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TABLE OF CONTENT

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I. Executive summary 2

II. Introduction 2

1. Background 2

2. Missions 3

3. Vision 3

4. Values 3
III. Marketing Environment Analysis 4

1. Macro Environment 4

2. Micro Environment: Porter’s Five Forces Model 13

3. Internal
IV. Marketing Analysis

1. Positioning

2. Marketing Mix

3. SWOT

4. SWOT Analysis
V. Key issues

VI. Marketing Plan

A. Objectives

B. Marketing Strategy

C. Action Plan
VII. Controls

VIII. References

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I. Executive Summary:

Coca Cola Company is the world’s leading soft drink maker, operates in more than 200

countries around the world and owns or licenses more than 500 brands of nonalcoholic

beverages.

This paper is a marketing plan recommended for Coca Cola Company. Firstly, we are going

to analyze the Coca Cola Company (PESTLE, Marketing Mix and SWOT). Then, there are

some key issues regarding Coca Cola Company concluded after the analysis. And finally,

we have gave solutions for Coca Cola to solve the issues.

II. Introduction:

1. Background:

Coca-Cola (also Coke) history began in 1886 when the curiosity of an Atlanta pharmacist,

Dr. John S. Pemberton, led him to create a distinctive tasting soft drink that could be sold

at soda fountains. He created a flavored syrup, took it to his neighborhood pharmacy, where

it was mixed with carbonated water and deemed “excellent” by those who sampled it. Dr.

Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the

beverage “Coca-Cola” as well as designing the trademarked, distinct script, still used today.

The first time appear of Coca Cola in Vietnam is in 1960. After that, Coca-cola Indochina

Pte Company was established officially in Vietnam on August 1995. Since then, Coca-cola

has some locations in Vietnam, which were united as one Beverage Company called Coca-

cola Vietnam with the head office located in Thu Duc District, Ho Chi Minh City.

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2. Missions:

Coca Cola identified their missions are:

o To refresh the world - in mind, body and spirit.

o To inspire moments of optimism - through our brands and actions.

o To create value and make a difference everywhere we engage.

3. Vision: To achieve above missions, Coca Cola Company has developed a set of goals,

which they will work with their bottlers to deliver:

o Profit: Maximising return to shareholders, while being mindful of our overall

responsibilities

o People: Being a great place to work, where people are inspired to be the best they

can be

o Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and

satisfy people's desires and needs

o Partners: Nurturing a winning network of partners and building mutual loyalty

o Planet: Being a responsible global citizen that makes a difference

o Productivity: Be a highly effective, lean and fast-moving organisation

4. Values: Coca Cola shared values that they are guided by are:

o Leadership

o Passion

o Integrity

o Accountability

o Collaboration

o Innovation

o Quality

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III. Marketing environment analysis:

1. Macro environment:

a. Political:

Government has the power to set fines for the companies not meeting their standard law

requirements. The changes in laws and regulations, such as tax policy, government

regulations, social welfare policies, political risks might affect the company as well as their

entry in foreign countries. The political conditions, even the civil conflict can impact to the

markets and other governmental changes that affect their ability to penetrate the developing

and emerging markets that involves the political and economic conditions. However, Coca

Cola continuously monitoring the policies and regulations set by the government.

Tax policy

Tax is the issue which any business operating in Vietnam is under the impact of laws and

regulations. However, the tax service has recently questioned for many large foreign

companies in Vietnam. Tax Agency has written requests for consideration local inspection

hole operations, profitability of the business to conclude if companies report losses for the

purpose of increasing costs to evade taxes or not. Among them, Coca Cola Company

reported losses in continuous operation for 20 years in Vietnam.

The biggest difficulty is prompted many experts to be the multinational corporations often

use the " guise " of proprietary material or technology , that agency is difficult to determine

the actual cost of inputs Vietnam businesses spend. Coca Cola, according to the tax agency

costs flavorings imported from the parent company accounts for about 70-85 % of the cost

of plant in Vietnam. The data cannot be determined by the agency because of not knowing

whether the proportion of flavor additives from Coca Cola parent company in Vietnam is,

compared to other markets to put conclusions. However, this is the major reason Coca cola

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Vietnam proves for their losses to dodge the government policy of tax. It also makes a bad

reputation for Coca cola in Vietnam.

Government regulations

As a famous brand, manufacturer, distributor and seller in beverage industry, the Coca-

Cola Company and other soft drink manufacturers are subject to antitrust laws of general

applicability. The Company may have an exclusive right to manufacture, distribute and sell

a soft drink product if its product is in substantial and effective competition with others of

the same general class in the market. It is the general regulation in business in every

country. However, there are some regulations strictly limited and prevent the expanding.

For example, the Coca cola has experienced public policy which challenges them about the

sale of soft drinks in elementary, middle and high schools. At January 1, 2006, a number

of states had regulations restricting the sale of soft drinks and other foods in schools. Many

of these restrictions have existed for several years in connection with subsidized meal

programs in schools.i This regulation cares about the youth’s health as well as nutrition.

This led to obesity among students and it affected directly to the business of Coke Company

in that period. Moreover, the restrictive legislation, if it enacted for a long time widely, it

could impact on the Company’s products, image and reputation as well.

Social welfare policies

Coca cola offer high-quality brands and reputation in many countries on over the world.

Company significantly understand and believe that everyone should have benefit. The

business should bring benefit and refreshment to the people, which is central to the way

The Coca cola operate in communities around the world. The company plays the role as a

good neighbor and responsible citizen by helping people. In Vietnam, the company set up

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 many regional and local foundations, organized charity programs in local. Some reality

programs such as “Vietnam pushcarts program” – helping economically disadvantaged

women build sustainable livelihoods; “Supporting education and youth development”

scholarships to support students in orienting and developing career in the future

Overall, Vietnam has a steady political condition. All above pose opportunities for Coca

cola Vietnam to develop the reputation with social programs. They do these well to gain

the people support. However, political situation or state regulation is also the important

point that Coca cola Vietnam must notice. It can prevent their operation effectively in the

future.

 The opportunities for Coca Cola are Social welfare policies to improve their image.

 The threats are Tax policy, government regulations to disclose negative information and

labels.

b. Economic:

Economics has a huge impact to the business of Coca Cola company.

The economy in Vietnam is growing rapidly. It is advantages for the company's operations.

Announced $ 300 million investment in Vietnam in 3 years to 2015, president of Coca-

Cola, Muhtar Kent said that this was still an attractive market as consumption of new people

with 20% of the average world.

