MARKETING PLAN
INTRODUCTION
The Coca-Cola Company
world’s largest beverage company.
Refreshing consumers with more than 500 sparkling and still brands.
The company’s portfolio features 16 billion-dollar brands, including Diet Coke, Fanta, Sprite, Coca-
Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally.
The Coca-Cola Company is the No. 1 provider of sparkling beverages, ready-to-drink coffees, and
juices and juice drinks.
Through the world’s largest beverage distribution system, consumers in more than 200 countries
enjoy its beverages at a rate of more than 1.8 billion servings a day.
With an enduring commitment to building sustainable communities, the company is focused on
initiatives that reduce its environmental footprint, support active, healthy living, create a safe,
inclusive work environment for its associates, and enhance the economic development of local
communities
BRIEF HISTORY
The Coca Cola beverage invented by pharmacist John Stith Pemberton in 1886.
The formula and brand was bought in 1889 by Asa Candler who incorporated the
Coca Cola company in 1892.
In 1916, the company began manufacturing its famous bottle, which remains
signature shape of Coca Cola today.
In 1928, Robert Woodruff, whom were the company's president at that time, led the
expansion of Coca Cola overseas when introduced the Coca Cola to the Olympic
games for the first time.
In the 1960s the company decided to expand with new flavors- Fanta, Sprite and
Fresca, In addition it acquired the Minute Maid company, adding an entirely new
line of business juices to the company.
The 1980s, a time of much change and innovation at the company. The introduction
of Diet Coke, which become the top law-calorie drint in the world. The company's
presence worldwide was growing rapidly and year after year Coca Cola found a
home in more and more places in the world.
As for today, Coca Cola has grown to be the world's most ubiquitous brand, with
more than 1.4 billion beverage servings sold each day.
MARKETING PLAN
A marketing plan is a business's operational document for outreach and advertising
to generate leads and reach its target market.
A marketing plan pulls together all the campaigns that will be undertaken over a
period with additional information on how they will be measured and monitored.
The marketing plan interacts with other business operations in several ways,
including:
Providing market research to support pricing decisions and new market entries.
Tailoring the main messages to different demographics and geographic areas.
Selecting the platforms for promoting the product or services - digital, radio,
internet, trade magazines and the mix of those platforms for each campaign.
Setting up the success metrics and the results reporting timelines.
A marketing plan is based on a company’s overall marketing strategy.
MARKETING PROCESS
Step – 2 Step – 3
Step – 1
SITUATION MARKETING
MISSION
ANALYSIS STRATEGY
3. Identify Opportunities 7. Define your Target
1. Mission Statement 4. 5C Analysis Audience
2. Corporate Objectives 5. SWOT Analysis 8. Set Measurable Goals
6. PEST Analysis 9. Develop Budget
Step – 5
Step – 4
IMPLEMENTATION
MARKRTING MIX & CONTROL
10. Product Development
11. Pricing
14. Put Plan Into Action
12. Promotion
15. Monitor Results
13. Place & Distribution
STEP 1
MISSION
•A mission statement is a short statement of an organization's purpose, identifying the
goal of its operations: what kind of product or service it provides, its primary customers
or market, and its geographical region of operation.
• It may include a short statement of such fundamental matters as the organization's
values or philosophies, a business's main competitive advantages, or a desired future
state—the "vision".
•A mission is not simply a description of an organization by an external party, but an
expression, made by its leaders, of their desires and intent for the organization.
•The purpose of a mission statement is to focus and direct the organization itself.
•It communicates primarily to the people who make up the organization—its members
or employees—giving them a shared understanding of the organization's intended
direction.
•Organizations normally do not change their mission statements over time, since they
define their continuous, ongoing purpose and focus. [
Mission Statement – Coca Cola
Company’s roadmap starts with it’s mission,which is enduring. It declares it’s purpose
as a company and serves as the standard against which it weighs it’s actions and
decisions.
•To refresh the world in body, mind and spirit.
•To inspire moments of optimism and happiness through brands and actions.
•To create value and make a difference.
Corporate Objectives – Coca Cola
•To engage Coca-Cola in exploring the viability and options for using their distribution
networks in developing countries to distributes “social product” such as oral
rehydration salts (ORS) and related educational materials on health hygiene and
sanitation.
