ASSIGNMENT ON

MARKTING PLAN OF COCA-COLA

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DEPARTMENT OF TOURISM AND HOSPITALITY
MANGEMENT
COURSE CODE: 6005 (A)
COURSE NAME: MARKETING MANAGEMENT
TOPIC: MARKETING PLAN OF COCA-COLA

SUBMITTED TO: DR. SANTUS KUMAR DEV.

Name ID
Mohammed Marjukur Rahman 71929001
Tareq Ahmed 71929009
B.M.Shahjala Ahammed 71929027
Tanvir Hussain Shaikat 71930005
Musfiq Ahanaf Ador 71930006
Mahmuda Sharmin 71930034
Fazlur Rahaman Munna 72031004
Jhannatul Ferdoushi Mimi 72031011
Mohammad Ibrahim 72031021

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Letter Of Transmittal

January 30th, 2022

DR. SANTUS KUMAR DEV

Chairman

Department of Tourism and Hospitality Management

University of Dhaka.

Subject: Submission of assignment on “ Marketing plan of Coca Cola ”

Dear Sir,

Here is the assignment that we were assigned on the topic“ Marketing plan of

Coca Cola ” as per your request. The assignment has been completed by the

knowledge that we have gathered from the course “ Marketing Management”. We

have devoted our best effort to complete this assignment meaningfully and

correctly, as much as possible. If you need any clarification on this assignment, we

shall be available for this.

Yours obediently,

Group Center Pole.

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 Table of Contents

Executive summary…………………………………………………………………..5
Introduction…………………………………………………………………………..6
Current market situation…………………………………………………………….7
Opportunity and threat analysis……………………………………………………..12
Objective and Issues…………………………………………………………………15
Marketing strategy…………………………………………………………………..16
Action Programs……………………………………………………..........................24
Budget…………………………………………………………………………………21
Controls…………………………………………………………………………….....26
Conclusion…………………………………………………………………………….28
Reference……………………………………………………………………………...29

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 Executive summary

This report is based on the Coca-Cola. This is one of the most leading global company that is also

working in Bangladesh. In this report we will analyse the market of Coca-Cola Bangladesh and

plan a marketing strategy for the brand.

However, in Bangladesh it is marketed by Abdul Monem Limited under the authority of the Coca-

Cola Company, USA. As the world’s largest beverage producer, Coca Cola sells its products in

more than 200 countries worldwide. The Coca-Cola system is not a single entity from a legal or

managerial perspective, and the Company does not own or control all of the bottling partners.

While the view of the Company as simply "Coca-Cola," its system operates through multiple local

channels and the channel of Bangladesh is Abdul Monem Limited. This company manufactures

and sells beverage bases. Moreover it owns bottling operations, the brands and responsible for

consumer brand marketing initiatives. Coca-Cola has become one of the most famous and widely

consumed brands in Bangladesh.

In this report we will create a marketing plan by mentioning the current situation of the brand,

analysis the opportunity and treats for the brand. Also we will object some issues and plan a

marketing strategy and action plans according to Bangladesh.

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 Introduction

Coca-Cola is one the oldest and famous brand in Bangladesh. From the last 50 year Coca cola has

been marketing its products through local representatives of Bangladesh. However, now it is

marketed by Abdul Monem Limited. This company is the distributor of Coca-Cola, Sprite and

Fanta in Bangladesh. Soft drinks brand Coca-Cola last year announced plans to start its own sales

and distribution operations in Bangladesh with around $200 million. Which is a great news for

Bangladeshi economy. As Coca-Cola finds a huge business in Bangladesh they took this kind of

initiatives in this current situation going on around the world economy. And yes, Coca-Cola does

have a proper plan and capacity for execution of this investment and strategy. By this report we

will try to make a marketing plan for Coca-Cola in upcoming future.

