Coke Marketing Plan

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Table of Contents

Executive Summary6
Situation Analysis7
History of the Product/Brand8
Market Analysis9
Product Evaluation10
Competitor Analysis12

Marketing Objectives13

Marketing Strategies16
Selecting Target Market17
Developing the Marketing Mix18
Product Strategy19
Pricing Strategy20
Placing and Distribution22
Promotion Strategy23

Evaluation, Monitoring and Control24
Monitoring and Controlling26
Sales Analysis27
Market Share Evaluation27
Marketing Profitability Analysis27
Market Research27


Giant soft drink company Coca-Cola has come under intense scrutiny by the investors due to its inability to effectively carry out its marketing program. Consequently it is seeking the help of new Marketing Company to develop a professional marketing plan which will help the business to achieve its objectives more effectively and efficiently, and regain their iron fist supremacy on the soft drink industry.

When establishing a new marketing plan every aspect of the marketing plan must be critically examined and thoroughly researched. This consists of following four major areas:

• Situation Analysis

• Marketing Objectives

• Market Strategies

• Implementation, Evaluation, Monitoring and Control

Once Coca-Cola will have carefully analyzed these areas and have examined the industry in general the most suitable marketing strategies will be selected and ‘external threats and opportunities’ will be monitored and internal efficiency will be revised accordingly.



The organization that we have selected is The Coca-Cola Company which is “the largest manufacturer, distributor and marketer of soft drinks in the world” (The Coca Cola Company 2007, 2006 Annual Report on Form 10-K). The company offers over 400 products/brands in more than 200 countries (The Coca Cola Company 2007, 2006 Annual Report on Form 10-K). The product selected is their soft drink called Coca-Cola. Their mission statement and vision are given below:

everything we do is inspired by our enduring mission:

• To Refresh the World... in body, mind, and spirit.

• To Inspire Moments of Optimism... through our brands and our actions.

• To Create Value and Make a Difference... everywhere we engage.

(The Coca Cola Company 2007, Mission, Vision & Values)

To achieve sustainable growth, we have established a vision with clear goals.

• Profit: Maximizing return to shareowners while being mindful of our overall responsibilities.

• People: Being a great place to work where people are inspired to be the best they can be.

• Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples’ desires and needs. • Partners: Nurturing a winning network of partners and building mutual loyalty.

• Planet: Being a responsible global citizen that makes a difference.

(The Coca Cola Company 2007, Mission, Vision & Values)


Changes occurring in the organization’s macro- and micro environments have revealed a number of risk factors that have an influence on Coca Colas business, sales and consumer acceptance. Firstly, increased awareness about health issues has given rise to obesity concerns in relation to the consumption of Coca Cola (The Coca Cola Company 2007, 2006 Annual Report on Form 10-K). This may reduce the product’s demand. Secondly, water which is a major ingredient of Coca-Cola is becoming a scarce commodity and its quality is deteriorating due to pollution etc. This can increase the products production costs (The Coca Cola Company 2007, 2006 Annual Report on Form 10-K).

Thirdly, a major portion (approximately 83 % in 2006) of The Coca Cola Company’s business comes from its bottling partners to whom it sells its concentrates and syrups....
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