New Product Launch of Coca-Cola

Abstract

This marketing research introduces the new product for Coca-Cola beverages. The product is targeted among the health conscious people that are considered by analyzing the current trend of people in U.S to adopt healthy drinks. The product also contains new form of packaging in vessel bottle which can be refilled. Further, Market penetration strategy have been analyzed for pricing approach and many positional strategies have been adopted to market the product such as billboards, TVs and social marketing. Finally, it is recommended that Coca-Cola should adopt market pull strategies to sustain its market leadership in highly competitive industry of beverages in U.S

Table of Contents

Abstract2

Introduction4

Discussion4

Overview New Product “Coca-Cola Energized”4

Target Market5

Positioning Strategies6

Pricing Approach10

Competitors Analysis11

Conclusions12

New Product Launch of Coca-Cola beverages

Introduction

The objective of this marketing report is to introduce new product “Coca-Cola Energized” for Coca-Cola beverages in its existing product line of non-alcoholic drinks and energetic drinks in United States of America. The product is designed considering the market potentiality and challenges the company is facing in U.S beverage industry (Morrison, 2006). The marketing report examines the potentiality of new product of Coca-Cola in U.S market and also analyzing it's potentially and need to overcome challenges currently faced by Coca-Cola related with several health concerns from stakeholders. These numerous challenges of Coca-Cola are also related with its packaging form of beverages which company used to follow to maintain product quality. The marketing report will also analyze number of strategies in correctly positioning its new product and to change the image of coca-cola towards responsible company in maintain the quality of its food. The report will also examine the pricing approach the coco-cola company should adopt in its new product launch. The marketing report will also analyze the competitors' analysis and understand the approaches by which company will build higher market share for longer period of time (Weitz, Barton & Kevin, 2004).

Discussion

Overview New Product “Coca-Cola Energized”

The new product “Coca-Cola Energized” is designed for catering marketing needs of energy drinks in sports man. The new product offered is designed by considering healthy means of consumer market of beverages industry of U.S and thus lies under the diet coke product line. This new product is also especially designed in new form of packaging and by considering the specific needs of sports people (Coca-Cola, 2012). The product as shown in image is designed to attract the wide consumer base related with sports and fitness. The idea is to make product as symbol of health and lifestyle for people to adopt healthy means of product. The product is also refillable latter with water or juices, which is also added advantage for the company as the product name with logo of Coca-Cola in packaging will increase the consumer awareness and brand consciousness among the consumers. This helps Coca-Cola to launch this product in other developed countries such as Great Britain, Canada, Australia, New Zealand and the like. Further, the product is less expensive due to its unique packaging which makes the product less expensive than earlier ...