10 Step Marketing Plan

10 STEP
Marketing Plan for

Cristina Krastle Valderas
March 2012

kseevalderas.blogspot.com 1

Disclaimer
This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to create
unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
kseevalderas.blogspot.com

Steps 1 to 5
Coca Cola: “Ituloy ang Happiness…”
1. Primary Target Market: Teen ages 13
to 21.
2. Who wants happy, positive and
energetic lifestyle.
3. Can choose between Pepsi, Pop Cola or
RC Cola.
4. Other brands are much cheaper.
5. Market size for soft drinks is 65B..

Steps 6 to 10
Refresh the world…
6. Coca Cola is the most popular and
biggest selling soft drink in the world.
7. Price is same or 10% above compared
to its competitors.
8. Uses television, radio, billboards,
prints, internet and events.
9. Distributed worldwide.
10. Uses differentiation approach.

1. Primary Target Market:
Optimistic and Happy Teenagers

 Age: 13 to 21 years old
 Social Class A, B and C
 Teens who are uplifting, expressive,
positive, fun, daring, spontaneous,
confident and natural.
 Can be as much as every meal or more.


2. Primary Target Market needs
to be share their happiness to
others.
Needs from Maslow’s hierarchy
Wants determine choice
Demands for them to buy the product


Needs to be share their ideas and
happiness.
Self-Actualization Spontaneous and making a
Needs
difference
(Self-Development
& Realization)

Esteem Needs
(Recognition, Become confident and
Status) positive

I want to share with Social Needs (sense of
others. belonging, love)

Safety Needs (security, protection)

Physiological needs (food, water, shelter)

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

7

2. PTM’s needs, wants & demands
Needs: Every youth needs to have a sense of
belongingness in order to become more optimistic,
expressive and make a difference to everyone.

Wants: Coke is also an energizing refreshment and can
bring happiness.

Demands: Coke always bring happy moments especially
when shared with family and friends. It can also uplift
the energy of the consumer.


3a. Competitors of Coke
 Direct: Pepsi, Pop Cola, RC Cola
 Indirect: Juices (C2, Nestea), Energy
Drinks (Cobra, Samurai), Milk Tea,
Water
 Variables: availability, age, health
concerns, price


3b. Coke is the best selling soft
drinks.

PRICE / SOCIAL
CLASS A CLASS B CLASS C OTHERS
CLASS

HIGH PRICE

LOW PRICE


4. Coca cola is very much popular not
just in the Philippines but also
worldwide.
Coke is the only soft drinks that is also an
energizing refreshment.
It promotes open happiness.
Their commercial reflects the Filipino
culture like close family ties.


5a. Market Size: Independent
Research Data

Source: AC Nielsen as cited by 2TradeAsia, January 2008


5a. Market Size: Competitor’s Data

Based on the company’s 2010
Annual Review, they earned a
market share of 29%.


5a. Market Size: Competitor’s Data


5b. Market Size: Company Data


5b. Market Size: Company Data

Based on Unit Case Volume:

Company Worldwide: 25.5 B

Philippines: 12% or equivalent to 3B


5c. Market Size: Customer Data

Total Population: 90B
Market for soft drinks: 72.9% or
6.5B

6.5B * Ps. 6 (coke sakto) 39B


5. Coca Cola’s Market Share is Ps. 127 B.

1. Competitor data= Ps. 127B

2. Company data = 3B (unit case volume)

3. Customer Usage data = Ps. 39B


6a. Coca Cola Products and
Competitors


6a. Coca Cola vs Competition


6b. Coca Cola

Coca Cola bottles has evolved since its
creation in 1886. It became a collector’s
item when they released miniature
bottles of their old packaging.


6b. Coca Cola

Coca Cola website was customized on each
country it is being distributed.

They also use social media like Facebook
for people to share their Coca Cola
experiences and moments with family or
friends.


7. Price

Coca Cola is priced the same as Pepsi.
Although it is about 10% higher compared
to competitors like Pop Cola and RC
Cola.
They compete with lower priced soft
drinks by introducing the Coke Sakto.


8a. Which of these modes does
your product use?


8a. Promotions of Coca Cola

http://www.youtube.com/watch?v=LVJ3VONNKxI



http://www.youtube.com/user/cocacola



Coca -Cola Talent Search


8b. Pepsi Commercial

http://www.youtube.com/watch?v=K4wR3OOemlM QyfTo


8b. Pepsi – Facebook Page


8b. Pop Cola - Promotion

http://www.youtube.com/watch?v=yWQUktQyfTo


9. Coke is being distributed
nationwide by Coca Cola Phil.
23 Plants, 42 Sales Offices and 7,800 Employees

 Supermarkets, sari-sari stores, convenience
outlets
 Nationwide
 pick up by customers
 Available in cash and credit transactions


10. Differentiation and Supply and
Distribution Leverage are the winning
strategy?
Coca Cola used the “open happiness” as
their differentiation from their
competitor.
They promote that we have our own
freedom and choice to do what will
make us happy.
They also reflect Filipino culture which
was very important.

10. Differentiation and Supply and
Distribution Leverage are the winning
strategy?
Coca Cola also have a wide distribution
scope in the country.

They have 23 plants, 43 sales offices and
7,800 employees nationwide. Additional
to that are the numerous dealers in
different towns.


SOURCES:

http://www.pepsiphilippines.com/irfiles/2010%20Annual%20Report.pdf

http://www.thecoca-
colacompany.com/ourcompany/ar/pdf/TCCC_2010_Annual_Review.pdf

http://www.scribd.com/doc/6521578/RC-Cola-Marketing-Plan

http://www.datamonitor.com/store/Product/soft_drinks_market_in_the_philippi
nes_to_2014?productid=DBCM8031


SUMMARY


Steps 1 to 5
“Ituloy and Happiness…”
1. Primary Target Market: Teen ages 13
to 21.
2. Who wants happy, positive and
energetic lifestyle.
3. Can choose between Pepsi, Pop Cola or
RC Cola.
4. Other brands are much cheaper.
5. Market size for soft drinks is 65B.

10 STEP
Marketing Plan for

Cristina Krastle Valderas
March 2012


10 Step Marketing Plan

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