The marketing plan aims to increase Coca-Cola's sales by 3% in 2011 by making the brand highly visible and the favorite among youth. It involves three phases - merchandising to promote visibility in stores, area storming with branded vehicles and decorations in select neighborhoods, and wall paintings in high traffic areas. A consumer engagement activity is also outlined, offering discounts and prizes for playing a wheel of fortune game to increase sales and loyalty. The youth focused initiative intends leveraging football popularity among youth to make Coca-Cola their preferred soft drink brand.

1. Marketing Plan of Coca-Cola
1. Marketing Plan 2011 (Proposal) By: Suleman Zafar FAST Business School
2. Objective for 2011
3. “ to increase sales of coca-cola by 3% ”
4. “ to create High Visibility of coca-cola ”
5. “ make coca-cola favorite brand among youth ”
6. Paint the Town Red with COKE
7. Objective of Activity “ Objective is to create High Visibility of coca-cola ”
8. 3 phases Merchandising… Area Storming… Wall Painting…
9. Phase 1… Merchandising… Soft Merchandising Permanent Merchandising
10. Regular merchandising Directional signs Shelf Separators Shelf Talkers
Posters Racks
11. Permanent merchandising Cash counter Branding Available Here Signs Sun
Shades Gondolas Racks
12. Must Win Channels International Modern Trade Outlets Local Modern Trade
Outlets Traditional Trade Outlets
13. MAXIMIZEVISIBILITY
14. International Local Modern Local Elements Modern Trade Category Gondola
Counter Entrance branding Shopping bag branding Branding V-end
Branding Shelf Separators Directionally Signs Branding One Way
Vision
15. International Local Modern Local Poles Branding Elements Modern Trade
Trolley Branding Bunting Shelf Talkers Wind chimes Floor
Graphics Posters Mobiles
16. Phase 2… Area Storming…
17. Area Storming…All efforts in one particular area at one time
18. Elements of Area Storming… Branded Busses Bus Stop Branding Streamers
Banners Rickshaws Cutouts Green Belt Decorations Tree Branding Road Safety
Message
19. Gulberg Cavalry Ground Bharia Town Muslim Town Garden Town Johar
Town Model Town Faisal Town Samna bad Mozang Shadman Chaburji
Township Mughalpura Dharampura CanttSadar Garri Shau Iqbal Town Liberty
market Eden Canal Green City Paragon City Valencia PCSIR
20. Phase 3… Wall Painting…
21. Wall Painting Opportunities in Lahore
22. if you are coming from Khalid butt chowk towards firdous market (Cavalry
Market)
23. if you are coming from firdous market towards Khalid butt chowk (Cavalry
Market)
24. SKM Hospital towards Allah hoo Chowk (right side near wapda office)

2. 25. Model Town Link Road
26. Allama Iqbal Town Main Boulevard, KIPS Building Toward Moon Mkt.
27. Jail Road,if you are coming from Mozang Towords Shadman Chowk
28. Allama Iqbal Town Main Boulevard, Moon Market
29. Johar Town, Main BoulevardG1 Market Near Tobbaco Shop
30. Defense Main Boulevard Towards Walton Road
31. Consumer Engagement Activity “ Objective is to increase sales & give coca-
cola consumer benefits to make them loyal ”
32. Mechanics of the Activity “ On the purchase of COKE DISCOUNT pack
Consumer get a chance to play WHEEL OF FORTUNE game ”
33. COKE DISCOUNT pack
34. WHEEL of FORTUNE game
35. WHEEL OF FORTUNE game
36. Key Chains
37. Coke Caps
38. Coke T-shirt
39. Surprise Gift
40. Element of the Activity Hoarding Streamers Standees Uniforms
41. Hoarding
42. Streamer& Standees
43. Uniforms
44. Key Focus Areas Hyper Marts Makro Metro Hyper Star etc.. Modern General
Stores HKB Al-Fatah etc..
45. Duration of Activity 3 months activity June 2011 to August 2011
46. Estimated Cost of Activity per Month 1millionTotal Cost will b 3million for 3
months
47. Objective of Activity “ Make Coca-Cola favorite brand of soft drink among
youth ”
48. “ Most preferred thing in Youth after MUSIC is FOOTBALL ”