Marketing for a New Coca Cola Drink
- Length: 5621 words (16.1 double-spaced pages)
- Rating: Excellent
The Coca Cola Company requires ideas on the development of a new fizzy
Coca Cola Drink. It must utilise the flavours and styles of existing
Coca Cola Fizzy Drinks, but capture a currently untapped or
unfulfilled market segment.
You need to consider the current market, find a suitable segment and
develop a marketing strategy for your idea.
Market research -
Identify the most appropriate sources of primary and secondary data
and consider which will provide you with the most effective
Collect secondary data on the market including demographics, trends,
segments and competitors. Refer to the usefulness of marketing
information databases for this process.
Use primary sources of information (such as a survey using a
questionnaire) to help you come to a decision about your product.
Explain why you chose to use a particular method.
Consider the validity of the information you have gathered.
Summarise your findings clearly.
Marketing models -
Product Life Cycle
Using these models, assess The Coca Cola Companies current portfolio
and consider a range of alternatives for the development of product
lines and markets.
SWOT and PESTAnalysis -
Assess The Coca Cola Company through the use of a SWOT analysis and
comment on the results of your findings.
Undertake a PEST analysis in order to gain an understanding of the
external environment in which The Coca Cola Company is operating.
Explain how these relate to the development of your strategy.
Marketing Mix -
Your findings should now enable you to develop a detailed marketing
mix for your chosen product.
What is the product (including packaging)?
What is the pricing strategy and are there alternatives?
Where is the place it will be sold (including distribution)?
What promotional mix will you use?
Briefly summarise your strategy and identify some of the potential
problems that may occur if your idea was put into action.
Present one aspect of your marketing plan to an informed audience.
The Coca Cola Company has employed me to devise a new fizzy Coca Cola
drink that will fulfil an untapped area of the drinks market. I plan
to devise a questionnaire to ask members of the public which flavours
they 'hope' that The Coca Cola Company will introduce in its famous
'Coca Cola' drinks range. I will then analyse the findings and produce
several charts and graphs to show the flavour that the public want to
see available on the market.
The Coca Cola Company is a limited company. It has the opportunity to
become larger than the other forms of private business organisation.
It is allowed to raise capital through the medium of the Stock
Exchange, which quotes their share prices, and this creates a fullness
of financial possibilities. The initials "PLC" (or plc) appear after
the name of the public limited company. Only two people are needed to
form a public limited company and there is no stated maximum of
shareholders. In The Coca Cola Company's case it is owned by many
shareowners, some of whom are members of staff.
The Coca Cola Company's business advantage is:
Â· Shareholders have limited liability, so it means that the
shareowners lose what they put in the business and they receive annual
Â· It is easier to raise finance from banks, because The Coca Cola
Company has many assets, which means banks are insured their money
back or The Coca Cola Company's assets instead of the money.
Â· Since it has many assets, it is possible to operate on large scale,
which means more production and promotion for the product. This leads
to The Coca Cola Company's objective to grow the business and also to
operate in a wide range of markets. This leads The Coca Cola Company
to have a high income, which is a success to The Coca Cola Company's
objective, which is Mainly to maximise profits.
Â· Suppliers feel more confident about trading with legally established
Â· There are tax advantages associated with giving shares to employees
The disadvantages are:
Â· Since The Coca Cola Company is a plc, its affairs are public; e.g.,
accounts and annual returns must be audited. This gives opportunities
to competitors to get information about The Coca Cola Company. For
example if Coca Cola makes a loss, competitors will know about it and
use it to their advantage and potential investors will query on
whether they should invest I the company.
Â· The Coca Cola Company is a large business it has many different
departments for different jobs, all these departments have to work
together. Information passes between departments can be confusing.
Â· The Coca Cola Company has many assets, which contain many capitals,
which are very costly to use.
Â· Since The Coca Cola Company is a large business, formatting and
running, its costs can be expensive.
Â· Since The Coca Cola Company is a plc, Heavy penalties are imposed if
"rules" are broken.
