Schweppes Marketing Plan
Group members:
• Merima Bejtagic-Makic
• Emine Senturk
• Ediba Rizvanbegovic
• Zeynep Kara
• Misala Pramenkovic
• Emir Becirovic
50 different tastes.
In mid-1999 Cadbury Schweppes sold all of
its non-U.S soft drink holdings to Coca-Cola
for $700 million
1783
227 Years
2011
Company description
• Coca-Cola HBC is the leading producer of non-alcoholic
beverages in B&H.
• It holds more than a 65% of total BH market.
• Schweppes holds 9% is for Schweppes, as of 2011, which is
13% of the total market share.
Strategic focus and plan
 The mission of Coca-Cola HBC B-H d.o.o. Sarajevo is
to refresh their consumers,
partner with their customers,
reward their stakeholders and
enrich the lives of their local communities.
 Goal of Schweppes: Penetrate the Entertainment/ Social Leisure
occasion at home.
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 Goals:
 Create the brand preference via making Schweppes appealing for
hosting meaningful entertaining occasions at home.
 It is planning to add a new product line in 2012.
 Increase the market share from14% in 2011 to 20% in 2012.
 Increase the selling price slightly to their distributors in order to
increase their profits.
Strengths
Well experienced management staff
Strong Brand image
Distribution throughout all BiH
high priced/premium drink
Strong cash flow generation and high
quality balance sheet
Economies of scale and quality in
operations.
Delivers new products with new flavors
Opportunities
Unique selling proposition
Less competition due its unique taste and
distinctive name.
Advancements in the technology and in
house technology.
New household trends.
Strong local partnerships with suppliers.
Weaknesses
Low awareness for the Schweppes
purpose.
Threats
Customers price sensitive
Consumers income has decreased
Preference to local brands.
Local regulations and taxes.
Health concerns.
Competitor analysis
Sales of schweppes competitors
Schweppes
Sales of all the Market
Coca-Cola
Sinalco
Sky Cola
Sinalco
Sky Cola
others
13%
15%
42%
19%
10%
10%
65%
26%
orangine
5.Schweppes: for Authentic Host
 Marketing and product objectives
 Position Schweppes as the most authentic and preferred adult
drink for entertainment/social leisure occasions at home- in
order to become a must serve for the hosts who care to make
these occasions more than ordinary.
 Target Market
 Adult group: age 24-50 , sharing and group consumption.
6. Marketing program: Promotional Strategy
Promotional Activities
1. Premium POP materijal
Silver
B3 poster
Promotional Activities
1. Premium POP materijal
srebrotisak
Table tent sa
srebrotiskom
Promotional Activities
1. Premium POP materijal
Push/Pull
Stickers
Promotional Activities
1. Premium POP material
Successful Picture
Product strategy
Segment and product
PLC Life
cycle
Implication
Adults- Tonic Water
Maturity
Further investment to keep product at
this stage to prevent further declining
Adults- Bitter Lemon
Growth
Further investment in commercials, and
product positioning in the stores
Teenage and adults- Tangerine
Growth
Constant commercial activities to catch
momentum of growth
Teenage adn adults- Clear
Lemonade
Decline
To delist
unknown
Introduction2012
Price Strategy
Quality
Low
Price
High
Low
Economy
Penetration
High
Skimming
Premium
Distribution Strategy
7.Financial Sales
Chart Title
2,000,000.00
1,800,000.00
1,600,000.00
Axis Title
1,400,000.00
1,200,000.00
1,000,000.00
800,000.00
600,000.00
400,000.00
200,000.00
0.00
Bitter Lemon
Tonic
Clear Lemone
Tangerine
2007
683,494.60
423,656.00
2008
0.00
572,608.72
358,995.70
2009
1,206,872.60
480,280.20
494,409.55
2010
1,163,910.50
416,424.29
417,827.24
2011
461,354.49
139,453.90
62,789.10
1,786,603.00
8.Implementation Plan
Q&A
Thanks for listening