Marketing Plan-Phase I

Marketing Plan: Phase I

The following is the beginning to a marketing plan Team A created for The Coca-Cola Company to introduce an innovative new product. The analysis will outline what Team A believes to be the best marketing strategies to introduce a new product. Team A will market Strawberry Coke as a unique, functional soft drink that will continue to reinforce Coca-Cola’s leading status, in innovation and product success. The marketing strategies used will enable Coca-Cola to reach an enormous targeted consumer, even those not within the market reach, while strategically carrying The Coca-Cola Company on top of all of its competitors.

Company Overview

The Coca-Cola Company was based and formed in Atlanta, Georgia. In 1886, a pharmacist named John Pemberton created the recipe to form the soft drink, cola. Originally, cola sold in a glass for five cents. In 1891, Asa Chandler purchased the recipe for $2300 and turned it into the internationally known brand - Coca-Cola. Chandler soon sold The Coca-Cola Company to Ernest Woodruff in 1919 for $25 million, who turned the business over to his son, Robert Woodruff, in 1923. Today, Coca-Cola is one of the most extensive nonalcoholic beverage companies and is said to be the third largest bottling company in the world. It has evolved from one product (Coca-Cola or Coke) and currently owns and markets more than 500 nonalcoholic beverages in more than 200 nations; including brands such as Regular Coke; Diet Coke; Coke Zero; Sprite; Fanta, etc.; also some still beverages, such as juices, waters, teas, vitamin waters, sports and energy drinks. Coca-Cola handles about 80% of the sales in the United States and about 16% of international sales by volume. The nonalcoholic bottling company has annual sales of approximately 21 billion dollars. Coca-Cola states that it “first expanded from its North American roots to Europe in 1993 with the purchase of bottling rights in the Netherlands” (Coca-Cola Enterprises, 2012, para....