Marketing Plan 2011

(Proposal)

By: Suleman Zafar

FAST Business School

Objective
for

2011

to

increase sales

of coca-cola by

3%

to create

High Visibility

of coca-cola

make coca-cola

favorite brand among youth

Paint

the Town

Red
with

COKE

Objective of Activity

Objective is to create

High Visibility

coca-cola

of

3 phases

Merchandising
Area Storming
Wall Painting

Phase 1

Merchandising
Soft Merchandising
Permanent Merchandising

Regular

merchandising

Directional signs
Shelf Separators
Shelf Talkers
Posters
Racks

Permanent

merchandising
Cash counter Branding
Available Here Signs
Sun Shades
Gondolas
Racks

Must Win Channels

International Modern Trade Outlets
Local Modern Trade Outlets
Traditional Trade Outlets

MAXIMIZE
VISIBILITY

International
Modern Trade

Local Modern
Trade

Local
Trade

Category Gondola Branding

Shopping bag branding

Entrance branding

Counter Branding

Directionally Signs

Shelf Separators

V-end Branding

One Way Vision

Elements

Elements

International
Modern Trade

Local Modern
Trade

Local
Trade

Trolley Branding

Poles Branding

Floor Graphics

Wind chimes

Shelf Talkers

Bunting

Mobiles

Posters

Phase 2

Area

Storming

Area

Storming
All efforts in one particular area at one time

Elements of Area
Branded Busses
Storming

Bus Stop Branding

Streamers
Banners
Rickshaws
Cutouts
Green Belt Decorations
Tree Branding
Road Safety Message

Gulberg
Cavalry Ground
Bharia Town
Muslim Town
Garden Town
Johar Town
Model Town
Faisal Town
Samna bad
Mozang
Shadman
Chaburji
Township
Mughalpura
Dharampura
Cantt
Sadar
Garri Shau
Iqbal Town
Liberty market
Eden
Canal
Green City
Paragon City
Valencia
PCSIR

Phase 3

Wall

Painting

Wall

Painting
Opportunities
in

Lahore

if you are coming from Khalid butt chowk towards firdous market
(Cavalry Market)

if you are coming from firdous market towards Khalid butt chowk
(Cavalry Market)

SKM Hospital towards Allah hoo Chowk

(right side near wapda office)

Model Town Link Road

Allama Iqbal Town Main Boulevard,

KIPS Building Toward Moon Mkt.

Jail Road,
if you are coming from Mozang Towords Shadman Chowk

Allama Iqbal Town Main Boulevard,

Moon Market

Johar Town, Main Boulevard

G1 Market Near Tobbaco Shop

Defense Main Boulevard

Towards Walton Road

Consumer Engagement Activity

Objective is to increase sales & give coca-cola

consumer benefits to make them loyal

Mechanics of the Activity

On the purchase of COKE DISCOUNT pack

Consumer get a chance to play WHEEL OF FORTUNE game

COKE DISCOUNT pack

WHEEL of FORTUNE game

WHEEL OF FORTUNE game

Key Chains

Coke Caps

Coke T-shirt

Surprise
Gift

Element of the Activity

Hoarding
Streamers
Standees
Uniforms

Hoarding

Streamer
&
Standees

Uniforms

Key Focus Areas

Hyper Marts
Makro
Metro
Hyper Star etc..

Modern General Stores

HKB
Al-Fatah etc..

Duration of Activity

months activity

June 2011 to August 2011

Estimated Cost

Cost of Activity per Month

Total Cost will b

1million

3million for 3 months

Objective of Activity

Make Coca-Cola

favorite brand of soft drink

among youth

Most preferred thing in Youth

after
is

MUSIC

FOOTBALL