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TABLE OF CONTENT

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I. Executive summary 2

II. Introduction 2

1. Background 2

2. Missions 3

3. Vision 3

4. Values 3
III. Marketing Environment Analysis 4

1. Macro Environment 4

2. Micro Environment: Porter’s Five Forces Model 13

3. Internal
IV. Marketing Analysis

1. Positioning

2. Marketing Mix

3. SWOT

4. SWOT Analysis
V. Key issues

VI. Marketing Plan

A. Objectives

B. Marketing Strategy

C. Action Plan
VII. Controls

VIII. References

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I. Executive Summary:

Coca Cola Company is the world’s leading soft drink maker, operates in more than

200 countries around the world and owns or licenses more than 500 brands of

nonalcoholic beverages.

This paper is a marketing plan recommended for Coca Cola Company. Firstly, we are

going to analyze the Coca Cola Company (PESTLE, Marketing Mix and SWOT). Then,

there are some key issues regarding Coca Cola Company concluded after the

analysis. And finally, we have gave solutions for Coca Cola to solve the issues.

II. Introduction:

1. Background:

Coca-Cola (also Coke) history began in 1886 when the curiosity of an Atlanta

pharmacist, Dr. John S. Pemberton, led him to create a distinctive tasting soft drink

that could be sold at soda fountains. He created a flavored syrup, took it to his

neighborhood pharmacy, where it was mixed with carbonated water and deemed

“excellent” by those who sampled it. Dr. Pemberton’s partner and bookkeeper, Frank

M. Robinson, is credited with naming the beverage “Coca-Cola” as well as designing

the trademarked, distinct script, still used today.

The first time appear of Coca Cola in Vietnam is in 1960. After that, Coca-cola

Indochina Pte Company was established officially in Vietnam on August 1995. Since

then, Coca-cola has some locations in Vietnam, which were united as one Beverage

Company called Coca-cola Vietnam with the head office located in Thu Duc District,

Ho Chi Minh City.

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2. Missions:

Coca Cola identified their missions are:

o To refresh the world - in mind, body and spirit.

o To inspire moments of optimism - through our brands and actions.

o To create value and make a difference everywhere we engage.

3. Vision: To achieve above missions, Coca Cola Company has developed a set of goals,

which they will work with their bottlers to deliver:

o Profit: Maximising return to shareholders, while being mindful of our overall

responsibilities

o People: Being a great place to work, where people are inspired to be the best

they can be

o Portfolio: Bringing to the world a portfolio of beverage brands that

anticipate and satisfy people's desires and needs

o Partners: Nurturing a winning network of partners and building mutual

loyalty

o Planet: Being a responsible global citizen that makes a difference

o Productivity: Be a highly effective, lean and fast-moving organisation

4. Values: Coca Cola shared values that they are guided by are:

o Leadership

o Passion

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 o Integrity

o Accountability

o Collaboration

o Innovation

o Quality

III. Marketing environment analysis:

1. Macro environment:

a. Political:

Government has the power to set fines for the companies not meeting their standard

law requirements. The changes in laws and regulations, such as tax policy,

government regulations, social welfare policies, political risks might affect the

company as well as their entry in foreign countries. The political conditions, even

the civil conflict can impact to the markets and other governmental changes that

affect their ability to penetrate the developing and emerging markets that involves

the political and economic conditions. However, Coca Cola continuously monitoring

the policies and regulations set by the government.

Tax policy

Tax is the issue which any business operating in Vietnam is under the impact of laws

and regulations. However, the tax service has recently questioned for many large

foreign companies in Vietnam. Tax Agency has written requests for consideration

local inspection hole operations, profitability of the business to conclude if

companies report losses for the purpose of increasing costs to evade taxes or not.

Among them, Coca Cola Company reported losses in continuous operation for 20

years in Vietnam.

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The biggest difficulty is prompted many experts to be the multinational corporations

often use the " guise " of proprietary material or technology , that agency is difficult

to determine the actual cost of inputs Vietnam businesses spend. Coca Cola,

according to the tax agency costs flavorings imported from the parent company

accounts for about 70-85 % of the cost of plant in Vietnam. The data cannot be

determined by the agency because of not knowing whether the proportion of flavor

additives from Coca Cola parent company in Vietnam is, compared to other markets

to put conclusions. However, this is the major reason Coca cola Vietnam proves for

their losses to dodge the government policy of tax. It also makes a bad reputation for

Coca cola in Vietnam.

Government regulations

As a famous brand, manufacturer, distributor and seller in beverage industry, the

Coca-Cola Company and other soft drink manufacturers are subject to antitrust laws

of general applicability. The Company may have an exclusive right to manufacture,

distribute and sell a soft drink product if its product is in substantial and effective

competition with others of the same general class in the market. It is the general

regulation in business in every country. However, there are some regulations strictly

limited and prevent the expanding. For example, the Coca cola has experienced

public policy which challenges them about the sale of soft drinks in elementary,

middle and high schools. At January 1, 2006, a number of states had regulations

restricting the sale of soft drinks and other foods in schools. Many of these restrictions

have existed for several years in connection with subsidized meal programs in schools.i

This regulation cares about the youth’s health as well as nutrition. This led to obesity

among students and it affected directly to the business of Coke Company in that

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 period. Moreover, the restrictive legislation, if it enacted for a long time widely, it

could impact on the Company’s products, image and reputation as well.

Social welfare policies

Coca cola offer high-quality brands and reputation in many countries on over the

world. Company significantly understand and believe that everyone should have

benefit. The business should bring benefit and refreshment to the people, which is

central to the way The Coca cola operate in communities around the world. The

company plays the role as a good neighbor and responsible citizen by helping

people. In Vietnam, the company set up many regional and local foundations,

organized charity programs in local. Some reality programs such as “Vietnam

pushcarts program” – helping economically disadvantaged women build sustainable

livelihoods; “Supporting education and youth development” scholarships to support

students in orienting and developing career in the future

Overall, Vietnam has a steady political condition. All above pose opportunities for

Coca cola Vietnam to develop the reputation with social programs. They do these

well to gain the people support. However, political situation or state regulation is

also the important point that Coca cola Vietnam must notice. It can prevent their

operation effectively in the future.

 The opportunities for Coca Cola are Social welfare policies to improve their image.

 The threats are Tax policy, government regulations to disclose negative information

and labels.

b. Economic:

Economics has a huge impact to the business of Coca Cola company.

