Marketing Plan for Coca Cola

Develop a marketing plan
[Part A]
Table of Contents

PART A.................................................................................................................................................3
Conclusion...........................................................................................................................................16
References...........................................................................................................................................17
Appendix.............................................................................................................................................18

Execute Summary
 This report will provide a brief overview in respect to the marketing plan.
 Different strategies channelize to achieve different business objectives will be
analysed briefly in this report.
 This marketing plan will improve the revenue of the company.
 It is anticipated that due to marketing plan company will be able to improve its
existing marketing share by almost 2% all across the globe.
 Company is anticipating that total investment required for the marketing will be
approximately around $500,000.
PART A
Organisation History
 Coca Cola Amatil Company was established in the year 1904.
 Company operate its business operations in beverage sector.
 Headquarter of the company is located in New South Wales, Sydney.
 In the initial stages of business company worked as a British Tobacco Company
Limited.
 Company purchased a printing company in the year 1909 in order to diversify its
business operations.
 Further in 1960 company entered into food and beverage sector.
 In the era of second world war company introduced a new drink call Coca Cola.
 Company later on procured Coca Cola Bottlers Pvt. Ltd in Perth.
 In the year 1977 serving for more than 50 years in tobacco sector the organisation
became allied manufacturer and trade industries limited which can be symbolised as
AMATIL Limited.
 Vision of the Coca Cola Company is to craft the brand and a choice of drinks that can
refresh the body and spirit of people all around.
 Company aims to inspire moments of optimism in people and happiness.
 Company’s objective is to create a value addition in the life with the support of the
product range.
 Coca Cola Company wants to create value in the life of people that can facilitate the
lives of people all around the world.
 Company is among the key player in the beverages sector.

Objectives of company
Specific
 Marketing plan is to improve the brand value in target market.
 Company is aiming to improve the market share with the support of the marketing
plan.
 Objective of the marketing plan is to expand the company’s potential to grow in the
associated market.
 Company also aiming to reposition the brand image in target market with the support
of the marketing plan.
 All objectives of the marketing plan are specific in nature.
 Due to specification all objectives are clear irrespective to any confusion from the
marketing plan.
 Company is also aiming to improve the market share by implementing the marketing
plan.
Measurable
 Objectives of the marketing plan are measurable in nature.
 Market share of the company can be measures by statistical analysis.
 All objectives behind the marketing plan aimed to improve the growth potential of the
organisation.
 Company can measure the impacts of the marketing pan from its sales and
profitability.
Attainable
 All objectives set for the marketing plan can be achieved with the support of
strategies.
 Objectives such as market hare, brand value can be achieved with the support of
effective strategies.
 All objectives aimed by the company with the support of marketing must be attainable
in nature.
Realistic
 Objectives entertained in the marketing plan must be realistic in nature.

 Achieving improved market share is an objective that is realistic in nature.
 With the support of effective strategies company can polish its brand image.
 Reposition the brand in the market to improve growth potential is a realistic objective
that can be achieved with the support of effective strategies.
Time bound
 Company is aimed to achieve all its objectives within the time frame of one year with
the support of this marketing plan.
Planning Marketing Analysis
 Coca Cola Company is dealing in beverage sector.
 Beverage sector is among the crucial market sector associated with the business
environment all across the globe.
 Beverage industry is among the continuous growing sector all across the globe.
 It is expected that the beverage sector all across the globe will be worth around $ 1.9
trillion dollars all across the globe by the end of 2020.
 Beverage industry has always been associated with catering healthy products.
 As the sector has emerged the increasing trend in demands has been noticed in the
sector.
 Beverage sector are comprises with two products alcoholic beverage products and non
alcoholic beverage products.
 In case of non alcoholic beverage product coca cola company is among the leading
brand all across the globe.
 Coca Cola Company is engaged in distributing carbonated and non carbonated drinks
all across the globe.
 Along with Coca Cola Company industry is also associated with Pepsi Company who
is also considered as among the dominating organisation in the entire market sector all
across the globe.
 Most of the innovation and product development associated with the beverage
industry are introduced by these two leaders Pepsi Company and Coca Cola
Company.
 Around 70% of the non alcoholic beverage market share is hold by Bisleri, PepsiCo,
Coca Cola, Parle and Dhariwal Companies.

 The above mentioned brand has been the top five brands associated with non
alcoholic beverage sector.
 Beverage sector is among the fastest growing industry all across the globe.
 The effect of the increasing demands in sector is the industry is growing at the rate of
3% on a yearly basis.
 3% is an effective growth rate after seeing the industry market size of $ 1.9 trillion
dollars.
 The demands of the non alcoholic and alcoholic beverage products is witnessed in
both developed nations along with developing countries like India, China and other
developing countries.
 The way industry is growing it can be anticipated that the beverage sector will be the
leading sector associated with the entire business environment all across the globe.
 Product segment in beverage sector is also well diversified as it also further
segregated into sports and non sports drinks in case of non alcoholic beverage
products.
 Coca Cola has been witnessed as the most emerging brand in case of non alcoholic
beverage products segment.
 Company’s sales revenue’s are approximately around to worth more than $ 8 billion
dollars as per the recent profitability statements of the company.
 Company’s also carrying an effective market share of around approximately 4 % in
the non alcoholic beverage market.
 The market share and sales revenue of the company indicate about the dominance of
the company in the beverage market all across the globe.
Market characteristics
 Coca Cola Company is associated with the beverage sector.
 In order to sustain in the market company needs to make strategic alliances with
different distribution and supply chain networks.
 Coca Cola Company caters its business operations all across the globe.
 In case of global operations organisations needs to frame strong strategic alliances
with different organisations and networks that can ensure effective delivery of
company’s products at the realistic places in the areas.
 Coca Cola Products are available at all stores that also include small departmental
stores.