10 Step Marketing Plan

4,594 views

Published on

1 Comment
2 Likes
Statistics
Notes
  • 10 STEP MARKETING PLAN FOR
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
4,594
On SlideShare
0
From Embeds
0
Number of Embeds
18
Actions
Shares
0
Downloads
0
Comments
1
Likes
2
Embeds 0
No embeds

No notes for slide

10 Step Marketing Plan

  1. 1. 10 STEPMarketing Plan for Cristina Krastle Valderas March 2012 kseevalderas.blogspot.com 1
  2. 2. DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.When appropriate, data are “masked” so as not to create unexpected conflicts.The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. kseevalderas.blogspot.com
  3. 3. Steps 1 to 5Coca Cola: “Ituloy ang Happiness…”1. Primary Target Market: Teen ages 13 to 21.2. Who wants happy, positive and energetic lifestyle.3. Can choose between Pepsi, Pop Cola or RC Cola.4. Other brands are much cheaper.5. Market size for soft drinks is 65B.. kseevalderas.blogspot.com
  4. 4. Steps 6 to 10Refresh the world…6. Coca Cola is the most popular and biggest selling soft drink in the world.7. Price is same or 10% above compared to its competitors.8. Uses television, radio, billboards, prints, internet and events.9. Distributed worldwide.10. Uses differentiation approach. kseevalderas.blogspot.com
  5. 5. 1. Primary Target Market:Optimistic and Happy Teenagers Age: 13 to 21 years old Social Class A, B and C Teens who are uplifting, expressive, positive, fun, daring, spontaneous, confident and natural. Can be as much as every meal or more. kseevalderas.blogspot.com
  6. 6. 2. Primary Target Market needsto be share their happiness toothers.Needs from Maslow’s hierarchyWants determine choiceDemands for them to buy the product kseevalderas.blogspot.com
  7. 7. Needs to be share their ideas and happiness. Self-Actualization Spontaneous and making a Needs difference (Self-Development & Realization) Esteem Needs (Recognition, Become confident and Status) positiveI want to share with Social Needs (sense ofothers. belonging, love) Safety Needs (security, protection) Physiological needs (food, water, shelter) Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 7 kseevalderas.blogspot.com
  8. 8. 2. PTM’s needs, wants & demandsNeeds: Every youth needs to have a sense of belongingness in order to become more optimistic, expressive and make a difference to everyone.Wants: Coke is also an energizing refreshment and can bring happiness.Demands: Coke always bring happy moments especially when shared with family and friends. It can also uplift the energy of the consumer. kseevalderas.blogspot.com
  9. 9. 3a. Competitors of Coke Direct: Pepsi, Pop Cola, RC Cola Indirect: Juices (C2, Nestea), Energy Drinks (Cobra, Samurai), Milk Tea, Water Variables: availability, age, health concerns, price kseevalderas.blogspot.com
  10. 10. 3b. Coke is the best selling soft drinks.PRICE / SOCIAL CLASS A CLASS B CLASS C OTHERS CLASS HIGH PRICE LOW PRICE kseevalderas.blogspot.com
  11. 11. 4. Coca cola is very much popular notjust in the Philippines but alsoworldwide.Coke is the only soft drinks that is also an energizing refreshment.It promotes open happiness.Their commercial reflects the Filipino culture like close family ties. kseevalderas.blogspot.com
  12. 12. 5a. Market Size: IndependentResearch Data Source: AC Nielsen as cited by 2TradeAsia, January 2008 kseevalderas.blogspot.com
  13. 13. 5a. Market Size: Competitor’s Data Based on the company’s 2010 Annual Review, they earned a market share of 29%. kseevalderas.blogspot.com
  14. 14. 5a. Market Size: Competitor’s Data kseevalderas.blogspot.com
  15. 15. 5b. Market Size: Company Data kseevalderas.blogspot.com
  16. 16. 5b. Market Size: Company DataBased on Unit Case Volume:Company Worldwide: 25.5 BPhilippines: 12% or equivalent to 3B kseevalderas.blogspot.com
  17. 17. 5c. Market Size: Customer DataTotal Population: 90BMarket for soft drinks: 72.9% or 6.5B6.5B * Ps. 6 (coke sakto) 39B kseevalderas.blogspot.com
