The Coca Cola CompanyHoliday Season 2013 Marketing Plan

Alec Addicott

Objective

• Strengthen sales of carbonated beverages by at least 10%.

• This will create a stable cushion of liquid assets from which Coca Cola can grow into other beverage and food industries over the next decade.

SWOT: An Overview of Coca Cola

Strengths

• Most valuable company in the world at $77,839 billion.

• Largest global market share in Beverages, more than 40%.

• Loyal Consumer base.• Excellent advertisement with a $3 billion

yearly budget• Corporate Social Responsibility (CSR)

Weaknesses

• Significant focus on carbonated drinks. • Undiversified Product Portfolio. • High debt level due to acquisitions ($8 billion).• Negative Publicity. • Brand failures and many brands with

insignificant amounts of revenue.

Opportunities

• Bottled water consumption growth. • Increasing demand for healthy food and

beverages. • Growing beverage consumptions in emerging

markets. • Growth through acquisitions.

Threats

• Changing consumer tastes. • Water Scarcity. • The Strong Dollar. • Legal requirements to disclose negative

information on product labels. • Competition from PepsiCo. • Decreasing gross profit and net profit margins. • Saturated carbonated drink market.

Market Analysis

Internal Situation

• $16.97 billion in liquid assets• Enterprise valued at over $189.2 billion.• Founded 1886.• Hundreds of thousands of private investors.• Hundreds of beverage brands.

External Situation

• Products have good marketing potential.• Decreasing demand in a stagnant market.• Loyal consumer base from all demographics,

most targeted are males 12 to 29 years of age.• Maintaining brand image.• Public Relations through Facebook & Social

Media• ‘Real’ Coke Phenomenon

Marketing Strategy

• “Open Happiness” tagline• Imaging.• Retain current prices to retailers. • TV spot and short Youtube ad. • Should cost less than $2 million.

Thank You!

Questions or Comments?