Question

What role does marketing play in the overall strategic planning process? In your post, discuss a company that you think has mastered the marketing process and also mention a company that you think needs much improvement in marketing products or services. How do you think that social media has changed marketing concepts over the past five years for these companies?

Answer 1

A company that I think has mastered the marketing process is Coca-Cola. With the catchy taglines, global campaign of “one-brand strategy”, for all its variants like Coke Life, Diet Coke, Coke Zero and the most popular Coca-Cola. It dominates the market by its brand name, market leadership, customer’s acceptance, innovative and creative advertisements, product availability in the market, and finally most important is affordability starting from 10 INR for 200ml till 100 INR for 2 liters. Availability of all sizes makes it more popular among customers.

A company which needs much improvement in marketing products or services is Virgin Mobile in India, it lost the market as it had very few advertisements and billboards. The venture went in a loss with Tata Docomo even though it was 7th largest global launch for the UK based Virgin Mobile. It had a lot of controversies and the advertisements were not that convincing and usage of the word “virgin”, the acceptance in the Indian market was very less. Indian people are culture-specific and they thought the usage of the word is shameful.