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Marketing for a New Coca Cola Drink

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Length: 5621 words (16.1 double-spaced pages) Rating: Red (FREE) ---------------------------------Marketing for a New Coca Cola Drink

The Coca Cola Company requires ideas on the development of a new fizzy Coca Cola Drink. It must utilise the flavours and styles of existing Coca Cola Fizzy Drinks, but capture a currently untapped or unfulfilled market segment. You need to consider the current market, find a suitable segment and develop a marketing strategy for your idea. Market research Identify the most appropriate sources of primary and secondary data and consider which will provide you with the most effective information. Collect secondary data on the market including demographics, trends, segments and competitors. Refer to the usefulness of marketing information databases for this process. Use primary sources of information (such as a survey using a questionnaire) to help you come to a decision about your product. Explain why you chose to use a particular method.

Consider the validity of the information you have gathered. Summarise your findings clearly. Marketing models Product Life Cycle BostonMatrix Ansoff's Matrix Using these models, assess The Coca Cola Companies current portfolio and consider a range of alternatives for the development of product lines and markets. SWOT and PESTAnalysis Assess The Coca Cola Company through the use of a SWOT analysis and comment on the results of your findings. Undertake a PEST analysis in order to gain an understanding of the external environment in which The Coca Cola Company is operating. Explain how these relate to the development of your strategy. Marketing Mix Your findings should now enable you to develop a detailed marketing mix for your chosen product. What is the product (including packaging)? What is the pricing strategy and are there alternatives? Where is the place it will be sold (including distribution)? What promotional mix will you use? Evaluation Briefly summarise your strategy and identify some of the potential problems that may occur if your idea was put into action. Presentation Present one aspect of your marketing plan to an informed audience. Introduction: The Coca Cola Company has employed me to devise a new fizzy Coca Cola drink that will fulfil an untapped area of the drinks market. I plan to devise a questionnaire to ask members of the public which flavours they 'hope' that The Coca Cola Company will introduce in its famous 'Coca Cola' drinks range. I will then analyse the findings and produce

several charts and graphs to show the flavour that the public want to see available on the market. Ownership: The Coca Cola Company is a limited company. It has the opportunity to become larger than the other forms of private business organisation. It is allowed to raise capital through the medium of the Stock Exchange, which quotes their share prices, and this creates a fullness of financial possibilities. The initials "PLC" (or plc) appear after the name of the public limited company. Only two people are needed to form a public limited company and there is no stated maximum of shareholders. In The Coca Cola Company's case it is owned by many shareowners, some of whom are members of staff. The Coca Cola Company's business advantage is: · Shareholders have limited liability, so it means that the shareowners lose what they put in the business and they receive annual dividends. · It is easier to raise finance from banks, because The Coca Cola Company has many assets, which means banks are insured their money back or The Coca Cola Company's assets instead of the money. · Since it has many assets, it is possible to operate on large scale, which means more production and promotion for the product. This leads to The Coca Cola Company's objective to grow the business and also to operate in a wide range of markets. This leads The Coca Cola Company to have a high income, which is a success to The Coca Cola Company's objective, which is Mainly to maximise profits. · Suppliers feel more confident about trading with legally established bodies · There are tax advantages associated with giving shares to employees The disadvantages are: · Since The Coca Cola Company is a plc, its affairs are public; eg,

competitors will know about it and use it to their advantage and potential investors will query on whether they should invest I the company. · To be the number one product in a given market. · Since The Coca Cola Company is a plc. formatting and running. . · To operate in a wide range of markets.accounts and annual returns must be audited. · Have a good reputation. For example if Coca Cola makes a loss. · To expand. Information passes between departments can be confusing. its costs can be expensive. · The Coca Cola Company has many assets. · To maximise sales. Heavy penalties are imposed if "rules" are broken. · To provide the freedom for workers to express themselves and suggest ideas to help the business. which contain many capitals. Objectives: Public limited companies like The Coca Cola Company will have objectives such as: · Maximise profit. · To give satisfaction to customers. all these departments have to work together. This gives opportunities to competitors to get information about The Coca Cola Company. · Since The Coca Cola Company is a large business. · The Coca Cola Company is a large business it has many different departments for different jobs. which are very costly to use.

