Marketing

Plan
Presented By:
Aditya Kale
Aniruddha Patil
Gourav Kapoor
Narendra Kashikar
Siddhartha Kamat

Contents:
i.

Brief Introduction of Marketing Plan

i.

Objectives of Marketing Plan

ii. Brief Introduction of the Company

iii.
Executive Summary
iv.
Current Market Situation
v.
Objectives of the Company
vi.
SWOT Analysis
vii.
Marketing Strategies
viii. Marketing Segmentation
ix.
Budgets
x.
Issues and Initiatives in India
xi.
References
xii.
Advertisement Clips

Introduction of Marketing
Plan
A part of business plan
Most marketing plans cover one year
General to specific : Vision to mission &
then down to the individual action plans
The most important output of marketing
process.

Objectives of Marketing
Plan
To set realistic & unambiguous goals.
To develop an action plan for achieving
these goals.
To align the marketing activities with
corporate mission.
To respond to rapidly changing market
conditions.
To quantify the outcome of each activity.

Introduction of the Company

Founded in 1892 after the formula was invented by
Pharmacist John S. Pemberton
Headquartered at Atlanta, Georgia-USA
Currently offers more than 500 brands in over 200
countries
Provides 1.7 billion servings a day
Of this Coca Cola(Coke) accounts for nearly 78%
Sales distributed as follows: 42%(USA), 38%
(Mexico, India, Brazil, Japan and China), 20%(Rest of
the World)
Financial Details :

Revenue

US$

35.119 billion
Operating income
US$ 8.449 billion
Net income
US$ 11.809 billion
Total assets
US$ 72.921 billion
Total equity
US$ 31.317 billion
Employees: 1,39,600

Executive Summary
Doubling the revenues by 2020
Making a positive difference in the communities
Project the company as a responsible corporate
citizen
a) Sustainable water use & packaging
b) Climate protection
Lift the corporate brand image
Connect with global middle class by creating new
products and packaging formats for all lifestyles
and occasions.

Fun Fact 1:3.1% of all beverages

consumed around the world are CocaCola products

Of the 55 billion servings of all kinds of beverages

drunk each day (other than water), 1.7 billion are
Coca-Cola

Objectives of the Company

Mission:
To Refresh the World... In body, mind, and spirit
To Inspire Moments of OptimismThrough our
brands and our actions
To Create Value and Make a Difference...
Everywhere we engage.
Vision for 2020 Sustainable Growth:
PROFIT: Maximizing return to shareowners while
being mindful of our overall responsibilities.
PEOPLE: Being a great place to work where people
are inspired to be the best they can be.
PORTFOLIO: Bringing to the world a portfolio of
beverage brands that anticipate and satisfy
peoples Desires and needs.
PARTNERS: Nurturing a winning network of
partners and building mutual loyalty.
PLANET: Being a responsible global citizen that
makes a difference

Current Market Situation in

India
The carbonated drinks market is close to Rs 6,000 crore
($1.36 billion) with growth at 10-12 per cent
The fruit juices and fruit-based drinks market is close to
Rs 5,000 crore ($1.13 billion), growing at 35-40 per cent
annually.
Within the hot beverages category, India is the largest
producer of tea and accounts for 28 per cent of the global
production at 956 million kilograms annually.
The total turnover of the tea industry is over Rs 8,000
crore ($ 1.8 billion), growing at a rate of 1.2 per cent
annually.
India is the worlds 5th largest producer of coffee,
accounting for 4 per cent of the worlds production.
In India, Coca Cola and Pepsi hold a market share of 95%
of which coca cola has 60.8% the rest belongs to Pepsi.
Main Indian Competitors:
Pepsi Co.-Pepsi, Slice, Dew, Mirinda, Tropicana Juice, Lipton
Tea
Nestl-Nestea and other Milk Related Products.
Dabur-Real Fruit juice

Products To Offer in

Situation
Aerated Drinks
Coca Cola
Diet Coke
Sprite
Thums up
Maaza
Limca
Kinley Soda
Juices Minute Maid
Iced Tea Nestea
Water Kinley Water
Tonic Water Schwepps
Energy Drink Burn
Canned Coffee Georgia

Current Market

Fun Fact 2:Coke makes so many

different beverages that if you drank
one per day, it would take you over 9
years to try them all.

