Event Planning for Coca Cola's New Energy Drink Launch

This report discusses the event planning for Coca Cola's new energy drink launch, including the marketing mix, HRM, costs, and break-even analysis. The report provides details on the venue, food, guests, activities, decorations, and promotion. It also covers the STP approach and targeting market of the event planning. The report recommends improvements for the venue and menu and suggests creating more ideas to keep attendees informed about the event.

Event planning

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Overview of the event.................................................................................................................3
Marketing mix.............................................................................................................................3
HRM- human resource management required for the event.......................................................6
Costs............................................................................................................................................8
Break- even point........................................................................................................................9
CONCLUSION..............................................................................................................................11
Recommendations..........................................................................................................................11
REFERENCES..............................................................................................................................12
APPENDICES...............................................................................................................................13

INTRODUCTION
Event planning is a systematic plan made by people in order to manage convention,
function, tradeshow, wedding ceremony, official meeting, informal meeting, parties. The major
purpose of event planning is to design events that can easily complete the wishes of clients and
attendees and make it memorable events. The present report will be based on planning an event
of COCA COLA for launching of new energy drink on Christmas party at the metro bar, Luton
campus, university of Bedfordshire. The present report will entail detailed information about
7P’s of marketing mix. Along with this, it will provide information on STP approach and
targeting market of the event planning.
Overview of the event
Basically, it is a promotional event for launching of new energy drink of COCA COLA.
As the metro bar has a capacity for a maximum of 200 people. So, the event will be arranged for
200 members overall for the launch of new product line. The event will plan evening food
arrangement and make list for the guests and VIP guests also.
 Food- main course, snacks, coffee, water and cocktails, smoothie and special pizza with
delicious toppings and fresh veggies and fruits bowl.
 Guests- 200 members will be allowed and invited in the event.
 Activities- playing games such as tombola and promotional activities will be arranged.
 Decorations- the company will decorate venue with effective and relevant theme for
product launch event in order to attract attendees.
Marketing mix
 Product- as we all know that customers nowadays only cares about one things that is
product offered by the firm. It is essential for brand to make product attractive via
quality, designing, features, on the basis of customer trends, packaging, quantity
(Marketing mix, 2022). As the company offers beverages to customers and wants to
expand its product line to attract customers, COCA COLA is going to launch its new
energy drink with low calories and fat on special occasion Christmas party. Especially
designed for youth people, working professional’s male and females.
 Price- the company is going to use best price method for its new product as it helps them
to maximize profits and shareholder value and achieve market position while completing

demand of customers. The firm is going to use market penetration pricing strategy as it
will develop customer base and establish a strong footing in the competitive market. The
firm is going to make budget for promotional activities, launching of products activities,
and many more. Also, the company will set the base price higher in order to make
promotional activities more appealing.
 Place- the venue is Metro Bar, Luton Campus, University of Bedfordshire for the event
planning. The product will be available at each and every retail store and customers can
purchase it online via different platform application. For any issues related to product
customer can contact directly at its store manager.
 People- the firm is going to have volunteers, event planners, decorators, social media
influencers and staff members to make this event success. all the skilled professionals
will help the company to develop the product line. Also, the firm is going to provide
training and development sessions to develop skills while attending people at the event.
Details on new product features, ingredients and benefits will be provided at the event
through skilled workforce.
 The company will be focus on customer relationship management as it can create genuine
connections with clients and motivate them to stay loyal on personal level with company.
 Promotion- as we all know that this marketing mix is the best way to attract people and
this activity is developed that the public notices most. The company is going to promote
on social media platform, use strategies such as email marketing, display ads, search
engine marketing and word of mouth strategy (The 7ps of marketing, 2022). For event,
COCA COLA will offer some discount of 10% for people on their first purchase and
offer 3 vouchers for game tombola. For 1st position £400, 2nd runner up £350 and for 3rd
runner up £200.
 Packaging- as we all know that customers are more attracted towards packaging and
designing of products as it can catch the attention of new buyers in the marketplace. By
attractive packaging the firm is going to reinforces values in order to retain customers.
The company is going to use attractive decent colours for packaging on which it will
provide valuable information such as ingredients, clear instructions of elements in it,
expiry date, manufacturing date and so on.