equipment.managers. CAPITAL.the willingness to take risks to earn a profit. ENTERPRISE. machinery needed. · Boost or maintain share market values. . These objectives will ensure The Coca Cola Company's success as a business. From the statistics I have. Functional areas: [IMAGE] Every public limited company has organisational functions these are the main activities of the following areas at the Coca Cola Company. Statistics Of The Coca Cola Company: [IMAGE] The above graph shows the statistics of The Coca Cola Company's last ten years. it shows that The Coca Cola Company is a very successful business. The factors of production: LAND. LABOUR.buildings (site where the business is located). [IMAGE] The above graph shows the statistics of The Coca Cola Company's during the past twelve months.· Achieve best possible financial return on capital. which allow it to exist and become a successful business. workers (any jobs roles that need to be filled).

the finance department will analyse research and development's plans for producing a new drinks and if they think it will be successful finance will give the money needed. shareholders and other information required by law. For an example the finance department gives research and development. But under circumstances if research and development department required more money to develop a new drinks. The targets help the finance department to make plans for the future that will help the business to achieve its objectives. All this information will be kept on file at Companies House and is opened to inspection by members public. Through this the departments would have achieved their objectives (eg making a profit. The Finance department keeps records of all financial documents this involves reporting and recording expenses spent and profit made. These will include a director's report. auditor's report. a budget of £50. good reputation. It is also necessary to file an annual return giving details of the directors. This department is in charge of giving budgets to other departments (by doing this it makes sure that the business reaches break even and no less in really bad circumstances). profit and loss account. source and application of funds and an explanation of these accounts. which is an electronic payment system. asset value and cash flow (money that goes in and out of the business). The research and development department will use this money within one financial year and not over-drawing (not taking more money). achieve best possible financial return on capital).000. each year. The Coca Cola Company can bill Tesco straight away. file with Register of Companies a set of audited accounts. They way that The Coca Cola Company deals with exchanging of money is by SAP. This process is . balance sheet. Managers see these targets and compare them with other past targets to find how successful the business is.Finance: [IMAGE] The finance department is in charge of and deals with money. For example if Tesco purchases a quantity of Drinks from The Coca Cola Company. so that the other departments keep to their main objective and responsibilities and do not waste money. This is also. Since The Coca Cola Company is a limited company the finance department must.

Stage 2. any activities associated with production are wealth creation. Then Marketing department basically takes place. for what "price".Stage 3 [IMAGE] Machine A's Machine B's Machine C's/People Before production takes place. to find out what to produce. The difference between all of the costs of the production and the price of the finished drinks represents the wealth that has been created. The contribution of all those involved in its development have added value to this process and helped to create that wealth. will also help them operate in a wide range of markets. The transformation is taken through by processes. these add value to the output such as materials and Labour so that the finished product can meet customer needs. The output could either be a service or a product. This will help The Coca Cola Company to achieve their objective to give satisfaction to customers through selling them a certain product for certain price. a brief is done. Production: The production department produces the products.time efficient and is a straightforward process. "what product should be "produced". Then it is backed up by primary and secondary research. where to locate it "place" and how to "promote it". The business will need to have a system to ensure that the production process and the product itself are of constant high quality production. A simple example of wealth creation would be the production of a drinks. In production there has to be an input. This is diagram shows a flow of production: Stage 1. which is transformed to an output. .

2. . This means that they must get the right: · PRODUCTS .should the products be priced higher or lower than those of competitors? In local areas. · PRICE . Developing the right MARKET MIX. Asda. Tesco. · PLACE . 2. this brings satisfaction to the customers. Sainsbury. these business are usually visited by customers on a daily basis." The marketing department is responsible for: 1. The marketing department is also responsible for developing the businesses. Safeway).Marketing: The charted institute of marketing defines marketing as: "The management process responsible for identifying anticipating and satisfying customer requirements profitably. and adds a certain quality to the drinks. Marketing Mix.where will customers want to buy the products? The Coca Cola Company sells its products to shops (business) that deal with beverages eg corners shops. Businesses (The Coca Cola Company) carrying out market research to identify customers needs.what features does the product have that make it suitable for the target market? The Coca Cola Company adds its logo to the package. This can be done by: 1. Carrying out MARKET RESEARCH. super stores (Iceland. petrol stations etc. Primary research: asking customers ( new research). Secondary research: using existing information. most corner shops sell The Coca Cola Company's drinks at the same price as competitor.

