Coca-Cola Hellenic Bottling Company

Running head: MARKETING
MARKETING
Name of the Student
Name of the University
Author Note

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Executive Summary
The main aim of this report will be to create an advertising and sales promotion plan of
the organization of Coca-Cola Hellenic Bottling Company, which is based in Switzerland.
In other words, a marketing communication plan need to be prepared in this paper,
which will only focus on advertising and sales promotion of their new health drink which
they are going to launch in the market place of the whole Europe. The objectives and the
strategic objectives of the organization will be discussed along with the identification of
the target audience, to whom the health drink will be sold. Detailed evaluation and
analysis of the promotional mix, or the advertising and sales promotion will support the
proposed advertising strategy, which will involve message, message appeal, media mix,
coverage, broadcast media, print media, support media, master plan. Apart from this,
sales and trade promotion and techniques of sales promotion to be used. A brief
conclusion will end this report, where an overall summary of the discussion will be given.

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Table of Contents
Introduction....................................................................................................................... 3
About the Organization...................................................................................................... 3
Objectives and Strategic Decisions....................................................................................4
Identification of Target Audience.......................................................................................5
Market Segmentation, Targeting and Positioning...........................................................5
Segmentation.............................................................................................................. 5
Targeting..................................................................................................................... 5
Positioning................................................................................................................... 5
Analysis of the Promotional Mix.........................................................................................6
Message.......................................................................................................................... 6
Message Appeal.............................................................................................................. 6
Media Mix....................................................................................................................... 6
Coverage........................................................................................................................ 7
Broadcast Media............................................................................................................. 7
Print Media...................................................................................................................... 8
Support Media................................................................................................................. 8
Master Plan..................................................................................................................... 9
Sales Promotion................................................................................................................. 9
Techniques to be used.................................................................................................... 9
Conclusion....................................................................................................................... 10
References....................................................................................................................... 11

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Introduction
The aim of this paper will be to create an advertising and sales promotion plan of
the organization of Coca-Cola Hellenic Bottling Company, which is based in Switzerland.
In other words, a marketing communication plan need to be prepared in this paper,
which will only focus on advertising and sales promotion of their new health drink which
they are going to launch in the market place of the whole Europe. The objectives and the
strategic objectives of the organization will be discussed along with the identification of
the target audience, to whom the health drink will be sold. Detailed evaluation or
analysis of the promotional mix, or the advertising and sales promotion will support the
proposed advertising strategy, which will involve message, message appeal, media mix,
coverage, broadcast media, print media, support media, master plan. Apart from this,
sales and trade promotion and techniques of sales promotion to be used. A brief
conclusion will end this report, where an overall summary of the discussion will be given.

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About the Organization
The organization of Coca-Cola Hellenic Bottling Company, or Coca-Cola HBC can
be treated as the third-largest anchor bottler of this organization around the world in
terms of volume. Headquarter of is business house is located in Zug, Switzerland, and
was founded in the year of 1969. The name of the company was changed from Hellenic
Bottling Company to Coca-Cola Hellenic Bottling Company to Coca-Cola Hellenic Bottling
Company AG at present. More than 31,000 employees di work in this organization, who
are planning to launch their new health drink in the market place of Europe. It can be
stated in this context that people are becoming more health conscious nowadays and
they are shifting towards heath drink that will help them to keep healthy as well as fit.
The calorie content for these deinks are also les, and all these opportunities has been
identified by the management of this organization of Coca-Cola Hellenic Bottling
Company to identify the customers and target them with efficient and proper strategies
that will help them to penetrate into the market of health drinks in the region of Europe
and earn a market share for them along with starting to earn profit from the identified
market places (Coca-colahellenic.com 2019).
Objectives and Strategic Decisions
As already discussed, the management has identified the market opportunities for
launching of their health drinks in the region of Europe and want to penetrate in the
market health drinks. In order to launch their new health drink, the management need to
set up the strategies along with the business objectives. The three main strategic
objectives that need to be followed by the management of this organization are
minimizing the overall impact on the business environment where they are performing
their business, promotion of the health and wellness of the health drink that they are
going to launch in the market place of Europe and giving back to communities what they
will earn from this market place. Overall, a sustainable approach needs to be followed by
the management in the European market, which will help them to gain a sustainable
competitive advantage against other players that bare present in the market place
(Karanikolos et al 2013).

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The strategic decision also need to be efficiently structured, so that the decisions
towards launching the health drink in the market place of Europe. Exact needs and
requirement of the people or the prospects need to be identified properly so that the
product can be manufactured accordingly and launch in the European market place. The
trust which the organization already possess need to be utilized in this case and they
should be the primary target for the organization of Coca-Cola Hellenic Bottling
Company. The right product, if offered, will help to attract new people from this vast
health drink market of Europe along with retaining the old customers as well (Bucher and
Siegrist 2015). The preference of the customers need to be evaluated properly so that
the exact health drink can be launched and offered to the health conscious people and
increase their market share along with increasing the revenue earning for the company.
Identification of Target Audience
Market Segmentation, Targeting and Positioning
Segmentation
In this context, it can be said that a mix of demographic, psychographic and
geographic segmentation will be used by Coca-Cola Hellenic Bottling Company and its
management. People from urban as well as semi-urban places will be targeted. One think
the management. Both health consciousness women and men need to be identified and
targeted. In this context, it can be said that the people from the region of Europe who will
possess an interest towards heath drinks will be the primary targeted group. People who
also possess a healthy lifestyle can be a major targeted segment for the company of
Coca-Cola Hellenic Bottling Company.
Targeting
In this context, it can be said that differentiating targeting strategy need to be
used by the management of this company to target the segmented group that has been
identified earlier in this paper. It can be assumed that differentiation helps to creates
value in the minds of the customers or the people to whom the health drink will be sold.
The heath drink need to be make available across various distribution channels in order

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to launch the health drink in the market place of Europe. The value of the brand loyalty
can also be followed by implementation of this strategy, along with providing the power
to compete with other competitors who are available in the market place around the
region of Europe.
Positioning
The organization of Coca-Cola Hellenic Bottling Company can follow product or
benefit base positioning strategies, which will help to identify the benefits that the health
drink will provide to the people of Europe. Product awareness need to be followed in the
identified market place, so that the people will be able to know about the benefits that
the prospects can know about the benefit they are going to receive after consumption of
the soon-to-be-launched health drink.
Analysis of the Promotional Mix
Message
As discussed, the message that the management of the organization of Coca-Cola
Hellenic Bottling Company need to deliver to their targeted segment is the launch of
their new health drink in the region of Europe, wher3 the qualities and features of the
health drink along with the benefits that the people of Europe can get after consumption
of the health drink. Promotional message need to be properly structured so that it will be
able to attract the interested people from the market place of Europe and ignite their
interest level of the consumers to taste the new heath drink of Coca-Cola Hellenic
Bottling Company.
Message Appeal
Message appeals in the context of advertising and promotional activities can be
termed as the persuasive pressures that helps to stimulate a particular person in order to
but a particular product or a service. This can be done by proper identification of the
interests, needs and wants of an individual people. In this context, it can be said that
there are 7 appeals. They are musical appeals, sexual appeals, humour appeals, fear

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appeals, rational appeals, emotional appeals and scarcity appeals. Here, the exact
message appeal need to be identified by the management of the organization of Coca-
Cola Hellenic Bottling Company, so that it will help to ignite the interest level of the
prospects and become the customers of the soon-to-be-launched in the European market
(Popescu and Otelea 2015).
Media Mix
As it has been already discussed, Coca-Cola Hellenic Bottling Company is planning
to launch their health drink of different flavours in the market place of Europe. Various
promotional activities need to be hosted across the European market. Advertising
campaigns including different online and offline channels along with above and below the
line promotions need to be performed by the management of the organization of Coca-
Cola Hellenic Bottling Company. This will help to reach out to the maximum number of
people in the identified market place along with making the prospects aware about the
new health drink (Marsh et al 2014).
Coverage
Promotion under the marketing mix plays an integral part in the overall marketing
mix of a product or a service. The overall coverage need to be performed on different
promotional channels, in order to make the people aware about the features and benefits
of the new health drink. It need to be performed across different channels, which will be
discussed below in details. Different promotional tools and techniques are getting used
by these business houses in order to gain the competitive advantage over the rival
business entities. Most number of people need to be targeted across the region of
Europe, so that the benefit of this new health drink can be promoted to them and the
interested people or prospects can be turned into customers and market share along
with the revenue earning of the organization can be increased.
In can be stated in this context that advancement in the field of technology has
taken all these promotional activities related to a particular product or service offered to
its customers has reached to a new level. Business houses are taking the full use of these

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advancements of technology in their promotional activities. The frequency of all these
promotional activities need to be identified by the management of the organization of
Coca-Cola Hellenic Bottling Company before starting all the pro motional campaigns and
activities, so that the overall cost and budget can be identified by them. Proper set up of
the plan need to be designed effectively by the management of this business house
(Kregiel 2015).
Broadcast Media
Advertisements of the new health drink need to be viewed I the leading channels
of the market place of Europe in between all the leading programmes which are mostly
viewed by the people. This will help to attract a healthy segment from the market place
and will ignite the level of interest among them to buy this new health drink. Leading
programmes will be viewed by most number of people and this will help to attract the
most number of television viewers, but the targeted people need to be health conscious
and are already consuming health drinks or are planning to do so.
Print Media
Advertisements in the leading newspapers as well as in the magazines need to be
also provided so that the people who do not watch television and are not tech-savvy can
be targeted, who are looking for healthier lifestyle. It can be stated in this context that
there are a segment of people who read newspapers and magazines regularly and thus,
providing advertisements in the print media will help to attract these segment and
promote their new health drink.
Support Media
The management of Coca-Cola Hellenic Bottling Company has decided to provide
advertisements in all the possible advertising platforms in order to attract the people
towards their health drink and change them from interested prospects to customers of
their brand. It can be stated in this context that advancement in the field of technology
has made the people around the world tech-savvy and increased the usage of
smartphones and tablets. This has increased the usage of different social media

