Marketing Plan of Coca Cola

Topics: Soft drink, Coca-Cola, Marketing Pages: 30 (6018 words) Published: November 25, 2010
Coca-Cola in Great Britain

Live On The Coke Side of Life

Table of Contents
PESTLE Analysis of the macro-environment4
SWOT Analysis5
BCG Matrix6
Customers, consumers and markets10
Soft Drinks Market10
Table 1: Soft Drinks UK Market Segmentation11
Market for smoothies12
Table 2 : Forecast of UK retail sales of smoothies, 2001-1113
Table 3 :Brand manufacturers sales of the smoothies market, 2001-0614
Table 4 : UK value sales of smoothies by type, 2001-0615
Table 5: Consumption of fruit and vegetable juice 2002-200617
Table 6: Consumption of drinks – 7-14-year-olds, 2001-0517
Marketing Mix (4Ps)19
Table 7 :Average prices of soft drinks in the UK in £ per litre, 2001-0622
Table 8: UK retail sales of smoothies, by type of outlet, 2001-0623
Action Plan26
Appendix 127
Appendix 227
Appendix 329


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 plan for 14 months is provided.

* Growing and aging population
* Consumer show a preference for healthier soft drinks
* UK consumers take a compensatory attitude towards dietary habits * Obesity, especially among children
* Strong economy boosts discretionary spending among UK consumer Technology
* Introduction of lighter-weight bottles
* More efficient production machines
* New vending machines
* Growing recycling awareness
* Green consumerism trend
* Use less water and energy for production (In 2006, Coca-Cola Company used 290 billion liters of water for their beverage production) 3 litres of water necessary to make 1 litre coke * Reduce waste

* Environmentally friendly packaging
* Smoking ban creates new on-trade opportunities for soft drink companies * UK Soft Drink Regulations
* Food Standard Agency (labeling, hygiene, packaging etc.) * EC legislation on food and drink labeling2
* Economy rose by 0.6% in Q4 2007
* Employment rate increased to 74.8%
* Average earnings including bonuses rose by 3.7% in the year to January 2008 * Consumer Price Index annual inflation was 2.5% in February 2008 (2.2% in January 2008) * On 7th of January Bank of England reduced its official Bank Rate to 5.25% * Innocent is lobbying the Government to cut VAT for smoothies from 17.5% to 5% Political

* One of the EU founder states
* No tariffs on drinks and food (Free Trade Zone)
* UK has not introduced the Euro. Still has its Pound Sterling * VAT on food is 0%, otherwise 17,5%
* Due to increasing obesity among children, the UK government banned fizzy drinks from primary schools * Ofcom introduced new regulations on TV advertisement on food and drink products PESTLE Analysis of the macro-environment

SWOT Analysis
Strengths | Weakness|
* World’s leading brands, such as Coca-Cola, Fanta and Diet Coke * Brand recognition *...
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