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Topic: Integrated Marketing Plan
Paper Type: Assignment
Word Count: 855 words
Pages: 3 pages
Referencing Style: Harvard Referencing
Educational Level: Graduate
Integrated Marketing Plan
[Writer’s Name]
[Institute’s Name]
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Integrated Marketing Plan
Introduction
Coca Cola is one of the world’s largest manufacturers and distributors of non alcoholic beverage
drinks and syrups. It has ambitious plans in future to strengthen the brand. In the current
environment people are focusing more towards a Healthy lifestyle and they require a product that
can satisfy their Health requirements. The new product offered by the company, coke zero is best
suited to the people demand as they are made from zero calories and zero sugar.
Marketing Problems or Opportunity
Coca Cola is facing various issues in order to promote its brand in the market. The Company is
facing direct competition with Pepsi Co that is continuously growing since last few years. Pepsi
Co is becoming a big threat to Coca Cola. Pepsi Co has focused on the needs of young people to
manufacture healthy drinks for them and the management’s role is also important in the success
of Pepsi Co. The market share of coke zero is 3.3% as compared to 11% of Pepsi Max. Pepsi Co
has around less than 20% of the market share while more than 80% of the sales income from
coca cola comprises of soft drinks (Bettina, 2012). The continuous drinking of Coca Cola might
cause Health concerns and it also effects on the teeth. The addiction of Coca Cola will effect on
the person’s body after some years.
Coca-Cola is initiating to revise the operations in order to exploit new market opportunities.
Company is using market development strategy along with the marketing mix to launch products
in new countries. The Advertisement for Coca Cola must reflect the objective of the product. It
should tell the customers that it will be beneficial for their Health and it should remind the
customers that Coke Zero contains original taste of Coke (Bilaras, 2011).
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Marketing Objectives
The product Coke zero was initially launched in 2007 and it gain the market share of higher than
41% of zero calories carbonated drink. In the end of 2007, Coke increases this market share from
41% to 54%. The combined market share of 0% Calories Coke zero with coke light has reached
to 65%. In 2008, the company launched this product into China and it focused on the price to sell
drinks in china. It is a big country and if the products become successful then it will generate
high returns (Matt, 2011).
The marketing objectives of Coca Cola includes changing the Brand image into Global wide,
aware the target audience regarding the benefits and features of new product and boosting sales
through overtaking of carbonate drinks with Healthy drinks.
Positioning
In order to promote Coke Zero, the company has design a logo for Coke Zero that is same as the
logo of Coca-Cola. The Background colour of the logo was changed from red to black and
“Zero” was mentioned beneath the words of “Coca Cola”. The Company has done
advertisements on magazines, papers and telephones and all these advertisements reflect the
product’s objective. These advertisements helps in achieving the objective to aware customers
that Coke Zero is beneficial for Health and Ladies does not need to worry regarding their
overweight if they take Coke Zero on continuous basis (Matt, 2011).
While successfully positioning the Coke Zero into new market, it needs to fully evaluate the
current market. It also needs to evaluate the competitors, aware of their operations, their market
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environment and market place. The new market opportunity should match the business activities
and current goals (Bettina, 2012). Moreover, it also needs to evaluate that whether it has enough
resources to service the new market.
According to Ries and Trout, the product is positioned in the prospect’s mind. The Coca Cola is
looking to adopt a similar strategy by capturing the minds of customers that they manufacture on
zero calories and sugar such as 7up has capitalized through advertising itself as Uncola drink
rather than a Cola soft drink (Bilaras, 2011).
Communication Objectives
The main objective of the Communication for Coke is to change the opinion, attitude and taste of
the consumers. It wants to communicate all the Health conscious consumers that Coke Zero will
best suites their choice and they does not need to think for any other drink except Coke Zero.
Coke has adopted various channels of marketing communication in order to target the customers.
They have made use of Bill Boards in UK and USA. The advertisements in lifestyle magazines
focus on fitness, sports and Health (Coke Zero, 2012). This will provide Coke with suitable form
of Advertising.
Conclusion
The current emerging trends shows that marketing strategy for Coca Cola new product will
become effective from 2015 as the market for carbonated drinks has reached its Peak and they
will be replaced by Healthier drinks. The Coca Cola has focused on the lifestyle and a Healthy
Lifestyle is anticipated until 2015. The Coke should match them with sports sponsorship to
market the Brand image of fitness and Health.
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References
Literature:
Bettina Carollo, (2012), Report to Coca-Cola Marketing Director, Published by GRIN Verlag
Matt Curd, (2011), Marketing Plan: Coca-Cola in 2015
Internet:
“Coke Zero”, (2012), available from http://www.123helpme.com/coke-zero-view.asp?id=164244
Bilaras, (2011), Coca Cola Marketing Mix, available from
http://bilaras.hubpages.com/hub/Coca-Cola-0
http://www.coca-cola.co.uk/brands/coke-zero.html