUNG............................................................................20
DIFFERENCES OF APPLE AND SAMSUNG..........................................................................20
LO 03..................................................................................................................................................22
01) Launching of Velvet new soap........................................................................................22
02) MARKETING PLAN..........................................................................................................22
A. Executive Summary............................................................................................................22
B. Situational Analysis.............................................................................................................23
03) PESTLE ANALYSIS.........................................................................................................23

04) MARKETING OBJECTIVES OF VELVET (DAZLER)..................................................25
05) MARKETING MIX OF VELVET (DAZLER)...................................................................26
06) SEGMENTATION OF VELVET (DAZLER)...................................................................27
07) MARKETING ACTION PLAN VELVET (DAZLER).......................................................29
08) MARKETING BUDGET OF VELVET (DAZLER)..........................................................30
09) MARKETING CONTROL OF VELVET (DAZLER)...........................................................30
Conclusion.........................................................................................................................................32

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References...........................................................................................................................................33
TABLE OF TABLE
Table 1-Apple marketing mix...........................................................................................................16
Table 2-Samsung marketing mix....................................................................................................20
Table 3-marketing mix of velvet (Dazler).......................................................................................27
Table 4-Marketing action plan.........................................................................................................30
Table 5-Marketing budget plan.......................................................................................................30
FIGURES OF TABLE
Figure 1- Coca-Cola...........................................................................................................................4
Figure 2 -Sprite...................................................................................................................................5
Figure 3- Fanta....................................................................................................................................5
Figure 4-Schweppes..........................................................................................................................6
Figure 5-Appletiser.............................................................................................................................7
Figure 6-coca-cola energy.................................................................................................................7
Figure 7-FuzeTea...............................................................................................................................8
Figure 8- PowerAde............................................................................................................................9
Figure 9-Amita.....................................................................................................................................9
Figure 10-organizational structure..................................................................................................10
Figure 11-Coca-Cola pestle.............................................................................................................12
Figure 13-Apple.................................................................................................................................15
Figure 12-Apple.................................................................................................................................15
Figure 14-Samsung..........................................................................................................................17

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LO 01
TASK 01
01)Introduction of Coca-Cola
Coca-Cola was developed by a pharmacist

named John Pemberton in Atlanta,
Georgia, in May 1886. After experimenting
and tasting his drink, a mix of liquid syrup,
he realized he had created a special
beverage. Frank Robinson, his
bookkeeper, gave the drink the name
Coca-Cola and signed it with the signature
Coca-Cola script, which is still used today.
Coca-most Cola's popular brands include
Coca-Cola, Fanta, and spirit, among many
others, which we have grown and gained
over the years but now sell over 200
countries. Coca-Cola, along with the
bottling industry, is one of the top ten
Figure 1- Coca-Cola employers in the world, employing over
700,000 people. Coca-Cola partners with other firms, especially around the world, rather
than having its own bottling facility. Coca-Cola provides the syrup bottlers with the right to
use the Coca-Cola brand. This adds to their ability to benefit. The Coca-Cola Corporation is
the world's biggest soda company and the world's top soft drink manufacturer and marketer.
Coca-Cola, Diet Coke, Fanta, and Sprite are four of the world's top five beverage names.
(Anon., 2021)
02)COCA-COLA VISION AND MISSION

VISION
Become the best total global beverage leader, generating sustainable economic, social,
and environmental value by managing innovative, winning business models with the best
employees in the world.
MISSION
Satisfy our beverage consumers with excellence.

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PRODUCT PORTFOLIO
Figure 2 -Sprite
 SPRITE - Sprite is a delicious, clean-tasting soft drink with a lemon- lime flavor that
provides you the ultimate cut-through refreshment. It currently appears on store shelves
in 1961 and is now distributed in over 190 countries. A lemon-lime soda made entirely of
natural ingredients by Coca-Cola Company.
Sprite drink comes in a number of sizes, including 7.5 ml mini cans, 8 oz. bottles, 8.5 oz.
bottles, 10 oz. cans, 12 oz. cans, 12 oz. bottles, 13.2 oz. bottles, 16 oz. cans, 16 oz.
bottles, 16.9 oz. bottles, 20 oz. bottles, 24 oz. bottles, 1 liter bottles, 1.25 liter bottles, 2
liter bottles, 3 liter bottles and Sprite Zero Sugar is another choice. It is now the world's
most popular lemon-lime flavored soda and the world's third most popular soft brand.
(Anon., 2020)
Figure 3- Fanta
 FANTA - Fanta is a soft drink that spices up the enjoyment. Fanta is The Coca-Cola
Company's second-oldest brand, having been introduced in 1940. Fanta Orange is a soft

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drink with a spicy, fruity flavor that is prepared with 5% concentrate juice and has no
artificial colors or flavors. There are more than 100 flavors worldwide
The most popular Fanta flavor is Orange. It may be found in 180 countries. Brazil is the
world's greatest Fanta user in terms of production. In Europe and South America, Fanta
is more popular than in the United States. This was originally come from Germany and is
now sold worldwide. The manufacture of Fanta is the Coca-Cola Company. Consumers
all across the world, particularly teenagers, now connect Fanta with joy and wonderful
moments spent with friends and family. (Anon., 2020) (Anon., 2021)
Figure 4-Schweppes
 SCHWEPPES - Schweppes tonic water was first introduced in 1783 as the world's first
soft drink. Jacob Schweppes, the company's founder, was inspired by the new technique
of carbonating liquids, so he developed and developed his own method of producing
mineral water. Schweppes has been dedicated to quality and excellence for almost 230
years.
Schweppes is a global beverage brand that began in the Republic of Geneva and is now
marketed all over the world. Lemonade, carbonated waters, and ginger ales are among
the beverages available. In the United Kingdom and New Zealand, the Coca-Cola
Company owns the Schweppes brand. Ginger ale, orange juice, tomato juice, and
grapefruit juice are all produced by Schweppes. (Anon., 2021)

