Final Week 6 Team Marketing Plan III
New Launch Marketing Plan III
Tawanna Davis, Trisha Eisele, Gail Eluwa, and Eugenia Washington
MKT/571
July 14, 2014
Professor: Melodi Guilbault
New Launch Marketing Plan III
Executive Summary
Coca-Cola continues to be an industry leader in offering and reinventing some of its core drink products in new global markets. The company currently has captured over 50% of the soft drink market and seeks to obtain 55% or better in the next three years. With the introduction of its latest product, millions of new customers can be reached. The New Product Launch Marketing Team is prepared to introduce the “Snatch a Pack” in both the domestic and global markets; with a great push on its Coca-Cola International India’s market. An emphasis is placed on Coca-Cola International India because it is one of the most populous countries in the world and is receptive to international trade. The product is cost-effective, easy to use, and very flexible. Launching the product, “Snatch a Pack” will help the company expand its customer base while increasing revenues by an estimated $2.5 billion. An integrated communication marketing plan will be developed to ensure that market segmentations are identified and communication channels are established. Pricing strategies for the Snatch a Pack will be defined and distribution plans established. An integrated communications marketing plan will be designed, three year objectives defined, and a description of the milestones to be implemented presented for the new product lunch. In addition Coca-Cola New Product Launch Team will create a budget to Market the “Snatch a Pack” and establish an evaluation process to ensure that resources are employed in an efficient and effective manner
Situational Analysis
The Coca-Cola Company is the industry leader in selling soft drinks. Its brand is easily recognized and well established. A well designed integrated communication marketing plan is critical to the success of the launch of Coca-Cola
Tawanna Davis, Trisha Eisele, Gail Eluwa, and Eugenia Washington
MKT/571
July 14, 2014
Professor: Melodi Guilbault
New Launch Marketing Plan III
Executive Summary
Coca-Cola continues to be an industry leader in offering and reinventing some of its core drink products in new global markets. The company currently has captured over 50% of the soft drink market and seeks to obtain 55% or better in the next three years. With the introduction of its latest product, millions of new customers can be reached. The New Product Launch Marketing Team is prepared to introduce the “Snatch a Pack” in both the domestic and global markets; with a great push on its Coca-Cola International India’s market. An emphasis is placed on Coca-Cola International India because it is one of the most populous countries in the world and is receptive to international trade. The product is cost-effective, easy to use, and very flexible. Launching the product, “Snatch a Pack” will help the company expand its customer base while increasing revenues by an estimated $2.5 billion. An integrated communication marketing plan will be developed to ensure that market segmentations are identified and communication channels are established. Pricing strategies for the Snatch a Pack will be defined and distribution plans established. An integrated communications marketing plan will be designed, three year objectives defined, and a description of the milestones to be implemented presented for the new product lunch. In addition Coca-Cola New Product Launch Team will create a budget to Market the “Snatch a Pack” and establish an evaluation process to ensure that resources are employed in an efficient and effective manner
Situational Analysis
The Coca-Cola Company is the industry leader in selling soft drinks. Its brand is easily recognized and well established. A well designed integrated communication marketing plan is critical to the success of the launch of Coca-Cola
References: Coca-Cola: The real story behind the real thing. (2009). Retrieved July 14, 2014, from http://digital.films.com/PortalPlaylists.aspx?aid=7967&xtid=47280 Caffeineinformer (2014). Top 10 Soft Drinks. Retrieved from: http://www.caffeineinformer.com/top-10-soft-drinks Kotler P Formsma, O., Hoogvorst, P., & Linden, M. (2011, June 13). Business plan. Retrieved from http://www.chsieh.com/uploads/4/4/7/9/4479813/theevreden_bp.pdf Hanks, G Hoovers (2014). The Coca-Cola Company Competition. D&B Company. Retrieved from: http://www.hoovers.com/company-information/cs/competition.The_Coca-Cola_Company.3f8a006eaf87d773.html Johnston, K. (2014). How to develop milestones for your business. Retrieved from http://yourbusiness.azcentral.com/develop-milestones-business-8828.html Ramune Soft Drink