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The economy in Vietnam is growing rapidly. It is advantages for the company's

operations. Announced $ 300 million investment in Vietnam in 3 years to 2015,

president of Coca-Cola, Muhtar Kent said that this was still an attractive market as

consumption of new people with 20% of the average world.

In Vietnam, the amount of Coca cola users is competitive with many other beverage

companies. Vietnam is a attractive market for domestic and foreign beverage

companies. Internal company operating in this industry such as Tan Hiep Phat is

very successful in touching consumers. The competitor, PepsiCo always plays

important role in sharing the marketing with Coca cola Vietnam. There are both

opportunities and challenges in consumption in Vietnam market.

The predicted GDP of Vietnam in 2014 will increase to ~ 6%. Growth of economy

will directly effect on the purchasing power of consumers. This growth will rise

prices of goods and encourage customer to spending tightly.

Moreover, the inflation also effect on the price of goods.

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Coca-cola inflation adjusted price from 1997 to end of May – 2013

Vietnam has a high inflation rate per year. It is also control by the government but

its level still impact to the company’s operation, and particularly affects to the price

of Coca Cola’s products. In addition, the inflation rate of Vietnam economy also has

been fluctuating for years, which also affect directly to Coca Cola consumption in an

unexpected way.

 The opportunities: consumption patterns make impacts in growing beverage

consumption in Vietnam market.

The threats: Inflation rate require to increase the price of products. So the

price competition also increase.

c. Social, demographic:

Healthier lifestyles has strongly influenced the sales of non-alcoholic beverage

sector for many customers desiring to bottled water and diet colas like Coca-Cola

Light or Zero, instead of beer or other beverages. Most of the population is within

the youth. Many customers are more concerned about their health in a long term. In

Vietnam, young people more and more prefer to use soft drinks nowadays.

Characteristic in demographic of Vietnam is encouraging the growth of spending.

With 56% of population is under 30 years old, labor force is increasing.

Besides the young population factor, income distribution also is the impact on

business of Coca Cola. The ability of paying for beverage depends on income. People

who have a high income are willing to pay for beverage more usual. Income

distribution is not equal among all people. However, in urban and industrial areas,

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where has economic development capita income is higher than other places. In

Vietnam, HCMC, Hanoi and other big cities have more amounts of people using Coca

cola.

Additionally, another factor is the buying habits. Retailers can use consumer buying

habits to facilitate their own product placement and retail strategy. Buying habits

can be understood with the mean of the buying habits of different people. Coke’s

price is not expensive which adapt to most of people in every class. However, people

who have ability to pay have more chance to choose Coke for their beverage than

someone who can’t afford and do not want to spend their money for entertainment

beverage. Otherwise, the youth trend to drink Coke more than the older or the kids.

 The opportunities:

 Demography make increase demand for healthy food and

beverage.

 Income distribution, buying habits lead to the growing bottled

water consumption

The threats: Demography, income distribution (the less crowded the places

are, the less products company can sale.)

d. Technological:

Technological techniques are valued. This creates opportunities for new products

and advanced products. High and modern technology will increase the company’s

productivity and produces best drinks for the market.

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Researches are necessary for the understanding customers and create the new

products. Coca Cola company always observe and update information from their

customers. This aims to satisfy customers. The studies were conducted to

investigate the habits or income, ability to pay, including taste and health needs.

From the study of mass, Coca Cola launched products and services best suited to the

age and needs of the customer. Diet Coke is an example.

High technology offers many advantages for producing, packaging. In order to

continually grow the business, The Company need to be increasingly efficient in use

of resources. This is required new investments in technology, innovation, a

significant amount of collaboration throughout the Coca-Cola system. Acceleration of

innovations around water, packaging, equipment, energy and agricultural resources

will enable Coca cola’s system to meet the new market demands.

Internet leads to the efficiency of company's advertising, marketing and

promotional programs. The new technology advances of television and internet that

use incomparable effects for advertising through the use of media. Those advances

make the products seem attractive. This supports the selling promotion of the

products. Coca-Cola in media tends to use this technology so, to sell effectively its

products.

 The opportunities: Researches, high technology, internet

The threats: Internet have a bad sight also (any scandals can spread widely

and quickly)

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Technology is good and bad too. It can contribute to the improvement but getting

down if carelessly. The important is how to use it.

e. Environmental:

The Coca cola work for low carbon products, zero waste business, and inspire and

lead change for a more sustainable future. Coca Cola worked with the Carbon Trust

to calculate the carbon footprint to make the business more environmentally

responsible. Since 1994, the Company has managed to reduce the weight of our

plastic bottles by 38.5%. At the same time, Coke’s glass bottles are already 37%

recycled and cans are 50% recycled aluminum. The Company also introduced Plant

Bottle packaging in 2011, which is 100% recyclable and made partly from

sustainable plant materials, reducing the reliance on fossil fuels for plastics.

Season factor also is an important factor. Products of coke are mentioned as

beverages, which help people to slake. It’s most suitable for summer when the

weather is hot. Therefore, the consumption is effected on season. In summer, the

demand of beverages is increasing, it make consumption also will be increased.

 The threats: unsafe environment and product

f. Legal:

Competitive laws are the important laws for business and their same sector

companies for a healthy market. However, competitive in Vietnam has not

developed completely. The role around the advertisements, unhealthy competition

or limit of competition… However, it more perfect day by day. Government has built

a system of legal to solve these problems.

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Environmental protection laws are a mandatory rule for manufacturing

enterprises, especially the production of food and drinking water. The fuel,

chemicals, gases released from the manufacturing process can negatively pollute the

environment of land, water, air ... The law stipulates the allowed level of the toxic

wastes into the environment. If exceeded, these businesses can be fined, or

suspended business if toxic levels harm to environment unacceptably. Vietnam put a

great concern in these issues nowadays. There are many company violated this law

of environment protection. Aware of this issue, Coca cola usually organize program

for environmental protection such as the Happy Recycling which is supported by

people.

Health and safety: The Coca cola are committed to conducting business in ways

that provide all personnel with a safe and healthy work environment. Coke’s Safety

Management System Standards and supporting requirements are for worker safety

and loss prevention (TCCSMS). TCCSMS defines the systematic approach to

managing occupational safety and health and loss prevention. The system globally

operates under the same standards and requirements. The Company also has a

statement of occupational safety and establishes the Safety Board of the Company as

a body authorized to solve and cares about health and working conditions of

employees.

Product safety is the most concerned issues of consumers. The Coca cola always

cares about the safety and quality in every parts from products to services. The core

criteria of Coke are to ensure safety and quality through strong governance and

compliance with applicable regulations and standards.

