Table of Contents

1. Executive Summary
2. Situation Analysis
o External Environment
o Internal Environment
3. Marketing Strategy
o Target Audience
o Positioning
o Marketing Mix
 Product
 Price
 Place
 Promotion
4. Financial Projections
5. Implementation Controls
1) Executive Summary
Coca-Cola, a globally renowned brand with an extensive customer following, finds itself
in a dynamic beverage industry. While it boasts an iconic status, it confronts growing
competition from both established and emerging players, including new categories like
bottled water and energy drinks.

To uphold its leadership status, Coca-Cola must persevere in its pursuit of innovation
and execute its marketing campaigns with precision. This marketing plan delineates
Coca-Cola's goals, approaches, and financial allocations for the upcoming year.

2) Situation Analysis

External Environment
The external environment for Coca-Cola is characterized by a number of factors,
including:

 Competition: Coca-Cola contends with formidable competition from other

beverage giants like PepsiCo and Nestlé. These industry leaders offer an
extensive portfolio of products, spanning carbonated and non-carbonated soft
drinks, juices, as well as bottled water.
 Consumer trends: The growing trend of health-conscious consumers seeking
healthier beverage choices poses a significant challenge to Coca-Cola, a brand
traditionally associated with sugary drinks.
Internal Environment
Coca-Cola has a number of strengths, including:

 Global reach: Coca-Cola's products have a global presence, with distribution in

more than 200 countries. This extensive reach provides the company with a
broad and varied customer demographic.
 Financial resources: Coca-Cola has a sizable budget and is a financially sound
firm. This enables it to spend money on distribution, marketing, and new product
development.

However, Coca-Cola also has some weaknesses, including:

 Product portfolio: The portfolio of Coca-Cola products is highly skewed toward

sweet beverages. As consumers become more health conscious, this can
become a weakness.
 Reliance on bottlers: Coca-Cola produces and distributes its goods through a
network of bottlers. If the business experiences issues with its bottlers, this could
be a danger.
3) Marketing Strategy

Target Audience
Coca-Cola sells a wide variety of products to customers of all ages and socioeconomic
backgrounds, therefore its target market is diverse. However, the firm's marketing will
prioritize the following crucial markets:
 Millennials and Gen Z: These younger generations appreciate sustainability and
are more socially concerned. Coca-Cola will emphasize the social and
environmental responsibility of its brands when marketing to these customers.
 Emerging market consumers: Emerging markets are crucial for future growth,
for Coca-Cola. To reach more consumers and grow its market share, the
corporation will invest in its brands and operations in new areas.
 Digital natives: The increased use of digital media has made Coca-Cola use
social media, e-commerce, and influencer marketing to advertise its brands to
digital natives where they are most active.

Marketing Mix
Product
Coca-Cola will keep innovating and creating new products that cater to its target
markets. The business will also concentrate on enhancing its current offerings, such as
lowering the sugar level of its drinks.

Price
Coca-Cola will employ a range of price techniques to make its products accessible to
customers of all socioeconomic backgrounds. Additionally, the business will employ
discounts and promotions to draw in new clients and promote recurring sales.

Place
Customers can purchase Coca-Cola products through a range of outlets, including
supermarkets, convenience stores, dining establishments, and internet merchants.
Additionally, the business will concentrate on enlarging its distribution network in
developing regions.

Promotion
To reach its target audiences, Coca-Cola will use a range of promotional platforms,
including television, print, digital, and social media. The business will also put a lot of
effort into creating creative and captivating marketing campaigns that communicate its
brand story and foster relationships with customers.
4) Financial Projections
The Coca-Cola Company, their strengths give them confidence in their ability to deliver
long-term, sustainable shareowner value. Their long-term targets consist of solid
revenue growth of 4% to 6%, strong operating leverage driving 6% to 8% operating
income growth, delivering meaningful EPS growth and improving on their free cash flow

conversion.

Implementation Controls
 Setting clear goals and objectives: For its marketing strategy, Coca-Cola will
establish definite, quantifiable goals and objectives. This will make it easier to
 confirm that the plan is on track to produce the anticipated results and is in line
with the company's overall business objectives.
 Developing a thorough schedule and budget: Coca-Cola's marketing strategy
will have a thorough schedule and budget. This will make it more likely that the
plan will be carried out on schedule and within budget.
 Utilization of a marketing dashboard: A marketing dashboard is a tool for
monitoring the development and outcomes of a marketing strategy. Key
indicators like website traffic, social media engagement, and sales can all be
gleaned from it.
 Use of marketing automation software: Lead generation, social media
marketing, and email marketing are just a few of the tasks that may be
automated with the aid of marketing automation software. This could reduce
waiting time and increase the effectiveness of the marketing strategy.