Marketing Plan

Executive Summary

The Coca Cola corporation is defined to be the most well known trade mark in the
world, and it is justly so. Coca Cola owns over 400 brands that appeal to many
different people all throughout the world. They are able to satisfy the needs of all
their consumers and make their experiences with Coca Cola better. The Coca Cola
products appeal to a wide range of people from all races, genders, and ages. Coca
Cola is well known for its worldwide popularity as its products are sold to over 200
counties, while major competitors only sell in several countries, putting Coca Cola
ahead of all competition. Coca Cola is a obvious and easily recognized by all. The
popularity of Coca Cola has grown very recognizable company. It is known
worldwide and its branding is constantly earned by Coca Cola surpasses all other
beverage companies and these funds would over the years, is still growing to this
day, and will continue into the future. It is our mission at Coca Cola to refresh and
completely satisfy the world and it is our vision to make a bottle of Coca Cola
available within arms reach of every person all around the globe.
Situation Analysis

Being the biggest company in the soft drink industry, Coca-Cola enjoys the largest
market share.
In 2002, the company grew their carbonated soft-drink business by nearly 250
million unit cases and generated record volumes.
Intense focus on the company, innovation and new beverages, has recieved
volume growth of %22 in 2009.
So the company is growing more and is trying new development strategies and
getting more customer who has a loyalty of this brand.
Market Summary

Coca-Cola company is the leader of the soft-drink market without doubt.

In order to market leadership , they specify the prices and the others just have to
follow it.
The biggest rival is Pepsi Co. n the market so theres a brand wars. In between of
the customers of Coca-Cola and Pepsi also has a loyalty wars.

Target Markets
Coca Cola Company tries to satisfy the needs of a whole line of different people.
Age groups, Ethnic groups, Sexes ,Lifestyles etc.
Market Demographics

The primary Target of the Coca-Cola is all consumers of all nations that have a thirst
for a high-quality beverage from a reputable brand that cares about small
communities and saving the environment. The Coca-Cola Company is well known
advertising to persons of all ages,genders, incomes , ethnicity and lifestyles.
Nevertheless , more specifically over the last decade the Coca-Cola Company has
focused on secondary target market based on specific psycho-graphic
characteristic , of consumers that are health conscions and interested in buying
products to support their overall wellness. The company has reached this market
though many product lines ,and has customized their website to provide healty
resources and marketing of products that are considered smart choices.
Market Growth

Coca-Cola is the largest seller of non alcoholic beverages in the world. The company
stands to benefit from the growing worldwide beverage industry. The worldwide
beverage industry excluding the US is expected to increase in value by $300 billion
between now and 2020. Coca-Cola has 30% market share of the global beverage
industry. If the company maintains its global market share up to 2020, it will add
$90 billion to its market cap based on the expected increase in global beverage
value. Coca-Cola has a current market cap of $184 billion, giving it an expected
compound growth rate of 6.86% (not including dividends and share repurchases) up
to 2020 if it does not gain market share. I believe Coca-Cola will continue to gain
market share and reward shareholders with share repurchases and dividends,
driving up the companys CAGR into the double digits for the next several years.
SWOT Analysis

The following SWOT analysis captures the key strengths and weaknessess within the
company and describes the opportunities and treats facing The Coca-Cola Comapny.

Strengths
. The best global brand in the world in terms of value ($77,839 billion)
.Worlds largest market share in beverage (about %40)
.Strong marketing and advertising (advertising expenses accounted for
more than $3 billion in 2012 and increased firms sales and brand recognition )
.Suitable prices with almost social class
.Most extensive beverage distribition channel ( more than 200 countries and more
than 1,7 billion servings a day )
.Customer Loyalty
.Corporate social responsiblitiy (CSR)
Weaknesses
.Significant focus on carbonated drinks
. Undiversified product portfolio
. Negative publicity
. Brand failures or many brands with insignificant amount of revenues
. Undiversified product portfolio

Opportunities
. Bottled water consumption growth
. Increasing demand for healthy food and beverages
. High technologies
. Growing beverages consumption in emerging markets
.Reduced price of production material

Treats
. Changes in consumer tastes
.Water scarcity
.Increased competition in the carbonated drinks industry
.Local brands in different countries
. Decreasing gross profit and net profit margins
Competition