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 In Vietnam, the problem of product safety is extremely important. There are so

much food poisoning in current time that make people worry and not believe in

undefined drinks and foods. Coca-Cola Vietnam customers accused of being "prime"

the bottle mold Minute Maid Teppy (fresh orange juice) type of 240ml, affecting the

health of consumers. In the document dated October 29, Coca-Cola unexplained

mold floating on the water bottle containing anything, whether hazardous or not,

which shows that the two bottles of orange juice Minute Maid Teppy client was

found Long An is only present in the "isolated incident" occurred in manufacturing

shipment. This document is for that reason "error" in the bottle is due to the can "no

longer make bottle cap security tightness. This is unreasonable.

All above is to link to the success of Coca Cola so that they surely keeps the promise

of quality products and services. Documents of laws or regulation, statements help

The Coca cola maintain and improve their reputation. However, it also requires the

continuous efforts to adapt these laws to bring the best products and services,

especially in a sensitive market like Vietnam.

 The opportunities: Competitive laws, Product safety

The threats: Environmental protection laws, health and safety concern

2. Micro Environment: Porter’s Five Forces Model:

a. The threat of new entrants – Low

Finance

To enter the soft drink industry, it requires high fixed costs for production,

warehouses, trucks, labor and marketing activities. As there are limited bottlers,

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new entrants may need to build their bottling plants. It requires large amount of

capital. This makes it extremely difficult for an entrant to compete with the

incumbents and gain any visibility.

Customer Loyalty/ Brand Image

Coke has a long history of heavy advertising. This makes them dominate with their

strong brand name and loyal customers all over the world. This makes it virtually

impossible for a new entrant to match this scale of share in this market.

Fear of Retaliation

It is very difficult to enter into a market place where already well-established

players are present such as Coke and Pepsi in this industry. So these players will not

allow any new entrants to easily enter the market. They will give a tough time to

new entrants which could result into price wars, new product line, etc in order to

influences the new comers.

b. The threat of substitutes products – Medium

This industry is enriched with enormous statistics of substitutes such as: water, tea,

beer, juices, coffee, etc presented to the end-consumers. As consumers concern more

about health, bottled water and sport drinks are increasingly popular. This trend is

epitomized in the beverage consumption pattern of the ageing baby boomers. But all

the suppliers of these substitutes need massive advertising, brand equity, brand

loyalty and making sure that their brands are effortlessly accessible to the

consumers. Most of the substitutes cannot counterpart the existing players' offers or

diversify business by offering new product lines of the substitute products to

safeguard themselves from rivalry

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  Aggressiveness of substitute products in promotion

Soft drink industry companies spend huge amount of money on advertisement and

marketing to differentiate their products from others and also create brand equity,

base of loyal customers and increase visibility

 Switching cost

Switching cost of the substitute products is very low so consumers can easily shift

towards the substitute products.

 Perceived price/ value

Perceived price/ value in this industry is very low because all products are

comparatively same and are only differentiated by promotional activities.

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c. Bargaining power of Suppliers – Low

The Coca Cola Company is the largest beverage producer in the world and exerts

significant power over its suppliers to receive the lowest price available from them.

Most of the raw materials desirable to manufacture soft drink are basic merchandise

such as flavor, color, caffeine, sugar, and packaging etc. The suppliers of these

commodities have no bargaining power over the pricing due to which the suppliers

in soft drink industry are relatively weak.

 Number of important suppliers

Raw materials for soft drink are basic commodities which are easily available to

every producer and have low cost which makes no difference for any supplier.

 Switching cost

All the raw material ingredients are basic merchandize and easily accessible to

manufacturer. Switching cost to the suppliers is very low; manufactures can easily

shift towards the other suppliers.

 Availability of substitutes

Soft drink products have standard raw material ingredients which could not have

any alternatives or used instead of the actual ingredients

 Threat of forward integration

Threat of forward integration is very low in this industry because manufactures of

the soft drinks need huge manufacturing plants, bottling network, strong

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distribution network and best shelf space. Suppliers could not afford such kink of

well-established network.

 Importance of buyer industry to suppliers

Soft drink industry is very important to the suppliers because buyers purchase

larger amount of raw material. This encourages suppliers to remain in good contact

with buyers.

 Suppliers' product an important input to the buyer's

Product of the suppliers is very important input for the manufacturers in this

industry because these products do not have any substitute

d. Bargaining power of Buyers – High

The buyers of Coca-Cola and other soft drinks are mainly large grocers, convenience

stores, supermarkets, and restaurants. The soft drink companies distribute the

beverages to them for resale to the consumer. The bargaining power of the buyers is

strong. Large grocers, convenience stores, supermarkets and fast food restaurants

buy large volumes of the soft drinks, which allow them to bargain a lower price.

Besides, with end-user, they have many choices because of diversity in beverage’s

providers. Moreover, in the currently, healthy drinks are more concerned.

Therefore, buyers can have a larger bargaining power on the soft drink.

e. Competitive rivalry within industry – High

The industry is almost dominated by the Coke and Pepsi. This industry is well

known as a doupoly with Coke and Pepsi as the companies competing. These both

players have the majority of the market share and rest of the players have very low

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market share. Otherwise; competition is comparatively low to result any turmoil of

industry structure.

The competitive pressure from rival sellers is the greatest challenging faced by Coca-

Cola. PepsiCo is the main competitor for Coca-Cola and these two brands have been

in a power struggle for more than a century. PepsiCo is fiercely competing with Coca

Cola over market share. Coke and Pepsi primarily are competing on advertising and

differentiation rather than on pricing. This resulted in higher profits and disallowed

a decline in profits. Pricing war is nevertheless experienced in their global expansion

strategies. Moreover, there are some rivals of Coca Cola in Vietnam market, such as

Wonder Farm, Tribeco, Tâ n Hiệp Phá t,… Although Coke goes behind in the beverage

field in the world, it is a pioneer in the Vietnam market

 Composition of competitors

Except the Coke and Pepsi, other competitors are of unequal size especially in local

markets. Coke and Pepsi both players have the majority of the market share and rest

of the players have very low market share.

 Fixed Storage cost

This industry needs huge manufacturing plants and contracts with bottling network

companies. These contracts make sure that bottler's must have standard

manufacturing plant; these plants need huge capital and exertion.

 Degree of differentiation

Marketing and product differentiation have become more significant. Coke and Pepsi

mainly are competing on advertising and differentiation rather than on pricing. Coke

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has diverse advertisement campaigns according to conditions. Coca-cola is

recognized as the bet-know brand name in the globe. More prominetly, its

consumers would not do without it, and have established a loyalty.

