Marketing Plan of Coca Cola

6005 Words Nov 13th, 2010 25 Pages
Coca-Cola in Great Britain

Live On The Coke Side of Life

Table of Contents Introduction 3 PESTLE Analysis of the macro-environment 4 SWOT Analysis 5 BCG Matrix 6 SPICC 7 Suppliers 7 Publics 7 Intermediaries 7 Competition 8 Customers, consumers and markets 10 Soft Drinks Market 10 Table 1: Soft Drinks UK Market Segmentation 11 Market for smoothies 12 Table 2 : Forecast of UK retail sales of smoothies, 2001-11 13 Table 3 :Brand manufacturers sales of the smoothies market, 2001-06 14 Table 4 : UK value sales of smoothies by type, 2001-06 15 Table 5: Consumption of fruit and vegetable juice 2002-2006 17 Table 6: Consumption of drinks – 7-14-year-olds, 2001-05 17 Marketing Mix (4Ps) 19 Product 19
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nship with the Coca-Cola Company * Operation focused on the developed markets * Advertising * Extensive distribution capacity and strong production network * Launch of Coke Zero, respectively the whole Zero range * Recycling Zone (Pilot programme) * Sponsoring of sport events | * Unbalanced portfolio * Lack of product diversity * Lack of bottled water * Heavily reliant on carbonated drinks * Disasters like Dasani water * Market failures Sprite 3G * Consumers perceive Coca-Cola as an unethical company * Lack of innovation, mainly variants * Highly focused on The Coca-Cola Company * Shift in consumption * Mature market | Opportunity | Threats | * Growing bottled water market * Fast growing markets for pure juices/fruit juices, and especially for smoothies * Growing market for healthier drinks * Recycling initiatives * Possible acquisition of Highland Spring and other possible acquisitions * Smoking ban * Aging population * Healthy drinks in schools | * Mature market - Decline in carbonated drinks * Intense competition * Own labels * Consumers are increasingly concerned about health and obesity * School ban on carbonates * Fear of benzene in diet drinks * Consolidation of retail * Acquisition activities of rival companies * Challenging cost environment |
BCG Matrix

Powerade Functional Drink | Five Alive Fruit/Vegetable Drinks | Minute Maid Fruit/Vegetable Drinks | Oasis Fruit/Vegetable

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