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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 as follows:

  • Research philosophy: For the current investigation researcher will use positivism research philosophy because it focuses on the objective of the research rather than subjectivity of the topic.
  • Research approach: Author will use deductive research approach because author will apply appropriate hypothesis testing for checking the appropriateness of the past findings for the current study. It will not develop a new theory it will analyze number of theories and then get appropriate findings for the current investigation (Agarwal, Grassl and Pahl, 2012).
  • Research design: Descriptive research design will be used by researcher for conducting current investigation. It will be used by researcher because author needs to do survey of managers of Coca-Cola and descriptive is one of the best design for conducting survey.
  • Research strategy: The current investigation will use combine strategy of qualitative and quantitative. Qualitative research strategy will be used by researcher for understanding subjective concepts of number of strategic planning tools. On the other hand quantitative techniques will be applied for determining one of the suitable method for promoting Minute Maid Pulpy Pear in India.
  • Data collection methods: Primary and secondary data collection methods will be used for collecting new and historical information about the current subject. Collection of data will help in resolving research issue in more appropriate manner.
  • Sampling: For primary data collection researcher will use survey methodology and regarding this researcher needs to select an appropriate sample of managers of management team of Coca-Cola. Regarding this researcher will use random number sampling method because it provides equal chance to each member of research population to select in sample (Kaur, 2014).
  • Data analysis: Current investigation will use thematic and statistical analysis methods for examining collected facts and figures. Thematic analysis will be used by researcher for examining qualitative information and statistical analysis will be applied for examining numerical information about the research subject.

1.10 Significance of the research

Accomplishment of the current investigation will be very significant for number of research scholars who wants to conduct investigation on similar subject of promotion. Along with this, it will be also beneficial for management of Coca-Cola because they can use the suggested strategies for pro0motijng Minute Maid Pulpy Pear in India. Along with this, it increase the future scope of the investigation on growth strategies and promotion strategies. Including this, current study is significant for organizations of other industries also if they want to promote their existing product in new market (Spence, McNaughton and Campbell, 2013).

Chapter 2:  Literature Review

2.1 Introduction

Promotion of products and services is very important for each and every organization. It helps in increasing awareness of customers which leads augmentation in total sales of the organization. But it is very difficult to identify appropriate strategy of promotion for specific product of the company (Peeters, Clements and Gilmore, 2012). Major aim of the current investigation is determining different techniques which can be used by marketing managers of Coca-Cola for promoting Minute Maid Pulpy Pear in India. The current chapter focuses on historical investigation on similar subjects which have conducted by different researcher in past. Therefore, literature review will comprise historical studies relevant to promotion, tools and techniques of promotion, different strategies which can be used by organizations and their impact on companies (Ngai, Peng, Alexander and Moon, 2014). Historical articles of these subjects will help in selecting one specific strategy of promotion for Minute Maid Pulpy Pear in India.

2.2 Promotion

Turco, 2015 has concluded that “Promotion can be defined as set of activities which help in communicating product, brand and services to users” (Turco, 2015). Similarly, Cosentino and Baker, 2015 has stated that “Promotion can be defined as an idea which helps in increasing awareness of customers about products of the organization” (Cosentino and Baker, 2015). Moreover, Goodall and Ashworth, 2013 has concluded that “Promotion of products and services helps in attracting customers to buy product of the company in preference of others” (Goodall and Ashworth, 2013). As per all these statements, it very important for an organization pot promote its existing and new product for launching local and international markets. Including this, Andrade, Hastings and Angus, 2013 has said that “Promotion is beneficial for advertising and marketing of products and services and developing strong brand position in market” (Andrade, Hastings and Angus, 2013). There are different tools and techniques which can be used by organizations for promoting their products. McMackin, Dean, Woodside and McKinley, 2013 has determined different techniques of promotion for organization, such as advertisement, press release, customer promotion, trade discount, sales promotion, etc (McMackin, Dean, Woodside and McKinley, 2013). but, each and every organization needs to select appropriate techniques of promotion as per the characteristics of products and services.

