'Marketing Plan on Product Coca-Cola\r'

'Assignment trade intention On ( harvest-festival Coca- locoweed) Prep bed by Md. Mosaddek Hossen Id # 0220012 Tanima Trina Id#0220063 Sohel Mahmud Id # 0220013 Sabrina Chawdhury Id # : 0000000 Group- king of beasts selling c atomic number 18 Sec-1 Submitted to Mr. Rumman Hassan Lecturer school twenty-four hour levels of Business Indep turn backent University, Bangladesh 25th April, 2006 25 April, 2006 Mr. Rumman Hassan Course Instructor Marketing meaning School of business IUB, capital of Bangladesh-1212 Sub: garner of transmittal Dear Sir, It’s our expectant fun to submit you this cut across on Market plan of Coca- dope.\r\nWe arrive got a prominent experience while reportings on this report. We would wish well to leave this report to your kind consideration for altogether unwitting mistake that may acc theatrical roler while doing this report. We atomic number 18 forever at your service if you penury to ask us either affaire ab stunned this report and it exit be a great pleasure to work with you again in future. Sincerely yours Md. Mosaddek Hossen Id # 0220012 Tanima Trina Id#0220063 Sohel Mahmud Id # 0220013 Sabrina Chawdhury Id # : Group- king of beasts hedge of Contents Page minute\r\nAc bedledgement ——————————————————————— 5 Executive unofficial ——————————————————————-6 Introduction —————————————————————————-7 Beginning of the visualize ——————————————————â€7 Preface ————& #8212;————————————————————7 familiarity Over fascinate ——————————————————————- 7-8 write up —————————————————————————7 Coca-Cola teleph championr in Bangladesh —————————————â€8 accusation Statement ———————————————————————8 pr e genuinelyplaceb of Coca-Cola: ———————————————— ——————â€9 St agitategic Goals ————————————————————————-9 Short de basebornlife ————————————————————————9 Long term ————————————————————————9 Situational synopsis ——————————————————————†10-14 Product Definition —————————————————————10 fall guy discern of Coc a-Cola ——————————————————-10 remote Factors —————————————————————†11-12 demographic ————————————————————â€11 br sepa measurely Factors ————————————————————11 policy- devising Influence ———————————————————12 Com front-runneritors —————————————————————12 giving medication —————————————————————12 Internal Factor ——————————————————————- 13-14 gay Resource Management ———————————————13 technology —————————————————————-13 Management takes ——————————————————â€13 Financing qualification ——————————————————â€14 Marketing Department —————̵ 2;———————————â€14 Brand mental synthesis Efforts ————————————————————— 14-15 affinityship twist Effort ————————————————†14 Building determine ——————————————————————-14 Target Market —————————————————————————15 expending position ———————————————————————-15 strategical Group map of com positron emission tomographyitors in the swallow qualified indus force awayvass —————16 donkeywork Analysis ————————————————————————-17 Critical supremacy Factors ————————————————————— 17-21 Strength ————————————————————————†7-18 Patent ———————————————————————17 take intersection pointion instal —————————————& #8212;———†17-18 Research & victimization ————————————————-18 extravagantly mart touch ——————————————————â€18 Brand propose ————————————————————†18 helplessness ————————————————————————- 18-19 beginner’t sell on level ——————————————————18 Less motive d feature bombard ——————————————& #8212;-19 Insufficient advertise ————————————————-19 Not skillful colonization al geniusocator ———————————————19 Over cartel in their result ——————————————-19 Opportunity ———————————————————————-20 uplifted increase rate ———————————————————-20 Huge local anesthetic anesthetic anesthetic securities motion ——————————————————â€20 toleration of Pet bottle s ————————————————â€20 beloved kind with the dispersal transmission bed —————————20 wide-cut relation with the G e reallyplacenment —————————————20 Threats —————————————————————————21 Other vivacious party —————————————————21 expert peck of opp hotshot and however(a)nts ————————————————-21 policy-making inst ability ————————————&# 8212;—————â€21\r\n dampen professional person forward motion of com coddleitor ——————————-21 Mas mortified’s power structure of involve ——————————————————â€22 Marketing integrate ————————————————————————†22-26 Product ————————————————————————â€22 Price ——————————————————————————23 Distri howeverion Channel ———&# 8212;————————————————24 furtherance ———————————————————————†24-26 progressional activities of Coca-Cola —————————————24 gross gross revenue Promotion ———————————————————â€25 publicise —————————————————————-25 state-supported similarity ————————————————————26 dodge Alternatives ————R 12;—————————————————26 Strategy Recommendations ———————————————————-26 Brand atom Choice Criteria —————————————————†27-28 Exorability ———————————————————————â€27 Meaningfulness ——————————————————————27 Transferability ———————————————————————28 Adaptability ̵ 2;——————————————————————â€28 nurture ability ———————————————————————28 Marketing query ——————————————————————-29 General objective ——————————————————————29 item look ——————————————————————-29 Data collection ————————————————R 12;—————29 Bibliography: ————————————————————————-29 Acknowledgement First of all, we would equivalent to give thanks our lecturer Mr. Rumman Hassan; we argon grateful to him for his cooperation in preparing this report. His proper guidance & helpful side help us to make this report. We like to thank Mr. M. A. Majed conductor (statistics) of Tabani drink social club limited from whom we collected all the training. We quip special thanks to Mr.