Inplememtation for Coca Cola

8/4/2019 Inplememtation for Coca Cola

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Coca Cola’s New

Product

Implementation

Plan



Contents

• Brief summary

• Overview

• SWOT

• Market Strategy

• objectives

• Implementation Plan

•

Actio plan

• Coordination Personnel

• Evaluation & Monitoring



• Timeline

Brief summary

The following implementation plan forms the basis for the

introduction of an innovative new product (Bubble Buzz) by

the Coca-Cola Company. The analysis allows us to outline the

best strategies to follow for the achievement of the

company’s strategic goals. “Bubble Buzz” will be marketed as

a unique functional drink while striving to reinforce the

company’s status as the leader in innovation and successful

product launches. The marketing strategies will enable to

reach a market size of an estimated 8,688,300 people



(targeted) with a forecasted sales growth prospect of 7.3%

over the next 4 years, while satisfying the needs of the still-

unserved market for ready-to-drink bubble tea. Success will be

reflected by a sizeable capture of market shares within this

market, while strategically carrying the company up to the top

spot as the market leader in the functional drinks segment of

soft drinks. In addition, export potential will be considered in

China.

Overview

Brief description of the company

The Coca-Cola Company’s core undertaking is to benefit and

refresh everyone it reaches. Founded in 1886, we are the

world’s leading manufacturer, marketer, and distributor of

non-alcoholic beverage concentrates and syrups, which are

used to produce nearly 400 beverage brands that make up for

our wide portfolio. Our corporate headquarters are established

in Atlanta, and we are holding local operations in over 200

countries around the world. Our activities cover all sectors of



the beverage industry. We are the second leading player in

functional and Asian specialty drinks, while ranking number

one in value for the ready-to-drink tea sector.

Situation analysis

INDUSTRY ANALYSIS

Consumption: The sales volume for the functional drinks

segment (ref. D2) in Australia 3.94 liters, which represents a

4.0% increase compared to 1999. The growth of this particular

market is largely due to a slow shift in consumer trends.

Trends: Through the early 1960s, soft drinks were

synonymous with “colas” in the mind of consumers. In the

1980s and 1990s, however, other beverages (from bottled

water to tea) became more popular. Coca-Cola and Pepsi

responded by expanding their offerings through alliances (e.g.

Coke & Nestea) and acquisitions (e.g. Coke & Minute Maid),

but also by focusing efforts on portfolio diversification. Today,

while the soft drink industry’s value has increased in 2004,

the volume sales of carbonated soft drinks has declined due

to a large proportion of consumers who are opting for the



trend towards healthier alternatives in the functional drink

segment (energy drinks, smoothies, milk & juice drinks, sports

drinks) as well as bottled juices and water. Companies have

been actively engaged in new product developments in order

to counter the growing concerns about negative health

impacts of high-fructose drinks, but also to increase the

demand in a market where product offerings are quickly

maturing. New flavor introductions and health-conscious

formulations have been launched in an attempt to offset the

decline in carbonated soft drink sales. The functional market is

expected to show sustained growth and consumer interest in

the future years as consumption shifts to trendier, healthier

and more sophisticated products.

Profitability & future growth potential: In 1993, Concentrate

Producers earned 29% pretax profits on their sales, while

bottlers earned 9% profits on their sales, for a total industry

profitability of 14%. While the functional drinks sector only

accounts for 3.7% of the total soft drinks sales in 2004



(Appendix B), estimates are forecasting a growth of 7.3% in

sales and 11.0% in volume consumption by 2009.

SWOT ANALYSIS (Strengths and weaknesses,

opportunities and threats)

strengths weakness

Brand strength

Effective stride in newmarkets

Results of operations

Strong existing distribution

channels

Reliant upon line extensions

Reliant upon particular

carbonated drinks

Brand dilution

Entrance into difficult non-

core categories

opportunities threats

New product introductions

Brand is attractive to

global partners

Strong competition

Potential health issues

Free trade

Market objectives

The objectives of the marketing plan are strategically

centered on 3 criterias:



To create a strong consumer awareness towards a

completely new bubble tea product from Coca- Cola,

To establish a wide brand recognition through the capture

of market shares in the functional drinks segment,

To become the top market leader in that particular

segment within the forecasted sales figures.