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Figure 5-Appletiser
 APPLETISER - Appletiser is a sparkling non-alcoholic juice with no added sugar or

preservatives. It's an indulgent delicacy for grown-ups to enjoy on a regular basis or at
particular social situations. The Coca-Cola Company bought a 50% share in Appletiser in
1979. In 1981, Red and White Grapetiser were introduced. Due to protests from the
producers of the Tizer soft drink brand, Appletiser was renamed "Appletiser" and
released in the United Kingdom in 1982. (Anon., 2020)
Appletiser has been skillfully producing its special mixture of sparkling 100 percent
natural apple juice for over 50 years. It contains no added sugar, flavorings, or
Figure 6-coca-cola energy

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preservatives and is an excellent beverage to serve with food or at other social
gatherings. This is a best soft drink created by Coca-Cola
 COCA-COLA ENERGY - Energy drink, any beverage that contains high quantities of a
stimulant component, generally caffeine, as well as sugar and sometimes supplements
like vitamins or carnitine, and is marketed as a product capable of improving mental
alertness and physical performance.
Energy drinks, which are built to support water and electrolytes during or after physical
exercise, and coffee and tea, which are made, have fewer ingredients, and may be
decaffeinated, are not the same as energy drinks. Energy drinks are popular because
they promise to boost energy, help weight reduction, enhance capacity, and improve
attention. (Rogers, 2019) (Staff, 2020) Examples of energy drinks include Red Bull,
Monster, Rock star, NOS, and Amp. Multiple studies have shown energy drinks can
reduce mental fatigue and improve measures of brain function, such as memory,
concentration and reaction time. Energy drink becomes a most trusted drink among
customer
Figure 7-FuzeTea
 FuzeTea - Fuze Tea is a wonderful mixture of fruit juice, botanicals, and tea that has
been combined together to create a delectable flavor. Fuze Tea now comes in two
flavors: mango camomile and peach hibiscus.
Fuze Tea is a delightful mixture of juice and tea extracts that gives it a strong flavor. Our
high-quality tea extracts are sourced from carefully chosen farms that have been
independently certified to support local economic development. Fuze drinks are
promoted as natural health products, and they are supplemented with a range of
vitamins, antioxidants, and electrolytes, all of which are commonly thought to be

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Important in maintaining good health. (Anon., 2020) (Anon., 2020)
Figure 8- PowerAde
 PowerAde - PowerAde is a sports drink created, manufactured and marketed by The
Coca-Cola Company. Its primary competitor is Gatorade, made by PepsiCo.
PowerAde is a still, isotonic sports drink that helps promote effective hydration and
carbohydrates for recovering the energy and fluids that your body loses during activity. It
was developed with sports scientists.
Its main opponent is PepsiCo's Gatorade products, which were first released in 1988.
PowerAde has risen to take 21.7 percent of the US market in its category, compared to
77.2 percent for Gatorade, as of December 2010. (Anon., 2021)
Figure 9-Amita
 AMITA MOTION SUPER MIXES - The AMITE MOTION brand, which was launched in
2008 in Greece, has around 397 sister brands and 727 competitors. The coca- cola
company, a New York-based corporation, owns the AMITA MOTION brand. Amita was
Greece's first packaged juice, debuted in 1983, and has remained a popular option

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among customers ever since, offering a broad range of tastes and high-quality juices that
contribute to a healthy and balanced lifestyle. Amita juices come in 13 flavors and four
pack sizes to suit any need or lifestyle. Amita has a variety of well-known sub-brands
that combine distinct flavors, quality, and taste. Amita can be the right fit for any moment
of the day, meeting the demands of every customer!
03)Roles and Responsibility of marketing division of Coca Cola

Market Analysis
Coca-Cola has a good records management system in place that maintains a correct record
of its recent company operations. They also gather data that takes into account both
financial development factors. What is the new market size, who is purchasing what, where
are market dynamics going, what are consumer expectations, and how is Coca-business
Cola's growing? All of this data is gathered and analyzed in order to create a marketing and
growth approach. A market research unit is constantly tracking the overall market for Coca-
various Cola's brands.
Pricing
Coca-Cola has been active in bringing all of its brands to sale at a reasonable price. Coca-
primary Cola's pricing strategies are price skimming, retail price, and market penetration.
They also use alternate pricing techniques such as psychological pricing, promotional
pricing, and segmented pricing on occasion.
Promotion
Companies invest a large amount of money in the beverage industry each year. As a result,
they will see an increase in profits. Coca-Cola spends a large amount of money on
advertising events each year. The most of them are for digital advertising. Coca-Cola spent
$3.96 billion on worldwide branding efforts in 2015, $4 billion in 2016, and $3.96 billion in
2016. Coca-biggest Cola's supplier spent $2.4 billion in 2017, $2.5 billion in 2016, and $2.4
billion in 2015, Over the years Coca-Cola spending for their promotional purpose by using,
Digital Advertisement on TV Supporting to the different diversion actions Social Media
Marketing Sponsoring different sports.
Buying Inventory
Basically, Coca-Cola keeps a good amount of inventory on hand to ensure proper supply
flow. It includes coffee, sugar, vanilla, citric acid, packing materials, and other materials from
both local and foreign markets as a beverage maker. The quality of raw materials and the
price of the particular raw material are the main focal points. The company buys inventory in
a range of methods, including partnering with several manufacturers, dividing suppliers, and
so on. Coca-cost-effectiveness Cola's is strongly related to the purchasing raw materials.
NILAKSHAN RAJASEKARAN / KBM322111 10 | P a g e

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04)Structure of the organization
05) Impact of Organizational context of Coca –Cola