 Process- The firm will prioritize processes related to event and product line that overlap
with the experience of people (Ing, Osman and Tze-Yin, 2020). The firm will focus on
specific processes which can run event smoothly so that staff members can carry them
out. With the help of proper training sessions related to even the staff will be able to
focus on navigating procedure, which can help them to attract more attention of
customers. E.g.: inventory management.
Segmentation How it relates to the event?
Demographic The firm divided its segment into different groups such as age, family,
social class, generation.
Psychographic For this the firm is going to divide into groups such as personality and
lifestyle of people (Islam, 2020).
Geographic The major aim of the company is to drive the market into category of
geographic units which includes regions and cities.
Behavioural Focuses on knowledge of customers of use of, attitude towards
company’s services and products (Sukma, Lubis and Utami, 2019). This
will be the most excellent starting points for formulating segments in the
market especially for launching of new product line.
Targeting How it related to the event?
Target market The company is very widespread as it attracts more customer, ranging from
the health conscious people who consumes healthy diet take diet coke.
COCA COLA is going to target its audience such as young generation
female and males, age group 18-45.
Positioning How it relates to the event?
Value proposition and tagline
for event
The company is going to create product positioning and
marketing mix that is most likely to appeal to the target
market and audience which has been selected. By this event,
the firm is going to stand out from its competitors and

position their offering related to new product launch.
HRM- human resource management required for the event
HRM is the systematic process and approach which is used by company to manage the
people working in the firm. By this, they can help the business gain a competitive advantage in
the competitive world (Hobeanu, 2019). Human resources management is designed to maximize
the performance of staff which helps them to achieve strategic goals and objectives. HRM model
is designed for the betterment of the company strategic scheme which help coordinate business
functions and support human capital.
According to Henri Fayol’s management theory, the HR professionals must manage
people and interact with personnel. This theory covers human resources concepts so almost any
business or event can apply this management model (Management theory of Henri fayol, 2022).
As per this management model the people should provide with proper work and divide work as
per the needs, interest, qualifications and requirements. By this, it will enhance the product
quality, maintain discipline, follow unity of command, proper direction, maintain integrity and
centralization.
Pre event staff Responsibilities and role
Event planner and its team  Make list of guest.
 Contact with all the guest and attendees on the basis of
number of people which is 200 persons.
 Event planner make list of decoration items, contact with
catering management people which provide drinks and
food. Managing promotional activity, selling entry tickets
to invite people.
 Arrange entertainment and games for the event which will
deliver a successful launching event.
Stakeholders- 1 sponsor
(coca cola )
1 volunteer
 The stakeholder of the event creates an attractive idea
which is launching of new product line. Make proper
planning of budget to create the best event possible. The
company will sponsor with £5000 and 300 bottle of energy

drinks for promoting its brand and attract clients.
 For attending guests and check tickets, volunteers will be
arranged and ensure that everyone is following rules and
guidelines.
 Communicate with people and solving their concerns if
any.
 Assist people for event success.
During the event staff Roles and responsibilities
Sales and marketing team- 2
persons
 Promote brand new product and inform people about
the features.
Waiters- 4 persons  To attend guest and welcome them.
 Provide information on menu and take orders.
 Provide service related to food and drinks
 Maintain table clean
 Carry dirty plates in order to maintain hygiene and
collect empty glasses (Cofone, 2018).
Photographer- 1 person The person captures special moments about events and
provide this photograph to sales team so that they can upload
it on social media platform such as Instagram. Capture photos
and take videos while launching and activities.
Security- 3 persons As we all know that the presence of guard and security makes
the audience more comfortable and they are free while
enjoying moments at event. Security guard at event ensure the
people are safe during the whole event. They focus on
preventing incidents, any conflicts and fights between people
and reduce the risks of liability at launch event of company.
Music band Playing nice music till the end of event and enhance people to
be in a good mood.
Post event staff Roles and responsibilities

