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Chapter 1: Introduction

1.1 Title

“To identify different techniques which can be used by marketing managers for promoting an existing product within a different region: A case study on Coca-Cola”.

1.2 Introduction

Each and every organization needs to adopt appropriate strategy to expand its business at national and international level. There are number of strategies which can be used by organization for introducing new and existing product in present and new market. The current research study is based on determining appropriate strategy which can be used by marketing manager of an organization for promoting its existing product in different region. The current research has chosen Coca-Cola which is one of the leading organization of United States and provide appropriate contribution in economic development of the nation (O’Guinn, Allen, Semenik and Scheinbaum, 2014). It is operating its business in all over the world and offer long range of products and services to its customers. For attaining research objective the current investigation will follow a very systematic process. This process will comprise literature review, research methodology and data analysis chapters. All these segments of investigation process will help in getting appropriate solution of the research problem.  

1.3 Background

Coco-cola wants to expand its business in different countries. It uses appropriate methods and strategies for business expansion. Recently it has introduced “Minute Maid Pulpy Pear” product in market of China. This product has got planned success in this market now organization wants to launch the same product in Indian market (Yamu, Voigt and Frankhauser, 2014). But, still there are some issues about the marketing strategies of the company for this purpose. There are different tools and techniques of strategic planning such as Ansoff matrix, BCG matrix, Strategic map, Porter’s generic strategies, etc. All these models can be used by different organization for strategic growth of an organization (The Coca-Cola Company, 2016)

1.4 Rational

Number of organizations are facing issue in promoting existing products and service in the new market. Inappropriate strategy leads failure of the strategic implementation in the new market. Due to this reason organization does not get appropriate success in product launch. It is an issue because management of the organization does not analyze each and every strategic option in effective manner. It is an issue now because Coca-Cola has launched number of existing product in new market in past but only few products get planned success. Now it wants to launch Minute Maid Pulpy Pear in India. So, researcher wants to resolve this issue in effective manner and wants to suggest appropriate technique for promoting Minute Maid Pulpy Pear in new market. Regarding this researcher will shed light on number of strategic tools and techniques which are appropriate for this organization.

1.5 Aim and objectives

Aim:

“To identify different techniques which can be used by marketing managers for promoting Minute Maid Pulpy Pear in India: A case study on Coca-Cola”.

Objectives:

  • To identify number of tools and techniques for promoting products and services of Coca-Cola.
  • To critically analyze different strategies for promoting Minute Maid Pulpy Pear product of Coca-Cola in India.  
  • To suggest appropriate techniques which can be used by marketing managers of Coca-Cola for promoting Minute Maid Pulpy Pear in India.  

1.6 Research question

  1. What are the major tools and techniques for promoting products and services of Coca-Cola?
  2. What are the major advantages and disadvantages of different strategies for promoting Minute Maid Pulpy Pear product of Coca-Cola in India?
  3. What is the major way by which marketing managers of Coca-Cola can promote Minute Maid Pulpy Pear in India?  

1.7 Focus and Purpose

As per the research objectives author wants to determine appropriate strategy which can be used by marketing manager for promoting existing product in new market. So, identification of the suitable technique for promoting Minute Maid Pulpy Pear in India is the major purpose of the research. For fulfilling this purpose researcher will focus on different tools and techniques of strategic planning. Along with this, focus will also be given on major advantages and disadvantages of different growth strategies for promoting existing product of Coca-Cola in India. Research will shed light on most appropriate technique which can be applied by marketing manager of the company for the same (Spence, McNaughton and Campbell, 2013).

1.8 Dissertation Structure

The current dissertation will follow a very systematic structure of different chapters which will help in accomplishing the whole investigation in appropriate manner. Structure of the current research is as follows:

  • Chapter 1- Introduction: It is a brief introduction about the research subject, aim and objectives and entire investigation. It will comprise information about the dissertation structure and framework and analysis (Ying and Pheng, 2014).
  • Chapter 2- Literature Review: Historical investigation relevant to the current subject will be included in this chapter, it will help in analyzing past research studies on strategic planning and promotion.
  • Chapter 3- Research Methodology: This chapter will include information about the appropriate methods which will be used by researcher for completing whole investigation in effective manner. It includes appropriate methods of investigation such as research philosophy, approach, design, strategy, data collection methods, etc (Kwakkel, Walker and Marchau, 2012).
  • Chapter 4- Data Analysis: After collecting appropriate facts about strategic planning and promotion of existing product of Coca-Cola researcher will use suitable methods for analyzing all information. This chapter will comprise all findings which can help in making meaningful conclusion for the current investigation.
  • Chapter 5- conclusion and Recommendations: This chapter will include result about appropriate techniques which can be used by marketing manager of Coca-Cola for promoting Minute Maid Pulpy Pear in India (Mydin, 2015).

1.9 Framework and Analysis

Author will use appropriate methods for identifying appropriate techniques for promoting Minute Maid Pulpy Pear in India. Brief discussion of these methods are a