Marketing plan for Coca-Cola: Coke Zero

Executive Summary: provides a concise summary of the plan's core objectives and recommendations for management review, assisting top management in finding the plan's key elements quickly.

Current Marketing Situation: explains the target market and the company's place within it, providing details on the market, product performance, rivalry, and distribution. This contains:

• a market description that outlines the market's main segments, followed by a discussion of the customers' needs and the elements of the marketing environment that could influence their purchase decisions.
• an assessment of the product that includes data on sales, costs, and gross margins for the key items in the line.
• an analysis of the competition that identifies the main rivals and evaluates their market share and promotional, pricing, and distribution tactics.
• a distribution analysis that assesses current sales patterns and other changes in significant distribution channels.

Threats and Opportunities Analysis: the Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis evaluates the main threats and opportunities that the product may encounter, assisting management in foreseeing significant positive or negative developments that may have an impact on the organization and its strategies. You should emphasize and describe each problem in the SWOT.

Objectives and Issues: state the marketing goals the organization wants to achieve over the course of the plan and addresses the major factors that will affect achieving those goals. The question of how to expand market share arises, for instance, if the objective is to obtain a 15% market share.

Marketing Strategy: explains the specifics of target markets, positioning, and marketing spend levels as well as the broad marketing reasoning the business unit plans to use to attain its marketing goals. It describes in detail the strategies for each component of the marketing mix and explains how each one responds to the dangers, opportunities, and important concerns that were earlier in the plan listed.

Action Programs: explains how marketing plans will be transformed into detailed action plans that provide answers to the following questions: What will be done? When will it be finished? Who is in charge of carrying it out? And how much will it set you back? As the real test of how well your creative concept is being implemented, this is one of the most crucial elements.

Budgets: A predicted profit-and-loss statement that serves as a supporting marketing budget is provided in detail. It displays anticipated revenues (estimated sales volume and average net price) and anticipated costs (of production, distribution, and marketing). The anticipated profit makes the difference. The budget serves as the foundation for purchasing supplies, scheduling production, hiring staff, and conducting marketing operations once it has been authorized by upper management.

Controls: outlines the controls that will be used to monitor progress and allow higher management to review implementation results and spot products that are not meeting their goals.