Marketing (2 Parts Required)
The purpose of this assignment is to conduct research related to how Coca-Cola utilizes information related to place and promotion to create marketing plans that will meet business needs including their specified marketing objectives, to assess and make recommendations about the marketing strategies that have been employed based upon the consumer and market research, and to communicate these findings to organizational stakeholders.
Part 1: Continuing in the role of a marketing professional who has been tasked with completing a marketing plan for a client, Conduct additional research related to place and promotion and use it to complete the “Marketing Plan Analysis and Presentation: Part 3 – Research Template.”
Part 2: Add to the PowerPoint presentation you created in the Topic 5 assignment by creating five to eight additional slides that summarize your marketing plan analysis based on the research you have conducted about place and promotion. Slides should address each of the key areas listed below and should include speaker notes that explain how the company could have used what it learned about consumer behavior, product or service, and pricing to help it develop a marketing plan in order to meet the company’s marketing objectives and business needs. When creating the presentation, provide links to specific YouTube and social media site examples that illustrate the current company messaging and promotional techniques. The final presentation should provide a comprehensive look at how the brand promotes their products to customers.
Based upon what you learned from your research and strategy assessment, recommend a strategy the company could employ to increase profits and sales to the target market. Include two or three final slides that summarize and justify your strategy recommendation.
Please Utilize the bellow attached Template and existing PowerPoint to ADD too. Also included is a grading rubric.
Thank you
Marketing Plan Analysis and Presentation: Part 3 – Research Template
Directions: Using the company and research sources from the Topic
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and Topic 5 assignments as a starting point, conduct additional research to acquire information related to place and promotion associated with the company you selected. In the “Strategy Recommendation” section, recommend a strategy that you believe will increase profits and sales to the target market. Cite your specific research findings to justify your strategy assessment and recommendations.
Information to be Researched
Research Findings
Resource Citation Information
Describe distribution channels (direct, manufacturer to consumer, indirect, wholesalers/retailers, multichannels).
Discuss possible channel conflicts.
What forms of advertising and promotion does the company use? What role does personal selling fulfill for the company?
What forms of media does the company use? Describe the media mix.
Illustrate the messages the company currently uses.
Note:
Include links to specific YouTube and social media site examples.
Strategy Recommendation: In 250 words, recommend a strategy that you believe will increase profits and sales to the target market. Cite your specific research findings to justify your strategy assessment and recommendations.
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Coca-Cola®
Marketing Plan Analysis:
Source: https://www.zulily.com/p/coca-cola-holiday-polar-bear-snow-globe-195768-22401789.html
Good Evening Class,
My name is and I will be taking you through my presentation today on the topic Coca-Cola® marketing plan analysis.
I will first take you through the entire presentation and then leave time for any questions at the end.
Thank you for your time as you listen and take notes.
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Company Background
The company – Coca-Cola® is termed as multinational one that produce and then distribute beverages. Coca-Cola® sells water, juice, dairy drinks as well as carbonated drinks.
Mission: to refresh the world with its product and stimulate the facts of optimism and the bliss of beverages
Vision: to become the best producers of the beverages, groom the allies that will be developing the company, making most of the sale as well as becoming the proficient and proactive industry in the beverages good.
The Coca-Cola company has been termed as one of the multinational company that has been in existence for long and has been serving people all around the globe. The mission and the vision are as stated.
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Marketing objectives
Connection with the customers
Increase of the products volume
Satisfaction of the customers
Maximization of the sales that are long terms
Get the biggest market share of all the products
Guarantee the distributor and the retailers the customer value
The Coca-Cola® company publishes its products that it sell to the consumer, it makes use of different marketing objectives to help it achieve its goals. Some of them are as follow: the make sure they produce quality products, have variety of the products, they expand as well as the volume of the products. this is to ensure that the consumer and the distributor are satisfied and hence get the value of the money. The company has the aim to maximize all the long term sales and get the wider market as well as reach the countries all over the world.
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Consumer Behavior
Customer segments
Geographic
Demographic
Psychographic
Behavioral
Target markets.
Healthy diet and its consciousness
multicultural among young individuals
The demographic segment allows coca cola to looks into issue of occupation, age, nationality, education, he social class, family cycle and many more that all influence the buyer’s decision. Psychological segments, the buyers of the company are classified on value, lifestyle and even personality. The buyers who are having the same lifestyle can show discrete psychological personality. The geographical segment helps coca cola to divide them to units like, countries, region as well as metropolis which are all involved in determining the buyers behaviors. The people who are from urban and suburban areas purchase coca cola more than the people in remote and rural areas. Behaviors segment are about the factors like attitude, knowledge as well as using the experience to get the trend in the purchases done. The customers who are satisfied become the loyal customer.
