DEPARTMENT OF TOURISM AND HOSPITALITY

MANGEMENT
COURSE CODE: 4007
COURSE NAME: MARKETING FUNDAMENTAL
TOPIC: COCA-COLA MARKETING PLAN
SUBMITTED TO: DR. SANTUS KUMAR DEB.
ASSOCIATE PROFESSOR
Group: Blaze
Group Motto: Blaze a path of your own brilliance and illuminate the
world.
Submitted By:
Name ID
Marjia Sultana Mira 72031008
Pranto Pritom Roy 72031015
Md. Rafid Islam 72031013
Md.Saif Uddin 72031017
Taslima Akter Tania 72031016
Mehjabin Munni 72031007
Fazlur Rahman Munna 72031004
Md. Zian Uddin 72031023

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 Letter Of Transmittal

July 25th, 2020

DR. SANTUS KUMAR DEB

ASSOCIATE PROFESSOR

Department of Tourism and Hospitality Management

University of Dhaka

Subject: Submission of assignment on “Coca Cola Marketing plan”

Dear Sir,

Here is the assignment that we were assigned on the topic “Coca Cola Marketing

plan” as per your request. The assignment has been completed by the

knowledge that we have gathered from the course “ Marketing Fundamental”.

We have devoted our best effort to complete this assignment meaningfully and

correctly, as much as possible. If you need any clarification on this assignment, we

shall be available for this.

Yours obediently,

Group Blaze

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 Table of Contents

Executive summary.......................................................................................................................4
Introduction....................................................................................................................................5
Current market situation..............................................................................................................6
Opportunity and threat analysis:.................................................................................................9
Objective and Issues....................................................................................................................11
Marketing strategy......................................................................................................................12
Action Programs..........................................................................................................................19
Budget:..........................................................................................................................................20
Controls........................................................................................................................................21
Conclusion....................................................................................................................................23
Reference......................................................................................................................................24

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 Executive summary

This report is based on the Coca-Cola. This is one of the most leading global company that is

also working in Bangladesh. In this report we will analyse the market of Coca-Cola Bangladesh

and plan a marketing strategy for the brand.

However, in Bangladesh it is marketed by Abdul Monem Limited under the authority of the

Coca-Cola Company, USA. As the world’s largest beverage producer, Coca Cola sells its

products in more than 200 countries worldwide. The Coca-Cola system is not a single entity

from a legal or managerial perspective, and the Company does not own or control all of the

bottling partners.

While the view of the Company as simply "Coca-Cola," its system operates through multiple

local channels and the channel of Bangladesh is Abdul Monem Limited. This company

manufactures and sells beverage bases. Moreover it owns bottling operations, the brands and

responsible for consumer brand marketing initiatives. Coca-Cola has become one of the most

famous and widely consumed brands in Bangladesh.

In this report we will create a marketing plan by mentioning the current situation of the brand,

analysis the opportunity and treats for the brand. Also we will object some issues and plan a

marketing strategy and action plans according to Bangladesh.

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 Introduction

Coca-Cola is one the oldest and famous brand in Bangladesh. From the last 50 year Coca cola

has been marketing its products through local representatives of Bangladesh. However, now it is

marketed by Abdul Monem Limited. This company is the distributor of Coca-Cola, Sprite and

Fanta in Bangladesh. Soft drinks brand Coca-Cola last year announced plans to start its own

sales and distribution operations in Bangladesh with around $200 million. Which is a great news

for Bangladeshi economy. As Coca-Cola finds a huge business in Bangladesh they took this kind

of initiatives in this current situation going on around the world economy. And yes, Coca-Cola

does have a proper plan and capacity for execution of this investment and strategy. By this report

we will try to make a marketing plan for Coca-Cola in upcoming future.

Coca-Cola vision:

“Our vision is to craft the brands and choice of drinks that people love, to refresh them in body &

spirit. And done in ways that create a more sustainable business and better shared future that

makes a difference in people’s lives, communities and our planet”

Coca-Cola mission:

“Refresh the world. Make a difference.”