When a customer into purchase a certain Coca-Cola product and the staff wants to sell them
something else that they don’t won’t ,the customer can go to another market and get the
goods and services they need. This affects not just the product, but also many of coca-other
cola’s brand as well as the company reputation.
There are several factors that influence Coca-Cola, such as increased competition. Coca-
Cola should pay close attention to ads and whether or not they are meeting the
psychological protection, emotional respect and personality needs of their customers.
Understanding and meeting the needs of customer are key factors in Coca-growth. As an
employee, he should be made responsible for such nonsense, and if it happens, the
consumer will inform from outside world of the reason for the poor service offered by Coca-
Cola, and it will be the reason he avoids the company and its products. This could harm the
reputation of the Coca-Cola company overall. We must still keep in mind that customer
marketing relationships are essential for upgrading goods, so customer support should be
delivered as expected

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06)Pestle factors for Coca-Cola
Figure 11-Coca-Cola pestle

POLITICAL
 The political environment has a large effect on marketing decisions. Political factors
include government agencies, political organizations, rules and regulations such as
economic growth and financial policies, all of which impact a country's economy and, as
a result, corporate operations.
 Coca-Cola, as a non-alcoholic beverage corporation, comes under the Food and Drug
Administration's authority. Coca-Cola is the income tax, export, import, and political
problems laws and rules. Political crises, such as demonstrations and political violence,
cause changes in demand, making it harder for a firm to enter in areas where there is a
political crisis. The laws and regulations of income tax, export, import, and political crises
are all political factors that Coca-corporate Cola's operations must conform to. (Keshala,
2017)
ECONOMICAL
 The most major economic danger to the corporation is interest rates. As salaries rise,
product costs rise as well, but this cannot be imposed on the price of the product due to
market risk and competition.
 The purchasing power of a country is determined by its economic growth, as shown by
Coca-decision Cola's to enter a new market and advertise its product over the world. The
company uses this application to interact with 63 different currencies. The company's
product sales are influenced globally by variations in the exchange rate and currency
rate. (Keshala, 2017)
SOCIAL CULTURAL
 The corporation cannot affect social elements such as people's preferences, culture and
tradition, population growth and trends; the corporation's only option is to adapt and
adjust to these elements. Coca-Cola, as a B2C corporation, has a direct interaction with
its customers, thus it must be extremely particular in analyzing the culture and customs
of the country into which it is expanding. (Keshala, 2017)

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 Coca-Cola drinks' benefit presents a threat to the company. Obesity induced by the
beverage industry is causing rising worry among consumers or public authorities.
Younger generations are growing more wellness, and they are becoming greatly worried
about both the nutritional value of Coca-Cola products. Consumers and government
officials are becoming greatly worried about overweight caused by the beverage sector.
Younger generations are becoming more health-problems, and they are increasingly
concerned about the nutritional worth of Coca-Cola beverages.
TECHNOLOGICAL
 In the beverage industry, technology is critical in the production of focused syrup, bottle
packaging, bottle filling, and product distribution. Coca-Cola is available in a variety of
containers, bottles, and cans growing availability of serving machines around the world.
 The technique aids in the creation of attractive, colorful, non-refillable cans and bottles
that appeal to children and youngsters, thereby serving as a marketing tool for Coca-
Cola to promote its products.
ENVIRONMENTAL
 Coca-Cola is committed to following with Today's environmental policies and regulations.
In its packaging, the business uses recyclable plastic. The company has opened a waste
water recycling plant. In order to preserve water, the corporation has also planted a large
number of trees. Because the company produces non-alcoholic beverages that require a
lot of water, it is planting trees to conserve water.
LEGAL
 Employment, consumer, health and safety, and racism legislation are among the
different legal factors. Because Coca-Cola is established in the United States, it must
follow by US laws and regulations such as the Food Safety Act, the Federal Trade Act,
and the Cosmetic Act, among others.
 Apart from understanding the reasons, the company must also conform to environmental
rules such as waste disposal and pollution monitoring. For this reason, the company has
set up a number of recycling centers where plastic bottles and water can be recycled.
 Advertising, sales, and promotion regulations must all be conformed to by the company.
If the company does not conform to or follow these legal regulations, it will have a bad
influence on its brand image and will be subject to severe penalties. As a result, Coca-
Cola should check if its operations are in line with the country's legal requirements.
(Keshala, 2017)
07) Inter-relationship with marketing and other divisions of Coca-

Cola
Marketing Division and Human resources division
In that case, Coca-Cola is a beverage manufactured by Coca-Cola and The HR group

participates in business strategic planning and makes adequate preparations for prospective

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employee recruiting. They make projections about the organization's projected workforce
needs. They expect that workforce productivity will rise as technology evolves.
Marketing department and finance department
Coca-finance Cola's department is in charge of maintaining accounting records. This entails

keeping track of money collected and distributed. The annual reports for the stockholders
are printed on the financial statements wall. In order for them to be able to assess the
company's results. The finance department is also in charge of e-business marketing
strategies. The finance department of the Coca-Cola Corporation is also in charge of
preparing the company's budget as well as the budgets of each department, such as
marketing and research and development. They'll be involved in the organizing process as
well, such as taking over or making big decisions. (Rahaman, 2018) (The coca cola
company, 2019)
IT division and marketing division
Facilitate Digital Marketing Strategy- With digital marketing; you will meet a huge audience in
a cost-effective and meaningful manner. Traditional marketing strategies cost more money in
Coca-Cola but you can save money and attract more consumers for less. Get to know your
customers and encourage them to get to know you on a personal level, which will aid in
brand loyalty. (Rahaman, 2018) (puravankara, 2007)
CRM-Customer Relationship Marketing
Customer relationship management (CRM) is the process of coordinating relationships with

