PONDICHERRY UNIVERSITY
DEPARTMENT OF MANAGEMENT STUDIES
MARKETING MANAGEMENT
MARKETING PLAN ASSIGNMENT
NAME : P.ILAVAZHAGAN
YEAR : I
SEC : A
REG.NO : 14397034
COOL & COOL SOFT DRINKS
I have devised a marketing plan for cool & cool soft drinks company.
OVERALL SUMMARY
• Executive Summary
• Environmental Analysis
• P’s Of Marketing
• Situation Analysis
• SWOT Analysis
• STP Analysis
• Marketing Strategy
• Implementation Plan
• Packaging
• Evaluation Metrics
EXECUTIVE SUMMARY
Cool & Cool Soft Drinks Company is a start-up business which has made a good profit by selling its products to one particular locality. This is mainly due to the quality and the individuality of the product and can’t deny the fact that there is a
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An evaluation of the company’s internal strengths and weaknesses and external opportunities and threats served as the foundation for this strategic analysis and marketing plan. The plan focuses on the company’s growth strategy, suggesting ways in which it can build on existing customer relationships.
ENVIRONMENTAL ANALYSIS
Cool & Cool Soft Drinks Company is selling its products only in rural areas currently. They are planning to expand their sales in urban areas also. This marketing plan is aimed to implement that idea.
P’S OF MARKETING
• Price: Money needed to buy the product.
• Product: Actual product, how it is different from other products.
• Promotion: How the product is made to be known by people.
• Placement: Where the production is located.
• People: People who represent the company how effective they are.
• Packaging: How the product is packed and protected.
SITUATION ANALYSIS
INTERNAL
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• Uniqueness.
• Low cost.
• Accessible.
OPPURTUNITIES
• Since it’s a new product to the bigger market area people will be tempted try this product.
• It’s a big opportunity since the first impression is the best impression and if cool & cool can satisfy the customers at their initial stage they can give some real competition to the big players.
WEAKNESS
• The major weakness is they are yet to see the effects of marketing a bigger area.
• Cool & Cool have no prior experience in the bigger market area.
THREATS
• Cool & Cool may face some tough competition and may face some aggressive marketing strategy by the bigger players.
• They wouldn’t want another company to develop has a competitor for them
STP ANALYSIS
SEGMENTATION
Market segmentation for Cool & Cool soft drinks is based on certain features. Some group of people may react to certain way for a particular product. Some people need soft drinks to be at a certain price range. Some may think that if the price is low it has low quality. Some customers may be very interested in the concept of VFM (Value for Money). Customers nowadays want the maximum benefit for the minimum amount they are paying.
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