Public limited companies like The Coca Cola Company will have
objectives such as:
Â· Maximise profit.
Â· To be the number one product in a given market.
Â· To maximise sales.
Â· To expand.
Â· To operate in a wide range of markets.
Â· To give satisfaction to customers.
Â· Have a good reputation.
Â· To provide the freedom for workers to express themselves and suggest
ideas to help the business.
Â· Achieve best possible financial return on capital.
Â· Boost or maintain share market values.
These objectives will ensure The Coca Cola Company's success as a
business. From the statistics I have, it shows that The Coca Cola
Company is a very successful business.
Statistics Of The Coca Cola Company:
The above graph shows the statistics of The Coca Cola Company's last
The above graph shows the statistics of The Coca Cola Company's during
the past twelve months.
Every public limited company has organisational functions these are
the main activities of the following areas at the Coca Cola Company,
which allow it to exist and become a successful business.
The factors of production:
LAND- buildings (site where the business is located).
LABOUR- managers, workers (any jobs roles that need to be filled).
CAPITAL- equipment, machinery needed.
ENTERPRISE- the willingness to take risks to earn a profit.
The finance department is in charge of and deals with money. The
Finance department keeps records of all financial documents this
involves reporting and recording expenses spent and profit made, asset
value and cash flow (money that goes in and out of the business).
Since The Coca Cola Company is a limited company the finance
department must, each year, file with Register of Companies a set of
audited accounts. These will include a director's report, auditor's
report, profit and loss account, balance sheet, source and application
of funds and an explanation of these accounts. It is also necessary to
file an annual return giving details of the directors, shareholders
and other information required by law. All this information will be
kept on file at Companies House and is opened to inspection by members
This department is in charge of giving budgets to other departments
(by doing this it makes sure that the business reaches break even and
no less in really bad circumstances). This is also, so that the other
departments keep to their main objective and responsibilities and do
not waste money.
Managers see these targets and compare them with other past targets to
find how successful the business is. The targets help the finance
department to make plans for the future that will help the business to
achieve its objectives. For an example the finance department gives
research and development, a budget of Â£50,000. The research and
development department will use this money within one financial year
and not over-drawing (not taking more money). But under circumstances
if research and development department required more money to develop
a new drinks, the finance department will analyse research and
development's plans for producing a new drinks and if they think it
will be successful finance will give the money needed. Through this
the departments would have achieved their objectives (e.g. making a
profit, good reputation, achieve best possible financial return on
capital). They way that The Coca Cola Company deals with exchanging of
money is by S.A.P, which is an electronic payment system. For example
if Tesco purchases a quantity of Drinks from The Coca Cola Company.
The Coca Cola Company can bill Tesco straight away. This process is
time efficient and is a straightforward process.
The production department produces the products; any activities
associated with production are wealth creation. A simple example of
wealth creation would be the production of a drinks. The difference
between all of the costs of the production and the price of the
finished drinks represents the wealth that has been created. The
contribution of all those involved in its development have added value
to this process and helped to create that wealth.
In production there has to be an input, which is transformed to an
output. The transformation is taken through by processes, these add
value to the output such as materials and Labour so that the finished
product can meet customer needs. The output could either be a service
or a product. The business will need to have a system to ensure that
the production process and the product itself are of constant high
This is diagram shows a flow of production:
Stage 1- Stage 2- Stage 3
Before production takes place, a brief is done, to find out what to
produce. Then it is backed up by primary and secondary research. Then
Marketing department basically takes place, "what product should be
"produced", for what "price", where to locate it "place" and how to
"promote it", This will help The Coca Cola Company to achieve their
objective to give satisfaction to customers through selling them a
certain product for certain price, will also help them operate in a
wide range of markets.
The charted institute of marketing defines marketing as:
"The management process responsible for identifying anticipating and
satisfying customer requirements profitably."