In Vietnam, the amount of Coca cola users is competitive with many other beverage

companies. Vietnam is a attractive market for domestic and foreign beverage companies.

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Internal company operating in this industry such as Tan Hiep Phat is very successful in

touching consumers. The competitor, PepsiCo always plays important role in sharing the

marketing with Coca cola Vietnam. There are both opportunities and challenges in

consumption in Vietnam market.

The predicted GDP of Vietnam in 2014 will increase to ~ 6%. Growth of economy will

directly effect on the purchasing power of consumers. This growth will rise prices of goods

and encourage customer to spending tightly.

Moreover, the inflation also effect on the price of goods.

Coca-cola inflation adjusted price from 1997 to end of May – 2013

Vietnam has a high inflation rate per year. It is also control by the government but its level

still impact to the company’s operation, and particularly affects to the price of Coca Cola’s

products. In addition, the inflation rate of Vietnam economy also has been fluctuating for

years, which also affect directly to Coca Cola consumption in an unexpected way.

 The opportunities: consumption patterns make impacts in growing beverage

consumption in Vietnam market.

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 The threats: Inflation rate require to increase the price of products. So the price

competition also increase.

c. Social, demographic:

Healthier lifestyles has strongly influenced the sales of non-alcoholic beverage sector for

many customers desiring to bottled water and diet colas like Coca-Cola Light or Zero,

instead of beer or other beverages. Most of the population is within the youth. Many

customers are more concerned about their health in a long term. In Vietnam, young people

more and more prefer to use soft drinks nowadays.

Characteristic in demographic of Vietnam is encouraging the growth of spending. With

56% of population is under 30 years old, labor force is increasing.

Besides the young population factor, income distribution also is the impact on business

of Coca Cola. The ability of paying for beverage depends on income. People who have a

high income are willing to pay for beverage more usual. Income distribution is not equal

among all people. However, in urban and industrial areas, where has economic

development capita income is higher than other places. In Vietnam, HCMC, Hanoi and

other big cities have more amounts of people using Coca cola.

Additionally, another factor is the buying habits. Retailers can use consumer buying habits

to facilitate their own product placement and retail strategy. Buying habits can be

understood with the mean of the buying habits of different people. Coke’s price is not

expensive which adapt to most of people in every class. However, people who have ability

to pay have more chance to choose Coke for their beverage than someone who can’t afford

and do not want to spend their money for entertainment beverage. Otherwise, the youth

trend to drink Coke more than the older or the kids.

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  The opportunities:

 Demography make increase demand for healthy food and beverage.

 Income distribution, buying habits lead to the growing bottled water

consumption

The threats: Demography, income distribution (the less crowded the places are,

the less products company can sale.)

d. Technological:

Technological techniques are valued. This creates opportunities for new products and

advanced products. High and modern technology will increase the company’s productivity

and produces best drinks for the market.

Researches are necessary for the understanding customers and create the new products.

Coca Cola company always observe and update information from their customers. This

aims to satisfy customers. The studies were conducted to investigate the habits or income,

ability to pay, including taste and health needs. From the study of mass, Coca Cola launched

products and services best suited to the age and needs of the customer. Diet Coke is an

example.

High technology offers many advantages for producing, packaging. In order to continually

grow the business, The Company need to be increasingly efficient in use of resources. This

is required new investments in technology, innovation, a significant amount of

collaboration throughout the Coca-Cola system. Acceleration of innovations around water,

packaging, equipment, energy and agricultural resources will enable Coca cola’s system to

meet the new market demands.

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Internet leads to the efficiency of company's advertising, marketing and promotional

programs. The new technology advances of television and internet that use incomparable

effects for advertising through the use of media. Those advances make the products seem

attractive. This supports the selling promotion of the products. Coca-Cola in media tends

to use this technology so, to sell effectively its products.

 The opportunities: Researches, high technology, internet

The threats: Internet have a bad sight also (any scandals can spread widely and

quickly)

Technology is good and bad too. It can contribute to the improvement but getting down if

carelessly. The important is how to use it.

e. Environmental:

The Coca cola work for low carbon products, zero waste business, and inspire and lead

change for a more sustainable future. Coca Cola worked with the Carbon Trust to calculate

the carbon footprint to make the business more environmentally responsible. Since 1994,

the Company has managed to reduce the weight of our plastic bottles by 38.5%. At the

same time, Coke’s glass bottles are already 37% recycled and cans are 50% recycled

aluminum. The Company also introduced Plant Bottle packaging in 2011, which is 100%

recyclable and made partly from sustainable plant materials, reducing the reliance on fossil

fuels for plastics.

Season factor also is an important factor. Products of coke are mentioned as beverages,

which help people to slake. It’s most suitable for summer when the weather is hot.

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Therefore, the consumption is effected on season. In summer, the demand of beverages is

increasing, it make consumption also will be increased.

 The threats: unsafe environment and product

f. Legal:

Competitive laws are the important laws for business and their same sector companies for

a healthy market. However, competitive in Vietnam has not developed completely. The

role around the advertisements, unhealthy competition or limit of competition… However,

it more perfect day by day. Government has built a system of legal to solve these problems.

Environmental protection laws are a mandatory rule for manufacturing enterprises,

especially the production of food and drinking water. The fuel, chemicals, gases released

from the manufacturing process can negatively pollute the environment of land, water, air

... The law stipulates the allowed level of the toxic wastes into the environment. If exceeded,

these businesses can be fined, or suspended business if toxic levels harm to environment

unacceptably. Vietnam put a great concern in these issues nowadays. There are many

company violated this law of environment protection. Aware of this issue, Coca cola

usually organize program for environmental protection such as the Happy Recycling which

is supported by people.

Health and safety: The Coca cola are committed to conducting business in ways that

provide all personnel with a safe and healthy work environment. Coke’s Safety

Management System Standards and supporting requirements are for worker safety and loss

prevention (TCCSMS). TCCSMS defines the systematic approach to managing

occupational safety and health and loss prevention. The system globally operates under the

same standards and requirements. The Company also has a statement of occupational safety

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and establishes the Safety Board of the Company as a body authorized to solve and cares

about health and working conditions of employees.

Product safety is the most concerned issues of consumers. The Coca cola always cares

about the safety and quality in every parts from products to services. The core criteria of

Coke are to ensure safety and quality through strong governance and compliance with

applicable regulations and standards.

