Marketing Objectives

The marketing objectives include:

1) To enable a company to control its marketing plan.
2) To help to motivate individuals and teams to reach a common goal.
3) To provide an agreed, consistent focus for all functions of an organization. 1.
The other objectives include:
1. Market Share Objectives:
To gain 61% of the market for soft drinks industry by 2012.
2. Profitability Objectives:
To achieve a 20% return on capital employed.
3. Promotional Objectives
To increase awareness of the product on the market.
4. Objectives for Survival
To survive the current market war between competitors.
5. Objectives for Growth
To increase the size of the worldwide Coca Cola enterprise by 10% .

Marketing strategies and marketing mix
Marketing mix:
Marketing mix includes:
Product
The Coca-Cola Company's products include beverage concentrates and syrups.
The business has over 300 brands of beverages around the world with the main ones being Coke,
Fanta, Sprite, Fruitopia 100% Fruit Juice, and PowerAde.
The Coca-Cola Company packages its beverages into plastic bottles of sizes 2.25 liters, 1.50
liters, 500ML and 300ML. These are also available in aluminum cans of 375ML.
Coca-Cola is the most well-known trademark, recognized by 94 per cent of the world's
population. The business is very successful and holds a very good reputation.
Marketing strategies for product
The Coca-Cola Company uses marketing strategies to differentiate its product from its
competitors to gain a competitive advantage. These are listed in the table below.
Extension/product differentiation In 2002,
The Coca-Cola Company extended the products of Coke and developed the new products
Coke with lemon and Vanilla Coke. This extension: Responded to consumer demands, generated
sales and profit.
Innovation In 2001,
Coca-Cola had innovated and developed the introduction of purchasing the company's
products from vending machines via SMS messaging. In 2002, the company innovated and came
up with a new packaging idea, the Fridge Pack. The Fridge Pack consists of cans packed 2-by-6.
This innovation has: Increased consumer awareness and preference. Increased rate of
consumption and profitability.

Price
The prices of Coca-Cola's products vary according to the size. The prices of the main products
are shown below.
Product Size Prices
Coke, Fanta,
Sprite Coke,
Soft drinks PowerAde
2.25L bottle Rs.110
1.50L bottle Rs.90
500mL bottle Rs.45
300mL bottle Rs.35

Pricing Strategies:
1. Competition-based pricing:
Coca-Cola products are usually priced below, above or equal to its competitors' prices. For
example,
2. Discount-based pricing:
Coca-Cola products prices are often marked down during sale periods and special occasions.
This will generate sales Increase profits
3. Meet-the-competition pricing:
The Coca-Cola products pricing are set around the same level as its competitors.
4. Psychological pricing:
The Coca-Cola products pricing are set below the level as its competitors Most of the Coca-Cola
products use this method of pricing. This pricing strategy makes consumers perceive the
products to be cheaper.


Place and Distribution:
The place P of the marketing mix refers to distribution of the product- the ways of getting the
product to the market. The distribution of products starts with the producer and ends with the
consumer.
One key element of the Place/Distribution aspect is the respective distribution channels that
Coca Cola has elected to transport and sells its product.
Selecting the most appropriate distribution channel is important, as the choice will determine
sales levels and costs. The choice for a distribution channel for Coca Cola depends on numerous
factors, these include:
How far away the customers are;
The type of product being transported;
The lead times required; and;
The costs associated with transport;
Distribution Strategies
There are four types of distribution strategies that Coca Cola could have chosen from, these are:
1. Intensive,
2. Selective,
3. Exclusive and
4. Direct distribution.

Promotion:

In todays competitive environment, having the right product at the right place in the right place
at the right time may still not be enough to be successful. Effective communication with the
target market is essential for the success of the product and business. Promotion is the p of the
marketing mix designed to inform the market place.
The promotional mix is the combination of personal selling, advertising, sales promotion and
public relations that it uses in its marketing plan. Above the line promotions refers to mainstream
media: Advertising through common media such as television, radio, transport, and billboards
and in newspapers and magazines. Coca Cola has used this as the main form of promotion for
extensive range of products. Although advertising is usually very expensive, it is the most
effective way of reminding and exposing potential customers to Coca Cola Products.

