Coca-Cola Hellenic Bottling Company

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

MARKETING1
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.

MARKETING2
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

MARKETING3
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.
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