Coca-Cola vision:

“Our vision is to craft the brands and choice of drinks that people love, to refresh them in body &

spirit. And done in ways that create a more sustainable business and better shared future that makes

a difference in people’s lives, communities and our planet” Coca-Cola mission:

“Refresh the world. Make a difference.”

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 Current market situation
We can all say for a beverage brand like Coca-Cola that, nobody is unaware of it in the entire globe

as well as in Bangladesh as it has surely become a household name for all of us. It would be

interesting for us to know about its origin prior to know its critical marketing strategies and

company’s belief to make it up to this stage. Coca-Cola’s current market situation in Bangladesh

is remarkable as follows,

Market Share

Being the popular company in the soft drink industry of Bangladesh, Coca Cola enjoys 2nd largest

market share in this country. This company controls about 25% of the Bangladeshi market. Global

Market Share

The market of Coca-Cola Company is geographically vast and it is controlling it with great success.

Coca-Cola covers 59% market share in global market.

Products

There are multiple brands of the Coca Cola Company in Bangladesh. This company not only deals

in the carbonated drinks but also other drinks. While launching its product, the marketing team

considers the culture of our country.

Major brands of coca cola in Bangladesh

Coke, Sprite, Fanta, Diet coke, Kinley etc.

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Price

Coca-Cola always tries to keep a standard price of bottles it also offers promotional discounts,

allowances, credit terms and payment period for the stores and Restaurants. Coca-Cola,

furthermore, offers discounts in a family size bottle frequently. The retail price of the beverage

products are 600 ml 40 TK, 1200 ml 65 TK, 2000ml 110 TK.

Promise of coke

The basic proposition of Coca-Cola’s business is simple, solid and timeless. When Coca-Cola

bring refreshment, value, joy and fun to all stakeholders, then they successfully nurture and protect

the brands, particularly Coca-Cola. That is the key to fulfilling the ultimate obligation to provide

consistently attractive returns to the channels of the business.

Distribution Channels

The company established an extensive distribution channel for all brand of Coca-Cola to make it

available throughout the country. It built six distribution centres in the seven divisions of

Bangladesh: Dhaka, Chittagong, Sylhet, Rajshahi, Khulna, and Barishal and Rangpur. From these

distribution centres, they will supply the Coca-Cola & other brands to different districts dealers.

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From dealers, the sales representatives will supply retail shops on the basis of their demand. The

small traders will purchase Coca-Cola directly from the dealers.

Coca-Cola makes two types of selling,

Direct Selling

In direct selling they supply their products in shops by using their own transports. They have almost

over thousands vehicles to supply their bottles. In this type of selling company have more profit

margin.

Indirect Selling

They have their whole sellers and agencies to cover all area in Bangladesh. Because it is very

difficult for them to cover all area by their own so they have so many whole sellers and distributor

agencies to assure their customers for availability of Coca-Cola products.

SOCIETAL MARKETING:

This section of the holistic approach requires companies to consider the well-being and goodness of

their surroundings, particularly the society as a whole. This could take into consideration the

environmental factors, serving and benefitting the less privileged people, abiding by cultural ethics

and morals and by involving in these activities with philanthropic organizations. When a company

engages in these activities, it greatly boosts its corporate and brand image insight of its customers

and benefits its stakeholders. The CSR model of the company comprises of 5P’s namely, people,

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partner, portfolio, profit, and the planet. As per recent statistics, Coca-Cola has conducted more than

5000 sustainability projects all over the world. In such projects, “Me, We and the World” the

beverage giant has made investments contributing to the development of the women labor force and

other entrepreneurial concurrences. Coca-Cola formulated the Corporate Social Responsibility

approach for the 'Live Positive' initiative, which encompasses specific areas: consumption

advantages, active living, environment, electricity and atmosphere, clean packaging, water and

conservation. Throughout turn, Coca-Cola continues introducing further measures to improve its

image. For instance, during India's environmental crisis, Coca-Cola had been a CEO Water Mandate

affiliate and coordinated with the World Wildlife Fund (WWF) on the company's water concerns and

management plan. Every year Coca-Cola contributes a minimum of 1% of its profit to multiple

projects, campaigns, and associations. On the year 2014, Coca-Cola emitted $126 hundred thousand,

or 1.3 percent of its net profits, which was allocated in constructive and safe living projects, water

conservation services, healthcare, woman entrepreneurship, and welfare and relief efforts services.

