Coca Cola

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MARKETING PLAN OF COKE DIET IN BANGLADESH

Marketing Management
Course Code: 511

Submitted To:

Dr.Belayet Hossain
Professor
Department of Marketing
University Of Dhaka

Submitted By:

Md.Riazul karim khan
Section-B; Roll-016
MBA 13th Batch,
Department of Marketing
University Of Dhaka

Submission Date:

19th February, 2012
Department of Marketing
University Of Dhaka

Group Members……………………….AUDACIOUS
Name | Roll |
Shahidul Islam | 004 |
Riazul Karim Khan | 016 |
Ashim Kumar Dey | 034 |
Shafiqul Islam | 058 |
Shipon Kumer Das | 108 |

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. “COKE DIET” 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. It will focus on the niche market of beverage tire that are unable to have beverages with sugar mostly the health conscious consumer will be focused for its marketing planning. Success will be reflected by a sizeable 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.

Table of contents…………

Table of contents|
COMPONENTS| Page No.|
Executive SummaryTable of ContentsOrganizational HistoryMission StatementCoca-Cola company in BangladeshSituation AnalysisIndustry AnalysisSWOT AnalysisEnvironmental AnalysisMacro EnvironmentMicro EnvironmentalMarket Segmentation, Targeting & PositioningMarket SegmentationTargeting & PositioningUsing 4P's of MarketingProductPricePlacePromotionConclusion| 1571011131314151617171819|

The Coca-Cola Company started out as an insignificant one man business and over the last one hundred and ten years it has grown into one of the largest companies in the world. The first operator of the company was Dr. John Pemberton and the current operator is Roberto Goizueta.

Coca-Cola was invented by Dr. John Pemberton, an Atlanta pharmacist. He concocted the formula in a three legged brass kettle in his backyard on May 8, 1886. He mixed a combination of lime, cinnamon, coca leaves, and the seeds

of a Brazilian shrub to make the fabulous beverage.
Coca-Cola debuted in Atlanta's largest pharmacy,
Jacob's Pharmacy, as a five cent .non-carbonated beverage.
Later on, the carbonated. water was added to the syrup to
make the beverage that we know today as Coca-Cola.
Coca-Cola was originally used as a nerve and brain tonic
and a medical elixir. Coca-Cola was named by Frank Robinson, one of Pemberton's close friends; he also penned the famous Coca-Cola logo in unique script. Dr. John Pemberton sold a portion of the Coca-Cola Company to Asa Candler, after Pemberton's death the remainder was sold to Candler.

Pemberton was forced to sell because he was in a state of poor health and was in debt. He had paid $76.96 for advertising, but he only made $50.00 in profits. Candler acquired the whole company for $2,300 (freshkizzz,sep,2004). Coca-Cola was the world’s largest manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, with more than 400 widely recognized beverage brands in its portfolio. With the bubbles making the difference, Coca-Cola was registered as a trademark in 1887 and by 1895, was being sold in every state and territory in the United States. In 1899, it franchised its bottling operations in the U.S., growing quickly to reach 370 franchisees by 1910. Headquartered in Atlanta with divisions and local operations in over 200 countries worldwide. Coke’s first international bottling plants opened in 1906 in Canada, Cuba, and Panama. By the end of the 1920’s Coca-Cola was bottled in twenty-seven countries throughout the world and...
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