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EXECUTIVE SUMMARY

A mix marketing plan for Coca cola Company is aiming to plan for the next 12 months in the target market. In this marketing plan, we specify in Coke which is the most popular and first product of Coca Cola Company. Since general soft drink is a seasonal product, the mix marketing plan Coca Cola Company should set a system and scientific marketing plan.

There six steps of setting an effective marketing plan. Firstly, Coca Cola Company should understand the capabilities of itself and its competitors analyse customer needs and choose marketing strategy variables within the framework of the marketing environment. Coca Cola Company has three different decisions which are family, gourmet and lifestyle. This company has different types for different groups, such as diet coke is for family and lifestyle and the vanilla flavour is for gourmand. Since different customers have different tastes, Coca Cola supplies different flavours for them, for example, vanilla coke flavour is for gourmets. Setting many flavours and types is aiming to satisfy customers’ needs.

The second step for Coca cola is to undertaking market research. Coca Cola can find out potential target and response for the marketing plan and understand its competitors through analysing the market information. Coca Cola should do some investigations and questionaries to find out new target market such as students and women. Coca Cola should search its competitors’ information through the internet and those companies’ inside files. Understanding competitors can help improve marketing plan.

The third step is to segment the market. Coca Cola has selected three target markets which is family, gourmet and lifestyle, and supplies different flavours for them. The fourth step is to analyse buyer behaviour. This means Coca Cola should understand the number of different groups and know why family and lifestyle prefers normal coke but gourmand like vanilla and lime flavour diet coke.

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