In this assignment Im hoping to explain the importance of marketing concept for a business in the 21st century. The marketing concept is the fundamental belief that you will reach goals and business objectives by meeting, or exceeding, consumer needs better than the competition. I will Describe the theory behind the marketing concept and then relate to a modern business. For the purpose of this report, I chose to use Coca Cola as my company. It is my intention to explain how to use the marketing concept and how successful they are in doing it.
Description of the marketing concept
It Is a fundamental idea of marketing organizations that survive and thrive through the needs and wants of customers. This important perspective is commonly known as the marketing concept. The concept of marketing is about business skills corresponding with the customer wants. This matching process takes place in what is called the marketing environment.
Companies do not undertake marketing activities alone. They face threats from competitors and changes in the political, economic, social and technological environments. All such factors should be taken into account as a business tries to match the capabilities with the needs and wants of it's target consumers.
An organization that adopts the concept of marketing takes the needs of potential customers as a basis for it. Success is dependent on satisfying the customer's needs. Making customers ' needs the base for operations of it means you have adopted a marketing orientation.
The marketing orientation is perhaps the most common used in contemporary marketing. It is a company based mainly in marketing plans around the concept of marketing and thus provide products to new consumer tastes. For example, a company would use market research to gauge consumer desires, use R & D (research and development) to develop a product attuned to the information revealed and then use promotion techniques to ensure people know that the product exists.
Using the marketing concept, the starting point is always the consumer. The rationale for this approach is that there is no reason to spend the funds R & D, developing products that people will not buy. Witness the story of many products that were commercial failures though technological innovations. An example of this might be the laserdisc, audio/minidisc.
There are very few orgnisations wealth or size with the power to be able to develop products blindly without being sure that they are products that the consumer wants or needs. There are few who, by virtue of their size and power, actually create a need, giving consumers something they didn't know they wanted, the greatest examples of this is ground breaking organizations such as apple or Microsoft.
The second phase of the marketing concept is an integrated effort. The only way in which an organization can truly meet customer needs is to have everybody in the business working for the same goal. Making the consumer takes the focus and then ensure that all team members are working in that direction, the Organization will begin to reach their goals much faster and easier.
The introduction of COCA COLA
Coca-Cola was invented in May 1886 in Atlanta, Georgia, to a pharmacist known as John Pemberton. The product, a mix of liquid caramel after testing and sampling, he realized he made a sort of unique beverage. His bookkeeper Frank Robinson named the drink like coca cola as well as inscribing the trademark Coca-Cola writing that is still the same today. (Thecoca-colacompany.com, 2011)
The most popular products of Coca-Cola are Coca-Cola, Fanta and spirit among many others that we have developed and acquired over the years and are now in more than 200 countries. Together with the bottling company, Coca-Cola top 10 employers with more than 700,000 employees. (thecoca-colacompany.com, 2011)
Coca-Cola is the world's strongest system with over $ 105b system revenue, more than $ 20 million in operating cash flow. (thecoca-colacompany.com, 2012)
Coca Cola is in partnership with other companies especially in the world instead of bottlers have their own bottling operation. Coca Cola provides them with the syrup bottlers with the right to its name. This contributes to their power to profit. Kuiper belt and Vikalpa, 2010
The Coca-Cola Company is the world's largest beverage company in the world and is the leading producer and marketer of soft drinks. The company markets four of the world's five drinks brands: Coca-Cola, Diet Coke, Fanta and Sprite.
The success of Coca-Cola Company revolves around five main factors:
1. a unique brand and recognized-Coca-Cola is one of the most recognized brands in the world
2. quality-constantly offering consumers high quality products
3. Marketing-offering creative and innovative marketing programmes worldwide
4. global Availability-Coca-Cola products are bottled and distributed worldwide
5. ongoing Innovation-continually providing consumers with new product offerings such as Diet Coke (1982), Coca-Cola Vanilla (2002).
The illustration shows the worldwide distribution of sales of Coca-Cola products by quantity in 2003. Although Coca-Cola is a global product with universal appeal, the company operates actually in local environments around the world, with each country having its own unique needs and requirements.
So while Coke is probably the only product in the world that is universally relevant in every corner of the globe, feels that the company's responsibility is to ensure that each can or bottle of Coca-Cola sold and enjoyed, individual connections are made with consumers. That can only be achieved at the local level.
Facing challenge the Coca-Cola company today is therefore to continue to build an organizational structure which will deliver a global strategy and local.
Customer Orientation - the marketing mix
The company has the widest portfolio in industry including 3300 beverages products. Drinks are divided into categories diet, 100% fruit juices, fruit drinks, energy drinks, water, tea and coffee, etc. As for data from Nielson, coke is the No. 1 brand in carbonated soft drinks, juices and water packed retail in 2010. Coca cola has its presence on the market about 200 countries. Coca-Cola brands in India are Maaza, Limca, sprite, Fanta, Thums up, Minute Maid, Nimbu Nested fresh iced tea, etc.
due to the availability of a wide range of products the price is made according to the market and geographical segment. Each sub-brand of Coca-Cola has several prezzistrategia. Their pricing strategy is based on the price competitors, Pepsi is the direct competitor to Coca-Cola. Beverage market is said to be an oligopoly market (a few sellers and buyers of large dimensions), then form into contract designed to ensure a balance in the reciprocal price between sellers.
Coca-Cola is the most preferred brand in the world and is available worldwide. The distribution system of coca cola follows the pattern of distribution of consumer goods. Effective distribution network of Coke has eroded almost as small and medium players in market levels. In India they have caught even the rural market of wide distribution and have eroded the market share of Bovonto, Kalimark etc.
