Marketing plan

Group member :Bhagesh gharat Rajesh mungaji Vivek mhatre Mitesh gharat

Terms of reference
Purpose Kwantlen Polytechnic University and Coca-Cola Bottling Company have entered into a multi-year agreement whereby Coca-Cola is the exclusive provider of beverages for the university. As part of this agreement Coca-Cola provides annual funding and beverages for projects/events.
We are proud of our commitment to Corporate Responsibility and Sustainability. Wherever we operate, we strive to support the sustainable development of local communities focusing on environment, well-being and community development. Our sustainability efforts are focused on areas that support the needs of our customers, stakeholders and the long-term viability of our business. We have set ambitious plans of doing more with less in the areas of water stewardship, energy conservation/climate change and sustainable packaging/recycling.

The funds will be used to assist faculty and student groups with projects/events that will enhance the learning and student experience Kwantlen Polytechnic University Executive summary We have established this marketing plan after critically examine market research auditing situation analysis & carefully scrutinizing the soft drink industry & possibilities of coca cola in the market. We have carefully analyzed the internal & external business environment & critically examined the industry in general consideration all external threats & apportunities. Business mission Our mission declares our purpose as a company. It serves as the standard against which we weigh our actions and decisions. - To refresh the world in body, mind and spirit. - To inspire moments of optimism through our brands and our actions. - To create value and make a difference everywhere we engage

External Market Audit Macroenvironment Coca

HISTORY

The Coca-Cola created in 1886 in the company's Eagle Drug and Substance in the pharmacy in Columbus, Georgia by John Pemberton, originally as a coca wine called Pemberton's French Wine Coca. Then, when Atlanta and Fulton County passed a law to ban, Pemberton defended himself creating Coca-Cola, a version without alcohol. First it started to sale at Jacob's Pharmacy, which was sold as a medicine that relieves headaches and nausea, the medicine was popular in the U.S., because in that moment people belief that carbonated water was good

for health. Frank Robinson gave the name Coca-Cola, and then the actual logo of the brand was designed. When the drink became famous in 1886 Pemberton was offered to sell the product throughout the United States, of course he accepted the offer he sold the formula and his company in $ 23,300 dollars, and later he opened several containers in the United States. Later, a group of lawyers bought the company and it became an international company. Since there, the company became The Coca-Cola. MACRO-ENVIRONMENT The Coca-Cola is a macro company, because like most of the companies, follow the policies and regulations that the government established. These kinds of companies contribute to the economic success by giving employs for people in the community, paying taxes to governments and suppliers of goods, services and capital goods and support programs for help. The CocaCola system has more than 900 plants in the whole world. The ingredients and raw materials are of local origin. And its 92,400 employees representing thousands of communities and cultures and its bottling partners employ hundreds of thousands of people worldwide and are committed to supporting programs in the community. The objective of Coca-Cola Foundation is to achieve a greater impact on the people to know the needs they have. This company supports the most important projects of the needs of the community and works with local, governmental and...

SWOT ANALYSIS
STRENGTHS - Brand equity/image & recognition - Product distribution and worldwide network - Solid financial performance - One of the world's most recognized brand. - Product diversification (water, juices, soft drinks, - Co-operate identity. - Innovation sport drinks, etc)

OPPORTUNITIES - Possible growing demand. - Expansion Reaching all segments. - Globalization - Catering to Health Consciousness of People - Bottled water growth - Acquisitions of smaller players. THREATS - Health Drinks Fruit Juice Companies - Key competitors (Pepsi, etc) - Commodity prices growth - Image perception in certain parts of the world. - Smaller, more nimble operators/players

Marketing Objectives
The objective is the starting point of the marketing plan. Objectives should seek to answer the question Where do we want to go?. The purposes of objectives include:

-> to enable a company to control its marketing plan. -> to help to motivate individuals and teams to reach a common goal. -> to provide an agreed, consistent focus for all functions of an organization. All objectives should be SMART i.e. Specific, Measurable, Achievable, Realistic, and Timed. Specific Be precise about what you are going to achieve Measurable Quantify you objectives Achievable Are you attempting too much? Realistic Do you have the resource to make the objective happen (men, money, machines, materials, minutes)? Timed State when you will achieve the objective (within a month? By February 2010?) 1.Market Share Objectives: To gain 60% of the market for soft drink industry by September 2007. 2.Profitability Objectives: To achieve a 20% return on capital employed by August 2007 3. Promotional Objectives To increase awareness of the product on the market. 4. Objectives for Survival To survive the current market war between competitors. 5. Objectives for Growth To increase the size of the worldwide Coca Cola enterprise by 10% .