Target market, since the main targeted market is the young people, the demand that is made is the beverages that have high calories to provide the body with more energy. The athletes, the diet cautious people and the old people. These people mainly get the organic drinks as well as the value added diary products that re said to be more healthy.
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Target market Characteristics
Making new products
Excellence and quality
Show good corporate images
Have the products that cover all the buyer and the customers
Coca cola company does not have a well defined segments, it has been working to get t all people by considering all people’s need. It has been working to meet and provide the beverages for the thirsty people who have the ability to buy from the different range of their products. the Coca cola want to make sure they maintain good reputation through provision of the quality as well as the safe items for consumption.
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Brand positioning and product differentiation
Value of the money
Promotions
To quench the thirsty and refresh
Have package that are appealing
Observance of quality and dependability
Have wide range of the product to choose from
The Coca cola want to get a good picture to its customer for its company. That has been achieved through getting them vest drinks this effective images that is used helps to capture the customer’s attention.
The consumers of the products are assured their refreshing time, they will get nourished by the well quality and culture tailored drinks. There are different sizes as well as packages and volume of the products from where the consumer can choose. The Coca cola makes use of the different unique position as well as the campaign preposition that makes the consumer to try their products.
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Consumer buying behaviour model
Purchase
The reduced purchase involvement
The place and the distribution
The need that are habitual
The purchase valuation
The price as well as lifestyle vending
Consumer have the push to purchase particular coca cola product. The company then determines the pre purchase through the analysis and then determines the most suitable payment methods. The company makes use pf the intermediaries to sell the good and distribute them to all the channels all over the world. This makes the product to gain so much popularity ad many are compelled to buy themselves a product from coca cola. The company is also very reliable
Consumer should have an urge to by a particular coca cola product. The company realizes the pre purchase analysis and determine the payment method.
The company looks at the modern consumer age and what they want to buy through the use of cash or the free way methods.
The evaluation of the purchase help the company to determine if the sell of the certain products is good or bad. This can be obtained by the collection of the public opinion.
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Product mix
Bottled water
Sport drinks
Canned soup
Energy drinks
Aerated beverages
Fruits that are based on beverages
Coffee as well as tea products
Source: http://cargocollective.com/Coca-cola/Product-Line
Coca-Cola® has a vast diverse product portfolio, this is determined by what the market need. The range of the product is huge since the company’s goal is to make most sales. The products are all packaged in different ways as well as in discrete and different sizes. The packages that are used are either glass, plastic and even cans.
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Product lines
Dasani
Coca cola – green tea
Fanta
surge
Krest
Coke energy drink
Sprite
Coke
Gold peak coffee
Coke zero sugar
Fanta
Coca cola makes sure it produce different products as their consumer have different taste as well and preferences. The consumer mostly need the products that they can relate with. They offer the products that have different flavor so as to meet the consumer needs and priorities. The company therefore works to offer the right mix of the items that are in the right pack and best prices.
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Diet coke
Ziko
Odwalla
Ciel
Coke light
Mello Yello
Del valle
Honest tea
Powerade
Minute maid
Costa coffee
Coke classic
Service processes
Production
Bottling and Packaging
Logistics
Supply chain and distribution
Merchandising
Source: https://www.fool.com/investing/2019/08/08/trimmed-costs-lift-coca-cola-consolidateds-quarter.aspx
The first process is for the Coca-Cola® company to seek the materials, flavor, beverages, the sugar and the fruits and many more including the preservative. These entails the logistics that are involved including distribution to the retailers.
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Physical evidence of service, service scape, and ambiance.
Web site of the company
Product to come in different colors and tastes
Unique logos that is easy to notice and identify
Have trade secretes in the soda production
Global positioning of their bottles, retailers and franchises
Unique graphics that are red and the trademark
Coca cola bottle is shaped like a cocoa pod and with company logo
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Roles of employees in service delivery
Honoring the philosophy of the company
Become good ambassador of the company
Give unique ideas and talents to the company
Represent the entire company to the public and society
Get inspired and inspire to get better and superior products
Make sure the customer state of healthy, get the right treatments and they are satisfied with the products and services that are offered by coca cola.