Coca-Cola has a product portfolio of more than

3,500 beverages (and 500 brands), spanning from
sodas to energy drinks to soya-based drinks

Fun Fact 3:Coca-Cola's $35.1

billion in revenue makes it the 84th
largest economy in the world, just
ahead of Costa Rica

Fun Fact 4:The Coca-Cola brand

is worth an estimated $74 billion:
more than Budweiser, Pepsi,
Starbucks and Red Bull combined

Fun Fact 5:

If every drop of Coke

ever produced were put in 8-ounce
bottles and laid end-to-end, they
would reach the moon and back over
2,000 times

Fun Fact 6:If you stacked up

Coke's 2.8 million vending machines,
they would take up 150.2 million
cubic feet of space -- the size of 4
Empire State Buildings

SWOT Analysis of Company

Strengths:
Strong Brand Name
Corporate Identity
Global Distribution
Advertisement
Innovation
Local Approach
Strong R&D
Backward Integration
Thanda Matlab Coca Cola
Brand Loyalty
Financial Stability

Fun Fact 8:Around the world, the

average person consumes a Coke
product every four days

SWOT Analysis of Company

Weaknesses:
Not No 1 In India
Market Share
Under Utilization Of Capacity
Sales In India
Pesticide Controversy

SWOT Analysis of Company

Opportunities:
Developing A Global Brand
Coca Colas Bottling System
Sufficient Capital
Has A Potential
Expansion Into New Market
Possible Growing Demand
Merge

SWOT Analysis of Company

Threats:
Competition Pepsi
Substituted
Not Necessarily Married
Pesticide Matter
Change Of Taste

Marketing Strategy
Marketing Mix:
Product:
Product Line
Quality
Brand Name
Logo
Packaging

Fun Fact 7:The red and white

Coca-Cola logo is recognized by 94%
of the world's population

Modulation in Prices
Price:
Psychological Pricing
Penetration Method

Intensive Distribution
Place:
Strategy
Warehouse & Delivery
Marketing Channels

Coverage:

Advertisements:
Promotion:
Print Advertisements
Radio Advertisements

Implementation-Brand
Localization Strategy
India A(4%):Life Ho To Aisi
This segment sought social bonding as a need and
responded to inspirational messages, celebrating
the benefits of their increasing social and economic
freedoms.

India B(96%):Thanda Matlab

Coca-Cola
Use of Idiomatic expressions and Local language
Accessibility Campaign
Distribution Infrastructure: Retail Outlets Doubled in
2 yrs.(From 80,000 to 160,000)
Doubled the Market Penetration in rural areas
(13% to 26%)
Campaign of the Year(2003), Advertiser of the
Year(2003)

Fun Fact 9:Coca-Cola spends more

money on advertising than Microsoft and
Apple combined

Coca-Cola advertising budget (2010): $2.9

billion
Microsoft advertising budget (2010): $1.6
billion
Apple advertising budget (2010): $691 million

Implementation through
Advertising:
Brand Ambassadors:
Coca Cola: Imran Khan(Endorsement Fee:3.35 cr)
Aamir Khan(Endorsement Fee:10 cr)
Virendar Sehwag
Thums up-Akshay Kumar(Endorsement Fee: 5 cr)
Fanta-Genelia Dsouza (Fee: 1.13 cr)
Sprite-Shahrukh Khan

Sponsorships:
First Commercial Sponsor of Olympic Games in
1928
Fifa World Cup(Since 1978)
Major League Baseball, NBA, NHL.
1996 Cricket World Cup
IPL: Delhi Daredevils
English Football League(Coca Cola Championship,
League 1, 2)

Implementation through
Advertising:
Mass Media:
Hollywood Movies : Borat, Click, Failure to
Launch, Glory Road, Gridiron Gang, Hostel, Mission:
Impossible III, Silent Hill, The Covenant, The
Departed

Bollywood Movies: Kaho Naa Pyar Hai, Rang

De Basanti, Taal, Shree 420, Kuch Naa Kaho, Bobby.

Campaigns & Collaborations:

Dominos

Coke Studio with MTV

Diwali Campaign: Come Home on

Deepawali

Brrrrrr Campaign

Budgets
Coca Cola has an global annual advertising
budget of
$1.6 billion a year.
2011-12 Q1 Highlights(Coca Cola India):
Total Sales:$356.9 million
Operating Income:$19.2million
Net Profits:$6.4million
Earning per Share:$1.69
Current Trading Price:$63.70

Return on Equity:30.9%
Return on Assets:15.1%
Return on Invested Capital:25.1%
Gross Profit Margin:68.4%

Issues and Initiatives in

India
Groundwater Depletion
The Issue: Several droughts in a number of
villages in Kerala and Uttar Pradesh where
the plants operated were linked as a
possible cause due to the large usage of
water for production.
The Initiatives:
Reduce
Recycle
Replenish

The Results:
Water usage ratio reduced by more than 25%
from 2004-2009
Waste water treated to a level to support
aquatic life
Rainwater harvesting potential equal to 93%
of ground water used.

Issues and Initiatives in

India
The Pesticide Controversy:
The Issue: in 2006, CSE established that Coke had 25
times the pesticide residue than found in 2003 which
posed health risks, which also resulted in a 11% drop in
sales.
The Initiative via Advertisements.

Initiatives in India

References

Thank You