This would help The Coca Cola Company to achieve ones of its objectives. business must constantly work to create new and better products and processes. · The INPUT would be from the Marketing department. [IMAGE] If The Coca Cola Company had a mishap with a drink. Development. such as "maximising profit". sponsoring a well-known peron and by hanging posters. eg by carrying out brainstorming. the research and development department would try to correct the mishap. which is "to be the Number one product in a given market". examining competitors products or carrying out research in laboratory. Research and development: The research and development department is the department that researches new products and develops the old products. Research. to suit the needs of the business's target market? The Coca Cola Company advertises its products on television. Internet. · The PROCESS would be from the production department. The research and development department must work closely with the marketing and production departments in particular this is because marketing and production are the beginning and end of producing a product. etc.where should the products be advertised. . As you can see from the table above this is the life cycle of the product while being produced. billposter. By achieving this objective it would lead them to achieve the other objective. · The OUTPUT would be the product or waste.· PROMOTION .this involves carrying out investigation to come up with new idea. To remain successful.this involves turning the findings of the research into useful products or processes.

so boxes don't fall off. marketing directors. (refer to the organisational structure). POWER CULTUREis a business being dominated by an individual. Packaging the drinks is done as a team. Finally these stacks are taken by another member of the production team using machinery to the storage. TASK CULTURE focus on getting the job done.Therefore because there is a mishap from the output. The management director dominates The Coca Cola Company. A member of the production team packages the drinks and then the drinks is passed by machinery to another member of the production team who packages the finished drinks in boxes. this has to be due to a fault in the input (The marketing department) or the process (the production department) and must be corrected. it is having power over a group. this information (research) has to be confidential. These boxes are then stacked in many counters on a machine. The Coca Cola Company production department has a task culture. Relating this to The Coca Cola Company. beliefs . Culture: The Coca Cola Company is a mixture of Cultures such as: ROLE CULTURE is doing a job that is very important to the organisation. who are in charge of market research for new product such as a drinks. For example if any member of staff has any suggestions for improvement. PERSON CULTURE places the emphasis on the individual rather than the organisation and its objectives. their suggestions are taken to account and if successful they will be used. The Coca Cola Company's Culture arises from the traditions. It works as a team to package the drinks. Groups or teams within this cultural are not fixed but are made up of individuals brought together to achieve a specific task. These stacks are the wrapped with cellophane. This job is an internal job of the organisation it is controlled by having procedures and rules that member of staff should not break or they will lose their position in the organisation.

For example. which therefore allows decision making understood. . The reason why The Coca Cola Company is successful is because it makes best use of its opportunities.and values. Are you happy with the Coca Cola drinks series so far? If not. This can be very costly and time consuming for the Company. Are familiar with the drink Coca Cola? I asked this to determine the popularity of our drink. The Research: As I am employed by The Coca Cola Company to find and implememt a drink that the public want and will buy. it would be unwise to try to sell products that are seen to insult religions or people. How often do you drink Coca Cola in a week? I asked this to find out how much Coca Cola this person drinks. usually this process takes months to achieve a satisfied result and many 100's of questionnaires distributed nation-wide across the United Kingdom using a varied cross-section of the public. and it would be foolish to try to make people adopt working practices that are disapproved of by the cultural grouping. 2. In my Questionnaire I asked the following questions 1. Would you like it if Coca Cola where to bring a new flavour of drink out on the market? This is the question that matters most in this research and the answer is crucial. The Coca Cola Company finds. The cultural values are very strong and can impose important constraints on the business activity. our market research team have the consumers complaints and are requested to deal with them accordingly. 4. please state why. if not. This is how The Coca Cola Company's adopted the paternalistic management. I asked this to see if the company are keeping to the standards of the general public. I tend to do this by asking a series of questions to the general public. however due to the lack of time in which this drink has to be launched I have to significantly reduce the time spent on this. I must firstly conduct Market research to specify what the consumers wants and needs. 3.

5. etc…). out of the following would you like to see on the market in the near future? This is another crucial question for this market research and has potential to change the whole course of this research. south. varied sex. Do you think Coca Cola Is still the Number one drink in this area. Lancashire. high street store in Chorley. east. The Results: PRIMARY RESEARCH . All of the above queations will be classed as PRIMARY RESEARCH because it is collected first-hand by a representative of The Coca Cola Company. In order to get a varied result pattern. 2. judging by your sales? I asked this because I was curious and to find out the status of Coca Cola in this area. north-east. south-east. the north. Do you get many people buying any of the Coca Cola drinks? I asked this because it is relevent to my research. north-west. using a varied cross-section of people (varied ages. west. this is classed as secondary research as I have aquired the information from a 'second-hand' perspective. What flavour. south-west. varied cultures. I distributed 30 of these questionnaires outside different retail outlets located in results where as follows. I would probably distribute 250-350 questionnaires in each region. Secondly. I asked a series of questions to the shopkeeper1. I have also searched the internet for financial reports for The Coca Cola Company. including. I conducted some SECONDARY RESEARCH of the selling rate of the Coca Cola drink in a moderatly busy. If I was to have more time on this research I would ask the questions in a number of different regions. various gender. Are familiar with the drink Coca-Cola? . Lancashire.

Yes 30 No 0 How often do you drink Coca Cola in a week? (330ml can) Once 2 Twice 3 Three 5 Four 1 Five 6 Six 8 Seven 3 More .

2 Are you happy with the Coca Cola drinks series so far? If not. out of the following would you like to see on the market in the near future? Strawberry 6 . please state whyYes 28 No 2 Why Price of products Would you like it if Coca Cola where to bring a new flavour of drink out on the market? Yes 27 No 0 I am not bothered 3 What flavour.

wanted to see the 'Summer Berry Coca Cola Flavoured Drink' available in the near future. 2 out of the 30 people I asked are not happy with the price of Coca Cola products. 3. that the majority of people I asked. this is a very small scaled market results are as follows. that 27 out of the 30 people wanted a new Coca Cola drink out on the market. . Although. 2. all the people asked in this questionnaire are familiar with Coca Cola. 4.Summer Berry 11 Lemon and Lime 4 Tropical 9 Graphs and Charts Showing some of The PRIMARY DATA which I have collected[IMAGE] [IMAGE] I have realised that1. drank 6 cans (330ml) of Coca Cola a week. 5. SECONDARY RESEARCH. the majority of people asked. I am confident that I have enough information to complete this given assignment.

Do you think Coca Cola Is still the number one drink in this area. The Market Mix: This consists of the FOUR P's. but the number one drink. · PRICE . If The Coca Cola Company where to bring out a new flavour of drink at the current time. this could rival sales of natural spring Water and quite possibly 'take-over' the non-fizzy side of the beverage market. in my opinion.the answer I received was . this is un-wise as the new Vanilla Flavour Coca Cola is Still cashing In for being new and its full potential has not yet been extinguished from the market. With these answers. Non-fizzy Coca Cola drink on the market. I have also searched the internet for some financial details about The Coca Cola Company. If the Coca Cola Company where to bring A soft. Please see the following sheets. with regard to sales has got to be.Should the products be priced higher or lower than those of . I have a few personal opinions: 1. 500ml bottle and a 2 litre bottle. judging by your sales? . natural spring water'.the answer I received was -'in the fizzy drinks market. many people buy Coca Cola from our shelves. free and normal.What features does the product have that make it suitable for the target market? The new Coca Cola drink should be stylish and modern in design and must have two versions available. probably yes.'Yes. I have forwarded my opinions to the Marketing and Productions Manager. · PRODUCTS .Do you get many people buying any of the Coca Cola drinks? . should be sold as a 330ml can. in my opinion the new Vanilla Flavoured Coke is selling like hot-cakes'. and is the next step in the marketing segment of this assignment.

