Product

The Coca Cola Company began in Atlanta in 1886, where it was sold in pharmacies. It was originally syrup for nausea that was mixed with carbonated water and sold for five cents a glass. About 9 servings were sold per day. Today, 1.6 billion servings are served up per day! In 1887, another Atlanta pharmacist and businessman, Asa Candler bought the formula for Coca Cola from inventor John Pemberton for $2,300. By the late 1890s, Coca Cola was one of America's most popular fountain drinks, largely due to aggressive marketing of the product. Once the syrup was sold to a buyer, The Coca Cola Company increased syrup sales by over 4000% between 1890 and 1900. The Coca Cola Company has been one of the top beverage industry leaders for years. Not only has the company been successful in the United States, but it has also been a phenomenal success all over the world. Coca Cola currently has 3,500+ types of beverages in over 200 countries. Their products can be found where ever food and drink products are sold. Coca Cola employs over 139,600 people all over the world. In 2009, the Coca Cola Company generated revenues of $31 billion with $6.8 billion net income. They have had 49 consecutive years with increased dividends.

Competition
Pepsi is the top competitor for Coca Cola. Pepsi began some odd years after Coca Cola, in 1898. Pepsi had a similar beginning, in that it also started out as syrup sold in pharmacies. It was originally titled Brads Drink, but later renamed to Pepsi-Cola to appeal to more customers. Pepsi was originally only sold in pharmacies, but the creator saw more opportunities for the beverage to grow and he soon started bottling the drink. About 7, 968 gallons were sold in 1903, but it grew to over 100,000 gallons in 1910. PepsiCo currently retains 31% of the market share.

Dr Pepper Snapple Group (formally Cadbury-Schweppes) retains about 18% of the market share. Cadbury merged with drinks company Schweppes to form Cadbury Schweppes in 1969. They demerged in 2008 and now are known as the Dr Pepper Snapple Group. Dr P S Group owns Sunkist, Canada Dry, Snapple, Hawaiian Punch, RC Cola, Crush, A&W and more.

Current Market Share

18%

8%

43%

Coca Cola PepsiCo

31%

Dr. Pepper Snapple Group (Cadbury-Schweppes) Other

Marketing Objectives
Maintain current users and increase market share (currently 43%) by 8% to power 51% of non-alcoholic beverage industry. Increase sales during important summer and spring holidays and events, such as Independence Day, Memorial Day, Labor Day, etc. Increase brand awareness during low selling seasons and in regions with lowest numbers of Coke drinkers.

Marketing Strategies
Create promotions and rewards for Super Bowl and March Madness Produce Twitter and Facebook giveaways & events Increase advertising in print, OOH and television during off peak months, such as Quarters 1 and 4 Incorporate more campaigns in lower selling regions, such as the Northeast and Midwest

Media Objectives
Within $10 Million budget, generate buzz to users and non-users through marketing, advertising and promotions Reach 85% of the target market. Build awareness with non-users by utilizing media that communicates effectively, while adding an aspect of nostalgia to the message. Increase traffic to the website, increase likes on Facebook and followers on Twitter.

Media Strategies
Create a TV campaign reach users and non-users. Supplement TV campaign with print ads to give a more detailed concrete message. Incorporate OOH to remind the audience of the brand. Use mobile and internet marketing to engage consumers and involve them with the brand.

Media

:30 spots on Television Out of Home: o Bulletins and Wallscapes Print: o Time, Rolling Stone, Sports Illustrated and TV Guide Internet and Mobile Marketing

Seasonality
Sales of Coca-Cola (and other ready-to-drink nonalcoholic beverages) are seasonal, with sales being highest in the months of April, May, June, July, August September. This directly correlates with the weather. Although warmer months have higher sales, still continue to advertise throughout the entire year, using a combination of mediums.

Consumer Profile
Men, ages 18-34 (and Adults 18-34) with incomes of $50,000-$59,999 are most likely to drink Coca Cola. They are working either Natural Resources, Construction, and Maintenance or Other occupations. Drinkers of Coca Cola classify themselves most as other in terms of race and the largest percentage of drinkers live in the Southern Regions of the States. About 1/3 of Drinkers are engaged.

Geography
Sales are highest in the Southern regions of the United States

Percentage of Regional Coke Drinkers

42.1% 24.1% 18.8% 15%

South

West

Midwest

Northeast

Coca Cola products are sold all over the States (and the world) at: grocery/discount stores gas stations convenience marts movie theaters restaurants malls numerous other locations

Financial Considerations
Allocate $5 million to television :30 spots during primetime $1,259,700 of the budget for bulletins and wallscapes $3,057,164 of the budget allocated to print magazines such as TV Guide, Rolling Stone, Sports Illustrated and Time Remaining budget of $683,136 allocated for use in mobile and internet marketing.

Flow Chart

Sources www.mriplus.com www.cocacola.com www.pepsi.com www.drpeppersnapplegroup.com www.rollingstone.com www.tvguide.com www.sportsillustrated.com www.time.com www.wikinvest.com