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  Strategic Stake

Coke's core operation is the manufacturing and distribution both for itself and

beneath franchise, of non-alcoholic beverages and related products. Because of the

strategic stake the main brands of the Coke has been around for a lot of years

3. Internal:

a. Distinctive competency – The world leader in soft drink industry

Coca Cola has strong brand recognition across the globe. The company has a leading

brand value and strong brand porfolio. According to Business Insider, approximately

94% of the world population aware of the red and white logo of Coca Cola, and “Coca

Cola” is the 2nd understandable word in English. There are nearly 10,450 Coca-Cola

products are consumed in the world in each second. Interbrand, a branding consultancy,

ranks Coca Cola the top leading brands in their best global brands ranking in 2009 and

2010. In 2013, it valued Coca Cola at US$79,213 million.

“Best Golobal Brands 2013” Report of Interbrand

Besides, Coca Cola owns a large porfolio of product brands: more than 500 brands, with a

profolio of more than 3,500 beverages; product lines include diet and regular sparkling

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beverages, 100% fruit juices, fruit drinks, waters, sports and energy drinks, teas and

coffees, and milk. It owns and markets four of the world’s top five soft drink brands:

Cocacol, Diet Coke, Sprite, and Fanta. The fact show that Coca Cola now significant

focus on carbonated drinks and forget about diversify product portfolio.

 The best global brand in the world is strength of Coca Cola, it helps company

gained the world’s largest market share in beverage

 Significant focus on carbonated drinks and undiversified product portfolio

are weaknesses of Coca Cola.  

b. Resources:

Tangible

- Manufacturing factories: Coca Cola has 3 manufacturing factories in Vietnam

located in Ho Chi Minh city, Hanoi, and Da Nang. In 2011, this three factories

were merged under centralize management structure, the factory in Ho Chi Minh

city plays the key roles, and the two others became subsidiaries of the Coca Cola

Vietnam in northern and central coast.

With three direct manufacturers in Vietnam, Coca Cola makes sure about their

number of products provided, saves both time and money instead of importing

from Coca Cola overseas.

- Materials

+ Raw materials: carbonated water, high fructose corn syrup, caramel color,

phosphoric acid, natural flavors, caffeine

+ Materials: coca leaves – produced by Stepan company (Illinois, America), high

quality bottles – produced by Dynaplast Packaging Vietnam LLC., carton boxes

and paper packages – produced by Bien Hoa JTC.

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- Distribution chanel: Coca Cola uses parallel distribution system, include 1 level

chanel and 2 levels chanel.

+ 1 level chanel: Coca Cola distributes products directly to major consumption

points such as supermarkets (Metro, BigC,…) and key accounts – restaurants,

hotels,… where have large sales number

+ 2 levels chanel: Coca Cola uses sole distributors, wholesalers and retailers to

expand their products coverage. In 2009, Coca Cola has 56 sole distributors and

48 wholesalers in Hanoi, each of them take responsible for 1,200 retailers

 The most extensive beverage distribution channel is a strength of Coca

Cola

Intangible

- Technological resources: Coca Cola owns numerous patents, copyrights and trade

secrets, as well as substantialknow-how and technology. This technology

generally relates to the products and the processes for production; the packages;

the design and operation of various processes and equipment used in business; and

certain quality assurance software. Some of the technology is licensed to suppliers

and other parties.

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 - Intellectual property: Coca Cola own numerous trademarks that are very

important. Trademarks are valid as long as they are in use and their registrations

are properly maintained. Besides, Coca Cola is a very powerful brand with strong

identity and huge value (according to the Annual report 2013 of Interbrand

consultant company)

 The intangible resource is a distinctive advantage of company

c. Strong finance background and good financial performance

In 2012, Coca Cola gained US$48 billion in revenue equal to the 70 th largest economy in

the world. When Coca Cola penetrated in Vietnam market, they invested US$163 million

on building infrastructures and distributors. Annual revenue in Vietnam market is

approximate US$38,500 million. In 2012, Coca Cola announced a new investments worth

US$300 million in Vietnamin the next three years, and the total investment during the

period from 2010 to 2015 up to US$500 million. This new investments will be used to

build new infrastructures, branding, create more new jobs, and implement sustainable

development programs in order to catch the opportunities, enhance cooperation with

domestic customers and support community.

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  Strong finance background is an advantage helps Coca Cola to invest and

develop more infrastructures and distribbutors

IV. Marketing Analysis:

1. Positioning:

Coca Cola's brand positioning to consumers as carbonated soft drink No. 1 in the

world - a No.1 trademark product of world. Currently, Coca-Cola still place at the

third position in the list of top brands with a value of U.S. $79.2 billion in 2013.

Coca Cola is a global brand and 98% people in the world knew Coca Cola.

The table below shows the brand’s value of top 10 leading brand in the world

from 2009 to 2013:

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As a beverage product makes people awake and strong to back, bring amazing

pleasure. Coca-Cola still keep as a symbol of trust, the inherent uniqueness.

The promise of Coca-Cola: "Bring benefits and enjoyable for all those who are

served by us", the company strives to make "fresh new "market, enriching the

workplace, environmental protection and strengthening public media. Through

its activities and the first step on the path of different development the

benevolent efforts of the company's focus on education and build dreams for

youth.

Slogan: "All our customers in the world are people who deserve to enjoy the best

quality beverage".

Coca Cola lead far away Pepsi in the beverage market in the world, but the

various sectors of the Pepsi business helped it earn more money. Specifically, the

market share of Coke drinks is 42% compared to 31% of Pepsi, but Coke's annual

revenue reached only 35.2 billion compared with 57.8 billion figure of Pepsi.

Each year, Coke spent $ 2 billion on advertising, while Pepsi only $ 1.1 billion loss

for this activity.

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 In the context of social networks becoming more powerful today, Coca-Cola and

Pepsi both use social network to serve for branding. It looks like Coke leads on

the social network. Coke has 139 600 employees, compared with 294,000 staff

working for Pepsi. However, on Twitter, Coke has 391 248 followers, compared

with some 142 766 people watched Pepsi. On Facebook, Coke has over 80 million

fans, compared to 31 million of Pepsi.

2. Marketing Mix:

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a. Products:

Coca-Cola is the most popular and biggest-selling soft drink in history, as well as

the best-known brand in the world.

Coca-Cola might owe its origins to the United States, but its popularity has made

it truly universal. Today, you can find Coca-Cola in virtually every part of the

world.