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 Current market situation

We can all say for a beverage brand like Coca-Cola that, nobody is unaware of it in the entire

globe as well as in Bangladesh as it has surely become a household name for all of us. It would

be interesting for us to know about its origin prior to know its critical marketing strategies and

company’s belief to make it up to this stage. Coca-Cola’s current market situation in Bangladesh

is remarkable as follows,

Market Share

Being the popular company in the soft drink industry of Bangladesh, Coca Cola enjoys 2nd

largest market share in this country. This company controls about 25% of the Bangladeshi

market.

Global Market Share

The market of Coca-Cola Company is geographically vast and it is controlling it with great

success. Coca-Cola covers 59% market share in global market.

Products

There are multiple brands of the Coca Cola Company in Bangladesh. This company not only

deals in the carbonated drinks but also other drinks. While launching its product, the marketing

team considers the culture of our country.

Major brands of coca cola in Bangladesh

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Coke, Sprite, Fanta, Diet coke, Kinley etc.

Price

Coca-Cola always tries to keep a standard price of bottles it also offers promotional discounts,

allowances, credit terms and payment period for the stores and Restaurants. Coca-Cola,

furthermore, offers discounts in a family size bottle frequently. The retail price of the beverage

products are 600 ml 35 TK, 1200 ml 65 TK, 2000ml 110 TK.

Promise of coke

The basic proposition of Coca-Cola’s business is simple, solid and timeless. When Coca-Cola

bring refreshment, value, joy and fun to all stakeholders, then they successfully nurture and

protect the brands, particularly Coca-Cola. That is the key to fulfilling the ultimate obligation to

provide consistently attractive returns to the channels of the business.

Distribution Channels

The company established an extensive distribution channel for all brand of Coca-Cola to make it

available throughout the country. It built six distribution centres in the seven divisions of

Bangladesh: Dhaka, Chittagong, Sylhet, Rajshahi, Khulna, and Barishal and Rangpur. From

these distribution centres, they will supply the Coca-Cola & other brands to different districts

dealers. From dealers, the sales representatives will supply retail shops on the basis of their

demand. The small traders will purchase Coca-Cola directly from the dealers.

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Coca-Cola makes two types of selling,

Direct Selling

In direct selling they supply their products in shops by using their own transports. They have

almost over thousands vehicles to supply their bottles. In this type of selling company have more

profit margin.

Indirect Selling

They have their whole sellers and agencies to cover all area in Bangladesh. Because it is very

difficult for them to cover all area by their own so they have so many whole sellers and

distributor agencies to assure their customers for availability of Coca-Cola products.

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 Opportunity and threat analysis:

Opportunity

 Growth in Existing Market: The only way to grow using existing

products and markets is to increase market share, according to small business

experts. Market share is the percent of unit that a company can holds within a

certain market vs. all other competitors. Increasing market share is by lowering

prices.

 Expand into New Markets: Expanding into new market can be an

effective way to grow Coca-Cola business. A disciplined process will help CocaCola accurately

assess the potential of each growth opportunity.

 Define the Market

 Perform Market Analysis

 Assess Internal Capabilities

 Prioritize and Select Market

 Develop Market Entry Option

 Expansion in New and Existing Market: Some strategies that may

help Coca-Cola grow their business to the next level.

 Add new products

 Sell more products to existing customers

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  Expand into new territories

 Target new customer markets

 Tap into new sales and delivery channels

 Increase Healthier Drink Options: Produce more healthy drinks like:-

 Coke Zero

Threats

 PepsiCo: Quality is one of the aspects that PepsiCo has prioritized in its values.

It is committed to protecting its customers by winning their trust and confidence.

In order to keep consumers informed, all PepsiCo products have quality

assurance seals on them. It also adheres to environmental regulations to avoid

rubbing shoulders with the laws of respective countries in wrong ways.

PepsiCo challenges Coca-Cola through its promotions. It communicates to its

customers through celebrity figures, through music to attract the young

generation and also through games. It also uses the internet, media and

sponsorships.