In Vietnam, the problem of product safety is extremely important. There are so much food

poisoning in current time that make people worry and not believe in undefined drinks and

foods. Coca-Cola Vietnam customers accused of being "prime" the bottle mold Minute

Maid Teppy (fresh orange juice) type of 240ml, affecting the health of consumers. In the

document dated October 29, Coca-Cola unexplained mold floating on the water bottle

containing anything, whether hazardous or not, which shows that the two bottles of orange

juice Minute Maid Teppy client was found Long An is only present in the "isolated

incident" occurred in manufacturing shipment. This document is for that reason "error" in

the bottle is due to the can "no longer make bottle cap security tightness. This is

unreasonable.

All above is to link to the success of Coca Cola so that they surely keeps the promise of

quality products and services. Documents of laws or regulation, statements help The Coca

cola maintain and improve their reputation. However, it also requires the continuous efforts

to adapt these laws to bring the best products and services, especially in a sensitive market

like Vietnam.

 The opportunities: Competitive laws, Product safety

The threats: Environmental protection laws, health and safety concern

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2. Micro Environment: Porter’s Five Forces Model:

a. The threat of new entrants – Low

Finance

To enter the soft drink industry, it requires high fixed costs for production, warehouses,

trucks, labor and marketing activities. As there are limited bottlers, new entrants may need

to build their bottling plants. It requires large amount of capital. This makes it extremely

difficult for an entrant to compete with the incumbents and gain any visibility.

Customer Loyalty/ Brand Image

Coke has a long history of heavy advertising. This makes them dominate with their strong

brand name and loyal customers all over the world. This makes it virtually impossible for

a new entrant to match this scale of share in this market.

Fear of Retaliation

It is very difficult to enter into a market place where already well-established players are

present such as Coke and Pepsi in this industry. So these players will not allow any new

entrants to easily enter the market. They will give a tough time to new entrants which could

result into price wars, new product line, etc in order to influences the new comers.

b. The threat of substitutes products – Medium

This industry is enriched with enormous statistics of substitutes such as: water, tea, beer,

juices, coffee, etc presented to the end-consumers. As consumers concern more about

health, bottled water and sport drinks are increasingly popular. This trend is epitomized in

the beverage consumption pattern of the ageing baby boomers. But all the suppliers of these

substitutes need massive advertising, brand equity, brand loyalty and making sure that their

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brands are effortlessly accessible to the consumers. Most of the substitutes cannot

counterpart the existing players' offers or diversify business by offering new product lines

of the substitute products to safeguard themselves from rivalry

 Aggressiveness of substitute products in promotion

Soft drink industry companies spend huge amount of money on advertisement and

marketing to differentiate their products from others and also create brand equity, base of

loyal customers and increase visibility

 Switching cost

Switching cost of the substitute products is very low so consumers can easily shift towards

the substitute products.

 Perceived price/ value

Perceived price/ value in this industry is very low because all products are comparatively

same and are only differentiated by promotional activities.

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c. Bargaining power of Suppliers – Low

The Coca Cola Company is the largest beverage producer in the world and exerts

significant power over its suppliers to receive the lowest price available from them.

Most of the raw materials desirable to manufacture soft drink are basic merchandise such

as flavor, color, caffeine, sugar, and packaging etc. The suppliers of these commodities

have no bargaining power over the pricing due to which the suppliers in soft drink industry

are relatively weak.

 Number of important suppliers

Raw materials for soft drink are basic commodities which are easily available to every

producer and have low cost which makes no difference for any supplier.

 Switching cost

All the raw material ingredients are basic merchandize and easily accessible to

manufacturer. Switching cost to the suppliers is very low; manufactures can easily shift

towards the other suppliers.

 Availability of substitutes

Soft drink products have standard raw material ingredients which could not have any

alternatives or used instead of the actual ingredients

 Threat of forward integration

Threat of forward integration is very low in this industry because manufactures of the soft

drinks need huge manufacturing plants, bottling network, strong distribution network and

best shelf space. Suppliers could not afford such kink of well-established network.

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  Importance of buyer industry to suppliers

Soft drink industry is very important to the suppliers because buyers purchase larger

amount of raw material. This encourages suppliers to remain in good contact with buyers.

 Suppliers' product an important input to the buyer's

Product of the suppliers is very important input for the manufacturers in this industry

because these products do not have any substitute

d. Bargaining power of Buyers – High

The buyers of Coca-Cola and other soft drinks are mainly large grocers, convenience stores,

supermarkets, and restaurants. The soft drink companies distribute the beverages to them

for resale to the consumer. The bargaining power of the buyers is strong. Large grocers,

convenience stores, supermarkets and fast food restaurants buy large volumes of the soft

drinks, which allow them to bargain a lower price.

Besides, with end-user, they have many choices because of diversity in beverage’s

providers. Moreover, in the currently, healthy drinks are more concerned. Therefore, buyers

can have a larger bargaining power on the soft drink.

e. Competitive rivalry within industry – High

The industry is almost dominated by the Coke and Pepsi. This industry is well known as a

doupoly with Coke and Pepsi as the companies competing. These both players have the

majority of the market share and rest of the players have very low market share. Otherwise;

competition is comparatively low to result any turmoil of industry structure.

The competitive pressure from rival sellers is the greatest challenging faced by Coca-Cola.

PepsiCo is the main competitor for Coca-Cola and these two brands have been in a power

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struggle for more than a century. PepsiCo is fiercely competing with Coca Cola over market

share. Coke and Pepsi primarily are competing on advertising and differentiation rather

than on pricing. This resulted in higher profits and disallowed a decline in profits. Pricing

war is nevertheless experienced in their global expansion strategies. Moreover, there are

some rivals of Coca Cola in Vietnam market, such as Wonder Farm, Tribeco, Tân Hiệp

Phát,… Although Coke goes behind in the beverage field in the world, it is a pioneer in the

Vietnam market

 Composition of competitors

Except the Coke and Pepsi, other competitors are of unequal size especially in local

markets. Coke and Pepsi both players have the majority of the market share and rest of the

players have very low market share.

 Fixed Storage cost

This industry needs huge manufacturing plants and contracts with bottling network

companies. These contracts make sure that bottler's must have standard manufacturing

plant; these plants need huge capital and exertion.

 Degree of differentiation

Marketing and product differentiation have become more significant. Coke and Pepsi

mainly are competing on advertising and differentiation rather than on pricing. Coke has

diverse advertisement campaigns according to conditions. Coca-cola is recognized as the

bet-know brand name in the globe. More prominetly, its consumers would not do without

it, and have established a loyalty.

