This marketing plan summarizes Coca-Cola's objectives for 2015 which are to increase market share, brand awareness, and connections with consumers globally. It reviews Coca-Cola's financials, product portfolio, competitors, distribution channels, and marketing strategies. The plan's key marketing strategies are to position Coca-Cola as the top beverage company through packaging innovation, affordable pricing to boost market penetration, and a promotional mix including television, magazine, and outdoor advertisements. The objective is to sustain growth in mature markets while expanding into emerging markets.

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Marketing Plan:
Coca-Cola in 2015
Professor Jasso
Spencer Cheung
861093142

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Index
1) EXECUTIVE SUMMARY 3
2) INTRODUCTION 3
3) FINANCIAL OVERVIEW 4
4) MARKET DESCRIPTION 5
5) PRODUCT REVIEW 7
6) COMPETITIVE COMPANY INFO 8
7) CHANNELS AND LOGISTICS REVIEW 10
8) MARKETING ANALYSIS 11
a) Marketing mix 11
b) SWOT Analysis 11
9) MARKETING PLAN 12
a) Objective 12
b) Marketing strategy 12
4. Promotion Mix 14
c) Action plan 17
10) CONTROLS 17
11) REFERENCE 18

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1) Executive Summary
Coca Cola Company is the firstsoft drink leadingcompany in the world. It operates around the world with
more than 100 countries.They own and licenseall categories of nonalcoholicbeverages. This marketing plan
is a recommendation for Coca Cola Company. We position ourselves as a beverage company. We will take
advantage of how Coca-Cola Co. communicate with our customer through the usageof different source
includingsocial media.Our primary objectiveis to increaseour market share in the world, increaseour brand
awareness in new markets, and finally,to connect with more consumers than we ever did.
2) Introduction
a) Background
 Coca-Cola began in 1886
 It originated from a flavored syrup, mix with carbonated water
 Frank M. Robinson named this brand “Coca‑Cola”alongwith its trademark
b) Mission
Coca-Cola Company has the followingmissions.
 To refresh the world- with our products, the process of consumingis not only refreshingto you as
an individual butas alongwith everybody around the world
 To inspiremoments of optimismand happiness- with our brand’s name, reputation, and the things
we are partaking
 To create valueand make a difference- all our products has its own valuein the minds of the
customer, we are tryingto change the world by making a difference in terms of recyclingand
reusingour materials
c) Vision
Our mission of Coca-Cola Company is we aretrying to achieve as a goal,we will try to achieve the goal
with our connection with the customer alongwith our product.

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 People: Be a great placeto work where people are inspired to be the best they can be.
 Portfolio: Bring to the world a portfolio of quality beverage brands that anticipateand satisfy
people's desires and needs.
 Partners: Nurture a winningnetwork of customers and suppliers,together we create mutual,
enduring value.
 Planet: Be a responsiblecitizen that makes a difference by helping build and support
sustainablecommunities.
 Profit: Maximizelong-term return to shareowners whilebeing mindful of our overall
responsibilities.
 Productivity: Be a highly effective, lean and fast-movingorganization.
d) Values
Coca-Cola Company creates the followingvalues as a guideline.
 Leadership
 Collaboration
 Integrity
 Accountability
 Passion
 Diversity
 Quality
3) Financial Overview
2009 2010 2011 2012 2013
Stock Price $ 24.45 $ 29.10 $ 31.85 $ 33.93 $ 39.78
OperatingIncome 8231M 8413M 10173M 10779M 10228M
Net OperatingRevenue 30990M 35119M 46542M 48017M 48954M
All Stock prices arebased on December of each individual year.

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Financial overviewtells us an estimate of how a company is doing.Based on the figures we see above from the
year 2009-2013,we could see a constantgrowth every year based on a couplereasons.One, we areworking
around the clock on new markets to adopt to our product, leads to an increaseof revenue. Second, consumers
understands our mission thatthey will continueto buy our products,in this case,causes a steady flow of
income year after year. The strategy Coca-Cola Company is usingis optimizingadvertisement and sponsorship
for brand awareness.Though our operating income is gradually climbingyear after year, our stock prices
reflects upon how our company is achievinga higher standard each year,not to mention our net operating
revenue is increasingyearly,though we are spendingmore on operating expense, but we aregenerating more
revenue by doingso.
4) Market Description
 Stage of Development Segmentation
 New Market, Emerging Market, Developed Market