 The Battle against Obesity and Weight gain: Soft drinks are made

by mixing dry or fresh ingredients with water. Production of Soft drinks can be

done at factories. Soft drinks can be made by mixing a syrup or dry ingredients

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with carbonated water or by lacto-fermentation. Customers are more concern

about their health. So it is a big factor in this era of marketing.

 More Competitors Entering Carbonated Drinks Industry: Many

more competitors are entering beverage industry like:-

 Red Bull

 Fanta

 Lipton

 Nescafe

 Tropicana

 7 up

Objective and Issues

Objectives

The main objectives for the Coca-Cola Company are to be globally known as a business that

conducts business responsibility and ethically and to accelerate sustainable growth to operate in

tomorrow's world. By having these objectives, it forms the foundation for companies in the

decision making process.

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Issues

The Coca-Cola Company aims to be globally known, they do this by targeting different areas

across the globe with different products, gaining their brand name and popularity. All the

bottling partners work closely with their customers such as convenience stores, grocery stores,

movie theaters and street vendors to create and use localized strategies developed in partnership

with the Company. Their competition with other beverage companies are also narrowed down as

they own various brands that could be possible competition. For example, the company sells

Coke without the competition of other popular soft drink brands like Sprite and Fanta because

the company owns those brands as well. The company often reviews and evaluates their business

plans and performance to improve their earnings and analyze their competitive position in the

market. They make decisions in realigning their business models to match the objectives of the

company by using strategies and tactics in the analysis of their performance.

Marketing strategy

Promotion

Coca-Cola’s promotion is something else and people all around familiar with this brand it’s

because of their excellence promotional activities. Because of interesting and unique promotional

strategies it’s now one of the most recognized and strong brand in the world as well as in

Bangladesh. Although it’s an American brand it has gone beyond American culture and instead

it’s trying to adopt world culture and they are most successful. It’s now producing its bottle of

joy in almost all the countries around the world. And all around the world they are equally

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popular. The large part behind this is their quality and its promotional tools. They generally

manufacture a drink that most people enjoy along with that it has brought several other

companies that produce soft drinks to expand its wings but coca cola has always been the

marketing king in the world of soft drinks. Basically memorable campaigns and ads they create

holds generation after generation. Each ad they make it’s like an art. We will be discussing about

some of their promotional tools and make marketing strategy for Coca-Cola Bangladesh. We will

follow the following step for promotion of Coca-Cola’s product

Advertising

As Coca-Cola is one of the most valuable brand in Bangladesh and industry leader of carbonated

drinks, it has always published advertising that has touched people’s soul. It has provided some

of the most memorable ads we can ever think of for example “Bangla Ekhon Bangla Tokhon”

campaign which released in 2019 and like this cocacola is building this sort of advertisement

from the very beginning of the operation in Bangladesh. Coca-Cola spend a huge budget on their

advertising each year. It has always shown the commitment on advertising is the key push to

coke’s success, So by this year in December 2020 we will launch a campaign named “Amar

Desh, Amar Valobasha” in the year end with some attractive advertising and target the “Victory

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day of Bangladesh”.

Personal selling

Personal selling basically refers one to one selling to the customer .Coca-Cola has taken the

personal selling to another level. It has established lots of booth here and their which works like

a person from coke. You just pub money in the booth and you get a coke. It took this revolution

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on another level. In our campaign we will introduce some automatic vending machine around the

major city of Bangladesh. People can have buy one get one coke offer on Victory day.

Direct marketing:

Coca-Cola does its direct marketing in a different way. Generally direct marketing is calling or

talking to customer directly. Instead of calling customer coke call different organization and

serve customer through them. And in return those organization gets benefits from coke. A few of

their direct marketing are, merging with food chain: Coke merge with food chains where those

food chain only serve coke (example: KFC etc) so whenever customer visit those shops they will

get Coca-Cola’s product.