· PROMOTION .35 for 330ml can.19 for a 2 litre bottle.75 for a 500ml bottle and £1. Political Economical Social Technological These factors are beyond the firms control and can sometimes be seen as a threat. internet. on selected 500ml bottles. others can be opportunities. a starter price for this should be £0. magazine advertisements aimed at ages 15. prefably well known supermarkets and stores who will buy in bulk. both male and female.25years. POLITICAL · Government · Laws . The regular price should be £0.Where should the products be advertised. posters and sponsership (presently.Where will customers want to buy the products? The Coca Cola Company will sell its product to beverage retailers. to suit the needs of the business's target market? The Coca Cola Company will advertise its new product by. as some external factors can be disasterous for businesses. £0. Marketing Analysis Techniques: PEST AnalysisA PEST Analysis is an analysis of the external factors which can affect firms. the television. · PLACE .competitors? The price should be a promotional/introduction price to start off with.50 for the first few months or on aelected number of in general on ITV).

SOCIAL · Population Growth Rate · Age · Gender These affect the customers needs and the size of the potential market. the purchasing power of the potential buyers.· Tax Policy Theses can define the way the company is run. ECONOMICAL · Inflation · Economic Growth · Interest rates These can affect the capital of the company. I am going to try and implement the PEST Analysis into The Coca Cola Company- . TECHNOLOGICAL · New ideas · Recent technology developments · Rate of technological change Theses can influence decisions of the company and possibly reduce the minimum efficient production levels. and the informal and formal rules that the firm must follow to stay a legitamate business.

25 years · Both gender TECHNOLOGICAL · Lower costs · Quicker and more effcient production · Distribution between countries Advantages of using a PEST Analysis: The advantages of using the PEST Analysis is that. · The company can establish any threats they might encounter in terms . social and the technological side of their business. economical. · Used to summerise the external envioment that affects a company. · The company can analyse how the company is doing in terms of the political.POLITICAL · Health and safety · Tax policy of the PLC companies ECONOMICAL · Competition from rival beverage companies · Higher taxes SOCIAL · Health · Age range is only 15 .

prospects of a good product (as the product is rising).of the above categories. Businesses should manage their products efficiently over time to ensure they deliver products that the customer wants. the business has shares which are relatively cheap. The Product Life Cycle: Each product has a life span. larger and have more capital. if the product lacks growth then the company's best option is to withdraw the product from the market and conduct research into 'what went wrong'. which will increase the market share of the company. market growth is very slight. The basic PRODUCT LIFE CYCLE has four stages. [IMAGE] INTRODUCTION In this stage. · The company can be prepared for any opportunities that they might encounter. tis can be implemented into a PRODUCT LIFE CYCLE. MATURITY STAGE - . Significant promotional techniques are required in this stage to ensure the public knows about this product to furthur enchance growth. and this stage must be carefully monitored to ensure that the product starts to grow. At this point. it is highly unlikely that a company can gain any profit at this product stage. profits arise due to an increase in the output and possibly better prices. GROWTH STAGE This stage Is the rapid growth of the products sales and the company's profits. making the company more bigger.

INTRODUCTION GROWTH MATURITY DECLINE Vanilla Coke Lemon Coke Coca Cola Original Cherry Coke .This stage is common for most products. In The Coca Cola Company. features. this stage must be monitored very carefully to find a market segment which has been relatively unfurfilled or a oportunity to furthur develop or expand the product. the market is shrinking. but staying at a constant rate of growth. This may also be when the company faces rivals (other companys with similar product). with for example . The company must decide whether to re-launch this product. This is where the product is no longer growing. DECLINE STAGE In this stage. the Coca Cola drinks can be made into A PRODUCT LIFE CYCLE.a new name. This stage Is the last chance to get profit. new packaging or better advertising or to end the product. I am going to attempt the product life cycle for all available Coca Cola drinks on the market.