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  Strategic Stake

Coke's core operation is the manufacturing and distribution both for itself and beneath

franchise, of non-alcoholic beverages and related products. Because of the strategic stake

the main brands of the Coke has been around for a lot of years

3. Internal:

a. Distinctive competency – The world leader in soft drink industry

Coca Cola has strong brand recognition across the globe. The company has a leading brand

value and strong brand porfolio. According to Business Insider, approximately 94% of the

world population aware of the red and white logo of Coca Cola, and “Coca Cola” is the 2nd

understandable word in English. There are nearly 10,450 Coca-Cola products are consumed

in the world in each second. Interbrand, a branding consultancy, ranks Coca Cola the top

leading brands in their best global brands ranking in 2009 and 2010. In 2013, it valued Coca

Cola at US$79,213 million.

“Best Golobal Brands 2013” Report of Interbrand

Besides, Coca Cola owns a large porfolio of product brands: more than 500 brands, with a

profolio of more than 3,500 beverages; product lines include diet and regular sparkling

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beverages, 100% fruit juices, fruit drinks, waters, sports and energy drinks, teas and coffees,

and milk. It owns and markets four of the world’s top five soft drink brands: Cocacol, Diet

Coke, Sprite, and Fanta. The fact show that Coca Cola now significant focus on carbonated

drinks and forget about diversify product portfolio.

 The best global brand in the world is strength of Coca Cola, it helps company

gained the world’s largest market share in beverage

 Significant focus on carbonated drinks and undiversified product portfolio are

weaknesses of Coca Cola.

b. Resources:

Tangible

- Manufacturing factories: Coca Cola has 3 manufacturing factories in Vietnam

located in Ho Chi Minh city, Hanoi, and Da Nang. In 2011, this three factories were

merged under centralize management structure, the factory in Ho Chi Minh city

plays the key roles, and the two others became subsidiaries of the Coca Cola

Vietnam in northern and central coast.

With three direct manufacturers in Vietnam, Coca Cola makes sure about their

number of products provided, saves both time and money instead of importing from

Coca Cola overseas.

- Materials

+ Raw materials: carbonated water, high fructose corn syrup, caramel color,

phosphoric acid, natural flavors, caffeine

+ Materials: coca leaves – produced by Stepan company (Illinois, America), high

quality bottles – produced by Dynaplast Packaging Vietnam LLC., carton boxes

and paper packages – produced by Bien Hoa JTC.

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- Distribution chanel: Coca Cola uses parallel distribution system, include 1 level

chanel and 2 levels chanel.

+ 1 level chanel: Coca Cola distributes products directly to major consumption

points such as supermarkets (Metro, BigC,…) and key accounts – restaurants,

hotels,… where have large sales number

+ 2 levels chanel: Coca Cola uses sole distributors, wholesalers and retailers to

expand their products coverage. In 2009, Coca Cola has 56 sole distributors and 48

wholesalers in Hanoi, each of them take responsible for 1,200 retailers

 The most extensive beverage distribution channel is a strength of Coca

Cola

Intangible

- Technological resources: Coca Cola owns numerous patents, copyrights and trade

secrets, as well as substantialknow-how and technology. This technology generally

relates to the products and the processes for production; the packages; the design

and operation of various processes and equipment used in business; and certain

quality assurance software. Some of the technology is licensed to suppliers and

other parties.

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 - Intellectual property: Coca Cola own numerous trademarks that are very important.

Trademarks are valid as long as they are in use and their registrations are properly

maintained. Besides, Coca Cola is a very powerful brand with strong identity and

huge value (according to the Annual report 2013 of Interbrand consultant company)

 The intangible resource is a distinctive advantage of company

c. Strong finance background and good financial performance

In 2012, Coca Cola gained US$48 billion in revenue equal to the 70th largest economy in

the world. When Coca Cola penetrated in Vietnam market, they invested US$163 million

on building infrastructures and distributors. Annual revenue in Vietnam market is

approximate US$38,500 million. In 2012, Coca Cola announced a new investments worth

US$300 million in Vietnamin the next three years, and the total investment during the

period from 2010 to 2015 up to US$500 million. This new investments will be used to build

new infrastructures, branding, create more new jobs, and implement sustainable

development programs in order to catch the opportunities, enhance cooperation with

domestic customers and support community.

 Strong finance background is an advantage helps Coca Cola to invest and

develop more infrastructures and distribbutors

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IV. Marketing Analysis:

1. Positioning:

Coca Cola's brand positioning to consumers as carbonated soft drink No. 1 in the world

- a No.1 trademark product of world. Currently, Coca-Cola still place at the third

position in the list of top brands with a value of U.S. $79.2 billion in 2013. Coca Cola

is a global brand and 98% people in the world knew Coca Cola.

The table below shows the brand’s value of top 10 leading brand in the world from

2009 to 2013:

As a beverage product makes people awake and strong to back, bring amazing pleasure.

Coca-Cola still keep as a symbol of trust, the inherent uniqueness.

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The promise of Coca-Cola: "Bring benefits and enjoyable for all those who are served

by us", the company strives to make "fresh new "market, enriching the workplace,

environmental protection and strengthening public media. Through its activities and the

first step on the path of different development the benevolent efforts of the company's

focus on education and build dreams for youth.

Slogan: "All our customers in the world are people who deserve to enjoy the best quality

beverage".

Coca Cola lead far away Pepsi in the beverage market in the world, but the various

sectors of the Pepsi business helped it earn more money. Specifically, the market share

of Coke drinks is 42% compared to 31% of Pepsi, but Coke's annual revenue reached

only 35.2 billion compared with 57.8 billion figure of Pepsi. Each year, Coke spent $ 2

billion on advertising, while Pepsi only $ 1.1 billion loss for this activity.

In the context of social networks becoming more powerful today, Coca-Cola and Pepsi

both use social network to serve for branding. It looks like Coke leads on the social

network. Coke has 139 600 employees, compared with 294,000 staff working for Pepsi.

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 However, on Twitter, Coke has 391 248 followers, compared with some 142 766 people

watched Pepsi. On Facebook, Coke has over 80 million fans, compared to 31 million

of Pepsi.

2. Marketing Mix:

a. Products:

Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the

best-known brand in the world.

Coca-Cola might owe its origins to the United States, but its popularity has made it

truly universal. Today, you can find Coca-Cola in virtually every part of the world.

