Comprehensive Marketing Plan for Coca-Cola: Strategies and Analysis

This report presents a comprehensive marketing plan for Coca-Cola, a leading global beverage manufacturer. It begins with Coca-Cola's mission statement, emphasizing refreshing and inspiring moments, and summarizes the company's business performance, highlighting financial data and market growth. The plan includes a financial projection, assumptions about market growth, and an industry-level analysis identifying competitors such as Pepsi Co and Red Bull. Market segmentation strategies target adults over 20 with specific tastes. The portfolio summary assesses market attractiveness and competitive positioning, focusing on factors like youth appeal, taste, cost, and consumer needs. Critical success factors are identified for each segment, and a directional policy matrix guides investment decisions. The report concludes by linking marketing objectives to strategic goals, providing a thorough roadmap for Coca-Cola's continued market leadership. Desklib offers similar solved assignments and past papers for students.

INDIVIDUAL
MARKETING
PLAN

Table of Contents
INTRODUCTION...........................................................................................................................3
Mission statement........................................................................................................................3
Summary of business performance.............................................................................................3
Assumptions................................................................................................................................8
Industry level analysis.................................................................................................................9
Market segmentation.................................................................................................................10
PORTFOLIO SUMMARY.......................................................................................................10
CRITICAL SUCCESS FACTORS...........................................................................................11
Portfolio Summary ...................................................................................................................13
Objectives and strategies ..........................................................................................................14
Link to the strategic objectives ................................................................................................15
CONCLUSION .............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
The report aims to present marketing plan for coca-cola company. Marketing is the foremost
function and an effective area to gain success in the market. It helps in analysing competition and
take necessary actions to deal with them. The organisation is required to take effective decisions
for product, price, place and promotional. Marketing plan is a procedure which helps in driving it
the strategies that can be helpful to attain competitive edge into market. This report is going to
carry out marketing plan for Coca-Cola company. It is one of the finest and global manufacturer
of coca-cola drink. The company was first established in 1886 in United States. The company
sells varieties of drinks which give a refreshing taste and flavour in all over the market
(Drummond, O'Toole, and McGrath, 2020). The company has great market reputation as it
sells the best formula for their drinks. It believes in bringing necessary change and innovation by
launching in varieties such as Diet coke, zero sugar Coca-cola and many more flavours in it. The
company has effective and attractive marketing strategies as they always represent its drinks by
giving it a unique tag line. The report is going to present mission, vision, strategies, financial
data , competitors analysis and analysation of overall expansion of company.
Mission statement
Coca – Cola: to give refreshing and inspiring moments to the world in mind, body, spirit and
happiness.
The world most reputed brand has its mission to enable a refreshing taste to consume in
all occasion and at anytime, anywhere. Their aim is to established a global brand name by
launching coke in every flavour and for all the kinds of customer choices. Coca-cola has its
mission to come up with new product through its existing formula in order to gain the customer
trust and engagement back. The company is tend to implement all the sustainable practices to
keep the quality is on top of their competitor list.
Summary of business performance
Coca-cola is the leading organisation in retail sector. The company has maintained its
growth in all over the world but face some issues due to making regular changes in the product.
Coca-cola was known for its most existing and refreshing flavour which give the through
competition into market (Gregoric and et.al., 2021). The company address and deal with many
global issues such in labour laws, sustainable development and product. The company has attain

revenue of $8997 million in 2020 as per the financial report of the company. It shows that the
company have took rise by $1.79 per share.
Financial performance of three years of the Coca-Cola is:
Year ended Turnover (£ M) Profit before tax (£ M) Net profit (£ M) Basic eps (p)
28 March 2020 $6057 9770 1.95 1.3
30 March 2019 7058 10409 2.11 2.1
31 March 2018 7099 9886 2.08 1.6
The company has took growth in the recent situation of market as it involved much new
changes about health protocols of the society (Kraus, Kraus, and Osetskyi, 2020). Also, the
company needs to attain more sustainability standards which is necessary to keep the growth in
future market.
Financial projection
The financial program of the Coca Cole is to represent the financial dealings and
presentation of the business there by measuring the assets, equity and liabilities of the business.
Budget

Income statement

Cash Flow projection

Financial position (Balance sheet)

Assumptions
The marketing plan is basically rely on the growth of new goods that is an effective and potential
that are suitable for individuals. It will also be advantageous for the managerial situation. The
target market of Coca Cola are basically for adults and as all the drinks are created with
appropriate terms (Amalia, Widyakto, and NSS, 2021). The another is classification of the
challengers that will be supportable in identifying the diverse tactics that has to be undertake by
the business.

