Marketing plan
Executive Summary
The following marketing plan forms the basis for 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. “ Bubble Buzz” 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. The marketing strategies will enable to reach a market size of an estimated 8,688,300 people (targeted) with a forecasted sales growth prospect of 7.3% over the next 4 years ($243, 029.47 profits), while satisfying the needs of the still- unserved market for ready-to-drink bubble tea. Success will be reflected by a sizeable capture of market shares within this market leader in the functional drinks segment of soft drinks. Export potential will be considered in china.
1. Sales: The sales volume for the functional drinks segment in Canada has reached $342.2 millions in 2004 for a volume of 125.9 million liters. This product segment has shown a steady growth since 1999: an increase of 13.5% over a period of 6 years. The consumption rate per capita in 2004 has reached. 3.94 liters, which represents a 4.0% increase compared to 1999. The growth of this particular market is largely due to a slow shift in consumer trends.
2. Costs:
3. Profits: In 1993, concentrate producers earned 29% pretax profits on their sales, while bottlers earned 9% profits on their sales, for a total industry profitability of 14%. While the functional drinks sector only accounts for 3.7% of the total soft drinks sales in 2004. Estimates are forecasting a growth of 7.3% in sales and 11.0% in volume consumption by 2009.
4. Competitors: Coca-Cola’s top competitors for the soft drinks industry are PepsiCo (31.62) and Cadbury- Schweppes (15.8%), which combined, represent about 48% of the total soft drinks market. In the functional drinks sector, PepsiCo is the current market
The following marketing plan forms the basis for 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. “ Bubble Buzz” 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. The marketing strategies will enable to reach a market size of an estimated 8,688,300 people (targeted) with a forecasted sales growth prospect of 7.3% over the next 4 years ($243, 029.47 profits), while satisfying the needs of the still- unserved market for ready-to-drink bubble tea. Success will be reflected by a sizeable capture of market shares within this market leader in the functional drinks segment of soft drinks. Export potential will be considered in china.
1. Sales: The sales volume for the functional drinks segment in Canada has reached $342.2 millions in 2004 for a volume of 125.9 million liters. This product segment has shown a steady growth since 1999: an increase of 13.5% over a period of 6 years. The consumption rate per capita in 2004 has reached. 3.94 liters, which represents a 4.0% increase compared to 1999. The growth of this particular market is largely due to a slow shift in consumer trends.
2. Costs:
3. Profits: In 1993, concentrate producers earned 29% pretax profits on their sales, while bottlers earned 9% profits on their sales, for a total industry profitability of 14%. While the functional drinks sector only accounts for 3.7% of the total soft drinks sales in 2004. Estimates are forecasting a growth of 7.3% in sales and 11.0% in volume consumption by 2009.
4. Competitors: Coca-Cola’s top competitors for the soft drinks industry are PepsiCo (31.62) and Cadbury- Schweppes (15.8%), which combined, represent about 48% of the total soft drinks market. In the functional drinks sector, PepsiCo is the current market