Marketing Plan - Coca-Cola Company
Autor: moto • April 1, 2011 • Case Study • 6,402 Words (26 Pages) • 4,569 Views
The following marketing plan forms the basis for the introduction of an innovative new
product by the Coca-Cola Company. The analysis allows us to outline the best strategies
to follow for the achievement of the company's strategic goals. "Bubble Buzz" will be
marketed as a unique functional drink while striving to reinforce the company's status as
the leader in innovation and successful product launches. The marketing strategies will
enable to reach a market size of an estimated 8,688,300 people (targeted) with a
forecasted sales growth prospect of 7.3% over the next 4 years ($243,029.47 profits),
while satisfying the needs of the still-unserved market for ready-to-drink bubble tea.
Success will be reflected by a sizeable capture of market shares within this market, while
strategically carrying the company up to the top spot as the market leader in the
functional drinks segment of soft drinks. Export potential will be considered in China.
Brief description of the company
The Coca-Cola Company's core undertaking is
to benefit and refresh everyone it reaches.
Founded in 1886, we are the world's leading manufacturer, marketer, and distributor of
non-alcoholic beverage concentrates and syrups, which are used to produce nearly 400
beverage brands that make up for our wide portfolio. Our corporate headquarters are
established in Atlanta, and we are holding local operations in over 200 countries around
the world. Our activities cover all sectors of the beverage industry. We are the second
leading player in functional and Asian specialty drinks, while ranking number one in
value for the ready-to-drink tea sector (ref.1, p.1).
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Brief description of the new product, & strategic role in the future position of the company
"Bubble Buzz" will be a bottled beverage
and will be positioned as the only ready-to-drink Bubble Tea product available on the
market. The beverage will have a green tea base with enhanced fruit flavors (passion
fruit, strawberry and lime) as well
...