Nowadays, Coca-Cola Company has given many kinds of Coca-Cola products,

such as:

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o Coca-Cola Classic

o Diet Coke: also known as Coca-Cola light, is a sugar- and calorie-free soft

drink with a deliciously crisp taste that gives you a light boost in your busy

day. Today, Diet Coke/Coca-Cola light is one of the largest and most

successful brands of The Coca-Cola Company, available in over 150 markets

around the world.

o Coca-Cola Zero: was created with young adults in mind and offers great Coke

taste, uplifting refreshment and zero sugar.

In Vietnam market, Coca-Cola Classic and Diet Coke (Coca-Cola light) is

popular than Coca-Cola Zero.

In additions, Coca-Cola Vietnam has continued doing research and developing

more products to serve Vietnamese consumers:

o Fanta: with Orange, Strawberry and Fruit taste. Fanta is the second oldest

brand of The Coca-Cola Company and our second largest brand outside the

US. Fanta Orange is the leading flavor but almost every fruit grown is

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 available as a Fanta flavor somewhere. Consumed more than 130 million

times every day around the world, consumers love Fanta for its great, fruity

taste.

o Sprite: Sprite is the world's leading lemon-lime flavored soft drink. Sprite is

sold in more than 190 countries and ranks as the No. 3 soft drink worldwide,

with a strong appeal to young people. Millions of people enjoy Sprite because

of its crisp, clean taste that really quenches your thirst. But Sprite also has an

honest, straightforward attitude that sets it apart from other soft drinks.

Sprite encourages you to be true to who you are and to obey you.

o Schweppes Tonic and Soda

o Dasani water

o Samurai energy drinks

o Minute Maid fruit juice

o Others

Segmentation in Vietnam market: Coca-Cola Company noticed that Vietnam is a

diverse market, so Coca-Cola was oriented its products into the youth segment

(with sophisticated style, youthfulness and enthusiasm). That was the right

direction of Coca-Cola when it was successful and well received by the youth a

lot. Besides, Coca-Cola also focused on geographic characteristics in Vietnam, and

focused on residential areas in detail (big cities).

b. Packaging:

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 - Glass bottle

- PET (polyethylene terephthalate) Plastic bottle: 1.5L and 390mL

- Package: 24 cans/box or 6 bottles/block, etc.

Coca-Cola Vietnam constantly improves the packaging and

design become more beautiful and more convenient. With the

original design, this company recently provided the new PET

plastic bottle 390mL to serve the shopping needs of

customers. In particular, the body of new PET plastic bottle is

designed and optimized to fit hands and help to increase the

ease of using product. For instance, Company give the design

of “Fanta Fun”, this type of bottle with fancy shape create the

unique look for this products.

Coca-Cola Vietnam always change the image in package depend on seasons or

events, such as in Tet Holiday, it uses the image of swallow bird (the symbol of

Spring) in all designs – can, bottles, boxes. Or in some special events like World

Cup, Coca-Cola products use colorful images of soccer players and some

countries’ flag.

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Note: about the materials of all packs:

- Glass bottles are 100% recyclable and contain an average of 30% recycled

materials

- Plastic bottles are made from PET (polyethylene terephthalate) and are

100% recyclable

- All cans are made from 100% recyclable aluminum and contain around

50% recycled aluminum

c. Price:

Coca-Cola Company set price for products based on the value received of

customers. It realized that the buyer’s value perception is more important

than the spending cost of sellers, so this company built the prices depend on

the customer’s perceived value.

Coca-Cola Company products aimed at a relatively low penetration when

entering Vietnam market to hope that it will attract a large number of

customers and gain the market share.

Pricing by products: Coca-Cola Company has given many products, so they

are different in form, size, materials … then they are priced at different scales

Here are the numbers of comparing a kind of product in Vietnam market.

Currently, the price of Coke products in Vietnam market is higher than the

corresponding products of the same type, but the difference in price is not

high. It is possible to look through the price list is updated recently between

Coca-Cola and Pepsi:

Name Types Price

Coca-Cola Classic Can 330mL 7.600

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 Glass bottle 5.000

PET plastic bottle 390mL 5.700

PET plastic bottle 1.5L 16.500

Diet Coke Can 8.000

Name Types Price

Pepsi Classic Can 330mL 7.500

Glass bottle 5.000

Plastic bottle 400mL 4.900

Plastic bottle 1.5L 15.200

Pepsi Light Can 330mL 5.200

d. Promotion:

To get the great success in Vietnam market, Coca-Cola Company’s marketers

have used communication tools effectively. They understand the psychology

of consumers, and realize that promotion activity is one of the best tools to

promote the image of any products. Coca-Cola Company has launched many

promotions to attract buyers, gain the market share and even get the

concurring from customers in social responsibility part. For example, in 2013

and early 2014, Company has created some promotion activities:

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o “Flip Coca-Cola, Find the Lucky” from June 10 th to September 7th in

2013. The target of this promotion is all individuals living in the

territory of Vietnam buying promotional products (Coca-Cola, Fanta,

Sprite and Samurai, both plastic bottles and glass bottles). Person can

flip the bottle caps and find the lucky code under caps to have a

chance getting the prize of Vinaphone (Samsung Galaxy S4, Sim

kit,etc.)

o “Happy New Year with Coca-Cola” from 11 th to 19th of January in 2014.

Company has collaborated with local authorities to organize in 7

districts across the country in order to contribute a cozy New Year and

convey the good wishes for people having difficult circumstances. That

was the 8th year organizing this activity to give gifts into poor families

and union members. Many Coca-Cola red trucks and volunteers

directly brought 2,500 gifts to each person at Thuong Tin (HN), Dong

Anh (HN), Hoa Vang (DN), Lien Chieu (DN), Thu Duc (HCMC), Can Gio

(HCMC), Cu Chi (HCMC). The total amount given included 50 tons of

rice, 7,500 bottles of soft drinks, valued at more than 1.2 billion.

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 o In Tet Holiday of 2014, Coca-Cola has launched 3 impressive

programs:

 Launching new package with “An – Tai – Loc”

 Film broadcast advertising of “Tet Gan Ket” in 10 TV stations at

7:45 p.m on December 3rd, 2013

 Program “Create Tet Logo” on Facebook Apps

e. Place:

All products of Coca-Cola are produced in three manufactories – sHanoi, Danang,

Ho Chi Minh City. In 2001, Vietnam Government agreed to merge these

manufactories under centralized management structure, with the main manager

role of CCBV in Ho Chi Minh City. Three manufactories in three parts of Vietnam

(Northern, Central and Southern) help Coca-Cola Company expand the

distribution network, which is the most important part for the sales of

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 company - in region and always provide products enough for the retailers

(supermarket, minimart, cafes, restaurants …) in those areas.