Nowadays, Coca-Cola Company has given many kinds of Coca-Cola products, such as:

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o Coca-Cola Classic

o Diet Coke: also known as Coca-Cola light, is a sugar- and calorie-free soft drink

with a deliciously crisp taste that gives you a light boost in your busy day. Today,

Diet Coke/Coca-Cola light is one of the largest and most successful brands of The

Coca-Cola Company, available in over 150 markets around the world.

o Coca-Cola Zero: was created with young adults in mind and offers great Coke

taste, uplifting refreshment and zero sugar.

In Vietnam market, Coca-Cola Classic and Diet Coke (Coca-Cola light) is popular

than Coca-Cola Zero.

In additions, Coca-Cola Vietnam has continued doing research and developing

more products to serve Vietnamese consumers:

o Fanta: with Orange, Strawberry and Fruit taste. Fanta is the second oldest brand of

The Coca-Cola Company and our second largest brand outside the US. Fanta

Orange is the leading flavor but almost every fruit grown is available as a Fanta

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 flavor somewhere. Consumed more than 130 million times every day around the

world, consumers love Fanta for its great, fruity taste.

o Sprite: Sprite is the world's leading lemon-lime flavored soft drink. Sprite is sold

in more than 190 countries and ranks as the No. 3 soft drink worldwide, with a

strong appeal to young people. Millions of people enjoy Sprite because of its crisp,

clean taste that really quenches your thirst. But Sprite also has an honest,

straightforward attitude that sets it apart from other soft drinks. Sprite encourages

you to be true to who you are and to obey you.

o Schweppes Tonic and Soda

o Dasani water

o Samurai energy drinks

o Minute Maid fruit juice

o Others

Segmentation in Vietnam market: Coca-Cola Company noticed that Vietnam is a

diverse market, so Coca-Cola was oriented its products into the youth segment (with

sophisticated style, youthfulness and enthusiasm). That was the right direction of Coca-

Cola when it was successful and well received by the youth a lot. Besides, Coca-Cola

also focused on geographic characteristics in Vietnam, and focused on residential areas

in detail (big cities).

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b. Packaging:

- Can: 330mL

- Glass bottle

- PET (polyethylene terephthalate) Plastic bottle: 1.5L and 390mL

- Package: 24 cans/box or 6 bottles/block, etc.

Coca-Cola Vietnam constantly improves the packaging and design

become more beautiful and more convenient. With the original

design, this company recently provided the new PET plastic bottle

390mL to serve the shopping needs of customers. In particular, the

body of new PET plastic bottle is designed and optimized to fit

hands and help to increase the ease of using product. For instance,

Company give the design of “Fanta Fun”, this type of bottle with

fancy shape create the unique look for this products.

Coca-Cola Vietnam always change the image in package depend on seasons or events,

such as in Tet Holiday, it uses the image of swallow bird (the symbol of Spring) in all

designs – can, bottles, boxes. Or in some special events like World Cup, Coca-Cola

products use colorful images of soccer players and some countries’ flag.

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Note: about the materials of all packs:

- Glass bottles are 100% recyclable and contain an average of 30% recycled

materials

- Plastic bottles are made from PET (polyethylene terephthalate) and are 100%

recyclable

- All cans are made from 100% recyclable aluminum and contain around 50%

recycled aluminum

c. Price:

Coca-Cola Company set price for products based on the value received of

customers. It realized that the buyer’s value perception is more important than the

spending cost of sellers, so this company built the prices depend on the customer’s

perceived value.

Coca-Cola Company products aimed at a relatively low penetration when entering

Vietnam market to hope that it will attract a large number of customers and gain the

market share.

Pricing by products: Coca-Cola Company has given many products, so they are

different in form, size, materials … then they are priced at different scales

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 Here are the numbers of comparing a kind of product in Vietnam market. Currently,

the price of Coke products in Vietnam market is higher than the corresponding

products of the same type, but the difference in price is not high. It is possible to

look through the price list is updated recently between Coca-Cola and Pepsi:

Name Types Price

Coca-Cola Classic Can 330mL 7.600

Glass bottle 5.000

PET plastic bottle 390mL 5.700

PET plastic bottle 1.5L 16.500

Diet Coke Can 8.000

Name Types Price

Pepsi Classic Can 330mL 7.500

Glass bottle 5.000

Plastic bottle 400mL 4.900

Plastic bottle 1.5L 15.200

Pepsi Light Can 330mL 5.200

d. Promotion:

To get the great success in Vietnam market, Coca-Cola Company’s marketers have

used communication tools effectively. They understand the psychology of

consumers, and realize that promotion activity is one of the best tools to promote

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the image of any products. Coca-Cola Company has launched many promotions to

attract buyers, gain the market share and even get the concurring from customers in

social responsibility part. For example, in 2013 and early 2014, Company has

created some promotion activities:

o “Flip Coca-Cola, Find the Lucky” from June 10th to September 7th in 2013.

The target of this promotion is all individuals living in the territory of

Vietnam buying promotional products (Coca-Cola, Fanta, Sprite and

Samurai, both plastic bottles and glass bottles). Person can flip the bottle

caps and find the lucky code under caps to have a chance getting the prize

of Vinaphone (Samsung Galaxy S4, Sim kit,etc.)

o “Happy New Year with Coca-Cola” from 11th to 19th of January in 2014.

Company has collaborated with local authorities to organize in 7 districts

across the country in order to contribute a cozy New Year and convey the

good wishes for people having difficult circumstances. That was the 8th year

organizing this activity to give gifts into poor families and union members.

Many Coca-Cola red trucks and volunteers directly brought 2,500 gifts to

each person at Thuong Tin (HN), Dong Anh (HN), Hoa Vang (DN), Lien

Chieu (DN), Thu Duc (HCMC), Can Gio (HCMC), Cu Chi (HCMC). The

total amount given included 50 tons of rice, 7,500 bottles of soft drinks,

valued at more than 1.2 billion.

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 o In Tet Holiday of 2014, Coca-Cola has launched 3 impressive programs:

 Launching new package with “An – Tai – Loc”

 Film broadcast advertising of “Tet Gan Ket” in 10 TV stations at

7:45 p.m on December 3rd, 2013

 Program “Create Tet Logo” on Facebook Apps

e. Place:

All products of Coca-Cola are produced in three manufactories – sHanoi, Danang, Ho

Chi Minh City. In 2001, Vietnam Government agreed to merge these manufactories

under centralized management structure, with the main manager role of CCBV in Ho

Chi Minh City. Three manufactories in three parts of Vietnam (Northern, Central and

Southern) help Coca-Cola Company expand the distribution network, which is the

most important part for the sales of company - in region and always provide products

enough for the retailers (supermarket, minimart, cafes, restaurants …) in those areas.

