Marketing Plan for Coca Cola's Diet Coke

This report explores the unique and significant points related to the various activities of marketing and undertakes the marketing process for Coca Cola's new product, Diet Coke. It covers the comparison of strategies used by Coca Cola, the development of a marketing mix, and the creation of a marketing plan to achieve suitable goals and objectives.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Covered in PPT.......................................................................................................................1
TASK 2............................................................................................................................................1
P3. Comparison and application of marketing mix................................................................1
TASK 3............................................................................................................................................6
P4. Develop a basic marketing plan.......................................................................................6
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is the important function which is useful in order to exchange the products and
services in the market area. In marketing of products and services, communication plays a
significant role as it helps in guiding people to perform things in suitable manner as it include
important task which is useful in creating value of the products and services within the market
area. This report is going to explore the unique and significant points which are related with the
various activities of market and also undertake the marketing process (Kotler and et. al., 2017).
In an organisation there are many departments which are made in order to perform suitable job
and task to achieve specific goals and objectives. In addition to this, duties of marketing
functions are interlinked with other departments of company and also describe their importance.
This report is based on coca cola which offer carbonated soft drinks and market its products as a
temperance drink and it is going to cover the comparison of strategies which are used by coca
cola and in relation with this, marketing mix is developed for the new product launch and also
describe suitable marketing strategies for it and marketing plan is made for coca cola in order to
achieve suitable goals and objectives.
TASK 1
Covered in PPT
TASK 2
P3. Comparison and application of marketing mix
Marketing mix refers to a system and process which is useful in developing suitable
strategies and activities. So, it is an important technique which is helpful in enhancing the
reputation of company in order to provide products to them and sell them in unique manner
(Extended Marketing Mix (7P's), 2018). This can be understood with the help of suitable table:
Basis Definition Coca Cola Red Bull
Product It refers to those items
which are sold by
company as it include
features and benefits
which customers enjoy
Coca cola boasts a
strong product line and
provide various kinds
of products in different
countries and
Red bull offer various
kinds of products
which include its
energy drink, sugar
free drink, zero
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while purchasing
products and services.
It describe the item
which is developed to
satisfy the needs and
requirements of
specific group.
segments. Coca cola
offer suitable products
to various areas by
determining the taste
and preferences of
customers. Currently,
company put emphasis
on its new product
which is diet coke by
analysing the health of
their customers.
calories, simple cola
and so on. In addition
to this, company also
sell, apparel, media
products and other
related accessories
(Erevelles, Fukawa
and Swayne, 2016).
Place It depicts the venue
and places in which
goods and services are
produced, sold and
distributed among
their respective
customers. In order to
distribute a product,
place and distribution
channel is important.
Coca cola has its
presence in around
200 countries and also
has effective
distribution network
which not only covers
the urban areas but
rural areas also. For
this, company develop
suitable drinks by
using their secret
formula and also
provide their goods to
different areas of
world.
Red bull is available in
around 169 countries
and also sell its drinks
with the help of
distributors and
resellers like
supermarket chain,
bars and restaurants.
For this, company does
not use online sales
channels in order to
sell its drinks.
Price It refers to the amount
which is customers are
willing to pay in return
of their purchasing and
The biggest
competitors of coca
cola in soft drinks and
beverage industry is
Currently, red bull use
premium pricing
policy as it is
considered as the most
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product. It is termed as
an importance
component because it
helps in determining
the profit of company.
Pepsi and because of
this, they follow
competitive pricing
strategy for their
products. In respect of
this, company has to
be very careful in
terms of offering their
products (Wedel and
Kannan, 2016). For
instance, the prices of
coke products are high
as compared to pepsi
then their potential
customers can easily
switch from one
product to another
product.
expensive energy drink
in market area and
company also charge
addition prices for its
psychological
consumers view point.
The pricing strategy of
red bull also provide
various pattern in
order to promote its
pricing strategies.
Promotion It refers to the
advertisement and
marketing of products
and services which is
useful in boosting the
image and reputation
of company.
In order to increase
sales, promotion plays
an important role and
in relation with this,
coca cola uses various
methods such as ATL,
BTL and digital
channels in order to
create awareness of
products in society.
Red bull uses wide
variety of innovative
promotional
techniques in order to
improve their
communication
process and also drive
consumers loyalty.
There is a concept
behind the promotional
activities of red bull
which describe that it
want to give people
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wings which depicts
that pushing the
boundaries of what is
possible in order to
enrich the talent of
people as because of
this, they can achieve
desired objectives.
People It consider the delivery
of product which
possesses the skills
and qualities in order
to make sure the
success. For this, it
include various factors
such as way of
distribution, networks,
channels and so on.
In relation with coca
cola, they use two
types of selling first is
direct in which they
directly sell their
products in shops with
the help of their mode
of transport and in this
type of selling more
profit margin.