Public relation:

Coca-Cola does its PR activities though awareness campaign, CRS activities and different

events. They take much care on the public relation platform. They believe in making customer

relationship above all. In the campaign of “Amar Desh, Amar Valobasha” we will through road

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show around the major city of Bangladesh in Victory day where the local performers will

perform song and dance for people.

Sales promotion:

Coca-Cola always spends a huge amount of money in sales promotion. Although they are one of

the world’s biggest company they always comes up with new selling ideas and different

offerings to the customer. We in our campaign will offer instant gifts after buying coke by

scratch card. E.g. Mobile phones, laptop, recharge etc.

Publicity:

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Publicity tools are very interesting which coca cola adopts. From celebrity to billboard to

newspaper. Coke always intensely promotes their product. They sponsor lots of event worldwide

for their promotional strategies. We will hire an influencer from Bangladesh to our campaign for

promoting coke thus it reaches a lot of people altogether. So that’s how we will do publicity

operations.

Internet:

The presence of Coca Cola on the Internet is oriented towards creating partnerships rather than

making sales. Coca Cola's presence on the internet has developed a positive outlook towards the

brand, growing recognition and desire to buy. The availability of Coca Cola on the Internet was a

compliment to other IMC devices. So we will integrate this tool to help promote our campaign

“Amar Desh, Amar Valobasha”.

STP

Segmentation:

Marketing Segmentation is basically portioning a market into potential customer’s group who

basically share similar needs and likely to have similar purchasing behavior. Intension of such

strategy is to understand the market and choosing the portion of market that will give maximum

benefit to the company. Coca-Cola follows following segmentation strategy

Demographic: Coca cola demographic segmentation would encompass age, family size, and

income. Coke groups with age include small children, young adults, and older adults. In general,

coke has no clear target and is aimed at all. Form of family, coke has launched their economic

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package that helps focus on groups and communities. Coke segments have different income rates

by which they provide bottle, can, big and small size coke.

Psychographic: The coca cola company's psychographic segmentation is social status, lifestyle,

profession, education level, and personality. Segmentation of coke is to everyone. A coke doesn't

usually target lifestyle, profession, or education rates. Nonetheless packaging is available for

different customers. They basically focus on the fact that people should think coke is for all.

Behavioral: Coca cola’s finest marketing strategy is their behavioral segmentation. In this

portion they target different occasions that people celebrates together such as Christmas, Eid

Diwali, Thanks giving etc. They pick those time when people generally share their happiness

together with family and friends, they come out with such amazing ads on those time which is

amazing to see.

Targeting:

Targeting is basically choosing the portion which company will be serving. Coca-cola’s targeting

strategy works following way Age: coke doesn’t have a specific target portion. It targets the

whole market all together. But yes they focus on the age group 12-30 most. To be honest they

don’t specifically communicates with those rage of people, instead they convey the message to

whole market but still they are successfully reaching them over hundreds of years. May be

through partnership. Life style: Although coke goes not target specific life style as it is for all but

it seeks attention more busy life style and young generation are considered to be the most

profitable part of Coca cola’s consumers. Occupation: it targets students and family oriented

people mostly Nature: fun, joy, entertainment loving people who wants to share happiness with

one another.

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Positioning:

An integral part of people’s daily life .it creates its intimacy with its customer by bringing out

emotional storytelling and their unique selling approach .Coke has positioned itself in the soft

drink market so well by the statement “THINK GLOBALLY ACT LOCALLY” by following

this principal it is able to know how a developing area thinks and how a developed area thinks.

Combining these two together they are so successfully able to catch every customer they target

as they know the core of that region and they act according to that. Like in Bangladesh during

Ramadan they release and ad where they focus on family bonding while fasting. That’s so

interesting to see. It created its image who is offering something to drink with family friends and

regular life. The best thing they did is when we think of celebrating together we always keep a

coke to share with other. That’s the beauty of their positioning strategy.

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 Action Programs

Differentiation strategy is basically how people can differentiate a product from other. Coca cola

follows following differentiation strategy SYMBOL OF JOY AND FUN it has created itself as a

brand which is there whenever we want to share our joy and happiness. In every occasion it’s a

must for us to drink with our loved ones and friends. That psychological approach made them

different from other.

