Essays on Individual Marketing Plan for Coca-Cola Case Study

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The paper "Individual Marketing Plan for Coca-Cola  " is an outstanding example of a marketing case study.   As a global company, Coca Cola enjoys a large market share of soft drink beverages. After research findings revealed that Coca Cola is experiencing elastic limits in the diversification of its product brands, it is important for the company to adopt and implement a new marketing action plan for the new product packaging approach (Doole & Lowe 2012, p. 10). As such, the company will not only break the monotony of its current product packaging approach and attract more consumers, but also outdo the packaging methodology of its competitors.

Moreover, it is a necessary undertaking considering the fact that close competitors of Coca Cola have heavily invested in stylistic brand packaging to attract consumers. Purpose The purpose of this paper is to present a marketing action plan for the new stylistic and innovative brand packaging for the new Diet Coke product brands. The end benefit of the purpose is to retain and attract more consumers. Mission The need to fulfill the purpose comes from the company’ s mission statement which propels Coca Cola to do everything it does to inspire the world by refreshing its body, mind and spirit, investing in the world to make a difference and value, and inspiring optimistic moments using the company’ s actions and brands. Brief SWOT analysis In terms of strength, Coca Cola is a global leader of the soft beverages market.

Therefore, it enjoys high sales and a high percentage of customer loyalty due to the extensive recognition of its brands as image imprints on many types of apparel. Alternatively, the bottling approach gives the company a competitive local advantage of appeal which allows affordability of the beverages and recycling of the used bottles (Montgomery & Chester 2009, p.

25). In recent years, the company attracts more customers through its sustainability programs and social responsibility approaches such as sponsoring world sporting events and music. Finally, apart from controlling brands with high demand, the company attracts many customers through constant advertising and seasonal advertising. In the context of weaknesses, scientific research shows that the company’ s products are related to health problems due to the high concentration of sugars. The diversification of the company reveals prompt elastic limits in the production of new brands.

As such, the company failed to market Desani and Coke Zero effectively. Therefore, it is conclusive that the share of brand markets leaves Coca Cola susceptible to direct competition from emerging and existing soft drink beverage companies. However, opportunistically, the company is capable of continuously introducing new product brand in the market. Therefore, the marketing of new products relies on the extensive recognition of the company’ s product brands. To maintain its brand image, the company invests heavily in advertising which gives it a competitive advantage.

On another note, the flexibility in bottling allows packaging of variable brands. Moreover, the attraction of more customers is possible by changing the product brands’ packaging strategy. Finally, the adoption of green business strategies, sustainability programs and social responsibility approaches retains and attracts new consumers (Gupta 2011, p. 52). In the scope of threats, the company faces stiff competition from existing and emerging soft drink companies. Alternatively, the health concerns surrounding the consumption of Coke products do not only attract anti-Coke consumption campaigns but also pushes the company to produce new substitute drinks that threaten the existing market of the brands.

Additionally, the continuous competition between Coca Cola and PepsiCo creates an unpredictable market where consumers switch to whichever trending brand in the market. Finally, the overcrowding of the soft drink beverage market limits brand diversification of Coca Cola Company.

References

Coca Cola Life™ Launch Backed With Massive Marketing Push 2014, Coca Cola Life™ Launch Backed With Massive Marketing Push, Coca –cola Great Britain, viewed 24 November 2014, .

Doole, I & Lowe, R 2012, International marketing strategy, Cengage Learning, Boston, Mass.

FAQs 2014, FAQs, Coca Cola Company, viewed 24 November 2014, .

Galician, ML 2013, Handbook of product placement in the mass media: New strategies in marketing theory, practice, trends, and ethics, Routledge, New York, NY.

Gupta, S 2011, ‘MIR talks to Stan Sthanunathan, Vice President of Marketing Strategy and Insights, Coca-Cola Company,’ GfK Marketing Intelligence Review, vol. 3, no. 1, pp. 58-64.

Kapferer, JN 2012, The new strategic brand management: Advanced insights and strategic thinking, Kogan Page Publishers, Philadelphia, PA.

Mangold, WG & Faulds, DJ 2009, ‘Social media: The new hybrid element of the promotion mix,’ Business horizons, vol. 52, no. 4, pp. 357-365.

McCarthy, J 2014, Coca-Cola to inject 'Life' into new low calorie brand with multi-million pound UK marketing push, the Drum, viewed 24 November 2014, .

Montgomery, KC & Chester, J 2009, ‘Interactive food and beverage marketing: targeting adolescents in the digital age,’ Journal of Adolescent Health, vol. 45, no. 3, pp. 18-29.

Moye, J 2013, The Extraordinary Story of How Diet Coke Came to Be, Coca-cola Company, Viewed 24 November 2014, .

Responsible Marketing Strategies: About Us 2010, Responsible Marketing Strategies: About Us, Coca-cola Great Britain, viewed 24 November 2014, .

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