The marketing department is responsible for:
1. Carrying out MARKET RESEARCH.
2. Developing the right MARKET MIX.
Businesses (The Coca Cola Company) carrying out market research to
identify customers needs. This can be done by:
1. Primary research: asking customers ( new research).
2. Secondary research: using existing information.
The marketing department is also responsible for developing the
Marketing Mix. This means that they must get the right:
Â· PRODUCTS - what features does the product have that make it suitable
for the target market? The Coca Cola Company adds its logo to the
package, and adds a certain quality to the drinks, this brings
satisfaction to the customers.
Â· PRICE - should the products be priced higher or lower than those of
competitors? In local areas, most corner shops sell The Coca Cola
Company's drinks at the same price as competitor.
Â· PLACE - where will customers want to buy the products? The Coca Cola
Company sells its products to shops (business) that deal with
beverages e.g. corners shops, super stores (Iceland, Sainsbury, Tesco,
Asda, Safeway), petrol stations etc. these business are usually
visited by customers on a daily basis.
Â· PROMOTION - where should the products be advertised, to suit the
needs of the business's target market? The Coca Cola Company
advertises its products on television, Internet, billposter,
sponsoring a well-known peron and by hanging posters.
This would help The Coca Cola Company to achieve ones of its
objectives, which is "to be the Number one product in a given market".
By achieving this objective it would lead them to achieve the other
objective, such as "maximising profit", etc.
Research and development:
The research and development department is the department that
researches new products and develops the old products. To remain
successful, business must constantly work to create new and better
products and processes.
Research- this involves carrying out investigation to come up with new
idea, e.g. by carrying out brainstorming, examining competitors
products or carrying out research in laboratory.
Development- this involves turning the findings of the research into
useful products or processes.
If The Coca Cola Company had a mishap with a drink, the research and
development department would try to correct the mishap. The research
and development department must work closely with the marketing and
production departments in particular this is because marketing and
production are the beginning and end of producing a product.
As you can see from the table above this is the life cycle of the
product while being produced.
Â· The INPUT would be from the Marketing department.
Â· The PROCESS would be from the production department.
Â· The OUTPUT would be the product or waste.
Therefore because there is a mishap from the output, this has to be
due to a fault in the input (The marketing department) or the process
(the production department) and must be corrected.
The Coca Cola Company is a mixture of Cultures such as:
ROLE CULTURE is doing a job that is very important to the
organisation, it is having power over a group. This job is an internal
job of the organisation it is controlled by having procedures and
rules that member of staff should not break or they will lose their
position in the organisation. Relating this to The Coca Cola Company,
marketing directors, who are in charge of market research for new
product such as a drinks, this information (research) has to be
POWER CULTUREis a business being dominated by an individual. The
management director dominates The Coca Cola Company, (refer to the
TASK CULTURE focus on getting the job done. Groups or teams within
this cultural are not fixed but are made up of individuals brought
together to achieve a specific task. The Coca Cola Company production
department has a task culture. It works as a team to package the
drinks. Packaging the drinks is done as a team. A member of the
production team packages the drinks and then the drinks is passed by
machinery to another member of the production team who packages the
finished drinks in boxes. These boxes are then stacked in many
counters on a machine. These stacks are the wrapped with cellophane,
so boxes don't fall off. Finally these stacks are taken by another
member of the production team using machinery to the storage.
PERSON CULTURE places the emphasis on the individual rather than the
organisation and its objectives. For example if any member of staff
has any suggestions for improvement, their suggestions are taken to
account and if successful they will be used.
The Coca Cola Company's Culture arises from the traditions, beliefs
and values. This is how The Coca Cola Company's adopted the
paternalistic management. The cultural values are very strong and can
impose important constraints on the business activity. For example,
The Coca Cola Company finds, it would be unwise to try to sell
products that are seen to insult religions or people, and it would be
foolish to try to make people adopt working practices that are
disapproved of by the cultural grouping. The reason why The Coca Cola
Company is successful is because it makes best use of its
opportunities, which therefore allows decision making understood.
