COCA-COLA EVOLUTION GAME:

THE MARKETING PLANManjushree Yethirajyam

EXECUTIVE SUMMARY

“TO REFRESH THE WORLD IN MIND, BODY AND SPIRIT. TO

INSPIRE MOMENTS OF OPTIMISM AND HAPPINESS THROUGH OUR

BRANDS AND ACTIONS.”Mission Statement

Coca-Cola’s Business Model

CURRENT SITUATION• Change in customer preferences.• Cost-cutting Techniques to manage losses. • Selling of bottlers.• Firing the Chief Marketing Officer. • Need for a significant strategy shift. • Need to align with new trends.

PROPOSED COURSE OF ACTION

CREATE A GAMING

APP

BRAND IS LOSING

RELEVANCY

CHANGING CONSUMER

PREFERNCES

INCREASE IN SMARTPHONE

USERS

GENERATE REVENUES AND RECPATURE PUBLIC INTEREST

SITUATION ANALYSIS

OVERVIEW OF THE COMPANY

COMPANY OVERVIEW

MARKET FOR COCA-COLA PRODUCTS

CHANGING TRENDS Healthfulness has led customers to decide that they want less of this calorie rich, nutritionally starved drink.

As concerns have grown over ‘artificial’ products such as sweeteners, customers have moved away from even low calorie ‘diet’ colas.

What Coke once stood for –healthfulness, vitality, spirit, ingenuity, youthfulness – is no longer true.

COMPETITORS

PARTNERS

TARGET CUSTOMERSCoca Cola mainly targets customers in the age group 12 – 30. However, a significant fraction of the population above the age of 30 prefer the drink.

GOAL

INCOME LEVELS

2012 2013 2014 2015 2016

-20

-15

-10

-5

0

5

10

15

Net Income (in billion US dollars) Net Income Growth (In Percentage)

PROFITABILITY RATIOS

Goals for 2020

STRATEGY Strategy to introduce ‘Coca-Cola Evolution Game’

CUSTOMERS

Coca-Cola’s target audience is in the age bracket of 12 – 30. A majority of this population heavily rely on apps and form the biggest part of the gaming community.

COLLABORATORSCoca-Cola can collaborate with supermarkets, restaurants, hotels, movie theatres, fast food joints and cafes to market their new strategy.

COMPANYMarketing Team Technical Team Accounts Team

Find ways to market the app.

Design Team

Design promotional material and the design

components of the app.

Design and test the app.

Work out the offers

and benefits that the

users will receive.

FINAL PRODUCT

COMPETITORS

Coupons provide users and collaborators with the same benefits as the proposed application.

CONTEXT Economic: Spending on soft drinks is on a low.

Technological: Coca-Cola products are not in line with the current trends.

Sociocultural: There is a growing culture of people opting for healthy options.

Regulatory: Developments may affect pricing for Coca-Cola products.

Physical: There can be an improvement in the proximity between user and brand.

CUSTOMER VALUE Value Proposition: A true collaboration of fun and happiness – Game your way to receive lifetime discounts on all Coca-Cola products. Positioning: As a brand that really cares. Positioning Statement: Coca-Cola provides its users with best overall experience than any other soft-drink company by improving its products and the consumer’s involvement with the company.

COLLABORATOR VALUE Value Proposition: Increase in sales, more visits to stores and supermarkets, and increase in the store’s visibility. Positioning: As a brand that really cares. Positioning Statement: Coca-Cola aims to work with its partners in a harmonious way that is mutually beneficial for both the parties involved and nurture a winning network of customers and suppliers to create mutual, enduring value.

COMPANY VALUE Value Proposition: Improve the company – user relationship, improve revenues, marketing opportunity Positioning: As a brand that really cares Positioning Statement: Coca-Cola aims to bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs, and maximizes long-term return to shareowners while being mindful of our overall responsibilities.

TACTICS

PRODUCTBasic Version• Free of cost.• Levels for the game.• Earn points and use them to buy products.• Upgrade to Premium Version after reaching a certain level.

Premium Version• Most feasible cost. • Levels for the game.• Earn points and use them to buy products at highly subsidized rates. • Receive lifetime discount offers and membership services.

SERVICE

BRAND

BRAND

Slogans and Jingles for Coca-Cola

PRICE Average Coca-Cola consumption in the world: 92 servings of 8 fluid ounce

Cost of 24 bottles: $32.70 Cost of 1 bottle: $1.36 Money generated by one person in a year (world average): $125.35

Most top gaming apps are free.

The app should be priced around $2.99.

(In terms of 8 fluid ounces beverages)

INCENTIVESFor Customers• Products are available at lower rates. • Perks for Coca-Cola Membership Plan• Products are sold at discounted rates (lifetime offer).

For Collaborators

• Discounts of Coca-Cola products for employees. • Rewards for employees who encourage more downloads. • Free Coca-Cola Membership Perks

For Company Personnel

• Discounts on Coca-Cola products. • Marketing opportunities. • Advertising for collaborators.

COMMUNICATION

COMMUNICATION

High touch

High Tech-Convenience

Fly InsAd-hoc Calls

Conference CallsRegional Meetings Interactive Demos

Webcasts

PPT.pdf

Datasheets

Intranet/Portals Rich Media

BroadcastEmail

DISTRIBUTION

IMPLEMENTATION

INFRASTRUCTURE • Business Head – Manages the team and works with partners• Marketing Head• Technical Head• Design Head• Finance Head

PROCESSES

SCHEDULE

PLANNING DESIGN DEVELOPMENT

TESTING

MARKETING

LAUNCH

Application Development Process

Thank you.