\r\nShah Suja of Abdul M binglem Ltd who really helped us by giving some information, which is involve for our throw up. We withal like to thanks Mr. Mustafir rahman who is a student of IUB & at the same cartridge clip he is a distri unlessor of coca-cola in Maymanshig districts who helps us to provide information. Executive compact More than a billio n time e genuinelyday, thirsty bulk a shine the institution break for drinkables for refreshment. All around the foundation, drinking drinkable is like an entertainment for stack. sluttish drinks atomic number 18 conside reddish as consumer a elanputs. All round the universe of discourse we bunghole see a antithetical food foodstuff place place phase utilise by the drinking producing companies except in Bangladesh it is a slim diametrical. The companies do non forthwith sell their harvest-feasts to the end consumers.\r\nCompanies such as Soft Drinks (Coca-Cola, Pepsi, RC-Cola, Uro-Cola, stark(a), and so forthtera, mineral irrigate (Fresh, Mum, bloom and etc), Juices (Pran, Danish, Sezan, etc) argon dependents on the scattering railway lines for making their harvest-tideions reach the last-place consumers. As the companies atomic number 18 non making the nation aw atomic number 18 about their beverage by directly selling it to them, they w ont some some new(prenominal)wise media and means to make its guests know about their w bes. They use the human raceisements as one of the or so important progressional tools. on with advertizing they similarly use other progressal tools. We pretend done a study on Coca-Cola confederation with the cultivate to learn about the diametrical commercialize prospects in Bangladesh and our selected proceeds is Coca- Cola. give cargon always the club is doing quite well although at the up-to-date moment RC-Cola is dominating the securities industry a little more(prenominal) than than Coca-Cola.\r\n sleek over Coca-Cola has more market dish out than its com courtitors. Coca-Cola has an efficacious trade and advertising campaign. As the ac confederation does non engender that skillful liquidation distributer they shtup non reach out to a lot of commonwealth. There are separate of recommendations which are provided for the improvement of the work outal ity in the merc knock overising sector The follow’s enthronisation in local communities in over 200 countries imparts billions of dollars in jobs, facilities, market, purchase of local justs and services and al to the senior high schoolest degree importantly the local business partnership. Introduction Beginning of the project We are students of MKT-302 â€Å"Marketing Management”. Our susceptibility Mr.\r\nRumman Hassan, Lecturer, School of Business, Independent University, Bangladesh has assigned to us this report writing as a part of our course study. We are unfeignedly thankful to him for assigning or stem such type of a project work in a sort out of four members. Preface In the medieval we had lonesome(prenominal)(prenominal) two foreign companies in the output of beverages. One is Coca-Cola union and the other Pepsi. In the recent social classs thither is a change that we all chiffonier see. or so in the buffer companies pass entered into th is market. unperturbed Coca-Cola is belongings on to its scene in term of its market consider and market position. want always it has got the same tremendous receipt from the mess in Bangladesh. Previously it utilise to dominate a little more than what it does today. by and by the introduction of\r\nRC-Cola, a sister concern of Partex gathering they wel begin seen a little down fall in their market plow administer. As people are getting more choice some(prenominal) of Coca-Cola’s customers lead diverted to RC-Cola beverages. Still with the bon ton’s ever attracting advertise they realize been able to hold on to nearly of its customers. They similarly serve to their customers the fracture quality beverage. caller-out Overview History The prototypic phoner that conducted its operation in the haywire drink industry was Coca-Cola. They brought a novel revolution in the history of the world. Coca-Cola was accomplished in May 1886 when a pharmaci st Dr. John Styth PEMBERTON prototypic produced syrup in a three-legged brass pot in Atlanta, Georgia backyard. Coca-Cola primary bottled in 1894.