Being a part of CSR, the global beverage giant outlined a big project in Bangladesh namely the "Save

My School (SMS)" system administered at multiple schools. |MARKETING MANAGEMENT

PRACTICE OF MBA 649.3 (EDU) contributing to the improvement of the water and sewage

infrastructure of the schools, construction of a library, and making sporting equipment accessible to

the students. The campaign was successfully performed in 83 schools in Bangladesh. Coca-Cola has

supported approximately 600 children with uniforms and established a public hub for medical tests

in its bottling plant field in Bangladesh. Coca-Cola Bangladesh scheduled a tour by its international

president to mark the achievement of supporting 70,000 women develop in Bangladesh as SME-

sized businesses. Coca-Cola is operating the Women Business Center (WBC) initiative in

collaboration with the international development organization United Purpose – a pioneering

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platform for community advancement in a wide spectrum of markets. The corporate social

responsibility initiative of Coca-Cola, WBC, launched in Bangladesh in 2015 and the organization

aims to transform one lakh, tribal Bangladeshi woman, into SME sized businesses by the conclusion

of 2020.

RELATIONSHIP MARKETING:

The relationship marketing branch of the holistic marketing approach sheds light on a lengthyterm

client relationship and involvement instead of brief-term goals such as product sales and revenue.

The above approach focuses on directing marketing efforts at current customers in order to create

effective, social and transcendent consumer associations. Such links also help the company gain

regular profits, free brand awareness public relations and more leads. Consumers, shareholders,

financial bodies, manufacturers, distributors, government bodies and competing agencies are mostly

crucial stakeholders to gain and to retain as each has a direct effect on the company's performance or

loss. Approximately 94 percent of the global population is completely conscious of Coca-Cola's red

and white emblem. Coca-Cola has linked its goods to anything that is important to its consumers, and

which reaches their consciences. Through this approach, CocaCola relies on its consumers to boost

the company through their enthusiasm for the brand. CocaCola promotes on Facebook and wins more

clients through web media. Coca-Cola gathers all the consumer information from the Facebook page

to ensure a suitable customized experience to draw more consumers.

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 Opportunity and threat analysis:
Opportunity

 Growth in Existing Market: The only way to grow using existing products and

markets is to increase market share, according to small business experts. Market share is

the percent of unit that a company can holds within a certain market vs. all other

competitors. Increasing market share is by lowering prices.

 Expand into New Markets: Expanding into new market can be an effective way

to grow Coca-Cola business. A disciplined process will help CocaCola accurately assess

the potential of each growth opportunity.

 Define the Market

 Perform Market Analysis

 Assess Internal Capabilities

 Prioritize and Select Market

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  Develop Market Entry Option

 Expansion in New and Existing Market: Some strategies that may help

Coca-Cola grow their business to the next level.

 Add new products

 Sell more products to existing customers

 Expand into new territories

 Tap into new sales and delivery channels

 Increase Healthier Drink Options: Produce more healthy drinks like:-

 Coke Zero

Threats

 PepsiCo: Quality is one of the aspects that PepsiCo has prioritized in

It is committed to protecting its customers by winning their trust and confidence.

In order to keep consumers informed, all PepsiCo products have quality

assurance seals on them. It also adheres to environmental regulations to avoid

rubbing shoulders with the laws of respective countries in wrong ways. PepsiCo

challenges Coca-Cola through its promotions. It communicates to its customers

through celebrity figures, through music to attract the young generation and also

through games. It also uses the internet, media and sponsorships.

mixing dry or fresh ingredients with water. Production of Soft drinks can be

done at factories. Soft drinks can be made by mixing a syrup or dry ingredients

with carbonated water or by lacto-fermentation. Customers are more concern

about their health. So it is a big factor in this era of marketing.

