MKT337 presentation by the fabricators

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MKT 337Marketing Plan Presentation

Group:The FABRICATORS


Company Overview:

Existing Product Information

The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia. The Coca-Cola Company offers more than 500 brands in over 200 countries in Bangladesh its products include Coca-Cola, Sprite and Fanta. From the last 50 years The Coca-Cola Company has been marketing its products through local representatives in Bangladesh.


Introduction:

Instead of introducing its other existing energy drink brands in Bangladesh Coca-Cola is going with the decision of introducing a new brand because of legal issues. As the other brands contain too much caffeine and other substances that are not allowed by the laws the company will introduce a new brand FLAME that it tailored for the market here. The brand will target the youth with its unique value proposition. The brand is introduced with the goal of staying in the market for a long time and enjoying sustainable growth.


Marketing Plan:

Objective:

• Create a need for energy drinks in the minds of the target audience.

• Create awareness and interest in FLAME among males and females.

• Build a brand image that sets FLAME apart from other brands.


Target market profile:

Geographic:

Initially the main cites of Bangladesh like Dhaka, Chittagong, Shylet, Khulna

Demographic:

Age: 16-30 Gender: male and female both.

Occupation : Mainly students and young professionals .

Religion : Every religion living in our society

Generation: “Facebook generation” or djuce generation


Target market profile:

Psychographic:

social class : Middle to upper uppers .

Lifestyle: Sporty, energetic and adventurous life style.

Behavioral:

Occasion : on a regular basis

User status: Both the nonusers and potential users of other energy drink.


Positioning strategy :

• FLAME will position itself being as true as it can.

• Not like other energy drinks .• Target audience will perceive the band as

an integral part of their lives.• Reflect true stories of strength, struggle

and success.• Over all positioning will be more for more .


Differentiation strategy:

• A premium quality healthy energy drink.

• low sugar and other ingredients such as taurine, glucuronolactone, and B vitamins

• Low caffeine is added to improve reaction speed, alertness and concentration

• It helps burn fat during endurance activities

• Doesn’t tastes like a cough syrup.• Caffeine is added to improve reaction

speed, alertness and concentration


Product strategy:

.

•The brand name is chosen as FLAME as flame, fire is a symbol of energy

• As this is new product initially only one flavor will be launched. •The sign, symbol, design of the product will be attention grabbing and will demand interest from the target market.

•


Product strategy:

• It will contain the brand logo of FLAME as well as the company logo of Coca-Cola, nutrition facts.

• It will be clearly stated in the label that the product 100% halal.

• The label will also contain quantity, the product tagline, Facebook page link.


Pricing strategy:

• The pricing will be based on Customer Value-Based Pricing.

• In actually pricing the product psychological pricing will be taken into consideration

• A bottle of 300 ml FLAME will be priced at 33 taka


Distribution strategy:

• Coca-Cola already has a vast distributing network all over Bangladesh.

•Manufactured and distrbuted by Abdul Monem Ltd.

•Extensive distribution in selected cities


Promotion strategy:

Promotion strategy • Tvc

•Youtube

•Print media

•Radio

•Facebook page

•


Promotion strategy:

Brand Ambassador:

•Male and female brand ambassador

•Male brand ambassador :

Farhan Samad - The lead guitarist of the legendary band Cryptic Fate.


Male brand ambassador:

.


Promotion strategy:

Brand Ambassador :

•Female brand ambassador :

•Wasfia nazreen

2nd and the youngest Bangladeshi woman to climb mount Everest.


Female brand ambassador:

.


Promotion strategy:

.

Public relation:

• Arranging/sponsoring rock concerts .

• Phono-live TV shows.

•Reality shows.


Promotional budget:

•The budget for 3 month promotional campaign will be initially 7 crore BDT.

•Major part of the budget will be spent on creative TVC.


Promotion expenditure

Fig 1: promotion expenditure chart


Competitor analysis:

Main competitors:

Sting, Black Horse, power, tiger, speed

Their strength: • Already well known and established.• Have more practical knowledge about this field.


Competitor analysis:

Their Weakness:

•Low brand image.•Targeting low class people.•Low quality and tastes awful.•Same pathetic promotional strategy.•Excluding female from the target group.


The way we can out run them:

.

•FLAME will be creating a complete new image of an energy drink brand in Bangladesh.

•The taste of FLAME will be better than just a ‘cough syrup’ .

•Including female in the company’s target group can make a difference as well.


PEST analysis:

Political factors:

As a new brand the company will follow all the government policies like tax policy, labor law, environmental law, trade restrictions and tariffs

Economic factors:

Though FLAME is a product of the Coca-Cola Company, it will follow all the economic policies of its parent company.

Social factors:

FLAME will create the image of 100% halal with true statistic and it won’t contain any ingredients that can hurt any other religious values as well.


PEST analysis

Environmental factors

The bottle of FLAME will be made of plastic which will be easily recyclable.

Legal factors:

The company will follow all the discrimination law, consumer law, antitrust law, employment law, and health and safety laws.


Swot analysis:

Strength:• Being a brand of The Coca-Cola company. • Premium quality.• Clever advertising and promotion.

Weakness:

• Other brands are well known.• Other brands might have loyal customers.


Swot analysis:

Opportunity:

• The energy drink market is still wide open.• Potential for becoming market leader.

Threat:

• People have negative perceptions about energy drink.• Government may introduce new laws regarding the substances in the drink.


Conclusion:

We are very confident that FLAME will blow away its competitors and in the long run it will prove itself as a profitable investment for The Coca-Cola Company.


Any questions ?

MKT337 presentation by the fabricators

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