Strategic Marketing Plan: Analyzing the Marketing Mix of Wonda Coffee

This report presents a marketing mix plan for Wonda Coffee, focusing on product, price, distribution, and promotion strategies. The product section analyzes the different types of Wonda coffee, packaging, and quality control measures. The pricing strategy emphasizes market penetration and targeting the middle-class customers, utilizing financial stability and modern software for budget preparation. Distribution discusses the importance of retail outlets, efficient transportation, and contracts with distributors. The promotion section covers online and offline promotional activities, including website updates, social media, pamphlet distribution, and budget considerations for new product launches. The report incorporates references and bibliography to support the analysis.

Running head: STRATEGIC MARKETING
Marketing mix plan for Wonda Coffee
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Table of Contents
Marketing mix plan for Wonda Coffee...........................................................................................2
Product.........................................................................................................................................2
Price.............................................................................................................................................2
Distribution/Place........................................................................................................................3
Promotion....................................................................................................................................3
References and Bibliography...........................................................................................................4

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Marketing mix plan for Wonda Coffee
Product
Asahi Soft Drinks co LTD sells Wonda coffee in cans. The customers are served with
three kinds of wonda coffee- Wonda Morning Shot, Wonda Shot and Shot 69 and Wonda 100
nen Black. These coffees consist of refined quality coffee beans, which energizes the people. In
order to enhance the brand image, the benefits and advantages of drinking this coffee needs to
be mentioned clearly and boldly in the can while packaging (Asahigroup-holdings.com, 2018).
The font color of the packaging needs to be in contrast with the body color of the packet. For
example, green color can be selected for covering the body of the can and white can be the font
color over the body. The warranty period of the coffee needs to be clearly mentioned in the can,
so that the customers can be made aware of the expiry date. The line managers need to check
the quality of the produced cans before sending the cans for packaging. This includes screening
of the cans of ensure that refined quality coffee beans are used (Asahigroup-holdings.com,
2018). Along with this, the presence of all the ingredients in the correct amount needs to be
checked.
One of the other innovations can be a fusion between Wonda Morning Shot and Wanda
Extra Shot. This fusion would provide extra energy and refreshment to the people in the
morning for undertaking challenging and enduring tasks.
Price
Asahi Soft Drinks Co Ltd is financially stable. Typical evidence of this lies in the annual
reports. This financial stability has made the brand popular among the customers in Malaysia and
across the world. The pricing strategy of the company is to increase the market share, so that the

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company achieves the opportunity of penetrating into the foreign markets. For this, the personnel
need to focus on middle class customers. Apart from this, consideration of their daily income
would help the personnel to make estimates regarding the purchasing power of the customers.
Utilization of latest and modern software would help the personnel of Asahi Soft Drinks Co Ltd
to prepare the budget automatically (Asahigroup-holdings.com, 2018). Example of this software
can be MySmartMoney. Training needs to be provided to the staffs for effective and judicious
utilization of the software for generating high revenue and achieving high profit margin.
Distribution/Place
Advertisement is one of the effective means to inform the customers about the newly
launched products. However, the personnel of the Asahi Soft Drinks co Ltd need to be aware of
the channels, which would produce effective results in terms of expanding the business. Opening
outlets in the close proximity of the customers as retail, direct, distributors or intermediaries of
the parent company would increase the popularity of Wonda coffee. Along with this,
transportation needs to be strong and flexible for preventing the coffee cans from perishing
(Asahigroup-holdings.com, 2018). Contracts can be developed between the distributors and the
company personnel for delivering the orders at the right time.
Promotion
Uploading the images of Wonda coffee’s new can on official website and the social
networking sites would help the company personnel to increase the trafficking of the audience
towards the brand image. Along with this, distributing pamphlets along with the newspaper
would act as a promotion for the new can. Launching the new can to the customers would make
the personnel of Asahi Soft Drinks co Ltd aware of the customers’ reaction. This experiment
would bring to the forefront additional charges for promotion if any. Therefore, the personnel

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need to include extra charges in the budget from beforehand, for averting emergencies
(Asahigroup-holdings.com, 2018). For this, financial flexibility is of utmost importance.

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References and Bibliography
Asahigroup-holdings.com (2018). About us. Retrieved 30th January 2018 from
http://www.asahigroup-holdings.com/en/business/soft_drink/
Babin, B. J., & Zikmund, W. G. (2015). Exploring marketing research. Cengage Learning.
McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Sinapuelas, I. C. S., Wang, H. M. D., & Bohlmann, J. D. (2015). The interplay of innovation,
brand, and marketing mix variables in line extensions. Journal of the Academy of
Marketing Science, 43(5), 558-573.