marketing plan assighment

8/2/2019 Marketing Plan Assighment

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Marwa Mahmoud Abd ElHamed

Ministry of finance

1/1/2011

Market plan for Coca-Cola

Company


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History ofCoca-ColaCompany

On May 8, 1886, a pharmacist named Dr. John Pemberton carried a jug ofCoca-Cola syrup to Jacobs

Pharmacy in downtown Atlanta, where it was mixed with carbonated water and sold for 5 cents a glass.

1920-1960s Coca-Cola was introduced overseas and became a partner of the Olympic Games. By the

time WWII was over, Coca-Cola doubled their bottling plants across the country and overseas.

We began serving a delicious and refreshing sparkling beverage 125 years ago in Atlanta, Georgia. With

that first moment of refreshment came a thirst for more that continues to this day. We now have more

than 500 brands and 3,500 beverage products and sell 1.7 billion servings per day in over 200 countries.

We are growing our reach, strengthening our brands and advancing our global momentum, every

moment of every day.

Product description

The Coca-ColaCompany is the worlds largest manufacturer, distributor, and marketer of non-alcoholic

beverage con castrates and syrups. Sells concentrated forms of its beverages to bottlers who then

produce, package, and sell the finished products to retailers.

Coca-Cola target

Coca Cola takes every customer as target and customer who is thirsty. All age groups are being target

but the most important is the age group from 15-25 that covers around 40% of total age segments, and

also reached to 40 plus, their targeting not based on gender but the results also show that both genders

like this product and use it.


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Coca-Cola V.SPepsi

Competition from alternates:

1. Water

Coca-Colaproduces Dasani while Pepsi produce Aquafina.

2. Also milk, juice, and tea &coffee.

Different long term strategic:

P e p s i C o m p a n y own bottlers in many international territories.

Coca-Cola Company made equity investment in franchises.

Coca colagain 80% profit outside USA.

P e p s i gain 20% profit outside USA.

Coca-Colaadvertisements are more attractive than P e p s i where the result of a

questionnaire applied said that coca- cola75% and Pepsi only 25%.

Coca-Colapresent in USA 93.8% where P e p s i present only 6.2%.

Coca-Cola and P e p s i their decision do not affect by cost.

Coca-Cola has the most appealing cans.

War on market share.

War through Media such as T.V, Internet, Radio

Coca-Cola Company Pepsi Company

Market leader Market challenger

Cleaner balance sheet Capital intensive balance sheet

Large Global presence Niche Global players

Lead brand:

Coca-Cola Classic

Lead brand:

Pepsi Cola


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S.W.O.T Analysis

S.W.O.T Definition

SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses,

Opportunities, and Threats involved in a project or in a business venture. It involves specifying the

objective of the business venture or project and identifying the internal and external factors that arefavorable and unfavorable to achieve that objective.

Identification of SWOTs is essential because subsequent steps in the process of planning for

achievement of the selected objective may be derived from the SWOTs.

The decision makers have to determine whether the objective is attainable, given the SWOTs. If the

objective is NOT attainable a different objective must be selected and the process repeated.
http://en.wikipedia.org/wiki/Strategic_planninghttp://en.wikipedia.org/wiki/Projecthttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Projecthttp://en.wikipedia.org/wiki/Strategic_planning


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StrengthScore

50Weakness

Score

50

Total 641 -40

OpportunitiesScore

50Threats

Score

50

Coca-Colashould increase its partnership

with fast-food chains. 45 Smaller competitors such

as Sina cola in Egypt.-2

Coca-Cola should focus on the non-

carbonated drinks such as coffee, water,

juices, etc. by advertisements.42

Trend toward healthy

eating and drinking.-20

Bottled water drinking has increased 11%, so

we need to increase mineral water. 35

It has some negative healtheffect.

-10

Consumers prefer to drink new smaller

beverage products. 48

Increasing the price of

raw material such as

sugar.-10

Launch other Coca-Cola types in unused

countries. 49

Economy and political

instability in third world

countries.-10

Create other new kind ofCoca-Cola and

keep it continue. 40

Competition from Pepsi

which consider the strong

competitor

-20

Beats competitors35

Diversify into complementary food products

which will ultimately increase the drink

consumption.30

Coca-Cola can produce healthy production

increase healthy consumers; i.e. healthy

drinks.40

Seek to shorten procurement andpackaging the product, but lacked the

film, where it has the used in the film, in

which it paid to provide a machine of this

film

40

Total 404 -72


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Market segmentation for Coca-Cola

Company

I`ll divide the society to 4 classes according to the age for consumptionCoca-

Cola.

Customer's classes according to age and health statues.

