Marketing Coca Cola Drink
Marketing for a New Coca Cola Drink
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 information. 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
BostonMatrix
Ansoff 's Matrix
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?
Evaluation -
Briefly summarise your strategy and identify some of
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 information. 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
BostonMatrix
Ansoff 's Matrix
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?
Evaluation -
Briefly summarise your strategy and identify some of
Bibliography: http://www.companieshouse.gov.uk/info/ www.cocacola.co.uk www.cocacolacompany.com Understanding industry Fifth Edition by Michael Barratt and Andy Mottershead. 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