Coca Cola Marketing Plan

DIET COKE: MARKETING PLAN

Abstract

After thorough research of the 2nd leading soda brand Diet Coke, we, a team of students in the Graduate program of Nova Southeastern University Huizenga School of Business, have formulated this marketing plan. Outlined in this plan is a full situation analysis including market summary, S.W.O.T. analysis, product offering and critical issues, marketing strategies with marketing and financial objectives, financials inclusive of three-year sales and expense forecasts, and controls, all based on the research conducted.

Table of Contents

1.0 Executive Summary 6

2.0 Situation Analysis 7

2.1 Market Summary 7

2.1.1 Market Demographics ……………………………………………………….. 7

2.1.2 Market Needs ………………………………………………………………….8

2.1.3 Market Trends ……………………………………………………………….. 8

2.1.4 Market Growth ………………………………………………………………. 9

2.2 SWOT Analysis 10

2.3 Competition 12

2.4 Product Offering 13

2.5 Keys to Success 13

2.6 Critical Issues 14

3.0 Marketing Strategy 14

3.1 Mission 14

3.2 Marketing Objectives 14

3.3 Financial Objectives 15

3.4 Target Markets 15

3.5 Positioning 16

3.6 Strategies 16

3.7 Marketing Program 17

3.8 Marketing Research 19

4.0 Financials 19

4.1 Sales Forecasts 19

4.2 Expense Forecasts 20

5.0 Controls 20

5.1 Implementation 21

5.2 Marketing Organization 24

5.3 Contingency Planning 24

References……………………………………………………………………………………….26

1.0 Executive Summary

* Diet Coke is produced and distributed by The Coca-Cola Company whose corporate offices operate out of Atlanta, Georgia. Initially the company was reluctant to introduce a diet soda with its Coca-Cola brand for fear that it would create problems for its flagship brand. However, after seeing the long-term success of Diet Pepsi, the company introduced Diet Coke August 9, 1982 and marketed the product aggressively. Diet Coke represented the first new...