 More Competitors Entering Carbonated Drinks Industry: Many more

competitors are entering beverage industry like:-

 Red Bull

 Fanta

 Lipton

 Nescafe

 Tropicana

 7 up

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 Objective and Issues
Objectives

The main objectives for the Coca-Cola Company are to be globally known as a business that

conducts business responsibility and ethically and to accelerate sustainable growth to operate in

tomorrow's world. By having these objectives, it forms the foundation for companies in the

decision making process.

Issues

The Coca-Cola Company aims to be globally known, they do this by targeting different areas

across the globe with different products, gaining their brand name and popularity. All the bottling

partners work closely with their customers such as convenience stores, grocery stores, movie

theaters and street vendors to create and use localized strategies developed in partnership with the

Company. Their competition with other beverage companies are also narrowed down as they own

various brands that could be possible competition. For example, the company sells Coke without

the competition of other popular soft drink brands like Sprite and Fanta because the company owns

those brands as well. The company often reviews and evaluates their business plans and

performance to improve their earnings and analyze their competitive position in the market. They

make decisions in realigning their business models to match the objectives of the company by

using strategies and tactics in the analysis of their performance.

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 Marketing strategy
Promotion

Coca-Cola’s promotion is something else and people all around familiar with this brand it’s

because of their excellence promotional activities. Because of interesting and unique promotional

strategies it’s now one of the most recognized and strong brand in the world as well as in

Bangladesh. Although it’s an American brand it has gone beyond American culture and instead

it’s trying to adopt world culture and they are most successful. It’s now producing its bottle of joy

in almost all the countries around the world. And all around the world they are equally popular.

The large part behind this is their quality and its promotional tools.

They generally manufacture a drink that most people enjoy along with that it has brought several

other companies that produce soft drinks to expand its wings but coca cola has always been the

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marketing king in the world of soft drinks. Basically memorable campaigns and ads they create

holds generation after generation. Each ad they make it’s like an art. We will be discussing about

some of their promotional tools and make marketing strategy for Coca-Cola Bangladesh. We will

follow the following step for promotion of Coca-Cola’s product .

Advertising

As Coca-Cola is one of the most valuable brand in Bangladesh and industry leader of carbonated

drinks, it has always published advertising that has touched people’s soul. It has provided some of

the most memorable ads we can ever think of for example “Bangla Ekhon Bangla Tokhon”

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campaign which released in 2019 and like this cocacola is building this sort of advertisement from

the very beginning of the operation in Bangladesh. Coca-Cola spend a huge budget on their

advertising each year. It has always shown the commitment on advertising is the key push to coke’s

success, So by this year in December 2020 we will launch a campaign named “Amar Desh, Amar

Valobasha” in the year end with some attractive advertising and target the “Victory day of
Bangladesh”.

Personal selling

Personal selling basically refers one to one selling to the customer .Coca-Cola has taken the

personal selling to another level. It has established lots of booth here and their which works like a

person from coke. You just pub money in the booth and you get a coke. It took this revolution on

another level. In our campaign we will introduce some automatic vending machine around the

major city of Bangladesh. People can have buy one get one coke offer on Victory day.

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Direct marketing:

Coca-Cola does its direct marketing in a different way. Generally direct marketing is calling or

talking to customer directly. Instead of calling customer coke call different organization and serve

customer through them. And in return those organization gets benefits from coke. A few of their

direct marketing are, merging with food chain: Coke merge with food chains where those food

chain only serve coke (example: KFC etc) so whenever customer visit those shops they will get

Coca-Cola’s product.

Public relation:

Coca-Cola does its PR activities though awareness campaign, CRS activities and different events.