As I am employed by The Coca Cola Company to find and implememt a
drink that the public want and will buy, I must firstly conduct Market
research to specify what the consumers wants and needs. I tend to do
this by asking a series of questions to the general public, however
due to the lack of time in which this drink has to be launched I have
to significantly reduce the time spent on this, usually this process
takes months to achieve a satisfied result and many 100's of
questionnaires distributed nation-wide across the United Kingdom using
a varied cross-section of the public. This can be very costly and time
consuming for the Company.
In my Questionnaire I asked the following questions -
1. Are familiar with the drink Coca Cola? I asked this to determine
the popularity of our drink.
2. How often do you drink Coca Cola in a week? I asked this to find
out how much Coca Cola this person drinks.
3. Are you happy with the Coca Cola drinks series so far? If not,
please state why. I asked this to see if the company are keeping to
the standards of the general public, if not, our market research team
have the consumers complaints and are requested to deal with them
4. Would you like it if Coca Cola where to bring a new flavour of
drink out on the market? This is the question that matters most in
this research and the answer is crucial.
5. What flavour, out of the following would you like to see on the
market in the near future? This is another crucial question for this
market research and has potential to change the whole course of this
I distributed 30 of these questionnaires outside different retail
outlets located in Chorley, Lancashire.
If I was to have more time on this research I would ask the questions
in a number of different regions, including, the north, south, east,
west, north-west, north-east, south-west, south-east. In order to get
a varied result pattern. I would probably distribute 250-350
questionnaires in each region, using a varied cross-section of people
(varied ages, varied cultures, varied sex, various gender, etcâ€¦).
All of the above queations will be classed as PRIMARY RESEARCH because
it is collected first-hand by a representative of The Coca Cola
Secondly, I conducted some SECONDARY RESEARCH of the selling rate of
the Coca Cola drink in a moderatly busy, high street store in Chorley,
Lancashire. I asked a series of questions to the shopkeeper-
1. Do you get many people buying any of the Coca Cola drinks? I asked
this because it is relevent to my research.
2. Do you think Coca Cola Is still the Number one drink in this area,
judging by your sales? I asked this because I was curious and to find
out the status of Coca Cola in this area.
I have also searched the internet for financial reports for The Coca
Cola Company, this is classed as secondary research as I have aquired
the information from a 'second-hand' perspective.
PRIMARY RESEARCH - my results where as follows;
Are familiar with the drink Coca-Cola?
How often do you drink Coca Cola in a week? (330ml can)
Are you happy with the Coca Cola drinks series so far? If not, please
Price of products
Would you like it if Coca Cola where to bring a new flavour of drink
out on the market?
I am not bothered -
What flavour, out of the following would you like to see on the market
in the near future?
Lemon and Lime
Graphs and Charts Showing some of The PRIMARY DATA which I have
I have realised that-
1. 2 out of the 30 people I asked are not happy with the price of Coca
2. that the majority of people I asked, wanted to see the 'Summer
Berry Coca Cola Flavoured Drink' available in the near future.
3. that 27 out of the 30 people wanted a new Coca Cola drink out on
4. the majority of people asked, drank 6 cans (330ml) of Coca Cola a
5. all the people asked in this questionnaire are familiar with Coca
Although, this is a very small scaled market research, I am confident
that I have enough information to complete this given assignment.
SECONDARY RESEARCH- my results are as follows;
Do you get many people buying any of the Coca Cola drinks? - the
answer I received was - 'Yes, many people buy Coca Cola from our
shelves, in my opinion the new Vanilla Flavoured Coke is selling like
Do you think Coca Cola Is still the number one drink in this area,
judging by your sales? - the answer I received was -'in the fizzy
drinks market, probably yes, but the number one drink, with regard to
sales has got to be, natural spring water'.
With these answers, I have a few personal opinions:
1. If The Coca Cola Company where to bring out a new flavour of drink
at the current time, in my opinion, this is un-wise as the new Vanilla
Flavour Coca Cola is Still cashing In for being new and its full
potential has not yet been extinguished from the market.