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 Because Pepsi – biggest rival of Coca-Cola – entered into Vietnam market before, so

Pepsi has reached more retailers than Coca-Cola. So company often focus on expand

and attract more retailers by providing support activities such as gifting, support for

decorating store, financial support,etc.

3. SWOT:

a. Strengths:

The best global brand in the world in terms of value: According to Interbrand, The

Coca Cola

Company is the most valued ($77,839 billion) brand in the world.

World’s largest market share in beverage: Coca Cola holds the largest beverage

market share in the world (about 40%).

Strong marketing and advertising: Coca Cola’ advertising expenses accounted for

more than $3 billion in 2012 and increased firm’s sales and brand recognition. Coca

Cola organized so many interesting and attractive events. Besides, Coca Cola also

invests strongly in ads on television. These ads are so effective in popularity image

Coca Cola.

Suitable price with almost social class: Coca Cola is very popular beverage in the

world and their price is also cheap. In Vietnam, Coca Cola is suitable with every class

of social included pupils, students, etc.

Most extensive beverage distribution channel: Coca Cola serves more than 200

countries and more than 1.7 billion servings a day. In Vietnam, two main distribution

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 channels of Coca Cola are very effective:

Customer loyalty: The firm enjoys having one of the most loyal consumer groups.

Bargaining power over suppliers: The Coca Cola Company is the largest beverage

producer in the world and exerts significant power over its suppliers to receive the

lowest price available from them.

Corporate Social Responsibility (CSR). Coca Cola is increasingly focusing on CSR

programs, such as recycling/packaging, energy conservation/climate change, active

healthy living, water stewardship and many others, which boosts company’s social

image and result in competitive advantage over competitors.

b. Opportunities:

Bottled water consumption growth: Consumption of bottled water is expected to

grow both in the rest of the world.

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 Increasing demand for healthy food and beverages: Due to many programs to fight

obesity, demand for healthy food and beverages has increased drastically. The Coca

Cola Company has an opportunity to further expand its product range with drinks that

have low amount of sugar and calories.

High technologies: High technologies offer many advantages for producing,

packaging. Technologies are developing day by day, this is a great opportunity for Coca

Cola to decrease the cost.

Growing beverages consumption in emerging markets: Consumption of soft drinks

is still significantly growing in emerging markets, especially BRIC countries, where

Coca Cola could increase and maintain its beverages market share.

c. Weaknesses:

Significant focus on carbonated drinks: The business is still focusing on selling

Coke, Fanta, Sprite and other carbonated drinks. This strategy works in short term as

consumption of carbonated drinks will grow in emerging economies but it will prove

weak as the world is fighting obesity and is moving towards consuming healthier food

and drinks.

Undiversified product portfolio: Unlike most company’s competitors, Coca Cola is

still focusing only on selling beverage, which puts the firm at disadvantage. The overall

consumption of soft drinks is stagnating and Coca Cola Company will find it hard to

penetrate to other markets (selling food or snacks) when it will have to sustain current

level of growth.

High debt level due to acquisitions: Nearly $8 billion of debt acquired from CCE’s

acquisition significantly increased Coca Cola's debt level, interest rates and borrowing

costs.

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 Negative publicity: The firm is often criticized for high water consumption in water

scarce regions and using harmful ingredients to produce its drinks.

Brand failures or many brands with insignificant amount of revenues: Coca Cola

currently sells more than 500 brands but only few of the brands result in more than $1

billion sales. Plus, the firm’s success of introducing new drinks is weak. Many of its

introduction result in failures, for example, C2 drink.

d. Threats:

Changes in consumer tastes: Consumers around the world become more health

conscious and reduce their consumption of carbonated drinks, drinks that have large

amounts of sugar, calories and fat. This is the most serious threat as Coca Cola is mainly

serving carbonated drinks.

Water scarcity: Water is becoming scarcer around the world and increases both in cost

and criticism for Coca Cola over the large amounts of water used in production.

Legal requirements to disclose negative information on product labels: Some Coca

Cola’s carbonated drinks have adverse health consequences. For this reason, many

governments consider to pass legislation that requires disclosing such information on

product labels. Products containing such information may be perceived negatively and

lose its customers.

Decreasing gross profit and net profit margins: Coca Cola’s gross profit and net

profit margin was decreasing over the past few years and may continue to decrease due

to higher water and other raw material costs.

Competition from PepsiCo: PepsiCo is fiercely competing with Coca Cola over

market share in BRIC countries. Although in Vietnam, Coca Cola still leads the

beverages market, PepsiCo is a strong competitor.

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 Saturated carbonated drinks market: The business significantly relies on the

carbonated drinks sales, which is a threat for the Coca Cola as the market of carbonated

drinks is not growing or even declining in the world.

4. SWOT Analysis:

SO STRATEGIES

S1. The best global brand in the world in terms of value

($77,839 billion)

S2. World’s largest market share in beverage

S3. Strong marketing and advertising

Use Strengths to take advantages
S4. Suitable price with almost social class
of Opportunities
S5. Most extensive beverage distribution channel

S6. Customer loyalty

S7. Bargaining power over suppliers

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O1. Bottled water consumption  S2+S3 vs O1+O4:

growth Develop high quality product, especially in emerging

O2: High technology markets

O3: Increasing demand for healthy  S2+S6+S7 vs O3:

food and beverage. Research and develop products which are good for

O4: Growing beverages health of customers

consumption in emerging markets

WO STRATEGIES

W1. Significant focus on carbonated drinks

W2. Undiversified product portfolio

Improve weaknesses by taking W3. Negative publicity

advantages of Opportunities W4. Brand failures or many brands with insignificant

amount of revenues

O1. Bottled water  W1+W2+W3 vs O1+O2+O3:

consumption growth Diversified product portfolio, besides carbonated drinks to care

O2: High technology the healthy consumers with amazing advertising programs.

