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Marketing Plan
Prepared By. Muhammad Mubasher Nawaz.
PGDBM.
Table of Contents.
Executive
Summary.............................................................03
Company Overview..............................................................03
Brand and
Branding.............................................................03
Situation
Analysis.................................................................04
SWOT.....................................................................................05
Competitors
Analysis.............................................................05
Targeted
Market.....................................................................06
Marketing
Mix.........................................................................06
PEST
........................................................................................08
Conclusion.................................................................................10
Executive Summary .
This marketing plan will show the different
analysis to launch the coca cola’s new product into the market and how can coca
cola capture the market and sustain into the market for the longer period of
time and how will not be effected different strategies of the competitors.
Company Overview.
The Coca Cola is one the leading company in
the word in refreshing drinks. The company started the journey in 1886 with
non-alcoholic beverage concentrates and syrups and became the highly consumed
soft drink company with 400 beverage brands and operating in more than 200countries
with head quarter in Atlanta.(Source:http://www.thecoca-colacompany.com/ourcompany/index.html )
Mission
The coca cola mission is to endure and
declare the purpose of the company and serve as the standards against the
company is stand for the actions and decisions . The coca cola mission is
Ø To refresh
the world...
Ø To inspire
moments of optimism and happiness...
Ø To create
value and make a difference.
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As we see the company main mission is to refresh the words by giving
them variety of products and to compete with the era of 21st century
company is working on not only to provide the quality products to their
customers but also create and innovate the new things into the market so the
diversity of the products makes the company having different products,
different markets and consumers. The Company is introducing new Product into
the market
Brand Introduction and Branding.
“ Brand is something that resides in the
minds of consumers”(Auflag, 2009 ) Coca cola Energy is an energy drink that can formulate people
get back to power promptly when they feel exhausted. Its most important
customers are focus on students, Labour and office workers. The Branding is one
of the major factor in the development of the business to develop the company will go to through with different
stages. The company gave the diffraction
by providing the non alcoholic beverage and to develop the brand they make the strategy by giving the
strategy of affordability, availability, and acceptability by using these tools
the company can build the brand name.
Situation Analysis.
Consumption in UK Market.
The research shows that The consumption of
energy drinks sales in rapidly increasing and now it’s on 1billions barrier
this year, The energy drinks market is now moved to mass market rather than
nice market and its increasing amazingly 75% and value by some is 71% . The
energy drinks market is now moving towards creating a new era of competition.(Source: http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=255)
Trend.
To use the Energy drinks is now a days is
became the trend and need of the customers that why the market Energy drinks
are increasing very speedily the market of the energy drinks is developed after
the introducing of bolted water drinks. The UK market is highly effecting due
to the rapid growth in this market.
Profitability and Future Growth.
The UK market was growth shows that in 2002
it was the 1667.9 and it grow up to 2103.3 and forecasted growth of the UK
market in 2012 is 36653.0 the total percentage of the growth is expected in 2012 is 4.7%.( Dr. PAscalo Auge, 2010 )
SWOT Anyalysis.
Strengths
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Weaknesses
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Brand
Name
effectual step in new markets
Operational Results
Strong Chanel of Distribution
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Dependening
upon line extensions
No Diversity in Drinks
Entrance into tricky non-core categories
infiltration of fizzy soft drink subdivision
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Opportunities
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Threats
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Launching
a New Product
Brand
is striking to comprehensive partners
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competition
Potential health issues
Free trade
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Competition.
“No firm can
exists in vacuum”(Lay young Man,1998).
The Coco cola having its largest competitors
in the market is Red bull. The table
shows the different companies having with their growth in beverage industry.
Direct
Competitor Comparison
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Market Cap:
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137.64B
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8.31B
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186.39B
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105.13B
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492.17M
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Employees:
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92,800
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19,000
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278,000
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203,000
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1.20K
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Qtrly Rev Growth (yoy):
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4.90%
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2.60%
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5.60%
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39.70%
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14.30%
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Revenue (ttm):
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31.75B
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5.56B
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107.32B
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48.55B
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1.20B
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Gross Margin (ttm):
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65.10%
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60.48%
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57.57%
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54.01%
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43.94%
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EBITDA (ttm):
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10.46B
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1.18B
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17.34B
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10.20B
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150.37M
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Operating Margin (ttm):
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28.97%
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17.65%
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13.42%
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17.30%
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11.37%
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Net Income (ttm):
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7.42B
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537.00M
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8.76B
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6.18B
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N/A
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EPS (ttm):
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3.18
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2.12
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3.22
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3.86
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0.77
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P/E (ttm):
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18.73
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16.41
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17.00
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17.11
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16.74
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PEG (5 yr expected):
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2.02
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1.26
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2.73
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1.79
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1.32
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P/S (ttm):
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4.33
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1.50
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1.72
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2.15
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1.62
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DPS = Dr Pepper
Snapple Group, Inc.
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Target Market.
Demographic Segmentations.
Age
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Between 16 to 50
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Gender
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Male and Female
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Income
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All classes
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Occupation
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Students , Business class, professionals,
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Marketing Objective.
The coca cola energy drink marketing
objective is to launch a new product Coca cola Energy into the market and to
develop the interest of the customers into the product and spread the awareness
about the energy drinks through a complete advertising s and develop the product
into Brand.
