Marketing Plans: Analyzing the Product Success of Coca Cola

When developing a marketing plan, it is imperative to discuss its purpose. Marketing Plans provide comprehensive blueprints of overall marketing efforts, requiring research, time, and commitment, helping to develop business products and services (Kristen 2013, p. 20). Without effective marketing clients are unlikely to approach businesses and ask for services, and the marketing plan is designed to meet the needs of the target market (Stephenson 2010, p. 238). Developing good marketing practices will help give customers an understanding of how products and services are better or different from competitors

The Coca-Cola Company is the globes leading and largest beverage company, offering to its consumers with more than five hundred still and sparkling brands. The portfolio of the company features seventy billion dollars brands such as Fanta, Coca-cola Zero and Diet Coke. The societal views of the 1990s greatly differ with the contemporary views especially with regards to issues such as masculinity and feminism. Within the last decades, women have changed the previous anticipation of their roles and have much self-sovereignty when compared to the previous decades. As a result, the advertisers of various products have changed the way through which they sell their brands to these groups of individuals. The paper shall presents how the commercial advertisement for one of its products the Diet Coke have changed over years most specifically focusing on the commercial ad of the year 1990s and that of the year 2014.

To market properly a product a company must first figure out whom that target market is. Knowing what age, sex, lifestyle, and working class to market the product is the information required. A company must also understand how to market that product to the buyers and the consumers of its product. A buyer does not have to be the consumer and sometimes both are the same it depends on the product and the target market. Knowing, who the company competitors are, how, and where they sell their products is a key for properly promoting a product. Understanding where to find this information and what to do with this information is a key marketing tool that will make the promotion of a product

A successful marketing strategy plan is fit with the appropriate context, whether it is measured successfully is depends on the companies. Strategies have two essential characteristics, they are made in advance of the action to which they apply, and they are

The final component used to achieve success in the marketing business scenarios are strategies. These are market strategies or methods that are used to achieve the previous component; market objectives. The main strategies adopted by business are the marketing mix. This consists of the four P’s, product, prices, promotion and place. An ideal way to demonstrate how these are crucial in success is the expansion on the Imax case study. Elaborating on the Imax target markets are the strategies it uses to achieve its objectives. Its strategy in relation to the product side of things is a release 6-8 new film in each market over a year period. It pricing strategies target the schools and

The marketing plan has close ties with the overall financial and business plan. This plan contents a strategy for success, and breaks it down into coherent, actionable components that will aid The Sub Shop to implement marketing activities to provide a firm return on investment. The following areas will help explain how the company plans to differentiate the business and product offering from the competition, and define the strategy that will drive its business forward.

The usage of more familiar, classic flavours and ingredients and use of less familiar, exotic flavours and ingredients are going to be key factors.

The Coca-Cola Company is a beverage company. “It owns or licenses more than 500 nonalcoholic beverage brands” (MintGlobal, 2014). Coca-Cola Company was founded in 1886 by an Atlanta pharmacist who is Dr. John S. Pemberton; he created a unique tasting soft drink which generated flavored syrup and mixed with carbonated water. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, was credited with the name of beverage “Coca Cola”. They also designed the trademarked and unique script together (The Coca-Cola Company, 2013). Today, the Coca-Cola Company has been operated for 125 years, had employed 139,600 people, and sold 1.6 billion beverages each day in more than 200 countries (SASKIA R, 2011).

Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are

342). The business challenge section describes the specific offering and summarizes the reasoning for why the company should invest in the offering (Tanner, p. 343). Next, the market section describes the current market status and outlines the organization’s customers, competition, and any other entities the company may work with throughout the process (Tanner, p. 343). The plan should then detail the strategy that the organization will employ in order to sell the offering and to develop the market (Tanner, p. 346). Following the strategy portion, the budget section provides detailed assessments of all resources (i.e. personnel, equipment, locations etc.) that are required for a successful product launch (Tanner, p. 347). Lastly, the conclusion of the market plan reiterates the key aspects to include the offer itself, the target market, and communication plan; while also providing the reasoning for why the plan is the best choice (Tanner, p. 348). Ultimately, the marketing plan is valuable to an organization because it acts as a tool to sell ideas and provides essential details that are vital to the company’s overall success. Now that the elements of a market plan have been discussed, the following text will discuss how different marketing concepts are carried out into the execution of a marketing strategy.

In 1886 Dr. John S. Pemberton created a distinctive tasting soft drink and in 1899 Benjamin

Your marketing plan should be based on the latest market intelligence and research, should detail your

Marketing strategy as the overall plan as a whole need to be considered first. Without a powerful marketing strategy, all the efforts during the new product developing process are chaotic and easily to get lost. Because of marketing strategy can guide the company to implement marketing activities successfully and achieve their business goals. Moreover, Kotler and Armstrong (2012) supported this suggesting that developing the strategic planning by giving the rational specific situation, opportunities, objectives and resource of the strategy must be helpful for product long-term survival, and the balance between organization resource utilization and goals achievement should be

Evio is the new product by Coca-Cola, which maintains the good taste of diet coke, and meanwhile, provides great energy for the consumers. Especially, Evio contains much less calories and sugar than diet coke. The new product is especially targeted at young consumers aged 25-40, who pursues a healthy and energetic lifestyle. Evio will be offered in several key markets like the US, Australia and China. In the recent years, the major cause for Coca-Cola’s market decline was that people pay attention to importance of health and turned to healthier drinks with fewer calories (Kell n. pag.). Therefore, Coca-Cola is likely to benefit from Evio in three aspects. First, Evio will update consumers’ understanding of Coke.

This report refer to business marketing plan of Coca-Cola as a manufacturer and seller to retailers and suppliers. Company manufactures, sell and market, concentrates, syrups, sparkling and still beverages to licensed bottlers. These bottlers then according to their territory sell and distribute Coca-Cola to retailers, vending machines. (Coca-cola, 2014) In today’s world of innovation for marketing managers the business market is the distinct task. Business market are defined as markets for products and services that can be from local to international. It is not a simple word, it includes business to business markets, international bodies, and government bodies. In business market customers are classified in three categories that are commercial enterprises, government, and institution. Market can be business market or customer market. The business market is called business to business market and the customer market is called business to customer market (Michael D Hutt, 2007-2010).