Coca Cola Marketing Plan

Coca Cola Marketing Plan
Critical analysis of the Marketing plan for introducing a
new drink XY by the Coca Cola Company
Table of Contents
Introduction............................................................................................................................... 2
Situation Analysis..................................................................................................................... 3
Market Summary...................................................................................................................... 3
Market Demographics............................................................................................................. 4
Market Needs............................................................................................................................. 4
Market Trends........................................................................................................................... 4
Market Growth.......................................................................................................................... 4
SWOT Analysis........................................................................................................................... 5
Strengths................................................................................................................................................... 5
Weaknesses.............................................................................................................................................. 5
Opportunities.......................................................................................................................................... 6
Threats....................................................................................................................................................... 6
Competition................................................................................................................................ 7
Product Offering....................................................................................................................... 7
Marketing Strategy................................................................................................................... 8
Mission....................................................................................................................................................... 8
Marketing Objectives........................................................................................................................... 8
Financial Objectives.............................................................................................................................. 9
Target Markets........................................................................................................................................ 9
Positioning................................................................................................................................................ 9
Marketing Mix............................................................................................................................ 9
Product.................................................................................................................................................... 10
Price.......................................................................................................................................................... 10
Place......................................................................................................................................................... 10
Promotion.............................................................................................................................................. 10
Budgeting.................................................................................................................................. 11
Implementation including implications for Logistics.................................................12
Marketing Organization....................................................................................................... 12
Conclusion:............................................................................................................................... 13
References................................................................................................................................ 13
Bibliography:........................................................................................................................... 15
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Coca Cola Marketing Plan
Introduction
Marketing plan is a foundation of well defined list of actions that has to be taken in
the business as a part of an overall business plan. To be most effective the plan needs
to be formalized in a written “marketing plan” form and this process should move
from general to specific, such as from the vision to the mission to the goals to the
corporate objectives of the organization then towards individual action plans for each
part of the program (Schneider, 2017). A detailed marketing plan outlining different
aspects like the company objectives, brand image and target demographics form the
important parts of any business plan.
Coca Cola is a long established brand and company which has a huge presence
internationally in the beverage industry. However, it also has equally large
competitors which it needs to compete with in the marketplace. India is a large
country and as such is a major market for Coca Cola among the emerging economies.
By investing heavily in a distribution channel in India, Coca Cola has been able to
establish a major presence there, but so has its competitors. This report will first
analyze the current position of the Coca Cola company in India in terms of its market
position and perform a SWOT analysis of the company. It will also aim to formulate a
detailed marketing plan for Coca Cola for the introduction of XY, an energy drink
which is the latest product in the Coca Cola lineup in the country. By performing a
market analysis the report will find the strategy which is most likely to lead to the
success of the product and the brand in the market.
Situation Analysis
To prepare a thorough analysis of the situation in which the Coca Cola Enterprises
Limited finds itself to serve a new energy drink for satisfying unfulfilled client needs.
In addition to identifying the client needs, the company must understand its own
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Coca Cola Marketing Plan
capabilities and the environment in which it is operating. The situation analysis thus
can be viewed in terms of an analysis of the external environment and an internal
analysis of the Coca Cola Enterprises Limited itself. The situation analysis should
include past, present and future aspects (Bhasin, 2017).
Market Summary
Coca Cola is one of the leading food and beverages organizations in India. It entered
in Indian market in 1993 and faced the challenge of establishing a strong distribution
system as Indian market can be divided into two parts, one is rural market and another
is urban market. Indian market is dominated by unorganized retail. Thus, the main
aim of coca cola was to ensure the availability of their newly launched drink within a
distance reachable by consumers.
Market Demographics
Coca Cola is so popular across the globe. Greater than ninety percent of the people
across the world are aware of the coca cola's logo which is white & red based
(infoscout.co, 2017). The demographic factors affecting Coca Cola include:
Age- Coca Cola targets all age groups. Coke is considered as a cool drink and often
used in parties whereas for the adults the Coke is considered as a classic
Income- Coca Cola's products are not expensive and is affordable by all the people be
it high class or middle class.
Ethnicity- People from different cultural backgrounds also uses Coca Cola's products
and even pair them with their traditional food. For example, in the U.S pizzas are
paired with Coke.
Location- Coca Cola has marketed its products globally. It is a well-known beverage
in almost all the countries, cities and communities. The widespread marketing of
Coke has led Coke to be the market leader in the industry.
Market Needs
The Company needs all kinds of consumers either from rural market or from urban
market. The company also require larger portfolio for growing faster (Vinay Kamath,
2017).
Market Trends
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Coca Cola Marketing Plan
Due to government investment, liberalization and the growth in size of the middle
class, the Indian market has shown a very strong grown trend in the two decades from
1990 to 2010 (Chhabra and Kiran, 2012), and this growth is expected to continue in
the near future. .
Market Growth
The Coca cola enterprises limited have seen a very good growth for almost a decade.
However, as the per capita consumption of beverages in India is only 5% of that in the
USA, it represents a huge opportunity for the company. With the increasing affluence
and growth of the Indian middle class sector, the demand for international goods and
brands is expected to grow exponentially in the coming years (Forbes.com, 2017)
SWOT Analysis
Below we will analyze Coca-cola the Companys strengths, weaknesses, opportunities
and threats as to help plan and focus on its key points and issues inorder to form a
full proof marketing plan into introducing the new drink of the Company.
Strengths
 Coca-Cola is one of the most famous brands of the world and provides a
very wide range of available products in different markets.
 It is one of the most valuable companies in the world with a total value of
80 billion dollars.
 Coca-Cola has the largest Market share in the beverage industry there are
only two competitors in this specific industry in which Coca Cola is
leading.
 Coca Cola marketing strategy has been state of the art marketing strategies
which provide and competitive advantage to Coca-Cola across different
markets.
 Coca-Cola has a loyal customer base which is loyal to its taste as well as
other products.
 Coca Cola distribution network is huge and it delivers the product across the
globe in different countries. By having a huge network Coca-Cola has been
successful in developing a specific market presence.
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