• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

e-marketing strategy

Extracts from this document...


A04 As part of this assignment I will research and recommend an e-marketing strategy by which the objectives of the selected business can be met. The product I have chosen is Coca-Cola, therefore I have decided to adopt extension strategies by changing the marketing mix. To extend the lifecycle, a brand or a product, the organisation may need to re-adjust the ingredients of the marketing mix. New ideas are needed for improvements of the product, line extensions or improved promotions. Company Objectives Also businesses like Coca-Cola can achieve its goals or targets through its marketing functions. As these can be linked to the main objectives of the company and Coca-Cola have some main objectives, which include: o Increase sales. o Increase market share. o Growth - entering a new market o Growth - developing new products o Attract potential customers Marketing objective o Better brand image o To maintain and increase the marketing reputation of the product o To keep up with the products potential competitors by having their own unique selling point. ...read more.


Objectives The strategies objective is to satisfy the customer's expectation of their products also finding new market as they have introduced Coke Zero and therefore their aim is to attract a wider range of customers as it includes no sugar and is healthy for all age groups as people are more aware of health issues. They company may also want to increase its brand awareness as the it has different marketing mix such as coke cherry, coke vanilla, also other energy drinks. The company's strategy objective is to communicate effectively with their customer, which is why the company has its own website as this leads to their customers visiting their web page and this may increase the firm's reputation as their consumers may show their loyalty towards the company due to their satisfaction. Positioning Coca cola are offering these sales promotions to their customers: - Giving out free samples of small coke cans for example for their new product Coke Zero. ...read more.


As Coca Cola Zero's personality will be different than any of the other brands and the marketing will reflect with some new ideas. Then I may choose to use direct customers towards the company's websites as it may attract their attention by setting up competitions and including prize draws and this may lead to the business gaining the consumers personal details such as mobile numbers which could used to send a text message on the their latest products. I will do my campaign by advertising my product on television and radio in order to attract potential customers as well as having access to their websites and I will know whether the campaign is successful or not by calculating the amount of customers visiting Coca cola website therefore I will know ho many people are aware of the product. I may monitor this forward by checking the supply's being ordered for the product. The strategy may meet the objective of increasing their market share in the markets as they could do this by measuring how successful the campaign may be. ?? ?? ?? ?? ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays

  1. Marketing research for coca cola

    Quota sampling: Quota sampling is basically people selected into groups who fit into the quota characteristics such as age, income and location. The advantage of this sampling is that it is quick and an easy way of obtaining a sample.

  2. For this assignment I have been asked to produce a new marketing strategy for ...

    Primary research Primary research is known as field research. Date collected through primary research is fresh and original information. Primary research is about getting peoples point of views. Primary research is manly collected by the followings: ? Experiment- e.g. tasting a new product in a supermarket to see how it tastes.

  1. Marketing Aims and Objectives - with examples from major companies.

    For example, a law such as trade description acts, ensuring that all descriptions of products must be accurate and conform to the law. This restricts the marketing department from adding false values and features to the advertisements to attract more customers, increase sales and make the product seem more appealing.

  2. Unit 3 - Marketing Research And Marketing Mix

    tropical After looking at possible pricing strategies for the Ribena tropical, GlaxoSmithKline has to consider which is suitable and apply it to their product. As the target market appears to be price sensitive it is important that the company chooses the right strategy.

  1. Thorpe Park Marketing Mix

    Marketing communications seeks to build product awareness and to inform possible consumers about the product. In Thorpe Parks cast this would be the ride which may offer a free t-shirt or to encourage people to come to the park and go on the new ride discount tickets.

  2. Business Studies Company Profile

    This unemployment affects the local economy quite a bit and so the local council will help keep BMW's factory in Cowley to deal with the lack of jobs. BMW GROUP EXTERNAL ENVIRONMENTAL FACTORS AFFECTING ACHIEVEMENT Organisational performance and effectiveness would be dependent on the successful management of opportunities, challenges and risk presented by changes in the external environment.

  1. marketing innocent drinks

    Each of these smoothies are a portion of a one a day fruit for the children. The Kids smoothies are available in 'wedges' and also 1 litre cartons like the other products. Marketing Mix Product Innocent drinks are the leaders of the UK smoothie market.

  2. Marketing Assignment - examples Tesco and Coca Cola

    product is up to a great quality and consistent, as their customer will appreciate it. Coca Cola is already a well-respected family brand that delivers what their customer expect for many years now, that it considered more a tradition to have Coca Cola within the home.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work