Executive Summary

Giant Coca-Cola soft drink company, which cannot carry out its marketing program effectively,
has come under intensive scrutiny among investors. As a result, we develop a professional
marketing plan that will help the business more effectively and efficiently achieve its objectives
and inevitably revert to the Iron Fist industry. Each aspect of the marketing plan should be
carefully examined and thoroughly investigated when establishing a new marketing plan. This
process involves looking at market research, business auditing, and the current situation and
carefully examining the soft drink industry and market opportunities for Coca-Cola.

After carefully analyzing the internal and external business environment and critically reviewing
the sector in general, Coca-Cola selects the best marketing strategies. It administers these
strategies by monitoring external threats and opportunities effectively and continuously and
reviewing internal efficiency procedures. In short, the goal is to commercialize a new innovative
Coca-Cola beverage package. The following is the effects of this Marketing Plan on the
company:

 The coca-cola company has the strategic aim of refreshing the world, inspiring optimal
moments, generating value, achieving sustainable growth in quality, and maintaining
weight action and customer choice. Provide the world's high-quality drinks portfolio,
create mutual lasting value within partners, maximize profit, learn and move productivity
quickly, preserve winning cultures, focus on the market, work smart, etc. The support
programs are used to achieve this strategic marketing goal plan.
 The main part of the market strategy is to extend coverage considerably by using scale
economics and the coca-cola channels. The coca-cola company cannot go too far because
it has budgetary constraints and some control elements. The word budget itself is used for
rational distribution with limited resources.

 Baki ky points discuss krny hen keh kesy report men discuss kia gya hr point company ko
effect kryga

Introduction

A marketing plan is an operating document that outlines an advertising strategy

to be implemented by an organization to develop leads to reach its target market.
A marketing plan describes the extent to which the marketing campaigns will be
carried out and how they will assess the impact of these initiatives. The value
proposition of a company is considered in a marketing plan. The value statement
is the overall value promise to be given to the customer, and it constitutes a
statement at the front or center of the company's website.

The value offer should show how a product or brand solves the customer's
problem, the product or brand's advantages and why the customer should
purchase it from this company and not another. This value proposal for the
customer is based on the marketing plan. The marketing plan identifies the
product or brand target market. Market research frequently serves as the basis
for marketing and marketing choices. For example, whether it advertises on the
radio, social media, online advertisements, or regional television.

The marketing plan contains the justification for these decisions. The plan should
concentrate on the implementation, timing, and placement of specific campaigns
and include the measurements for marketing efforts. At any time, a marketing
plan can be adjusted based on the measurement results. For example, suppose
digital advertisements perform better than expected. In that case, a campaign's
budget can be adjusted to fund a more effective platform, or the company can
initiate a new budget. The marketing leaders' challenge is to ensure that all
platforms have enough time for results.

Company's Background

Coca-Cola is one of the world's largest and most renowned drink brands. The enterprise
was founded in 1886 in Atlanta, Georgia, the United States, by Dr. John Pemberton, a
pharmacist. In over 200 countries around the globe, the brand has since become a
household drink. Carbonate drinks are Coca-only Cola's largest component,
representing approximately 78% of its total sales volume in 2008.

The brand 'Coca-Cola' is a global marketing strategy. They view the world as the internal
marketplace and have used Coca-cola for years as a uniform marketing strategy. Yet,
today the trend is changing, and various marketing campaigns for different world
regions are being conceived. Corporate decisions are taken at the domestic level to fit
the domestic culture and needs.

Relatively few companies dominate the carbonate market in the UK. The subsidiaries are
mainly worldwide conglomerates such as Pepsi Co. and the coca-cola company. Coca-
Cola, BSD, and own-label are more than two-thirds of the market volume of carbonates
in the UK. To make one of these groups stronger in the UK market, BSD, in which
PepsiCo already has a 10 percent share, is likely to be targeted.

The UK and the world's leading Coca-Cola brand is Coke or just Coca-Cola. Includes Diet
Coca-Cola, Cherry Co-Cola, Fanta, Lilt, Sprite, Dr. Pepper, and Schweppes, which are also
the major Coca-Cola brands in the UK portfolio. The most popular among youngers and
adolescents of the UK, Dr. Pepper, sold in the UK in 1982, is reported.

The operations of CCE in the UK are separated from Coca-Cola in the UK (CCGB). CCE is
the manufacturer and distributor, while CCGB owns and marketing brands. The drinks of
the company are for everyone. There are, however, some brands aiming at particular
consumers. Coca-diet Cola's drinks, for example, are targeted at older consumers
between 25 and 39 years. powered water sports target fit, healthy and sport-friendly
people. Pooh's Cap Cap Winnie Drink juice for children aged 5-12 years.

Key challenges

It is a competitive nonalcoholic industry. The company should consider the following

factors that affect the financial situation and future results carefully.

 Government officials and consumers are more health-conscious and concerned.

Many press reports say lawyers and consumer lawyers threatened the company.
In addition, misleading training related to the sale of soft drinks in school.
Consumers are better aware, and negative media advertising can reduce
carbonated drink sales.

