Marketing Report: Coca-Cola's Strategy for a New Health Drink

This report examines Coca-Cola's marketing strategies for the launch of a new health-focused product. It begins with an introduction to marketing and its role in building brand value, specifically within the context of Coca-Cola. The main body provides background information on the organization, including its vision and mission, and then justifies the launch of the new product based on market trends and consumer preferences for healthier options. The report then delves into the tactical decisions concerning the marketing mix (product, price, place, and promotion), including segmentation, targeting, positioning (STP), and competitive analysis, particularly in relation to Pepsi. The conclusion summarizes the key findings, emphasizing the importance of marketing in successfully introducing new products. The report also includes references to support the analysis and findings.

Marketing

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Background of organisation...................................................................................................3
Justification to launch new product........................................................................................3
Tactical decisions with implement of marketing mix............................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is a process that is used for generating interest of potential customers as well
as stakeholders for improving brand value of organisation. This report is written from
perspective of Coca-cola which implements marketing to promote, sell and distribute
organisational products in appropriate manner (Bellin, 2016). Moreover, report highlights on
new product and implement of marketing mix for organisation.
MAIN BODY
Background of organisation
The drink Coca-cola was started to operate its business in the year 1886 in a chemical
organisation and start its business to work as per Coca-cola trademark. This is also used by
management for managing work in an appropriate manner to boost economic health in an
organisation. Vision of respective organisation is to gain sustainable advantage in market which
also makes difference in individual lives, communities and planet. The existing Mission of
Coca-cola is to introduce new drink that is used to deal with new challenges which boost area in
health segment by launching vitamin filled products.
Justification to launch new product
With the analysis of organisational objectives and existing market conditions it is identified
that most of the business and buyers are focused to consume healthy products that boost energy,
immunity and not high in sugar. This is used by Coca-cola to complete work according to
decided strategy of research department that is to launch healthy products. Along with Pepsi and
other local manufactures are also focused to attract individuals through launching sugar free
products (Çal and Adams, 2014). So to achieve vision of Coca-cola that is related with
sustainability management is focused towards launch of new health vitamin filled drink for
competing with rivals.
Tactical decisions with implement of marketing mix
Product- The product portfolio that is managed by Coca-cola is too large and still
management is focused to complete work through controlling more than 500 sparkling products.
Moreover, as per current market conditions the launch of new product which is related with
health products for enhancing customer base. STP in context of Coca-cola is mention as below:

 Segmentation- It is the first step that is related with organisation the segmented market
area for health drink is to attract all customers.
 Targeting- The target market area selected by Coca-cola is to attract sport persons and
professional individuals such as doctors. It increase sale of product and also aids
organisation to enter into niche market of health industry by selling of vitamin products.
 Positioning- As product is already launched according to customer demand so it is make
positive perception among customers. Further, organisation generates positive positioning
with help of demonstrating healthy drink on packaging to attract more customers.
Price- Pepsis is the rival organisation that is competing with coca-cola on each product and it
is the nearest rival that is impacting on each area for organisation (Davari and Strutton, 2014).
With this two brands management is facing areas so it is not fight with price strategy. Moreover,
management is focused to launch new product according to areas that is focused on making areas
through implementing price penetration strategy for fulfil of new product. It results this is easy
for management to make better technique to generate more sale of drinks. With this management
of Coca-cola also control price of products with manufacturing product at mass level.
Place: As coca cola has been come with the new advancement in terms of health drink with
the mix of vitamins and in order to attract the larger number of customer it is more needed that
the company must have choose the place that is more likely and from which the more peoples
attraction will get grabbed. In this Coca cola has been chosen the place as from where they get
target the maximum customer and chooses the place or location that is more likely and get
acceptable by most of the people. The appropriate channel will get selected as from where the
maximum members will get connected by which the product get supplied through the better
medium and the product will get the easy accessibility of the new product. In this Coca cola
chosen the central part or the location that is more in reach with the supplier by which it is easy
to get circulate the product more and more in the market and cover the absolute market to
maintain the different level of services so as to manage the logistics as well (PADHY and
VISHNOI, 2015). It is more vital because it is needed that the company must get chose the place
as from where they could connect with wider aspect and due to this more awareness will get
generated and that is in the favour of sales generation.
Promotion: It is the factor as from which the promotional activities will get personalised as
by which the better and effective channel will get selected to attract the targeted customers in

efficient manner. As Coca Cola is the more recognised brand and under this they could post the
new product at their Google page and by this they will continuously update the different essential
information under which easiest marketing will get performed. In addition the Coca cola must
have offer the exclusive preview to their loyal customers and that is more associated with the pre
launch invitation to the customer and it helps to keep attract the customer for longest period of
time (Venkatesan and et. al., 2015). The company must have performed the social media contest
and under this fun and easy contest has been conducted and act as the campaign and helps to
connect with more people. It helps to make the flexible and smooth promotion under which more
of the adequate information will get provided about the product and customer will also get allied
in modest terms by which it is easy for the new product to get maintain better survival in the
competitive market.
CONCLUSION
With the above information it is concluded that marketing plays an important role for
introducing better products and services in the market. Vision, Mission and strategy of
organisation are also developed for introducing new products that leads to make better areas to
introduce products in new market. In the last, marketing mix is included in this report for
introducing product properly.

REFERENCES
Books and Journal
Bellin, H., 2016. Branding and marketing channel strategies: Some effects on channel
partners. Journal of Marketing Channels, 23(4), pp.255-257.
Çal, B. and Adams, R., 2014. The effect of hedonistic and utilitarian consumer behavior on
brand equity: Turkey–UK comparison on Coca Cola. Procedia-Social and Behavioral
Sciences, 150, pp.475-484.
Davari, A. and Strutton, D., 2014. Marketing mix strategies for closing the gap between green
consumers' pro-environmental beliefs and behaviors. Journal of Strategic
Marketing, 22(7), pp.563-586.
PADHY, N. and VISHNOI, P., 2015. GREEN MARKETING MIX AND SUSTAINABLE
DEVELOPMENT. CLEAR International Journal of Research in Commerce &
Management, 6(7).
Venkatesan, R and et. al., 2015. Consumer brand marketing through full-and self-service
channels in an emerging economy. Journal of Retailing, 91(4), pp.644-659.