Marketing Plan for Coca-Cola

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Sugars:16g Sugars:38g Sugars:28g

Caffeine content:19mg Carbonated water & more Carbonated water &

Phosphoric acid more

Carbonated water & more

Product categories[11]

- Carbonated Soft Drinks; Coca-Cola, Fanta, Sprite etc.

- Juice and juice drinks; Minute Maid, Simply Orange, Del Valle, Odwalla.

- Water and water beverages; Ciel, Dasani, Vitamin water, Fruit water, Glaceau Smartwater.

- Sports drinks; Powerade, Powerade Zero, Core Power.

- Teas; Honest Tea, Fuze Tea.

- Coffees and coffee drinks; Gold Peak Coffee, Illy Issimo.

- Low and no calorie; Coke Diet, Coke Zero, Coca-Cola Life.

- Caffeine-free; Coke Zero etc.

Coca-Cola company provides a wide range of products. But including the sports drinks and water beverages the sugar level is high from 28g-46g and most of the products are carbonated. As discussed above, the market share of carbonated drinks has fallen over the last few years and there is a potential market for ‘guilt-free’ refreshment beverages.

MISSION

- To offer brands in different product lines to meet with the changing needs of consumers.

- To innovate and make products which are relatively good for the health of consumers.

- To keep up with the sustainable practices and support the betterment of the stakeholders.

- To enhance the brand image as a guilt-free (low sugar, caffeine-free and non-carbonated) hydrating beverage.

PRODUCT DESCRIPTION

The basic Coca-Cola contains 10.6g of sugar per 100ml and 26.5g in 250ml can. COCA-COLA CRISP will contain 10g of natural sugar and stevia in 250ml can. It will contain citric acid instead of phosphoric acid as a freshness preservative because CRISP will be a light-colored beverage.

Flavors: Lime mix with mint and Mango mix with coconut.

Color: Olivine with lime chunks, and light yellow with mango chunks.

Ingredients: Filtered and carbonated water, Low Fructose fruit syrup, Fruit extracts (for color), Citric acid, Caffeine.

- Additional packaged fruit chunks.

*ingredients sourced from Non- Genetically Engineered crops.

Packaging: Can and plastic bottle available in sizes 8 fl oz & 12 fl oz, the bottle shows the liquid inside. Colorful caps (depending on the flavor) tops the bottle. The wrap consists of the name of the product with the logo of Coca-Cola and nutrition facts. The initial packaging will have certain additions to implement the advertising plan (will be discussed later).

Benefits

In the current scenario, sports drinks, low-calorie teas and bottled enhanced waters are growing in sales due to the changed consumer preference. COCA-COLA CRISP is a step towards the highly profitable ‘guilt-free’ beverage market. It is a combination of goodness of fruits and hydrating nutrients. The consumers will no more feel reluctant to have a ready-to-drink beverage just after working out. The other nutrition facts of the product are (for a 12 fl oz): 2% Sodium, Potassium, Vitamin C, Vitamin B12, Vitamin B6. This product will help people to keep healthy without any unrequired intake of sugars, carbohydrates, fat or caffeine.

Uniqueness

The company has many brands in different lines of products but CRISP will be one of its kind. There has never been a product of Coca-Cola which is refreshing, thirst quenching and also healthy (in terms of sugars and carbohydrates); even the Vitamin Water contains 32g of sugars in a 20 fl oz bottle. CRISP will surely fit in the current market situation and will match the sales of bottled waters and sports drinks.

Product life cycle

A product has a limited life and at every stage there are different threats, challenges and competitors. Product life cycle are broadly divided into four stages: Introduction, Growth, Maturity and Decline.[12]

- Profits during the first stage will be marginal due to the large investment made in the product development and introduction. The consumers will take time to respond to the product and this stage will require a good marketing strategy. The product will focus the United States market of Liquid refreshment beverages as it has been the largest market for soda drinks which is now showing decline. Moreover, the growth of still beverages and bottled waters in the United Sates market makes it a potential market for a drink like CRISP.[13] The initial product distribution will be limited to the large-scale convenience stores, gas stations, fitness centers, University/Business campus cafés and family restaurants until consumers show acceptance.

- Coca-Cola products are mostly at the growing stage because the sales are seasonal and consumer behaviors keep changing. There are strong competitors in the market which affect the growth of the market share. This is the stage where product shows growth in terms of profit or loss. If the product is accepted by the consumers, then it is essential maintain the demand and supply by proper marketing and supply chain strategies.

- Our innovation and creativity will continue to introduce modified CRISP for specific markets and groups of people like., endurance athletes, diabetics etc.

Product Improvement

COCA-COLA CRISP like COCA-COLA LIFE is an example of Coca-Cola’s continuous innovation and product diversification. This product has been developed to emerge as a ‘guilt-free’ refreshing drink considering the trends in the Liquid Refreshment beverage industry.

VALUE PROPOSITION

Quality: Uniqueness and quality among the Coca-Cola drinks.

Price: Relevant high price among the Coca-Cola drinks but lower among the similar product lines. The lower price policy will help to penetrate the market.

Benefits

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