Marketing plan of Coca Cola Company

Jun 21st, 2015
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Giant soft drink company Coca Cola has come under intense scrutiny by investors due to its inability to effectively carry out its marketing program. Consequently it is seeking the help of Polianitis Marketing Company Pty Ltd to develop a professional marketing plan which will help the business achieve it’s objectives more effectively and efficiently, and inevitably regain there iron fist reign on the soft drink industry.

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MARKETINGIt defines marketing management as the process of planning & executing the conception of pricing, promotion, distribution of goods, services, ideas to create exchanges that satisfy individual and organizational goals.AMA- AMERICAN MARKETING ASSOCIATION.CORE CONCEPTS OF MARKETINGFigure No.: 5Marketing Management is a social and managerial process by which individuals or firms obtain what they need or want through creating, offering, exchanging products of value with each other.1. NEED/ WANT/ DEMAND:Need: It is state of deprivation of some basic satisfaction.Eg. - Food, clothing, safety, shelter.Want: Desire for specific satisfier of need.Eg. - Indians needs food wants paneer tikka/ tandoori chicken.Americans needs food- wants hamburger/ French fries.Demand: Want for a specific product backed up by ability and willingnessto buy. Eg. - Need transportation.Want Car (say, Mercedes)but able to buy only Maruti.Therefore, demand is for Maruti.Marketers cannot create needs. Needs preexists. Marketers can influence wants. This is done in combination with societal influencers.Demand influenced by making product:APPROPRIATEATTRACTIVEAPPROACHABLE/ AFFORDABLEAVAILABLE EASILYTo target consumers (4 Ps) Product/ Promotion/ Price/ Place2. PRODUCTS- GOODS/ SERVICES/ PLACE.Product is anything that can satisfy need/ want.Product component:Physical Good.Service.Idea.Eg. Fast food- burger/ pizza.Physical Good material

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