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The marketing campaign for the project is going to be devised for the Coca-Cola Company.

Extracts from this document...

Introduction

CONTENT 1. Terms of Reference.....................................................................1 2. Executive Summary.....................................................................2 3. Business Objectives.....................................................................3 4. External Marketing Review 4.1. PEST Analysis...............................................................4 - 5 4.2. Microenvironment...........................................................6 - 9 5. Internal Marketing Review 5.1. Situation Analysis.........................................................10 - 12 5.2. Implemented Strategy..........................................................12 6. SWOT Analysis.....................................................................13 - 14 7. Selection of Strategies 7.1. Marketing Model Analysis..............................................15 - 16 7.2. Select Marketing Strategies...................................................17 7.3. Marketing Mix Decisions................................................17 - 19 8. Implementation & Budget Plan........................................................20 9. Control & Communication..............................................................21 10. Bibliography...............................................................................22 1. TERMS OF REFERENECE The marketing management uses marketing strategies in order to meet the customer's needs. The marketing strategy involves pricing, advertising, branding, packaging, publicity, public relations (PR), sales promotions, merchandising, and distribution. Satisfying the customers by differentiating their product to competitors using the Marketing Strategy. The marketing plan usually covers following elements: * How the strategy is based on the principles of marketing * How marketer used sources of primary and secondary marketing information * How marketer analysed the marketing context and decided on an appropriate strategy * How marketer would develop a coherent strategies to meet consumer needs * An evaluation of the reliability of the different marketing strategies used 2. EXECUTIVE SUMMARY The marketing campaign for the project is going to be devised for the Coca-Cola Company. Figure 1. Coca-Cola Trademark The company is the largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups in the world. Finished beverage products bearing its trademarks (Figure 1), sold in the United States since1886, are now sold nearly 400 brands in more than 200 countries and include the leading soft drink products in most of these countries. The project focuses on analysis of reasons for the company's performance, providing PEST, SWOT, and marketing models analyses to examine its external and internal environments via diversified analyses directions. The project also evaluates company's segmentation, targeting and positioning, subsequently provides the recommendations. 3. BUSINESS OBJECTIVES Coca-Cola Company articulates its missions as a promise: Our Company exists to benefit and refresh everyone it touches1. ...read more.

Middle

Coca-Cola sales for the last 5 years (millions) 5.1.3. Markets and Penetration The Coca-Cola Company and its subsidiaries operate in nearly 200 countries around the world, and more than 1,200 bottling partners established. Until end of 2002, the world annual per capita consumption of company products is 74 cups11, and company's worldwide number of employees is over 49,00012 (Figure 7). Figure 7. APCC & Percent of Employees by Geographic Divisions Coca-Cola has a massive market share and an incredibly strong brand, appealing to all of the market (Figure 8). * North America - 20% of Coca-Cola's operating income comes from US. * Africa - The Company markets more than 80 brands in Africa, and the growths in recent years maintain over 5%. * Asia - The Asia is the most profitable region for Coca-Cola, accounting for almost 30% of operating income. * Europe, Eurasia and Middle East - EU is Coca Cola's second biggest market region in terms of both revenue and operating income. * Latin America - Latin American countries are significant markets though Company must face the challenging economic and politic climate. Figure 8. Coca-Cola shares in Beverage Markets 5.2. IMPLEMENTED STRATEGY The strategy of The Coca-Cola Company has for a long time been best characterized as follows: global marketing and local manufacturing. However, the global marketing approach has been changed to local marketing because of the differences in consumer demands and experiences. To implement their 'Think Local, Act Local' philosophy, which can be identified as 3P: Pervasiveness, Preference, Price to Value13, can be explained as: * Keeping on creating and delivering attractive brands to thirsty people everywhere. * Locating decision-making & innovation at local level. * By being based in values, earns consumers' trust and makes a significant contribution to bettering their communities. 6. SWOT ANALYSIS Coca-Cola Company's SWOT14 analysis as follow (Table 3): Strengths Weaknesses * Coca-Cola has been a complex part of global culture. ...read more.

Conclusion

The implementation and budget17 plan is generally executed as follow (Table 4): Activities Responsible Party Timeframe Budget Marketing research for product development & market response Marketing Department and Marketing Research Agency Persisting whole campaign 5% Product innovation & development Marketing Department and Production Department collaborate with other departments. Long-term & annual activity (decided by product PLC) 10% Branding/Positioning products (both of existing and new ones) Top Management decides branding strategies, then, Marketing Department leads the implementation. Long-term activity (decided by brand PLC) 25% Marketing communication (advertising, PR, packaging, sponsorship, etc) Marketing Department leads and cooperates with outside Advertising Agencies. Short-term or Middle-term activities 30% Promotion & Pricing Activities Top Management decides strategy and dimensions within consideration of Marketing Department and Financial Department suggestions. Short-term activities in course of competing battles 30% Sales Incentives (both of external and internal sales are rewarded with bonuses) Top Management discusses and decides with Financial Department, Marketing Department and Sales Department Middle-term or Long-term activities (decided by different products or battles) Exclude The Budget Table 4. Company Implementation & Budget Plan 9. CONTROL & COMMUNICATION Customer Feedback Study Investigations are to be made into the design and implementation of 1/4 yearly business customer feedback study that will be used to provide accurate information on a variety of factors regarding the relationship between Coca-Cola Company and the distribution bases. All departments to improve product and service quality will use these information. Market Research Market research into new products demanded by the end customer will be completed on an individual basis and, as part of the product alliance with business customer. In doing so costs can be shared, together with knowledge within the company. Internal Communications Internal feedbacks from Marketing Department will be analysed by a series of meetings. Otherwise, during marketing campaigns, the information intercommunion with other departments is required and indispensable. These feedback sessions will be used as a means to keep marketing department fully appraised of new business and, over all company performance in marketing campaigns. 10. ...read more.

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