 This highly competitive nonalcoholic drink industry. Coke must compete with
international firms as we function as local companies.

 For Coca-Cola Company, water is the main ingredient. It's also limited resources
for many parts of the world. The company consumes enormous amounts of water
annually. Water demand worldwide is rising, and the quality of the water
available decreases, increasing the company's production costs and affecting
profits.
 Due to consumer lives, new perspectives on nutrition, changing needs and
preferences of consumers, an increase in similar products and prices, the
nonalcoholic beverage business has changed.
 The bottling partner, a Coca-Cola company, operates many trucks and other
vehicles while using the bottling company with a large quantity of electricity, gas,
and other energy sources. Fuel prices are increasing day by day and are
increasing in the coca-cola company's production costs. It, therefore, affects the
profit of the company.

Horizontal Scanning Method

Horizon scanning is a systematic measurement and monitoring method. The process detects
developing problems at the peripheral of existing thinking and planning and provides early
notice of how trends and developments can result in behaviour changes and create new market
challenges and possibilities. Scanning is an important tool that helps users build a sense of the
key drivers of change, how they can evolve in the future and how they can provide customers,
businesses and – in the case of garbage – criminal conduct with new possibilities. Horizon
scanning is an important tool for policymakers to forecast future behaviour and to create future
actions to deal with projected obstacles and possibilities.

Stages of Horizontal Scanning:

There are three stages in horizon scanning:

1. Collect information about a variety of changes.

2. Using risk analysis, the changes that may be relevant for society and industry will be
identified and the potential impacts
3. Identify how these changes can shape and affect the behaviour of major participants in
the marketplace and so understand how policymakers and regulators need to adapt
policies and procedures to respond to those changes.

The purpose of horizon scanning is not to forecast, but to collect signals that, put together,
provide insights into the future evolution (in this example) of Coca-Cola marketing.

The three horizon scanning model

Following diagram shows the three horizon scanning models

Horizon 1

H1 problems are now of strategic importance. They are evident and readily recognised and
generally the problems the organisation already addresses. Thus, the present policies and
strategies focus on H1 concerns

Horizon 2

H2 concerns are less clearly characterised, and their consequences for policies and strategies
may not be fully understood by the organisation. Horizon 2 issues are by their very nature less
urgent; hence, even if they are known to organisations, they may not respond immediately, but
rather wait and see the development of the issues.

Horizon 3

(H3) the future is medium to lengthy. H3 problems can be hard to characterise in depth
since they are the result of a number of elements that may not be completely involved in
the long-term. Those who want to identify and predict new opportunities and risks and
how to respond to them promptly are consequently vital for tracking Horizon Three
issues. Horizon 2 and Horizon 3 will be the main focus of horizon scanning in the
medium to long term. No fixed definition of what "mid- to long-term," with a project-by-
project determined duration, exists.

Overview of the horizon scanning toolkit

The toolbox is designed to defend industry from future criminal activities by environmental
authorities who wish to utilise horizon scanning to construct an early warning system. It is
designed for easy usage and for simple introduction of the tools and processes, allowing the
employees who are new to horizon scanning to take them up fast and simply. This section
defines the nine steps in the toolbox. Also, each phase offers recommendations and guidelines to
help practitioners through the process. The method is what, who, where and how. The result of
each stage and how it ties to the following step are also indicated. The toolbox is not mandatory.
Like any collection of instruments, these can be joined in many ways to achieve different results.
When you become acquainted with the toolkit and its procedures, you will undoubtedly find new
or different ways of combining the existing tools and perhaps detect additional ones.

Use of toolkit

Model of 9 steps The toolbox is based on a 9-step horizon scan technique

Future Marketing/Technology/Consumer Trends Impact on Marketing
Practice

Research Implication

Horizon scanning is regarded as helpful if it is specifically necessary in the instance I have

investigated, for example to solve a gap in planning processes or to mobilise external data in
decision-making. The activity is capable of combining several ways, such as search for weak
signals, new problems, anticipatory signals and interdependence. Consultation with the public or
the users does not necessarily take place. Horizon scanning is nonetheless most effective when
implementing an HS-specific process, which is used to meet the declared needs of Coca-Cola
decision-makers. In order to bring attention to a warning, an interesting card, an anomaly or a
disregarded but altered development in these circumstances, the Horizon Scanning may also be
employed, but it must be noted that in these cases attention often disappears fast. While the user
asked about certain topics: the query was often forgotten by the time it was available.

Many cases show the challenge of creating a permanent HS activity for active use of general
future information and setting up frequent or ongoing HS activities to refresh the knowledge and
the strategic inputs. If HS is a regular activity on the agenda, then strategists and stakeholders
who want HS results are more effective and efficient at their work as general information. You
won't always have to struggle for a new beginning and the engagement of the 'colleagues.'

The „optimal" choice of a model so depends in particular companies on project goals and user
needs. I did not always incorporate all HS model stages while I evaluated Coca-Cola marketing
paln.