\r\nLarge scale bottling was tho come-at-able in 1899. They marketed and distributed the product in ad hoc territories. Coca-Cola confederacy in Bangladesh Even sooner our independence of Bangladesh the Coca-Cola Comp whatever has started its operation in Bangladesh. Coca-Cola started its operation under a franchise agreement. In Bangladesh there are two franchisees conducting operation on be half(a) of Coca-Cola Company. One is Tabani Beverages Company Ltd and the other Abul Monem Ltd. Tabani Beverage was found in 1963 at 257, Tejgaon, capital of Bangladesh. It had a rated energy of 50 metronome marking on and acre discharge area. After independence, in 1972, the shew was booked over to Bangladesh.\r\nFreedom fighter welfare entrust under the ministry of industry with the increase of inactive market demand in 1985 transfe rred and freshly installed the go down with an increased efficacy of 250 BPM at Mirpur on seven acre land area. In 1993 a red- tropic show with 500 BPM capacities was established on the button beside the previous botany. Now the total production line readiness of the conjunction is app. 830 BPM. Tabani beverage produces clxxv ml, 250 ml, 50 ml and railway yard ml crank bottle. They translate Coca-Cola drinks to Dhaka and Rajshahi divisions. Other than Tabani beverage the other franchisee of Coca-Cola Company is Abul Monem gild ltd. In 1982 Abul Monem started their operation later they acquired the lay down of K.\r\nRahman & Company. In 1987 the guild do an aggressive move to expand their market. They installed new H & K bottling line on with and installed capacity of 450 BPM at Comilla. furthermore they gild established another plant Chittagong. The state of the art bottling plant with an installed capacity 600 BPM is the approximately modern plant in the country and is equipped with the straight-line-technology from KHS German. Abul Monem produces the favourite Bottles, CANS and GLASS Bottles of a newly introduced product. Mission Statement Respect for labor and a human right is the fundamental to Coca-Cola Company’s principles for conducting business around the world.\r\nWe treat our employees in more that 200 countries in which we do business in fairness, haughtiness with respect. Or bottling partners and we enlist in uniformity with local laws and contribute to the communities. Ultimately, a company’s identity is measured by how it connects with people and with the world around it. That is why The Coca-Cola Company’s mission is provide as a promise. The Coca-Cola Company exists to improvement and refresh e rattlingone it touches. All of our success, twain chivalric and future, is a product of this promise. Our festering hinges upon our ability to build and nature dealingship-with consumers, custo mers, bottling partners, suppliers, giving medication agencies, communities, employees and share holders.\r\nFurther, as we help to build expand communities all around the world, we seek to look a healthy and sustainable marketplace for our beverages-today, and far into the future. Motto of Coca-Cola: Through out the history of the world’s most popular well-to-do drink, advertising for Coca-Cola has costed the trends of time. Coca-Cola’s advertising mottos are memorable and construct lasting impressions. Since the first slogan was introduced in 1886 ‘Delicious and refreshing’. The overall tooth root has been refreshment- one of the pleasant things in life, distinctive and available nearly e rattlingwhere. Motto followed the allure to make Coca-Cola the better(p) known cracked drink in the world.\r\nToday, motto for Coca-Cola and the company’s other products are cautiously aimed towards individual tastes while appreciation the widely d istributed appeal of refreshment. And really appropriately, the company has world(prenominal)ly launched its new motto Theme â€â€Å" bask Coca-Cola”. ‘Coca-Cola motto’, the world’s best-known consumer product demands the talents of professionals in umteen divers(prenominal) areas. The mottos that has utilise till now are: â€Å"Dil thanda to duniya thanda” Strategic Goals Short term To make water Quality, Service, Cleanliness and Value in their current product” Long term To acquire the position as a market leader of the beverage industry in Bangladesh by producing & serving noble-quality and high nourish-added quiet drink. Situational Analysis Product Definition\r\nCoca-Cola is consumer product because last(a) consumer for personal consumption vitiates it. It to a fault fall under the category of Convenience product, which requires very little planning, Little Comparison, low customer involvement, low hurt. It widespread distribution at convenient place makes it easier for the consumer to purchase the product. Coca-Cola has incompatible sizes. They carry 1 liter ice-skating rink bottle as well pet bottle. Coca-Cola as well as has 175 ml and 250ml glass bottles. In addition, they also devote 1. 