Because Pepsi – biggest rival of Coca-Cola – entered into Vietnam market before,

so Pepsi has reached more retailers than Coca-Cola. So company often focus on

expand and attract more retailers by providing support activities such as gifting,

support for decorating store, financial support,etc.

3. SWOT:

a. Strengths:

The best global brand in the world in terms of value: According to

Interbrand, The Coca Cola Company is the most valued ($77,839 billion) brand in

the world.

World’s largest market share in beverage: Coca Cola holds the largest

beverage market share in the world (about 40%).

Strong marketing and advertising: Coca Cola’ advertising expenses accounted

for more than $3 billion in 2012 and increased firm’s sales and brand

recognition. Coca Cola organized so many interesting and attractive events.

Besides, Coca Cola also invests strongly in ads on television. These ads are so

effective in popularity image Coca Cola.

Suitable price with almost social class: Coca Cola is very popular beverage in

the world and their price is also cheap. In Vietnam, Coca Cola is suitable with

every class of social included pupils, students, etc.

Most extensive beverage distribution channel: Coca Cola serves more than

200 countries and more than 1.7 billion servings a day. In Vietnam, two main

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distribution channels of Coca Cola are very effective:

Customer loyalty: The firm enjoys having one of the most loyal consumer

groups.

Bargaining power over suppliers: The Coca Cola Company is the largest

beverage producer in the world and exerts significant power over its suppliers to

receive the lowest price available from them.

Corporate Social Responsibility (CSR). Coca Cola is increasingly focusing on

CSR programs, such as recycling/packaging, energy conservation/climate

change, active healthy living, water stewardship and many others, which boosts

company’s social image and result in competitive advantage over competitors.

b. Opportunities:

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Bottled water consumption growth: Consumption of bottled water is expected

to grow both in the rest of the world.

Increasing demand for healthy food and beverages: Due to many programs to

fight obesity, demand for healthy food and beverages has increased drastically.

The Coca Cola Company has an opportunity to further expand its product range

with drinks that have low amount of sugar and calories.

High technologies: High technologies offer many advantages for producing,

packaging. Technologies are developing day by day, this is a great opportunity

for Coca Cola to decrease the cost.

Growing beverages consumption in emerging markets: Consumption of soft

drinks is still significantly growing in emerging markets, especially BRIC

countries, where Coca Cola could increase and maintain its beverages market

share.

c. Weaknesses:

Significant focus on carbonated drinks: The business is still focusing on selling

Coke, Fanta, Sprite and other carbonated drinks. This strategy works in short

term as consumption of carbonated drinks will grow in emerging economies but

it will prove weak as the world is fighting obesity and is moving towards

consuming healthier food and drinks.

Undiversified product portfolio: Unlike most company’s competitors, Coca

Cola is still focusing only on selling beverage, which puts the firm at

disadvantage. The overall consumption of soft drinks is stagnating and Coca Cola

Company will find it hard to penetrate to other markets (selling food or snacks)

when it will have to sustain current level of growth.

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High debt level due to acquisitions: Nearly $8 billion of debt acquired from

CCE’s acquisition significantly increased Coca Cola's debt level, interest rates and

borrowing costs.

Negative publicity: The firm is often criticized for high water consumption in

water scarce regions and using harmful ingredients to produce its drinks.

Brand failures or many brands with insignificant amount of revenues: Coca

Cola currently sells more than 500 brands but only few of the brands result in

more than $1 billion sales. Plus, the firm’s success of introducing new drinks is

weak. Many of its introduction result in failures, for example, C2 drink.

d. Threats:

Changes in consumer tastes: Consumers around the world become more health

conscious and reduce their consumption of carbonated drinks, drinks that have

large amounts of sugar, calories and fat. This is the most serious threat as Coca

Cola is mainly serving carbonated drinks.

Water scarcity: Water is becoming scarcer around the world and increases both

in cost and criticism for Coca Cola over the large amounts of water used in

production.

Legal requirements to disclose negative information on product

labels: Some Coca Cola’s carbonated drinks have adverse health consequences.

For this reason, many governments consider to pass legislation that requires

disclosing such information on product labels. Products containing such

information may be perceived negatively and lose its customers.

Decreasing gross profit and net profit margins: Coca Cola’s gross profit and

net profit margin was decreasing over the past few years and may continue to

decrease due to higher water and other raw material costs.

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 Competition from PepsiCo: PepsiCo is fiercely competing with Coca Cola over

market share in BRIC countries. Although in Vietnam, Coca Cola still leads the

beverages market, PepsiCo is a strong competitor.

Saturated carbonated drinks market: The business significantly relies on the

carbonated drinks sales, which is a threat for the Coca Cola as the market of

carbonated drinks is not growing or even declining in the world.

4. SWOT Analysis:

SO STRATEGIES

S1. The best global brand in the world in terms of value

($77,839 billion)

S2. World’s largest market share in beverage

S3. Strong marketing and advertising

Use Strengths to take
S4. Suitable price with almost social class
advantages of Opportunities
S5. Most extensive beverage distribution channel

S6. Customer loyalty

S7. Bargaining power over suppliers

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O1. Bottled water consumption  S2+S3 vs O1+O4:

growth Develop high quality product, especially in

O2: High technology emerging markets

O3: Increasing demand for  S2+S6+S7 vs O3:

healthy food and beverage. Research and develop products which are good

O4: Growing beverages for health of customers

consumption in emerging

markets

WO STRATEGIES

W1. Significant focus on carbonated drinks

W2. Undiversified product portfolio

Improve weaknesses by
W3. Negative publicity
taking advantages of
W4. Brand failures or many brands with insignificant
Opportunities
amount of revenues

O1. Bottled water  W1+W2+W3 vs O1+O2+O3:

consumption growth Diversified product portfolio, besides carbonated drinks to

O2: High technology care the healthy consumers with amazing advertising

O3: Increasing demand for programs. (related diversification).

healthy food and beverage. Products made from healthy materials (related

diversification)

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O4: Growing beverages

consumption in emerging

markets

ST STRATEGIES

S1. The best global brand in the world in terms of value

($77,839 billion)

S2. World’s largest market share in beverage

Use the Strengths to
S3. Strong marketing and advertising
reduce/avoid the impact of
S4. Suitable price with almost social class
Threats
S5. Most extensive beverage distribution channel

S6. Customer loyalty

S7. Bargaining power over suppliers

T1. Changes in consumer  S3+S6 vs T1+T4:

tastes Provide many thank you programs or build up the

T2. Water scarcity and customer service well. (unrelated diversification)

wasting environment Create a fan page in social network (forward integration)

T3. Legal requirements to  S4+S7 vs T5+T6:

disclose negative Take advantages of bargaining suppliers to enhance

information on product products for folio. (related diversification)

labels Buy with the suitable price to compete with Pepsi Co

T4. Competition from (market development)

PepsiCo

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 T5. Negative publicity.