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platforms. This should be the area where Coca-Cola Hellenic Bottling Company needs to
focus the most, as it has been stated earlier that number of smartphone users are
gradually increasing, and the rate is almost 72% in this year in the region of Europe. The
rate will become 73% in the coming year and this advantage need to be capitalized by
the management of Coca-Cola Hellenic Bottling Company. Advertisements in social
media platforms like Facebook, Twitter, Instagram and YouTube need to be provided, so
that it will help to attract the health consciousness people and make them the customers
of this health drink, which will help them to possess a healthier lifestyle (Dimitriou 2016).
Master Plan
Other promotional activities need to be followed by the management of Coca-Cola
Hellenic Bottling Company. They can also promote this health drink to various schools
and universities, where the young health conscious students can be targeted. This will
help to attract a healthy number of people in a single area, and word of mouth publicity
can be enjoyed by Coca-Cola Hellenic Bottling Company and market can be penetrated
efficiently and effectively. This will help to possess a particular amount of market share in
lesser time and without expending a large sum of money. The saved amount can be
spent in various social media platforms, which is actually expensive as it includes
advanced technology (Randeberg and Selvik 2014).
Sales Promotion
Techniques to be used
In this context, it can be said that the 3 Ps of marketing communication strategy
can be used by Coca-Cola Hellenic Bottling Company to penetrate into the European
market place. These 3 Ps strategies are push-positioning, profile positioning strategies
and pull-position.

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Involvement or engagement of the customers along with raising awareness of the
product and encouraging the target group to use this new product and recommend
others to use this and help the brand to penetrate in the market of health drink. It can be
stated in this context that competition has increased by the advancement in technology
and the same will be witnessed in this case too. More engagement between the people
present in the market place of Europe as well as the management of the organization of
Coca-Cola Hellenic Bottling Company need to be performed, so that the brand awareness
of the soon-to-be-launched health drink from this organization can be launched and
effectively and a market share can be gained (Okoronkwo 2018).
On the other hand, push-positioning strategy will help the trade channels to
become aware about the qualities or the particular features that will be provided to the
people of Europe after the launch of the health drink. As people are becoming more
health as conscious, this new health drink ill help the people to possess a healthier
lifestyle, which is aimed by most number of people around Europe. The intermediaries
can be encouraged accordingly to market this health drink in the region of Europe
(BACkeS 2017).
Conclusion
From the above discussion, it can be concluded that these overall process of
integrated marketing communications help to create competitive advantage over the
rival institutions, and the same will be done by the management of Coca-Cola Hellenic
Bottling Company for the promotion of their health drink in the market place of Europe.
Apart from gaining the competitive advantage, it will also help to boost the sales of this
new product in the form of health drink from the brand of Coca-Cola Hellenic Bottling
Company, which will penetrate into the market of health drinks in the region of Europe.

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References
BACkeS, S.R., 2017. Sustaining Success At Coca-Cola. Fruit processing: journal for the
fruit processing and juice producing european and overseas industry, 27(1), pp.18-21.
Bucher, T. and Siegrist, M., 2015. Children's and parents' health perception of different
soft drinks. British Journal of Nutrition, 113(3), pp.526-535.
Coca-colahellenic.com. (2019). One of the largest Bottlers for the Coca-Cola Company.
[online] Available at: https://coca-colahellenic.com/ [Accessed 20 Dec. 2019].
Dimitriou, M., 2016. Two Valuation Models applied to Coca-Cola Hellenic in relation to
Geographic Regions and Product Categories.
Karanikolos, M., Mladovsky, P., Cylus, J., Thomson, S., Basu, S., Stuckler, D., Mackenbach,
J.P. and McKee, M., 2013. Financial crisis, austerity, and health in Europe. The
Lancet, 381(9874), pp.1323-1331.
Kregiel, D., 2015. Health safety of soft drinks: contents, containers, and
microorganisms. BioMed research international, 2015.
Marsh, A.J., Hill, C., Ross, R.P. and Cotter, P.D., 2014. Fermented beverages with health-
promoting potential: past and future perspectives. Trends in Food Science &
Technology, 38(2), pp.113-124.
Okoronkwo, G.C., 2018. Evaluation of Factors Affecting Quality Management in Nigerian
Bottling Company, Owerri Plant (Study: NBC Coca-Cola Owerri) (Doctoral dissertation,
Federal University of Technology, Owerri).
Popescu, C. and Otelea, M., 2015. Sustainable Development–An Imperative Of Industrial
Companies. Case Study: Coca-Cola Hbc Romania. Annals-Economy Series, pp.213-216.
Randeberg, M. and Selvik, H., 2014. A study of tax minimization strategies in
multinational companies: with focus on The Coca-Cola company and IKEA (Master's
thesis).

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