Coca-Cola adopts various advertising and promotional strategies to create an increased demand in the market to be associated with the lifestyle and behavior and advertising targeting mainly of value based. You are more likely to see an ad for coke individualized for a party or with a positive message. Coca cola uses the RSI as their marketing tool to get emotional benefits in the minds of consumers. Ongoing promotions through the CSR include "support my school" campaign with NDTV. Has many brand ambassadors for shahrukh khan, Hrithik Roshan, etc. it Provides price discounts and bonuses to distributors and resellers in order to push more products in the market. Employs both push strategy through promotions and pull strategy through advertising campaigns.
The goal of the Coca-Cola Company
is to be the world's leading supplier of branded beverages solutions, to provide a consistent and profitable growth and to have the highest quality of products and processes.
To achieve this, the company has established six strategic priorities and has built these in every aspect of its activity:
1. fizzy drinks Accelerate growth, led by Coca-Cola
2. Broaden the range of products, where appropriate, for example water, bottled tea, coffee, juices, energy drinks
3. system Grow Profitability & ability along with bottlers
4. Creatively serve customers (e.g. resellers) to build their businesses
5. Invest intelligently in market growth
6. Drive efficiency & cost effectiveness using technology and large-scale production cost control enabling our people achieve extraordinary results every day.
employees provide the engine that drives the company's growth. It is the responsibility of the staff to give customers a better service. Organizing people in teams (e.g. marketing, sales or product teams) encourages people to feel valued. Within a team are encouraged to contribute ideas and being innovative. If you feel that something could be done better are encouraged to express those views.
With the creation of an innovative culture, friendly, Coca-Cola Great Britain is able to depend on a high-quality workforce that helps maintain brand leadership in Britain and every other market in which it operates. Trust is at the heart of any relationship, be it:
So it is the staff's responsibility to give their customers a better and quality service.
Commercials for Coca-Cola is fundamentally based on the young generation. It is the target market of Coca-Cola because they want to represent Coke with youth and energy, also the older generation are their co-target market.
The customer is the most important aspect of any business that the decision to purchase that eventually leads to a business profit. According to Jobber 2010, changing customer tastes, lifestyles, motivation and expectations need to be monitored. So a good understanding of the customers of a company will determine their position in the market. As a company, Coca-Cola has his client market to be predominantly young (adolescent) and who enjoys a refreshing drink.
Distributors include someone in the business of passing the products to end users ranging from wholesalers who breaks the mass to the seller via (retailer) that sells to consumers. On the other hand, vendors are companies who depend on coca cola to acquire their raw materials.
Competitors are companies offering similar products with another company. In the case of Coca cola, the main competitor is Pepsi-cola. Each brand competiting strives to have an advantage over their competition for market share, promotion, quality, technology, innovation etc. With these, they position their products and services in the minds of consumers. Coca-cola's position is that of a market leader with portfolio with $ 15b brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitamin water, Powerade, Minute Maid and Georgia just Del Valle. Worldwide, the number one supplier etc. of carbonated drinks, ready-to-drink coffee and juices and juice drinks. (thecoca-colacompany.com, 2012)
Rules and regulation that comes as a result of new Government policies may change or be an opportunity or a threat to society. The political and regulatory environment covers the forces controlled by local governments, national and European authorities, or other commercial activities oriented regulators. (Brassington & Pettitt, 2007, 38 pp) With the trend and the increase of obesity, pressure groups have been mounting pressure for companies in the beverage industry to reduce the amount of sugar content in their products and also to show nutritional content.
Economic forces affect the ability of consumers to purchase products from a manufacturer and therefore interfere with sales and profitability of the company. Some of these forces are inflation, redundandancy; interest rates etc these critical impact forces on the success of the company through supply and demand. (Fordes, et al., 2009) says that Coca-Cola has introduced a new way to get the most from insight and limit the cost in a time of belt tensioner using SPAN (segmentation of people, attitudes and needs)
Certain forces affect the value of the company, way of life, thought and preferences and then have an effect on their purchase behavior. These forces are known are cultural and social forces. Jobber (2010, pp. 86) States that "the key socio-cultural forces that have implications for marketing are the changes in the demographic profile of the population, cultural differences within and between Nations and the influences of consumerism".
1) Increase in production technology
Using latest technology company could able to enhance productivity. The process of using less human capital Coca Cola minimize recurring cost relating to the human capital.
2) Usage technology in bottling and distribution
Coca Cola use vender machines and various kinds of bottles and that can make more convenience to the consumers. This will enhance the demand.
For a company like Coca-Cola it is really important to adopt a marketing concept.
brands, particularly Coca-Cola which is the key to fulfilling our ultimate obligation to provide consistently attractive returns to owners of our business.
The marketing concept also requires that the company's strategic decisions are taken by keeping the customer in mind. Especially the desires and needs of customers requests. A holistic approach is taken with the entire orgnization trying to make the customer experience better. Applying the concept of marketing also means to know what the market needs and expects from the company as a result of which the companies implementing the marketing concept need to conduct more market research.
The marketing concept is more ideology followed by top companies. This is because, with the growth of the economy, consumers have become more informed and demanding as a result of which the Organization cannot focus on what sells, but rather has to focus on what the customer wants to buy.
As we are ultimately customer satisfaction, even the marketing concept requires the Organization to integrate all its various departments to give value to the customer. This means that all departments including Marketing, finance, HR or operations should have an idea of the fundamental objectives of the company, as well as the goal of the company.