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Developing Marketing Plan For Soft Drink

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❶Capable of expanding into other markets other than the soft drink market Threats Currently, the threat of new viable competitors in the carbonated soft drink industry is not very substantial. Any revision request or complaint in regards to a Paper that payforessay.

Marketing strategies and marketing mix

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Let the figures speak for themselves

In the process, some mistakes did happen. For instance it was thought a mini-gym on the floor would be a convenience. But this had to be dropped after a few years due to disuse. Initially, fax machines ere installed in the room.

They had to go with the advent of the internet and laptops. Other innovations have happened too. It was found that telephone usage was dropping because of the advent of mobile phones. Not only were mobiles provided on hire, the Taj also dropped communication charges by 33 per cent. Advertising It was only when the product was ready, was a major advertising campaign developed.

Earlier, advertising had been restricted to the major feeder markets: And the advertising emphasised the hardware aspect of the hotel. The new campaign developed a specific brand identity for the hotel. Though the Taj had high unaided recall, it launched a corporate campaign to reinforce this new identity.

The ad made by Rediffusion shows the enigmatic woman who stands for both hospitality and efficiency. Over 60 in-depth interviews were conducted by client and agency. Not quantity, but quality. The things done right. The quality of check-in, the smile, the greeting or the welcome drink. The insights gathered were analysed and a clear slot, which the Taj could occupy when global competition arrived, emerged. This was translated into creating a distinct personality of the Taj as caring, efficient and enigmatic.

The Taj maintained a far higher average and continued to grow and expand. Slowly the hotel became more profitable than it had ever been. The reason is clear. The hotels are grouped into 3 categories - Luxury, Leisure and Business.

The Taj Luxury Hotels offer lavish accommodation, gourmet specialty restaurants and bars, fitness centres and spas and well-equipped business and banquet facilities. Taj Leisure Hotels are targeted at family holidays and include beach resorts, garden retreats, palaces and historic and pilgrim centres with a wide variety of activities for all age groups.

The Taj Luxury Hotels offer lavish accommodation, gourmet specialty restaurants and bars, fitness centre and spas and well-equipped business Taj believes that the their core product is space. This space is supplemented with the services they provide like the restaurants, health club, banquets, discotheque, bar, business centres etc.

Their other supplementary products also include travel arrangements, ticketing, airport pick-ups, sightseeing etc. With easy access to the Business Centre, these contemporary rooms offer guest amenities like Internet connectivity, 2-line speaker phones with international direct dial facility and voice mail.

Mini bar, personal safe, channel music and television with satellite programmes. These rooms are renowned for their architecture and exude an aura of old-world elegance. Guests have a choice of rooms that overlook the city or pool or face the Gateway of India and the Arabian Sea. Located on the top floors of the Heritage Wing, Taj Club is designed for the discerning business traveler.

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In addition, the coordinated planning of the individual products and services can contribute towards the balanced portfolio. To achieve the maximum impact, the marketing plan must be clear, concise and simple. It needs to concentrate on the 20 percent of products or services, and on the 20 percent of customers, which will account for 80 percent of the volume and 80 percent of the profit. This next stage in marketing planning is indeed the key to the whole marketing process. The "marketing objectives" state just where the company intends to be; at some specific time in the future.

Price - The amount of money needed to buy products Product - The actual product Promotion advertising - Getting the product known Placement - Where the product is located People - Represent the business Physical environment - The ambiance, mood, or tone of the environment Process - How do people obtain your product Packaging - How the product will be protected.

It produces more than beverage brands and over 1. It has already ventured regionally out of Atlanta to other states of United States since the late 19th century and its signature contour bottle was first manufactured in the early 20th century to distinguish themselves and assuring the genuine Coca-Cola. Though the company grew rapidly and roared into some European countries during the s, its presence worldwide grew swiftly only after World War II.

Year after year, the company has been discovering new foreign markets to bring higher profits as to fulfil its ultimate obligation to provide consistently attractive returns to the owners of the company and to enlarge its customer base in order to achieve economies of scale.

Due to strong competition with Pepsi-Cola, Coca-Cola wants to reduce its dependence on United States market, which is their similar domestic market, as to reduce its risk and increase its global market share by going international. Presently, the company has already reached six billion consumers in nearly two hundred countries. Coca-Cola Company has been very successful in international marketing effort. Aggressive advertising, branding and market segmentation have played an important part in the success.

The company has been sponsoring big events, like Olympics, Sea Games, FIFA Cup, and International Film Festivals all over the world to create awareness, credibility and to brand itself as world-class company. It also makes big donations to organizations, charities and involvement in the communities. Though the company makes the world its target market, segmenting by diverse consumer preferences would still required helping Coca-Cola to serve the consumers better. As different segments of different countries have various preferences or cultures, Coca-Cola tried to expand with new flavors, brands and even reduced the sugar contents in its Coke, to suit all the different segments.

This often increases the acceptance of new drinks that are specially designed for them. Coca-Cola entered foreign markets in various ways. The most common modes of entry are direct exporting, licensing and franchising.

Giant soft drink company Coca Cola has come under intense scrutiny by investors due to its inability to effectively carry out its marketing program. Consequently it is seeking the help of Polianitis Marketing Company Pty Ltd to develop a professional marketing plan which will help the business achieve its objectives more effectively and efficiently, and inevitably regain there iron fist reign on the soft drink industry.

When establishing a re-birthed marketing plan every aspect of the marketing plan must be critically examined and thoroughly researched. This consists of examining market research, auditing business and current situation situation analysis and carefully scrutinizing the soft drink industry and possibilities for Coca Cola in the market. Once Coca Cola have carefully analyzed the internal and external business environment and critically examined the industry in general the most suitable marketing strategies will be selected and these strategies will be administered by effectively and continually monitoring external threats and opportunities and revising internal efficiency procedures.

The market analysis investigates both the internal and external business environment. The main attributes in the internal environment include efficiency in the production process, through management skills and effective communication channels. External Business Environment The External business environment and its influences are usually powerful forces that can affect a whole industry and, in fact, a whole economy.

Changes in the external environment will create opportunities or threats in the market place Coca cola must be aware off. Its mission statement is to maximize shareowner value over time. In order to achieve this mission, we must create value for all the constraints we serve, Including our consumers, our customers, our bottlers, and our communities. The Coca Cola Company creates value by executing comprehensive business strategy guided by six key beliefs:: Consumer demand drives everything we do.

Brand Coca Cola is the core of our business 3. We will serve consumers a broad selection of the non alcoholic ready-to—drink Beverages they want to drink throughout the day. We will be the best marketers in the world. We will think and act locally. We will lead as a model corporate citizen. The ultimate objectives of our business strategy are to increase volume, expand our Share of worldwide nonalcoholic ready to drink beverages sales, maximize our long-term. Cash flows, and create economic value added by improving economic profit.

The Coca Cola system has more than 16 million customers around the world that sells or serves our products directly to consumers. We keenly focus on enhancing value for these customers and helping them grow their beverage businesses. Ultimately, our success in achieving our mission depends on our ability to satisfy more of their beverage consumption demands and our ability to add value for customers.

We achieve this when we place the right products in the right markets at the right time. When referring to each and every product or service ever placed before the consumer i. So every product is born, grows, matures and dies. So in the commercial market place products and services are created, launched and withdrawn in a process known as Product Life Cycle.

To be able to market its product properly, a business must be aware of the product life cycle of its product. The standard product life cycle tends to have five phases: Development, Introduction, Growth, Maturity and Decline. Coca-Cola is currently in the maturity stage, which is evidenced primarily by the fact that they have a large, loyal group of stable customers.

Furthermore, cost management, product differentiation and marketing have become more important as growth slows and market share becomes the key determinant of profitability. Being the biggest company in the soft drink industry, Coca Cola enjoys the largest market Share. Has been operating successfully for over a century. Is known world-wide and operates in more than countries.

Coca-Cola has a large share of the cola segment - holding approximately 85 per cent. The Coca-Cola Company is the most recognized trademark in the world. Coca-Cola has been a complex part of world culture for a very long time. The Coca-Cola image is displayed on T-shirts, hats, and collectible memorabilia. It allows them to conduct business on a global scale while at the same time maintain a local approach.

The bottling companies are locally owned and operated by independent business people who are authorized to sell products of the Coca-Cola Company. Coca-Cola on the other side has effects on the teeth which is an issue for health care. It also has got sugar by which continuous drinking of Coca-Cola may cause health problems. Being addicted to Coca-Cola also is a health problem, because drinking of Coca-Cola daily has an effect on your body after few years.

Have significant growth opportunities. Has sufficient capital to expand. May merge with other global businesses to eliminate competitors. Capable of expanding into other markets other than the soft drink market. Threats Currently, the threat of new viable competitors in the carbonated soft drink industry is not very substantial. The threat of substitutes, however, is a very real threat. The soft drink industry is very strong, but consumers are not necessarily married to it.

Possible substitutes that continuously put pressure on both Pepsi and Coke include tea, coffee, juices, milk, and hot chocolate. Of course, both Coke and Pepsi have already diversified into these markets, allowing them to have further significant market shares and offset any losses incurred due to fluctuations in the market.

Consumer buying power also represents a key threat in the industry.

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SERVICE MARKETING ABOUT TAJ. The Taj was built at a time when Indians were not allowed entry into most of the prestigious hotels and clubs in British ruled India.

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