Marketing Plan for Coke

Marketing Plan for Coke

Vehicle for matching ends with means, or marketing resources with market opportunity, marketing planning becomes the mechanism through which a company is brought into line with the external environment. Through marketing research, the fundamental strategies of Carnel Coke are conceived on the basis of market needs, forces, and opportunities; and marketing is implemented as a philosophy of business operation and a way of corporate life. the main areas of research will be (1) target audience, (2) population (gender, socio-demographic and cultural factors), (3) income, (4) psychological characteristics of the determined target group. If required, marketing research can involve competitor’s analysis and position of Carnel Coke on the market (Kotler and Armstrong 2005).

The marketing research is crucial for Coke and new product launch because it determines the main advertising and promotion messages. The key question from a macro perspective, in the relationship of population to market expansion, is whether real income and real productive capacity per person are growing rapidly. If population increases create pressures on natural resources and real productivity cannot be improved to offset them, additional population will not result in expanding markets. Population projections are based on birth and death rates. Death rates seem to be rather predictable, but birth rates introduce an element of uncertainty. The demographics of the United States is being altered drastically. America is becoming younger. In direct opposition to the slackening birth rate is the burgeoning group of young adults. The aim of the market research for a particular product is to evaluate the target market potential. The life cycle is a socio-psychological concept that affords a perspective for the decisions and choices made at each stage of life (McDonald and Christopher 2003). Coke should recognize that life cycle is a broader concept than adult cycle or family cycle and encompasses both. Studies on consumption and life cycle try to find central tendencies in the characteristics and behavior of people during each stage of the cycle. Then stages are related to individual consumers, their tastes, consumption patterns, and actions. Coke should take into account that consumer attitudes are acquired at an early age, and parents, mass communication, and schools are influential, the concepts of what to purchase are adapted and changed as the individual leaves the family unit, marries, matures, and becomes a senior citizen. Through the life-cycle concept, a family may be viewed as a social group, and consumption studied in terms of changes in the social relations, status, roles of the members of the family, family size, and composition.