Coca Cola Marketing Plan: Principles of Marketing Report MS4LC41O

This report provides a detailed analysis of Coca Cola's marketing strategies. It begins with an overview of the marketing mix (product, price, place, promotion), followed by a BCG matrix analysis to evaluate product portfolio performance. The report then explores marketing development strategies using the Ansoff matrix, including market penetration, market development, product development, and diversification. Furthermore, it examines the customer-driven strategy (STPD) encompassing segmentation, targeting, positioning, and differentiation. The report concludes with recommendations for Coca Cola to enhance its marketing effectiveness and maintain its competitive edge in the global market. Desklib offers a variety of solved assignments and past papers for students.

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Table of Contents
INTRODUCTION................................................................................................................................3
Objectives of the marketing plan.....................................................................................................3
Marketing Mix......................................................................................................................................3
Product:............................................................................................................................................3
Price:................................................................................................................................................3
Place:................................................................................................................................................4
Promotion:.......................................................................................................................................4
Marketing analysis BCG......................................................................................................................4
Marketing developing Strategies with Ansoff Matrix..........................................................................5
Customer Driven Strategy (STPD).......................................................................................................6
Segmentation...................................................................................................................................6
Targetting.........................................................................................................................................6
Positioning.......................................................................................................................................6
Differentiation..................................................................................................................................7
CONCLUSION....................................................................................................................................7
REFERENCES.....................................................................................................................................7

INTRODUCTION
Marketing function is known to be one of the most crucial function of the business that
assist in advertisement as well as promotion of the brand as well as product or services offered by
the commercial businesses. For example initial importance of the marketing departments is to
enhance the level of sales of their products which they offer in the market area together with
increasing the awareness as well as information about the brand (Campbell-Sills, and et.al., 2022).
The following report is based on the organization Coca Cola which is one of the international
organization of soft drink. The following report will cover about essential elements as well as
aspects that influence on the practices of marketing of the specific company. In addition to it it will
also involves marketing makes in order to offer the information regarding the same.
Objectives of the marketing plan
 To offer exact audit of marketing mix with the suitable techniques as well as
recommendation.
 In order to conduct portfolio of the product evaluation with the assistance of BCG matrix.
 In order to recommend a suitable strategy of marketing development with the assistance of
environmental variation from the early presentation as well as the product strategy and
marketing from the current situation.
Marketing Mix
This is evaluated that framework of marketing that is utilised in this report in accordance to
understand and examine several techniques which can be considered by the particular commercial
businesses with the am to the several elements. The framework of marketing mix is described below
in brief of the respective organization.
Product:
Being one of the leading organization of soft drink in the entire world respective Business
Company is functioning at the major as well as bigger scale functions and the practices with huge
investments onto their products. In addition to it Coca Cola basically offers a basic platform for the
consumer in order to make them buy the product from the small shop to the big super markets
(Goldfarb, Tucker, and Wang, 2022). The company is selling Different size of soft drink in which
they are also using can as well. In addition to it company is also offering Diet Coke to there
consumers who are basically sugar and diet conscious in different sizes. Moreover to this the
respective organization is focused in offering their consumer with the range of sizes as well as
quality product in order to make their consumer best loyal towards the company which can assist
the organization in accomplishing success for the long period of time in the market area.

