New concept of packing of Coca-Cola beverages

Abstract

The objective of this marketing plan is to introduce the new concept form of packaging of Coca-Cola beverages, its pricing strategies and its implementation. It is also intended to inform the target audience about the products and benefits about the new products of the Coca-cola. Finally, the marketing is intended to increase the revenues of the company based on the estimated overtaking of health drinks by year 2015.

Table of Contents

Abstract2

Introduction4

Mission5

Discussion6

SWOT Analysis of the Coca-Cola6

Strengths6

Weaknesses7

Opportunities7

Threats8

Product Description9

Features and Benefits9

Pricing10

Market Communications11

Advertising11

Personal Selling14

Sales Promotion14

Public Relations16

References18

New concept of packing of Coca-Cola beverages

Introduction

The objective of this marketing plan is to introduce the new concept form of packaging of Coca-Cola beverages, inform the target audience about the products and benefits about the new products and to increase the revenues of the company based on the estimated overtaking of health drinks by year 2015. The marketing plan examines the need of Coca-Cola in facing the several health related concerns on its packaging of beverages and to change its image towards responsible attitude. This will also guide the new consumers and markets about the coca-cola and its wide array of products. The plan is also helpful for the Coca-Cola in estimation of the revenues due to increasing market trend of healthy drinks by the year 2015.

Coca-Cola is the largest manufacturing, distribution, and marketing company of the non-alcoholic beverages. The headquarters of the company is Atlanta, Georgia, in United States of America. Coca-cola is one of the largest retail companies in the United States of America and is famous for its wide range of beverage products. Coca-Cola is the market leader in the internationally recognized soft drinks and further moving towards different markets to grow their brand. The soft drinks of the Coca-cola are largely available in coolers and in vending machines of the developed countries. Coca-Cola is the company as well as the brand itself. There are a wide number of consumers around who are brand conscious with the taste of Coca-cola. Some other popular products of the Coca-Cola include, Dr Pepper, Sprite, Fanta, Oasis and PowerAde. Apart from these products, Coca-Cola offered number of products that is available with the complete description on their website from the different consumers and different markets nationally and internationally (Coca-Cola, 2012, http://www.thecoca-colacompany.com/brands/index.html).

Coca-Cola has the large market share in variety of its products. Coca-cola has portfolio of around 3500 products which ranges from the diet and regular beverages to fruit juices, water, sports and energy drinks, coffee, tea and milk and the like, that they sell worldwide. Several surveys show that Coca-Cola is most recognized brand in the world due its excellent logo, advertising and colours. Some even claim that Coca-Cola is the second top understood word in the world after the 'OK' (Morrison, 2006).

Mission

Coca-Cola mission is to provide the world-class quality products that create value and difference to the customers it serve. Coca-Cola's products are concentrated and are sold to various licensed Coca-Cola bottling companies around the globe who are responsible for the finished products of ...