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 New Market, uses Coca-Cola brandingfor brand awareness
 Emerging Market- core brand focus,increasingimageagainstcompetition
 Developed Market-alcohol-freebeverages
 Pricedifference from Low, Medium, and High
 Target- New Markets, example likeChina,Russia, and India
 Position- Firstcompany to offer soda likeCoca-Cola unlikeother competitors
 Our brand is a guarantee of satisfaction and other health concerns
 We will havea product that is rightfor each individual customer
Coca-Cola has differentiateits market into three main segments that is more approachabledueto many
factors includingthe different markets as in countries rather than targeting a portion of the country’s
population,which is not ideal and pricier justto segment that portion.A country could generate more
revenue that that specific group,country’s population means revenue for the company.
Coca Cola Company categorized countries into three different segments and they are the following.
New Market, Emerging Market, Developed Market
New Market categorized as a market that we are tryingto approach;this is a new territory for our company.
Our brand is notknown for that particular country and we must invest on brand awareness above all else.We
then target all agegroup, all ethnicity,and all sexes for their population to know our brand.Some new
markets includeIndia.
Emerging Market categorized as a market that we have already approach,and the majority of the population
knows about our brand’s name. Then we startto propaganda how our brand is superior to our competitors in
terms of brand,quality,health,and the benefits of drink Coca-Cola.
Developed Market categorized as a market that the whole population knows about Coca -Cola and its
subsidiaries.Wedo not have to promote as extensive as emerging market because most of the population in
this segmentation arealready loyalistto our brand. We do not have to push as hard as the other two
segmentation.

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Sincethree segmentation has different view of Coca Cola Company, our prices musta djustfairly in terms of
how people will approach our brand.In new markets, we must priceour product lower for them to consume
our product, spread our company by word of mouth, and mostly for the majority of the population,getting to
know our brand. Emerging market is a stage where we have already done some propaganda,we could now
charge a higher pricecompare to new markets becauseone, the money we spend on advertisement, second,
and the population arewillingto pay extra justfor our product. For developed market, there is no doubt we
would chargethe highest because they have already become loyalist,they arewillingto pay the market price
without hesitation for our product.
5) Coca-Cola Co.Product Review
SparkingBeverages Coca-Cola, Coca-ColaZero/Coke Zero,DietCoke/Coca-Cola
light,Fanta,Fresca,Sprite
EnergyDrinks Burn,Nos
Still Beverages Coffee &Teas,Matte LeaoTeas
Juices Minute Maid,Minute Maid Pulpy
OtherStill beverages GlaceauVitaminwater,Fuze,Sportsdrinks,Powerade, Dasani,
ZICOpure premiumCoconutWater
Coca-Cola is introducinga largelineof products from our tradition,most iconic productfrom the sparklingline,
“Coca-Cola”.As time gradually moves,we introduce a largearray of products includingits lower sugar product,
“Diet”, to many other sub drinks includingenergy drinks likeNOS, still beverages likecoffee and tea, juices like
Minute Maid,and other still beverages includingsports drinks,Dasani Water,or Vitamin water.
Whilehealth has becoming a tauntingconcern, we are not targeting our product’s sugar,sodium,and caloriesto
an optimal level for its sugar products
Coca-Cola has alwaysbeen an alcohol freebeverage in terms of all the beverages in the market. Our soft drink
might consista high amount of sugar but we have includea wide range of product linefor the different consumers
includingdietbeverages, tea product, vitamin water, juiceand water itself. This should target a wide variety of
consumers rangingfrom havinga soda for relief to a health maniac with our other products. Though our soda has
a high amount of sugar,people who buy our product has a wide variety to choose from, and most importantly,

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people that arebuying our producthas already became a loyalist. Coc
Cola Company has a market shareof a proximate 42% in the U.S. market
6) Competitive Company Info
Coca-Cola was the firstto introduce non-alcoholic beverages in the worstbut it’s not a monopoly company
compare to some other industry.As our company is gradually doi ngbetter and better, new competitors enter the
market. Then we startto introduce many different lines of products includingwater,juice,energy drink,non-
sparklingproduct.
The rivalry between Coca-Cola Company and PepsiCo has been fierce; this is notmonopoly but rather a duopoly as
we are the two largestbeverage companies competing for number one. Both companies’combined dominates the

