Coca Cola

sakshinikharsanketmanimiti

rashminiyati

udayansomil

Marketing

Phase 0: Articulating market opportunity and defining market segments. • Collect customer data.• Study competitors.• Target segment 10 years and above both male and female.• research the 'demographics' into age, gender, income etc.• research the 'psychographics' into lifestyle, social class,

attitude and beliefs etc • research the 'geographic' by trying to gauge the estimated

product sales in different parts.

Marketing

Phase 1:Collecting customer needs, identifying lead users and competitive products.

• Collecting info about customer lifestyle, behavior and buying habits.

• Understanding what other products in the market offer and try to match the needs of the customers in those sections.

•  Identifying the key consumers and the reasons which make the product superior to them.

Marketing

Phase 2: Plan for product options and extend product family, also set target sales price points.

• Coke chocolates, coke along with cranberry juice, butterscotch coke.

• Price between the range of Rs.12-19.• Start Other packaged food products.• Enter into energy drinks market. 

MarketingPhase 3:Developing marketing plan

• Calculate the budget available for the various marketing events.

• Then divide the budget in the different types of marketing intended to be done.

• This will be done after analyzing what type of marketing reaches the highest number of target audience.

• Understanding the market needs.• Segmenting the product & the consumer in the right

manner.

Marketing

Phase 4: Develop promotion and launch material. Field testing.• Newspaper-Times Of India,Hindustan Times.• Magazines-Femina, Cricket World, GQ.• Television-Zee TV, Star Plus, MTV, Sony.• Radio-Big 92.7 fm, Radio One etc.• Listing • Promotions (mail outs, samples, freebies, discount coupons)• Internal marketing (employee rebates, sales incentives)• Danglers• Pamphlets and leaflets in newspapers and magazines.

Marketing

Phase 5: Place early production with key customers.

• Product launch parties.• Introductory promotions at key locations.• Launch new products in times of festives with maximum

marketing to gain a sizeable market and also to give current customers something new for the season.

• Keep adding flavors or different variants to its products.• Try and strick the right balance between old & new

customers.

Design

Phase 0: Product platform and architecture consideration. Assessing new technologies.

• 330 ml, 600 ml, 1000 ml, 2000 ml bottles• Curvaceous plastic bottle.• Technology advancement in terms of packing and storing.• e.g. Use of bottles which keep the drink cold for a longer

time after removing out of refrigeration.• Eco - friendly products use for packaging• Package in various forms like cans, pouches etc.

Design

Phase 1: Feasibility of product concepts. Industrial design concepts. Build and test prototypes.

• Evaluate the product's merits.• Determine production tooling requirements.• Determine ways to improve Design to improve marketability.• Testing prototypes is a very important step. e.g. testing the

sturdiness of the bottle in which the soft drink will be packed.

Design

Phase 2: Alternative product architectures. Major subsystems and interfaces. Refine industrial design.• Develop a new formula for new product.• Design products based on the regional specification• In case of failures, setting up backup strategies.• Identifying which of the current industrial designs have

become obsolete and trying to get them renewed for better product acceptance.

Design

Phase 3: Choose materials. Assign tolerances. Complete industrial design control documentation.

•Material for preparation of the soft drink has to be carefully selected for the best product.•Also the materials for the packaging material needs to be as per industry norms.•The design has to have proper documentation regarding all the details.

Design

Phase 4: Reliability, Life, Performance testing. Obtain regulatory approvals. Design changes.

•The reliability of the product has to be tested through various testing methods of the prototypes.•The shelf life of the product has to be determined, in various different temperatures.•After all the testing is done regulatory approvals have to be taken from the regulatory boards.•Any specific changes which needs to be done has to be redesigned.

Design

Phase 5: Evaluate early production output.

•The early production which was released in the market needs to be diagnosed for a feedback.•Response of people is very essential to know about the reactions of the people.•If there is any negative response it has to be analyzed and steps should be taken to rectify or minimize it as much as possible.

Manufacturing

Phase 0: Product constraints and supply chain strategy. • Maintenance of machines.• Life of machine.• Supply-chain.• Limitations in production.• Problems occurred during production must be listed and

rectified to minimize errors.

Manufacturing

Phase 1: Manufacturing cost and production feasibility.

•Before manufacturing, the cost of manufacturing has to be estimated as accurately as possible.•There always have to be a space of buffer for extra costs.

Manufacturing

Phase 2: Perform make buy analysis. Define final assembly scheme. Set target costs.

•Target the research based on the segmentation of the market.•Research based on product positioning.

Manufacturing

Phase 3: Piece-part production process. Design tooling. Define quality assurance process. Procurement of long-lead tooling.

Manufacturing

Phase 4: Supplier ramp-up. Refine fabrication and assembly processes. Training work force. Refine quality assurance process.

Manufacturing

Phase 5: Begin operation of entire production system.

•After careful calculation and analysis the final production of the soft drink is to be started.•In this phase it is assumed that all the manufacturing calculations are in place and also there is a positive feedback in the trial run of the product.•Any problems faced during this process has to be solved immediately for the production phase to go smoothly.

Other Functions

Phase 0: Demonstrate available tech(research). Provide planning goals(finance). Allocate project resources(general management).

•The current technology being used to manufacture the product will need to be researched upon.•A good R&D team is needed for the company to bring in new technology to the process.•Financial forecasting has to be done in advance to understand the feasibility of the entire project.•The financial resources has to be allocated to all the departments in a justified manner to get maximum returns.

Other Functions

Phase 1: Facilitate economic analysis(finance). Investigate patent issues(legal).

•Analysis of all the economic factors in the company after the launching of the product.•Analyzing the competitors pricing strategy.•Clearing any issues related to legal obligations is of utmost importance.•Patenting all the designs was important to retain the uniqueness of the product.

Other Functions

Phase 4: Develop sales plan(sales)

•The sales plan has to be formulated as per the geographic demand of the product.•The amount of time taken for transport of product from factory to the various outlets has to be calculated.•The sales persons should be trained to be courteous and friendly to the customers.•After sales service is an important factor in the sales planning also.