•To support Coca-Cola and its partners in modeling different scenarios which combine
Coca-Cola’s distribution network with local health initiatives in order to achieve aim.
•To established a core group of enablers and activists to lead on the different aspect of
this campaign.
•To monitor the progress of the campaign and ensure that any trials and roll-outs are
effectively monitored and evaluated.
Step 2
SITUATION ANALYSIS
• The second step of the strategic marketing process is to evaluate internal
and external factors that affect your business and market.
• Your analysis will illuminate your strengths and the challenges you face —
either with internal resources or with external competition in the
marketplace.
• Situation analysis provides a clear, objective view of the health of your
business, your current and prospective customers, industry trends, and your
company’s position in the marketplace.
Internal Factors
Strength Weakness
•Lack of diversification
• World’s largest beverage company •Negative Publicity
• Strong Marketing & Advertising •High debt level due to acquisition
• Etxtensive bebverage distribution channel •Many brands with insignificant
•Customer loyalty amount of revenue
External Factors
Opportunity Threat
•Changing user demands for competitor
•Growth in beverage consumption
drinks
•Increasing bottled water demand
•Increased competition in carbonated drink
•Reduced price of production
industry
•Increasing demand for healthy
•Legal requirements to disclose negative
food & beverage
informationo on product label
Analysis Summary
The Coca Cola company can pursue a lot of opportunities even though it
is facing a number of challenges. Its market size, geographical reach,
brand recognition, customer loyalty, and financial resources have made
it one of the top powerful brands in the world.
COMPANY
CUSTOMERS
COMPETITORS
COLLABORATORS
CLIMATE/ ENVIRONMENT
Internal Factors
Company
Strenghts & Weaknesses Strength - World’s largest beverage company
Weakness - Lack of diversification,Negative Publicity
Goals & Objectives To be globally known as a business that conducts business
responsibility ethically and to accelerate sustainable growth to
operate in tomorrow's world
Culture One Company. One Team. One Passion
culture
Resources, Technology, Creative and fresh thinking in work, spirit of collaboration,
Experience, Skills pragmatic and commercial mindset
External Factors
Customers
Market Size/ Segments Targets all age groups and gender
Purchasing Habits, Trends & Based on geographical location, Demographics, Behavioral
Buying Process patterns and Psychographic aspect of customer
Overall Customer Satisfaction meets the buyers expectations
Perceived Value by Customers Perceived as a high quality brand
Competitors
Current & Prospective Pepsi
Strengths & Weaknesses Strength- Company image, Market share
Weakness – Lower net profit margin as compared to Coca
Cola
Opportunity & Threats Opportunity – Broadening of product base
Threat – Intense competition, Negative impact of Govt
regulations
Products & Market Share Approximately 40% of the global nonalcoholic beverages
industry is controlled by Coca-Cola
Collaborators
Suppliers • All over the world
• Provide with materials, including ingredients, packaging
and machinery, as well as goods and services.
Distributors •900 + bottling plants worldwide
• 250 + bottling partners
•23 Million + retail outlets
Alliances & Partners • Millennium Water Alliance
• WWF – UK
• Hubbub
• Street games
Climate / Environment
Regulations & Government Civil conflicts, governmental changes
Oversight
Social & Cultural Belief system and practice, customs, traditions,
behaviors
Business Cycle Inflation & Other Environmental Regulations, Inflation erodes
Economic factors purchasing power, Encourages spending &
investing, raises cost of borrowing
Legal Political Stability
Technology Plant bottle technology, Sharepoint online
PEST Analysis – Coca Cola
Political
Regulations & Government Civil conflicts, governmental changes
Oversight
Legislative Changes Political Stability
Taxes Tax Policy, Tax rate changes, Modified tax law
interpretations
Legal Issues Environmental Regulations
Employment Issues & Wage Employment Laws
Regulations
Trading Trade Restrictions & Tariffs
Economic
Business cycles Expansion, Peak, Contraction , Recovery
Inflation & Interest Rates Erodes purchasing power, Encourages spending
& investing, raises cost of borrowing
Economic Growth Growth in GDP
Stability of Financial Instability leads to financial crisis
Markets
Employment Rates Unemployment financial cost, Recession,
Standard of living
Social
Demographics Age , Sex, Income, Education, Occupation
Education Influences information seeking and evaluating
alternatives
Income Distribution Defining luxuries & necessities, changes in
consumption
Lifesyle Trends Personality style
Culture Religion, Status, Nationality, social class
Technological
Manufacturing Innovations Increasing profitability, reduces competition
Recent Technological Plant bottle Technology, Greener bottles, Social
Developments networking,
Patents / Licenses From juice dispensers to artificially sweetened
cereals
Communication & Digital Transformation, Social networking,
Information Technology Sharepoint
Trends
Intellectual Property Beverage formula protection with trademark
and patent
Step 3
Marketing Strategy
• Provides the business with focus and direction by identifying the best
opportunities worth pursuing as well as the threats to be avoided
• Identifies the tools that the company can effectively use to fight
competition and gain market share
• Saves company time and money by focusing the resources on
attracting the right employees and investing only on marketing
initiatives that support the overall business objectives
• Differentiates a company from competition by identifying the
distinctive advantage and the supporting elements
• Translates the company vision, mission, objectives, into effective
Marketing initiatives
• Serves as foundation for all communication campaigns
• Improves the effectiveness of the Marketing message to customers
and partners
increases sales and profits
• Creates consumer preference for the brand
Segmenting the Target Market - Coca Cola
Geographic Has countrywide distribution but the company
segments more in urban & suburban areas as compared
to rural areas.