Marketing Strategy

The new product-Babble Buzz will focus on three geographical

markets: Australia, USA and China, and in limited products

segments: Bubble Tea beverage in a pre-bottled, ready-to-

drink format.

DISTRIBUTION: Bubble Buzz will be distributed through these

channels: supermarkets, convenience stores, independent

food stores, discount stores, multiple grocers, vending

machines, direct sales.

The target customer is usually the young generation who are

curious with new products. Customer demand is a crucial

factor which is driven by tastes, income and availability of



others similar products at a different price (mentioned later in

the potential substitutes section). For a lot of consumers,

value and price are highly related: ‘’the higher the price, the

higher the value’’. Consequently, Coca-Cola’s intention to

position Bubble Buzz as a unique, innovative and attractive

product gives it a certain control over Bubble Buzz price. To be

able to implement higher pricing though, the minimization of

the non- monetary costs to customers should also be include

along with awareness of the product



Implementation Plan



Coordination Personnel

This communication plan was designed by marketing team,

which is we are going to using promotional strategy. One is

targeting on ages between 5 to 18 years and other one is

targeting on regular adults drinkers.

The main purposes is to knowledge them what is the new

product and



Action plan

Action PlanDate Task Person

Responsi

ble

Resource

s

Required

Cost Complet

ed

10/12/

10

Introduce

the

productsand

Increase

target

perceptio

n.

Marketin

g

managerand

Advertisi

ng

Compani

es

TV adv.

& Movie

TheatrePre-show

Advertisi

ng

$4000.00

√

1/1/11 Differenti

ate from

itscompetito

r

Marketin

g

managerand Sale

staff

Rebates,

Catalogu

es andproduct

models

$1000.00

√

28/2/1

1

Conduct

survey on

customer

s

Marketin

g

Manager,

Marketin

g

Assistant

Mail

outs,

Talk to

custome

rs

$2000.00

1/3/11 Evaluate

sales of

the day

Marketin

g

Manager

Compute

r, sales

$600.00

15/3/1

1

Make VIP

cards to

encourag

e

customer

Creative

agency

Design

for card

$500.00



s to

return

Timeline

Promotion Schedule

Step

1 Personal selling

February to September

To make Canadian retailers aware of Bubble Buzz so they can

order it in time for Summer time

2 Radio spots

February to April

Radio is the most listened media by students (based on

researches); the target market would hear our radio spot

several times a day. This will ease the recognition of Bubble

Buzz in future promotion tools

3 Magazines ads

Mid-March to June

The target market will then match an image with the name of

the product more easily. The recognition of Bubble Buzz will be

faster.



4 Television spots

April to September

To send a widespread message that Bubble Buzz is now

available.

5. Sample distribution April to September

To get potential buyers to try Bubble Buzz and to create an

addiction to it.

6 Point of purchase

April and September

Making a special section for the Bubble Buzz in Grocery store

will help the new potential buyers to find our product faster

and more easily.

7 Outdoors

May to September

Putting adds in specific places where Generation Y hangs out

will create an increased awareness of Bubble Buzz

8 Public Relations

May to September

We will use special events (sports and others) to promote

Bubble Buzz and also to get in touch with our potential



market.

It will allow Coca-Cola to interact with our Generation Y

Consumers.

9 Contests

August to end of September When the summer will come to

its end, we will use contest to give a second "push" to the

sales of the Bubble Buzz.

10Publicity

All the time

Use of conferences and news to make the general public

aware of the existence of Bubble Buzz.

Inplememtation for Coca Cola

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