They take much care on the public relation platform. They believe in making customer relationship

above all. In the campaign of “Amar Desh, Amar Valobasha” we will through road show around

the major city of Bangladesh in Victory day where the local performers will perform song and

dance for people.

Coca-Cola always spends a huge amount of money in sales promotion. Although they are one of

the world’s biggest company they always comes up with new selling ideas and different offerings

to the customer. We in our campaign will offer instant gifts after buying coke by scratch card. E.g.

Mobile phones, laptop, recharge etc.

Publicity:

Publicity tools are very interesting which coca cola adopts. From celebrity to billboard to

newspaper. Coke always intensely promotes their product. They sponsor lots of event worldwide

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for their promotional strategies. We will hire an influencer from Bangladesh to our campaign for

promoting coke thus it reaches a lot of people altogether. So that’s how we will do publicity

operations.

Internet:

The presence of Coca Cola on the Internet is oriented towards creating partnerships rather than

making sales. Coca Cola's presence on the internet has developed a positive outlook towards the

brand, growing recognition and desire to buy. The availability of Coca Cola on the Internet was a

compliment to other IMC devices. So we will integrate this tool to help promote our campaign

“Amar Desh, Amar Valobasha”.

STP

Segmentation:

Marketing Segmentation is basically portioning a market into potential customer’s group who

basically share similar needs and likely to have similar purchasing behavior. Intension of such

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strategy is to understand the market and choosing the portion of market that will give maximum

benefit to the company. Coca-Cola follows following segmentation strategy

Demographic: Coca cola demographic segmentation would encompass age, family size, and

income. Coke groups with age include small children, young adults, and older adults. In general,

coke has no clear target and is aimed at all. Form of family, coke has launched their economic

package that helps focus on groups and communities. Coke segments have different income rates

by which they provide bottle, can, big and small size coke.

Psychographic: The coca cola company's psychographic segmentation is social status, lifestyle,

profession, education level, and personality. Segmentation of coke is to everyone. A coke doesn't

usually target lifestyle, profession, or education rates. Nonetheless packaging is available for

different customers. They basically focus on the fact that people should think coke is for all.

Behavioral: Coca cola’s finest marketing strategy is their behavioral segmentation. In this portion

they target different occasions that people celebrates together such as Christmas, Eid Diwali,

Thanks giving etc. They pick those time when people generally share their happiness together with

family and friends, they come out with such amazing ads on those time which is amazing to see.

Targeting:

Targeting is basically choosing the portion which company will be serving. Coca-cola’s targeting

strategy works following way Age: coke doesn’t have a specific target portion. It targets the whole

market all together. But yes they focus on the age group 12-30 most. To be honest they don’t

specifically communicates with those rage of people, instead they convey the message to whole

market but still they are successfully reaching them over hundreds of years. May be through

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partnership. Life style: Although coke goes not target specific life style as it is for all but it seeks

attention more busy life style and young generation are considered to be the most profitable part

of Coca cola’s consumers. Occupation: it targets students and family oriented people mostly

Nature: fun, joy, entertainment loving people who wants to share happiness with one another.

Positioning:

An integral part of people’s daily life .it creates its intimacy with its customer by bringing out

emotional storytelling and their unique selling approach .Coke has positioned itself in the soft drink

market so well by the statement “THINK GLOBALLY ACT LOCALLY” by following this

principal it is able to know how a developing area thinks and how a developed area thinks.

Combining these two together they are so successfully able to catch every customer they target as

they know the core of that region and they act according to that. Like in Bangladesh during

Ramadan they release and ad where they focus on family bonding while fasting. That’s so

interesting to see. It created its image who is offering something to drink with family friends and

regular life. The best thing they did is when we think of celebrating together we always keep a

coke to share with other. That’s the beauty of their positioning strategy.

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 Action Programs
Differentiation strategy is basically how people can differentiate a product from other. Coca cola

follows following differentiation strategy SYMBOL OF JOY AND FUN it has created itself as a

brand which is there whenever we want to share our joy and happiness. In every occasion it’s a

must for us to drink with our loved ones and friends. That psychological approach made them

different from other.

