A. MARKETING PLAN
Today, Coca-Cola is an internationally recognized soft drinks company with ambitious plans to further grow the brand. The company owns the majority of the soft drinks available in coolers and in vending machines in the western world. In brief the purpose is to market a new innovative beverage packaging for Coca-Cola. The packaging has been designed around the brief ‘consider the creation of a new concept form of beverage packaging container for 2015.
The new beverage packaging is aimed at the Diet coke range of Coca-Colas product portfolio. It is a refillable bottle aesthetically styled to appeal to sports/fitness audience. The new beverage container is made from sustainable sourced materials and production methods. The beverage container is unique in the way the consumer is encouraged to re-use/refill it. Being the first to offer a new product feature is a proven competitive strategy. Future improvements to the product create the impression the company cares about satisfying its customers, material technology improvements in the future would further the design.
The following areas of the marketing communications mix will all be looked at to consider the how they will be applied in the case of this plan.
1. Advertising - Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
2. Personal selling - Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.
3. Sales promotion - Short-term incentives to encourage the purchase or sale of a product or service.
4. Public relations - Building good relationships with the company’s various publics by obtaining favorable publicity, building up a good "corporate image", and handling or heading off unfavorable rumors, stories, and events.
5. Direct marketing - Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.
As already said Coke is a massive global brand with huge brand awareness, the emphasis of advertising would be on a TV advertising campaign which would be on the company website and virally spread on social video sites such as YouTube. The advert should gain cult status and in theory the target market will virally spread the advert to friends in the same market. Consumers are highly responsive to videos they have chosen to watch on the web. Reaching the target market through more sport sponsorship promotes cokes lifestyle image and the new healthier product well.
The sales force needs to communicate with current distribution channels for Coca-Cola. Coca-Cola Enterprise currently distributes cooler fridges and vending units to community Centre’s, sports halls and shops. These would be replaced via a liquid dispensing vending unit which the distributor is likely to take on board because of Coke’s market share. But due to Coca-Cola’s recent failures with DeSani22 and Coke Zero23 they might need more incentives. Along with information on the benefits of switching units incentives based on Coke’s sponsorship deals could be offered such as free tickets to sporting events, such as football.
Direct marketing’s effectiveness can be measured directly. If Coke sent out one million mail advertisements/promotions, and ten thousand customers can be tracked as having responded to the promotion, Coke can see the campaign led directly to the responses. Online promotions can be tracked and this would be in place with Coca-Cola as discussed in the promotions plan.
The marketing strategy for Coca-Cola’s new product will come into place in 2015, based on trends emerging now this plan has identified the carbonated drinks market has probably peeked and likely to be overtaken by healthier drinks as the market leader in the soft drinks market.
Researching Coca-Cola’s product range has identified the Diet Coke range as the most likely, with marketing pull to still succeed in the future. The diet coke range has combats health concerns which are found in the Coca- Cola flagship product.
Coca-Cola is all about buying into a lifestyle and the new lifestyle in 2015 will much more health conscious. In this report I have shown reason for Coke to tie them up with sports sponsorship to promote a brand image of health and fitness.
The new beverage vessel is refillable in the hope of reducing pressure on landfill and showing coke as being a global and socially responsible company. The beverage container is styled to appear an essential for an active, fit lifestyle.
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