2. If the Coca Cola Company where to bring A soft, Non-fizzy Coca Cola
drink on the market, this could rival sales of natural spring Water
and quite possibly 'take-over' the non-fizzy side of the beverage
I have forwarded my opinions to the Marketing and Productions Manager.
I have also searched the internet for some financial details about The
Coca Cola Company. Please see the following sheets.
The Market Mix:
This consists of the FOUR P's, and is the next step in the marketing
segment of this assignment.
Â· PRODUCTS - What features does the product have that make it suitable
for the target market? The new Coca Cola drink should be stylish and
modern in design and must have two versions available- diet/caffeine
free and normal, should be sold as a 330ml can, 500ml bottle and a 2
Â· PRICE - Should the products be priced higher or lower than those of
competitors? The price should be a promotional/introduction price to
start off with, on selected 500ml bottles, a starter price for this
should be Â£0.50 for the first few months or on aelected number of
batches. The regular price should be Â£0.35 for 330ml can, Â£0.75 for a
500ml bottle and Â£1.19 for a 2 litre bottle.
Â· PLACE - Where will customers want to buy the products? The Coca Cola
Company will sell its product to beverage retailers, prefably well
known supermarkets and stores who will buy in bulk.
Â· PROMOTION - Where should the products be advertised, to suit the
needs of the business's target market? The Coca Cola Company will
advertise its new product by, the television, magazine advertisements
aimed at ages 15- 25years, both male and female, internet, posters and
sponsership (presently- football in general on ITV).
Marketing Analysis Techniques:
A P.E.S.T Analysis is an analysis of the external factors which can
These factors are beyond the firms control and can sometimes be seen
as a threat, as some external factors can be disasterous for
businesses, others can be opportunities.
Â· Tax Policy
Theses can define the way the company is run, and the informal and
formal rules that the firm must follow to stay a legitamate business.
Â· Economic Growth
Â· Interest rates
These can affect the capital of the company, the purchasing power of
the potential buyers.
Â· Population Growth Rate
These affect the customers needs and the size of the potential market.
Â· New ideas
Â· Recent technology developments
Â· Rate of technological change
Theses can influence decisions of the company and possibly reduce the
minimum efficient production levels.
I am going to try and implement the P.E.S.T Analysis into The Coca
Â· Health and safety
Â· Tax policy of the PLC companies
Â· Competition from rival beverage companies
Â· Higher taxes
Â· Age range is only 15 - 25 years
Â· Both gender
Â· Lower costs
Â· Quicker and more effcient production
Â· Distribution between countries
Advantages of using a P.E.S.T Analysis:
The advantages of using the P.E.S.T Analysis is that,
Â· The company can analyse how the company is doing in terms of the
political, economical, social and the technological side of their
Â· Used to summerise the external envioment that affects a company.
Â· The company can establish any threats they might encounter in terms
of the above categories.
Â· The company can be prepared for any opportunities that they might
The Product Life Cycle:
Each product has a life span, tis can be implemented into a PRODUCT
Businesses should manage their products efficiently over time to
ensure they deliver products that the customer wants.
The basic PRODUCT LIFE CYCLE has four stages.
In this stage, market growth is very slight.
it is highly unlikely that a company can gain any profit at this
product stage, and this stage must be carefully monitored to ensure
that the product starts to grow, if the product lacks growth then the
company's best option is to withdraw the product from the market and
conduct research into 'what went wrong'.
GROWTH STAGE -
This stage Is the rapid growth of the products sales and the company's
profits, profits arise due to an increase in the output and possibly
better prices. At this point, the business has shares which are
relatively cheap, prospects of a good product (as the product is
rising), which will increase the market share of the company, making
the company more bigger, larger and have more capital.
Significant promotional techniques are required in this stage to
ensure the public knows about this product to furthur enchance growth.
MATURITY STAGE -
This stage is common for most products.
This is where the product is no longer growing, but staying at a
constant rate of growth.
