Marketing Plan of Coca Cola
Coca-Cola in Great Britain
Live On The Coke Side of Life
Table of Contents Introduction 3 PESTLE Analysis of the macro-environment 4 SWOT Analysis 5 BCG Matrix 6 SPICC 7 Suppliers 7 Publics 7 Intermediaries 7 Competition 8 Customers, consumers and markets 10 Soft Drinks Market 10 Table 1: Soft Drinks UK Market Segmentation 11 Market for smoothies 12 Table 2 : Forecast of UK retail sales of smoothies, 2001-11 13 Table 3 :Brand manufacturers sales of the smoothies market, 2001-06 14 Table 4 : UK value sales of smoothies by type, 2001-06 15 Table 5: Consumption of fruit and vegetable juice 2002-2006 17 Table 6: Consumption of drinks – 7-14-year-olds, 2001-05 17 Marketing Mix (4Ps) 19 Product 19 Price 21 Table 7 :Average prices of soft drinks in the UK in £ per litre, 2001-06 22 Place 22 Table 8: UK retail sales of smoothies, by type of outlet, 2001-06 23 Promotion 23 Action Plan 26 Appendix 1 27 Appendix 2 27 Appendix 3 29 References 30 Bibliography 35
Introduction
The Coca-Cola Company was established in 1886. It owns four of the world’s top 5 nonalcoholic sparkling beverages brands. The Coca-Cola Company operates with more than 2,800 products in more than 200 countries. One of those countries is Great Britain. (The Coca-Cola Company Website)
Coca-Cola Great Britain (CCGB) is responsible for marketing 21 brands which contain over 100 products to consumers in Great Britain. CCGB is also responsible for developing new brands, extending existing brands and protecting Coca-Cola trade marks in GB. Furthermore, there is also the Coca-Cola Enterprise Ltd. (CCE) which is the local bottler. CCE is responsible for the manufacturing, distributing, sales and trade marketing of the brands of CCGB throughout Great Britain. Together, CCGB and CCE form the so-called “The Coca-Cola System”. (CCBC Website)
This report provides a marketing audit on which a marketing objective is based. Finally an action
Live On The Coke Side of Life
Table of Contents Introduction 3 PESTLE Analysis of the macro-environment 4 SWOT Analysis 5 BCG Matrix 6 SPICC 7 Suppliers 7 Publics 7 Intermediaries 7 Competition 8 Customers, consumers and markets 10 Soft Drinks Market 10 Table 1: Soft Drinks UK Market Segmentation 11 Market for smoothies 12 Table 2 : Forecast of UK retail sales of smoothies, 2001-11 13 Table 3 :Brand manufacturers sales of the smoothies market, 2001-06 14 Table 4 : UK value sales of smoothies by type, 2001-06 15 Table 5: Consumption of fruit and vegetable juice 2002-2006 17 Table 6: Consumption of drinks – 7-14-year-olds, 2001-05 17 Marketing Mix (4Ps) 19 Product 19 Price 21 Table 7 :Average prices of soft drinks in the UK in £ per litre, 2001-06 22 Place 22 Table 8: UK retail sales of smoothies, by type of outlet, 2001-06 23 Promotion 23 Action Plan 26 Appendix 1 27 Appendix 2 27 Appendix 3 29 References 30 Bibliography 35
Introduction
The Coca-Cola Company was established in 1886. It owns four of the world’s top 5 nonalcoholic sparkling beverages brands. The Coca-Cola Company operates with more than 2,800 products in more than 200 countries. One of those countries is Great Britain. (The Coca-Cola Company Website)
Coca-Cola Great Britain (CCGB) is responsible for marketing 21 brands which contain over 100 products to consumers in Great Britain. CCGB is also responsible for developing new brands, extending existing brands and protecting Coca-Cola trade marks in GB. Furthermore, there is also the Coca-Cola Enterprise Ltd. (CCE) which is the local bottler. CCE is responsible for the manufacturing, distributing, sales and trade marketing of the brands of CCGB throughout Great Britain. Together, CCGB and CCE form the so-called “The Coca-Cola System”. (CCBC Website)
This report provides a marketing audit on which a marketing objective is based. Finally an action
References: Bank of England, 2008. Bank of England maintains bank rate at 5.25%. [Online] Available at: Blair, A. & Halpin, T., 2006. Schools to ban fizzy drinks and chocolate. [Online]. Times Online Available at: Global Market Information Database Report – Soft Drinks – United Kingdom ElAmin, A., 2007 Interbrand, 2008. Best Global Brands 2007 Ranking. [Online] Available at: