By:

Chhavi Bajaj
Priya Verma

INDEX
1. Market Planning
2. Product Marketing Strategies
3. Market Potential and Forecasting
4. Portfolio Analysis

MARKETING PLAN
It is a written document
containing guidelines for the
business centers marketing
programs and allocations over the
planning period.

MARKETING PLAN
It is a written document
containing guidelines for the
business centers marketing
programs and allocations over the
planning period.

MARKETING PLAN
OBJECTIVES
To define the current situation facing
the product
To define problems and opportunities
facing the business.
Establish objectives
Define strategies and programs to
achieve the objectives
To pinpoint responsibility
Encourage careful and disciplined
thinking
Establish customer competitor

FREQUENT MISTAKES
IN THE PLANNING
PROCESS

The speed of the process

The amount of data collected
Who does the planning?
The Structure
Length of the plan
Frequency of Planning
Number of courses of Action
Considered
Insufficient senior management

THE PLANNING
PROCESS
Planning
(Analysis,Objectives,
Strategies)

Evaluating

Top Down Planning

Bottom Up Planning

Implementing

MARKETING PLAN
SEQUENCE
Update
historical Data
Collect current
situation data
Data
Analysis
Develop
objectives,
strategies,
programs

Develop
financial
documents

Negotiate
final plan
Measure
progress
towards
objectives

Audit

MARKETING PLAN
OUTLINE
Executive Summary
Situational Analysis
Objectives
Product/Brand Strategy
Supporting Marketing Programs
Financial Documents
Monitors and Controls

MARKETING
PLAN
OF
COCA COLA

Introduction of the Company

Founded in 1892
Headquartered at Atlanta, Georgia-USA
Currently offers more than 500 brands in over 200
countries
Provides 1.7 billion servings a day
Of this Coca Cola(Coke) accounts for nearly 78%
Sales distributed as follows: 42%(USA), 38%
(Mexico, India, Brazil, Japan and China), 20%(Rest
of the World)
Employees: 1,39,600

Executive Summary
Doubling the revenues by 2020
Making a positive difference in the communities
Project the company as a responsible corporate
citizen
a) Sustainable water use & packaging
b) Climate protection
Lift the corporate brand image
Connect with global middle class by creating new
products and packaging formats for all lifestyles
and occasions.

Objectives of the Company

Mission:
To Refresh the World... In body, mind, and spirit
To Create Value and Make a Difference...
Everywhere we engage.
Vision for 2020 Sustainable Growth:
PROFIT: Maximizing return to shareowners while
being mindful of our overall responsibilities.
PEOPLE: Being a great place to work where people
are inspired to be the best they can be.
PORTFOLIO: Bringing to the world a portfolio of
beverage brands that anticipate and satisfy
peoples Desires and needs.
PARTNERS: Nurturing a winning network of
partners and building mutual loyalty.
PLANET: Being a responsible global citizen that
makes a difference

Current Market Situation in

India
The carbonated drinks market is close to Rs 6,000
crore ($1.36 billion) with growth at 10-12 per cent
The fruit juices and fruit-based drinks market is close to
Rs 5,000 crore ($1.13 billion), growing at 35-40 per cent
annually.
The total turnover of the tea industry is over Rs 8,000
crore ($ 1.8 billion), growing at a rate of 1.2 per cent
annually.
India is the worlds 5th largest producer of coffee,
accounting for 4 per cent of the worlds production.
In India, Coca Cola and Pepsi hold a market share of
95% of which coca cola has 60.8% the rest belongs to
Pepsi.
Main Indian Competitors:
Pepsi Co.-Pepsi, Slice, Dew, Mirinda, Tropicana Juice,
Lipton Tea ,Nestl-Nestea and other Milk Related
Products,
Dabur-Real Fruit juice

Products To Offer in

Situation
Aerated Drinks
Coca Cola
Diet Coke
Sprite
Thums up
Maaza
Limca
Kinley Soda
Juices Minute Maid
Iced Tea Nestea
Water Kinley Water
Tonic Water Schwepps
Energy Drink Burn
Canned Coffee Georgia