5 liter of pet bottle and in the recent aside they introduced into the market 2 liter pet bottle coke. It has also 250ml of can coke. Brand Name of Coca-Cola Coca-Cola Has scram one of the most popular and widely known Brand roduct in the world It has high vane equity, and because of its high marking loyalty, physique awareness, Perceived quality, strong blemish affiliation and other assets such as patent trademark and furrow relationship. The Coca-Cola cross off is value at $ 70 billion. here(predicate) we are dealing with tow most important situational factors- External & Internal factors. Some important determinants for this situation analysis are as follows: |EXTERNAL FACTORS |INTERNA L FACTORS | |1. Demographics |1. piece Resource Management | |2. Social Factors |2.\r\n pecuniary Capacity | |3. Political Influence |3. engineering | |4. Competitors |4. Management Level | |5. Government |5. Marketing Department | evade 1: situational factors External Factors Demographic Demographic is the study of people’s vital statistics such as their age, race, ethnicity and location. It is an uncontrollable factor in the outside environment. Demographic is very important for marketing managers.\r\nAfter resume we find that teenagers are the prime consumer of Coca-Cola products, rather than the people at the age group of 60. Coca-Cola does not have an effective and fast distribution channel in the villages of Bangladesh. Their competitors have an upper hand in this zone. From the demographic point of view we have done a opinion on the population who consume more Coca-Cola. |Age Limit |Percentage of Consumer | | at a lower place 10 |10 | |11-15 |20 | |16-20 |23 |21-2 5 |18 | |26-35 |14 | |36-45 |11 | |45 and preceding(prenominal) |04 | |TOTAL |100 | Table 2: ancestor [Tabani beverage Ltd] Social Factors The most difficult external factors for marketing managers to forecast control or curb into marketing plans is the social factor. Social factors accommodate our attitudes, value and lifestyle.\r\nAccording to the company’s mission statement or other statements it is clear that they do not use any such ingredients (e. g. Alcohol), which, contradict to our perception, values of Islamic religion or any other norms, and believes. Political Influence In Bangladesh hartal is a part of our life. Like all other third world counties we have political problems too. The marketing manager of Coca-Cola Company generally sells Coca-Cola 8,000 cases (1 case = 24 bottles) per day but during hartal time the company faces a great loss as they cannot extend their products to the market. Other than hartals they seem to have lesser problems regarding the political condition of Bangladesh. Competitors\r\nPepsi is a very mighty daub name and is one of the bear-sizedgest competitors of Coca-Cola. They compete with Coca-Cola through with(predicate)out the world and it is no different in Bangladesh. At the current moment RC- Cola is a very big brand name in Bangladesh and is the greatest rival for Coca-Cola in Bangladesh. cumulus Dew is a new brand and is a threat for Coca-Cola. RC beverages with the brand image that Partex holds in this country RC beverage easily became a big competitor for Coca-Cola. RC’s market share is increasing which in not a right sign for Coca-Cola. Mineral water such as Mum, Fresh, ACME also a competitor of Coca-Cola. unlike kinds of Juice also compete with cushiony drinks. Government\r\nCoca-Cola has been in business in Bangladesh for a long time but still today there is no record of the company being in any conflict with the government. Coca-Cola always tries to follow the government rules and re gulation and they always pays the government the taxes and tariffs while bringing in their huffy materials from their Parent Company. Internal Factor serviceman Resource Management human beings option management refers to the system that influences employee’s behavior, attitudes and performance. The roles of the Human Resource in Coca-Cola Company are as follows: • Change Agents • Choose a Strategic Partner • Expert organisation Body • Recruit Skilled and high-octane Employees Technology Like all other companies, for Coca-Cola, technology is the most important factor.\r\nCoca-Cola uses very high-tech machines for its production. In 1993 a new plant with 500 BPM capacities was established just beside the previous plant. Now the total production line capacity of the company is app. 830 BPM. In 1987 the Abul Monem Company installed new H & K bottling line along with and installed capacity of 450 BPM. The state of the art bottling plant with an installed capacity 600 BPM is the most modern plant in the country and is equipped with the straight-line-technology from KHS German. Management Levels Coca-Cola Company has three management levels: • Strategic level: The Production Procedure, HRM, Store, Finance, Quality learn is all under his control. Technical Level: They are creditworthy for the administration, production, gross sales & distribution of Coca-Cola products. Under production subdivision they have quality managers; under brand manager they have brand officer and marketing officer. • Operational manager: They are responsible for the distribution of the products and are responsible for al operational activities. Financing Capacity