MARKETING PLAN

Marketing Plan Coca-Cola UK

Executive Summary1

Financial Summary2

Mission Statement3

Vision4

Target Market4

Objectives and Goals4

Market Overview5

SWOT Analysis5

Strengths5

Market Leaders5

Brand Image5

Strong Supply Chain Management6

Corporate Social Responsibility6

Endorsements6

Sponsoring Entity7

Coke Entertainment7

Advertisement Approach7

Weaknesses8

Healthcare Issues8

Addiction8

Failed Strategies8

Threats8

New Entrants8

Substitute Brands9

Changing Trends9

Economic Recession9

Opportunities10

Marketing Pull10

Brand Recognition10

Packaging10

Expectations10

Pestle Analysis11

Political11

Economic11

Social12

Technological12

Legal12

Environmental13

A New Product13

Marketing Strategies and Mix14

Product14

Price14

Promotion14

Place15

Marketing Objectives and Strategies to attain Sustainable Marketing15

3-Year Forecast and Budgets17

References18

Executive Summary

The Coca Cola Company is one of the giant organizations worldwide. Dr John Styth Pemberton established it in 1886. The company has gained immense reputation for their products and marketing strategies. It has established globally in more than 200 countries, and they have their head office is in Atlanta, USA. In UK, they are operating at a promising statistics. At the moment, they have over 300 beverage brands. The consumption pattern shows more than 1.06 billion beverages per day throughout the world. The aim of this report is to explore the current market and introduce a new product in the market. The company also has to face criticism from healthcare sectors on the basis of medical ground. The company has always focused on inculcation of innovation in their brands and adopted a variety of approaches to capture and retain their markets. They have a very tough competition from Pepsi and Mountain Dew. The rivalry with Pepsi is so strong that a substantial amount of strategies of the company aims to combat the prevailing competition in the global market (Simerson, 2011, pp.15-188).

This marketing plan aims to evaluate the prevailing business and marketing strategies of the company and propose a new product line besides the existing ones. It checks the possibility by doing SWOT and Pestle analyses. In the end the differentiating strategies have been suggested keeping the strengths and opportunities in the mind.

Financial Summary

Figure1: (www.coca-colacompany.com)

Figure2: (www.coca-colacompany.com)

Mission Statement

Coca Cola has confirmed its mission with current trends of the market. It aims to Refresh the world, inspire the moments of optimism and joy and create value and difference for the consumers.

Vision

They have covered 5 Ps in their broad vision. They are people, portfolio, planet, profit and productivity. This vision embeds in it all aspects of the community-oriented company with a clear definition of corporate social responsibility.

Target Market

Coca Cola has targeted all ages and groups. However, they have certain brands which aim specifically to certain ages. For instance, Coca Cola diet conscious consumers and consumers in their late adult age. Another brand, PowerAde sports water aims to target consumers who are extremely conscious about their health and fitness and are mostly associated with sports. For children, they have separate brand i.e. Winnie the Pooh sipper cap Juice aims to target consumers between ages 5 to 12. Coca-Cola has tried to create their image as a family drink that is necessary for all the occasions irrespective of nay region or religion. They have adjustments according to the target market. The report proposes a new product line that will allow fruity pulpy drinks with fizzy nature. The idea of a new product aims to target consumers of all ...