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Marketing Management
Course Code: 511
Submitted To:
Dr.Belayet Hossain
Professor
Department of Marketing
University Of Dhaka
Submitted By:
Submission Date:
Group Members……………………….AUDACIOUS
Name Roll
The following marketing plan forms the basis for the introduction of an innovative new
product by the Coca-Cola Company. The analysis allows us to outline the best strategies to
follow for the achievement of the company’s strategic goals. “COKE DIET” will be marketed
as a unique functional drink while striving to reinforce the company’s status as the leader
in innovation and successful product launches. It will focus on the niche market of
beverage tire that are unable to have beverages with sugar mostly the health conscious
consumer will be focused for its marketing planning. Success will be reflected by a sizeable
capture of market shares within this market, while strategically carrying the company up to
the top spot as the market leader in the functional drinks segment of soft drinks.
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Table of contents…………
Table of contents
Table of Contents
Organizational History 1
Mission Statement 5
Situation Analysis
Industry Analysis 10
SWOT Analysis 11
Environmental Analysis
Macro Environment 13
Micro Environmental 13
Conclusion 19
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The Coca-Cola Company started out as an insignificant one man business and over the
last one hundred and ten years it has grown into one of the largest companies in the world.
The first operator of the company was Dr. John Pemberton and the current operator is
Roberto Goizueta.
Coca-Cola was invented by Dr. John Pemberton, an Atlanta pharmacist. He concocted the
formula in a three legged brass kettle in his backyard on May 8, 1886. He mixed a
and a medical elixir. Coca-Cola was named by Frank Robinson, one of Pemberton's close
friends; he also penned the famous Coca-Cola logo in unique script. Dr. John Pemberton sold
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a portion of the Coca-Cola Company to Asa Candler, after Pemberton's death the
Pemberton was forced to sell because he was in a state of poor health and was in debt. He
had paid $76.96 for advertising, but he only made $50.00 in profits. Candler acquired the
whole company for $2,300 (freshkizzz,sep,2004). Coca-Cola was the world’s largest
with more than 400 widely recognized beverage brands in its portfolio. With the bubbles
making the difference, Coca-Cola was registered as a trademark in 1887 and by 1895, was
being sold in every state and territory in the United States. In 1899, it franchised its bottling
operations in the U.S., growing quickly to reach 370 franchisees by 1910. Headquartered in
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Atlanta with divisions and local operations in over 200 countries worldwide. Coke’s first
international bottling plants opened in 1906 in Canada, Cuba, and Panama. By the end of
the 1920’s Coca-Cola was bottled in twenty-seven countries throughout the world and
available in fifty-one more. Coca-Cola continued working for over 80 years on Woodruff’s
goal: to make Coke available wherever and whenever consumers wanted it, “in arm’s reach
of desire.”The Second World War proved to be the stimulus Coca-Cola needed to build
effective capabilities around the world and achieve dominant global market share. From the
beginning, Coke understood the importance of branding and the creation of a distinct
personality.18 Its catchy, well-liked slogans19 (“It’s the real thing” (1942, 1969), “Things go
better with Coke” (1963), “Coke is it” (1982), “Can’t beat the Feeling” (1987), and a 1992
return to “Can’t beat the real thing”) 20 linked that personality to the core values of each
generation and established Coke as the authentic, relevant, and trusted refreshment of
choice across the decades and around the globe. In 2002, the company has launched new
brand product including Diet Lemon Coke, Vanilla Coke and large varieties of fruit taste Fanta
including lime, grape, strawberry and passion fruit in Australia. The company has also
acquired many new international water brands such as Danone Waters, Sparklettes,
Alhambra and Evian brands in US. They also continued collaboration with the Walt Disney
Company to market children's soft drinks. Coca-Cola Company Limited has invested a huge
amount in marketing campaign to support their brands. The aims for these campaigns are to
enhance the consumer awareness and consumer preference for a certain brand. As a result,
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Coca-Cola Co. has maintained a long-term growth in profitable volume and large market
change their formula and pull the old Coke off the market
more than 3500+ beverages worldwide based on 500 brand names. And they’ve 125 years
of glorious operational history. Around the world this company serves 1.7 billion customers
To stay at the forefront as the market leader in innovative product introductions and
To strengthen and satisfy the needs of the more adventurous Generation Y consumers
To become the market leader in the functional drinks segment with increased market
shares.