O3: Increasing demand for (related diversification).

healthy food and beverage. Products made from healthy materials (related diversification)

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O4: Growing beverages

consumption in emerging

markets

ST STRATEGIES

S1. The best global brand in the world in terms of value

($77,839 billion)

S2. World’s largest market share in beverage

Use the Strengths to
S3. Strong marketing and advertising
reduce/avoid the impact of
S4. Suitable price with almost social class
Threats
S5. Most extensive beverage distribution channel

S6. Customer loyalty

S7. Bargaining power over suppliers

T1. Changes in consumer  S3+S6 vs T1+T4:

tastes Provide many thank you programs or build up the customer

T2. Water scarcity and wasting service well. (unrelated diversification)

environment Create a fan page in social network (forward integration)

T3. Legal requirements to  S4+S7 vs T5+T6:

disclose negative information Take advantages of bargaining suppliers to enhance products

on product labels for folio. (related diversification)

T4. Competition from PepsiCo Buy with the suitable price to compete with Pepsi Co (market

T5. Negative publicity. development)

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 T6. Saturated carbonated

drinks market

 From these above SWOT, we are going to conclude following issues regarding to Coca Cola

Company.

V. Key Issues:

1. Undiversified products problem: Coca Cola is significantly focuses on carbonated drink.

Meanwhile, as we mentioned above, consumers have become more health conscious and

reduce their consumption of carbonated drinks, drinks that have large amounts of sugar,

calories and fat. If Coca Cola still not develop their products, their sale could be decrease

fast.

2. Brand failures or many brands with insignificant amount of revenues: Coca Cola currently

sells more than 500 brands but only few of the brands result in more than $1 billion sales.

Plus, the firm’s success of introducing new drink is weak. Many of its introduction result

in failures.

3. Competitor Pepsi: Pepsi is a very strong competitor of Coca Cola. If Coca Cola does not

keep the development, it is completely possible that Pepsi can be exceeding Coca Cola.

VI. Marketing Plan:

A. Objectives:

To make solutions for above issues regarding Coca Cola, we are going to set following

objectives:

1. Developing new potential products.

Page | 39
 2. Bringing images of new products popular to customers in an effective way through

marketing strategy.

3. Increasing market share.

B. Marketing Strategy:

Coca-Cola is one of the leading manufacturer in beverage industry in the world. Coca-

Cola offers variety of brands such as Coca-Cola Classic, Diet Coke, Fanta, Sprite,

Dasani water, etc. The Coca-Cola brand has been adopted the strategy of global brand.

They are considering the world market as single market place and use consistency

marketing strategy for many years. However, now the trend is differencing marketing

campaign for typical region of the world.

Product Life Cycle:

Product go through a series of distinct stages: Introduction, growth, shake out, maturity

and decline. In the world market, Coca-Cola is defined as a dominant player in United

States, Europe and Asia, Africa. In U.S.A & Europe it has reached maturity stage where

it can’t expand its market more but if we consider Asia, it is still in the growth phase.

Coca-Cola is currently going through the maturity stage in Western countries. This

maturity stage lasts longer than all other stages. Management has to pay special

attention to products during this stage of the product life-cycle. During the maturity

stage, products usually go through a slowdown in sales growth. According to statistics

from vietstock.vn, in the fourth quarter (2013), sales of Coca-Cola decreased by 4%

compared with the same period the previous year, from $ 11.47 billion the same period

a year earlier to 11.04 billion U.S. dollars. Meanwhile, in the fourth quarter (2013) profit

fell 8.5%, from $ 1.87 billion the same period a year earlier to 1.71 billion U.S. dollars.

During the third quarter, Coca-Cola's profit fell 24% over the same period the previous

year, revenue was only 5.66 billion U.S. dollars.

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Specializing in Vietnam, Coca-Cola is concerning as a growth stage. Although

declaring loss in many years but the revenue of Coke is not stop increase in many years.

According to statistic of Ho Chi Minh City tax department, the revenue of Coke in 2010

is double times compared to the revenue in 2008, after only 2 years:

(http://kinhtedautu.vn/news/detail/1538/dau-tu-nuoc-ngoai-va-doanh-nghiep-dan-

toc.cnv)

So the strategic market objective of Coca- Cola in Vietnam should increase competitive

position and invest more.

Business Strategy:

When investigating Miles and Snow's four strategies, defenders, prospectors, analyzers

and reactors, we define that Coca-Cola act as an analyzer. We think this strategy suitable

for Coca-Cola market in Vietnam. Analyzer strategy is between Prospector and

Defender strategy. It attempts to maintain a strong position in its core product-market

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 and continue research and develop to expand new product that regarding to exist

product line.

Pepsi- the main competitor of Coca- Cola has the number of beverage product

equivalent to Coca in Vietnam. Coca-Cola core product is Coca-Cola and it has many

products such as Fanta, Sprite, Samurai … that developed from carbonated products.

They develop their added product in each brand such as Strawberry Fanta, Forest Fruit

Fanta of Fanta line beverage.

From objectives mentioned above, we are going to offer some solutions for improving

the marketing strategy performance of Coca Cola Company:

1. Product Strategy:

Research and development new beverage packaging and product portfolio of Coca-Cola

is one of the solution for Coca- Cola to expand competition. It can help gain brand value

and improve the customers’ satisfaction.

R&D products which are good for health of customers, made from healthy materials

can change the negative image of Coca with difficult people and expand market share.

Improve packaging by beautiful and creative design, useful to create new feeling for

customer: unique, funny, style and fresh.

Besides good design, the beverage container is unique in the way the consumer is

encouraged to re-use it. The material to produce beverage is friendly with environment

(eco- friendly). Increase brand value for Coca- Cola. This product can satisfying

customers.

2. Price Strategy:

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 Price strategy of coca in order to provide appropriate price to consumers and make them

comfortable about price and product quality, short the distance between introduce

products and customers.

Coca-Cola have a high market share, competitor pressure has forced customer

sensitivity to price to be fairly high, sales volume is of course high and profit margin is

fairly low as the Coca-Cola products are fast moving consumer goods. The price

strategy based on the customers’ psychology. For example, the housewives also prefer

to buy the cheaper products. This points to penetration strategy. Penetration pricing

means the setting of lower rather than high prices to achieve potentially dominant

market share.

This can only be done where demand for the product is believed to be highly flexible,

basically demand is price sensitive and either new consumers will be attracted, or

existing consumers will buy more of the product because of a low price.

A good penetration strategy may lead to large amount of sales and large market shares.

The main product may be priced low to attract sales, customers are then sold

accessories. This strategy will work nicely in promoting re-use of Coca-Cola packaging

via a beverage holder.

Price Penetration is most appropriate in industries where standardization is important.

The product that achieves high market penetration often becomes the industry standard,

in regards to the new Coca-Cola beverage vessel, it is trying to create a standardization

of how consumers use the beverage container. Currently, the price of Coke products in

VN market is higher than the respective products of the same type, but the difference in

price is not high.

