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Raihan Farhani
Raihan Farhani
Marketing Objectives.
The objectives of the marketing plan are strategically centered around 3 criteria :-
• To become the top market leader in the particular segment within the forecasted
sales figures.
Marketing program.
Product strategy :-
The core
• Branding: colorful, aspect of play, round shaped, prominent Bubble Buzz logo
written in modern font, catchphrases such as “Think outside the Bubble” and “Get
Your Buzz”.
• Brand personality: energy, funky, cool, functional, original, funny, healthy, etc.
Augmented product
• Bubble Buzz follows the practice of product modification (ref.11, p.304): Coca-
Cola is introducing an existing beverage (bubble tea) but redefines the drink with
a new, more convenient package. Bubble Tea will now become a widely available
3. Potential substitutes
Customer demand
Customer demand is a crucial factor which is driven by tastes, income and
availability of
others similar products at a different price (mentioned later in the potential
substitutes
section). For a lot of consumers, value and price are highly related: ‘’the higher the
price,
the higher the value’’. Consequently, Coca-Cola’s intention to position Bubble Buzz as a
unique, innovative and attractive product gives it a certain control over Bubble Buzz price. To
be able to implement higher pricing though, the minimization of the non- monetary costs to
The company should take advantage also to the fact that the newer the product and the
earlier in its lifecycle the higher the price can usually be. It ensures
a high profit margin as the early adopters buy the product and the firm seeks to
recoup
development costs quickly and it also brings a certain prestige to the product.
Potential substitutes
Coca-Cola is constrained by the monopolistic market in which it competes. The
main
characteristic however is product differentiation.
Other constraints (See Appendix M)
PROMOTION STRATEGY
Objectives:
•
To win market shares over our top functional drinks competitor, PepsiCo.
Message:
The promotional outputs will convey the clear message that “Bubble Buzz is a
healthy
drink for sporty and young people who simply enjoy taking care of their body and
life.”
Concepts:
•
Before choosing the appropriate medias, it is important to note that Generation Y consumers only
give partial attention to media. However, they can be reached through integrated programs. They
are typically using more than one communication media at a time; a behaviour that is often called
“multitasking”. This group of consumers doesn’t give its full attention to one single message,
but rather uses continuous partial attention to scan the media. Marketers can still communicate
with Generation Y by using a variety of targeted promotional tools. Another important tactic to
reach our target market is through “Viral” or “Buzz” marketing, which Coca-Cola will heavily use in
Output
Examples
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