The Coca-Cola Company is home to 16 billion dollar brands, including four of the
top five soft drinks: Coca-Cola, Diet Coke, Fanta, and Sprite. Other top brands
include Minute Maid, Powerade, and vitaminwater. All told, the company owns or
licenses and markets more than 500 beverage brands, mainly sparkling drinks but
also waters, juice drinks, energy and sports drinks, and ready-to-drink teas and
coffees. With the world's largest beverage distribution system, The Coca-Cola
Company reaches thirsty consumers in more than 200 countries.
Product Offering

The basis of Coca-Cola business model is their product portfolio. The Coca-cola
company are a leader in soda markets because of the strength of our world-class
portfolio of brands. They produce, market and sell to customers the most valuable
brand in the world, in addition to the 136 brands.
Sparkling Beverages : Sparkling beverages, such as the brands Coca-Cola, Fanta,
Sprite, Coca-Cola Zero (Coke Zero) and Coca-Cola Light (or known as diet Coke in
some countries), are part of our traditional range of refreshment products.
Still Beverages : Juice and juice drinks, sport and energy drinks and ready-to-drink
teas and coffees are still beverages that have not been carbonated.The range we
produce covers an increasing variety in many tastes and flavours.
Waters :Water is vital to the health of all humans. We offer a range of water brands,
which provide consumers with additional choice when selecting safe, appealing ways
to obtain refreshment and the hydration necessary to lead a healthy, well-balanced
life
Marketing Strategy

Since its beginnings, Coca-Cola has built its business using a universal strategy
based on three timeless principles:
acceptability - through effective marketing, ensuring Coca-Cola brands are an
integral part of consumers's daily lives, making Coca-Cola the preferred beverage
everywhere
affordability - Coca-Cola guarantees it offers the best price in terms of value for
money
availability - making sure that Coca-Cola brands are available anywhere people
want refreshment, a pervasive penetration of the marketplace.
4 Principles from Coca Cola Responsible Marketing Policy
Choice
Balance
Honesty
No marketing to children (under 12 )
Target Markets

The target market for Coca-Cola is very wide as it satisfies the needs for many
different consumers, ranging from the healthy diet consciousness though Diet Coke to
the avarage human though its the best selling drink regular Coke. Most Coke product
satisfy all age groups as it is proven that most people of different age groups consume
the Coca-Cola product.This market is relativly large and is open to both genders so
allowing greater product diversification.
Cokes commercials basically based on young generations so this aim is the target
market of Coke because they want to represent Coke with the youth and energy but
they also consider about the old people they take then as a co-target market.
Positioning

Coca Cola has strategically positioned itself within the world soft drink market. It
faces a vital question: does it have to keep the same positioning or to adapt
according to the 200 countries where the brand sells its products. The brand has
understood this principle while ago: think global, act local. Coca is thus willing to
keep the same core product which is coke, but it adapts the offer to local needs.
They use strategic positioning in order to have the same image all around the
world, which is a success because it is perceived today as a part of daily life
everywhere. This perception of the brand by the consumer leads to a high degree of
loyalty and makes the purchasing decision more automatic. Coca Cola has been
successful by using Unique Selling preposition as Live the coke side of life, related
to joy and happiness.
Consumers basically associate this brand with these emotions. When the name of
Coke is mentioned, the first thing that comes into mind is fun and entertainment.
Product Positioning
Strategies

The success of The Coca-Cola Company revolves around five main factors:
A unique and recognised brand - Coca-Cola is among the most recognised
trade marks around the globe
Quality - consistently offering consumers products of the highest quality
Marketing - delivering creative and innovative marketing programmes
worldwide
Global availability - Coca-Cola products are bottled and distributed worldwide
Ongoing innovation - continually providing consumers with new product
offerings e.g. Diet Coke (1982), Coca-Cola Vanilla (2002).
Financials

The income statement presents information on the financial results of a company's

business activities over a period of time. The income statement communicates how
much revenue the company generated during a period and what cost it incurred in
connection with generating that revenue.
Coca-Cola Co., Consolidated Income Statement (quarterly data)
USD $ in millions
Sales Revenue
Expense Budget
 Can Fahri Kuyucugil