3. Advertising:

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 Advertising is very important with any brands and products, especially with new
products. There are Advertising Forms that Coca Cola Company can apply:
Advertising Form Strengths &Weaknesses
Billboards • Strengths: Seen by a large
audience, hard to avoid, large
presence, people highly
receptive.
• Weaknesses: Because its an
old form of advertising and so
widely used consumers learn to
ignore it, doesn’t target
audience.
TV Adverts • Strengths: Seen by a large
audience, can be targeted on
specific programmes/channels,
good communication device.
• Weaknesses: watershed on
junk food soon in place, Sky+
and digital TV allows skipping
of adverts.
Tools or tactics
Coke have incorporated
interesting billboards before,
they frequently advertise on the
neon displays in both
Piccadilly Circus in London
and Times Square New York.
They have also used 3D
billboards in the United States.
Unnecessary for product
launch as consumers will
probably be more inclined and
used to this form of advertising
by 2015.
Coke have good cult TV
adverts, such as their Christmas
advert which consumers pay
attention to seeing around this
time of year. Watershed on
junk food advertising will
prevent current Coca-Cola
Page | 44

Magazine/Newspaper • Strengths: Target market
specific, readers highly
receptive.
• Weaknesses: consumers have
learnt that glossy magazines
are full of adverts and flick
through them.
Public/Street Furniture • Strengths: Seen by a large
audience, events or places e.g.
football stadium, good for
brand association.
• Weaknesses: Not long
timescale, needs to be updated
frequently to attract audience.
Not always reaching target
Online advertising • Strengths: Can be targeted on
specific websites, good
communication device, cheap
products being advertised, like
McDonalds though, The
proposed idea will help combat
this and mean this form of
advertising is still viable.
Advertising in lifestyle
magazines with any emphasis
on sports, fitness, health and
crossovers in cokes lifestyle
image would be a viable form
of advertising for the new
product.
Continue Coca-Cola’s
sponsorship of Olympics and
UK football leagues with
emphasis on Coke’s range of
healthier drinks. Good for
brand image lifestyle and looks
better for coke’s social
responsibility.
In the form of email to
subscribers, informing them on
new product. TV style adverts
can be directly shared with
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• Weaknesses: Email’s from users on the social networking

businesses can be flagged as site YouTube and good adverts

SPAM, Opportunities in social have created cult followings on

networking sites for viral the Video websites.

advertising.

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 Besides, in Vietnam, there is just one official website of Coca Cola Company, but that

website is too simple and boring, it cannot attract customers.

In products category, there is only 1 article

Therefore, Coca Cola Company should build a new website included:

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  Introduction about Coca Cola Company: this helps breading the image of company

more popular.

 Products: bringing customers about images and information of products such as

price and features.

 News: providing customers last new information regarding to Coca Cola Company

and its products.

 Promotions: providing customers information about promotions of Coca Cola

Company.

 Interactive activities: Improve the interaction between customers and website. For

example, website can provide some interesting games regarding products of Coca

Cola Company. It should also provide online support tools for customers.

4. Personal selling:

The sales force needs to communicate with current distribution channels for Coca-Cola.

The instant Personal selling of Coca Cola Company in Vietnam is quiet good. But in

Vietnam, Coca Cola should open more vending machines which can serve customers

24/7.

5. Sales promotion:

Now, Sale promotion is the well way to impact on consumer behavior, stimulate sales.

The promotion program must match lifestyle, psychology and personality of customer,

such as winning promotion program on Coke products with attractive prizes (travel,

dinning out with idol, smart phones, music concert tickets for Kpop, US-UK, etc.)

However, more promotions will cause psychological addiction by promotional for

customer, Coke should not make "addiction", especially with targets customer is

younger, which is not high loyalty.

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 We find some types of sales promotion and analyze strength and weakness, tactics and

tools to complete them:

Sales Promotion Strength and Weakness Tactics and Tools

Price deal:  Strengths: : Great response As the pricing strategy

A temporary reduction in in Fast is penetrative this

price. Moving consumer goods would be a well

where brand worthy promotion

Loyalty isn’t definitive. form.

 Weaknesses: Sales Volume

might not reach desired

target and profit margins

might not meet

requirements.

Loyalty rewards program:  Strengths: Provides Loyal customers with

Consumers collect points, incentive to be brand loyal, the refillable bottle

miles, or credits for new customers encouraged will reap benefits of

purchases and redeem them to switch brands to get price reduction

for rewards. reward. Compared to

 Weaknesses: advertising competitors because

has to be in place about the they won’t be

scheme purchasing packaging.

Contests/sweepstakes/games:  Strengths: Good prizes are Contests linked with

The consumer is likely to draw repeat Coca-Cola

automatically entered into purchases to try again. sponsorship

companies, such as

Page | 49
 the event by purchasing the  Weaknesses: Large brands competitions for

product. are likely to put people of tickets to sporting

thinking their chances of events.

winning is lower.

6. Public relation:

The PR activity bring a new positive image, creative, energetic, familiar and close to

customers for Coca Cola.

Press release can increase brand image appeal, show socially responsible of company.

Coca Cola can often focus on activities for young people such as organize or sponsor a

number of sports activities, trips, adventure, and singing contest ...to increase its level

of perception and trust from customer.

7. Direct marketing:

Direct marketing’s effectiveness can be measured directly. If Coca Cola Company sent

out one million mail advertisements/promotions, and ten thousand customers can be

tracked as having responded to the promotion, Coca Cola can see the campaign led

directly to the responses.

Besides email, Coca Cola should also take full advantages of social networks such as

Facebook, Youtube, etc. Customers can respond directly through these channels.

C. Action Plan:

Following is Action Plan for launching products

Activities Objectives Start Date Complition Date

Take new product to

Market Test 2 months
customers to see the

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 reaction of customers

to product.

-Announce the born of

product After finish the

Press Release 1 day
-Portray a better brand Market Test

social responsibility.

Bread image of
TV Advertising After Press Release 6 months
product to customers

Initial price reduction

Sales Promotion After Press Release 2-3 months
to increase market
share.

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 VII. Controls:

Control Activities Time

Control market testing Collect feedback from customers to After finish Market

improve products and marketing plan Testing

Control Advertising Evaluate based on responsiveness (view, 3 months after

feedbacks) of customers through the running Advertising

company website, social networks.

Control Sales Promotions Evaluate from the Sales Report and have 2 months after

the suitable adjustment running Sales

Promotions

VIII. References:

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