We know thatCoca-Cola

Takes every customer as target and customer who is thirsty.

All age groups are being target but the most important is the age group from 15-25.

We notice that the childern segment and eldest not under our control,so we creat new products

realted to this segments.

For example: Coca-Cola diet and Coca-Cola zero for health conscious, and also produce healthy

beverages like milk, fruit juice.

Customers classes states as the following:

A: Coca-Cola target in the age between 15: 25.

B: for people have health conscious, people with health problems like Obesity and diabetes, and eldest

between 55 to 74 year olds are primary drivers of diet soft drink sales.

C: For children and the elderly.

Coca-Colacompany product

Product 1: Coca-Cola classic, Fanta and sprit, and other products with carbons.

Product 2: Coca-Cola diet and Coca-Cola zero.

Product 3: healthy beverages such as juice, water, tea and coffee and fruit drinks


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Customer's classification Coca-Cola company products

1= 90% A+2% B +8% C

2= 0.5% A +90% B+ 9.5% C

3= 1% A + 5% B +94% C

We can conclude that the first product which appropriate for the segment from 15to 25 and maybe to

40 without health problems will consume 90% from their Purchases on this types, and only 2% for Coca-

Cola diet and zero, but they can buy with 8% from purchases from products 3.

While the children and the elderly who are in the third segment, the pattern of purchases are focused

on healthy drinks and note that they are almost far away the first segment, but can visit second segment

and spent 5% from their purchases.


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Market Mix (4 p`s) for Coca-Cola Company

As we know that market mix is one of the best

tools to evaluate the current situation of any

company to analyses their position for the future

out comes.

1. ProductMore than 3,500 beverages, from diet and regular

sparkling beverages to still beverages such as

100% fruit juices and fruit drinks, waters, sports,

soft and energy drinks, teas and coffees and

other.

2.PricePrice ofCoca-Colais differ according to size and

amount, prices is appropriate to the customers

upper low and under low, for under low we

create Coca-Colabattle return and anther class

we create Coca-Cola cans and plastic bottles ,

we can say that all people thirst will drink Coca-

Colawith start price only 1 pound.


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3. PromotionCoca-Colapromotions divided to:

Advertisements and reduce price in Ramadan.

Reduce the price in winter season.

Coca-Cola200ml only with 2 pound.

Advertisement on television, radio, internet, and footballer t-shirts

Open Coca-Colaand win..

Visit http://www.coca-cola.com.sg/openacoke2009/

Free Coca-Colafrom MacDonald

Advertising by famous artist and footballers.

Also hyper markets offers buy one Coca-Colaand get one free and anthers offer.

4. PlaceYou can find the Coca-Colasoft drinks anywhere in every country of the world and in every market,

restaurant, coffee, hotel, hyper markets and small markets in these countries. Sell its product in

international market, because 'Coca-Cola'is a product which can be used by everyone irrespective of

age and gender, all over the world.
http://www.coca-cola.com.sg/openacoke2009/http://www.coca-cola.com.sg/openacoke2009/http://www.coca-cola.com.sg/openacoke2009/http://www.coca-cola.com.sg/openacoke2009/


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Market share

Market share Definition:

The firm's performance relative to competitors

can be measured by the proportion of the market

that the firm is able to capture. This proportion is

referred to as the firm's market share.

Approximately 500 drink manufacturing and

bottling companies produce in excess of20.6

billion gallons of drink annually. The main players,CocaColawhich produce 11.13 billion gallons,

and PepsiCo which produce 7.41 gallons, account

90% of the domestic market share. Within these

companies, Coke remains the brand of choice,

followed by Pepsi, as depicted in the chart below.

We notice that market for drink manufacturing and bottling companies produce is expand for these

reasons:

1. Summer in Egypt becomes too hot

more than previous years.

2. Ramadan month in summer season.

For this reasons Coca-Cola market share also

expand.

We will measure market share for Coca-

Cola by two ways:

1. Market share for Coca-Colameasured by volume

Number of gallons for Coca-Cola

annually/total market volume by gallon

Coca-Cola

Comopny

54%

Pepsi

Company

36%

Others

10%

Coca-cola Market share by

Volume

62%

29%

9%

Market share by Sales

N.R for Coca-Cola Company

N.R for Pepsi Company

N.R for other Companies


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2. Market share for Coca-Colameasured by revenue

Net revenue for Coca-Cola/Total Market Revenue

Where:

Total market revenue $59.37 billion.

Net revenue for Coca-ColaCompany $37.22614 billion.

Net revenue for Pepsi Company $17.6 billion.

Net revenue for others company $4.54 billion.

*Net Revenue N.R

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