consumers, partners, sales opportunities, and the business. To organize promotional
operations, promotions, technical assistance, and customer service, CRM requires
technology. The goal is to find new consumers, maintain existing customers, and reduce the
expense of marketing and customer care. The user interface department, as well as other
divisions, is represented in CRM. Customers are seen as assets of partnership marketing,
which focuses on attracting customers by cultivating and maintaining a friendship with them.
It entails the customer satisfaction and creating the impression that the business and the
customer are partners. Relationship marketing establishes relationships with consumers by
thoroughly comprehending and listening to their desires, requirements, and issues by
personalized personal support. (The coca cola company, 2019)
Marketing and operational manufacturing department
Operations management is critical in an enterprise because it aids in the efficient

management, operation, and supervision of products, resources, and staff. As far as
operations management is concerned, it affects every business and market. Regardless of
the size of an organization or what they do, operations management is commonly used.
(puravankara, 2007) (The coca cola company, 2019) (Rahaman, 2018)

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LO 02
1) MARKETING MIX OF APPLE
Since Apple products are developed after increasing customer testing, they are
creative. Apple wants to say it understands what people want, and it does, for
Product the most part. Apple Inc.'s main product categories are shown below.
IPhone 11 pro max
 Quality - The iPhone 11 pro max includes both a wide-angle and a led flash
camera. The iPhone 11 Pro Max both include two cameras, including a
telephoto lens, similar to the iPhone 11 Pro. Each of the three cameras has a
12-megapixel resolution.
 Features - In addition to the iPhone 11 Pro Max, this device features a larger
6.7-inch Super Retina XDR display. It also features a LiDAR system as well as a
triple-camera system. But also a wide range of advanced items.
 Packaging – iPhone 11 pro max packaging is as creative and attractive to the
eye as the item inside. The box is spotless in every area. The color is a simple,
beautiful white. Every part of the package is designed to be simple and
straightforward.
Figure 12-Apple Figure 13-Apple
Price Apple charges a fee on their goods. Customers are willing to pay a
Premium price for their goods due to their quality and innovations as compared
to other brands. Apple's goods only go on sale, and their prices are normally
fixed and don't change till a latest product is launched. This high-end pricing
method lets Apple retain its knowledge and information by attracting middle- and
upper-class customers.
For iPhone 11 pro max
 List price - In Sri Lanka, the best pricing for an Apple iPhone 12 Pro Max
approximately Rs. 257,000.
 Discounts – 5% will be given in most of the shops.
 Payment period - The iPhone 11 pro max is available for 165000lkr per month
for 30 months
Place Apple has some strict rules on who should market their goods. Apple approves
some retailers to distribute their goods in order to maintain supply control. This
provides exclusivity, which can limit reach, but it also strengthens their products'
growing importance. Apple has lower distribution prices as a result of its
exclusivity, and is able to invest in other place such as product research.
 Transport - iPhone 11 pro max are mainly being transports by Cargo aircraft
and cargo ships are the primary forms of transport.
 Coverage - iPhone 11 pro max is worldwide.
 Channels- Depending on the shops and distributors, it differs.

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Apple uses commercials and print advertising to advertise their brands, focusing
Promotion on how they differ from competitors. When a product is first released,
commercial advertisements run, and print ads run during the product's life
 Advertising - Using social media tools as well as more standard approaches.
 Sales Promotion - There are shopping offers (5 %), student discounts, and
one-time online deals.
 Public Relations- Media meetings take place.
 Direct marketing - iPhone 11 pro max use media, such as television and online
ads, to promote new goods and promotions. For example, social media sites
such as Facebook, Twitter, and LinkedIn.
Table 1-Apple marketing mix
2) MARKETING MIX OF SAMSUNG

Product Samsung is focused on delivering the right product to its customers. It
spends a large amount of money in product development and has a
huge range of products and services in various categories. Samsung
goods have earned the respect and care of their consumers because
they have performed well.
Samsung Galaxy S21 Ultra

 Quality - The Samsung Galaxy S21 Ultra has a fantastic camera, but
it falls short of the greatest competitors in the mega market. However,
it also ranks worse than it’s previous, the S20 Ultra 5G…
 Features – Samsung Galaxy S21 Ultra have always had an edges in
its new models that is a fantastic feature with outstanding resolution
so no other device have keep coming up with that kind of a feature
besides Samsung.
 Packaging -. This will also change the design of its phone chargers
to reduce the usage of plastics by “switching the bright outer finish for
a matte appearance,”
Figure 14-Samsung

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Pricing is the second component of Samsung's marketing mix. It is a
key player in the smartphone industry, as well as other product
Price segments. As a result, Samsung's pricing strategy is influenced by a
variety of considerations, including product categories, product
ranges, and market conditions.
 Skimming Price Strategy: Samsung smartphones are among the
best available. As a result, the firm employs price skimming tactics
and usually charges a high price for its smartphones. It holds their
advanced and creative goods at a high price. When their customers
offer a comparable offering, they lower their prices. It enables them to
improve their market share and gain a competitive advantage.
 Competitive Pricing Strategy: This price policy is a part of
Samsung's failure to become the market leader in order product
segments. Samsung is a reliable company, but it has failed to
overtake LG in the home appliances product segment. It is important
for Samsung to use
Aggressive prices to avoid flanking attacks. Samsung is still not a
market leader in these product segments, but it must protect its market
share. Many of these factors contribute to a better picture of the price
approach in the marketing mix.
 List price - 169,900
 Discounts - 5% will be given in most of the shops.
 Allowances - Depending on the shops and distributors, it differs.
Place Samsung supplies to stores directly. As a result of this approach.

Corporate sales are the sole responsibility of service dealers. Since
Samsung is such a well-known brand, most electronics retailers must
have it in their inventory. Samsung's value is its delivery. Samsung
also distributes its goods to other locations using a single delivery
system.

