Coca Cola Value Delivery and Value communication Marketing Plan Paper

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Question Description

I need to finish this draft. My part is Value Delivery and value communication.

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Marketing Plan Draft 2 Draft 2 Instructions Find independent user and third-party reviews. Independent user reviews are from sources other than company origins. Examples include sources such as user forums, Amazon reviews from purchasers, Yelp reviews, etc. Third party reviews come from sources other than company origins, such as Consumer Reports, CNet and independent, non-company sources. To search for third party reviews, use a search engine using strings such as XXX reviews, where XXX is your marketing plan brand name. Next do the same for the brand you selected as its key competitor. Populate the cells in pages 2 - 6 of this document with your findings. Page 2: Brand Analysis - 1. Exchange (the need your brand fulfills) Coca-Cola fulfills the need for refreshment. The brand is known for its cold sweet drinks to quench thirst or to enjoy with a meal. 2. The type of customer behavior (impulse, habitual, limited, extended) Most consumer would fall into the habitual category for Coke products. Most soda drinkers dont put alot of involvement into choosing what soda will drink but instead will just pick Coke because it is a familiar product. 3. Primary reasons users select your brand* Availability is the primary reason users choose Coke. It’s served and sold almost anywhere you can get soda therefore it creates a familiarity and homogeneity since the consumers have had it before, enjoyed it, and know they will have a consistent experience with every use. 4. Primary reasons nonusers reject your brand* Preference is the primary reason users reject Coke. Despite the similarities in taste across brands, many users do preferer the taste of some brands or flavors over that of Coke. For many, these preference are very passionate ones therefore the window of opportunity to convert these users is very small. 5. Primary way customers use your brand* The primary way customers use Coke is dining. Coke, for many, is enjoyed alongside a meal either at home or at a restaurant. Secondary to dining is on the go, many customer will grab a Coke to enjoy in between meals to keep them going. 6. Central marketing situation facing your brand* The Central Marketing situation facing Coke is health. Sodas have received a bad reputation due to their high sugar content and artificial ingredients. This is pushing many health conscious consumer away from the product especially when sugar free alternatives exist. *Must be based on user reviews, third party reviews and consumer, competitors and industry trends Page 3: Consumer Segment Analysis - Your Buyer Segment (key customer) Items Coca - Cola’s Market Segmentation 1. Segment Description a. Age: Ranges from the age of 15 - 35. a. demographic, Gender: Both male and female. Also focus on packages for different family sizes. b. geographic, Income: All levels of income c. lifestyle, b. Urban and suburban areas of the United States of America. d. benefit and c. Modern, busy lifestyle and mobile generation. e. behavioral d. Prizes on packages, such as the ones during the world cup. Regarding benefit of convenience, consumers can find coca cola in most if not all of the grocery store across the country. e. The behavioral of coca cola’s consumers are when they develop a need to purchase. For example when consumer are in a restaurant. Another example is during the summer when is hot, coca cola wants consumers to buy their product for refreshment. 2. Motivation, Need or Useuser behavior analysis, involvement level, emotion, primary reasons for purchase and use The primary reason/motivation for consumers to buy Coca- Cola is to take away their thirsty and to provide a refreshment feeling. Furthermore, Coca - Cola is a very well known brand for its commercials that often shows a refreshing and fun experience one can have by drinking Coca - Cola. Such commercials have a power influence over its consumers’ emotions and it can easy influence the consumer behavior/involvement with the brand. Page 4: Marketing Plan Team Recommendations (A) How key issue in page 2 item # 6 will be addressed Value Creation: In the cell to the right, summarize the ways your team recommends the offering be changed or improved to meet the issue listed on page 2 item # 6. Value Capture: In the cell to the right, summarize the ways your team recommends the pricing strategy and tactics be changed or improved to meet the issue listed on page 2 item # 6. List Your Buyer Segment Name Here and Summarize the Recommended Initiatives that Address the Key Issue listed on Page 2 Item # 6 Insert here: List the product and service changes required to fix the brand’s key issue. See Chapters 11 – 13. Consumers are looking for products that are more natural and with less sugar. Coca-Cola is continuing to create healthier products by keep pushing and offering non-sugar drinks such as diet coke, coke zero etc. Coca Cola can develop drinks that are both hydrating and nutritious. One of the ways Coca-cola can improve on their value creation would be offering a smaller portion of the drinks to help consumers to have control over what they are drinking and also controlling their sugar consumptions. Insert here: List the price changes required to fix the brand’s key issue. See Chapters 14 and 15. Page 5: Marketing Plan Team Recommendations (B) How key issue in page 3 item # 6 will be addressed Value Delivery: List Your Buyer Segment Name Here and Summarize the Recommended Initiatives that Address the Key Issue listed on Page 2 item # 6 Insert here: List the location and IT support changes required to fix the brand’s key issue. In the cell to the right, summarize the ways your team recommends the fulfillment, delivery and omnichannel retailing be changed or improved to meet the issue listed on page 2 item # 6. Value Communication: In the cell to the right, summarize the ways your team recommends the promotion be changed or improved to meet the issue listed on page 2 item # 6. Insert here: List the promotional changes required to fix the brand’s key issue. Page 6: Marketing Plan Team Recommendations © Evaluation and Control (What metrics will show the plan is working?): In the cell to the right, list the measures your team recommends tracking to indicate that the issue listed on page 2 item # 6 is working. Insert here: List the metrics to be tracked that inform marketing how well the plan is working. ...
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Tutor Answer

TeacherAli
School: UC Berkeley

Attached.

Marketing Plan Draft 2

Draft 2 Instructions

Find independent user and third-party reviews. Independent user reviews are from sources other
than company origins. Examples include sources such as user forums, Amazon reviews from
purchasers, Yelp reviews, etc. Third party reviews come from sources other than company
origins, such as Consumer Reports, CNet and independent, non-company sources. To search for
third party reviews, use a search engine using strings such as XXX reviews, where XXX is your
marketing plan brand name. Next do the same for the brand you selected as its key competitor.
Populate the cells in pages 2 - 6 of this document with your findings.

Page 2: Brand Analysis -

1. Exchange (the need

Coca-Cola fulfills the need for refreshment. The brand is known for

your brand fulfills)

its cold sweet drinks to quench thirst or to enjoy with a meal.

2. The type of customer

Most consumer would fall into the habitual category for Coke

behavior (impulse,

products. Most soda drinkers dont put alot of involvement into

habitual, limited,

choosing what soda will drink but instead will just pick Coke because

extended)

it is a familiar product.

3. Primary reasons users

Availability is the primary reason users choose Coke. It’s served and

select your brand*

sold almost anywhere you can get soda therefore it creates a
familiarity and homogeneity since the consumers have had it before,
enjoyed it, and know they will have a consistent experience with
every use.

4. Primary reasons non-

Preferenc...

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Anonymous
Good stuff. Would use again.

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