Marketing Essentials

This presentation discusses the marketing plan for Coca-Cola, including the importance of marketing plan, marketing objectives, strategies, market segmentation, situational analysis, allocation of resources, and evaluation tools. It also provides references for further reading.

Marketing Essentials

• Marketing plan of Coca cola
Table of Content

• Marketing plan is a document that provides information
regarding advertising and marketing efforts that is being made
by the company for coming year.
• It includes business activities that takes place throughout the
year for setting up marketing objectives within a given period
of time.
P4 Marketing plan for Coca-Cola

• Marketing plan plays an important part for Coca cola
company. It helps in formulating marketing strategies
that will enhance in achieving marketing objectives.
• Minimizing uncertainties in company as all the
objectives are set already so there may not occur any
problem in fulfilling objective
Importance of marketing plan

• Marketing Objectives:- It refers to the goals that is
being set by business while promoting products and
services in the market and that will be achieved in a
given period of time.
• Marketing strategies:- It is made for longer period of
time to achieve the objective of the company. It is made
for gaining competitive advantage in the marketplace.
Cont..

Market segmentation:- It is the process of dividing
market into different segments based on the needs and
wants of the customer.
Cont..

Marketing objective
• There are various marketing objectives are as follows:-
• Increasing sales of Coca-cola
• Increasing brand name
Marketing Plan

Marketing strategy
Coca cola is using STP strategy to promote its product in
the market
Segmentation, Targeting and Positioning

Situational analysis
It includes Swot analysis of Coca cola

Allocation of resources
In Coca cola resources can be allocated by making
budget for future course of action.
Market research £ 2000
Advertising £ 1200
Marketing Recruitment £ 4000
Social Media marketing £ 2000
Other expenses £ 20000

Evaluation tools used in marketing plan
Sales analysis:- key performance indicator is being used to
evaluate the sales analysis in Coca cola company.
Market Share:- Stock exchange is being use to evaluate sales
in the company.
Efficiency ratio and cost profitability ratio:- Ratio can be
analysed by evaluating assets and liabilities of the
company.

Books and Journal
Chernev, A., 2015. The marketing plan handbook. Cerebellum Press.
Kotler, P., Bowen, J.T., Makens, J. and Baloglu, S., 2017. Marketing for
hospitality and tourism.
Jarach, D., 2017. Airport marketing: Strategies to cope with the new millennium
environment. Routledge.
Paley, N., 2017. How to Develop a Strategic Marketing Plan: A step-by-step
guide. Routledge.
Williams, K.L., 2017. A Social Marketing Plan for 7hills Homeless Center.
References

Fine, S.H., 2017. Marketing the public sector: Promoting
the causes of public and nonprofit agencies. Routledge.
Siguaw, J.A. and Simpson, P.M., 2015. A marketing plan
for marketing instruction: A satirical look at student
comments. In Creating and Delivering Value in
Marketing (pp. 129-133). Springer, Cham.