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.
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