 Coverage - Samsung Galaxy S21 Ultra is worldwide.
 Transport - Samsung Galaxy S21 Ultra are mainly being transports
by Cargo aircraft and cargo ships are the primary forms of transport.
 Channels- Depending on the shops and distributors, it differs.

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Promotion is an essential part of the company's marketing mix.
Samsung markets new innovations using newspaper and streaming
Promotion channels, believing that this is the perfect way to engage future
customers and place the company. To take advantage of celebrities'
large followings, the company has welcomed a host of celebrities to
serve as role models and advertise the label through large posters,
banners, and advertisements placed along highways.

 Advertising - Using social media tools as well as more standard
approaches.
 Sales Promotion - There are shopping offers which gives discount

like 5%,10%
 Public Relations- Media meetings take place.
 Direct marketing - Samsung Galaxy S21 Ultra sell their goods

anyplace as long as stores are ready to accept stock. As a result,
Samsung can sell to consumers directly or indirectly.
Table 2-Samsung marketing mix
SIMILARITIES OF APPLE AND SAMSUNG

Calling, texting, online browsing, video chat, mapping, and voice commands are all available
on both Apple and Android phones. Apple and Samsung have a lot in common in terms of
user experience. Dragging, tapping, pinching, and zooming are all supported on these
phones. Samsung has been a global force for longer than any other firm and is involved in
more industries than any other. Apple's rise has been similarly quick and strong. Samsung
and Apple are two consumer electronics conglomerates with a worldwide presence and
dedicated fanbases.
DIFFERENCES OF APPLE AND SAMSUNG

Samsung's pricing is reasonable, and its quality is determined by the price. Customers will
wonder if Apple's goods are so costly, assuming that Apple's products are of high quality and
innovations, in which case the price will be higher. Samsung's products are aimed at those
who enjoy a luxurious lifestyle as well as the middle class; they offer products for all three
groups. However, iPhone's products are not only aimed at the wealthy; their quality is also
good. IOS is a native operating system developed specifically for Apple hardware and
computers. Samsung, on the other hand, uses the Android software, which is used by the
majority of smartphone manufacturers.
Samsung products are aimed at people that live in luxury and those who live in the middle
class, and they serve to all three groups. IPhone products, on the other hand, are not
exclusively for the rich; but are also of excellent quality.
Latest tactics used by Samsung

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 Unlike Apple, Samsung is active on a variety of social media platforms, including
YouTube, Facebook accounts, Twitter, and others to sell their new product
 Samsung is a well-known brand. It provides high-quality goods and follows a rational
pricing policy, resulting in increased brand trust. They win awards every year for their
high-quality products, innovative ideas, and artistic designs.
 To promote their brands, Samsung engages the support of a number of celebrities.
 Samsung mostly uses two types of advertising: direct and indirect to promote or sell their
new product. They market their goods indirectly via television, the internet, and other
newspapers. Samsung used the indirect approach to inform consumers that the new
goods are safe to use.
 Samsung used to sell their smart phones in a different manner, focusing their efforts on
attracting audiences. Samsung began the commercial by providing consumers with basic
knowledge about Samsung phones. This technique alerts consumers of the phone's
brand name by zooming in on Samsung phones and allowing them to see the brand
name written on the phones.
Latest tactics used by Apple
 Figure out exactly how to appeal to customers.

 Using Skimming pricing to render their products to the market.
 Avoid pricing wars.
 Create unique buying channels.
 Think about the entire user experience
 Using slogans like ‘Think Different’, to attract the customers.
 Apple advertises its products in advertisements and print advertising, describing how
their products differ from those of competitors.

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LO 03
01) Launching of Velvet new soap
Velvet is Sri Lanka's most popular beauty soap, focusing on providing the best skin care.
Hemas Holding PLC owns the brand velvet. The Velvet soap company is planning to launch
new soap which named as “Dazler” to the market. This new soap will definitely enhance the
softness of your skin while moisturizing the dry area of your skin as well. Our new “Dazler
“soap is excellent for the skin and hair. We used sandalwood as a soap component because
it supports in the cleansers of clay, impurities, and dark circles. This helps you avoid skin
blemishes, cure rashes, prevent wrinkles and lines, and reduce dullness etc... Your body
needs the best safe, new feeling you can offer it, and with this wonderful soap, you won't go
wrong. Velvet (Dazler) main target audiences are women between the ages of 15 and 40, to
make this soap more attractively.
HIGHLIGHTS
 Luxurious, prestigious , addictive

 Brings you long-lasting perfume to charm yourself – and everyone around you
 Infused with premium oils capturing notes of exotic flowers and precious ingredient.
 Will lighten the complexion and improve skin quality.
VISION
Our velvet's (Dazler) vision is really to offer a useful product to consumers while also earning
reputation in order to enhance our soap and brand.
To create direct sales companies for quality safe home goods that will improve our partners'
and customers' quality of life.
To continue making purposeful, high-quality, eco-friendly goods.
MISSION
Our mission is to help our Velvet (Dazler) partners achieve their goals and expectations all
over the world.
This soap specializes in softening your skin with a scent that last 24 hours. This provides
skin care and satisfies customer’s demands.
02) MARKETING PLAN
A. Executive Summary
We planned to introduce new velvet (Dazler) soap by developing a product situational
strategy that analyzes the product's strengths, weaknesses, opportunities, threats, and
pestle analysis in perspective of Sri Lanka's present challenges and challenges that may
influence the velvet market (Dazler). The marketing objectives for our new product, as well

