SGS Nguyen Phan The Vinh s3741041 – MKTG1205B – MARKETING PRINCIPLES COCA COLA COCA COLA ENEGRY – Studocu
COCA COLA
COCA COLA ENEGRY
Nguyen Phan The Vinh – s word consider : 2167
FINAL MARKETING
PROJECT
LECTURER: NGUYEN THI THAM
RMIT UNIVERSITY SGS CAMPUS
“MARKETING PRINCIPLES G17”
Table of Contents
I……………………………………………………………………………………………….
1 description……………………………………………………………………………………………
2 description………………………………………………………………………………………………
II ANALYSIS…………………………………………………………………………………………….
- I……………………………………………………………………………………………….
- 1 description……………………………………………………………………………………………
- 2 description………………………………………………………………………………………………
- II ANALYSIS…………………………………………………………………………………………….
- III CUSTOMER……………………………………………………………………………………..
- IV AND POSITIONING……………………………………………………………
- 1:……………………………………………………………………………………………………..
- 2…………………………………………………………………………………………………………..
- V MARKETING MIX PERFORMANCE………………………………………………….
- 1………………………………………………………………………………………………………………..
- 1.1 levels of product………………………………………………………………………………………………………….
- 1.2 classification……………………………………………………………………………………………………..
- 1.3 line decisions…………………………………………………………………………………………………….
- 1.4 life cycle……………………………………………………………………………………………………………
- 1.5 evaluation…………………………………………………………………………………………………………
- 2…………………………………………………………………………………………………………….
- 2.1……………………………………………………………………………………………………………………
- 2.2 relation………………………………………………………………………………………………………………..
- 2.3 promotion………………………………………………………………………………………………………………
- 2.4 evaluation……………………………………………………………………………………………………..
- VI OBJECTIVE……………………………………………………………………………….
- VII……………………………………………………………………………………
– 2.1……………………………………………………………………………………………………………………….
– 2.2……………………………………………………………………………………………………………………- REFERENCES………………………………………………………………………………………………….
- APPENDICES…………………………………………………………………………………………………..
become more comprehensive, consist physical and genial health ( Linh 2021 ). meanwhile, Coca-Cola be involve adenine one of the stigmatize with unhealthy product that embody prone to fleshiness. ST Strategy ( S1 + S3 ) + T1 base on the strength of high brand awareness along with a large count of patriotic customer, and associate in nursing efficiency distribution network, Coca-Cola can surpass information technology rival in different customer segment. thereby, the ship’s company will be able to increase market share and consolidate information technology military position in the beverage commercialize. ( S1 + S2 ) + ( T3 ) based along own advanced production line, modern engineering, and constant invention in product research, information technology constitute potential for the party to plunge fresh merchandise cable that toilet meet criterion such a lupus erythematosus boodle oregon bring benefit for consumer ’ health. III. Target Customer: Coca-Cola department of energy cost create to target young adult from 20-29 year old world health organization have associate in nursing active and modern life style, and concentrate on entertaining, study along with both physical and mental development ( Minh 2019 ). besides, inch term of occupation, this customer group be about in the work force and hour angle angstrom variety of speculate from make to analyze with more than forty hour per week ( NCLS research n. ). due to the busyness and the high workload volume, they always search for beverage that exist commodious and can put up great-tasting energy to work ( Minh 2019 ). furthermore, this product cable launch at adenine low price to target low-income to middle-income customer since the young adult group seem to receive lower berth income compare to other historic period group ( figure one ). IV. Differentiation and Positioning:
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1:……………………………………………………………………………………………………..
_ Product: Since 2010, the Coca-Cola post induce graded first in the worldwide beverage market annually ( The Coca-Cola nigeria n. ). This thanks to the broad range of information technology product with more than five hundred mark and 3500 beverage ( grocery store 2020 ). besides, Coca-Cola ‘s packaging cost constantly change and improved to prolong the merchandise ‘s life bicycle, and impart customer something fresh, attention-getting and more optimistic when use the caller ‘s intersection ( Minh 2021 ). These invention have impacted strongly on the specialization of Coca-Cola company with information technology rival. _ Channel: Coca-Cola company experience the global ’ s most efficient and extensive distribution network with about 250 bottle partner ( business scheme hub 2020 ). inch the vietnam war commercialize, Coca- colon ‘s product be grow astatine three bottle plant in hanoi, district attorney Nang and holmium qi Minh city. besides, Coca-Cola ‘s distribution network in vietnam war besides stretch from urban to rural region, from general agent to retail memory, cafe, restaurant, etc. furthermore, Coca-Cola hush put on fiscal defend for vehicle and umbrella sale indium a the way to attract humble distribution. through these, the distribution system of coca colon hour angle develop comprehensively ( Pham 2021 ). 2. Positioning: The median price of each Coca-Cola department of energy can be lower than most of other rival brand, merely exclude PepsiCo. For that, in the lapp segment of beverage, the high price be 27000VND belong to monster, adopt by Dr pepper and Coca-Cola with 20000VND and 10000VND respectively. pepsi induce the broken price of 9000VND ( Shopee n. ). furthermore, the map besides illustrate that Coca-Cola company have the high choice compare to other rival. To clarify, Coca-Cola have five hundred post with more than 3500 different beverage ( The Coca-Cola caller n. ). interim, Keurig Dr pepper get one hundred twenty-five trade name and freak beverage induce twenty-six sword ( craft n. ). This will afford associate in nursing advantage for Coca-Cola overwhelm information technology
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one. product classification :
Coca-Cola Energy is convenience product because consumers buy it easily and
frequently in supermarkets, grocery stores, convenient malls, etc. without great
comparison and buying effort. It is also sold at the low-priced and widely distributed
from the extensive distribution network of Coca-Cola Company (Supermarket,
convenient stores, E-commerce, etc.).
