Producing a New Soft Drink for Coca Cola

Producing a New Soft Drink for Coca Cola

I am the marketing manager for Coca-cola enterprises and the task I

have been set is to produce a new soft drink to release upon the soft

drinks market.

The soft drinks market is in high demand of healthier alternatives to

some of the market leading brands, such as Coke and Dr Pepper, which

are in their maturity stage and have been for the past few decades.

“Marketing is about understanding the customer and ensuring that

products and services match existing and potential customer needs.”

Source: www.bized.ac.uk

I will have to analyse Coca-colas current status in the market and

come to a conclusion as to what product needs to be unleashed on to a

market, which is decreasing in popularity due to the health hazards

that most of the products have been labelled with.

“Marketing is also about looking at ways of influencing the behaviour

of customers.”

Source: www.bized.ac.uk

The consumer is obviously our focus, as is with most businesses, but

we will also have to examine; current trends in the market,

competitors, and also the constraints within the market, which may

affect the production of the product, such as prohibitions and laws.

What is Coca-colas current market status?

Coca-cola is the market leading soft drinks manufacturer. This has

been gained through the sales of some of their top selling soft

drinks.

Coca-colas product range determines their market status as it is the

source of their sales, so I will examine the products that are already

on the market using a method called the product life cycle and then

determine which of the products has the largest proportion of the

market share.

Coca cola has too many brands to evaluate accurately, so I will use

only their top name brands which generate them the most turnover. Here

are a few of them:

1.