Employee Advancement Training

Marketing Plan Presentation

Terry C. Holbrook, Traci Jones, Dan O'Brien, and Tim Thayne
AET/552
Marketing Adult Education
February 13, 2017
Dr. Charity Jennings
Organizational name, product, and service
The Coca-Cola company is a global leader in the beverage
industry. The organization offers hundreds of brands. These
brands include soft drinks, fruit juices, sports drinks, and other
beverages. The success of any organization is directly related to
their employees. Employees who feel supported, are properly
trained, have good communication within the organization, and feel
as though they have good leadership stay with their organizations

Learning Program
Value proposition and unique selling point
Differentiation strategies
Program features

Creative Strategy
Creative strategy is the intentional and strategic approach a company takes in
developing and implementing steps that will ensure and support the business
growth (Lake, 2016).
 Target Market
Program
Demographics
Objectives
Proficient style Psychographics
Model active listening
Build lasting peer Behaviors
relationships
Develop & apply Geographic Considerations
progressive
leadership skills
Increase employee
retainment of
training information
Boost morale among peers
Build individual &
professional
confidence, growth, &
development.
 Summative Analysis
Formative Analysis
Outcome-based
Analysis
Goals-Based Analysis

Program promotion on
company websites,
materials, and publications
$132.50 per class.
Employee paid training per
class is $382.50 per
employer.
Average workshops per
employee is quarterly.
Total marketing budget
annually per employee
 Organization Size and Stakeholders
The Coca Cola Company operates in 200 countries with 900 bottling
plants and distributors utilizing 129,000 associates.
Stakeholders
Employees, managers, supervisors, executives, local communities, stockholders,
trade associations, employee unions and external organizations.
External organizations consist of the International Union of Food workers that
benefits from employee education campaigns along with the Aim Progress
organization which encourages responsible outsourcing and social responsibility
of food and beverage makers.
Competitive Analysis
Education programs will always have competing options for
learners to select. The Coca Cola initiated and sponsored EAT
program offers advantages for employees that cant be matched by
any other training sources.
Advantages and Disadvantages
The EAT program is a company initiated
and sponsored training program and is
directly in line with the organizations
objectives and goals.
 Communication Methods

Multiple communication methods will be utilized to promote and inform

employees about the EAT program. With some training locations tradition
brochures, flyers and posters will be presented in common employee
gathering areas. Email will also be utilized along with social media to ensure
all employees are aware of this opportunity

The informational marketing campaign will be launched prior to the

announcement of the EAT program.

Informational presentations will also be given by human resources

representatives to employees at all levels and locations of the organization.
Stakeholder Needs
Upward growth and mobility
Access to training resources
Leadership training specific to
Coca-Cola
Training targeted to next
desired position in the
company
Trained employees benefit the
company and its future success
Attract new hires looking for
on-the-job training and
advancement
Promotes goodwill
Message
The marketing message must
be clear
Messages should be simple
and easy to understand
Employees will better
understand how the training
applies to them
List the four training
programs
Explain target audience and
purpose of each program
Gather feedback and
improve future training
 Environmental and Contextual Analysis
Social
Employees need to feel valued
Employees need to be able to
make increasing individual
contributions
Economic
Training requires an
investment of time and money
by participants
Training is an investment by
the company
Political
Not all training programs will
be available to all participants
Technical
Effective use of technology
required for training program
Technology training will need
to be incorporated
Access to training materials
on multiple devices
Resources
Curriculum designers and
developers to create content
Facilitators to present
Physical facilities
Management of participants
 References
Aim-Progress, (2017). Retrieved from http://www.aim-progress.com/

Casey, A. (2017). 5 reasons why you need to invest in employee training. Retrieved from

https://elearningindustry.com/5-reasons-need-invest-employee-training

Coca Cola Company, (2017). Retrieved from http://www.coca-colacompany.com/our-company

Combs, W. L., & Davis, B. M. (2010). Demystifying technical training: Partnership, strategy, and execution.

San Francisco, CA: Pfeiffer/Wiley.

International Union of Food Workers, (2016). Retrieved from http://www.iuf.org/w/

Lake, L. (2016, March 31). What is a Creative Strategy and Why is it Important to Your

Marketing?. Retrieved February 3, 2017 from

https://www.thebalance.com/what-is-creataive-strategy-4007702

Shimp, T. A., & Andrews, J. C. (2013). Advertising, promotion, and other aspects of integrated marketing

communications (9thed.). Boston: MA: Cengage.