Recommendations
Objectives kyliay use ho ga in summry

The coca-cola company has strategic objective some of them are to refresh the world, to inspire
moment of optimum, create value and make difference, achieve the sustainable quality growth,
maintain weight action and decision within the customer, take place within customer. Bring the
world's portfolio of quality beverage, create mutual enduring value within partners, maximized
the profit, learn and fast moving productivity, maintain the winning culture, focus on market,
work smart, etc. To gain these strategic objective marketing plan be the support programmes.
The innovation of power is one of the brick of the strategic objectives. Powerade is innovative
product which helping to keep satisfy customer and support by giving sports players. Now a day
Powerade will concentrate on solidifying its position in the current market and aggressively
targeting more casual athletes. Powerade focussing test as well which are helps to extent the
market and maximize the profit. Similarly satisfy the customer's desire of water. The most
important part of the market strategy is to vastly expand coverage take advantage economics of
scale and use the channels of coca-cola. The coca-cola company can't go far because there are
budget and some controlling components constrain. The budget word itself talks, use of limited
resources for rational distribution.

*Within coca-cola company strategic plans are guided marketing plans. In marketing plans it has
typical structure with respective purpose which is incorporated while developing marketing plan
for coca-cola company. The proposes are: present a quick overview of the plan for quick
management review, The marketing audit that presents background data on the market, product,
competition, and distribution. The SWOT analysis presents company's main strength, weakness,
and opportunities and threats facing. Defines the coca-cola Company's objectives in the area like
sales, market share, and profit which affect the company's objective issue, marketing strategy
that presents the board marketing approach that will be use to achieve the plans of objective,
action programme which specify the action plan of product Powerade and responsibilities,
budget forecast the profit and loss and expected financial out comes from the plan. Control
indicates the progress of the marketing plans of the Powerade and monitoring.

The marketing plans of coca-cola company guided by its strategic objective marketing plans
focus on distribution side like sales, consumer, profit, market share/growth, these all things
guides by strategic objectives. The strategic objective and marketing plan more like same but
marketing plan act as support of strategic objective.

According to Jobber, there are some marketing structures. They are practiced in different
company.

No marketing department:-In practice small company can't afford all department financially so
owners of this type of organisation function as marketing department.

Functional organisation:-The small companies grow or importance of marketing realised, then

this type company up great the sales as marketing department.
Product-based organisation:-In this type of organisation establish marketing department for
focusing a specific single product/product, their key role is to promote the brand/product.

Matrix organisation:-this type of organisation use to produce wide rang of product to focusing
diverse market the structure resembles a grid.

Market-centred organisation:-These types of organisation focus on market demand or they

develop new product on the basis of costumer needs and requirement. For example coca-cola
company is market centred company it producing product as costumer's test, preference
feedback.

FIGURE 20.11 p 777

In initial stage of implementing new marketing plan of company there were many questions
within the staff and they resist directly or indirectly. To solve the resistance the company use to
use various tools, one of them is reward system. It can give positive impression in the success of
marketing planning in short-term as well as long term. The coca-cola company using reward
system as motivation tools to staff. When coca-cola lunched powerade it announced some
incentives to promote the plan they are commission for the sales depart according to their
performance, 7% bonus of profit to all staff, upgrading to best performer staff. These types of
reward system helps to break resistance and run the plan smoothly with full support of all staff in
short-term. And in long-term reward system help to coca-cola company to implement and meet
the marketing goal as well as achieve strategic plan.

To implement the marketing plan successfully Wilson and Giligan introduced five point
frameworks are very important and implacable for coca-cola company. Coca-cola Company has
strategic linked short-run and long-run programme. These programmes are synergy with various
element of marketing mix. Every segment is assessing appropriate criteria for performance.
Resources are allocated rationally and with provision of review. Every product and decisions are
interlinked with strategic marketing. These five points framework are helping to coca-cola
company to be sensitive in consumer side, market side and to be conscious with risk

Kotler et al has prescribed process of measuring and evaluating of the marketing plans control is
very useful to coca-cola company. Set goals talks about what coca-cola is heading. Measuring
performance it means what is happing in performance in coca-cola. Evaluating is coca-cola
doing well? Corrective action what coca-cola should need to do? These controlling tools help to
focus the company to achieve the ultimate goals.

Jobber's concept is more concentred towards costumer's satisfaction it talks about day-to-day on
going Marketing activities the coca-cola Company is using following tools as controlling
measure.

Customer satisfaction measurement:-To measure customer's satisfaction coca-cola company

using interview method.
Sales and market share analysis:-The company using over sales revenue to measure the sales
performance and for market share it using comparison with its rival company.

Cost and profitability analysis:-the Company using cost and revenue analysis as control measure.

(D.1-last) Assess the role of information…………………..????

To implement the marketing plan of Pawerade successfully it is necessary to flow information

top to down. So, coca-cola company used various ways to convey the massage, such as IT,
meetings, seminars, notice board, etc. There are vital role of information system