This may also be when the company faces rivals (other companys with
similar product), this stage must be monitored very carefully to find
a market segment which has been relatively unfurfilled or a oportunity
to furthur develop or expand the product. This stage Is the last
chance to get profit.
DECLINE STAGE -
In this stage, the market is shrinking.
The company must decide whether to re-launch this product, with for
example - a new name, features, new packaging or better advertising or
to end the product.
In The Coca Cola Company, the Coca Cola drinks can be made into A
PRODUCT LIFE CYCLE. I am going to attempt the product life cycle for
all available Coca Cola drinks on the market.
Coca Cola Original
[IMAGE]Advantages of using Te Product Life Cycle:
The Advantages of using The Product Life Cycle are,
Â· To determine where your product is going in terms of the market.
Â· To see if the product is successful or not.
Â· To see if the product is making a loss or a profit.
This focuses on the firm's present and potential products and markets
This offers strategic choices to achieve the objectives of the firm,
by considering ways to grow via existing products and in existing
markets and possible new markets, there are four PRODUCT/MARKET
combinations to consider.
MARKET / PRODUCT
NEW PRODUCT DEVELOPMENT
MARKET PENETRATION - The firm markets their existing productsto their
existing customers. The product is not altered and the company does
not seek any new customers.
MARKET DEVELOPMENT - The firm markets their existing products in new
market. This means that the product remains the same, but marketed to
a new audience.
PRODUCT DEVELOPMENT - This is a new product to be marketed to the
firms existing customers. Here the firm develops and innovates new
ideas/product offerings to replace the older products.
DIVERSIFICATION - This is where a firm develops and markets a
completely new product to a new audience. There are two types of
diversification, RELATED and UN-RELATED diversification. RELATED
diversification means, that the firm remains in the same market or
industry that the firm is familiar in, UN-RELATED diversification
means, that the firm has no previous experience in the market or
industry that they are innovating a new product in.
Ansoff's Matrix is one of the most well-known frameworks for deciding
The product I am planning on innovating is under PRODUCT DEVELOPMENT
of Ansoff's Matrix.
This strategy that The Coca Cola Company has undertaken, can leverage
the customers/ company's relationship by innovating a new product,
this strategy is more risky than simply increasing the company's
Advantages of using Ansoff's Matrix:
The advantages of using Ansoff's Matrix are,
Â· Suggests how a business tends to grow (growth strategy)
Â· Shows what the business is trying to achieve.
Â· Shows what product and what audience the business is trying to
This is a method of analysing the current position of the products
within a firms portfolio, in terms of market share and growth within
their market place.
The BOSTON MATRIX points out, the importance of market share and that
firms want products that can support each others development.
MARKET GROWTH RATE
STARS - this is a 'high-flying product' , which sells a lot.
CASH COWS - Popular product, always sells.
DOG - A Product that doesn't sell much or not at all.
PROBLEM CHILD - A new product, which can become a dog or a star.
The Boston matrix can be implemented into the PRODUCT LIFE CYCLE,
There are several problems related to the Boston Matrix, these are-
Â· There is a assumption that higher rates of profit are directly
related to high rates of market share. This may not always be the
Â· Boston Matrix is usually only applied to STRATEGIC BUSINESS UNITS
(SBUs), theses are areas of business rather than products.
Â· There is an assumption that SBUs will cooperate. This is not always
Â· The main problem is that the Boston Matrix complicates a decision.
This is where a firm must be carefull, and only use the Boston Matrix
as a planning tool and always rely on the Companys 'gut Feeling'.
In general Coca Cola is a CASH COW, although Vanilla Coke and Lemon
Coke are PROBLEM CHILDS, these products will eventually become CASH
COWS in the near future. This is because Coca Cola is a very
well-known product,majority of people like this drink, it is very
unlikly that any of its products will become DOGS, although Cherry
Coke is declining slowly.
Advantages of using The Boston Matrix:
The advantages of using The Boston Matrix are,
Â· This is a business portfolio strategy.