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as the marketing mix (product, price, place, promotion), and market segmentation, will be
discussed after that.
The marketing mix will be part of a new product's action plan, which will detail the month for
which the marketing mix variables would be introduced. So there's a budget plan that
includes all of the financial records for this product, and also a marketing control to identify
and correct faults and turn concerns into opportunities. Ultimately, after all of the following
analysis, a product will be released to the market.
B. Situational Analysis
SWOT Analysis
Strength
 Herbal Plantations with a long and successful history

 Strong brand image - velvet (Dazler) will being able to charge higher pricing, speeding
up new product uptake, allowing market share gain through advertising, and avoiding
price loss are all advantages of having a strong brand.
 Reasonable or low price – velvet (Dazler) Price strategy should be consider because the
future of a product, its popularity by customers, and its return and profitability are all
determined by its price.
 Specially designed and branded for the female consumers.
 Promotional advertisement media that works
Weaknesses
 That soap is mostly marketed as skin soap for women, but it lacks unisex appeal.
 Stock out problem - In order to do business successfully, a company must have the
products, materials, and/or services that the consumer needs.
Running out of stock not only harms a company's reputation, but it may also result in
significant financial losses because to a lack of sales.
Opportunity
 Having a high level of confidence in the brand name and reputation

 Our business has a good opportunity to grow its market share by growing exports on
time.
 Being able to get update about new technology around the entire company.
Threat
 New products in the same segment.

 Rising number of competitors
 The government's influence will reduce the opportunity for growth.
 Competitors lower prices.
 People who want Ayurveda and natural products will tend to focus on it, so in that case it
might affects our soap product.

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03) PESTLE ANALYSIS
POLITICAL FACTOR
 Stability in politics - Changes in politics may well have a big impact on business. This
might result in less "business-friendly" rules, changes in corporate taxation and
regulations, or political changes that impact the business's marketing.
 The company's performance would be impacted by changes in tax policies in different
supply countries.
 Government policy - By establishing laws or modifying its own spending or taxes, the
government may affect how firms operate and impact the economy. Higher government
spending or lower taxes can result in more demand in the economy, leading to more
production and employment
 Government stability is critical in emerging economies. A stable political climate is
important for any product to achieve its huge success therefore the government's
policies should be beneficial to the company.
ECONOMICAL FACTOR
Economic factors have the greatest impact on customers' purchasing power. The more the
demand for a product, the larger the profit for the company; but, if there is little demand, the
company will suffer.so that economic factor is so much important for a soap company.
 Economic growth rate - Customers are switching brands as a result of the economic
downturn.
 Consumer confidence - Consumer confidence will be a key factor in determining
consumer purchasing power, borrow, and save. A high process of consumer confidence
will inspire a stronger future cost. And also will inspire a stronger propensity to consume.
 The exchange rate of foreign currencies has an impact on the goods and its ability to
make a profit.
SOCIAL FACTOR
 Targeted for women - Women prefer make-up and beauty products more males. The
advertising is mostly focused at females. Younger teenagers and women between the
ages of 20 and 35 are the main focus on market since they have a greater intention to
maintain attractive so in that case there might be a lesser attention or lesser willingness
from men.
 Customer expectation - Customer expectations support a company in gaining the trust of
its consumers. If you can successfully manage these expectations, you will be able to
better fulfill and even surpass them, resulting in a long-term connection with consumers.
TECHNOLOGICAL FACTOR
Every day, new innovations in the fields of information technology, product and product
design develop. If the velvet (Dazler) brand is unable to keep up with technological

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advancements, customers may quit it and not only that new technologies lower the entire
cost of the product, attract more customers, and immediately improve profit.
 Using social media to promote the product - Social media helps for contact and feedback
from customers. Businesses may also reply quickly to their clients, because it’s easy for
us to Increase reach while also increasing leads and sales. According to 52 percent of
social media marketers, social media has a positive impact on their company's income
and sales.
 We must correctly identify target customers in various countries and simplify its
distribution methods as a result.
ECOLOGICAL FACTOR
 The business has been involved in a number of legal cases involving the local
community's and people' environmental health.
 The production of Velvet (Dazler) should not include the death of any animals, whether
put in danger or not. The garbage used during the production of this soap should not be
harmful to the environment.
 Velvet (Dazler) encourages the use of environmentally friendly materials. In every place
where they distribute, their products are designed to be safe for customers. From
packaging to design, all of the materials are environmentally friendly. This process
should be done as accurately.
LEGAL FACTOR
 Like as all the company, Velvet (Dazler) as a product should protected by its own
intellectual property rights. The advancement of technology and products should be
safeguarded within the limits of the law. The tax rules of the several countries where we
do company change. If the product is illegally advertised, a punishment may be applied.
Any various harmful warnings should be displayed clearly on the product.
04)MARKETING OBJECTIVES OF VELVET (DAZLER)

 To Target New Customers - Product customization to fulfill the demands of certain
customer groups. Sales will grow if a product meets the needs of a customer. Product
sales at the most suitable locations to reach the target audiences. This has the likely to
improve sales.
Identifying a target audience helps in the development of marketing communication
strategies for your company. A target market is a group of people who have similar
needs or characteristics and whom our company wants to serve.
 To increase market share rate - When it comes to releasing a new soap, marketers
always expect increased interest rates, which raise interest rates, reduce money to
spend, and therefore reduce consumer spending growth. Higher interest rates tend to
lower price inflation and cause the exchange price to increase.
 To enhance the company's brand image - A good brand name and image helps in
keeping the organization in the minds of the target customers. When a consumer is

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satisfied with the products or services, a strong brand name helps in the development of
customer loyalty,
05) MARKETING MIX OF VELVET (DAZLER)