  18. 18. 5. Coca Cola’s Market Share is Ps. 127 B. 1. Competitor data= Ps. 127B 2. Company data = 3B (unit case volume) 3. Customer Usage data = Ps. 39B kseevalderas.blogspot.com
  19. 19. 6a. Coca Cola Products andCompetitors kseevalderas.blogspot.com
  20. 20. 6a. Coca Cola Products andCompetitors kseevalderas.blogspot.com
  21. 21. 6a. Coca Cola vs Competition kseevalderas.blogspot.com
  22. 22. 6b. Coca ColaCoca Cola bottles has evolved since its creation in 1886. It became a collector’s item when they released miniature bottles of their old packaging. kseevalderas.blogspot.com
  23. 23. 6b. Coca ColaCoca Cola website was customized on each country it is being distributed.They also use social media like Facebook for people to share their Coca Cola experiences and moments with family or friends. kseevalderas.blogspot.com
  24. 24. 7. PriceCoca Cola is priced the same as Pepsi.Although it is about 10% higher compared to competitors like Pop Cola and RC Cola.They compete with lower priced soft drinks by introducing the Coke Sakto. kseevalderas.blogspot.com
  25. 25. 8a. Which of these modes doesyour product use? kseevalderas.blogspot.com
  26. 26. 8a. Promotions of Coca Cola http://www.youtube.com/watch?v=LVJ3VONNKxI kseevalderas.blogspot.com
  27. 27. 8a. Promotions of Coca Cola http://www.youtube.com/user/cocacola kseevalderas.blogspot.com
  28. 28. 8a. Promotions of Coca Cola Coca -Cola Talent Search kseevalderas.blogspot.com
  29. 29. 8a. Promotions of Coca Cola kseevalderas.blogspot.com
  30. 30. 8b. Pepsi Commercial http://www.youtube.com/watch?v=K4wR3OOemlM QyfTo kseevalderas.blogspot.com
  31. 31. 8b. Pepsi – Facebook Page kseevalderas.blogspot.com
  32. 32. 8b. Pop Cola - Promotion http://www.youtube.com/watch?v=yWQUktQyfTo kseevalderas.blogspot.com
  33. 33. 9. Coke is being distributednationwide by Coca Cola Phil.23 Plants, 42 Sales Offices and 7,800 Employees  Supermarkets, sari-sari stores, convenience outlets  Nationwide  pick up by customers  Available in cash and credit transactions kseevalderas.blogspot.com
  34. 34. 10. Differentiation and Supply andDistribution Leverage are the winningstrategy?Coca Cola used the “open happiness” as their differentiation from their competitor.They promote that we have our own freedom and choice to do what will make us happy.They also reflect Filipino culture which was very important. kseevalderas.blogspot.com
  35. 35. 10. Differentiation and Supply andDistribution Leverage are the winningstrategy?Coca Cola also have a wide distribution scope in the country.They have 23 plants, 43 sales offices and 7,800 employees nationwide. Additional to that are the numerous dealers in different towns. kseevalderas.blogspot.com
  36. 36. SOURCES:http://www.pepsiphilippines.com/irfiles/2010%20Annual%20Report.pdfhttp://www.thecoca-colacompany.com/ourcompany/ar/pdf/TCCC_2010_Annual_Review.pdfhttp://www.scribd.com/doc/6521578/RC-Cola-Marketing-Planhttp://www.datamonitor.com/store/Product/soft_drinks_market_in_the_philippines_to_2014?productid=DBCM8031 kseevalderas.blogspot.com 36
  37. 37. SUMMARYkseevalderas.blogspot.com 37
  38. 38. Steps 1 to 5“Ituloy and Happiness…”1. Primary Target Market: Teen ages 13 to 21.2. Who wants happy, positive and energetic lifestyle.3. Can choose between Pepsi, Pop Cola or RC Cola.4. Other brands are much cheaper.5. Market size for soft drinks is 65B. kseevalderas.blogspot.com
  39. 39. Steps 6 to 10Refresh the world…6. Coca Cola is the most popular and biggest selling soft drink in the world.7. Price is same or 10% above compared to its competitors.8. Uses television, radio, billboards, prints, internet and events.9. Distributed worldwide.10. Uses differentiation approach. kseevalderas.blogspot.com
  40. 40. 10 STEPMarketing Plan for Cristina Krastle Valderas March 2012 kseevalderas.blogspot.com 40

×