Strategic Planning for Npd in Coca Cola

Table of contents:

Coke Choco:………………………………………………………………………        

Corporate Objectives:        

Four P’s of marketing-        

SWOT analysis of Coca Cola (Euromonitor, 2013)        

PEST analysis of Coca Cola (Anders, 2011)        

Competitive Analysis        

Assumptions        

Marketing Objectives for Coke Choco        

Growth Strategy        

Strategies for new product        

References        

Coke Choco

Coca Cola is the largest beverage company in the world and currently serves about 200 countries and offers 500 brands. Coca Cola holds the largest share in the beverage industry across the world. The 2011 Interbrand’s study on best global brand, the name of coca-cola was on the top for being the most valuable brand of the world. (Jerevicius, 2013) Coke till now has been launched with several flavours. Some of them are Cherry, Coffee, Lime, Lemon, Vanilla and different versions of these flavours. Among these flavours Coke Vanilla has been one of the most successful flavours or variants of Coke.  In the current report the idea is to launch a new flavour of Coca-Cola. The flavour is somewhat inspired by Coke Vanilla. The idea is to launch Coca-Cola with a hint of Chocolate to it- Sweet and rich chocolaty flavour. This flavour of Coca- Cola with the rich flavour of chocolate in it will be named as Coke Choco. Initially the plan is to launch it as a limited edition flavour of Coca-Cola in the UK markets. The inspiration for launching Coke Choco has been taken majorly from Coke Vanilla keeping in view how people of UK and US accepted it wholeheartedly.

Corporate Objectives:

• To increase the growth of sales of Coca-Cola Great Britain by 10% as an increment of 1.6% to the current growth rate of sales in UK.

Currently coca cola holds a growth rate of its sales at the rate of 8.6% year after year consistently. The Great Britain portfolio of coca cola is worth £ 1,998 million. What is interesting is a big chunk of this portfolio is contributed by Coke trilogy, which includes- the standard coca cola, Diet Coke as well as coke zero. Their sales are growing at a rate of 6.4% each year. The estimated portfolio of just these three is £1,150 million. Launch of vanilla coke as regular product of coca cola has helped in increasing sales of coca cola even further and Coke Choco will help in achieving the target of 10% rate of sales growth. (Coca Cola UK, 2013)