 Quality - Velvet's Dazler which locks in moisture and
Product offers soft, supple skin lets customers to embrace their
softness. Velvet (dazler) Soap is a daily beauty product
that makes the skin of the family smooth, washed, and
cared for. Velvet Goat's Milk Beauty Bar smooth’s and
gently washes dry skin with necessary moisture,
enriched with vitamins and minerals from real goat's
milk.
 Design - It has a rectangular form and creates a
framework of the designed soap, guaranteeing that the
soap does not react as fast with water.
 Packaging - For its recognized skin care soap product
Velvet, we developed a plastic-free, environmentally
friendly packaging (dazler). Taking a major move
forward in determining the usage of plastic that enters
the environment, resulting in use of reduced plastics.
Price Velvet (dazler) is a product that primarily targets the

middle class and also is expected to attract a big
number of customers.
 Discount = Velvet (dazler) is mainly a price market,
with a competitor pricing strategy. Velvet’s new goods
are priced with the customer's buying power into mind,
therefore the brand usually guarantees that its products
are reasonable, and then we will offer 10% discounts to
customers. Created as part of the marketing mix…
 List price - will be in the month of January, March and
December respectively.
 Payment period – if anyone buys a stock of soap (30)
per month, then it is available for 900. (30 soap *
30days).
Place Distributors provide wholesalers, who then offer to
retailers, which finally sell to customers, according to
the standard supplier method. The distribution process,
on the other hand, is supervised by a third party that
works with Hemas Holding PLC. These businesses
provide goods to shops all around the country.
 Transport - Velvet (dazler) are mainly being transport
by lorry.
 Coverage - Velvet(dazler) is available in like india and
Thailand are two of the world’s most populous south
Africa ,Pakistan ,china, Brazil ,Canada, North

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America ,western Europe,Sril lanka.
Promotion The velvet (dazler) product is promoted by television
advertisements, social media, and a website, among
other methods. Our product will always be positioned
as a soap that has a positive vibe and leaves the skin
feeling soft and smooth.
 Advertising - Velvet (dazler) will advertise the goods
through social media.
 Sales promotion - Velvet (dazler) will be given 5% to
customers.
 Direct marketing - Velvet (dazler) promotes their
products through media such as tv and the internet
Velvet (dazler) uses direct marketing to get quick
answers from consumers by distributing newspapers
with special offers for products around housing areas.
Table 3-marketing mix of velvet (Dazler)
06)SEGMENTATION OF VELVET (DAZLER)

a) DEMOGRAPHICAL SEGMENTATION
Age, gender, employment, education, religion, Income, country, social class, race and
family life cycle are all example of demographical segmentation.
Velvet is srilanka’s most popular beauty soap, focusing on providing the finest skin care.
GENDER
Focus on women(The majority of people who watch television shows are women because
television shows strive to show women’s lives, we targets female audience thinks how much
their lives are worth and women who are sensitive of their looks and take care of their skin).
Age
Between the ages of 15 and 40
Income
RS 25 – 30(our soap is affordable to people of basically all ages; therefore ladies of any field
of work (income) may easily buy ours)
b) GEOGRAPHICAL SEGMENTATION
 Geographical segment of dividing your audience into groups depending on where they
live or work, this may be done in a variety of ways, including grouping customers by
country of location or smaller geographical division.
 We decided moreover to set a good target to distribute countries like India and Thailand
are two of the world’s most populous south Africa, Pakistan, china, Brazil, Canada, North
America, western Europe, Sril lanka.

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c) BEHAVIORAL SEGMENTATION
Behavioral segmentation is carried out based on the following factors situation, advantage,
user status, loyalty status and attitude toward product.
Consumers are segmented based on their behavior patterns when they engage with a
company in behavioral segmentation.
 Velvet (dazler) is aiming to keep up with the demand of customers with similar
requirement. Understand how to solve the real needs and wants of customer group is the
goal of behavioral marketing in any soap production.
 Our product is always set to trusted and reliably.
Benefit
 Velvet (dazler) is a daily beauty product that cleans, moisturizes and smooth’s the skin of
the family. This moisturizes dry skin while smoothing and softly washing it away. It’s filled
with vitamin and minerals from pure sandalwood oil.
User status
 It displayed how brand users all around the country had created their own special
connection with the brand, applying it whenever and wherever they needed purification.
User rate
 we’ve decided to create different packaging for different categories of customers based
on the quantity consumed, ranging from 100g to 120g,
Brand loyalty
 Our soap is the clear velvet brand of choice. Customer loyalty is at the heart of our soap
company and the creation of lasting relationships with our consumers is the overall aim.
Velvet (dazler) develops a product that leaves the skin of your entire family soft, washed
and cared for. Giving people a product they appreciate from a company they like works
great for brand loyalty of velvet.
d) PSYCHOGRAPHIC SEGMENTATION
Psychographic segmentation divides the market into groups based on socio economic
status, lifestyle and personality
Because of its decidedly low price, Velvet (dazler) has attracted basically all social classes.
Life style
 Velvet (dazler) has created to set our current life styles that is more outdoors forcused.so
for the cleanliness customers, we will develop a house cleaning product that is excellent
for dry skin, acting as a moisturizer and natural moderate sun protection as well
providing Vitamin A,C,E and F to nourish the skin.
Personality

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 Velvet (dazler) is for ladies who value quality, especially those in the middle class. It is
commonly used by persons who are mindful of their looks and wish to seem attractive.
Especially suited for feminine, nurturing, reliable, pure, sensual, calm and matured
individuals.
Self-concept
 It attracts to specific group people.
07) MARKETING ACTION PLAN VELVET (DAZLER)

 2022/2024 marketing action plan to target marketing mx strategies.
September
November
February
December
January
DETAILS
Months
March
October
August
June
April
May
July
Packaging
PRODUCT
Design
Size
Discount
PRICE
Allowances
Seasonal
offers
Distribution
PLACE
Transportatio
n
Advertising
Sale
Promotion

