INNOVATIVE MARKETING DESIGN & STRATEGY

Innovative Marketing Design & Strategy

Table of Contents

Introduction3

Discussion3

The Role of Managers In Marketing3

The five forces of Michael Porter4

Rivalry Among Competitor4

Bargaining Power of Suppliers5

Bargaining Power of Consumers5

Threat of New Entrants6

Threat of Substitute Product6

Unique Marketing Designs & Orientation7

Differentiated Positioning7

Share of Voice7

Share of Mind7

Share of Needs7

Share of Heart8

Share of Power8

Share of Market8

Share of Pocket9

Communication in Global Marketing9

Coca-Cola Culture10

Coca-Cola Advertisement Strategy11

Coca-Cola-Zero Campaign12

Conclusion13

Reflective Essay14

References17

Coca-Cola

Introduction

The objective of this report is to demonstrate the significance of marketing design and innovation, and how the techniques are applied by the companies to attain and maintain competitive advantage in their respective industry. The report is based upon the effective marketing design and innovation strategies employed by the Coca-Cola Company in order to escape the crisis in the soft drinks market. This paper is aimed at analysing different strategies, that has been adopted by the company in the present business landscape, in light of five forces of Porter, competitor analysis and product life cycle. Moreover, present study of Coca-Cola is based upon descriptive research and innovative concepts adopted by the company.

Discussion

The Role of Managers In Marketing

Good and effective business managers always seek to learn about the emerging trends in the business landscape in order to identify the needs for their organisation to align themselves with the present business requirements and trends, while expanding their skills, capability, and information to attain and maintain competitive advantage in the international market. The emergence of widespread economy that is also global in scope, along with the impact of customers' opinion, cut-throat competition, and most importantly the companies' urge for expanding their operations globally are some of the factors that have resulted in deriving many previously unknown implications and consequences that need to be thoroughly evaluated in order to develop an understanding of the dynamic international business environment.

Meanwhile, the advent of the internet and electronic means of communication have given a completely new dimension to the way business operations are conducted, creating a greater level of interdependence in the global market.

In today's information-driven era, buyers and sellers can develop contacts with each other and transactions can be made in fraction of time. Moreover, the modern information and communication technologies have increased the interconnections of business organization and state economies. In the present scenario, managers are forced to enhance the organisation's overall productivity and skills set in order to respond to the growing business needs as ignorance of current market trends can potentially result in inflicting considerable damage to the organisation. The decision and policy makers are required to grasp the fundamental concepts of international marketing, and should be familiar with innovative marketing techniques in order to put their respective organisations on the path of success. The managers also need to develop an understanding of the differences these innovative strategies can result while employing them in the domestic market as compared to their implementation in the international market.

The five forces of Michael Porter

Rivalry Among Competitor

In 1980, Michael Porter presented the model of five forces for analysing the competition between ...