Secondly, they deals
with many wholesalers
in different areas in
order to assure their
consumers has
availability of coca
cola products because
their products are sold
in around 200
countries.
Red bull has
association which are
conveyed with the help
of brand as it is
marketed with the help
of both males and
females. Its target
market is teenagers
and young adults
which are of 15 to 29
aged.
Process It include the delivery
of product which
By analysing the
overall process of coca
Red bull always make
sure that their products
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impacts the experience
of customers,
satisfaction level and
value of business. It
consider the delivery
of products and
services and provide
them at appropriate
place as it include
delivery time,
methods, customer
care support and so on.
cola, they follow a
suitable process to
develop their products
which is contemporary
updating the products,
refreshing flavour,
category of beverages,
distinctive taste profile
and suitable
perspective of life
(Charter, 2017).
are always available at
retail stores and also
notify when their
inventory levels are at
low. In addition to this,
red bull has an online
delivery process in
which they order or
receive products with
the help of computer
system. Red bull is
actively involved in
researching market
opportunities which is
useful in
understanding the
needs of customers.
Physical evidence It refers to the
appearance of
company and product
as this factor reinforce
the credibility of
product and seller. It
describe those things
which attract
customers to purchase
product as it include,
packaging, branding
and so on.
Coca cola claims that
they have presence in
approximately 200
countries which
include USA, Canada,
UK, France, Germany,
Australia, India and so
on. At current times,
coke is available in
every area of world
and they has been
implement
digitalisation by
considering the
In market area, there
are so many aesthetics
of red bull which is
useful in attracting
more and more
customers. Red bull
has many outlets of
promotion and some of
them are included in
distribution of red bull
cans at positioned
stations. In addition to
this, majority of red
bull ambassadors are
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perspective of the need
of customers and
trends that are
available on social
networking.
females and promote
unique selling among
all the sporting events.
TASK 3
P4. Develop a basic marketing plan
Marketing plans are interrelated with suitable strategies of an organisation as it is
concerned with the goals and objectives which needs to be achieve for better result (Baker and
Saren, 2016). Here, there are three suitable strategies which are adopted by company such as
differentiation, niche and cost leadership.
Company overview:
Coca cola is the soft drink multinational manufacturer and retailer who sell its soft drinks
to respective customers and it is incorporated in 1892, headquarter in Atlanta, Georgia.
Currently, company wants to introduce its new product in market place named with “Diet coke”
and for this, marketing plan is prepared which is useful in achieving competitive advantage of
market.
Vision and mission:
These statements depicts the future of an organisation same with each and every
company coca cola has its vision and mission which is useful in increasing the performance and
productivity of company and helps in maintaining and achieving the success in beverage
industry.
Strategic objectives:
 The objective of company is to achieve approximately 90% of market area with the help
of attracting number of people and also helps in acquiring major market segment. For this, coca cola opt differentiation strategy with the aim of continuing it and also
offering effective and reliable products in creative manner which helps in achieving
competitive advantage.
Situational Analysis:
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This analysis is useful in defining the situation of company as it include examining the
internal and external factors of company. It is useful in clearly identifying the capabilities of
business, customers, respective customers and the business environment which influences an
organisation.
Macro environment: It is useful in determining those factors which are useful in
assessing and examining the situations of business environment and the external factors in which
business operates its activities. Political: The products of coca cola are at leniency of FDA and in respect of this, they
need to analyse and meet the regulations which are given by government in order to store
their product. For this, changes are implemented in environment and opted laws are the
one which can prevent distributing drinks of coca cola. For this, accounting, taxes,
changes in labour and internal marketing impact coca cola in this way. Economical: The products of coca cola are distributed in many countries and for this,
they need to analyse the taste, demand, culture and preferences of customers. In respect
of this, to launch its new product which is diet coke, company make changes and
modifications which can tackle the creation of product. In terms of new product of
company, many people are looking for healthy drink and its diet coke is more beneficial
for company. Social: Coca cola offer its major products in cultured countries in order to meet the
expectations and demand of customers. For this, they have different kinds of strategy like
in japan and china they focus on flavour because their customers want flavoured drinks
but the people of UK are more health conscious and does not consider sugary drinks and
in terms of this, diet coke is launched for their health concern. Technological: In relation with technology, technology helped coca cola to produce
excellent and more quantity products. For this, company has its factories in Britain which
advanced machinery in order to make sure fast delivery and development of quality
products. In respect of its diet coke, company use social media to promote and connect
with their customers and for this, they use suitable campaigns, put suitable names of their
bottles and also encourage the sales of coca cola. Legal: This factor describes the legal laws and compliances which are important to
follow specifically in international environment. By considering the past records of coca
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cola, they face hassle in terms of law in various areas which include the quality and
composition of product to labour practices.