Demographic • Age - 15-25 years old and 40 plus
• Gender - targets both genders with wide variety of
drinks
• Income – different packaging for different income
levels
Behavioral • Knowledge
• Attitude
• Use of or response to the product
• Benefits, user status, usage rate & loyalty status
Psychographic • Lifestyle
• Personality
• Values
Measurable Goals of Coca Cola
The main objective for the Coca-Cola Company is to be globally known
as a business that conducts business responsibility ethically and
to accelerate sustainable growth to operate in tomorrow's world. By
having these objectives, it forms the foundation for companies in the
decision making process.
Marketing Budget of Coca Cola
Coca-Cola has made a yearly commitment to large ad spends. In 2017,
the beverage manufacturer spent $3.96 billion, in 2016, $4 billion, and in
2015 $3.96 billion on global advertising.
This large advertising spending has allowed Coca-Cola to gain a
competitive advantage in key areas. Its advertising spending and strategy
has helped it successfully introduce new products into the marketplace,
increase brand awareness and brand equity among consumers, increase
the knowledge and education of consumers, and increase overall sales.
Step 4
Marketing Mix – Coca Cola
Product
Price
Promotion
Place
Product
Features variety of beverages to suit every lifestyle, taste and
need
Packaging Sustainable packaging, Recyclable, Light weight
Branding Brand development strategy of Coca Cola :-
Price value, Preference, "Pervasive penetration".
Quality Product and Ingredient Safety
Service/ Support Business Training Programme, Sponsorship
opportunities
Warranties Terms of use
Price
List Price Average price of Coca-Cola is 0.66 USD
Discounts Buy-One-Get-One-Free, Free gifts, Discounted prices, Free
samples, Vouchers and coupons
Perceived Value As a quality brand
Commissions
Payment Periods
Flexibility Work life balance, flexibility to recognise when experiments
have failed
Terms Privacy Policy, Eligibility, General Conditions
Promotion
Advertising Channels Social Media, Websites , TV ads
Public relations • With customers,vendors, news
media,employees, stakeholders.
• Share your coke story platform
Sales
29.2 billion cases in 2017
Publicity Promotion campaigns
Place
Distribution Channels Refer image in slide 24
Outlet Locations Operational reach encompasses + 200 countries
worldwide across 5 operating regions: Asia
Pacific; Europe, Middle East & Africa; Latin
America; North America; and Bottling
Investments – in addition to Corporate
Transportation • Roadways
• Airways
• Waterways
Storage Coke can last for 6-9 months after the date
printed on the container if stored properly and
unopened.
Step 5
Implimentation & Control – Coca Cola
Implimentation Tool - Brand Awareness
Strategies Coca-Cola used to become one of the world's most
recognizable brands
1. It started with a unique, market-tested formula.
2. Its logo uses a timeless font.
3. It was distributed in a proprietary bottle.
4. It held retailers responsible for maintaining its high standard.
5. It kept its consumer price fixed for 70 years.
6. It guided word-of-mouth advertising and developed a voice.
7. It adopted a franchise model.
Thank You