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market sharewhilethe rest have little. Advertisement is now the battle between the two companies to see which
stands out more.. Pricingshould also bea factor but it is notthe focus between the two companies.Rather it’s on
the local level,Coca-Cola againsta brand in India.
2014 Annual Sales 1 2014 Net ProfitMargin 1
Company Name Revenues Net Income Total Assets
Coca-Cola Co (The) 45998000000 7098000000 92023000000
Dr Pepper Snapple Group
Inc 6121000000 703000000 8273000000
Nestle S.A. 92869217654 14614025041 134908802003.00
PepsiCo Inc. 66683000000 6513000000 70509000000
Pepsi Co Inc Beverages and Snack
Incorporation
Main Competition comes from their beverages, but
they have an edge againstus due to the factthat
they have other lines of subsidiaries thatincludes
snacks
Dr Pepper SnappleGroup
Inc
Beverages Company Main competition comes from their beverage line
similar to the product lineof Coca-Cola Company,
whilethey have exclusivedrink liketheir famous
Dr. Pepper
Nestle S.A. Beverages, snacks,ice
cream, dog food
Main competition comes from their beverage
products.But not only their product is the
competition, they have so many lines of products
includingfood,snacks,icecream,dog food, coffee
that dominates penetrates all aspects of the
market.

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7) Channels and Logistics Review
 We areusingtwo distribution channelsin order for our products to be in the hands of our consumers.
 Firstchannel is howwe will distributeour productlineto key accounts ourselves,with has a huge demand
for our product
 Super markets: all super markets includeLucky, Walmart,Target

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 Second channel is how we will distributeour productthrough the use of contracted distribution company
where the demand is there, but it’s not as largeas key accounts
 Outlets: Soda machines,and food chains
 Restaurants:All restaurants that wants to sell non-alcoholic beverage
8) Marketing Analysis
a) Marketing mix
 Product-Our brand, Coca-Cola Company and all beverages under the main company Coca-Cola
Company and all its subsidiaries beverages includingPowerAde, Glaceau
 Price- our pricingstandardsisaffordableall over the world, it is easily accessiblein terms of dollar
value,simply,itis cheap to obtain,depending on the market, and prices will adjust.Emerging
market will havea higher pricetag. Whilenew market, we will usepenetration marketing.
 Place- our product could be obtained in more than mile distantno matter where our consumers are
located, our product are conveniently located in super markets, restaurants or even gas stations
 Promotion- we communicate with our consumers by packagingour product duringspecial
promotion likethe world cup, or even Olympics.We also havecan distributemachines with no
transaction inlets,and there’s only a “hug me” sign where consumers would engage the machine for
it to dispensesoda free of charge, then the word of mouth begins, this is not only a connection
between Coca-Cola Company and its consumers but also consumers to consumers
b) SWOT Analysis
i. Strength
 The firstnon-alcoholic beverages in the world
 Our PR and the connection between the company and consumers are top notch
 Any subsidiaries brand under the Coca-Cola Company,guarantees a good quality
 Different timingadvertisement different activities sponsorship,or even seasonal
 Our productis reachablearound the world

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 We have one of the strongest marketing group in the world, with our adverse selectin of
advertisement
ii. Weakness
 Obesity from soda is a problem,most of our product contains sugar
 All of our product is liquid beverages,we don’t have any other subsidiaries that doesn’t
contain beverage
 High water consumption compare to some other competitors where they are sellingsnacks
iii. Opportunities
 Innovation in terms of technology could decrease opportunity cost
 We should includewidearray of heathier beverages, and even think about the snack market
 There are still a coupleemerging markets that we should take advantage.
 Spread the brand into new heights than ever before
iv. Threats
 There are more competitors than the company firstopen
 There lots of substitutions for soda,such as unsweet soda water, Perrier
 Water scarcity isbecominga reality
9) Marketing Plan
a) Objective
i. Increaseour potential market share
ii. Increaseour connection with our consumers
iii. Increasebrand awareness in all markets
b) Marketing strategy
 Coca-Cola Company is the number one non-alcoholicbeverage companies in the world.We
offer our traditional drinksincludingCoke, Sprite alongsidewith its diet version.We had been
usingmany different strategies directingour company to a global market. Coca-Cola Company