Price:
As the outcome of the common goods which are sold by the respective organization the company is
utilizing competitive pricing strategy in accordance to work in extremely hi competitive
environment of the business. For example this commonly considered minimum price for the code in
accordance to survive in this type of market area with having low margins of the profit in the selling
of the good. Management of the also sales they are goods in the whole sales which shoes and assist
the organization in minimising the prices of the products in comparison to selling the good to the
individual (Guirguis-Blake, and et.al., 2022). In addition to it this strategy of the pricing will assist
the organization in attracting large number of the consumer base in order to make them by the code
which are offered by the business company and it also helps them in retaining their current base of
consumers.
Place:
This element of the marketing mix has the major role in taking several decision for appropriate
practices of the marketing which needs to be carried out in the market area of the company. In
addition to it this factor of the marketing makes consist of taking the decision about the placing of
the products off which are offered by the company in order to make the consumer directly see and
consume the product. In accordance to consider the appropriate place for the positioning of product
is super marts, retail outlets and many other small shops which has the major reach towards the
consumer base of the company. Moreover to this, location with the convenient reach of the
consumer is focused and considered by the organization in accordance to position the product of the
respective company in accordance to make then attain more and more consumer base. Also the
respective organization is selling their product in many parts of the globe.
Promotion:
This component of the framework marketing makes is involved taking the decisions regarding the
strategies of marketing which can be taken into consideration by the organization in accordance to
mark it as well as promote their codes for a long period of time. Digital marketing as well as
traditional way of marketing are noon to be the most utilised method in order to sell the goods of
the company (Han, and Bai, 2022). In accordance to the respective organization Coca Cola
management is utilizing several social media platforms, search engine optimization as well as
television marketing and many other way of marketing techniques in order to increase their brand
awareness as well as sales in the market area. Moreover to this, management of Coca Cola also
launches several vouchers and discount coupon in accordance to attract more and more consumer
base in order to make them by the goods in such a competitive market area. Hence this
implementation of the practices of marketing assess the organization enhancing their sales of the

goods in order to increase their profitability.
Marketing analysis BCG
This framework is utilised in order to identify the potential growth opportunities which are
there in the market area of the respective organization and this also is very helpful to monitor the
portfolio and to understand regarding that which good that is offered by the company can be
continued and that must be discontinued in the operations. So this framework in relation to the
organization Coca Cola are described below in brief (Lim, and et.al., 2022).
Dogs:
It is the initial category in which the goods as low potential of growth as well as having low market
share. So this is appropriate to discontinued specific category of the goods as they are not assisted
the company in generating any type of revenue nor they are increasing the brand awareness among
the consumr.
Question marks:
This is another element in which the goods are of range which have enhanced level of demand in
the market area but they also have the low market share as well. Show the organization should
operate in order to raise the market share of the product which can asst accomplishing the growth in
the market area.
Cash cows:
In this element of the frame with the good have the enhanced level of market share whereas they
have low potential of the growth rate in it. The commercial businesses should focus on increasing
their effort and making specific techniques and strategies which will assist them to increase the
demand of their product in the market area (Paliwal, Lewis, B. and Kaufman 2022).
Stars:
This element represents the goods which have enhanced level of growth rate as well as it covers the
bigger market share of the company. The organization must focus on continuing this product as it is
one of the main predict that is the reason behind of the brand awareness as well as profitability of
the company and assist them increasing their consumer base as well.

Marketing developing Strategies with Ansoff Matrix
This is utilised to evaluate techniques for development and there are several number of plants which
commercial business can utilise in order to accomplish more success and it is described below in
brief
Market penetration:
It is the initial technique in which the company performs and works on selling the existing goods in
the current market area. It will assist them in working in such a way which assist them to enhance
their sales revenue as well as satisfying the needs of their consumer base (Panigrahi, 2022). In
relation to the coca cola management focus on keeping their prices of their product low in order to
accomplish more growth in their current market area.
Market development:
This is the another method which can be utilised by the respective organization Coca Cola as they
can enhance their business operation utilizing the current products as well as services in to the new
market area. This will be advantages for the organization as they will getting new base of consumer
which can lead to enhancement of the sales as well.
Product development:
This technique concentrate on modifying or developing the product and selling it to the existing
market area of the organization. This can be done by the commercial business at the time when they
are getting major number of sales from the current market area. Management of the Coca Cola can
utilise this type of strategy by launching several different flavours of the soft drinks and any other
modification in its products.
Diversification:
This is one of the risky strategy which concentrate on introducing the new product into the new