Criteria to Approach the Market.
“The plan to do something different more
aggressive and more innovative”(Janice, M 2000) The UK’s market is highly competitive and
innovative market. Due to free trade and
business environment to launch the product is needed complete knowledge of market and strategies to develop the product
into the market. “The set of tools that management can
use to influence sales” (Philip
Kotler)
Product Strategy.
The Product strategy is to shape the
product packaging according to the
preferences of the targeted consumers of the UK’s market.
Price Strategy.
According
to(Stafanie, H 2005) Price is a potential marketing mix because it has the
direct impact on the consumer , economy and the company as well. The price is
major indicator about the quality of the product. Due to depressed economy the
purchasing power of the customers is not very high
so that’s why the company is setting the price at low to target huge number of
people in the society.
Place.
Place or distribution strategies are
concern with “making product available when and where customer want
them”(Charlas W lamb,2009 ). The place is plays very important part in the
marketing . The Coca cola energy drinks distributed through these channels,
supermarkets, superstores, discount
stores, direct sales, through online buying.
Promotion.
“Promotion or Marketing communication is the component of marketing mix
used to inform and persuade the targeted audience to buy or use and
organization products promotion is the element in the marketing mix that
communicates the key message to targeted audience”(Richard barker,nd ). The
promotional strategies used by coca cola energy drink use is the free samples,
advertising through different channels of communication, allowance and discounting , and concerts.
According to (Management Bluffers 2000) Now a day’s
environmental is changing day by day and its reached there where it wasn’t
before constantly changing the environmental make mangers job is so tough now a
days. That’s why the PEST analysis is useful and simple tool for the manager
where they can track the environmental changes impacts on the business it includes the social, Political ,
Economical ,and technological. It is difficult for others to resist comparison
with (a) an inept user and (b) vermin to be eliminated.
Political.
“Countries have both market and non-market
environment. The market environment involves the interaction between
households( or individuals ) and companies to allocate resources, free from
governmental ownership or control. The non-market government agencies and
government owned business ).(Johan,lee 1998) . The political situation of the
UK’s market is very favorable to the business and the economy is very stable.
Due the free trade rule in European union the company can overcome the trade
cost.
Economical.
Social Factor.
Social factors includes the demography of the people.
How the people behave to towards the products and What are the norms and value
of respective countries. “Culture
is the part of human action that is socially as opposed to genetically
transmitted. It comprises the idea through which we perceive and interpret the
world, symbols we use to communicate these idieas, and institution which enable
individuals to become socialised and satisfy their needs”(David N,1994 ). The
UK’s culture is very much supportive towards the energy drinks people are use
to of the drinking of the energy drinks to maintain their work standards.
Technological Factor.
To develop the product the needs to be consider are
Ø New purchasing mechanism
Ø New production technology
Ø New distribution mechanism
Ø New method of working
Ø Opportunities for new products to sell
Product life cycle.
Stars.(High
growth, high market share)
The coca cola will follow the stars because they have
a brand value and huge amount of investment so they will follow the stars.
Cash Cows.(low
growth, high market share)
The company needs more growth with more market share
so they will not follow the cash cows.
Dogs.(low
growth, low market share)
The won’t be using the dogs strategy because it is
suitable for them.
Question Marks.(High
growth, low market share)
The company have the biggest share in the market so
they will not follow the question marks .
Conslusion.
On the basis that I have Conducted that consumers of
the Energy Drinks like to use those drinks that have the good taste not like
syrup because most of the famous energy drinks have no so much good taste. By
the sample of 160 people 78% people like
to use the Coca cola drinks because of the brand value and they are waiting to
coca cola to introduce the energy drink.
The Coca cola energy drink will
bring customers fresh feelings, not only the
reflection soft drinks but in energy drinks they have taste . contrasting
other energy drinks in the marketplace, they taste like or fluid medicine, The coca
cola energy drinks like ice cream
soda. We build quite different image of energy drinks in order to pull
towards you young people. When they feel tired, they will first think of Coca
cola. It’s because Coca cola could
refresh the tiredness body. By using the research and implementing very
properly the Coca cola energy drink will capture the market.
References.
3.
(Dr. Pascalo Auge, 2010). Estonian Biotechnology Programme. P.12.
5.
( Johin Lidstone, Janice Maclennan, 2000). Marketing Planning 2nd
edition.p. 62.
6.
(Philip Kotler,2003). Markitting Mix from AtoZ, p.108
7. Stafanie Hoffimen,(2005). Are the four pees of
international market equal to importance to all firms? What factors might cause
some of more or less importance from other A Short essay, p.04
8. Charles W Lamb, Joseph F Hair, Cari MC Danies,(2009). The
essentials of Markitting 6th edition, p.46
9.
10. Richard Barker, George Angelopulo,(nd). Intergrated
organization communication, p.140
11. Management Bluffers,(2000). P.41
12. Johan D Daniel, Lee H Radebaugh,(1998). International
Business Environment and operations 8th edition, p.104
13. Johan William, Tory Curtis,(2006). The official CIM
course work book The Marketing management practice, p.114
15.
David Needle 1994
16.