A large variety of product line serves every types of people. Coke took this approach very seriously

and they manufacture huge ranges of product with different size and different flavor that serves

every person’s choice. Coke follows a tagline “Think globally and act locally” and by following

this strategy they have to satisfy different region and culture. And for that reason they offer

different product which catches attention of those cluture. And that makes them different from

other cola brand

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 Budget:
Here we tried to create a tentative budget for the marketing plan “Amar Desh, Amar Valobasha”
Expense Criteria Budget Amount

Research and Plan 5,00,000

Campaign Plan 8,00,000

Campaign Execution 40,00,000

Operatinal Expense 60,00,000

Endorsement Expense 25,00,000

Promotional Expense 100,00,000

Miscellaneous 10,00,000

Total 2,48,00,000

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 Controls
The organizational design and controls of Coca-Cola allows the consideration of the international

and national activity of the multinational corporation. As long as the firm has already moved to

the global performance, it is possible to see the unique design of its productivity. In fact, the

company applies the same approach towards its activity in every corner of the world. It is obvious

that the organization has done everything to win the market in a global way. It can hardly be

repeated by another company. Due to the complex control design, Coca-Cola has a solid leadership

and competitive position, which helps it to function in terms of rapid globalization (Forbes, 2015).

Further, it is important to mention that the firm uses the same approach towards the construction

of the organizational structure in every region. Coca-Cola includes such branches as corporate

staff, manufacturing, marketing, and finance. Every region has the same organizational structure.

It also includes subdivisions based on the company’s structural pattern. The president of CocaCola

is a head of the structure, which requires a complex regulation in order to avoid mistakes and gaps

in the performance of every division so do in Bangladesh.

The Coca-Cola Operating Requirements governs a key strategic control system in the performance

of the organization here in Bangladesh. In fact, the system helps to regulate the manufacturing

process of every division, follows the principles of the integrated quality management system, and

regulates the distribution channels of the products. It also guides every operation in Coca-Cola,

which goes through strict requirements of quality standards. The system meets quality objectives

and manages risks within the corporation, which allows avoiding costly mistakes and gaps.

In the aspect of budgeting, Coca-Cola Bangladesh has a Committee, which controls its financial

affairs. This body has many responsibilities, which lie in managing the financial affairs,

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recommending appropriate decisions to the president of the company based on the financial

performance, revising all capital expenditures and continuously evaluating the financial

performance.

People remain one of the most precious and highly valued resources for Coca-Cola. The company

uses human resources for the benefits of its performance. Coca-Cola is generous enough in

investing in the development of personnel and design of the appropriate payment system. The

company understands that it is impossible to run business without effective human resources.

Employees are those people who build the core of success and predict the company’s further

development. Due to the firm’s activity, workers are confident in receiving appraisal from

CocaCola concerning the high-quality performance. As a result, it is possible to admit that the

company understands that it is impossible to support the productivity of the global corporation

without investments in human resources development, training, and motivation.

As for the cultural concerns, Coca-Cola has managed to develop a single spirit, which focuses on

the organization, its team, and passion. These three elements build the essence of the company’s

cultural concerns, which develop an appropriate attitude towards every employee. However, it is

obvious that the organization’s multicultural productivity welcomes every individual regardless of

such factors as race, age, ethnicity or gender.

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 Conclusion
Coca- cola is a global brand. People are having this product for more than 125 years. The success they

have now is because of the establishment that has created from hard work of more than hundred years.

And here in Bangladesh they are having success for continuous effort on marketing activities, economics

of sale and successful supply chain operation. The main key point of their product is their marketing

strategy and distribution strategy. From the time of the beginning to till now they have adopted some of

the finest marketing tool that set example of how market works they shown a different direction in

marketing and promotion and successfully set a standard which is barely be touched. This excellence on

marketing pushed here Coca-Cola today in Bangladesh.

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