Expert Answer:Coca Cola Value Delivery and Value communication M

  

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Marketing Plan Draft 2
Draft 2 Instructions
Find independent user and third-party reviews. Independent user reviews are from sources other than
company origins. Examples include sources such as user forums, Amazon reviews from purchasers, Yelp
reviews, etc. Third party reviews come from sources other than company origins, such as Consumer
Reports, CNet and independent, non-company sources. To search for third party reviews, use a search
engine using strings such as XXX reviews, where XXX is your marketing plan brand name. Next do the
same for the brand you selected as its key competitor.
Populate the cells in pages 2 – 6 of this document with your findings.
Page 2: Brand Analysis –
1. Exchange (the need
your brand fulfills)
Coca-Cola fulfills the need for refreshment. The brand is known
for its cold sweet drinks to quench thirst or to enjoy with a meal.
2. The type of customer
behavior (impulse,
habitual, limited,
extended)
Most consumer would fall into the habitual category for Coke
products. Most soda drinkers dont put alot of involvement into
choosing what soda will drink but instead will just pick Coke
because it is a familiar product.
3. Primary reasons users
select your brand*
Availability is the primary reason users choose Coke. It’s
served and sold almost anywhere you can get soda therefore it
creates a familiarity and homogeneity since the consumers
have had it before, enjoyed it, and know they will have a
consistent experience with every use.
4. Primary reasons nonusers reject your brand*
Preference is the primary reason users reject Coke. Despite
the similarities in taste across brands, many users do preferer
the taste of some brands or flavors over that of Coke. For
many, these preference are very passionate ones therefore the
window of opportunity to convert these users is very small.
5. Primary way customers
use your brand*
The primary way customers use Coke is dining. Coke, for
many, is enjoyed alongside a meal either at home or at a
restaurant. Secondary to dining is on the go, many customer
will grab a Coke to enjoy in between meals to keep them going.
6. Central marketing
situation facing your
brand*
The Central Marketing situation facing Coke is health. Sodas
have received a bad reputation due to their high sugar content
and artificial ingredients. This is pushing many health
conscious consumer away from the product especially when
sugar free alternatives exist.
*Must be based on user reviews, third party reviews and consumer, competitors and industry
trends
Page 3: Consumer Segment Analysis –
Your Buyer Segment (key
customer) Items
Coca – Cola’s Market Segmentation
1. Segment Description
a. Age: Ranges from the age of 15 – 35.
a. demographic,
Gender: Both male and female. Also focus on packages for
different family sizes.
b. geographic,
Income: All levels of income
c. lifestyle,
b. Urban and suburban areas of the United States of America.
d. benefit and
c. Modern, busy lifestyle and mobile generation.
e. behavioral
d. Prizes on packages, such as the ones during the world cup.
Regarding benefit of convenience, consumers can find coca cola in
most if not all of the grocery store across the country.
e. The behavioral of coca cola’s consumers are when they develop
a need to purchase. For example when consumer are in a
restaurant. Another example is during the summer when is hot,
coca cola wants consumers to buy their product for refreshment.
2. Motivation, Need or Useuser behavior analysis,
involvement level, emotion,
primary reasons for purchase
and use
The primary reason/motivation for consumers to buy Coca- Cola is
to take away their thirsty and to provide a refreshment feeling.
Furthermore, Coca – Cola is a very well known brand for its
commercials that often shows a refreshing and fun experience one
can have by drinking Coca – Cola. Such commercials have a power
influence over its consumers’ emotions and it can easy influence
the consumer behavior/involvement with the brand.
Page 4: Marketing Plan Team Recommendations (A)
How key issue in
page 2 item # 6
will be addressed
Value Creation:
In the cell to the
right, summarize
the ways your
team
recommends the
offering be
changed or
improved to
meet the issue
listed on page 2
item # 6.
Value Capture:
In the cell to the
right, summarize
the ways your
team
recommends the
pricing strategy
and tactics be
changed or
improved to
meet the issue
listed on page 2
item # 6.
List Your Buyer Segment Name Here and Summarize the Recommended
Initiatives that Address the Key Issue listed on Page 2 Item # 6
Insert here: List the product and service changes required to fix the
brand’s key issue. See Chapters 11 – 13.
Consumers are looking for products that are more natural and with less
sugar. Coca-Cola is continuing to create healthier products by keep
pushing and offering non-sugar drinks such as diet coke, coke zero etc.
Coca Cola can develop drinks that are both hydrating and nutritious. One
of the ways Coca-cola can improve on their value creation would be
offering a smaller portion of the drinks to help consumers to have control
over what they are drinking and also controlling their sugar consumptions.
Insert here: List the price changes required to fix the brand’s key issue.
See Chapters 14 and 15.
Page 5: Marketing Plan Team Recommendations (B)
How key issue in
page 3 item # 6
will be
addressed
Value Delivery:
List Your Buyer Segment Name Here and Summarize the Recommended
Initiatives that Address the Key Issue listed on Page 2 item # 6
Insert here: List the location and IT support changes required to fix the
brand’s key issue.
In the cell to the
right, summarize
the ways your
team
recommends the
fulfillment,
delivery and
omnichannel
retailing be
changed or
improved to
meet the issue
listed on page 2
item # 6.
Value
Communication:
In the cell to the
right, summarize
the ways your
team
recommends the
promotion be
changed or
improved to
meet the issue
listed on page 2
item # 6.
Insert here: List the promotional changes required to fix the brand’s key
issue.
Page 6: Marketing Plan Team Recommendations ©
Evaluation and
Control (What
metrics will
show the plan is
working?):
In the cell to the
right, list the
measures your
team
recommends
tracking to
indicate that the
issue listed on
page 2 item # 6
is working.
Insert here: List the metrics to be tracked that inform marketing how well
the plan is working.

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