Marketing

Plan
Presented By:
Aditya Kale
Aniruddha Patil
Gourav Kapoor
Narendra Kashikar
Siddhartha Kamat

Contents:
i.

Brief Introduction of Marketing Plan

i.

Objectives of Marketing Plan

ii. Brief Introduction of the Company

iii.
Executive Summary
iv.
Current Market Situation
v.
Objectives of the Company
vi.
SWOT Analysis
vii.
Marketing Strategies
viii. Marketing Segmentation
ix.
Budgets
x.
Issues and Initiatives in India
xi.
References
xii.
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
citizen
a) Sustainable water use & packaging
b) 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 CocaCola 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 Company

Mission:
To Refresh the World... In body, mind, and spirit
To Inspire Moments of OptimismThrough 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

Situation
Aerated Drinks
Coca Cola
Diet Coke
Sprite
Thums up
Maaza
Limca
Kinley Soda
Juices Minute Maid
Iced Tea Nestea
Water Kinley Water
Tonic Water Schwepps
Energy Drink Burn
Canned Coffee Georgia

Current Market

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 Company

Strengths:
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 Company

Weaknesses:

Market Share
Under Utilization Of Capacity

SWOT Analysis of Company

Opportunities:
Developing A Global Brand
Coca Colas Bottling System
Sufficient Capital
Has A Potential
Expansion Into New Market
Possible Growing Demand
Merge

SWOT Analysis of Company

Threats:
Competition Pepsi
Substituted
Not Necessarily Married
Change Of Taste

Marketing Strategy
Marketing Mix:
Product:
Product Line
Quality
Brand Name
Logo
Packaging

Fun Fact 7:The red and white

Coca-Cola logo is recognized by 94%
of the world's population

Modulation in Prices
Price:
Psychological Pricing
Penetration Method

Intensive Distribution
Place:
Strategy
Warehouse & Delivery
Marketing Channels

Advertisements:
Promotion:
Print Advertisements
Radio Advertisements
Coke studio

Fun Fact 9:Coca-Cola spends more

money on advertising than Microsoft and
Apple combined

Coca-Cola advertising budget (2010): $2.9

billion
Microsoft advertising budget (2010): $1.6
billion
Apple advertising budget (2010): $691 million

Thank You