schweppes marketing plan

Group members:• Merima Bejtagic-Makic• Emine Senturk• Ediba Rizvanbegovic• Zeynep Kara• Misala Pramenkovic• Emir Becirovic

Schweppes Marketing Plan

50 different tastes.

In mid-1999 Cadbury Schweppes sold all of its non-U.S soft drink holdings to Coca-Cola for $700 million

1783 2011227 Years

Company description• Coca-Cola HBC is the leading producer of

non-alcoholic beverages in B&H.

• It holds more than a 65% of total BH market.

• Schweppes holds 9% is for Schweppes, as of 2011, which is 13% of the total market share.

Strategic focus and planThe mission of Coca-Cola HBC B-H d.o.o. Sarajevo is

to refresh their consumers, partner with their customers, reward their stakeholders and enrich the lives of their local communities.

Goal of Schweppes: Penetrate the Entertainment/ Social Leisure occasion at home.

Goals:Create the brand preference via making Schweppes

appealing for hosting meaningful entertaining occasions at home.

It is planning to add a new product line in 2012. Increase the market share from14% in 2011 to 20% in

2012.Increase the selling price slightly to their distributors in

order to increase their profits.

Strengths WeaknessesWell experienced management staffStrong Brand imageDistribution throughout all BiHhigh priced/premium drink Strong cash flow generation and high quality balance sheetEconomies of scale and quality in operations.Delivers new products with new flavors

Low awareness for the Schweppes purpose.

Opportunities ThreatsUnique selling propositionLess competition due its unique taste and distinctive name. Advancements in the technology and in house technology. New household trends.Strong local partnerships with suppliers.

Customers price sensitiveConsumers income has decreasedPreference to local brands. Local regulations and taxes.Health concerns.

Competitor analysis

42%

26%

19%

13%

Sales of schweppes competitors

Schweppes SinalcoSky Cola orangine

65%10%10%

15%

Sales of all the Market

Coca-Cola SinalcoSky Cola others

5.Schweppes: for Authentic HostMarketing and product objectives

Position Schweppes as the most authentic and preferred adult drink for entertainment/social leisure occasions at home- in order to become a must serve for the hosts who care to make these occasions more than ordinary.

Target MarketAdult group: age 24-50 , sharing and group

consumption.

6. Marketing program: Promotional Strategy

Promotional Activities1. Premium POP materijal

B3 poster

Silver

Promotional Activities1. Premium POP materijal

Table tent sa srebrotiskom

srebrotisak

Promotional Activities1. Premium POP materijal

Push/Pull Stickers

Promotional Activities1. Premium POP material

Successful Picture

Product strategySegment and product

PLC Life cycle

Implication

Adults- Tonic Water Maturity Further investment to keep product at this stage to prevent further declining

Adults- Bitter Lemon Growth Further investment in commercials, and product positioning in the stores

Teenage and adults- Tangerine Growth Constant commercial activities to catch momentum of growth

Teenage adn adults- Clear Lemonade

Decline To delist

unknown Introduction-2012

Price StrategyQuality

Price

Low HighLow Economy Penetrati

onHigh Skimmin

gPremium

Distribution Strategy

7.Financial Sales

2007 2008 2009 2010 20110.00200,000.00400,000.00600,000.00800,000.00

1,000,000.001,200,000.001,400,000.001,600,000.001,800,000.002,000,000.00

Chart Title

Axis Title

8.Implementation Plan

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