Poblacion II, Malinta, Valenzuela City
Paul John Cañit
BSBA MM 3-1
Professor Ryan Dela Peña
E – Commerce
Table of Contents
Bubble Buzz E-Marketing Plan
C.Standard E-Marketing Mix
•The Enlightened 4P’s
D.Current Target Markets Demographics
•Geographic and Company Structure
•Demographic and Psychographic
•Political and Legal
IV.Web Site Audit
•Website Usage and Navigation
•Search Engine Optimization
•Costing Issues and Outdated Content
V.Marketing Goals, Objectives and Strategies
D.Strategies and Recommendations
VI.Budget Implementation and Evaluation
•Text link Advertising
•Improving E-mail Marketing
•Total Monthly Budget Allocation
This is intentionally left blank.
The following marketing plan forms the basis for the introduction of an innovative new product by the Coca-Cola Company. The analysis allows us to outline the best strategies to follow for the achievement of the company’s strategic goals. “Bubble Buzz” will be marketed as a unique functional drink while striving to reinforce the company’s status as the leader in innovation and successful product launches. The marketing strategies will enable to reach a market size of an estimated POPULATION OF FILIPINO USING INTERNET IN THE PHILIPPINES people (targeted) with a forecasted sales growth prospect of PERCENTAGE OF SALES GROWTH over the next 4 years (SUM OF PROFIT IN PESO) while satisfying the needs of the still not served market for ready-to-drink bubble tea. Success will be reflected by the sizable capture of market shares within this market, while strategically carrying the company up to the top spot as the market leader in the functional drinks segment of soft drinks.
Consumption: The sales volume for the functional drinks segment in Philippines has reached SALES VOLUME IN PESO MILLIONS in YEAR for a volume of VOLUME IN LITERS MILLION. This product segment has shown a steady growth since YEAR: an increase of PERCENTAGE OF INCREASE over a period of 6 years. The consumption rate per capita in YEAR has reached LITERS, which represents a PERCENTAGE increase compared to YEAR. The growth of this particular market is largely due to a slow shift in consumer trends.
Trends: Through the early 1960s, soft drinks were synonymous with “colas” in the mind of consumers. In the 1980s and 1990s, however, other beverages (from bottled water to tea) became more popular. Coca-Cola and Pepsi responded by expanding their offerings through alliances (e.g. Coke & Nestea) and acquisitions (e.g. Coke & Minute Maid), but also by focusing efforts on portfolio diversification. Today, while the soft drink industry’s value has increased in 2004, the volume sales of carbonated soft drinks has declined due to a large proportion of consumers who are opting for the trend towards healthier alternatives in the functional drink segment (energy drinks, smoothies, milk & juice drinks, sports drinks) as well as bottled juices and water. Companies have been actively engaged in new product developments in order to counter the growing concerns about negative health impacts...