Â· Tbis shows 'where your product is' in terms of market share.
Â· Helps exploit the most profitable products and dismisses the
This tool is a very effective way of identifying a company's strengths
and weaknesses, and examining the possibilities of opportunities and
threats that the company will likely face.
This is a SWOT Analysis of The Coca Cola Company that I have prepared-
Â· Well known, world wide company.
Â· Most used Fizzy drinks company.
Â· High Market Share.
Â· High Profit margin.
Â· Good quality beverages.
Â· World-wide factories.
Â· Very Efficient Production rate.
Â· Could improve the distribution channels.
Â· Too high of a price.
Â· More well known products.
Â· More cash cows.
Â· Produce a unfurfilled product.
Â· Change area of expertise to a variety, other than Beverages.
Â· Rival Company's.
Â· Market share decreases.
Key points of a SWOT Analysis-
Â· A SWOT Analysis examines the Company's Strengths, Weaknesses,
Opportunities and Threats.
Â· This will help a company, focus on the Strengths, Improve the
Weaknesses, to take he greatest opportunity when faced with an
Opportunity, and to be prepared and aware of all possible threats.
Â· A SWOT Analysis is a good technique which can help a Company grow
into a much bigger, larger, more competive and more profitable
Advantages of using The SWOT Analysis:
The Advantages of using The SWOT Analysis are,
Â· A SWOT Analysis analyses the businesses overall strategic posistion
and its envioment.
Â· Shows the business their strengths and allows the business to
Â· Shows the business their weaknesses and allows the business to
improve and 'work on them'.
Â· Shows the business its potential threats and allows the business to
prepare for them.
Â· Shows the business their possible opportunities and allows the
business to make full use of them.
Â· The SWOT Analysis can be used in conjunction with the P.E.S.T
Â· The SWOT Analysis is a very popular 'Marketing Strategy' and is used
by many businesses and marketing students because it is quick and easy
Â· The SWOT Analysis is a very good technique, which can help a
business grow into a stronger, larger, more competitive and more
My Marketing Strategy:
As I am attempting to bring a new a Coca Cola Drink into circulation
into the beverage market, I will need a successful market strategy for
my new drink in order to appeal to the public and to either break even
or gain a profit.
I wish to create a Cash Cow (Boston Matrix) in the long-term market
but create a Star (Boston Matrix) in the short-term in order to
receive my profit or break even.
I am going to produce a 'Summer Berry' Coca Cola drink, as the
majority of public wanted in the questionnaire I asked. The Coca Cola
Company will sell this product in 330ml cans, 500ml bottles and
2 litre bottles. The Coca Cola Company will also sell this product to
public houses, hotels and restuarantes in barrreles and canisters.
The products design will be modern in colours and style, wil include
the trademark 'Coca Cola Design'.
I have researched the other Coca Cola Drink designs to make sure my
design is similar,yet different, to other products of The Coca Cola
[IMAGE] - This is the 'Original Coca Cola', 330ml can, it is bright,
clearly states what the product is and has the trade-mark Coca Cola
- This is 'Cherry Coke', 330ml can, it is a jazzy design, bright
background with dark text, the design clearly states what the product
is and shows the Trademark Coca Cola Design.
- This is 'Diet Lemon Coke', 330ml can, this is a very modern design,
it clearly states what the product is, it does have the Trademark Coca
Cola Design on the reverse of the can.
- This is the advertisement label for 'Vanilla Coke', although the
330ml can is similar to this design, it uses strong vibrant colours,
note the magnolia/vanilla colour. The Trademark Coca Cola Design is on
the reverse of the can.
[IMAGE]In all the above design, I have noticed the colour red; this is
vibrant and makes the product stand out from a beverage shelf in a
shop or supermarket. The colour red is un-officially The Coca Cola
Drinks ranges colour, I will implement this in my design.