Cleaner- 3 persons As we all know that once the event is over and
all the audience are gone, it is the duty of
cleaners to empty all the cans and keep it into
the bin. The role of cleaners is to collect all the
wastage products such as packets, cans and do
vacuum and mop the floor. They clean tables,
arrange chairs and table and fold it. They put
them back in storage in order to clean the
place. Cleaners are responsible for removal of
all the decorations, clean windows, doors and
set up back everything in a proper manner.
They ensure that the place looks exactly clean
like it did before the launch event.
Financial manager and event planner Both are responsible for focusing on budget.
After the successful completion of the event
they calculate about tickets sold, salaries to be
paid to workers, waiters, photographers and
housekeeping.
Costs
Break-Even analysis
Particulars Formula Figures
Selling price per unit 60
Variable cost per unit 25
Contribution per unit
Selling price per unit -
variable cost per unit 35
Fixed cost 1575
BEP (in units)
Fixed cost / contribution per
unit 45

BEP (in value or monetary terms)
BEP (in units) * selling price
per unit 2700
Units need to sell for attaining desired profit margin
Particulars Formula Figures
Fixed cost or expenses 1575
Desired profit 300
Contribution per unit 35
Number of units required to sell
Fixed cost + desired profit
margin / contribution per unit 53.57
Break-even point
UNITS SOLD FIXED COST
VARIABLE COST
TOTAL COST REVENUE
0 1575 0 1575 0
20 1575 500 2075 1200
40 1575 1000 2575 2400
60 1575 1500 3075 3600
80 1575 2000 3575 4800
100 1575 2500 4075 6000
120 1575 3000 4575 7200
140 1575 3500 5075 8400
160 1575 4000 5575 9600
200 1575 4500 6075 12000

Break- even point

CONCLUSION
To conclude, event planning means doing planning of any occasion, launching of products
or any award ceremony. Coca cola is managing event planning for its new launched energy
drinks in order to attract customers. With the help of STP approach, Henri Fayol management
model and marketing mix they plan whole event which went successful at the metro bar.
Recommendations
 It is recommended to the metro bar that they must provide music band, more space for
parking and decorations lights.
 It is also suggested to create more ideas in order to keep attendees informed about event
and let us know about preferred dates and work on diversified menu.

REFERENCES
Books and Journals
Cofone, I. N., 2018. Servers and Waiters: What Matters in the Law of AI. Stan. Tech. L. Rev. 21.
p.167.
Macke, J. and Genari, D., 2019. Systematic literature review on sustainable human resource
management. Journal of cleaner production. 208. pp.806-815.
Hobeanu, L. V., 2019. The Analysis of the Economic and Financial Indicators through the
Human Resources Management Point of View. Journal of Applied Economic Sciences
(JAES). 14(65). pp.818-830.
Boon, Q. W., 2021. A Review Of The Management Theory For Special Education Task Load
Perspective. Turkish Journal of Computer and Mathematics Education
(TURCOMAT). 12(11). pp.5234-5238.
Islam, M. M., 2020. Segmenting, targeting and positioning in Islamic marketing. Journal of
Islamic Marketing.
Sukma, D., Lubis, P. H. and Utami, S., 2019. Analysis of Marketing Strategy of Minyeuk Pret
Using STP, Ansoff Matrix, and Marketing Mix.
Ing, P., Osman, Z. and Tze-Yin, L., 2020. Marketing Mix and STP Strategies: An Exploratory
Study into Grocery Retailers in Malaysia. Asian Journal of Entrepreneurship. 1(4).
pp.129-143.
Online
The 7ps of marketing. 2022. [Online]. Available through: <
https://healthcaresuccess.com/blog/medical-advertising-agency/the-7-ps-of-
marketing.html#:~:text=The%207%20Ps%20of%20Marketing,-By%20Brian
%20Tracy&text=These%20seven%20are%3A%20product%2C%20price,for%20you
%20in%20today's%20marketplace. >
Management theory of Henri fayol. 2022. [online] available through: <
https://www.business.com/articles/management-theory-of-henri-fayol/ >
Marketing mix. 2022. [online] available through: <
https://www.mindtools.com/pages/article/newSTR_94.htm >

APPENDICES