Fundamentals of Marketing: Coca-Cola New Product Marketing Plan
VerifiedAdded on 2023/06/04
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AI Summary
This assignment presents a comprehensive marketing plan for a new fruit-based variant of Coca-Cola. The plan begins with an introduction highlighting the importance of marketing strategies for flagship brands like Coca-Cola, which is worth billions of dollars. The study then explores the company's vision and mission, emphasizing its focus on sustainable growth, refreshment, positive consumer experiences, and stakeholder value. A detailed marketing audit is conducted, analyzing Coca-Cola's competitive landscape, including its internal and external competition with PepsiCo and other Coca-Cola products. The marketing objectives are defined, focusing on revenue generation, brand differentiation, and profit maximization, supported by the Ansoff matrix. The high-level marketing plan outlines the target customer segment, product positioning, and the marketing mix (product, pricing, place, and promotion), including strategies for social media and media platforms. The launch of the IMC is presented to show the meeting of the stakeholders and the launch of the product.
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