- Design Number One -
I have made-up this design on Microsoft Paint 2000, this is a basic
idea that I had in mind. A Bright, vivid design, I have implemented
The Coca Cola Company's Trademark name, and what flavour the drink is.
I have added several images of 'berries' imprinted on the can, and
then added abit of excess of colour into the design.
I will now ask a group of people 'What they think of my design?'
I will ask this question in the form of a questionnaire, I asked this
question to 15 people of varied ages, if I was to do this with more
time and resources available to me, and I would conduct a much larger
What they think of my design?
Yes, it is fine
No, it is awfulâ€¦
Suggestion to make it more attractive:
Black is not a good colour for background.
From my research I have discovered that the majority of the public I
asked didn't like my design, and the rest thought that it was suitable
for its purpose.
[IMAGE] I have decided to alter my Design to a much more toned down
- Design Number Two -
I have decided to go for a more basic, yet affective design.
This shows a plain, metallic background colour and a colourful berry
bush drawn, with the new 'Coca Cola' and the flavour 'Summer Berry'.
I have decided to use this design.
The Advertisement Campaign:
If I wanted complete success with my product, I would have to
advertise effectively and correctly, to do this, I would need to
produce television, magazine, posters and billboards advertisements.
I Have Researched the Prices of some variations of advertising:
Maximum cost of a
30 second slot at
(Number of ITV households '000)
weekday peak times
( Â£ )
Carlton/ LWT - London
Central TV - Midlands
Granada TV - North West
Yorkshire TV - Yorkshire
Meridian - South and South East
HTV - Wales and West
Anglia TV - East
Scottish TV - Central Scotland
Tyne Tees TV - North East
West Country TV - South West
Ulster TV - Ulster
Grampian TV - North Scotland
Border TV - Border
Newspaper or Magazine
Cost of full page
( Â£ )
Average sales per month
News of the World
There are several methods of advertising available, these are:
Â· PERSUASIVE - glamorous images and persuasive language used to
encourage consumers to buy the company's product.
Â· INFORMATIVE - used to make consumers aware of the existence and
identity of the product. This may provide technical information.
Â· CORPORATE - where a company promotes its name and image rather than
an individual product. This overall benefits the company's sales.
Â· GENERIC - when a group of manufacturers promotes a whole industry or
type of product.
Â· COMPETITIVE - where companies subtly imply that the rival firms'
products are inferior to their own.
For my Advertising campaign I have decided to:
1. Advertise a full-page spread in -
Â· Cosmopolitan -
Price - Â£13,560
Average sales - 461,080
I have decided to advertise in this magazine because it is mostly read
by 17-23 year old girls/boys; this is our prime target for the
audience of this product.
Â· Just Seventeen -
Price - Â£7,930
Average sales - 130,080
I have decided to advertise in this magazine because it is mostly read
by 15-20 year old girls; this is our prime target for the audience of
Â· News of the World -
Price - Â£38,300
Average sales - 4,365,032
I have decided to advertise in this newspaper because it is read by
2. Produce a Television Advertisement -
Â· Carlton/ LWT - London -
Price - Â£74,000
Average viewings - 4,565,000
I have decided to advertise here because it is widely viewed by great
members of the public giving a wider variety of audience.
This is the poster I am going to have on posters and billboards.
I have drawn this because I thought it looked 'Cool!!'.
I also thought that I have made a good and catchy slogan up.
Evaluation of my advertising strategy:
In terms of publicity I think I achieved the full potential of what I
could have achieved.
I am pretty optimistic that this strategy will be successful.
I am going to start this product on a price promotion/ introductory
price to get people 'hooked' on this product, then raise the price to
the standard price.
I am optimistic also, in terms of my product being a STAR (Boston
Matrix) and later becoming a CASH COW (Boston Matrix).
Understanding industry Fifth Edition by Michael Barratt and Andy
AVCE Business year one portfolio by Andrew Mercer, tuition by Ian
Swift and John O'Conner.
I certify that this is solely my own, produced work and all text
copied from a textbook/ web-site was altered accordingly