Coursework assignment: Marketing plan

Résumé du document

The Coca-Cola Corporation is the leader throughout the world in the soft-drinks market thanks to its international famous drink, the Coca-Cola. The company developed a range around the most unavoidable product (Diet Coca-Cola, Coca-Cola Zero, Cherry Coca-Cola…). The international firm has a huge range of products. They cover almost all the market around drinks. Indeed, they are present in soft drinks (Coca-Cola, Fanta), orange juice (Minute Maid), tea drinks (Nestea), energy drinks (Burn), sports drinks (PowerAde) and also in waters bottles market in some countries. For each product, Coca-Cola developed a specific range by extending basic products (Minute Maid Orange for example) in new aromas (Minute Maid Tropical). Therefore, the red company possesses a wide portfolio of activity. Besides, the company likes to bring out some products exclusively in one country in order to test the product and extend after the distribution channel about it to others areas in the world.

Extraits

[...] The name of the product will be in harmony with the sparkling concept. That is why this new product will be called: Sparkling”, which means Sparkling”. A simple name with an English signification, easy to remember for the consumer. Concerning the packaging, two formats will be chosen. Glass bottle in 1 Litter and plastic bottle in 0.5 Litters. These two different size permit to target at once people who wants consume the product at home and people who wants consume it outside home (at work, after sports etc.). [...]

[...] This product will be a sparkling mineral water. Indeed, for the moment it's the only products that the business does not commercialises throughout the world. It will be therefore a new product line for the company The company is continually bringing out new products and new flavours. Therefore, the ability of the organisation to innovate and launch new products is impressive. Launching new products takes totally part in the culture of the Coca-Cola Corporation. Even the Chairman and Chief Executive Officer said will continue an expansion of our portfolio that anticipates and satisfies our consumers' preferences and needs around the world.” The Coca-Cola Corporation culture includes also a sustainable growth. [...]

[...] Huge advertising campaign will be used in order to crack the market intensively. Advertising campaign concerning the first launch in supermarkets One week before the product launch, all cities's streets will be prepared for welcoming billboards (hoardlings). The picture will show the product, the slogan refreshing, It's sparkling, Its' the brand and obviously the launch date in supermarkets. The aim is to create a first word of mouth around the product. The advert has to be eye-catching and left the consumer wanting more. [...]

[...] Englewood Cliffs, New Jersey: Prentice-Hall International Robert Leduc How to launch a new product Web Referencess www.thecoca-colacompany.com www.wikipedia.com www.mondadoripub.fr www.marketingscan.fr English version www.insee.fr English version www.aquamania.net English version Appendix The Concept Test Firstly, the concept test will consist on showing an empty bottle of sparkling water to the consumer. Then, an animated PowerPoint will appears and ask the consumers about the following questions: 1. Does your family ever drink bottle waters? Y ( N ( 2. Does your family ever drink sparkling waters? Y ( N ( 3. Do you like sparkling waters? Y ( N ( 4. [...]

[...] At last, the water will come from a French spring and not tap water. With this new product, Coca-Cola can take up one challenge in choosing France. French people are used to drink a lot of water and also are fond of sparkling water. The aim is the following: institute a new behaviour of consumption thanks to this new sparkling water with its unique flavour. Product Positioning The product has to be perceived as a good value for money, this product must be satisfying all the needs. [...]