From the fiscal report of 2002 and 2003 we can conclude that the company has a very good and blend fiscal capacity. Coca-Cola has a very high level of income. Moreover they are successfully conducting their business all over the world. Marketing Department\r\nAll their d istribution & sales serve upional material falls under this department. Coca-Cola Company has the marketing intelligence. They do a survey in all over the market situation and then they decide what footprint they should take. During the off seasons the marketing managers takes some promotional activities and uses few strategies to maintain their economic growth rate. The promotional strategies they use are like giving gifts, coupons, scratch cards etc. Brand Building Efforts Relationship Building Effort As the worlds immensest bottler of liquid, nonalcoholic refreshment, we operate in markets with dramatically different consumer preferences, product delivery systems, economic conditions, and marketplace opportunities.\r\n disrespect these variables, Coca-Cola Enterprises meets the inescapably of local customers and communities throughout its divers(a) territories with a strong commitment to local, community-based marketing and superior marketplace execution. These concep ts, combined with our menage belief in a alter operating structure that places responsibility and office as close as possible to the customer, clearly distinguishes Coca-Cola Enterprises from other bottlers. Building value The people of Coca-Cola Enterprises are the heart and nous of our business, building relationships with our customers and our consumers in the communities we serve. By putting people first, we hope to create value for everyone touched by our Company.\r\nWe strive for an aura in which all employees are commodious being themselves †offering ideas, making suggestions, expressing views, and appreciating our overlap and unshared differences †regardless of their age, race, gender, nationality, ethnicity, religion or sexual orientation. Target Market From the above table we can see that Coca-Cola Company’s main goat listening is the teenage people (16-20). They aim their publicizing mostly at them. Then they ass the age group of 11-15. They are also quite a significant consumer of Coca-Cola products. They scarce target the aged people. Their target is betwixt the ranges of 11-35 years old population. Consumption Rate prefigure 1: Consumption rate of Coca-Cola & other brands No matter how hot or â€Å"cool” the flavor strife becomes this summer; Coke wont be sweat it too untold.\r\nCoca-Cola up 30 Tk to 40 Tk, the worlds largest beverage maker, is still comfortably perched in its slot as the local market leader, according to Beverage Digest. Currently market share of product Coca-Cola is 23%. analyse to other beverages Coca-Cola is the market leader product brand. Strategic Group Map of competitors in the beverage industry Figure 2: Strategic Group Map of competitors in the beverage industry Products in adversely bear upon strategic groups may try to shift to a more favourably situated group. Here in beverage industry entry barrier is low that’s why too more product are available. Currently Coca-Cola, Pepsi, RC-cola, Virgin cola stands in same strategic group.\r\nHere Coca-Cola is the leading product of the beverage market industry in both market share and tax income generation. Pepsi has second largest market share but its revenue generation is less than RC-cola. RC-cola has low market share comparing Coca-Cola and Pepsi but revenue generation is high. In Beverage industry upper 10, RC orange are the tally revenue generation product. Mum mineral water has demand but that’s market share is also low comparing to Coca-Cola. In this figure u see strategic gap. No company wants of reached their product in that position because it is not possible low market share with high volume of revenue. On the other hand no company wants for a product with high market share but low revenue generation. SWOT Analysis Strengths |Weaknesses | |Patent |Do not sell on broadside | | suffer production plant |Less motivation down stream | |Research & phylogeny |Insufficient a dvertisement | |High market share |Not skillful distributor | |Brand image |Over confidence on their product | |Opportunities |Threats | |High growth rate |Other existing company | |Huge local market | faithful taste of competitor | |Acceptance of pet bottles is higher than |Political stability | |bottles |Better professional promotion of other | |Good relation with distribution channel |competitor | |Good relation Govt. | Table 3: SWOT Analysis Critical success Factors Strength Patent Patent is most important and powerful readiness of Coca-Cola Company. It’s an intangible asset for the company. Coca-Cola Company is a very well established group not only in Bangladesh but also all through out the world. They have a strong brand image all over the world and the same follows in Bangladesh. First half of the Coca-Cola Company is trade marked as â€Å"Coca”, so nobody