O’Guinn, Allen, Semenikn and Scheinbaum, 2014 has asserted that “Technology is changing day by day which is affecting each and every department of the organization so, it has direct impact on marketing and promotion activities of the firm” (O’Guinn, Allen, Semenikn and Scheinbaum, 2014). There are different techniques and methods in which organization needs to sue latest technologies for promoting their brand for example, digital marketing. Kwakkel, Walker and Marchau, 2012 has concluded that “Technological promotion methods requires skills and knowledge as well as huge amount of investment, etc” (Kwakkel, Walker and Marchau, 2012). As per this investment for effective promotion organization needs to select appropriate techniques else it will affect individual as well as financial performance of the whole organization. So, before selecting any techniques organization needs to focus on all advantages and disadvantages of that particle methods for whole organization and product. Spence, McNaughton and Campbell, 2013 has stated that “promotion of product is important for increasing brand awareness and providing information of product to customers” (Spence, McNaughton and Campbell, 2013). Likewise, Yamu, Voigt and Frankhauser, 2014 has concluded that “promotional methods play significant role in increasing customer’s traffic and building sales and profitability for organization” (Yamu, Voigt and Frankhauser, 2014). But on the other hand, Wilcox, 2012 has provided contradict views on promotion which have described that “Promotion increases the cost of organization because of the huge investment in technology” (Wilcox, 2012). As well as, Ying and Pheng, 2014 has concluded that “promotion increases the requirements if skilled and experience employees which also augment the total cost of the company” (Ying and Pheng, 2014).

2.3 Tools and techniques for promotion

Oteino, Culhane and Dowling, 2013 has concluded that “Promotion is one of the important task for marketing department of an organization, so, company needs to use appropriate tool for the same” (Oteino, Culhane and Dowling, 2013). Agarwal, Grassl and Pahl, 2012 has stated that “Marketing mix or 4Ps are considered as important tools of promotion” (Agarwal, Grassl and Pahl, 2012). According to this statement, organization can develop promotional strategies using marketing mix model. This tool helps in selecting suitable strategies for new and existing products and services in local and global market.

Marketing Mix Model:

Henriksen, 2012 has stated that “Marketing mix can be defined as a set of controllable, tactical marketing tool which can be used by an organization to produce a desired response from its target customers” (Henriksen, 2012). As per this statement, marketing mix plays important role in improving marketing and advertisement of an organization as well as also beneficial for increasing the customer’s response towards products and services of the firm (Mydin, 2015).

Marketing Mix; Case study on Coca Cola

Figure 1: Marketing Mix

Huang, 2013 has stated that “Marketing mix include number of strategies which can influence the demand of products and services of the firm” (Huang, 2013). Along with this, Strategies to Promote Growth, 2016 has asserted that “It is a tool for developing a marketing plan and executing it in effective manner” (Strategies to Promote Growth, 2016). In contrast, Kaur, 2014 has concluded that “Most of the organizations use marketing mix for defining overall direction and goals for marketing of products and services of the firm” (Kaur, 2014). Overall, marketing mix can be used by organizations for developing marketing plan and introducing most appropriate strategies for promoting products and services in new and existing target market (Yamu, Voigt and Frankhauser, 2014).  

Spence, McNaughton and Campbell, 2013 has found that “Product, price, place and promotion are major attributes of marketing mix which helps in developing marketing strategies of an organization” (Spence, McNaughton and Campbell, 2013). Similarly, Cosentino and Baker, 2015 has concluded that “Using these attributes organizations can turn their strategy into reality in their marketing plan” (Cosentino and Baker, 2015). Overall, marketing mix plays import at role in setting marketing objectives, identifying tactics to reach target market. Along with this, it is also beneficial for meeting and satisfying needs of customers by offering appropriate products and services (McMackin, Dean, Woodside and McKinley, 2013). Marketing mix of products and services of an organization include the following elements:

  • Product: Henriksen, 2012 has stated that “organization should focus on needs and requirements of customers because it helps in providing appropriate product which actually customer wants” (Henriksen, 2012). Along with this, Ying and Pheng, 2014 has stated that “at the time of developing products and services organization needs to add only those features which actually require for satisfying needs of customers” (Ying and Pheng, 2014). Including this, at the time of promotion company needs to focus on packaging, size, color and looks of products and services. Along with this for attracting large number of customer organizations needs to differentiate their products and services from existing competitors, etc (Oteino, Culhane and Dowling, 2013).  As per the above discussion, every organization needs to focus on standardization of product.
  • Price: Ngai, Peng, Alexander and Moon, 2014 has concluded that “price of the product affect the total sales of the organization so, organization needs to decide price on the basis of the value of product for customers” (Ngai, Peng, Alexander and Moon, 2014). Before deciding price of the product company needs to assess that whether target customers are price sensitive or not. Andrade, Hastings and Angus, 2013 has concluded that “Price is important factor for developing promotional strategy because on the basis of price organization can decide trade discount for their customers” (Andrade, Hastings and Angus, 2013). For attracting large number of customers, every company needs to compare their pricing policy with competitors. Overall price is one of the important attribute for developing marketing and promotion strategy of an organization (Marketing - Promotion Strategy, 2016).
  • Place: Goodall and Ashworth, 2013 has concluded that “If any organization wants to launch its new or existing product than organization needs to focus on appropriate strategy for selecting place” (Goodall and Ashworth, 2013). As per this statement company needs to select that particular market where buyers look for their products and services and capable enough to buy. Along with this, distribution strategy is also important section which can affect the image of the organization in customer’s mind. Overall, selection of market is also important for marketing of products and services (Top Ten Promotional Strategies,2016).
  • Promotion: Wilcox, 2012 has concluded that “organization needs to focus on appropriate tool of promotion which can help in reaching target customers in appropriate manner” (Wilcox, 2012). Peeters, Clements and Gilmore, 2012 has concluded that “Time of promotion also affect the awareness of customers about products and services” (Peeters, Clements and Gilmore, 2012). Including this, organization needs to focus on competitor’s strategy of promotion. Appropriate tool of promotion will help in attracting customers and raising the sales revenue of the organization.

Overall, marketing mix is one of the important tool for developing strategy of promotion for products and services of an organization (O’Guinn, Allen, Semenikn and Scheinbaum, 2014). So, any organization which wants to launch its existing product in new international market needs to focus on all attributes of marketing mix.  

2.4 Critical evaluation of different Promotional strategies

Kwakkel, Walker and Marchau, 2012 has concluded that “Product promotion is one of the important requirement for launching any existing product or brand in front of the public and attracting new customers” (Kwakkel, Walker and Marchau, 2012). As per this statement organization needs to select appropriate promotional strategy for launching products and services in international market. Turco, 2015 has stated that “There are numerous way to promote products and most of the companies use more than one way for the purpose of marketing” (Turco, 2015). Huang, 2013 has concluded that “Promotional mix is important tool for introducing promotional strategies for launching any product” (Huang, 2013). It includes different strategies such as advertisement, sales promotion, direct marketing and public relations, etc.

 Promotional Mix: Case study on Coca Cola

Figure 2: Promotional mix

Following promotional strategies can be used by an organization at the time of promoting existing product in new international market:

  • Advertisement: Mydin, 2015 has concluded that “Advertising is defined as a paid form of communication or promotion for product, service and idea” (Mydin, 2015). Each and every organization uses advertisement strategy as per the needs and requirements and marketing budget of the company. Agarwal, Grassl and Pahl, 2012 has stated that “Advertisement decisions are based on Mission, money, messages, media and measurement” (Agarwal, Grassl and Pahl, 2012). Along with this, Kaur, 2014 has asserted that “there are different tools and techniques of advertisement such as television, printing, paper ad, posters, etc” (Kaur, 2014). It is an important strategy of promotion for increasing awareness of customer’s mind about products and services of the firm. But on the other hand, Cosentino and Baker, 2015 has concluded that “Advertisement can raise the total marketing cost of the organization which may affect the overall financial position of the company” (Cosentino and Baker, 2015). So, organization needs to focus on cost and return of advertisement. As per this statement, organizations can use different types of advertisement for promoting their brand in new international market.
  • Sales promotion: Andrade, Hastings and Angus, 2013 has concluded that “Sales promotion can be defined as an incentive tool used to increase the short term sales of the organization” (Andrade, Hastings and Angus, 2013). Ngai, Peng, Alexander and Moon, 2014 has stated that “Same of products, discount, lottery, coupon, free trial and demonstration are important techniques of sales promotion” (Ngai, Peng, Alexander and Moon, 2014). In contrast, McMackin, Dean, Woodside and McKinley, 2013 has stated that “Different types of trade incentives such as price off, free goods, allowance are also important methods of sales promotion” (McMackin, Dean, Woodside and McKinley, 2013). All these methods helps in grabbing attraction of customers in easy manner. Along with this, increment in sales revenue and total number of customers are also major advantages of sales promotion. So, it is also one of the best method of promotion. But, these methods of sales promotion can create a question mark on customer’s mind about the quality of products and services also (Goodall and Ashworth, 2013). Therefore, it can harm the goodwill of the organization. So, organization needs to focus on appropriate selection of sales promotion methods.
  • Direct marketing: Kwakkel, Walker and Marchau, 2012 has concluded that “direct marketing can be defined as communication which can be developed by organization using direct channel” (Kwakkel, Walker and Marchau, 2012). Oteino, Culhane and Dowling, 2013 has asserted that “Internet is playing a tremendous role in direct marketing of products and services” (Oteino, Culhane and Dowling, 2013). Along with this, face to face marketing, direct mail, catalog marketing, telemarketing, TV and kiosks are also included in media for direct marketing. Direct marketing is one of the major source of reducing marketing and promotion cost of an organization. So, organizations can direct marketing strategies for promoting their products and services in new market (Mydin, 2015).
  • Public relations: Yamu, Voigt and Frankhauser, 2014 has asserted that “Public relation is required for developing strong relationship with customers, employees and different stakeholders of an organization” (Yamu, Voigt and Frankhauser, 2014). Turco, 2015 has stated that “there are different methods for developing public relations such as press releases, product publicity and other public relations activities, etc” (Turco, 2015). All these methods will be beneficial for developing effective relations with stakeholders of the organization as well as augment the level of awareness also. Therefore, it is also considered as important tool of promotion.

There are different other promotional strategies also which may affect the overall promotion of products and services. Market penetration is also one of the important strategy which helps in attracting customers at the time of launching products and services in international market (Ying and Pheng, 2014). As per this strategy, at the time of launching organization needs to charge low price for products and services because it will help in attracting customers and increasing sales of the firm. Therefore, all the above discussed strategies help different organizations in promoting their products and services in global market (Marketing Promotional Tools, 2016).

Henriksen, 2012 has concluded that “Promotion strategies are beneficial for increasing brand awareness of products and services in customer’s mind” (Henriksen, 2012). Along with this, Wilcox, 2012 has stated that “Promotion activities of the company attracts number of customers which plays important role in raising sales of the organization” (Wilcox, 2012). Likewise, Kaur, 2014 has stated that “promotional tools and strategies help in providing all necessary information to customers about features of products and services” (Kaur, 2014). In addition, Peeters, Clements and Gilmore, 2012 has said that “Increment in customer traffic is also one of the major advantage of Promotional tools and strategies” (Peeters, Clements and Gilmore, 2012). Overall, organization promotional program helps in raising sales and profitability of the firm. But, all these promotional programs require huge amount of investment in marketing and advertisement which may affect sales and financial performance of the firm in negative manner. Along with this, for managing promotion organization needs to hire personnel with skills and knowledge of marketing. It will raise human resource budget of the company (Huang, 2013). So, promotional strategy helps in increasing awareness of customers about products and services of the firm.  

