This document outlines the various phases of marketing, design, manufacturing, and other functions for a new Coca Cola product. It discusses collecting customer data, identifying target segments, developing marketing plans, designing packaging, testing prototypes, setting up production, ensuring quality control, and implementing sales strategies. The phases cover feasibility studies, concept development, production planning, supplier management, and evaluating early outputs.

1. Coca Cola
sakshi
nikhar
sanket
mani
miti
rashmi
niyati
udayan
somil

2. Marketing
Phase 0: Articulating market opportunity and defining market
segments.
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Collect customer data.
Study competitors.
Target segment 10 years and above both male and female.
research the 'demographics' into age, gender, income etc.
research the 'psychographics' into lifestyle, social class,
attitude and beliefs etc
• research the 'geographic' by trying to gauge the estimated
product sales in different parts.

3. Marketing
Phase 1:Collecting customer needs, identifying lead users and
competitive products.
• Collecting info about customer lifestyle, behavior and buying
habits.
• Understanding what other products in the market offer and
try to match the needs of the customers in those sections.
• Identifying the key consumers and the reasons which make
the product superior to them.

4. Marketing
Phase 2: Plan for product options and extend product family,
also set target sales price points.
• Coke chocolates, coke along with cranberry juice,
butterscotch coke.
• Price between the range of Rs.12-19.
• Start Other packaged food products.
• Enter into energy drinks market.

5. Marketing
Phase 3:Developing marketing plan
• Calculate the budget available for the various marketing
events.
• Then divide the budget in the different types of marketing
intended to be done.
• This will be done after analyzing what type of marketing
reaches the highest number of target audience.
• Understanding the market needs.
• Segmenting the product & the consumer in the right
manner.

6. Marketing
Phase 4: Develop promotion and launch material. Field testing.
• Newspaper-Times Of India,Hindustan Times.
• Magazines-Femina, Cricket World, GQ.
• Television-Zee TV, Star Plus, MTV, Sony.
• Radio-Big 92.7 fm, Radio One etc.
• Listing
• Promotions (mail outs, samples, freebies, discount coupons)
• Internal marketing (employee rebates, sales incentives)
• Danglers
• Pamphlets and leaflets in newspapers and magazines.

7. Marketing
Phase 5: Place early production with key customers.
• Product launch parties.
• Introductory promotions at key locations.
• Launch new products in times of festives with maximum
marketing to gain a sizeable market and also to give current
customers something new for the season.
• Keep adding flavors or different variants to its products.
• Try and strick the right balance between old & new
customers.

8. Design
Phase 0: Product platform and architecture consideration.
Assessing new technologies.
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330 ml, 600 ml, 1000 ml, 2000 ml bottles
Curvaceous plastic bottle.
Technology advancement in terms of packing and storing.
e.g. Use of bottles which keep the drink cold for a longer
time after removing out of refrigeration.
• Eco - friendly products use for packaging
• Package in various forms like cans, pouches etc.

9. Design
Phase 1: Feasibility of product concepts. Industrial design
concepts. Build and test prototypes.
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Evaluate the product's merits.
Determine production tooling requirements.
Determine ways to improve Design to improve marketability.
Testing prototypes is a very important step. e.g. testing the
sturdiness of the bottle in which the soft drink will be packed.

10. Design
Phase 2: Alternative product architectures. Major subsystems
and interfaces. Refine industrial design.
• Develop a new formula for new product.
• Design products based on the regional specification
• In case of failures, setting up backup strategies.
• Identifying which of the current industrial designs have
become obsolete and trying to get them renewed for better
product acceptance.

11. Design
Phase 3: Choose materials. Assign tolerances. Complete
industrial design control documentation.
•Material for preparation of the soft drink has to be carefully
selected for the best product.
•Also the materials for the packaging material needs to be as
per industry norms.
•The design has to have proper documentation regarding all
the details.

12. Design
Phase 4: Reliability, Life, Performance testing. Obtain
regulatory approvals. Design changes.
•The reliability of the product has to be tested through various
testing methods of the prototypes.
•The shelf life of the product has to be determined, in various
different temperatures.
•After all the testing is done regulatory approvals have to be
taken from the regulatory boards.
•Any specific changes which needs to be done has to be
redesigned.

13. Design
Phase 5: Evaluate early production output.
•The early production which was released in the market needs
to be diagnosed for a feedback.
•Response of people is very essential to know about the
reactions of the people.
•If there is any negative response it has to be analyzed and
steps should be taken to rectify or minimize it as much as
possible.

14. Manufacturing
Phase 0: Product constraints and supply chain strategy.
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Maintenance of machines.
Life of machine.
Supply-chain.
Limitations in production.
Problems occurred during production must be listed and
rectified to minimize errors.

15. Manufacturing
Phase 1: Manufacturing cost and production feasibility.
•Before manufacturing, the cost of manufacturing has to be
estimated as accurately as possible.
•There always have to be a space of buffer for extra costs.

16. Manufacturing
Phase 2: Perform make buy analysis. Define final assembly
scheme. Set target costs.
•Target the research based on the segmentation of the market.
•Research based on product positioning.

17. Manufacturing
Phase 3: Piece-part production process. Design tooling. Define
quality assurance process. Procurement of long-lead tooling.

18. Manufacturing
Phase 4: Supplier ramp-up. Refine fabrication and assembly
processes. Training work force. Refine quality assurance
process.

19. Manufacturing
Phase 5: Begin operation of entire production system.
•After careful calculation and analysis the final production of the
soft drink is to be started.
•In this phase it is assumed that all the manufacturing
calculations are in place and also there is a positive feedback
in the trial run of the product.
•Any problems faced during this process has to be solved
immediately for the production phase to go smoothly.

20. Other Functions
Phase 0: Demonstrate available tech(research). Provide
planning goals(finance). Allocate project resources(general
management).
•The current technology being used to manufacture the product
will need to be researched upon.
•A good R&D team is needed for the company to bring in new
technology to the process.
•Financial forecasting has to be done in advance to understand
the feasibility of the entire project.
•The financial resources has to be allocated to all the
departments in a justified manner to get maximum returns.

21. Other Functions
Phase 1: Facilitate economic analysis(finance). Investigate
patent issues(legal).
•Analysis of all the economic factors in the company after the
launching of the product.
•Analyzing the competitors pricing strategy.
•Clearing any issues related to legal obligations is of utmost
importance.
•Patenting all the designs was important to retain the
uniqueness of the product.

22. Other Functions
Phase 4: Develop sales plan(sales)
•The sales plan has to be formulated as per the geographic
demand of the product.
•The amount of time taken for transport of product from factory
to the various outlets has to be calculated.
•The sales persons should be trained to be courteous and
friendly to the customers.
•After sales service is an important factor in the sales planning
also.