Industry level analysis
Framework for competitor identification
Vertical differentiators/ Vertical
Substitutors
Pepsi Co, Red Bull
IV
Direct rivals/ Substitutors
Fanta, Sprite
I
III
Weak competitor/ Non-competitor
Mountain Dew, Dr Pepper
II
Potential direct rivals/ Latent
Substitutors
Diet Pepsi, Nestle
Low High
Capability Equivalence
Vertical differentiators - Pepsi Co – This management functions in various diverse fields that involves the
divisions in which they offer the drinks related goods to their customers (Benedek,
2021). As the main cause in which they are deficient is the multinational presence of the
nation as due to which they face the inconsistent profits. Red Bull - They offers the specific and most variety of flavours through which they have
an effective trade of dealings. The drink that they offers to consumers is unique because
of which they create the distinction of their business in the field of marketplace.
Direct rivals - Fanta – They offers an effective and efficient brands to their customer that covers unique
design of their products that makes them highly recommended in the field of
marketplace. They are performing for diverse sustainability operations in which they
create the engagement of corporate social responsibilities (Cairns, 2021). They are now
performing with several divisions in an effective and efficient manner.

 Sprite - It is also an international brand that gives direct challenge to various brands. It is
the direct challenger in the UK where they have try to overtake various business in last
few years. They offers unique sort of drinking flavours to their customers.
Weak competitors - Mountain Dew – It is a brand that offers several sort of goods that are needed by the
customers. It has made the enlargement in various fields of the marketplace but still they
are termed to be the weakest compared to another covering the existence of the business
in limited field of area (Camilleri, ed., 2021). Dr Pepper – By evaluating the management of the business then the work of it is not high
as compare with that of another challengers in the present field of marketplace.
Potential direct rivals - Diet Pepsi - It is an online retail business that functions in various sectors that was
functioning the management in an autonomous manner in which they have now
developed its company in 162 locations as across to the nation. It has experienced the
issue of business difficulty but they are dealing up with it by diverse tactics.
 Nestle - It is a an effective brand that have around more than hundreds of linking and the
turnover that is also immense of this business. But they have to endure the issues of low
border as because of the discounts.
Market segmentation
Market segmentation is the procedure the section with the same aspects of the
individuals. The business utilise the demographical segmentation in which it creates the section
of those individual who are above the age of 20 who have good taste in it. It is the basic cause
why they develop the target of individual only to those particular individual (DELISLE, 2021).
They will also concentrates on the group of personality who are same in their orientation and the
reason for that they are creating the same sort of goods than the demands of those goods that
might also be terms of their customers.
PORTFOLIO SUMMARY
Market attractiveness is the procedure that are utilised as per to an efficient analysis of
the chances for the market to provide the management with an effective acknowledgement of
various components that are present in the market with the purpose of measuring the
development rate and market size and it might also undertake the external factors like access to

the products, managerial skill and global challenge. As there are broad term of the division in
terms of the goods that is provided by Coca Cola and the goods that are comfortable and
biodegradable packaging (Doshi, Ranganathan, and Rao, 2021). As on the other hand, the
management require to follow the division of their consumer in diverse way that involves income
rate, age, behavioural, lifestyle and geographical factor. By this, management undertake the
competitive position and market attractiveness in terms of managing, sustainability and so on.
Market attractiveness
factors
Weighting Score per product-market
P-M1 P-M2 P-M3 P-M4
S W S W S W S W
Youngsters 20 8 1.6 7 1.4 7 1.4 7 1.
4
taste 30 6 1.8 5 1.5 5 1.5 5 1.
5
Cost focus 20 7 1.4 7 1.4 5 1 9 1.
8
Consumer needs and
preference
30 9 2.7 8 2.4 9 2.7 7 2.
1
Total 100 32 7.5 27 6.7 26 6.6 28 6.
8
CRITICAL SUCCESS FACTORS
Critical success factor is termed as the managerial term that are essential for the
management to accomplishing success and attaining managerial mission and aims. Management
should aware of such critical success factors and dynamical changes in these factors for
accomplishing success in competitive business situation.

For youngsters
Critical Success factors Weighting Score per product-market
Pepsi Co Red Bull Mountain
Dew
Nestle
S W S W S W S W
More flavours 20 7 1.4 8 1.6 5 1 8 1.6
Home delivery 30 6 1.8 5 1.5 9 2.7 5 1.5
Food and drinks 20 7 1.4 7 1.4 5 1 9 1.8
Affordability 30 8 2.4 9 2.7 6 1.8 6 1.8
Total 100 28 7 29 7.2 25 6.5 28 6.7
For taste
Critical Success factors Weighting Score per product-market
Pepsi Co Red Bull Mountain
Dew
Nestle
S W S W S W S W
Timely update of new
stock
30 5 1.5 7 2.1 8 2.4 5 1.5
More addition of
flavours
30 6 1.8 6 1.8 5 1.5 5 1.5
Taste 20 7 1.4 7 1.4 6 1.2 4 0.8
Quality 20 7 1.4 9 2.7 9 1.8 7 1.4
Total 100 25 6.1 29 8 28 6.9 21 5.2
For Cost focus
Critical Success factors Weighting Score per product-market
Pepsi Co Red Bull Mountain
Dew
Nestle
S W S W S W S W
Affordable 30 9 2.7 9 2.7 6 1.8 9 2.7