Coca-Cola's Marketing Strategy Assignment

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Added on 2021-06-16

Coca-Cola's Marketing Strategy Assignment

Added on 2021-06-16

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6 MONTHS IMC PROGRAM FOR COCA-COLA

Coca-Cola's Marketing Strategy Assignment_1

Background •Coca-Cola is a established player in beverage industry •Recently company has launched a new brand: Coca-Cola Life •Coca-Cola Life is a drink with low calories (Hamzah & Sutanto, 2016)•The drink does not contain sugar •With this product, Coca-Cola wants to position itself as a option for healthy drinks also (Kuo & Feng, 2013)•Coca-Cola life is a different product that other products in the portfolio of Coca-Cola as it is a healthy drink

Coca-Cola's Marketing Strategy Assignment_2

Introduction •The new drink, ‘Coca-Cola Life’ is not able to penetrate deep in the market as marketing is weak •The brand needs a strong marketing plan (Shaomian & Heere, 2015)•Objective of Coca-Cola Life is to increase awareness & consideration, followed by conversions •The drink, Coca-Cola Life should be at top of the mind of consumers when they any beverage•KPI: Brand Recall (Samaha, et al., 2014)

Coca-Cola's Marketing Strategy Assignment_3

Current Problems Lack of marketing activities Low Brand Recall Low brand awareness Limited penetration of drink •Coca-Cola wants to focus on entire marketing funnel from awareness to conversion as it has problems across different areas for marketing funnel•The awareness is limited as people associated Coca-Cola only with carbonated drinks that are tasty but not healthy •The brand recall for Coca-Cola life is less as people tend to forget about it •The company is not able to penetrate deep with its Coca-Cola Life product

Coca-Cola's Marketing Strategy Assignment_4

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Coca-Cola's Marketing Strategy Assignment