· To see if the product is making a loss or a profit.[IMAGE]Advantages of using Te Product Life Cycle: The Advantages of using The Product Life Cycle are.The firm markets their existing productsto their existing customers. · To see if the product is successful or not. there are four PRODUCT/MARKET combinations to consider. The product is not altered and the company does . Ansoff's Matrix: This focuses on the firm's present and potential products and markets (customers). by considering ways to grow via existing products and in existing markets and possible new markets. This offers strategic choices to achieve the objectives of the firm. · To determine where your product is going in terms of the market. MARKET / PRODUCT EXISTING PRODUCT NEW PRODUCT EXISTING MARKET MARKET PENETRATION NEW PRODUCT DEVELOPMENT NEW MARKET MARKET DEVELOPMENT DIVERSIFICATION MARKET PENETRATION .

PRODUCT DEVELOPMENT . RELATED and UN-RELATED diversification. Ansoff's Matrix is one of the most well-known frameworks for deciding Market Growth. UN-RELATED diversification means.This is a new product to be marketed to the firms existing customers. can leverage the customers/ company's relationship by innovating a new product.not seek any new customers. This strategy that The Coca Cola Company has undertaken. DIVERSIFICATION . There are two types of diversification. but marketed to a new audience. that the firm has no previous experience in the market or industry that they are innovating a new product in. RELATED diversification means. Advantages of using Ansoff's Matrix: The advantages of using Ansoff's Matrix are. · Suggests how a business tends to grow (growth strategy) · Shows what the business is trying to achieve. this strategy is more risky than simply increasing the company's Market Share. This means that the product remains the same. Here the firm develops and innovates new ideas/product offerings to replace the older products. . MARKET DEVELOPMENT .The firm markets their existing products in new market. that the firm remains in the same market or industry that the firm is familiar in. The product I am planning on innovating is under PRODUCT DEVELOPMENT of Ansoff's Matrix.This is where a firm develops and markets a completely new product to a new audience. · Shows what product and what audience the business is trying to target.

which can become a dog or a star. which sells a lot. . The BOSTON MATRIX points out. PROBLEM CHILD . always sells.Boston Matrix: This is a method of analysing the current position of the products within a firms portfolio.A Product that doesn't sell much or not at all.this is a 'high-flying product' . The Boston matrix can be implemented into the PRODUCT LIFE CYCLE.Popular product. MARKET SHARE HIGH LOW MARKET GROWTH RATE HIGH STARS POBLEM CHILD LOW CASH COWS DOGS [IMAGE] STARS . the importance of market share and that firms want products that can support each others development. DOG . CASH COWS .A new product. in terms of market share and growth within their market place.

This is not always the case.majority of people like this drink. This is because Coca Cola is a very well-known product. · This is a business portfolio strategy. This is where a firm must be carefull. · Boston Matrix is usually only applied to STRATEGIC BUSINESS UNITS (SBUs). · Helps exploit the most profitable products and dismisses the non-profitable products. and only use the Boston Matrix as a planning tool and always rely on the Companys 'gut Feeling'. · Tbis shows 'where your product is' in terms of market share. In general Coca Cola is a CASH COW. · The main problem is that the Boston Matrix complicates a decision. SWOT Analysis: STRENGTHS . these products will eventually become CASH COWS in the near future. This may not always be the case. · There is an assumption that SBUs will cooperate.[IMAGE] There are several problems related to the Boston Matrix. although Cherry Coke is declining slowly. these are· There is a assumption that higher rates of profit are directly related to high rates of market share. although Vanilla Coke and Lemon Coke are PROBLEM CHILDS. it is very unlikly that any of its products will become DOGS. theses are areas of business rather than products. Advantages of using The Boston Matrix: The advantages of using The Boston Matrix are.

