Marketing for a New Coca Cola Drink

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Recommended: Questionnaire data collection and analysis

Marketing for a New Coca Cola Drink

The Coca Cola Company requires ideas on the development of a new fizzy

Coca Cola Drink. It must utilise the flavours and styles of existing

Coca Cola Fizzy Drinks, but capture a currently untapped or

unfulfilled market segment.

You need to consider the current market, find a suitable segment and

develop a marketing strategy for your idea.

Market research -

Identify the most appropriate sources of primary and secondary data

and consider which will provide you with the most effective

information.

Collect secondary data on the market including demographics, trends,

segments and competitors. Refer to the usefulness of marketing

information databases for this process.

Use primary sources of information (such as a survey using a

questionnaire) to help you come to a decision about your product.

Explain why you chose to use a particular method.

Consider the validity of the information you have gathered.

Summarise your findings clearly.

Marketing models -

Product Life Cycle

BostonMatrix

Ansoff's Matrix

Using these models, assess The Coca Cola Companies current portfolio

and consider a range of alternatives for the development of product

lines and markets.

SWOT and PESTAnalysis -

Assess The Coca Cola Company through the use of a SWOT analysis and

comment on the results of your findings.

Undertake a PEST analysis in order to gain an understanding of the

external environment in which The Coca Cola Company is operating.

Explain how these relate to the development of your strategy.

Marketing Mix -

Your findings should now enable you to develop a detailed marketing

mix for your chosen product.

What is the product (including packaging)?

What is the pricing strategy and are there alternatives?

Where is the place it will be sold (including distribution)?

What promotional mix will you use?

Evaluation -

Briefly summarise your strategy and identify some of the potential

problems that may occur if your idea was put into action.

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