Rafael Fernandez

Coke Marketing plan

Objectives

S - Specific: Increase Coca-Cola sales in North America by 10% within the next 12 months.

M - Measurable: Measure sales growth by tracking quarterly revenue reports.

A - Achievable: Use targeted marketing campaigns and promotions to drive sales growth.

R - Relevant: Increasing sales in North America is a key business priority for Coca-Cola.

T - Time-bound: Achieve 10% sales growth within the next 12 months.

Key strategic plans

Portfolio diversification: Coca-Cola aims to diversify its beverage portfolio to meet changing consumer
demands and preferences. This includes expanding its offerings of low- and no-sugar beverages, as well
as investing in new categories such as energy drinks, plant-based beverages, and coffee.

Customer engagement: Coca-Cola focuses on engaging with customers in innovative and meaningful
ways, such as through personalized marketing campaigns, digital experiences, and partnerships with
retailers and other brands.

Operational excellence: Coca-Cola continuously seeks to improve its operational efficiency and
effectiveness, from production and distribution to marketing and sales. This includes investing in
automation, data analytics, and supply chain optimization.

Sustainability: Coca-Cola is committed to sustainability and aims to reduce its environmental impact
through initiatives such as water stewardship, packaging innovation, and renewable energy sourcing.

Marketing actions

Coca-Cola relies on its well-established brand identity to market its products and connect with
consumers. It uses a variety of strategies to achieve this, including partnerships with sports and music
events, digital marketing, and innovation in its products and packaging. By focusing on these actions,
Coca-Cola aims to maintain its brand recognition and engagement with customers, while also adapting
to changes in consumer preferences and behaviors.

Marketing budget

Coca-Cola's global marketing budget is believed to be in the range of $4 billion to $5 billion annually. This
includes spending on various marketing channels such as advertising, sponsorships, digital marketing,
and product innovation. It's important to note that this figure may vary from year to year and across
different regions and markets.

Segmentation

Coca-Cola targets a wide range of age groups, from children to older adults, but primarily focuses on
young adults aged 18-35. It also targets both genders, with slightly more emphasis on males.

Consumer profile

Age: Coca-Cola consumers span a wide age range, from children to seniors, but the company primarily
targets young adults aged 18-35.

Gender: Coca-Cola targets both males and females, with slightly more emphasis on males.

Lifestyle: Coca-Cola consumers tend to value social experiences, togetherness, and happiness. They are
often outgoing, active, and enjoy spending time with friends and family.

Health-consciousness: While Coca-Cola is often associated with sugary beverages, the company has been
expanding its low- and no-sugar options to cater to health-conscious consumers.

Geographic location: Coca-Cola has a global presence and targets consumers in both urban and rural
areas across different regions and markets.

Price

Red bull

Dr Pepper
Coke
7up
Quality

Pepsi