OPPORTUNITIES· More well known products. · High Profit margin. · High Market Share. · Most used Fizzy drinks company. · World-wide factories. and examining the possibilities of opportunities and threats that the company will likely face. [IMAGE] This is a SWOT Analysis of The Coca Cola Company that I have preparedSTRENGTHS· Well known. . world wide company. · Good quality beverages. · Too high of a price. · Very Efficient Production rate. WEAKNESSES· Could improve the distribution channels.WEAKNESSES OPPORTUNITIES THREATS This tool is a very effective way of identifying a company's strengths and weaknesses.

and to be prepared and aware of all possible threats. Advantages of using The SWOT Analysis: The Advantages of using The SWOT Analysis are. · Change area of expertise to a variety. · Market share decreases. .· More cash cows. Weaknesses. other than Beverages. · Produce a unfurfilled product. · Shows the business their strengths and allows the business to improve them. Improve the Weaknesses. focus on the Strengths. more competive and more profitable business. · This will help a company. · A SWOT Analysis analyses the businesses overall strategic posistion and its envioment. Key points of a SWOT Analysis· A SWOT Analysis examines the Company's Strengths. larger. THREATS· Rival Company's. · A SWOT Analysis is a good technique which can help a Company grow into a much bigger. Opportunities and Threats. · Shows the business their weaknesses and allows the business to improve and 'work on them'. to take he greatest opportunity when faced with an Opportunity. · Economical.

hotels and restuarantes in barrreles and canisters. larger. I will need a successful market strategy for my new drink in order to appeal to the public and to either break even or gain a profit. as the majority of public wanted in the questionnaire I asked. . · The SWOT Analysis is a very popular 'Marketing Strategy' and is used by many businesses and marketing students because it is quick and easy to learn. wil include the trademark 'Coca Cola Design'. I wish to create a Cash Cow (Boston Matrix) in the long-term market but create a Star (Boston Matrix) in the short-term in order to receive my profit or break even. The Coca Cola Company will sell this product in 330ml cans. My Marketing Strategy: As I am attempting to bring a new a Coca Cola Drink into circulation into the beverage market. The Coca Cola Company will also sell this product to public houses.· Shows the business its potential threats and allows the business to prepare for them. more competitive and more profitable. 500ml bottles and 2 litre bottles. · The SWOT Analysis is a very good technique. The products design will be modern in colours and style. · Shows the business their possible opportunities and allows the business to make full use of them. · The SWOT Analysis can be used in conjunction with the PEST Analysis. My Product: I am going to produce a 'Summer Berry' Coca Cola drink. which can help a business grow into a stronger.

330ml can.Design Number One I have made-up this design on Microsoft Paint 2000.This is 'Diet Lemon Coke'. I have noticed the colour red.This is the advertisement label for 'Vanilla Coke'. [IMAGE] . it uses strong vibrant colours. A Bright. this is a basic idea that I had in mind. vivid design. note the magnolia/vanilla colour. the design clearly states what the product is and shows the Trademark Coca Cola Design. 330ml can. and then added abit of excess of colour into the design. this is a very modern design. I have added several images of 'berries' imprinted on the can.This is 'Cherry Coke'. [IMAGE] . it clearly states what the product is. I will implement this in my design. [IMAGE]In all the above design. to other products of The Coca Cola Drinks range.This is the 'Original Coca Cola'. it is a jazzy design. The Trademark Coca Cola Design is on the reverse of the can. it does have the Trademark Coca Cola Design on the reverse of the can. bright background with dark text. . I have implemented The Coca Cola Company's Trademark name.yet different. it is bright. although the 330ml can is similar to this design. 330ml can. [IMAGE] . and what flavour the drink is. The colour red is un-officially The Coca Cola Drinks ranges colour. . [IMAGE] .I have researched the other Coca Cola Drink designs to make sure my design is similar. clearly states what the product is and has the trade-mark Coca Cola design. this is vibrant and makes the product stand out from a beverage shelf in a shop or supermarket.

it is fine 6 No. This shows a plain. I have decided to use this design. From my research I have discovered that the majority of the public I asked didn't like my design. metallic background colour and a colourful berry bush drawn. I asked this question to 15 people of varied ages. and I would conduct a much larger scale survey. with the new 'Coca Cola' and the flavour 'Summer Berry'. and the rest thought that it was suitable for its purpose. if I was to do this with more time and resources available to me. What they think of my design? Yes. The Advertisement Campaign: .I will now ask a group of people 'What they think of my design?' I will ask this question in the form of a questionnaire. yet affective design. [IMAGE] I have decided to alter my Design to a much more toned down version: . it is awful… 9 Suggestion to make it more attractive: Black is not a good colour for background.Design Number Two I have decided to go for a more basic.