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could be consider a Global Corporation becausewe look atthis huge world market as a single
identity, but of course,things have to change to better suitthe different regions
 Coca-Cola as a company alongwith is productin different regions have different product life
cycles.When we look atmarkets in the western atmosphere, we are already in the maturity
stage, we must innovate in advertisement in order to sustain and stay within this stage.
However, for emerging markets, those are only in the growth stage, there arestill a longwait
before it gets to maturity. For the two different stage, two different strategy must implement a
maximum result.
1. Positioning
Coca-Cola Company is positioningus as a non-alcoholic beveragecompany. We consider us as a
beverage company rather than positioningeach of our productdifferently. We are the first
nonalcoholic beveragein this world; this set us as number one in the minds of the consumers
sincethere are no competition in the early years.Unlike other companies that are branching
out, we stay true to our core business.Peoplelook at Coca-Cola Co. products;they know we
have the best beverage in the world. Everything was a first;we would remain firstin the
consumers’minds.
2. Product Strategy
We must change up the packagingto give a new and refreshingview to our products and stay
within the competition in the global market. This could improvethe positioningof our brand
and increasethe happiness of our consumers. We must not forget our motive of a cleaner
future; we would be reusingour materials to be eco-friendly Company to the eyes of our
consumers and the prestigious brand nameof our company.
3. PriceStrategy
From the beginningto now, Coca-Cola Company pricingin terms of its product areaffordability,
consumers are happy about our priceand the experience we deliver. In terms of market share,
we have an astonishing42%,we sellingin mass quantity in a lowprice,causinga lowprofit
margin.We are not implementing skimmingstrategy becausea bottle of beverage cannot

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justified the high cost. Therefore, we are implementing market penetration, by offering a low
priceproduct, but sellingmass for dominance.In a low pricescenario,we open the market for
new consumers trying to experience our brand,and this causes loyalistto spend more sincethe
priceis reasonably cheap.
4. Promotion Mix
a. Advertisement
Advertisement plays a major rolein any brands alongwith their products because it
brings awareness to the people. Coca-Cola Company is oneof them.

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Television  Large audience
 Couldtargetspecifictelevisiontime(betweenshows)
 Most people streamshowsonline,adscouldbe skip
Magazine  Target specificpeople,readinggroup
 People tendtoshipadspage
Outdoor  Large Billboards
 seenbylarge amountof people,aspeopleare driving
by,
 Unavoidable.
 Downside,people ignore it
 Stadiumadvertisement
 Large audience due toevents
 Doesn’tworkif the stadiumhasno events
Radio  Slogancouldbe spreadfor the brand awareness
 Most people intendtochange channelswhenadvertisementis
comingup
Internet  The use of social networkingforabroaderaudience
b. Sales promotion
Sales promotion would change the behavior of the consumers. Overdoingsales
promotion does not increaseour brand’s image. Not enough would results in a loss of
consumers that are not loyalist. By havinga pricecut, this would shifta largeamount
of volumes from our production lineto the sales floor butthere is a problemwith this
tactic,we might not hit our profit margin by doingso. In addition,by doingthis too
often, itmight increaseour sales volumebut our profitis much lower than
expectation.
c. Public relations
Public relationsshould bringa positivity in terms of our brands.It should also bringi n
more consumers closer to Coca-Cola Company.
Over the years, Coca-Cola Company has sponsor many different events from world cup
to Olympics,where people could connect with us.

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d. Direct and digital marketing

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Coca-Cola Company should take full advantageof social media sincewe could
communicate with our consumers directly through their comments. The way we uses
Facebook to conduct our word of mouth and connecting with our consumers leads to
an exceptional amount of fans.This should continueto grow for to stay connected
with all of our consumers.
c) Action plan
1. Market test should be conducted for around 3-4 months, with global statistic to know
which market we should be releasing
2. Press releaseshould lastonly a day justlikeany other
3. Advertisement should begin immediately after press releaseand this should continue
for a year, while alternatingour new product and our existingproductas a reminder
4. Penetration marketing strategy should be used when we launch this productin order to
gain momentum, and for people to better know our new product
5. If sales is better than expectation, we would release a diet version,and different sizes of
that particular beverage
10) Controls
Controls Activities
Advertisement Thisis review basedonthe amountof people watching ourads
throughdifferentmeansof sources
Coca-Cola Company spends around a couplehundred million on advertisement; we must see which sector of
the advertisement in different media brings in the best results and investheavily on that particularsector,
which would be television.If the view of advertisement through the media is not exceptional,then we must
rework our advertisement in order for our company’s message to reach our consumers.

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11) Reference
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Book - Coke Seeks Domination,WhilePepsi Streamlines,13-14.
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