2.5 Research gap

Review of literature has concluded that past researchers have conducted research studies of promotional tools and strategies. These investigations were based on different organizations of retail, hospitality and other industry. No, one have accomplished research on Coca-Cola and its products and services. Along with this, literature has included information about the promotion of existing and new products and services in national market. But, no even a single study focuses on the project about launch of existing product in new international market. So, researcher has decided to conduct investigation on promotional strategy for promoting Minute Maid Pulpy Pear product of Coca-Cola in India.   

References

  • Agarwal, R., Grassl, W. and Pahl, J., 2012. Meta-SWOT: introducing a new strategic planning tool. Journal of Business Strategy. 33(2). pp.12-21.
  • Andrade, M., Hastings, G. and Angus, K., 2013. Promotion of electronic cigarettes: tobacco marketing reinvented?. Bmj. 347. p.f7473.
  • Cosentino, T. D. and Baker, G. A., 2015. Organic Producers Perspectives on California State Mandated Marketing Programs and Implications for a Federal Organic Promotion Order. International Food and Agribusiness Management Review. 18(4). p.1.
  • Goodall, B. and Ashworth, G. eds., 2013. Marketing in the Tourism Industry (RLE Tourism): The Promotion of Destination Regions. Routledge.
  • Henriksen, L., 2012. Comprehensive tobacco marketing restrictions: promotion, packaging, price and place. Tobacco control. 21(2). pp.147-153.
  • Huang, J., 2013, November. Marketing and promotion of electronic cigarettes on twitter. In 141st APHA Annual Meeting (November 2-November 6, 2013). APHA.
  • Kaur, S., 2014. Social Marketing in India and Its Impact. Asian Journal of Multidisciplinary Studies. 2(8). pp.450-455.
  • Kwakkel, J.H., Walker, W.E. and Marchau, V.A.W.J., 2012. Assessing the efficacy of adaptive airport strategic planning: results from computational experiments. Environment and Planning B: Planning and Design. 39(3). pp.533-550.
  • McMackin, E., Dean, M., Woodside, J. V. and McKinley, M. C., 2013. Whole grains and health: attitudes to whole grains against a prevailing background of increased marketing and promotion. Public health nutrition. 16(04). pp.743-751.
  • Mydin, M.O., 2015. Journal of Industrial Engineering Research. Journal of Industrial Engineering Research. 1(4). pp.17-22.
  • Ngai, E. W. T., Peng, S., Alexander, P. and Moon, K. K., 2014. Decision support and intelligent systems in the textile and apparel supply chain: An academic review of research articles. Expert Systems with Applications. 41(1). pp.81-91.
  • O’Guinn, T., Allen, C., Semenik, R. and Scheinbaum, A.C., 2014. Advertising and integrated brand promotion. Nelson Education.
  • Oteino, N., Culhane, J.O.H.N. and Dowling, D.N., 2013. Screening of large collections of plant associated bacteria for effective plant growth promotion and colonisation. Association of Applied Biologists (AAB) Conference. 18(6). pp.13-18.
  • Peeters, S., Clements, A. and Gilmore, A. B., 2012. How the Internet undermines EU tobacco control legislation: online snus marketing and promotion. In World Conference Tobacco or Health (WCTOH). University of Bath.
  • Spence, A.C., McNaughton, S.A. and Campbell, K.J., 2013. A health promotion intervention can affect diet quality in early childhood. The Journal of nutrition.143(10). pp.1672-1678.
  • Turco, D. M., 2015. The influence of sponsorship on product recall and image among sport spectators. In Proceedings of the 1995 World Marketing Congress (pp. 8-12). Springer International Publishing.
  • Wilcox, B., 2012. Current Trends in the Marketing and Promotion of Movies Using Social Media.
  • Yamu, C., Voigt, A. and Frankhauser, P., 2014. Digital methods and techniques in the context of strategic planning. The Routledge Handbook of Planning Research Methods. 12(2). pp.348.
  • Ying, Z. and Pheng, L.S., 2014. Research Methodolgy. In Project Communication Management in Complex Environments. Springer Singapore.

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