Basic E Marketing Plan

Topics: Soft drink, Coca-Cola, Marketing Pages: 14 (3410 words) Published: October 4, 2012
Pamantasan ng Lungsod ng Valenzuela
Poblacion II, Malinta, Valenzuela City

Bubble Buzz
E-Marketing Plan

Paul John Cañit

Professor Ryan Dela Peña
E – Commerce
Table of Contents

Bubble Buzz E-Marketing Plan
I.Executive Summary
II.Situational Analysis
A.Industry Analysis
B.Competitor Analysis
C.Standard E-Marketing Mix
The Enlightened 4P’s
D.Current Target Markets Demographics
Geographic and Company Structure
Demographic and Psychographic
E.Product Positioning
F.Macroeconomic Considerations
Economic, Environmental/Natural
Political and Legal
G.Microeconomic Considerations
III.SWOT Analysis
IV.Web Site Audit
A.Current Website
Website Usage and Navigation
Homepage Layout
Website Browsers
Product Information
Search Engine Optimization
Costing Issues and Outdated Content
B.Propose Website
V.Marketing Goals, Objectives and Strategies
C.Segmentation Method
D.Strategies and Recommendations
VI.Budget Implementation and Evaluation
Pay-per-Click Advertising
Text link Advertising
Improving E-mail Marketing
Website Design
Trade Magazines
Contingency Plan
Total Monthly Budget Allocation
VII.Contingency Plan

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I.Executive Summary
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.

II.Situational Analysis
A.Industry Analysis
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...
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