BCG Growth Matrix Analysis
BCG matrix relies on 2 dimensions, market growth and market share.
Placing appropriate products in the BCG matrix, results in 4 categories, in the business portfolio
of an industry. The four categories include the
Stars
Cash Cows
Dogs
Question Marks
. QUESTION MARKS:
Most businesses start of as question marks.
They will absorb great amounts of cash if the market share remains unchanged
Question marks have potential to become star and eventually cash cow but can also become a
dog.
Investments should be high for question marks.
The question marked products of Coca-Cola are
Fanta, sprite


STARS:
HIGH GROWTH, HIGH MARKET SHARE
Stars are leaders in business.
They require heavy investment to maintain its large market share.
It leads to a large amount of cash consumption and cash generation.
Attempts should be made to hold the market share otherwise the star will become a cash cow.
The star products of Coca-Cola are
Thumbs up, Maaza, Kinley

CASH COWS:
LOW GROWTH, HIGH MARKET SHARE
They are foundation of the company and often the stars of yesterday.
They generate more cash than required.
They extract the profits by investing as little cash as possible.
They are located in an industry that is mature, not growing or declining.
The products which are Cash cows are
Limca, Coca Cola
DOGS:
LOW GROWTH, LOW MARKET SHARE
Dogs are the cash traps.
Dogs do not have potential to bring in much cash.
Business is situated at a declining stage.
The products which are at Dogs are
Diet Coke, Minute maid

Conclusion

Star Strategy:
Invest profits for future growth and for earning more of market share and profits

Cash Cow Strategy:
Use profits to finance new products and growth elsewhere.

Question Mark Strategy:
Either invest heavily in order to push the products to star status, or divest in order to avoid it
becoming a Dog.

Dog Strategy:
Either invest to earn market share or consider disinvesting.


Target Market
The company's beverages are generally for all consumers. However, there are some brands,
which target specific consumers.
For example, Coca-Cola's diet soft drinks are targeted at consumers who are older in age,
between the years of 25 and 39. PowerAde sports water target those who are fit, healthy and do
sport. Winnie the Pooh sipper cap Juice Drink target children between the ages 5-12.
This type of market approach refers to market segmentation

Market Share:
Being the biggest company in the soft drink industry, Coca Cola enjoys the largest market Share.
This company controls about 59% of the world market.

Market Survey:
Marketing survey includes following responses from respondents:

1. Gender Of The Consumer?






2. AGE GROUP OF THE CONSUMER?



3. OCCUPATION OF THE CONSUMER?
51%
49%
male
female
34%
28%
22%
13%
3%
BELOW 15
16-25
26-35
36-45
46 & ABOVE





4. NUMBER OF PEOPLE PURCHASE COLD DRINKS ?












REASON TO PURCHASE COALA DRINKS?






PEOPLE HAVE SEEN THE ADVERTISEMENT OF COLD DRINKS
13%
9%
26%
49%
3%
PROFESSIONAL
BUSINESSMAN
SERVICE MAN
STUDENTS
ANY OTHER
25%
20%
20%
15%
11%
8%
1%
TASTE
BRAND NAME
PACKAGING
PRICE
BRAND
AMBASSADOR
EASY
AVIALABILITY
ANY OTHER
97%
3%
y
e















ADVERTISEMENT PEOPLE REMEMBER THE MOST?





REASON TO REMEMBER THE ADVERTISEMENT?














23%
23%
11%
6%
4%
10%
23%
COKE
PEPSI
7 UP
SPRITE
FANTA
MAZZA
THUMSUP
98%
2%
ye
s

24%
25%
11%
25%
15%
CREATIVITY
BRAND
AMBASSADOR
IDEA OF
DELIVERING THE
MESSAGE
FREQUENCY OF
ADD
LOGICAL
REASON
QUESTIONNAIRE

1.NAME:
GENDER: MALE FEMALE

OCCUPATION: Professional Businessman Service Student Other

2. AGE: 15-20 21-35 36-45 46-55 55 AND ABOVE

3. DO you drink coca cola? Yes No


4. About Cola drink what do you like the most?(PLEASE RATE
THEM from 1-6)
Brand Name Taste Easy Availability Packaging
Price Brand Ambassador Any Other (Please Specify)


6. Have you seen any advertisement of ANY Cola drinks?
Yes No


7. Advertisement of which Cola drinks do you remembers the most?

Coke Pepsi 7up Sprite Fanta Mazza Thumsup


8. What attracted you in the advertisement?( PLEASE RATE
THEM from 1-3)
Creativity Brand Ambassador Idea Frequency Of Add Logical Reason



9. Have you decided to purchase any connection after watching the
advertisement?
Yes No