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  • 12/3/2015

    | Malik Safdar

    COCA

    COLA MARKETING PLAN

  • M a r k e t i n g p l a n

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    Page 2

    CONTENTS

    ContentS .................................................................................................................................................................................. 2

    EXECUTIVE SUMMARY.....3

    2 INTRODECTION ..................................................................................................................................................... 3

    2.1 MISSION ..................................................................................................... 3

    2.2 Vision ......................................................................................................... 4

    2.3 Goals .......................................................................................................... 4

    3 PRODUCT AND SERVICE .................................................................................................................................... 5

    3.1 Product ...................................................................................................... 5

    3.2 Price ........................................................................................................... 5

    3.3 Place .......................................................................................................... 5

    3.4 Competition ................................................................................................ 6

    4 MARKETING FOCUS ............................................................................................................................................. 7

    4.1 Market search ............................................................................................. 7

    4.2 Strategies ................................................................................................... 7

    4.3 Demand of Market ...................................................................................... 8

    5 Marketing plan ....................................................................................................................................................... 9

    5.1 Television Advertisements ......................................................................... 9

    5.2 Newspaper Advertisements ...................................................................... 10

    5.3 Documentary ............................................................................................ 11

    5.4 Budget ...................................................................................................... 11

    6 Plan B .......................................................................................................................................................................11

    7 Summery ................................................................................................................................................................12

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    1 EXECUTIVE SUMMARY

    I am the student of BBA studies in BZU LAYYAH CAMPUS and I have established this marketing

    plan after critically examining and thoroughly researching over it. It consists of examining market

    research, auditing situation analysis and carefully scrutinizing the soft drink industry and

    possibilities for Coca Cola in the market. We have carefully analyzed the internal and external

    business environments and critically examined the industry in general, considering all external

    threats and opportunities. 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 companys strategic goals. Bubble Buzz will be

    marketed as a unique functional drink while striving to reinforce the companys status as the

    leader in innovation and successful product launches. The marketing strategies will enable to

    reach a market size of an estimated 8,688,300 people (targeted) with a forecasted sales growth

    prospect of 7.3% over the next 4 years ($243,029.47 profits), while satisfying the needs of the

    still-unserved market for ready-to-drink bubble tea. 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. Export potential will

    be considered in China.

    2 INTRODECTION

    The Coca-Cola Company traces its beginning to 1886, when an Atlanta pharmacist, Dr. John

    Pemberton, began to produce Coca-Cola syrup for sale in fountain drinks. However the bottling

    business began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B.

    Whitehead, secured the exclusive rights to bottle and sell Coca-Cola for most of the United States

    from The Coca-Cola Company. The Coca-Cola Companys core undertaking is to benefit and refresh

    everyone it reaches. The objectives of the marketing plan are strategically cantered around 3

    criteria: to create a strong consumer awareness towards a completely new bubble tea product from

    Coca-Cola, to establish a wide brand recognition through the capture of market shares in the

    functional drinks segment, and to become the top market leader in that particular segment within

    the forecasted sales figures.

    2.1 MISSION

    Our mission statement is to maximize shareowner value over time

    In order to achieve this mission, we must create value for all the constraints we serve, including our

    consumers, our customers, our bottlers, and our communities. The Coca Cola Company creates

    value by executing comprehensive business strategy guided by six key beliefs:

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    1. Consumer demand drives everything we do.

    2. Brand Coca Cola is the core of our business

    3. We will serve consumers a broad selection of the nonalcoholic ready-todrink beverages

    they want to drink throughout the day.

    4. We will be the best marketers in the world.

    5. We will think and act locally.

    6. We will lead as a model corporate citizen.

    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.

    2.2 Vision

    To achieve our mission, we have developed a set of goals, which we will work with our bottlers to

    deliver:

    People: Inspiring each other to be the best we can be by providing a great place to work

    Portfolio: Offering the world a portfolio of drinks brands that anticipate and satisfy people's

    desires and needs

    Partners: Nurturing a winning network of partners and building mutual loyalty

    Planet: Being a responsible global citizen that makes a difference by helping to build and support

    sustainable communities

    Profit: Maximising long-term return to shareholders, while being mindful of our overall

    responsibilities

    Productivity: Being a highly effective, lean and fast-moving organisation.

    2.3 Goals

    Our goal is to try to give back as much, or where possible, more, than we take. We divide our

    commitment into three main areas of focus: women, water and wellbeing.

    Women

    5 by20 is our commitment to empower five million women entrepreneurs by 2020. Were

    implementing programmes across the world which addresses the most common barriers women

    face in the marketplace, and giving women access to training, financial services and mentoring.

    5by20 is currently working in more than 40 countries.

    Water

    we understands the priceless value of water and we work vigorously to conserve water worldwide.

    Were working to replenish the water we use to make our drinks with the ultimate goal of being

    water-neutral by 2020. At Our system is becoming more efficient in its water use by reducing the

    amount used per litter of product. And Coca-Cola bottling plants around the world are recycling

    http://www.coca-cola.co.uk/about-us/welcome-to-wimpole-street-take-a-tour-of-our-london-hq/http://www.coca-cola.co.uk/drinks/http://www.coca-cola.co.uk/about-us/our-partnerships/http://www.coca-cola.co.uk/about-us/responsible-marketing/http://www.coca-cola.co.uk/about-us/corporate-sustainability-report/http://www.coca-cola.co.uk/about-us/corporate-sustainability-report/http://www.coca-cola.co.uk/stories/sustainability/community/what-were-doing-to-empower-women/http://www.coca-cola.co.uk/stories/sustainability/community/empowering-women-in-egypt-new-5by20-program-to-reach-4-000-egyptian-women/http://www.coca-cola.co.uk/stories/sustainability/community/all-about-RAIN-The-Replenish-Africa-Initiative-and-our-progress-so-far/

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    wastewater, treating it to stringent standards and returning it to nature at a level that supports

    aquatic life - sometimes returning it cleaner than we found it.

    Wellbeing

    our priority is always our consumers and helping t