 Environmental: Because of this factor, coca cola is affected by water accessibility as for
this, water is significant to develop soft drinks but many things happen such climate
change etc. In relation with coca cola, this factor impact its competitors but when the
products of company is produced are primarily soft drinks with the problem of water
accessibility by which company gets suffer.
Micro environment: It is termed as the operating environment of company as because of
this, it becomes easy for company to analyse and determine the functioning and internal factors
of company which influences the regulations of coca cola. Strengths: Coca cola has high popularity with effective and unique brand identity in
terms of selling soft drinks. For this, company always tries to develop their own
marketing strategies which is useful in order to win heart of people and by considering
the targets of coca cola, they target all age group people which become its strength in its
expansion. Moreover, with strong brand products company has suitable terms of
customers loyalty in terms of all soft drinks and for this, it becomes impossible for
customers to find substitute of coca cola. Weaknesses: Here, the diversification of product is low for coca cola and for this, pepsi
make smart moves and diversified its products into snacks segment such as lays and
Kurkure. Moreover, coca cola face flak in early times because of water management
problems and because of this, various groups have raise lawsuits in terms of vast
consumption of water in scarce regions. At the same time, people also blame coca cola
for selling contaminated drinks which impacts the image and reputation of company. Opportunities: Here, company can also diversify itself in terms of food and health
business as it helps in improving and enhancing the offerings of company. For this,
company make sure that they get better revenues from their respective customers by
selling their products. Moreover, company can also consider hygiene factor while
developing and packaging drinks. Threats: In terms of coca cola, few coffee chains such as starbucks, cafe coffee day and
so on develop competition for company as these chains give tough competition to
carbonated drinks of coca cola. Furthermore, in relation with healthy drinks real and
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Tropicana and other energy drinks steal the market share of coca cola in an indirect
manner.
STP: Segmentation: It is a procedure of dividing the market area in various divisions by
analysing the characteristics and features (Felix, Rauschnabel and Hinsch, 2017). It is
done by undertaking the age, lifestyle, gender, values, behaviour, income and so on. For
this, the segmented market of Coca cola is teenagers and those people who are more
health conscious. Targeting: This factor is performed in order to target the specific market area or group by
classifying their offerings and suitability. The target market of company is those people
who are more health conscious and suffers from diabetes. Positioning: It refers to the process by which company will position themselves in order
to target their audience. For this, company develop suitable marketing strategies by using
social media in order to promote their products and services to reach with the maximum
number of people.
Marketing mix:
By determining the above discussion, it is concluded that coca cola launches its diet coke
in the market for those customers who are diabetic and more health conscious. In respect of this,
they can charge premium prices because of their offerings. Moreover, they can promote their
products by spreading awareness among people regarding their health and make them more
health conscious. Currently, these cokes are only available in few areas and for this, they need to
supply them in various market or areas in order to acquire more customers and also make its
packaging more attractive for consumers.
Budget:
It is developed in order to determine and analyse the financial conditions of company as
it depicts the probable scope for the development of product. It is termed as the financial plan
which define the specific period as it is developed within the annual basis, half year and quarter
basis. It also include planned sales, revenues, cash flow and so on. As it expresses the strategic
plans of activities in measurable terms.
MARKETING BUDGET (£)
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PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial money 3625 2554 65480 5487 64214
Investment 8256 12500 20540 20147 8745
TOTAL 11881 15054 86020 25634 72959
MARKETING OUTLAY
Promotion 7458 5647 4789 3698 2654
Sales publicity 6547 900 5647 2365 5687
Direct selling 7896 1200 6547 5000 3996
TOTAL 21901 7747 16983 11063 12337
Monitoring:
It describes the supervision of new and existing products and services of company is
offering. This factor consider the checking and observing the real progress and performance of
company and it is required by marketing department because it is useful in collecting the
information and report which is important to bring changes and bring opportunities in marketing
plan.
Controlling:
This factor is useful in measuring the goods which are considered to be improved in their
operations and helps in removing any mistake. For the controlling, coca cola use various types of
methodologies to gain success and growth in market.
Evaluation of Plan:
From the above discussed plan, it is determined that coca cola achieve around 90%
market area which is beneficial for their success and growth and for future expansion, company
conduct PESTLE and SWOT analysis which is considered as the situational analysis and useful
in determining the risk factor which occurs while expansion or developing product. In order to
evaluate their plan, company use benchmarks and KPIs which is helpful for them in describing
the suitable standards and corrective measures which is taken by company in terms of enhancing
their overall performance.
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CONCLUSION
Thus, it is concluded that for the exchange or products and services, market plays an
important role for attaining growth and success and it is achieved with the help of marketing
plan. Moreover, effective marketing plan is developed in relation with an organisation which
describe the strategic goals and objectives and also monitor the plan to give suggestions to an
organisation.
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REFERENCES
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Online
Extended Marketing Mix (7P's). 2018. [Online] Available through
<https://www.tutor2u.net/business/reference/the-extended-marketing-mix-7ps>./
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