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Company pricing objectives
The tags by the company generated the profit. The profit in return gives the company much benefits and offer the satisfaction to the involved customers
The coca cola company also values the value that is created rather than just the volume sold.
The pricing is always done on the basis of the market and geographic segments. All the sub brands in Coca-Cola® have different pricing strategies. They also consider the competitor’s pricing like Pepsi which is the major competitor to Coca-Cola®, this is said to be an oligopoly market (2018), this makes them into the cartel contracts so as to have the balance in the pricing between their sellers.
The consumer of the products also need to see the value of their money and they are suppose to spend respectively.
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Current company pricing strategies
Pricing is based on;
Type of the involved market
Promotional pricing
The market penetration and pricing
The geographic segment
Coca-Cola® use the promotional prices so that they can be able to attract the market and the buyer as well. The marketing team also appears to have been using the penetration prices so that they can enter the market that us new and dominated by the bottlers. The main objectives of the company to branch all over the world. The Coca-Cola® company offer the prices of their product that the competitors can not dare use based on their brand loyalty.
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Pricing tactics used to drive short-term demand.
Joint promotions
Reduced volume and higher revenue
Buying one and then getting on for free
Use of voucher and coupons
Mobile marketing
Source: https://biz.dominos.com/web/business-orders
The reduced volume and the higher revenue- some time Coca-Cola® finds the economy is tough they have to produce small packages so as to get more money and cover their sale deficit.
The consumer are asked to send some text messages and they will stand some chances to win prices as well as soda. The Coca-Cola® company has partnership with dominos where the buyer of the pizza are assured to get free soda. Customer take the voucher and they present to the retailer and also get a free soda. It seems to me that any little edge they can via promotions to assist in increasing sales and product awareness is fair game.
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Research Summary
The company is designed to have a high competitive advantage and this is because it has the ability to control the cost, the collaborative customer rapport that they have, the production portfolio is large as well as the channeled marketing plan.
The coca cola company has excelled commercial through the use of franchises.
There are many distribution models that are dependent on the consumer profile, the involved geographic segment and the different kind of market.
The Coca cola company is leading in then non alcoholic beverages and Pepsi is the closest competitor when the venture in the production of some snacks and making is e investments I the new products. Coca cola need to continue with the innovative services that will improve the results.
This strategy will help Coca cola to retain and have royal customer. Coca cola should not be depending on the marketing alone to get customer to their products but should also be in a position to get the cultural variance and the lifestyle of the different people who makes the purchasing decisions.
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References
Bhasin, H. (2019). Marketing strategy of Coca cola – Coca cola strategy. Retrieved from https://www.marketing91.com/marketing-strategy-of-coca-cola/
Zaharopoulos, D., (2018). Pricing. Marketing: An Enterprise View. Phoenix, AZ: Grand Canyon University. https://www.gcumedia.com/digital-resources/grand-canyon-university/2018/marketing_an-enterprise-view_2e.php
Jerrel, C., (2018). Developing Target Market. GCU Academics-Business. https://www.youtube.com/playlist?list=PLg_v7K-G8mejFVh4ZkG_6-L4F0ktnD-jL
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Rubic_Print_Format
| Course Code | Class Code | Assignment Title | Total Points | ||||||||
| MKT-315 | MKT-315-O501 | Benchmark – Marketing Plan Analysis and Presentation: Part 3 – Place and Advertising Promotion | 135.0 | ||||||||
| Criteria | Percentage | Unsatisfactory (0.00%) | Less than Satisfactory (65.00%) | Satisfactory (75.00%) | Good (85.00%) | Excellent (100.00%) | Comments | Points Earned | |||
| 100.0% | |||||||||||
| Research Findings | 20.0% | Research findings are not included. | Research findings are incomplete or incorrect. | Research findings are partially complete and correct. | Research findings are mostly complete and correct. | Research findings are complete and correct. | |||||
| Strategy Recommendations and Speaker Notes (C. 6.2: Develop marketing strategies based on consumer and market research.) | 3 | 5.0% | Strategy recommendation and speaker notes discussing the strategy to increase profits and sales to the target market and associated research justification for recommendation are not included. | Strategy recommendation and speaker notes discussing the strategy to increase profits and sales to the target market and associated research justification for recommendation are incomplete or incorrect | Strategy recommendation and speaker notes discussing the strategy to increase profits and sales to the target market and associated research justification for recommendation are included but lack explanation and relevant supporting evidence. | Strategy recommendation and speaker notes discussing the strategy to increase profits and sales to the target market and associated research justification for recommendation are complete and include explanation and relevant supporting evidence. | Strategy recommendation and speaker notes discussing the strategy to increase profits and sales to the target market and associated research justification for recommendation are extremely thorough and include substantial explanation and relevant supporting details. | ||||
