MARKETIN

G PLAN
FOR COCA-
COLA
SUBMITTED BY:

ASTRONOMO, SHEENA MAE

DILAO, SHIELA MARIE

HELYANG, MAE EURESS

JAMANDRE, PRETZEE

JIZ, GERLYN JEAN

MAY 30, 2023

Executive Summary

 This marketing plan outlines strategies and tactics for promoting Coca-Cola, a leading beverage
brand. It covers various aspects such as the mission statement, situation analysis, unique selling
proposition, marketing objectives, challenges, competitor analysis, SWOT analysis, target
market, buyer personas, pricing strategy, distribution plan, promotional plan, and budgeting.

Mission Statement

 Coca-Cola's mission is to refresh the world, inspire moments of happiness, and create value by
offering a wide range of beverages that suit consumers' tastes and preferences.

Situation Analysis

 Coca-Cola enjoys a strong global presence and brand recognition. The beverage industry is
highly competitive, with a wide range of options available to consumers. However, Coca-Cola's
extensive distribution network, established brand equity, and continuous innovation give it a
competitive advantage.

Product/Service

 Coca-Cola offers a portfolio of carbonated and non-carbonated beverages, including Coca-Cola

Classic, Diet Coke, Coca-Cola Zero Sugar, Sprite, Fanta, and various flavored water and energy
drinks.

Unique Selling Proposition

 Coca-Cola's unique selling proposition lies in its iconic brand image, refreshing taste, and
emotional connection with consumers. It offers a wide variety of beverages to cater to different
preferences, making it a go-to choice for consumers worldwide.

Best Practices

 Coca-Cola has implemented best practices such as strong marketing campaigns, sponsorships of
major events, effective distribution strategies, and continuous product innovation. These
practices help maintain and enhance the brand's market position.
Marketing Objectives and Performance

 Increase global market share by 5% within the next year.

 Launch two new innovative beverage products in target markets.
 Improve customer engagement and brand loyalty through digital marketing initiatives.
 Increase sales volume by 8% in key markets.
 Challenges:
 Rising health concerns and the shift towards healthier beverage options.
 Intense competition from both traditional and emerging brands.
 Evolving consumer preferences and the need for constant innovation.

Competitor Analysis

 An analysis of Coca-Cola's main competitors, such as PepsiCo, Dr. Pepper Snapple Group, and
various local and regional brands, will be conducted. This analysis will help identify their
strategies, strengths, and weaknesses to develop effective countermeasures.

SWOT Analysis

STRENGTH WEAKNESSES

 Strong brand recognition and global
presence.
 Extensive distribution network.
 Diverse portfolio catering to different
consumer preferences.
 Negative perception regarding the health
impact of sugary beverages.
 Potential challenges in adapting to
changing consumer preferences.

OPPORTUNITIES THREATS

 Growing demand for healthier beverage  Intense competition from rival brands.
options.  Increased regulations on the marketing
 Expansion into emerging markets with a and sale of sugary beverages.
rising middle class.

Target Market

 Coca-Cola's target market includes both young and mature consumers who seek refreshment,
enjoyment, and a connection to the brand's image and values. It caters to diverse demographic
segments, including teenagers, young adults, and families.
Buyer Personas

a. Health-Conscious Consumer: This persona represents individuals who prioritize their health and
wellness. They are mindful of their sugar intake and seek low-sugar or sugar-free beverage
options. They may prefer Coca-Cola's diet or zero-sugar offerings and look for functional
benefits like hydration or energy replenishment.
b. Environmentally Conscious Consumer: This persona represents individuals who value
sustainability and environmentally responsible practices. They appreciate brands that prioritize
recycling, use sustainable packaging, and demonstrate a commitment to reducing their
environmental impact. They may choose Coca-Cola for its recycling initiatives and responsible
sourcing.
c. Occasion-Centric Consumer: This persona represents individuals who associate Coca-Cola with
special occasions and celebrations. They enjoy the emotional connection and nostalgic feeling
that Coca-Cola evokes during festive seasons, parties, and memorable events.
d. Trend-Savvy Consumer: This persona represents individuals who are constantly seeking new and
unique beverage experiences. They are open to trying innovative flavors, limited-edition
releases, and creative collaborations. They enjoy staying updated on the latest trends and
sharing their experiences on social media.
e. Family-Oriented Consumer: This persona represents parents or individuals who prioritize family
well-being and seek beverages that can be enjoyed by all members. They appreciate Coca-Cola's
wide range of options, including both carbonated and non-carbonated beverages, catering to
different taste preferences within the family.

Marketing Objective and Performance

 Increase brand awareness among the target market by 10% through digital marketing
campaigns and social media engagement within the next six months.

Pricing Strategy

 Coca-Cola will maintain a competitive pricing strategy by considering market dynamics,

consumer affordability, and profitability. Pricing will be tailored to different markets and
products, ensuring a balance between value and affordability.

Distribution Plan

 Coca-Cola will leverage its extensive distribution network to ensure its products are readily
available to consumers. The distribution plan includes the following strategies:
a. Retail Partnerships: Strengthen relationships with key retailers and grocery chains to secure
prominent shelf space and maximize visibility.
b. Distribution Channels: Utilize a mix of direct distribution and strategic partnerships with bottling
companies to reach both large-scale retailers and smaller local stores.
 c. E-commerce: Expand online presence by partnering with e-commerce platforms and
implementing direct-to-consumer sales channels to cater to the growing trend of online
shopping.
d. International Expansion: Continuously explore opportunities to expand into new markets and
establish local distribution networks to reach consumers worldwide.

Promotional Plan

 The promotional plan aims to create brand awareness, engage consumers, and drive product
sales. Key elements of the plan include:
 Integrated Marketing Campaigns: Develop compelling advertising campaigns that emphasize
Coca-Cola's brand image, emotional connection, and unique taste. These campaigns will be
executed through traditional media channels (TV, radio, print) as well as digital platforms.
 Social Media Engagement: Leverage social media platforms to engage with consumers, share
brand stories, run interactive campaigns, and encourage user-generated content. Collaborate
with influencers and brand ambassadors to extend reach and credibility.
 Sponsorships and Events: Continue to sponsor major events, sports tournaments, and cultural
festivals to enhance brand visibility and association with enjoyable experiences.
 Point-of-Sale Promotions: Implement in-store promotions, product bundling, and limited-time
offers to encourage trial and increase sales at the point of purchase.
 Digital Marketing: Implement targeted digital marketing campaigns, including search engine
marketing (SEM), search engine optimization (SEO), email marketing, and personalized
advertising, to reach specific consumer segments and drive online and offline sales.

Budgeting

 The budget allocation for the marketing plan will depend on various factors, including the scale
of activities, target markets, and specific objectives. The budget will be divided among different
marketing activities as follows:
 Advertising: Allocate a significant portion of the budget to advertising campaigns across various
media channels, considering both traditional and digital platforms.
 Promotions and Events: Set aside funds for sponsorships, event participation, in-store
promotions, and sampling activities.
 Digital Marketing: Allocate a portion of the budget for digital marketing initiatives, including
social media advertising, influencer partnerships, content creation, and search engine
marketing.
 Market Research: Allocate a portion of the budget to conduct market research, competitive
analysis, and consumer insights to inform marketing strategies and tactics.
 Marketing Technology and Tools: Allocate a portion of the budget to invest in marketing
automation tools, analytics platforms, and customer relationship management (CRM) systems to
enhance marketing efficiency and effectiveness.
 Regular monitoring and evaluation of the marketing performance against key performance
indicators (KPIs) will help optimize the budget allocation and ensure the best return on
investment.