Marketing Plan for Coca Cola: Fruit Flavoured Drink

This document discusses the marketing plan for Coca Cola's new fruit flavoured drink, including objectives, SWOT analysis, STP strategies, and financial budget. The plan aims to increase market presence and satisfy customer needs.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
P3. Marketing Mix and the comparison of two companies. .....................................................3
P4. Marketing plan of Coca Cola company. ..............................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the process of building relationships with customers and satisfy them by
offering different and unique goods. It is important for every organisation to analyse the needs
and taste of customer then develop the product as per their requirement. It is basically promoting
and communicating offering to customer in order to get attention as well as increase sale. In this
current report, Coca Cola is chosen as a base company (Pike, 2015). The company deals in
manufacturing of soft drinks and renowned as one of the largest beverage company in the world.
The company head office is in United States and founded in year 1886. The company has a huge
market share and presence in more than 200 countries globally. The report covers 7Ps of marting
in order to achieve business objective. With this, the comparison is taking place with other
company considering market mix. Later, the marketing plan is develop and analyse for the
company.
P3. Marketing Mix and the comparison of two companies.
Marketing mix is a tool which is used by an organisation to promote its offering in the
market. This tactics also helps company to attract large audience and attain objectives on time.
The marketing mix consist of seven factors which impacts on the working of the organisation as
well as on customers also. The 7Ps of marketing are place, price, product, process, people,
promotion and physical evidence as well. These formula assist companies to analyse the key
components which affect on their products as well as services.
Coca-Cola: It is a multinational company that deals in retailing and manufacturing of
beverages or soft drinks. The company has a wide presence in market and it products are Fanta,
Sprite, Maaza, Coke, Kinley, Sprite, Diet Coke and many more (Baker and Magnini, 2016). The
company was propose by John Stith in year 1886 and now operates in an around 200 countries.
Objectives of Coca-Cola: The objectives of Coca-Cola are as follows:
 To be renowned as an organisation who conduct business ethically and achieve
sustainable growth in order to remain in future.
 To gain more and more customers and earn high profit.
It is essential for company to improve their products as per customers needs so that they can
achieve objectives effectively and satisfy customer. With this, the company can reach to
maximum population which in turn increases sales and market position of Coca Cola. In order to

compete with rivals and gain success in market it is necessary to bring innovation in products in
the market. The major competitor of company is Pepsi. Herein, the comparison of Coca-Cola
with Pepsi has made with considering 7Ps of marketing which are as follows:
Marketing Mix Coca- cola Pepsi
Product The company has portfolio of
more than 500 brands and it
offers greater than 3,800
choices to customers. The
main product of the company
is Coca cola through which
company earns high profit.
The other products are Sprite,
Fanta, Ciel, Diet Coke, Minute
Maid, Fresca, Powerade and
many more.
The company is dealing in
beverages and snacks. The soft
drinks are Mountain Dew,
Tropicana, Aquafina water,
Quencher, Sierra Mist and so
on. The snacks offered to
customer are Lays, Doritos,
Fritos chips, Ruffle chips,
Tostitos and many more. The
company is now planning to
offer Baked snacks in market
which contain more nutrients.
Price The company offers average
price so that they can reach to
large population. Coca Cola
strategy is to build brand
loyalty in the market by
offering good quality of drinks
at minimal price(Baker and
Saren, 2016). The company
setting its price as per the
competitor price so that its
customer cannot shift to other
brands. In addition to this, the
company change its prices as
The company has pressure to
cut down its prices of products
in order to maintain its
relationship with low price
offering company Wal-Mart.
The company tries to cut down
its prices by reducing overhead
cost and by recycling plastic
bottles.