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PROMO
Public
Relations
TION
Table 4-Marketing action plan
08) MARKETING BUDGET OF VELVET (DAZLER)
DESCRIPTION AMOUNT
PRODUCT
Packaging Rs. 3.200.000/=
product launch Rs. 1.600.000/=
Varieties Rs. 7.000.000/=
PRICE Rs. 2.200.000/=
Discount
Rs. 3.000.000/=
allowances
Rs. 2.200.000/=
offers
PLACE Rs. 50.000.000/=
Transportation
Rs. 20.000.000/=
coverage
PROMOTIO Rs. 55.000.000/=
Advertisement
N Rs. 4.400.000/=
sales promotion
Rs. 6.400.000/=
direct marketing
Rs. 155.000.000/=
TOTAL
Table 5-Marketing budget plan
09) MARKETING CONTROL OF VELVET (DAZLER)

Controlling marketing is an important part of the marketing business. It is the responsibility of
this function to ensure also that company’s marketing programmers are always focused
towards the marketing objectives. Marketing control is a tool for determining whether or not
the desired goals and outcomes are being achieved.
The Velvet (dazler) product will increase customer loyalty and generate more leads.
However, if my product has a negative result on customers such as poor quality, lead skin
rashes, melting too rapidly, as a result, earning a customer's heart is difficult, but losing a

BM 33
customer's heart is incredibly simple in a matter of seconds. When customers find a product
or service they like, they return, make repeat purchases, and tell others about it. Customers
will continue to promote the creation of high-quality items.
When we are caring to or reacting to customer feedback, a client is surely delighted if he

feels comfortable spreading the excellent luck about your business with his friends or even
of criticizing it. Once we launch our product to the market customer relationship or customer
feedback is so important because if we distribute 100 soaps to customer and if 20 of them
get allergies, we should responsible to not to happen this mistake from our side in the next
time.

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Conclusion
During the report's preparation, I ran into a few problems with the information I needed to
gather for the particular organization and company. It was difficult to identify the problems
and benefits of my soap company since there were so few opinions.
Personally, I struggled to come up with ways to include citations within the specific text. This
is my first time performing an assignment. I'd want to express my heartfelt gratitude to my
friends and lecturers, particularly Mr. Dilan, who supported me in completing thorough
research for this assignment.

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Unit 02 / MARKETING ESSENTIAL

NILAKSHAN RAJASEKARAN / KBM322111 1|Page

03) PESTLE ANALYSIS.........................................................................................................23

NILAKSHAN RAJASEKARAN / KBM322111 2|Page

NILAKSHAN RAJASEKARAN / KBM322111 3|Page

Coca-Cola was developed by a pharmacist

02)COCA-COLA VISION AND MISSION

NILAKSHAN RAJASEKARAN / KBM322111 4|Page

NILAKSHAN RAJASEKARAN / KBM322111 5|Page

NILAKSHAN RAJASEKARAN / KBM322111 6|Page

 APPLETISER - Appletiser is a sparkling non-alcoholic juice with no added sugar or

Figure 6-coca-cola energy

NILAKSHAN RAJASEKARAN / KBM322111 7|Page

NILAKSHAN RAJASEKARAN / KBM322111 8|Page

NILAKSHAN RAJASEKARAN / KBM322111 9|Page

03)Roles and Responsibility of marketing division of Coca Cola

NILAKSHAN RAJASEKARAN / KBM322111 10 | P a g e

04)Structure of the organization

05) Impact of Organizational context of Coca –Cola

NILAKSHAN RAJASEKARAN / KBM322111 11 | P a g e

06)Pestle factors for Coca-Cola

Figure 11-Coca-Cola pestle

NILAKSHAN RAJASEKARAN / KBM322111 12 | P a g e

07) Inter-relationship with marketing and other divisions of Coca-

In that case, Coca-Cola is a beverage manufactured by Coca-Cola and The HR group

NILAKSHAN RAJASEKARAN / KBM322111 13 | P a g e

Marketing department and finance department

Coca-finance Cola's department is in charge of maintaining accounting records. This entails

IT division and marketing division

CRM-Customer Relationship Marketing

Customer relationship management (CRM) is the process of coordinating relationships with

Marketing and operational manufacturing department

Operations management is critical in an enterprise because it aids in the efficient

NILAKSHAN RAJASEKARAN / KBM322111 14 | P a g e

Figure 12-Apple Figure 13-Apple

NILAKSHAN RAJASEKARAN / KBM322111 15 | P a g e

 Public Relations- Media meetings take place.

Table 1-Apple marketing mix

2) MARKETING MIX OF SAMSUNG

Samsung Galaxy S21 Ultra

NILAKSHAN RAJASEKARAN / KBM322111 16 | P a g e

Place Samsung supplies to stores directly. As a result of this approach.

Samsung Galaxy S21 Ultra

NILAKSHAN RAJASEKARAN / KBM322111 17 | P a g e

Samsung Galaxy S21 Ultra

 Sales Promotion - There are shopping offers which gives discount

 Public Relations- Media meetings take place.

 Direct marketing - Samsung Galaxy S21 Ultra sell their goods

Table 2-Samsung marketing mix

SIMILARITIES OF APPLE AND SAMSUNG

DIFFERENCES OF APPLE AND SAMSUNG

Latest tactics used by Samsung

NILAKSHAN RAJASEKARAN / KBM322111 18 | P a g e

Latest tactics used by Apple

 Figure out exactly how to appeal to customers.

NILAKSHAN RAJASEKARAN / KBM322111 19 | P a g e

 Luxurious, prestigious , addictive

To continue making purposeful, high-quality, eco-friendly goods.

02) MARKETING PLAN

NILAKSHAN RAJASEKARAN / KBM322111 20 | P a g e

 Herbal Plantations with a long and successful history

 Having a high level of confidence in the brand name and reputation