Marketing

Marketing Plan: Final IV

This, the fourth and final phase of the marketing plan, the marketing team will identify the appropriate place and promotional strategy that should be used in developing the strategic marketing plan. The marketing team will then develop an initial sales promotion schedule and create an advertising plan. This will be followed by the identification of public relations opportunities for Organic Coca-Cola. We will then analyze the effect of channel management decisions on the marketing of Organic Coca-Cola. Next, we will select appropriate distribution channels for our product and address costs in terms of placement, shipping, and intermediaries. This will be followed by the development of a budget for the marketing plan. Finally, the marketing team will identify quantifiable elements that can be used to evaluate, monitor, and control the effectiveness of our marketing plan.

Conclusion

Coca-Cola has been a successful company for over one hundred years because of its ability to market new products that align with consumer trends. With the latest trend focusing on organic products, Coca-Cola has another opportunity to align its marketing strategy to this trend. The one mistake that Coca-Cola needs to avoid is to market this product line. Therefor it must conduct the proper marketing research, competitive intelligence, analysis, and consider the segmentation criteria, and various consumers that this product will be marketed. Purely basing their marketing effort relying on its brand name alone could end up becoming just as big of a mistake as the “New Coke” launch was.

Coca-Cola has a tremendous opportunity to align its marketing efforts to the needs of the consumer. By identifying the segmentation criteria that will affect the targeted market selection, understand the buyers and consumers, and factors that influence their purchasing decisions, Coca-Cola can properly introduce the new organic product successfully. To ensure that the product...