Our mission statement is to maximize shareowner value over time. In order to achieve
this mission, we must create value for all the constraints we serve, including our
The Coca Cola Company creates value by executing comprehensive business strategy
The ultimate objectives of our business strategy are to increase volume, expand our
share of worldwide nonalcoholic ready to drink beverages sales, maximize our long-
term cash flows, and create economic value added by improving economic profit.
The Coca Cola system has more than 16 million customers around the world that sells or
serves our products directly to consumers. We keenly focus on enhancing value for these
customers and helping them grow their beverage businesses. We strive to understand each
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There are nearly 6 million people in the world who are potential consumers of our
company’s product. Ultimately, our success in achieving our mission depends on our ability
to satisfy more of their beverage consumption demands and our ability to add value for
customers. We achieve this when we place the right products in the right markets at the
right time.
USA. Coca-Cola was first introducing at 1963 in Tejgoan Industrial area under East Pakistan
had a 50 bottle per mint (BPM) plant. Area was the company approximately 1 acre. At 1985
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bottles per mint (BPM) plant. Because of market expunction and increase consumer demand
Coca-Cola Company introduce another 500 bottle per mint (BPM) plant with existing
production line. At percent its total production poIr is 750 BPM (bottle per mint).Now its
total factory area 7.25 acre approximately. Tabani beverage produces 175 ml, 250 ml, 50
ml and 1000 ml glass bottle. They supply Coca-Cola soft drinks to Dhaka and Rajshahi
divisions.
There are another franchisee of Coca-Cola Company is Abul Monem company ltd. In
1982 Abul Monem started their operation after they acquired the plant of K. Rahman &
Company. In 1987 the company made an aggressive move to expand their market. They
installed new H & K bottling line along with and installed capacity of 450 BPM at Comilla.
Furthermore the company established another plant Chittagong. The state of the art bottling
plant with an installed capacity 600 BPM is the most modern plant in the country and is
equipped with the straight-line-technology from KHS German. Abul Monem produces the
PET Bottles, CANS and GLASS Bottles of a newly introduced product. Now-a- Days Abul
They are promotion the product of the Coca-Cola Company around the whole country.
Tabany beverage and Abul Monem company introduces the new way of advertising in this
country for promoting their product. They’ve introduces the shopping cart or van in this
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country which gives the customer the opportunity to have their soft drinks from anywhere in
the country. They also provided refrigerator in different shop in Bangladesh to promote their
product.
Dhaka. From this year they are monitoring the supply system and the promotion by their
Product Information
In Bangladesh Coca-Cola Company is operating with its soft drinks. The product of this
company is:
Sprite
Fanta
COKE DIET
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INDUSTRY ANALYSIS
In Bangladeshi beverage market it is in the top position. It is gaining its renowned world
reputation. From last couple of years for lacking of distribution it had to face so bad position.
Recently they gave the distribution to another giant company in Bangladesh PRAN Group. In
Bangladeshi industry of beverage they face two another competition. One is PEPSI , which is
by Partex Beverage Group. Recently they are facing another competitor MOJO from Akij
Beverage Ltd. This industry is so many complexes with lots of other beverage like juice,
energy drinks, water and lemonade. Recently for assessing a giant distributor they are in the
facility of using their supply chain, so that it is now in the position of just-in-hand as it was in
past. Now in days they are in the situation in market leader again.