A large variety of product line serves every types of people. Coke took this approach very

seriously and they manufacture huge ranges of product with different size and different flavor

that serves every person’s choice. Coke follows a tagline “Think globally and act locally” and by

following this strategy they have to satisfy different region and culture. And for that reason they

offer different product which catches attention of those cluture. And that makes them different

from other cola brand

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 Budget:

Here we tried to create a tentative budget for the marketing plan “Amar Desh, Amar Valobasha”

Expense Criteria Budget Amount

Research and Plan 5,00,000
Campaign Plan 8,00,000
Campaign Execution 40,00,000
Operatinal Expense 60,00,000
Endorsement Expense 25,00,000
Promotional Expense 100,00,000
Miscellaneous 10,00,000
Total 2,48,00,000

Controls

The organizational design and controls of Coca-Cola allows the consideration of the international

and national activity of the multinational corporation. As long as the firm has already moved to

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the global performance, it is possible to see the unique design of its productivity. In fact, the

company applies the same approach towards its activity in every corner of the world. It is

obvious that the organization has done everything to win the market in a global way. It can

hardly be repeated by another company. Due to the complex control design, Coca-Cola has a

solid leadership and competitive position, which helps it to function in terms of rapid

globalization (Forbes, 2015). Further, it is important to mention that the firm uses the same

approach towards the construction of the organizational structure in every region. Coca-Cola

includes such branches as corporate staff, manufacturing, marketing, and finance. Every region

has the same organizational structure. It also includes subdivisions based on the company’s

structural pattern. The president of Coca-Cola is a head of the structure, which requires a

complex regulation in order to avoid mistakes and gaps in the performance of every division so

do in Bangladesh.

The Coca-Cola Operating Requirements governs a key strategic control system in the

performance of the organization here in Bangladesh. In fact, the system helps to regulate the

manufacturing process of every division, follows the principles of the integrated quality

management system, and regulates the distribution channels of the products. It also guides every

operation in Coca-Cola, which goes through strict requirements of quality standards. The system

meets quality objectives and manages risks within the corporation, which allows avoiding costly

mistakes and gaps.

In the aspect of budgeting, Coca-Cola Bangladesh has a Committee, which controls its financial

affairs. This body has many responsibilities, which lie in managing the financial affairs,

recommending appropriate decisions to the president of the company based on the financial

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performance, revising all capital expenditures and continuously evaluating the financial

performance.

People remain one of the most precious and highly valued resources for Coca-Cola. The

company uses human resources for the benefits of its performance. Coca-Cola is generous

enough in investing in the development of personnel and design of the appropriate payment

system. The company understands that it is impossible to run business without effective human

resources. Employees are those people who build the core of success and predict the company’s

further development. Due to the firm’s activity, workers are confident in receiving appraisal

from Coca-Cola concerning the high-quality performance. As a result, it is possible to admit that

the company understands that it is impossible to support the productivity of the global

corporation without investments in human resources development, training, and motivation.

As for the cultural concerns, Coca-Cola has managed to develop a single spirit, which focuses on

the organization, its team, and passion. These three elements build the essence of the company’s

cultural concerns, which develop an appropriate attitude towards every employee. However, it is

obvious that the organization’s multicultural productivity welcomes every individual regardless

of such factors as race, age, ethnicity or gender.

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 Conclusion

Coca- cola is a global brand. People are having this product for more than 125 years. The success they

have now is because of the establishment that has created from hard work of more than hundred years.

And here in Bangladesh they are having success for continuous effort on marketing activities, economics

of sale and successful supply chain operation. The main key point of their product is their marketing

strategy and distribution strategy. From the time of the beginning to till now they have adopted some of

the finest marketing tool that set example of how market works they shown a different direction in

marketing and promotion and successfully set a standard which is barely be touched. This excellence on

marketing pushed here Coca-Cola today in Bangladesh.

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