can use this name. Patent is their powerful strength because its carries their image as one of the m ost reputed producers of beverage in the unanimous world. get production plant:\r\nCoca-Cola Company has their own production plant in Bangladesh-Tabani Beverage established their own production plant with the capacity of 250 BPM, and beside that they newly installed higher capacity of 500 BPM. So they don’t need to depend on others. They only import the Syrup from the patent company & produce it for production. Another franchisee, Abdul Monem Company Ltd. started bottling line with the capacity of 450 BPM. Furthermore, they installed the most modern bottling plant capacity of 600 BPM from KHS German. Research & increase: They have well-established research & development department where they research over their existing product concentration & try to develop it.\r\nThey also do researching on different taste of their products. They have highly qualified employees for their research & development dept. High market share: They are the most prominent manufacturers among all the beverage company in Bangladesh. They have higher market share than their competitors. Coca-Cola captures a market share of 26% where as the other products of Coca-Cola Company has very little share compared to it. Their greatest rival in Bangladesh is RC-Cola, which has a market share of only 19%. This shows that Coca-Cola Company has a high market share. Brand image: They have the most dominant brand name all over the world; they make their image for their brand name â€Å"Coca-Cola”.\r\nWhenever people theorise about soft drinks, the first name that comes into their mind is Coke. This shows how popular they are and how strong is their brand image. Weakness Don’t sell on account: Coca-Cola Company doesn’t sell on account, whereas other companies like selling on account to their dealers. For not selling on account their profit margin tends to go down. Also, they are loosing their dealers and distributors. Other companies are attracti ng those distributors and as distribution channel is the only way that the company can use to reach its final consumers they are facing adept problems. Less motivation down stream: They are very steady run away motivators for their product.\r\nThey motivate but not so strictly, mean not maintaining the time period……… [Need more] Insufficient advertisement: In our country, Coca-Cola does not have enough advertisement promotion. therefore their competitors are professionally more progress than them. Their customers are not properly informed. They think that their brand name would always do the trick for them. Due to less advertisement promotion they are behind their competitor. We exactly can find any advertisement of Coca-Cola in villages. So, many of the customers of that parts of Bangladesh are not having Coca-Cola. Not skillful village distributor: Coca-Cola does not have a good and skillful village distributor.\r\nCoca-Cola products can hardly be seen in vi llage areas. Their advertisements are also hardly seen in those areas. The distributors are not promoting Coca-Cola products in villages, which their competitors are. Their distributors do not have outlets or any other such facilities, which could be promotional for the company’s products. Overconfidence in their product: Just from the point mentioned above we can know that the company has certitude over their product. As they are the first beverage producers in the world and has a very strong brand image and patent, the company thinks that they leave be able to sell their products without too any promotional activities.\r\nCoca-Cola does not have too much advertisement and are also not willing to sell their products on account to their dealers. As such they do not have that good distribution channel outside Dhaka city. They think people would purchase their products because of its brand name. Opportunity High growth rate: From its very lineage in Bangladesh, Coca-Cola ha s a very emf market in our country because of its supranational reputation, quality and high acceptance among people of all ages. Coca-Cola does not have that good distribution channel outside Dhaka but now they are assay to get hold of better distributors and indeed the village people can have access to their products. So it can be seen that in the near future they can have even a great market share than today.\r\nHuge local market: The selling activities of Coca-Cola are very high in the local market than other existing company. They capture the whole market by giving the best quality to their customer and dealing professionally. Acceptance of Pet bottles: Coca-Cola launched irresistible pet bottles, which is authoritative by the entire customer, as it is movable and people are willing to buy these pet bottles rather than the bottles. So their effort to launch pet bottles is successful. Good relationship with the distribution channel: Coca-Cola Company and its distributor have a very good relationship with each other. They supply their product according to their needs.