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SWOT ANALYSIS
Strengths Weaknesses
Brand strength Reliant upon line extensions
Effective stride in new markets Reliant upon particular carbonated drinks
Results of operations Entrance into difficult non-core categories
Strong existing distribution channels Saturation of carbonated soft drink
segment
Opportunities Threats
New product introductions Strong competition
Brand is attractive to global partners Potential health issues
A profitable niche market Free trade
The number of target people
The brand value is creating a vast opportunity of coca-cola in worldwide. The unique taste of
refreshment and the feeling of coke happiness create a positive emotion in the mind of
target customer. The competition from RC Cola was in the leading position in last couple of
years. They had a high market share due to the weakness of distribution from coca-cola last
years. A marketer challenger MOJO has invented by focusing the market without the coca-
cola distribution. Now the PEPSI is in the position of challenger. Coke must take necessary
steps to capture new market and update its management and distribution time to time. It
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need to capture new market segment which can be achieved by some nicer. Coke Diet can
ENVIRONMENT ANALYSIS
Every business has some limitations or facilities which it gains from its environment. In
Bangladesh the market is highly competitive. Here the organization like coca-cola has unique
features which provide it's a huge facility. But in this country it is not operating directly
rather it is operating with the help of some local distributors. Some times for the lacking of
that distributor coke need to face on huge loss. They were in hiding position due to their
MICRO ENVIRONMENT
The company, suppliers, marketing intermediary, competitors, public, and customers are the
elements of micro environment. In Bangladesh coke has another giant competitor PEPSI.
Without these it has some other competitor RC Cola, MOJO, BUBBLE UP, Jomjom Cola. These
are in the point of direct competition. Some energy drinks and bottle water are also in its
competition situation. The market is highly competitive with distribution and pricing. So a
slight pricing change or an excellence in distribution creates a lot of changes in the market
share. For being too profitable coke need to make its market strategy and strategic planning
efficiently. Marketing intermediaries like PRAN Group is one of the giant is in now duty for
MACRO ENVIRONMENT
environment are the elements of macro environment. In Bangladesh for demographic reason
here so many health conscious consumerare situated. They need some drinks to get refresh
but all are not suitable for them due to using sugar. COKE DIET is the best solution for them.
Economic condition of the people of this country is in the position to buy this product like
they are purchasing COKE CLASSIC. So here a huge market lies to be served and company can
This is a good niche market were we can invest with this product. So that it can create a good
impression to the customer and also creates a huge profit for company too. We need to
identify the people first from the segment which one segment we want to serve. Then we
need to focus on company mission statement. By focusing on the vision and the motive to
capturing the market share we need to come up with the solution made by the promotional
strategies. Personal presentation will be the best promotional activities here to solve the
PRODUCT
The product is coca-cola diet is focused in this marketing planning. The coca-cola company
has more than 400 products in world wide. They are just in the market leader in the global
village. Coke is going to introduce in Bangladesh to create a market share from the deprive
Sprite
Fanta
DIET COKE
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PRICE
The pricing is the most important challenging in terms of marketing a new product.
Competition also creates a huge change in the pricing decision. The leader also need to
make the pricing based on the market demand and competitor's competitive strength. To
make a product more and more profitable each and every company needs to come up with
the solution with pricing effectively. Without an effective pricing they can't be profitable.
can purchase it. Mainly for the beverage the price penetration strategy is taken everywhere.
PLACE
The whole country will be the market. There would be no demographic bindings so that each
and every people needs this can buy and have a good refreshment. It will also make the best
PROMOTION
Coca-cola takes a lot of advertising activities all over the world in every year. They've lots of
billboards. They also use television media for their advertisement. In Bangladesh they mainly
advertise in newspaper and television. For promoting their product they also use on shop
advertisement. They provide the refrigerator to the shop and also make ensure the space in
of the marketing plan, the Coca-Cola Company will regain increased market
shares and claim its targeted situational position of market leader in the functional drinks segment
as well as keeping its long-standing consumer recognition for innovative and successful product