Marketing Plan 2011

(Proposal) By: Suleman Zafar

FAST Business School

Objective
for

2011

to

increase sales

of coca-cola by

3%

to create

High Visibility

of coca-cola

make coca-cola

favorite brand among youth

the Town

Paint

Red
with

COKE

Objective of Activity

Objective is to create

High Visibility

of

coca-cola

3 phases

Merchandising Area Storming Wall Painting

Phase 1

Merchandising
Soft Merchandising Permanent Merchandising

Regular
Directional signs Shelf Separators Shelf Talkers Posters Racks

merchandising

merchandising
Cash counter Branding Available Here Signs Sun Shades Gondolas Racks

Permanent

Must Win Channels

International Modern Trade Outlets Local Modern Trade Outlets Traditional Trade Outlets

MAXIMIZE VISIBILITY

Elements Category Gondola Branding Shopping bag branding

Entrance branding Counter Branding Directionally Signs

International Modern Trade

Local Modern Trade

Local Trade

Shelf Separators V-end Branding

One Way Vision

Elements Trolley Branding Poles Branding

International Modern Trade

Local Modern Trade

Local Trade

Floor Graphics Wind chimes

Shelf Talkers Bunting

Mobiles Posters

Phase 2

Storming

Area

Storming
All efforts in one particular area at one time

Area

Elements of Area Branded Busses Storming

Bus Stop Branding Streamers Banners Rickshaws Cutouts Green Belt Decorations Tree Branding Road Safety Message

Gulberg Cavalry Ground Bharia Town Muslim Town Garden Town Johar Town Model Town Faisal Town Samna bad Mozang Shadman Chaburji Township Mughalpura Dharampura Cantt Sadar Garri Shau Iqbal Town Liberty market Eden Canal Green City Paragon City Valencia PCSIR

Phase 3

Painting

Wall

Painting Opportunities
in

Wall

Lahore

if you are coming from Khalid butt chowk towards firdous market (Cavalry Market)

if you are coming from firdous market towards Khalid butt chowk (Cavalry Market)

SKM Hospital towards Allah hoo Chowk (right side near wapda office)

Model Town Link Road

Allama Iqbal Town Main Boulevard, KIPS Building Toward Moon Mkt.

Jail Road, if you are coming from Mozang Towords Shadman Chowk

Allama Iqbal Town Main Boulevard, Moon Market

Johar Town, Main Boulevard G1 Market Near Tobbaco Shop

Defense Main Boulevard Towards Walton Road

Consumer Engagement Activity

Objective is to increase sales & give coca-cola consumer benefits to make them loyal

Mechanics of the Activity

On the purchase of COKE DISCOUNT pack

Consumer get a chance to play WHEEL OF FORTUNE game

COKE DISCOUNT pack

WHEEL of FORTUNE game

WHEEL OF FORTUNE game

Key Chains

Coke Caps

Coke T-shirt

Surprise Gift

Element of the Activity

Hoarding Streamers Standees Uniforms

Hoarding

Streamer & Standees

Uniforms

Key Focus Areas

Hyper Marts
Makro Metro Hyper Star etc..

Modern General Stores

HKB Al-Fatah etc..

Duration of Activity

June 2011 to August 2011

months activity

Estimated Cost

Cost of Activity per Month

1million

Total Cost will b

3million for 3 months

Objective of Activity

Make Coca-Cola

favorite brand of soft drink

among youth

Most preferred thing in Youth

after
is

MUSIC

FOOTBALL