000 2.000 3. I would have to advertise effectively and correctly.565 Central TV .If I wanted complete success with my product.Yorkshire .668 Granada TV .Midlands 35. I would need to produce television.London 74.000 4. to do this. posters and billboards advertisements.North West 21. I Have Researched the Prices of some variations of advertising: ITV Maximum cost of a Audience 30 second slot at (Number of ITV households '000) weekday peak times ( £ ) Carlton/ LWT . magazine.590 Yorkshire TV .

000 1.842 Anglia TV .Central Scotland 11.000 1.000 2.000 1.North East 5.184 West Country TV .000 1.South West 6.South and South East 28.000 2.301 Meridian .000 660 .East 20.665 Scottish TV .15.134 HTV .Wales and West 15.400 Tyne Tees TV .

200 271 Newspaper or Magazine Cost of full page ( £ ) Average sales per month Daily Express 20.055 Daily Mail 26.North Scotland 2.Border 1.151.000 479 Border TV .825 1.Ulster 3.220.208 2.207 Daily Mirror .Ulster TV .000 491 Grampian TV .

560 461.405.376 Daily Telegraph 38.700 3.700 1.842.032 Radio Times 13.931 News of the World 38.365.862 TV Times 9.500 1.300 4.811 Cosmopolitan 13.208 Sun 34.133.390.27.600 981.500 2.080 .

This overall benefits the company's sales.150 146.210 138. For my Advertising campaign I have decided to: 1.where a company promotes its name and image rather than an individual product.381 Just Seventeen 7. · CORPORATE .when a group of manufacturers promotes a whole industry or type of product. · GENERIC . Advertise a full-page spread in · Cosmopolitan - . these are: · PERSUASIVE .Mizz 5.080 Options 5.where companies subtly imply that the rival firms' products are inferior to their own.692 There are several methods of advertising available.930 130. · COMPETITIVE .glamorous images and persuasive language used to encourage consumers to buy the company's product.used to make consumers aware of the existence and identity of the product. This may provide technical information. · INFORMATIVE .

365. this is our prime target for the audience of this product.300 Average sales .£74. · Just Seventeen Price .032 I have decided to advertise in this newspaper because it is read by varied audiences.£13.565.560 Average sales .£38.930 Average sales . 2.000 Average viewings . · News of the World Price . Produce a Television Advertisement · Carlton/ LWT .Price . this is our prime target for the audience of this product.4.130.080 I have decided to advertise in this magazine because it is mostly read by 17-23 year old girls/boys.4.461.London Price .£7.000 I have decided to advertise here because it is widely viewed by great members of the public giving a wider variety of audience.080 I have decided to advertise in this magazine because it is mostly read by 15-20 year old girls. [IMAGE] .

co. AVCE Business year one portfolio by Andrew Understanding industry Fifth Edition by Michael Barratt and Andy Mottershead. BIBLIOGRAPHY: http://www. tuition by Ian Swift and John O'Conner. I also thought that I have made a good and catchy slogan www. produced work and all text copied from a textbook/ web-site was altered accordingly How to Cite this Page . Evaluation of my advertising strategy: In terms of publicity I think I achieved the full potential of what I could have achieved. in terms of my product being a STAR (Boston Matrix) and later becoming a CASH COW (Boston Matrix).This is the poster I am going to have on posters and billboards.cocacola. then raise the price to the standard price.cocacolacompany. I am pretty optimistic that this strategy will be successful. I am going to start this product on a price promotion/ introductory price to get people 'hooked' on this product. I have drawn this because I thought it looked 'Cool!!'. I am optimistic also. I certify that this is solely my

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