| Loom Presentation | Loom presentation is not included. | Loom presentation is incomplete or less than 6 minutes in length, or presenter is unprofessional in appearance, eye contact, articulation, or evidence of practice. | Loom presentation is included and meets 10-minute time limit, but professional appearance, eye contact, articulation could be improved. There is evidence of some practice, but speaker still relies heavily on speaker notes and slides when presenting. | Loom presentation is complete and delivered within the 10-minue time limit. Speaker demonstrates professional appearance, eye contact, and clear articulation, and relies little on speaker notes and slides when presenting. | Loom presentation is expertly delivered and demonstrates professionalism in appearance, eye contract, articulation, and evidence of practice. Speaker concisely and precisely delivers the presentation within the 10-minute time limit. | ||||||
| Presentation of Content | The content lacks a clear point of view and logical sequence of information. Includes little persuasive information. Sequencing of ideas is unclear. | The content is vague in conveying a point of view and does not create a strong sense of purpose. Includes some persuasive information. | The presentation slides are generally competent, but ideas may show some inconsistency in organization and/or in their relationships to each other. | The content is written with a logical progression of ideas and supporting information exhibiting a unity, coherence, and cohesiveness. Includes persuasive information from reliable sources. | The content is written clearly and concisely. Ideas universally progress and relate to each other. The project includes motivating questions and advanced organizers. The project gives the audience a clear sense of the main idea. | ||||||
| Layout | The layout is cluttered, confusing, and does not use spacing, headings, and subheadings to enhance the readability. The text is extremely difficult to read with long blocks of text, small point size for fonts, and inappropriate contrasting colors. Poor use of headings, subheadings, indentations, or bold formatting is evident. | The layout shows some structure, but appears cluttered and busy or distracting with large gaps of white space or a distracting background. Overall readability is difficult due to lengthy paragraphs, too many different fonts, dark or busy background, overuse of bold, or lack of appropriate indentations of text. | The layout uses horizontal and vertical white space appropriately. Sometimes the fonts are easy to read, but in a few places the use of fonts, italics, bold, long paragraphs, color, or busy background detracts and does not enhance readability. | The layout background and text complement each other and enable the content to be easily read. The fonts are easy to read and point size varies appropriately for headings and text. | The layout is visually pleasing and contributes to the overall message with appropriate use of headings, subheadings, and white space. Text is appropriate in length for the target audience and to the point. The background and colors enhance the readability of the text. | ||||||
| Language Use and Audience Awareness (includes sentence construction, word choice, etc.) | Inappropriate word choice and lack of variety in language use are evident. Writer appears to be unaware of audience. Use of primer prose indicates writer either does not apply figures of speech or uses them inappropriately. | Some distracting inconsistencies in language choice (register) or word choice are present. The writer exhibits some lack of control in using figures of speech appropriately. | Language is appropriate to the targeted audience for the most part. | The writer is clearly aware of audience, uses a variety of appropriate vocabulary for the targeted audience, and uses figures of speech to communicate clearly. | The writer uses a variety of sentence constructions, figures of speech, and word choice in distinctive and creative ways that are appropriate to purpose, discipline, and scope. | ||||||
| Mechanics of Writing (includes spelling, punctuation, grammar, language use) | Slide errors are pervasive enough that they impede communication of meaning. | Frequent and repetitive mechanical errors distract the reader. | Some mechanical errors or typos are present, but they are not overly distracting to the reader. | Slides are largely free of mechanical errors, although a few may be present. | Writer is clearly in control of standard, written, academic English. | ||||||
| Documentation of Sources (citations, footnotes, references, bibliography, etc., as appropriate to assignment and style) | Sources are not documented. | Documentation of sources is inconsistent or incorrect, as appropriate to assignment and style, with numerous formatting errors. | Sources are documented, as appropriate to assignment and style, although some formatting errors may be present. | Sources are documented, as appropriate to assignment and style, and format is mostly correct. | Sources are completely and correctly documented, as appropriate to assignment and style, and format is free of error. | ||||||
| Total Weightage | 100% |