T6. Saturated carbonated

drinks market

 From these above SWOT, we are going to conclude following issues regarding to Coca

Cola Company.

V. Key Issues:

1. Undiversified products problem: Coca Cola is significantly focuses on carbonated

drink. Meanwhile, as we mentioned above, consumers have become more health

conscious and reduce their consumption of carbonated drinks, drinks that have

large amounts of sugar, calories and fat. If Coca Cola still not develop their products,

their sale could be decrease fast.

2. Brand failures or many brands with insignificant amount of revenues: Coca Cola

currently sells more than 500 brands but only few of the brands result in more than

$1 billion sales. Plus, the firm’s success of introducing new drink is weak. Many of

its introduction result in failures.

3. Competitor Pepsi: Pepsi is a very strong competitor of Coca Cola. If Coca Cola does

not keep the development, it is completely possible that Pepsi can be exceeding

Coca Cola.

VI. Marketing Plan:

A. Objectives:

To make solutions for above issues regarding Coca Cola, we are going to set

following objectives:

1. Developing new potential products.

Page | 42
 2. Bringing images of new products popular to customers in an effective way

through marketing strategy.

3. Increasing market share.

B. Marketing Strategy:

Coca-Cola is one of the leading manufacturer in beverage industry in the world.

Coca-Cola offers variety of brands such as Coca-Cola Classic, Diet Coke, Fanta,

Sprite, Dasani water, etc. The Coca-Cola brand has been adopted the strategy of

global brand. They are considering the world market as single market place and

use consistency marketing strategy for many years. However, now the trend is

differencing marketing campaign for typical region of the world.

Product Life Cycle:

Product go through a series of distinct stages: Introduction, growth, shake out,

maturity and decline. In the world market, Coca-Cola is defined as a dominant

player in United States, Europe and Asia, Africa. In U.S.A & Europe it has reached

maturity stage where it can’t expand its market more but if we consider Asia, it is

still in the growth phase. Coca-Cola is currently going through the maturity stage

in Western countries. This maturity stage lasts longer than all other stages.

Management has to pay special attention to products during this stage of the

product life-cycle. During the maturity stage, products usually go through a

slowdown in sales growth. According to statistics from vietstock.vn, in the fourth

quarter (2013), sales of Coca-Cola decreased by 4% compared with the same

period the previous year, from $ 11.47 billion the same period a year earlier to

11.04 billion U.S. dollars. Meanwhile, in the fourth quarter (2013) profit fell

8.5%, from $ 1.87 billion the same period a year earlier to 1.71 billion U.S.

Page | 43
dollars. During the third quarter, Coca-Cola's profit fell 24% over the same

period the previous year, revenue was only 5.66 billion U.S. dollars.

Specializing in Vietnam, Coca-Cola is concerning as a growth stage. Although

declaring loss in many years but the revenue of Coke is not stop increase in many

years. According to statistic of Ho Chi Minh City tax department, the revenue of

Coke in 2010 is double times compared to the revenue in 2008, after only 2

years: (http://kinhtedautu.vn/news/detail/1538/dau-tu-nuoc-ngoai-va-doanh-

nghiep-dan-toc.cnv)

So the strategic market objective of Coca- Cola in Vietnam should increase

competitive position and invest more.

Business Strategy:

When investigating Miles and Snow's four strategies, defenders, prospectors,

analyzers and reactors, we define that Coca-Cola act as an analyzer. We think this

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 strategy suitable for Coca-Cola market in Vietnam. Analyzer strategy is between

Prospector and Defender strategy. It attempts to maintain a strong position in its

core product-market and continue research and develop to expand new product

that regarding to exist product line.

Pepsi- the main competitor of Coca- Cola has the number of beverage product

equivalent to Coca in Vietnam. Coca-Cola core product is Coca-Cola and it has

many products such as Fanta, Sprite, Samurai … that developed from carbonated

products. They develop their added product in each brand such as Strawberry

Fanta, Forest Fruit Fanta of Fanta line beverage.

From objectives mentioned above, we are going to offer some solutions for

improving the marketing strategy performance of Coca Cola Company:

1. Product Strategy:

Research and development new beverage packaging and product portfolio of

Coca-Cola is one of the solution for Coca- Cola to expand competition. It can help

gain brand value and improve the customers’ satisfaction.

R&D products which are good for health of customers, made from healthy

materials can change the negative image of Coca with difficult people and expand

market share. Improve packaging by beautiful and creative design, useful to

create new feeling for customer: unique, funny, style and fresh.

Besides good design, the beverage container is unique in the way the consumer is

encouraged to re-use it. The material to produce beverage is friendly with

environment (eco- friendly). Increase brand value for Coca- Cola. This product

can satisfying customers.

2. Price Strategy:

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 Price strategy of coca in order to provide appropriate price to consumers and

make them comfortable about price and product quality, short the distance

between introduce products and customers.

Coca-Cola have a high market share, competitor pressure has forced customer

sensitivity to price to be fairly high, sales volume is of course high and profit

margin is fairly low as the Coca-Cola products are fast moving consumer goods.

The price strategy based on the customers’ psychology. For example, the

housewives also prefer to buy the cheaper products. This points to penetration

strategy. Penetration pricing means the setting of lower rather than high prices

to achieve potentially dominant market share.

This can only be done where demand for the product is believed to be highly

flexible, basically demand is price sensitive and either new consumers will be

attracted, or existing consumers will buy more of the product because of a low

price.

A good penetration strategy may lead to large amount of sales and large market

shares. The main product may be priced low to attract sales, customers are then

sold accessories. This strategy will work nicely in promoting re-use of Coca-Cola

packaging via a beverage holder.

Price Penetration is most appropriate in industries where standardization is

important. The product that achieves high market penetration often becomes the

industry standard, in regards to the new Coca-Cola beverage vessel, it is trying to

create a standardization of how consumers use the beverage container.

