Marketing Plan

Presented By:

PARVEEN YADAV

Contents:
i.

Brief Introduction of Marketing Plan

i.

ii.
iii.
iv.
v.
vi.
vii.
viii.
ix.
x.
xi.
xii.

Objectives of Marketing Plan

Brief Introduction of the Company

Executive Summary
Current Market Situation
Objectives of the Company
SWOT Analysis
Marketing Strategies
Marketing Segmentation
Budgets
Issues and Initiatives in India
References
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 :

Employees: 1,39,600

Revenue
Operating income
Net income
Total assets
Total equity

US$ 35.119 billion

US$ 8.449 billion
US$ 11.809 billion
US$ 72.921 billion
US$ 31.317 billion

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 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 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

Current Market Situation in India

The carbonated drinks market is close to Rs 6,000 crore
($1.36 billion) with growth at 10-12 per cent
The fruit juices and fruit-based drinks market is close to Rs
5,000 crore ($1.13 billion), growing at 35-40 per cent
annually.
Within the hot beverages category, India is the largest
producer of tea and accounts for 28 per cent of the global
production at 956 million kilograms annually.
The total turnover of the tea industry is over Rs 8,000 crore
($ 1.8 billion), growing at a rate of 1.2 per cent annually.
India is the worlds 5th largest producer of coffee,
accounting for 4 per cent of the worlds production.
In India, Coca Cola and Pepsi hold a market share of 95% of
which coca cola has 60.8% the rest belongs to Pepsi.
Main Indian Competitors:
Pepsi Co.-Pepsi, Slice, Dew, Mirinda, Tropicana Juice, Lipton Tea
Nestl-Nestea and other Milk Related Products.
Dabur-Real Fruit juice

Products To Offer in
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 Situation

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
Backward Integration
Thanda Matlab Coca Cola
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:
Not No 1 In India
Market Share
Under Utilization Of Capacity
Sales In India
Pesticide Controversy

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
Pesticide Matter

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

Price: Modulation in Prices

Psychological Pricing
Penetration Method

Place: Intensive Distribution Strategy

Warehouse & Delivery
Marketing Channels

Coverage:

Promotion: Advertisements:
Print Advertisements
Radio Advertisements

Implementation-Brand Localization
Strategy
India A(4%):Life Ho To Aisi
This segment sought social bonding as a need and
responded to inspirational messages, celebrating the
benefits of their increasing social and economic freedoms.

India B(96%):Thanda Matlab Coca-Cola

Use of Idiomatic expressions and Local language
Accessibility Campaign
Distribution Infrastructure: Retail Outlets Doubled in 2
yrs.(From 80,000 to 160,000)
Doubled the Market Penetration in rural areas
(13% to 26%)
Campaign of the Year(2003), Advertiser of the Year(2003)

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

Implementation through Advertising:

Brand Ambassadors:
Coca Cola: Imran Khan(Endorsement Fee:3.35 cr)
Aamir Khan(Endorsement Fee:10 cr)
Virendar Sehwag
Thums up-Akshay Kumar(Endorsement Fee: 5 cr)
Fanta-Genelia Dsouza (Fee: 1.13 cr)
Sprite-Shahrukh Khan

Sponsorships:
First Commercial Sponsor of Olympic Games in 1928
Fifa World Cup(Since 1978)
Major League Baseball, NBA, NHL.
1996 Cricket World Cup
IPL: Delhi Daredevils
English Football League(Coca Cola Championship, League 1, 2)

Implementation through Advertising:

Mass Media:
Hollywood Movies : Borat, Click, Failure to Launch, Glory
Road, Gridiron Gang, Hostel, Mission: Impossible III, Silent Hill,
The Covenant, The Departed

Bollywood Movies: Kaho Naa Pyar Hai, Rang De Basanti,

Taal, Shree 420, Kuch Naa Kaho, Bobby.

Campaigns & Collaborations:

Dominos

Coke Studio with MTV

Diwali Campaign: Come Home on Deepawali

Brrrrrr Campaign

Budgets
Coca Cola has an global annual advertising budget of
$1.6 billion a year.

2011-12 Q1 Highlights(Coca Cola India):

Total Sales:$356.9 million
Operating Income:$19.2million
Net Profits:$6.4million
Earning per Share:$1.69
Current Trading Price:$63.70

Return on Equity:30.9%
Return on Assets:15.1%
Return on Invested Capital:25.1%
Gross Profit Margin:68.4%

Issues and Initiatives in India

Groundwater Depletion
The Issue: Several droughts in a number of villages in
Kerala and Uttar Pradesh where the plants operated
were linked as a possible cause due to the large usage
of water for production.
The Initiatives:
Reduce
Recycle
Replenish

The Results:
Water usage ratio reduced by more than 25% from 20042009
Waste water treated to a level to support aquatic life
Rainwater harvesting potential equal to 93% of ground
water used.

Issues and Initiatives in India

The Pesticide Controversy:
The Issue: in 2006, CSE established that Coke had 25 times the
pesticide residue than found in 2003 which posed health risks, which
also resulted in a 11% drop in sales.
The Initiative via Advertisements.

Initiatives in India

Thank You