MARKETING COMMUNICATION PLAN

Marketing Communication Plan for Non-alcoholic Sprite Mojito

Table of Contents

Introduction1

Situation Analysis2

Market Situation2

Customer needs3

Perception3

Purchase pattern and buying behaviour4

Competitive Situation4

Distribution Situation4

PEST Analysis5

Political5

Economic5

Social6

Technological6

SWOT Analysis7

Strengths7

Weaknesses7

Opportunities8

Threats8

About Non-alcoholic Sprite Mojito9

Business Objectives10

Financial Objectives10

Marketing Objectives10

Communication Plan11

Objectives of Communication Plan11

Target Influencers12

Pre Launch Strategy14

Launch Strategy15

Post Launch Strategy16

PR tools to be used17

Media Relations17

Events18

Publications18

Sponsorships18

References19

Marketing Communication Plan for Non-alcoholic Sprite Mojito

Introduction

Coca Cola is one of the truly global companies in the world and has established its reputation as a popular brand across the world. The company's headquarters is in the United States of America. The flagship brand Coca-Cola was launched back in the year 1886 when the company initiated as a manufacturer and retailer of soft drinks. Over the years, the company expanded its portfolio of products to include carbonated drinks to concentrates and non-alcoholic syrups, and is now traded on the stock exchange (Coca Cola, 2012, p. 1). Creativity and innovation is embedded in the very culture of the organization. In fact, it would not be wrong to say if there is one thing that has achieved the company all the success it enjoys today it is its customer relationship management and out of the box marketing strategies.

The beverage market leadership of Coca Cola has been hard earned over the years. The international beverage market is faced with fierce competition (Schwarz, 2007, p. 47). However, the biggest competition of Coca Cola which has been right behind coca cola for the past many years is Pepsi Co. The share of the international market of Coca Cola as well as its competitors is illustrated hereunder (Porter, 2008, p. 1).

The paper presents marketing communication plan for Non-alcoholic Sprite Mojito which is the new variant of Sprite by Coca Cola.

Situation Analysis

The people of United Kingdom are foodies. They love food. Food makes part of all the events of their life, happy and sad. The country has a very diverse population and so are the cuisines of the country. This is reflective in the countless number of restaurants in UK and the diversity thereof. The people in UK like to experiment with their food. It is because of this reason that Italian, continental and Asian foods are very popular among minority as well as majority population (Palmer, 2010, p. 196).

The fizzy drinks make an important component of meals in almost all the cuisines of the country. Without fizzy drinks, the meal remains incomplete. However, in comparison with the other drinks, when it comes to proper meal, people like to take Sprite as it is perceived to help in digestion of food.

Market Situation

Sprite is a colourless fizzy drink that is lemon flavoured and is free from caffeine. The drink was first introduced after the success of 7-up. The marketing communication plan of the company changed drastically over the years as per the internal and external market analysis. Sometimes, it took help from a mascot and sometimes it used brand ambassadors to make the product a slice of life (Moss & Evans, 2007, p. 21). Since, the market is very competitive there is a need for ...