2. Industry anaalysis
growth rate as exemplified by the 30% growth
from 2006 to 2012.
23/646 sub-brands of Coca-Cola distributed
globally are supplied to the Chinese markets
3. P.E.S.T ANALYSIS
Political Economical Social Technological
The government
of China was not
satisfied with the
quality and
safety of the
food. They
decided to re-
evaluate various
production
factories. This is
an opportunity
for Coca Cola
because it makes
them revise its
factories,
improving
conditions and
practices.
The economical
deficit worlwide is
affecting Coca
Cola because
the purchasing
power is
decreasing.
Thanks to this,
Coca Cola will
lower prices to
compete by
making Coca
Cola a better
option in price.
This will allow
consumers to buy
products for the
same price.
There is more
people living in
URBAN cities than
in RURAL areas,
since they are
earning more
income Coca
Cola has an
opportunity to sell
more products.
Coca Cola is
studying
Sodastream
International to
innovate their
carbonation
system to make it
more
environmentaly
friendly and
cheaper.
SOURCE :SLIDE SHARE (Analysis of Coca Cola in China)
4. Our customers
1- B 2 C 2 – B 2 B
- Basis of segmentation:- - Basis of segmentation:-
Nielsen Urbanization method Based on the size of the
1- urban (80%-99% density) fast food chains
2- suburban ( 40 %-90%)
3-town & rural ( > 40%)
- We will target urban cities .
we will target top 3.
5. IMC objectives
Our over all objective
Increase sales by 8 % at end 2015
B2C B2B
- Increase brand awareness by
65% through encouraging first
time trail by end of 2015
- Ability to have 2 contracts
with 2 different leaders in the
Fast food chain before the
end of 2015
6. Promotional tools
Event marketing
- giveaways in down town of major cities
Ads through mass media only in beginning of
campaign
billboards & public transportations.
Sponsorship program
- sponsoring major events and concerts
7. coca cola credit card
- replicated model from US.
-a point is added to their total Coca-Cola card
score each time they make a purchase enabling
them to avail in a weekly raffle promotion of
winning an assortment of prizes released by the
company
digital marketing :-
-Renren network (similar to FB)
- Sina Weibo (literally, “Sina microblog”) equilivant
to twitter .
8. timeline
Start date : 1st of jan 2015
End date : 31 of Dec 2015
duty January February March April May June July August September October November December
bill boards
social media
mass media
free samples
public transportation
sponsiring
credit card launching
9. Budget
$19,600,000
Cost components:
1- credit card = $1000000 (from us model)
2-Ads through mass media= AVG of 6867.7552 USD For 15 sec
ad ( 90 *6867.7552)= aprrox.$ 618000
3- free samples = $18000000
cost of 1 drink = around 40 cent
amount to be distributed = (5 * 180*50000)= 45,00,000
