1. The Coca Cola Company
Holiday Season 2013 Marketing Plan
Alec Addicott
2. Objective
• Strengthen sales of carbonated beverages by
at least 10%.
• This will create a stable cushion of liquid
assets from which Coca Cola can grow into
other beverage and food industries over the
next decade.
4. Strengths
• Most valuable company in the world at $77,839
billion.
• Largest global market share in Beverages, more
than 40%.
• Loyal Consumer base.
• Excellent advertisement with a $3 billion yearly
budget
• Corporate Social Responsibility (CSR)
5. Weaknesses
• Significant focus on carbonated drinks.
• Undiversified Product Portfolio.
• High debt level due to acquisitions ($8 billion).
• Negative Publicity.
• Brand failures and many brands with
insignificant amounts of revenue.
6. Opportunities
• Bottled water consumption growth.
• Increasing demand for healthy food and
beverages.
• Growing beverage consumptions in emerging
markets.
• Growth through acquisitions.
7. Threats
• Changing consumer tastes.
• Water Scarcity.
• The Strong Dollar.
• Legal requirements to disclose negative information
on product labels.
• Competition from PepsiCo.
• Decreasing gross profit and net profit margins.
• Saturated carbonated drink market.
10. Internal Situation
• $16.97 billion in liquid assets
• Enterprise valued at over $189.2 billion.
• Founded 1886.
• Hundreds of thousands of private investors.
• Hundreds of beverage brands.
11. External Situation
• Products have good marketing potential.
• Decreasing demand in a stagnant market.
• Loyal consumer base from all demographics, most
targeted are males 12 to 29 years of age.
• Maintaining brand image.
• Public Relations through Facebook & Social Media
• ‘Real’ Coke Phenomenon
12. Marketing Strategy
• “Open Happiness” tagline
• Imaging.
• Retain current prices to retailers.
• TV spot and short Youtube ad.
• Should cost less than $2 million.
