Marketing Plan

Presented By:Aditya Kale

Aniruddha PatilGourav Kapoor

Narendra KashikarSiddhartha Kamat

Contents:i. Brief Introduction of Marketing Plan

i. Objectives of Marketing Plan

ii. Brief Introduction of the Companyiii. Executive Summaryiv. Current Market Situationv. Objectives of the Companyvi. SWOT Analysisvii. Marketing Strategiesviii. Marketing Segmentationix. Budgetsx. Issues and Initiatives in Indiaxi. Referencesxii. Advertisement Clips

Introduction of Marketing Plan

•A part of business plan

•Most marketing plans cover one year

•General to specific : Vision to mission & then down to the individual action plans

•The most important output of marketing process.

Objectives of Marketing Plan•To set realistic & unambiguous goals.

•To develop an action plan for achieving these goals.

•To align the marketing activities with corporate mission.

•To respond to rapidly changing market conditions.

•To quantify the outcome of each activity.

Introduction of the Company•Founded in 1892 after the formula was invented by Pharmacist John S. Pemberton•Headquartered at Atlanta, Georgia-USA•Currently offers more than 500 brands in over 200 countries •Provides 1.7 billion servings a day•Of this Coca Cola(Coke) accounts for nearly 78%•Sales distributed as follows: 42%(USA), 38%(Mexico, India, Brazil, Japan and China), 20%(Rest of the World)

•Financial Details : Revenue US$ 35.119 billion Operating income US$ 8.449 billion Net income US$ 11.809 billion Total assets US$ 72.921 billion Total equity US$ 31.317 billion

•Employees: 1,39,600

Executive Summary

•Doubling the revenues by 2020

•Making a positive difference in the communities

•Project the company as a responsible corporate citizena) Sustainable water use & packagingb) Climate protection

•Lift the corporate brand image

•Connect with global middle class by creating new products and packaging formats for all lifestyles and occasions.

Fun Fact 1:3.1% of all beverages consumed around the world are Coca-Cola products

Of the 55 billion servings of all kinds of beverages drunk each day (other than water), 1.7 billion are Coca-Cola

Objectives of the CompanyMission:•To Refresh the World... In body, mind, and spirit•To Inspire Moments of Optimism…Through our brands and our actions•To Create Value and Make a Difference... Everywhere we engage.Vision for 2020 Sustainable Growth:•PROFIT: Maximizing return to shareowners while being mindful of our overall responsibilities.•PEOPLE: Being a great place to work where people are inspired to be the best they can be.•PORTFOLIO: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples’ Desires and needs.•PARTNERS: Nurturing a winning network of partners and building mutual loyalty.•PLANET: Being a responsible global citizen that makes a difference

Products To Offer in Current Market SituationAerated Drinks

Coca ColaDiet CokeSpriteThums upMaazaLimca Kinley Soda

Juices Minute MaidIced Tea NesteaWater Kinley Water Tonic Water SchweppsEnergy Drink BurnCanned Coffee Georgia

Fun Fact 2:Coke makes so many different beverages that if you drank one per day, it would take you over 9 years to try them all.

Coca-Cola has a product portfolio of more than 3,500 beverages (and 500 brands), spanning from sodas to energy drinks to soya-based drinks

Fun Fact 3:Coca-Cola's $35.1 billion in revenue makes it the 84th largest economy in the world, just ahead of Costa Rica

Fun Fact 4:The Coca-Cola brand is worth an estimated $74 billion: more than Budweiser, Pepsi, Starbucks and Red Bull combined

Fun Fact 5:If every drop of Coke ever produced were put in 8-ounce bottles and laid end-to-end, they would reach the moon and back over 2,000 times

Fun Fact 6:If you stacked up Coke's 2.8 million vending machines, they would take up 150.2 million cubic feet of space -- the size of 4 Empire State Buildings

SWOT Analysis of CompanyStrengths:•Strong Brand Name •Corporate Identity •Global Distribution •Advertisement•Innovation•Local Approach •Strong R&D •Brand Loyalty •Financial Stability

Fun Fact 8:Around the world, the average person consumes a Coke product every four days

SWOT Analysis of CompanyWeaknesses:

•Market Share

•Under Utilization Of Capacity

SWOT Analysis of CompanyOpportunities:•Developing A Global Brand

•Coca Cola’s Bottling System

•Sufficient Capital

•Has A Potential

•Expansion Into New Market

•Possible Growing Demand

•Merge

SWOT Analysis of CompanyThreats:•Competition Pepsi

•Substituted

•Not Necessarily Married

•Change Of Taste

Marketing StrategyMarketing Mix:•Product Line

•Quality

•Brand Name

•Logo

•Packaging

Product:

Fun Fact 7:The red and white Coca-Cola logo is recognized by 94% of the world's population

•Modulation in Prices

•Psychological Pricing

•Penetration Method

Price:

•Intensive Distribution Strategy•Warehouse & Delivery•Marketing Channels

Place:

•Advertisements:

•Print Advertisements

•Radio Advertisements

•Coke studio

Promotion:

Fun Fact 9:Coca-Cola spends more money on advertising than Microsoft and Apple combined

Coca-Cola advertising budget (2010): $2.9 billionMicrosoft advertising budget (2010): $1.6 billionApple advertising budget (2010): $691 million

Thank You