\r\nThey promote their distribution channel through discount & allowances. They serve their dealers on time. Good relation with the Government: Good relationship with the Govt. is very important for any company to run its business. Threats Other existing company: The other rising companies are becoming threat for Coca-Cola. Opening of one company decreases 1% market share each year. Today RC Cola is a very reputed beverage producer and with their attractive advertisements and distribution channels they are at this moment in a better position then Coca-Cola and it is a big threat to them. Not only RC Cola but Pepsi, Virgin and euro lemon are also in this business.\r\nThis means that consumers have more options to choose. Good taste of competitors: The other beverage company’s product is also coming up with the different taste like; mountain dew, URO cola with lemon, Fizz- UP, Pepsi has but Coca-Cola Company does not have any product like that in our country. So that it’s been a great threat for Coca-Cola. Political instability: Like all other companies Coca-Cola also faces a lot of problems regarding the political situation of our country. The political instability creates a lot of problems in the production of goods. Due to hartals, the transportation of their products is affected a lot. Better professional promotion of competitor:\r\nCompetitors are becoming very professional with their advertising. RC Cola has designed a very attractive advertisement. They are victimization all well-known models like Nobel and Reshmi, who is an Indian model, for heir advertisements. Not only RC-Cola but also other beverage producers are using models and jingles for their advertisements. Coca-Cola on the other hand does not have that many advertisements an as such is being threatened by its competitors. There is a possibility that their competitors would captur e greater market share through advertisements. Maslow’s hierarchy of postulate In 1943, Abraham Maslow first published his famous â€Å"Hierarchy of Needs” to explain what energizes and directs human behavior.\r\nIt is no accident that very successful brands, such as Coke, appeal too many of Maslow’s deficiency and growth needs and that these needs are linked to powerful emotions: • Physiological Needs (Coca-Cola quenches thirst and hunger. It is” luscious”& â€Å"refreshing. ”) • Safety/Security Needs (Coca-Cola is practiced to drink worldwide. It is unchanging: â€Å"Classic Coca-Cola. ”) • Belongingness Needs (You are part of a large group of people who love Coca-Cola. ) • venerate Needs (Coca-Cola is recognized as a premium soft drink worldwide. It also call to mind memories of â€Å"special measure and places. ”) • Aesthetic Needs (All Coke ads and designs have a sense of order and bea uty. • Self-actualization Needs (On the Coca-Cola web site, there are many stories on how Coca-Cola has deeply affected people’s lives) Marketing Mix Product Our selected product is Coca-Cola. Coca-Cola has different sizes. They have 1 liter glass bottle as well pet bottle. Coca-Cola also has 175 ml and 250ml glass bottles. In addition, they also have 1. 5 liter of pet bottle and in the recent past they introduced into the market 2 liter pet bottle Coca-Cola. It has also 250ml of can Coca-Cola. Whats in a Coca-cola??? • Carbonated Water • High Fructose Corn Syrup • buff Color • Phosphoric Acid • inhering Flavors • Caffeine Price The retail price of the beverage products are given under: Product Item |Quantity per closed chain |Price | | | 250 ml. |12. 00 Tk | |Coca-Cola |500 ml |20. 00 Tk | | | special K ml. (Pet) |40. 00 Tk | | |1500 ml |50. 00 Tk | | |2250 ml |65. 00 Tk | | | 250 ml. |12. 0 Tk | | fagot |500 ml |20. 00 Tk | | | thou ml. (Pet) |40. 00 Tk | | |1500 ml |50. 00 Tk | | |2250 ml |65. 00 Tk | |Fanta | 250 ml. |12. 00 Tk | |RC- cola | 250 ml. | | |500 ml |10. 00 Tk | | |1000 ml. (Pet) |18. 00 Tk | | |1500 ml |35. 00 Tk | | | |45. 00 Tk | |Pepsi | 250 ml. |12. 00 Tk | | |500 ml |20. 0 Tk | | |1000 ml. (Pet) |40. 00 Tk | | |1500 ml |50. 00 Tk | | |2250 ml |65. 00 Tk | |7 up | 250 ml. |12. 00 Tk | | |500 ml |20. 00 Tk | | |1000 ml. (Pet) |40. 0 Tk | | |1500 ml |50. 00 Tk | | |2250 ml |65. 00 Tk | |Mum |500 ml |10. 00 Tk | | |1000 ml |20. 00 Tk | |Sezan juice |250 ml |15. 00 Tk | |Pran juice |250 ml |12. 00 Tk |\r\nTable 4: reference [Tabani beverage Ltd] Distribution Channel Figure 3: Distribution Channel The company will establish an extensive distribution channel for all brand of coca-cola company to make it available throughout the country. It will build six distribution centers (Agent) in the six divisions of Bangladesh: Dhaka, Chittagong, Sylhet, Rajshahi, Khulna, and Barishal. From these dist ribution centers, they will supply the coca-cola & other brands to different districts dealers. From dealers, the sales representatives will supply retail shops (small and mega) on the hindquarters of their demand. The small traders will purchase Coca-Cola directly from the dealers.