Currently, the price of Coke products in VN market is higher than the respective

products of the same type, but the difference in price is not high.

3. Advertising:

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 Advertising is very important with any brands and products, especially with new

products. There are Advertising Forms that Coca Cola Company can apply:

Advertising Form Strengths &Weaknesses Tools or tactics

Billboards • Strengths: Seen by a large Coke have incorporated

audience, hard to avoid, large interesting billboards before,
presence, people highly they frequently advertise on the
receptive. neon displays in both
• Weaknesses: Because its an Piccadilly Circus in London
old form of advertising and so and Times Square New York.
widely used consumers learn to They have also used 3D

ignore it, doesn’t target billboards in the United States.

audience. Unnecessary for product

launch as consumers will

probably be more inclined and

used to this form of advertising

by 2015.

TV Adverts • Strengths: Seen by a large Coke have good cult TV

audience, can be targeted on
specific programmes/channels,
good communication device.
• Weaknesses: watershed on
junk food soon in place, Sky+
and digital TV allows skipping
of adverts.
adverts, such as their Christmas
advert which consumers pay
attention to seeing around this
time of year. Watershed on
junk food advertising will
prevent current Coca-Cola
products being advertised, like

Page | 47

Magazine/Newspaper • Strengths: Target market
specific, readers highly
receptive.
• Weaknesses: consumers have
learnt that glossy magazines
are full of adverts and flick
through them.
Public/Street Furniture • Strengths: Seen by a large
audience, events or places e.g.
football stadium, good for
brand association.
• Weaknesses: Not long
timescale, needs to be updated
frequently to attract audience.
Not always reaching target
Online advertising • Strengths: Can be targeted on
specific websites, good
communication device, cheap
• Weaknesses: Email’s from
businesses can be flagged as
McDonalds though, The
proposed idea will help combat
this and mean this form of
advertising is still viable.
Advertising in lifestyle
magazines with any emphasis
on sports, fitness, health and
crossovers in cokes lifestyle
image would be a viable form
of advertising for the new
product.
Continue Coca-Cola’s
sponsorship of Olympics and
UK football leagues with
emphasis on Coke’s range of
healthier drinks. Good for
brand image lifestyle and looks
better for coke’s social
responsibility.
In the form of email to
subscribers, informing them on
new product. TV style adverts
can be directly shared with
users on the social networking
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SPAM, Opportunities in social site YouTube and good adverts
networking sites for viral have created cult followings on
advertising. the Video websites.

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 Besides, in Vietnam, there is just one official website of Coca Cola Company, but

that website is too simple and boring, it cannot attract customers.

In products category, there is only 1 article

Therefore, Coca Cola Company should build a new website included:

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  Introduction about Coca Cola Company: this helps breading the image of

company more popular.

 Products: bringing customers about images and information of products such

as price and features.

 News: providing customers last new information regarding to Coca Cola

Company and its products.

 Promotions: providing customers information about promotions of Coca Cola

Company.

 Interactive activities: Improve the interaction between customers and

website. For example, website can provide some interesting games regarding

products of Coca Cola Company. It should also provide online support tools

for customers.

4. Personal selling:

The sales force needs to communicate with current distribution channels for

Coca-Cola. The instant Personal selling of Coca Cola Company in Vietnam is quiet

good. But in Vietnam, Coca Cola should open more vending machines which can

serve customers 24/7.

5. Sales promotion:

Now, Sale promotion is the well way to impact on consumer behavior, stimulate

sales. The promotion program must match lifestyle, psychology and personality

of customer, such as winning promotion program on Coke products with

attractive prizes (travel, dinning out with idol, smart phones, music concert

tickets for Kpop, US-UK, etc.)

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 However, more promotions will cause psychological addiction by promotional

for customer, Coke should not make "addiction", especially with targets customer

is younger, which is not high loyalty.

We find some types of sales promotion and analyze strength and weakness,

tactics and tools to complete them:

Sales Promotion Strength and Weakness Tactics and Tools

Price deal:  Strengths: : Great As the pricing

A temporary reduction in response in Fast strategy is

price. Moving consumer goods penetrative this

where brand would be a well

Loyalty isn’t definitive. worthy promotion

 Weaknesses: Sales form.

Volume might not reach

desired target and profit

margins might not meet

requirements.

Loyalty rewards program:  Strengths: Provides Loyal customers

Consumers collect points, incentive to be brand with the refillable

miles, or credits for loyal, new customers bottle will reap

purchases and redeem encouraged to switch benefits of price

them for rewards. brands to get reward. reduction

 Weaknesses: advertising Compared to

has to be in place about competitors because

the scheme they won’t be

Page | 52
 purchasing

packaging.

Contests/sweepstakes/  Strengths: Good prizes Contests linked with

games: are likely to draw repeat Coca-Cola

The consumer is purchases to try again. sponsorship

automatically entered into  Weaknesses: Large companies, such as

the event by purchasing brands are likely to put competitions for

the product. people of thinking their tickets to sporting

chances of winning is events.

lower.

6. Public relation:

The PR activity bring a new positive image, creative, energetic, familiar and close

to customers for Coca Cola.

Press release can increase brand image appeal, show socially responsible of

company. Coca Cola can often focus on activities for young people such as

organize or sponsor a number of sports activities, trips, adventure, and singing

contest ...to increase its level of perception and trust from customer.

7. Direct marketing:

Direct marketing’s effectiveness can be measured directly. If Coca Cola Company

sent out one million mail advertisements/promotions, and ten thousand

customers can be tracked as having responded to the promotion, Coca Cola can

see the campaign led directly to the responses.

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 Besides email, Coca Cola should also take full advantages of social networks such

as Facebook, Youtube, etc. Customers can respond directly through these

channels.

C. Action Plan:

Following is Action Plan for launching products

Activities Objectives Start Date Complition Date

Take new product to

customers to see the

Market Test 2 months
reaction of customers

to product.

-Announce the born

of product
After finish the
Press Release -Portray a better 1 day
Market Test
brand social

responsibility.

Bread image of
TV Advertising After Press Release 6 months
product to customers

Initial price reduction

Sales Promotion After Press Release 2-3 months
to increase market
share.

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 VII. Controls:

Control Activities Time

Control market testing Collect feedback from customers to After finish Market

improve products and marketing plan Testing

Control Advertising Evaluate based on responsiveness (view, 3 months after

feedbacks) of customers through the running Advertising

company website, social networks.

Control Sales Promotions Evaluate from the Sales Report and have 2 months after

the suitable adjustment running Sales

Promotions

VIII. References:

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i