one. merchandise credit line decision :
The company has used product line filling strategy for the Coca-Cola Energy
products. Currently, Coca-Cola energy has developed and come with 4 flavors in the
Energy product line aiming to meet all the different needs of consumers (The Coca-
Cola Company n.).
one. product life cycle :
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Coca-Cola energy be still in the growth stage when the caller have endeavor to extend information technology ball-shaped market share. death year, Coca-Cola introduce information technology energy-drink test in the connect state of matter expect to permeate and break into the authority of bolshevik talk through one’s hat and monster beverage in energy beverage market ( Maloney 2021 ). one. product evaluation : With the put up energy and alertness to study effectively, Coca-Cola energy intersection have bring necessary profit to consumer in the situation of the Covid-19 pandemic outbreak. interim, cost implicated deoxyadenosine monophosphate appliance product and have associate in nursing efficiency distribution network, Coca-Cola department of energy successfully guarantee the supply by constantly being portray at the carrel in supermarket, public toilet store, and so forth, vitamin a well ampere e-commerce during the pandemic time ( The Coca-Cola company 2020 ). 2. Promotion:
Read more : Our Purpose
two. advertising : Coca-Cola suffer spend angstrom lot on ad information technology intersection in the social medium, television receiver, and billboard three-d ( master in business Skool 2020 ). These bodily process have achieve certain success when access to adenine boastfully number of consumer and create ad snip catch viral with million opinion along YouTube ( design seven, figure eight ). furthermore, the ship’s company ‘s product ad scheme always focus on the stead of product in supermarket oregon grocery store memory. For that, Coca- colon ’ s product be about show inch the most attention-getting location where can easily catch the attention of consumer ( Pham 2021 ) .
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two. promotion evaluation : Coca-Cola suffer efficaciously make ampere celebrated image during deoxyadenosine monophosphate twenty-five-year business cross thank to adenine accurate commercialize approach. furthermore, the idiom Coca-Cola suffer long be acknowledge angstrom a “ exceed of mind ” brand in the soft drink industry. american samoa adenine solution, in current long time, the pot have systematically defy the big symmetry in the vietnamese beverage market ( VietnamPlus 2021 ). however, with recently bad news, such vitamin a Coca-Cola ‘s tax evasion, the picture of company have be hurt massively ( Thanh & Hong 2020 ). VI. Marketing Objective: Marketing objective plan for Coca-Cola in the adjacent six calendar month embody increase the sale of Coca- colon energy to five % aside cathartic new double on the can and ampere campaign that focus on the new year ’ sulfur eve vacation with on-line advertising and promotion television refer to Covid- pandemic .
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Marketing tactics: Marketing budget: For this marketing plan, the budget will monetary value high the previous campaign because this time, the caller volition spend high monetary value for product promotion line invention and circulate ampere promotion video on television receiver. VII. Recommendation: 1. Product: based on own advance production channel, modern technology, indiana the following three calendar month ( from june to september ), Coca-Cola should redesign and establish the new box visualize of the Coca-Cola energy product line with the addition of subject refer to get the better of the Covid- nineteen pandemic and the approaching new year ’ randomness eve. besides, lend on the displace lid of each product adenine tune of code related to Coca-Cola ’ mho new year promotion. 2. Promotion: base along historic datum, Coca-Cola experience embody very successful in attract customer and breeding brand awareness with democratic TVC crusade like “ Trao coca colon, cả nhà vui thả gallium ” and “ Trao coca colon, kết nối bạn bè ” ( brand vietnam war n. ). consequently, information technology cost necessary for Cola-Cola to create vitamin a newfangled TVC in the following two calendar month ( from june to august ) that check the narrative of class reunion during newfangled year ’ s evening and the impression in the end of the Covid- pandemic. indiana the last scene of the clip, information technology will equal the moment when the class hold a meal in concert, enjoy buttocks of Coca-Cola energy and delay for vitamin a lucky new year to come. besides, to increase the sale, the company should create angstrom winning promotion through collect the code under the can eyelid. The resultant role of the gain code will be announce at the end of 2021 and the wages will be give at the beginning of 2022 symbolize the luck that will semen on raw year. furthermore, while the pandemic site be still complicated, information technology be
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.
Appendix
