Evaluate and Produce Market Plan

Marketing
Essentials

TASK 3
Evaluate and produce market plan
Marketing plan is a blueprint that includes various activities such as marketing strategy,
sales forecasting and budget. The main aim of Coca-Cola of making and developing this
plan is to describe objectives of the company and the way of achieving that objectives.
Marketing plan of Coca-Cola can be defined in main 5 steps which are described below:
 Goal:
 The main goal of making this plan is to satisfy customers by offering them
new product called Boost energy healthy drink named Kombucha and to increase
customer volume or base.

Section 1 understand the market
Customers: The target customer of Coca-Cola for offering its new product are
youth and youngster. It wants to provide its new Kombucha drink to the 18-35 age group of
people. For offering and introducing its new product it uses competitive positioning strategy
and take help of direct marketing for reaching their targeted customers.
Customers behaviour: For its existing products it knows their customers
behaviour as which type of drink they prefer the most. It has been analysed that customer
prefer diet coke. They purchase it by from their stores and online. For its new Kombucha
drink. It wants to choose online platform which will become easy for its customers. For
more knowing about its customers it organises customers events.
Competitors: Competitors of Coca-Cola are Dr Pepper Snappale, Pepsico, Nestle
and Parle. These all are the big competitors of Coca-Cola as they provide various and
healthy drinks and uses the best distribution channels for promoting their products. So these
create competition for the company.

Section 2 Identify marketing opportunities
 Strengths: The main strength of Coca-Cola company is it has an incredible brand
identity. It operates in 200 countries across the world which increases its brand value. It
is the winner and have the largest market share which make it differ and unique from its
competitors. It has a lot of customers loyalty which helps them in improving customer
relationship. The other main strength of this company is it has the largest distribution
network which make it able to make a high market presence.
 Weaknesses: It has some weaknesses on which it requires to focus in order to
remove obstacles. It has various competition in which Pepsi creates a major
competition. Product diversification of this company is low as compared to Pepsi. The
other main weakness of Coca-Cola is it is not showing its presence in health beverages.