MARKETING

To Address an Identified Trend in Customer Behavior for a Product or Service

TABLE OF CONTENT

Executive summaryiii

PART 1: EVALUATION REPORT5

Introduction5

Importance of Marketing Planning7

Critical evaluation of the role of the marketing audit8

Audit objectives and marketing strategies10

Evaluation of the structure of marketing management12

Explanation and justification of the STP strategy13

Identification of possible issues with implementation of the plan14

PART 2: MARKETING PLAN16

Malcolm McDonald's Framework16

Mission Statement17

Corporate Objectives17

Marketing Audit18

Economic factors19

Political factors19

Social Factors20

Technological Factors20

SWOT Analysis of Diet Coke20

Strengths20

Weaknesses21

Opportunities21

Threats21

Assumptions22

Marketing Objectives23

Marketing Strategies24

Segmentation24

Target Market26

Positioning Strategy26

Estimated Expected Results27

Tactics/ Marketing Mix28

Product Strategy28

Pricing Strategy28

Psychological Pricing28

Price Discrimination29

Distribution Strategy29

Promotion strategy30

References33

Executive summary

Coca Cola Company itself is responsible for producing the concentrates and marketing the brands. The company is engaged in effective strategic planning and decision making process, that provides the company with the benefits of differentiation and market leadership. The marketing plan of Coca-Cola assists company to assess the current market conditions and their further development, the goals it pursues, and what strategies and marketing tools are the goals wants to achieve. Marketing audit (or marketing audit), in essence, is the evaluation of the commercial viability of the business, the scope of economic activity, and the search for an answer to the question: are there any prospects of the company or firm in the market. According to Malcolm McDonald's Framework, the marketing planning is a series of activities that are tackled in a way that leads to the proper creation of marketing objectives and the plan of programs to meet. The mission of the company is there to create value for its shareholders in the long term basis by building a business that reinforces the brands of the Coca-Cola Company. Any segmentation starts with a thorough study of the market situation in which the company operates and the types of assessment opportunities and threats it may face. Depending upon the analysis of the company's annual report, we can safely predict that that Coca Cola Company would be able to continue being number 1 in market for the next 2 years. The company is in a stable financial position, with the assets continuously growing with each year of operation. The second assumption is that the Coca Cola Company enjoys the benefits of operating in global marketing, through the effective decision making and marketing efforts. Third assumption is based on emergence of new technologies which would allow the company utilizes the modern marketing techniques; there is yet plenty of room available for improvement, by utilizing modern information and communication technologies such as internet. Our main marketing strategy target is to capture 40% global market of beverages and make our distribution channels more effective than competitors. The target market strategy of diet coke is based on undifferentiated strategy. Undifferentiated strategy focused on the distribution and mass advertising. If the Company has recognized an especially attractive market, to answer the question becomes how to enter that market. In the case of Diet Coke, the company has opted for a product without calories that do not involve much expense, as this is the most significant feature of non-differentiation, product design and marketing ...