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Marketing Plan - Coca-Cola Company

Autor:   •  April 1, 2011  •  Case Study  •  6,402 Words (26 Pages)  •  3,503 Views

Page 1 of 26

The following marketing plan forms the basis for the introduction of an innovative new

product by the Coca-Cola Company. The analysis allows us to outline the best strategies

to follow for the achievement of the company's strategic goals. "Bubble Buzz" will be

marketed as a unique functional drink while striving to reinforce the company's status as

the leader in innovation and successful product launches. The marketing strategies will

enable to reach a market size of an estimated 8,688,300 people (targeted) with a

forecasted sales growth prospect of 7.3% over the next 4 years ($243,029.47 profits),

while satisfying the needs of the still-unserved market for ready-to-drink bubble tea.

Success will be reflected by a sizeable capture of market shares within this market, while

strategically carrying the company up to the top spot as the market leader in the

functional drinks segment of soft drinks. Export potential will be considered in China.

Brief description of the company

The Coca-Cola Company's core undertaking is

to benefit and refresh everyone it reaches.

Founded in 1886, we are the world's leading manufacturer, marketer, and distributor of

non-alcoholic beverage concentrates and syrups, which are used to produce nearly 400

beverage brands that make up for our wide portfolio. Our corporate headquarters are

established in Atlanta, and we are holding local operations in over 200 countries around

the world. Our activities cover all sectors of the beverage industry. We are the second

leading player in functional and Asian specialty drinks, while ranking number one in

value for the ready-to-drink tea sector (ref.1, p.1).

3

Brief description of the new product, & strategic role in the future position of the company

"Bubble Buzz" will be a bottled beverage

and will be positioned as the only ready-to-drink Bubble Tea product available on the

market. The beverage will have a green tea base with enhanced fruit flavors (passion

fruit, strawberry and lime) as well

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