CORE STRATEGY

TARGET MARKET:Once the situation analysis is complete, and the marketing objectives determined, attention turns to the target market. The soft drink market is very large, and the business cannot be all things to all people, so it must choose which market segments have the greatest potential. The target market is the group of customers on whom the business focuses attention. The target market is where Coca Cola focuses its marketing efforts as it feels this is where it will be most productive and successful. The target market for Coca cola is very wide as it satisfys the needs for many different consumers, ranging from the hea lthy diet consciousness through Diet Coke to the average human through its best selling drink regular Coke. Most Coke products satisfy all age groups as it is proven that most people of different age groups consume the Coca Cola product. This market is relatively large and is open to both genders, thereby allowing greater product diversification. There are four broad ways which Coca Cola can segment its market:

-> Mass marketing -> Concentrated marketing -> Differentiated marketing -> Niche marketing The most apparent method used by Coca Cola is with no doubt the differentiated marketing method as Coke satisfys a range of different markets. Diet coke satisfys the weight consciousness, regular coke, sprite, fanta the average human, coffee, iced tea etc. Each group of beverages satisfy a particular group of people but majority the average human.

COMPETITOR TARGET:MARKETING MIX DECISION:-

Developing The Marketing Mix The marketing mix is probably the most crucial stage of the marketing planning process. This is where the marketing tactics for each product are determined. The marketing mix refers to the combination of the four factors(price, promotion, product, place) that make up the core of a businesss marketing strategy. In this step of the marketing planning process, marketing mix must be designed to satisfy the wants of target markets and achieve the marketing objectives. The most successful businesses have continually monitored and changed their marketing mix due to respective internal and external factors and have monitored the external business environment in order to maximise their marketing mix components.

Product:
Many Products are physical objects that you can own and take home. But the word product means much more than just physical goods. In marketing, product also refers to services, such as holidays or a movie, where you enjoy the benefits without owning the result of the service. Businesses must think about products on three different levels, which are the core product, the actual product and the augmented product. The core product is what the consumer is actually buying and the benefits it gives. Coca Cola customers are buying a wide range of soft drinks. The actual product is the parts and features, which deliver the core product. Consumers will buy the coke product because of the high standards and high quality of the Coca Cola products. The augmented product is the extra consumer benefits and services provided to customers. Since soft drinks are a consumable good, the augmented level is very limited. But Coca Cola do offer a help line and complaint phone service for customers who are not satisfied with the product or wish to give feedback on the products

Promotion
Advertising: There are many television advertisements on Coca-Cola products. The company also uses the radio as another source of advertisement. Personal selling: Coca-Cola Company has a highly trained sales team

Publicity: In 2003, Vanilla Coke was released to the media as a news outlining. This helped The CocaCola Company to strengthen the image of the business's products

Price:
Price is a very important part of the marketing mix as it can effect both the supply and demand for Coca Cola. The price of Coca Colas products is one of the most important factors in a customers decision to buy. Price will often be the difference that will push a customer to buy our product over another, as long as most things are fairly similar. For this reason pricing policies need to be designed with consumers and external influences in mind, in order to effectively achieve a stable balance between sales and covering the production costs. Price strategies are important to Coca Cola because the price determines the amount of sales and profit per unit sold. Businesses have to set a price that is attractive to their customers and provides the business with a good level of profit. Long before a sale was ever made Coca Cola had developed a forecast of consumer demand at different prices which inevitably determined whether or not the product came on the market, as well as the allocation of adequate money and resources to produce, promote and distribute the product.

PLACE: The coca cola company has always focused wide scale distribution . This is the reason 94%of the worlds population know about coke .coca cola is the most recognized world after ok Coca cola sets its own distributions directly of supermarket, marts, convenience store , retail store & department stores . The channel distribution of coca cola intl is extremely large Over time they have produced many products &thus have increased number of warehouse for specific product Coca cola intl has also improved services via setting up a national service network

ORGANISATION & IMPLEMENTATION:Currently coca cola Intl issuing the following techniques to increase shareholder wealth maximize customer satisfaction and satisfy the market VALUE POSITIONING VALUE PRICING PROMOTIONAL PRICING DIFFERENTIATION o IMAGE o PRODUCT o CHANNEL PERSONNEL MARKET STRATEGY NICHE MARKET ING MASS MARKETING

CONTROL:COCA COLA intl has controlled sales via Geographic market organization Opening plant in various countries (in Pakistan they have 10 plants ) so as to reduce taxes They have invested $5.6 million in their R&D facility to maintain product quality control Their primary concern right now is penetrating in to the Pakistani market via strong attacking techniques where by maintaining defense strategy against pepsi co The over all strategy control is implemented in all plats & factories through out the 200 countries which coca cola proudly