per seasons also. It increase its
price in summers as its prices
is lower in winters.
Place Coca-Cola distribution system
is string as its product is
available on an around 200
countries. The product of Coca
-Cola is easily available in
restaurants, grocery stores,
cinema halls, street vendors,
parks and many more places.
The company have vending
partners who reach its products
to urban and rural areas.
The company earned more
than 50% of revenue from
United State. The company has
high presence in China and
India as well. Pepsi also
acquire Juice company of
Russia in order to increase its
presence globally.
Promotion Coca Cola uses both modern
as well as traditional channels
to aware and promote its
products. The company uses
social media , direct selling,
television,public relations and
many more channels to
increase and aware
customers(Bünte, 2018). The
company have social account
on which they can connect
with its followers and engage
them for longer period. In
addition to this, there are
approximately 1200
promotional videos on its
The company has effective
promotional strategies and uses
different communication
channels to promote its product
at international level. In order
to increases sale the company
gives points to customer while
purchasing its product and the
customer can use this points in
purchasing of other products
from Amazon. In addition to
this, the company also conduct
campaigns and gives many
offers to customers in order to
get attention and raise the level
of sales.

YouTube channel.
Process Coca Cola used refreshing
flavour in manufacturing of
beverages. The company
packaging is attractive that
increases its sales and band
awareness. With this, it is
available on various sizes
which is easy for customer to
consume.
Pepsi plan to add some natural
favours in order to increases
fibre and grain content in Lays.
The company used new
technology in manufacturing
of carbonated drinks so that
their cost can be decline and
profitability increases. The
company has big plants and
can produce more than 1000
cans in a minute.
Physical Evidence The company heavily invest
on digitalization and have their
official website. It attains
managers to know the
requirements and preference of
customers. The company is
serving its product to more
than 1.7 billion people in a
day(Eng, 2017).
The company has its own
website which provide
information to customer about
the company history and about
its manufacturing process. The
company promote sustainable
packaging and follows a
philosophy to recycle and
reuse its bottles.
People The employees of Coca Cola is
highly talented and skilled.
The manager influence
employees and appreciate
them with rewarding system as
per their performance. In
addition to this, it gives
monetary & non monetary
benefits to staff members. The
The company is famous as “
best company for women”.
The company has achieved
award of “ workplace
excellence” in National
Summit. Pepsi provides a good
environment to its employees
that make them feel valued and
important part of company.

performance of company is
measured on the basis of seven
factors that is relationship,
growth, leadership, innovation,
CSR, management and people
development as well(Gillespie,
2015).
P4. Marketing plan of Coca Cola company.
The blueprint if each and every activity which is going to conduct to achieve goals on
time is refer as marketing plan. It can be in any form such as diagrammatically or theoretically.
In addition to this, it is also a study of strategies which the organisation will follow in future or to
effectively fulfil new plan.
It also involves current market position and a description of marketing mix. Marketing
plan also includes planning and promotion of its new product in the target market. With this, it
also involves budget, financial statements, sales forecast, action programs, strategies and many
more(Haywood, 2019). The analysis and examination of weaknesses and strength of an
organisation is also the part of marketing plan.
Executive Summary: Coca Cola is an multinational and leading company deals on non
carbonated and carbonated drinks. The company have more than 1200 brands worldwide and has
cover large market share in these industry. In order to increase its presence strong in the market,
the company is came up with an idea of producing “ fruit flavoured drink”. To highly position
this product in market, Coca cola develop marketing plan which are as follows:
Mission
The mission statement of Coca Cola is “ “ To offer drinks which refresh body of people
and to develop sustainable business which improves people lives and planet”.
Vision
The vision of company is “ To provide a great place for work and to offer a portfolio of
drinks which satisfy needs of customers”.
Objectives
The objective of Coca Cola to bring new taste in market is:

 To be renowned as an organisation who conduct business ethically and achieve
sustainable growth in order to remain in future.
 To gain more customers by offering quality drinks and gain high profit.
Segmentation, Targeting and Positioning (STP) strategies:
STP is a tool that helps company to launch new product in market effectively and satisfy
requirement of customers. The STP process of Coca Cola is as follows:
Segmentation: Herein, the company divide the overall market into different segments or
in smaller parts. The manager of the Coca Cola decide to launch its new drink in USA and other
cities.
Targeting : In this, the company decide its target market and divide segments as per
demographics such as income level, education, age, status and so on(Lane, 2016). In context to
Coca Cola, the manager of the decide to target young people and people who belongs from age
15 to 30.
Positioning: It is to create a positive mindset of customers regarding new product of a
company. With reference to Coca Cola, the upper level authorities position its new product as “
fresh flavoured drink which is made of fruits”.
SWOT Analysis
A framework which aid organisation to know its weaknesses , threats, opportunities and
strengths as well. The SWOT analysis of Coca Cola is mentioned below:
Strengths Weaknesses
 The company is leading as best selling
drink in the world. Thus, the market
share of the company is high.
 The sales and distribution channel of
company is strong as its presence is in
greater than 200 countries which leads
to increase in sales as well as profit.
 The company has only deal in
beverages as its biggest competitor
Pepsi offers both drinks and snacks in
the market.
 Its drink consist of sugar, people
sometime change their buying
behaviour with a fear of Diabetes &
obesity which decline its sales level.
Opportunities Threats
 Coca Cola has the opportunity to  People claim that company uses plastic

launch its food product in market and
gain more share of market.
 The company can invest and focus in
producing health drinks so as to satisfy
the present needs of customer and
enhance sales(McDougall, 2019).
bottles which harm the people and
society.
 The biggest competitor Pepsi declines
its sales and market position of the
company.
MARKETING BUDGET (£)
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial amount 4000 7300 11200 15160 18970
Investment 7300 9500 24830 30630 14550
TOTAL 11300 16800 36030 45790 33520
MARKETING OUTLAY
Promotion 3746 1359 4593 1875 1211
Sales publicity 1365 900 2452 1492 950
Direct selling 3235 1700 4651 1000 5434
TOTAL 8346 3959 11896 4467 6405
Monitoring & Controlling
The company need to control all the activities which take place in the organisation so that
new plan can be execute in the market successfully. It is significant to monitor the performance
of employees as per the set standard (Perreault, 2018). With reference to Coca Cola, the manager
of company uses software to check and monitor the activities or performance of employees. In
addition to this, there is a team in company who control overall operations and make a report of
it. This assist them to attain goals within stipulated time.
Coca Cola is planning to launch its fruit flavour drink which help company to increase its
presence in market. For this, market plan is develop and evaluate which consist of objectives,
vision and mission as well. Financial budget is also develop so that activities can be

appropriately performed. SWOT analysis & STP framework is also used by managers to create
effective marketing plan.
CONCLUSION
By analysing above study, it has been stated that marketing is the key of every business
success and survival. The company sales, profitability, revenue,market position, market share
and so on are totally depend on how effective marketing a company did to attract its customers
and to offer unique services at marketplace. Marketing mix which involves 7Ps help companies
to analyse customer needs and develop effective strategies to raise sales and build positive brand
image in mind of users. Marketing plan is evaluated and developed in order to ensure that
objectives of a project is achieved and can be attained with in time frame. In addition to this,
SWOT analysis framework identifies the strength & weaknesses of a company so that they can
improve it and develop high market share.

REFERENCES
Books&Journals
Pike, S., 2015. Destination marketing: essentials. Routledge.
Baker, M. A. and Magnini, V. P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management.28(8). pp.1510-1534.
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Bünte, C., 2018. Künstliche Intelligenz–die Zukunft des Marketing: Ein praktischer Leitfaden für
Marketing-Manager. Springer-Verlag.
Eng, P., 2017. Erste Schritte im Online-Marketing. Suchmaschinen-Content-Soziale Medien,
Wiesbaden.
Gillespie, K., 2015. Global marketing. Routledge.
Haywood, M., 2019. Brand essentials. Professional Beauty, (Mar/Apr 2019), p.78.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer
branding. Handbook of Human Resources Management. pp.23-52.
McDougall, P. K. G. H.,2019. Marketing Essentials.
Perreault, W. D., 2018. Essentials of marketing. New York: Mc Graw Hill.