Event Planning for Coca Cola's New Energy Drink Launch

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.