market area of the organization. In addition to it there are major possibilities of generating revenue
by developing the new good into the new market area.
Customer Driven Strategy (STPD)
Marketing technique is consist of several decisions which has taken into the consideration in
respect to the crucial factors of marketing and aspects in accordance to carry out activities of
marketing in the effective as well as efficient way (Rauschnabel, and et.al., 2022). This is also
inclusive of decision making process regarding the targeting, segmenting and positioning of the
goods into the market area of the company.
Segmentation
Segmentation is known as the method of grouping up of the consumers in the community in
accordance to their specific individual attributes in accordance to the respective company. For
instance consumers having similar specific attributes are taken into consideration in order to group
them in the single individual group. Moreover to this, there are several kinds of the Base of the
segmentation which involves geographic, behavioural, demographic and many more. In this
demographic segmentation are opted by the respective organization in accordance to group their
specific consumer base in the division of the consumer having similar attributes. In addition to it
this involves separations as well as categorization of the people in accordance to their education,
age, gender and various more which is they are demographic variables. Also consumers that are
having similar features of demographic variables are categorised together in accordance to make
effective techniques as well as plan of action for the offered goods by the respective company. This
also assist the organization in evaluating several groups of consumer in accordance to their need
and wants (Sánchez-Tójar, Moiron, and Niemelä, 2022).
Targeting
This factor of marketing framework is known as the method of making several decisions
regarding the evaluation as well as identification of target potential consumer base from specific
group, in addition to it evaluating and understanding the several segments of the group of
consumers which are there in the level of segmentation is considered in this factor of marketing
strategy. Moreover to this it also assist in taking the account of most appropriate as well as effective
segment of the consumer in accordance to make the techniques and plan of action in accordance to
that only. As the respective company is totally focused in offering soft drinks of different sizes to
their consumer base and they are focused in targeting every age group but basically people of age
between 10 to 60 has majorly taken into the consideration by the organization in order to make the
effective strategy to be executed in the organization and operations. It has also been monitored that
consumption of the staff drink is highest among the specific segment of the consumer that are going

out in restaurants and in the time of summer. So this will assist the organization in giving the
suitable outcomes in at writing the specific target consumer base of the organization towards buying
them offered well in the market area for the long period of time.
Positioning
This vector of the framework is consist of practice of the decision making process on the
very crucial element of positioning of the goods into the market area in which the organization is
performing. This will also include that how a organization is attracting as well as perceiving the
consumer base in order to make them by the offered products with having the edge over their
competitors in the market area. Being focused towards the needs and desires of the consumer ways
as well as their taste the company is entirely focused in accomplishing those specific requirements
of their consumer based with the soft drink product they are selling in the market area. Moreover to
this this method of the marketing strategy is basically utilised by the organization which is entirely
based on the taste as well as quality of the goods which are served to the consumer in the
restaurant’s as well as other stores (Triplett, and et.al., 2022). In addition to it organization can also
utilise the methods of digital marketing in which they can market their goods on the several
platforms of the social media as well as they can also take the assistance of search engine
optimization in order to enhance their sales revenue as well as brand recognition in the entire world.
Differentiation
In this technique the management of their respective organization Coca Cola can offer
several kinds of size of their drinks to their target consumer base. The organization can also give
several advantages to the consumers which are they can increase the quantity with the existing price
that can assist the company in increasing their sales avenue as well as goodwill in the market area as
it will lead to the long term sustainability as well as success of the company Coca Cola for the long
period of time.
CONCLUSION
From the above report it has been concluded that the respective company is functioning on
the major scale or they are working on the international level with having several number of shops,
outlets, super marts, hypermarkets and many more places where they can sell their goods in the
whole world. Respective organization can also utilise demographic segmentation for their
consumers which they can take into the account in accordance to make effective techniques which
can be executed in the market area in order to enhance the profitability as well as goodwill of the
company. In addition to it marketing mix has also been represented that shows appropriate
techniques in accordance to make sure growth as well as success of the company for the long period
of the time.

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