\r\nPromotion Promotional activities of Coca-Cola Promotion means activities that communicate the merits of the product and persuade target customers to buy it. According to Coca-Cola promotion is one of the major tools of marketing. A good way of promoting a product not only helps to influence and motivate people to buy it but also give a good impression about a company and it products. Sales Promotion Sales promotion includes marketing activities-other than personal selling, advertising, and public relations- that stimulates consumers, trade and dealer effectiveness. Sales promotion can be aimed at end consumers, trade customers, or company’s employees.\r\nCoca-Cola offers all of these sale s promotions every year for various purposes. Coca-Cola s sales promotion tools include free samples. Sales promotion is generally a short run tool used to stimulate agile increase in demand. Frequently Coca-Cola uses sales promotion to improve the effectiveness of their promotion mix ingredients, especially advertising. Research shows that sales promotion complements advertising by amenable faster sales responses. advertising Advertising is a form of impersonal, one-way flock communication paid for the sponsor. Many different media may transmit it. Examples include television, radio, newspapers, magazines, books, billboards etc. Coca-Cola does advertise by these media as well.\r\nThe Coca-Cola advertising usually follows a campaign process that consists of five phases: • Determining the advertising objectives • place setting the campaign budget • Determining the center to be transmitted to the target market • Selecting the means vehicle and • Eva luating the campaign Advertising is one of the most important promotional tools among the promotion mix of a company, which is used in order to father their contentedness along with visual effect. Coca-Cola is number one world(prenominal) brand in soft drinks items. So it also uses media advertising in order to capture full market coverage through out the world. In case of any sort of advertising campaign or slogan i. e. he central theme of ad is the most important part advertisement along with its storyboard. In fact, ad campaign communicates the product message to its target customers. Public Relation Concerned about the public images, Coca-Cola ofttimes spend large sum of cash to build a positive consumer image. Public relations are the marketing function that:- • Evaluates public attitudes • Identifies the policies and procedures of the company and • Executes a class of action to earn public understanding and acceptance. A solid public relations program ca n generate companionable publicity also. Thus Coca-Cola now spends capacious money in the game product line such as football and cricket, Sponsoring for jack ladder shows etc.\r\nOrganizing the ‘Asian Test cricket Championship’, Coca-Cola Companies of Bangladesh paid Tk4, 000,000 approximate only for the final match of this tournament. Strategy Alternatives • honour existing strategies • Consolidate resources to focus on the soft drink market and strip down of other businesses such as harvest-feast drinks • Leverage brand equity and financial resources to accelerate global market brainstorm with a view toward long-term cyberspace Strategy Recommendations • Focus on global market expansion • Leverage brand equity and financial resources to dominate the global market • Consider divesting of fruit drink lines and then reallocating resources to dominate the global soft drink market Brand Element Choice Criteria Exorability Brand E lement | touchstone | |Brand Name |Coca-Cola can be easily recalled and recognized | | guide words |â€Å"Coca-Cola Enjoy” â€Å" unendingly Coca-Cola” â€Å"Pio Saar Uthake” â€Å"Thanda Matlab Coca-Cola” â€Å"Dil Thanda to | | |Dunia Thanda” â€Å"Thandar naam Coca-Cola” can be chosen to promote brand recall and recognition | | jangles | jingle-jangle can be also memorable | |Package |Attractive modify with different packaging which contain all the information to make the package | | |memorable one | |Logos & Symbol |Unique logotype and style of it by using red and white color in that creates attraction to it’s | | |consumers mind | Table 5: Source [Tabani beverage Ltd] Meaningfulness Brand Element | quantity | |Brand Name | Name of Coca-Cola has come from coco leaves and cola nut. | |Slogan |Its slogan has excellent meaning which can convey a message to build association | |Jingle |Its jingle carries distinctive message to its customer | |Package |Its packaging color convey the meaning of joy and pleasure | |Logo & Symbol |Its logo & sign is unique and different from its competitor | Table 6: Source [Tabani beverage Ltd] Transferability Brand Element |Criterion | |Brand Name |Coca-Cola is globally accepted Brand | |Slogan |Its Slogan is easily acceptable through out the world | |Jingle |Jingle is transferable according to the culture of the array country | |Package |Packaging color and style is attractive through out the world | |Logo & Symbol\r\n'