The paper "Marketing Research and Planning Project - Milka-Cola" is a good example of a marketing case study. The soft drink industry is a very big one and most of it being captured by two major companies, Coca Cola and PepsiCo. Coca Cola still has an upper hand in this section and is the world’ s biggest company in this regard. The company has a very diverse range of non-alcoholic beverages and syrups and still is looking to enter more fields in this direction. The company has well performed over the years since its incorporation and also supported the world in its attempt towards globalisation. In this assignment, we come across yet another brilliant attempt by the company to enter into a new field of a dairy product with the introduction of ‘ Milka-Cola’ , where the company looks to provide quality milk with high protein and low sugar content.
In this project, we discuss the current market overview and the corporate strategy of the company along with the internal and external marketing factors that affect the decision making and the marketing strategy of the company.
Further, we come across the current market objectives and strategies for the introduction of the new product in the UK and also the promotional programs that the company needs to employ keeping in mind the various details studied. 2.0. Corporate Objective The basic objective of any firm is profit-making and Coca Cola is no different from the others. It looks to be globally known as a company that conducts business responsibility and ethically for the acceleration of sustainable growth for continuous operation in tomorrow’ s world. The corporate objective of the firm is in the direction of its mission to refresh the world, creation of value and making a difference.
The corporate objectives of the company are as follows: Profit: Make a maximum return on investment on one hand and also be mindful regarding their overall objectives. People: Having a workplace that is great enough to inspire people to be the best they can be. Portfolio: Giving the world a portfolio of beverage brands which is capable of anticipating and satisfying the desires and needs of the people. Partners: Growing a big and winning network of partners along with the development of mutual loyalty. Planet: To be a responsible global citizen thus making a difference. These corporate objectives are carried out through proper marketing objectives for their attainment (Johnson, Whittington and Scholes, 2009). 3.0.
Market Overview The global market has a lot of potential in it and the Coca Cola Company has seized the same and has covered more than 200 countries to become the world number one non-alcoholic beverage company. The company looks forward to grabbing the growth opportunities and other operational efficiencies as per its vision 2020 project (Coca-Cola 2013/14 Sustainability Report).
With the people adapting the different type of variations that the company has tried over the years and gained success in most of them, the management seeks opportunity for launching a new product like ‘ Milka-Cola. ’ The people becoming more and more conscious towards health issues and a better standard of life, this product shall provide people with a choice of milk which contains 50% more protein and 30% less sugar than the regular milk available. With people turning away from drinking milk over the last decade this option shall again infuse milk consuming habits in the people on a contrary better dietary benefit.
Belch, G.E. and Belch, M. A. 2007. Advertising and Promotion. An integrated marketing communications perspective. Seventh edition
Curd, M. 2014. Marketing Plan: Coca-Cola in 2015, retrieved on 12-12-14
Coca-Cola 2013/14 Sustainability Report, retrieved on 12-12-14
Johnson, G., Whittington, R. and Scholes, K. 2009. Exploring Corporate Strategy with MyStrategyLab, Financial Times/ Prentice Hall
Kotler, P. and Armstrong, G. 2001. "Principles of Marketing" (9th Ed.). Prentice-Hall India Kotler,2001p.46
McDonald, M. and Wilson, H. 2011. Marketing Plans: How to Prepare Them, How to Use Them. 7th Edition, John Wiley
Pitts, R.A. and Lei, D. 2000. Strategic Management: Building and sustaining competitive advantage; Southwest College Publishing, 2nd Edition
Porter, M.E. 2008. Strategic. Competitive Forces that shape Strategy. Harvard Business Review. Cambridge: Harvard Press.
Passport, 2013. COCA-COLA CO THE, SWOT ANALYSIS, IN SOFT DRINKS (WORLD), retrieved on 12-12-14
Weinstein, A. 2004. Handbook of market segmentation: strategic targeting for business and technology firms. 3rd edition. New York: Probus Publishing Co.