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.
B.
IMPLEMENTATION
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.
C.
EVALUATION
Advertising
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.
Personal Selling
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
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.
D.
CONCLUSION
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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