Current Market

SWOT
ANALYSIS

Marketing Strategy
Marketing Mix:
Product:
Product Line- create new
flavors
Quality
Focus on health- sweet
less, low carbon dioxide gas
Product Packaging

Modulation in Prices
Price:
Providing credit facility to
the distributor which helps
them to proper running of
their business

Intensive Distribution
Place:
Strategy
Warehouse & Delivery
Improving Marketing
Channels

Advertisements
Promotion:
Print Advertisements
Radio Advertisements

ACTION 1.Do research on customer

needs, wants and demands.
PROGRAMS
2.Create new flavors with more
design of packaging .
3.Provide more credit facility to
the new and old wholesalers in
order to expand coca colas
brand to rural area
4.Start to build more partners
with local brands to offer our
products
5.Start to do more sponsors with
government, NGOs or other
events.

Implementation
Brand Localization Strategy
India A(4%):Life Ho To Aisi
India B(96%):Thanda Matlab
Coca-Cola
Use of Idiomatic expressions and Local language
Accessibility Campaign
Distribution Infrastructure: Retail Outlets Doubled
in 2 yrs.(From 80,000 to 160,000)
Doubled the Market Penetration in rural areas
(13% to 26%)
Campaign of the Year(2003), Advertiser of the
Year(2003)

Implementation through
Advertising:
Brand Ambassadors:
Coca Cola- Imran Khan, Aamir Khan, Virendar
Sehwag
Thums up-Akshay Kumar
Fanta-Genelia Dsouza
Sprite-Shahrukh Khan

Sponsorships:
1996 Cricket World Cup
IPL: Delhi Daredevils
English Football League(Coca Cola Championship,
League 1, 2)

Implementation through
Advertising:
Mass Media:
Advertisements in hollywood and
bollywood movies (Kaho Naa Pyar Hai, Rang
De Basanti, Taal, Shree 420, Kuch Naa Kaho)

Campaigns & Collaborations:

Dominos

Coke Studio with MTV

Diwali Campaign:
Deepawali

Come Home on

PRODUCT MARKETING
STRATEGIES
Marketing Strategies are the plans
that specify the impact a firm hopes
to achieve on the demand for a
product or product line in a given
target market.

ELEMENTS OF A
MARKETING
STRATEGY

1. Target Market Selection

2. Type of demands to be stimulated

Primary demand
Among new users
Among current users
Selective Demand
In new served markets
Among competitors customers
In current customer base

PRIMARY DEMAND
STRATEGIES
HOW DEMAND IS
IMPACTED

BASIC STRATEGIES FOR

INFLUENCING DEMAND

1. FOR ATTRACTING NON

USERS

Increasing the willingness

to buy
Increasing the ability to
buy

2. FOR INCREASING THE

PURCHASING RATE AMONG
USERS

Broadening Usage
Increasing Product
Consumption Level
Encouraging
Replacement

SELECTIVE DEMAND
MARKETING
STRATEGIES
HOW DEMAND IS
IMPACTED

BASIC STRATEGIES FOR

INFLUENCING DEMAND

1. For expanding the

served market

2. Acquire Competitors
Customers

2. Retaining /Expanding
demand within the current
customer Base

Broadening
Distribution
Product-Line Extension
Head to head
positioning
Differentiated
Positioning
Maintain Satisfaction
Relationship Marketing
Complementary
Products

STRATEGIES ADOPTED
BY TITAN
Promoted by tatas in 1987
Faced HMT in the market ,which was the dominant player.
Used Quartz watches to exploit weakness of HMT. It positioned its watches
as the premium segment.
Titan sought to shift the image of watches from mere time keeping devices
to that of lifestyle watches as part of ones fashion accessory.

STRATEGIES ADOPTED
BY TITAN
Titan used:
Heavy Promotion And Advertising
Innovative Distribution
In shop Presence Of Its Watches
A Clear Segmentation Of The Market And Launched Various Watched In Each
Of The Segments.
Titan used TIMEX To cover the lower end of the market and hence counter the
threat of the smuggled watches.
Watches as Jewellery:
Titan launched TANISHQ as jewellery watched in order to cover the premium
segment.