Marketing Essentials P4: Developing Coco-Cola's Marketing Plan

This report outlines a comprehensive marketing plan for Coco-Cola's new biscuit product. It begins with an executive summary, mission, and vision statements, followed by specific objectives for sales, market share, and customer growth. A detailed SWOT analysis identifies strengths, weaknesses, opportunities, and threats. The marketing mix strategy (7Ps) covers product, price, place, promotion, process, physical evidence, and people. The report then delves into STP (Segmentation, Targeting, Positioning) strategies, focusing on demographic segmentation and targeting young adults. A budget breakdown allocates resources for production, distribution, promotion, and other variables. The report concludes with monitoring and controlling measures, emphasizing quality control and automation. The marketing plan aims to track sales, target teenagers, and position Coco-Cola as a leading brand in the biscuit market. References to academic sources support the marketing strategies discussed.

MARKETING ESSENTIALS
P4

P4 Develop a basic marketing plan
■ Executive Summary- Coco-cola is h high British multinational company to provide
soft drinks in different flavours like coke, sprite. But to have more productivity it is
planning to launch a new product called “Coco-cola Biscuits”.
■ Mission- Coco-cola seems to have more productivity of their products. Its short term
vision is to increase market share and aware more and more people about their products
and fulfil customer needs and demands.
■ Vision- Coco-cola step by step growing and setting network worldwide. Its long term
vision is to have sustainable growth and longer productivity. Its aim to increase trust
within public that their products are safe to use.

CONTINUE….
Objectives-
■ To increase sale of products by 20% by the end of year 2019.
■ To increase market share by 15% by the end of year 2019.
■ To increase customers by 30% by the end of year 2019.

CONTINUE….
■ SWOT analysis of Coco-cola
Strength Weakness Threats Opportunities
 It has different unique identity
among other brands.
 It has strong trust of customers
related to quality.
 It has presence all over the world
and has effective distribution
network.
 It has strong infrastructure and
other structural changes.
 Other competitive brand like pepsi
also present same favoured soft
drink.
 Health conscious people do not
prefer to have carbonated
beverages.
 Reduction in consumer demands of
beverages.
 Competition increases from other
favourable global brands.
 Demand increases of having
organic healthy energy drinks.
 It has opportunity to make a partner
to increase network of distribution
worldwide effectively.

CONTINUE….
Marketing mix strategy-
■ Marketing mix strategy is a process with techniques to guide customers about better
goods and services.
■ It helps to increase market share of organisation which lead to target its business
objectives.
■ It helps to choose right network for distributing goods or services to satisfy customers in
terms of their need, expectation and demand.
■ There are 7P's of marketing mix which are explained below:

CONTINUE….
■ Product- By launching new product called Coco-cola biscuits gives an additional point for coco-cola to have
productivity in biscuit market as well.
■ Price- Skimming price strategy is used by Coco-cola to set price of products. As a new product Coco-cola biscuits
have price according to competitive market analysis.
■ Place- Coco-cola uses direct selling distribution network to sell coco-cola biscuits to people. It helps to take feedback
from them easily and at instant.
■ Promotion- Coco-cola uses social media marketing to advertise Coco-cola biscuit as this is in current trend and fastest
way to aware public about the product.
■ Process- Coco-cola uses automation techniques to manufacture products in effective and efficient manner. This will
bring biscuits in good quality and in same proportion.
■ Physical evidence – Packaging of biscuits will be held so that it gathers attention of customers from at distant as well.
■ People- Skilled employees will be selected for effective marketing of Coco-cola biscuits. They will focus on face to
face selling so that interest toward product will know to employees at same instant.

CONTINUE….
STP
■ STP stands for Segmentation, Targeting, Positioning.
■ Coco-cola uses demographic segmentation to promote marketing as it is based on age
group. It has been analysed that young adults and teenagers are mostly soft drink
consumers.
■ So to promote Coco-biscuits, It targets again teenagers to avail their product so that
popularity among public increases fastly.
■ Coco-cola wants to positioned as one of top favourable brands in biscuits and wants to
gain trust of customers for lifelong in terms of quality and quantity.

CONTINUE….
■ BUDGET- Coco-cola planned a budget of £150.00 for coco-cola biscuits.
Production £30.00
Distribution £30.00
Promotion £40.00
Rent £20.00
Other variables £30.00
Total £150.00

CONTINUE….
Monitoring and controlling-
■ To manufacture Coco-cola biscuits, it needs monitoring over quality of ingredients that
used for making biscuits. The material that used for baking biscuits check by quality
analyst first and then further proceed to production unit.
■ It is also a responsibility of quality analyst to maintain percentage of sugar, fat,
carbohydrates, cholesterol so that health conscious people also thinks to have their
product. It increases chances of being unique in all favourable competitive brands.
■ These all over controlling of process is done automatically through industrial
automation techniques due to which whole process can be controlled on over control
panel only and to detect the fault becomes easier.

M4 Marketing plan of Coco Cola
■ The marketing plan will help company to track down their sales and target that is been
set in initial time and then monitoring it in proper terms.
■ The marketing plan is having specified aim as company want to introduce Coco-cola
Biscuits into market which their target will be teenagers.
■ For them it is very much important that company is tracking marketing plan so that
results could be generated according to plan only.

REFERENCES
■ Dietrich, T., 2017. Segmentation in Social Marketing: Five Steps to Success.
In Segmentation in Social Marketing (pp. 77-92). Springer, Singapore.
■ Du, F. and et.al., 2018, April. Interactive campaign planning for marketing analysts.
In Extended Abstracts of the 2018 CHI Conference on Human Factors in Computing
Systems (p. LBW006). ACM.
■ East, R. and et.al., 2016. Consumer behaviour: Applications in marketing. Sage.
■ Garg, S.A. and et.al., 2016. DIRECT AND INDIRECT EFFECTS OF MARKETING
MIX ELEMENTS ON SATISFACTION. Academy of Marketing Studies Journal, 20(1).