Marketing Plan of "coca-Cola" Drinks

...

Business partnerships: Coca Cola FEMSA is working with the company under review so as to develop a more advanced joint business models that would continue to explore and participate in the new line of the beverages. They would also be extending the product lines and effectively advertise and market the products. As being the partners, both the of them have shared an incentive for the capturing of the important growth opportunities in the fast growing Latin America but the under developed non-carbonated beverage segment, development and its expansion would still develop the beverage portfolio through the process of innovations strategic acquisitions and by entering into the agreements to jointly acquire the companies.

Strong brand portfolio: the company is very powerful and also enjoys a very wide range of portfolio to its customers and the consumers. The company continuously explores the promising categories of the beverages so as to capture the growth in the different markets. So that the customer could get a closer look at the products and also so that the company could get a close look at the needs and the desires of the customers, the Coca Cola FEMSA has become a one stop shop where all the retailers could come and complete their beverage portfolio. This includes the carbonated soft drinks, the bottled water, juices, orangeades, isotonic, teas, energy drinks, milk, coffee and even beer in some markets such as Brazil.

Collaborative customer relationships: as an organization, Coca Cola has a very strong relationships. The company is working very closely with the largest clients so as to develop a stronger multi-faceted relationships. Among the various initiatives of the company, the extensive portfolio of the products and the packages for their stores. This is abed upon the socioeconomic demographics and the other relevant consumption occasions of the store’s distinctive character tics.

Channel marketing: so as to provide the dynamic and specialised marketing of the products of the company, the strategy of the company is to classify the markets and develop the targeted efforts for each of the consumer segment or the distribution channels. The main channels are the small retailers, on premise consumption such as the restaurants and the bars, supermarkets and the third party distributors.

It is the presence of these channels that entails a very comprehensive and detailed analysis of the purchasing pattern and the preferences of the various groups of the beverage consumers in each of the different types of the locations of the channels of distribution.

Multi-segmentation: the company has been implementing a multi-segmentations strategy in the majority of the markets. This is the strategy that consists of the implementation of the different products, prices, package portfolios by the market group or the cluster. These groups or the clusters as they are called are based upon the consumption occasion, competitive intensity and the socio economic levels rather than on the different types of the distribution channels.

Client value management: the company has been transforming the commercial models that focusses on the value potential of the customer suing the value based segmentation approach.

Go to market strategies: the company continuously evaluate the different models of distribution in order to for it with the local dynamics of the market and also analyse the way they go to the market and recognise the different service needs of the customers.

Flexible sales and the distribution models: the company uses the sales and the various other models of distribution on the basis of the market, geographic conditions and the profile of the customers:

- The pre-sale system that separates the sales and the functions pertaining to the delivery, permitting the trucks to be loaded with the mix of the products that the retailers had previously ordered. This leads to the increase in the sales and in the distribution of the efficiencies.

- The conventional truck route system in which the person in charge of the delivery makes the immediate sales from the inventory that is available on that truck

- A hybrid distribution system where the same truck carries on the product for the immediate sale and the product that was previously ordered through the pre-sale system

- The telemarketing system that could be combined with the visits of the pre sales

- The sales through the third party wholesalers of the product.

Full operational potential: the company continuously strives to optimise the manufacturing and the distribution capacity so as to maximise its operational efficiency. This leads to the adaptation of its organizational processes that addresses the changing competitive, economic and the socio environments. They also rely on the state of the art market intelligence systems that enables the company in the execution and in the refinement of the channel marketing and in the multi segmentations strategies that are consistent with the customers and the purchasing patterns and the preference of the consumers.

Managerial expertise: the company focusses on the quality of the management as the key element of the growth strategy and also remains committed with the fostering of the development of the quality management at all the levels concerned.

Sustainable development: this is an important and very crucial pillar in the strategy of the company. It helps in the development of the programs that ensures the creation of the social and the economic value by fostering the quality of the life of the employees, thereby promoting the culture of health and the well-being and in the supporting of the surrounding communities and minimizing the operations environment impact.

(Coca-colafemsa.com, 2015)

Marketing analysis:

Positioning: the company under review holds a very good position in the world and has been stated to be the number 1 carbonated drink. The company is still at the place of the number 3 in the list of top brands with the value of U.S. $79.2 billion in 2013.

The company has the global brands and 98% of the people know the brands.

The table below shows the brand’s value of top 10 leading brand in the world from

2009 to 2013:

[pic 2]

Marketing mix:

The following are the various P’s of the marketing mix:

Product: