Coca Cola Marketing Plan

3.0 MARKETING STRATEGY

3.5 Positioning

Coca-Liqour will position itself as a premium alcoholic mixed beverage brand. This positioning will be achieved through leveraging the parent company (Coca-cola) experience and prestige that has already been established within the industry. Coca liqor meets the needs of young adults (21-34 target market) that want a readymade mixed alcoholic beverage. The brand extension will eliminate the nuisance of mixing drinks because Coca Liqor already has the perfect amount of alcohol and coke in one bottle. We differ from other alcohol brands because our drink is already mixed (1.5 ounces of liquor and 6.5 ounces of coke) and ready to serve in a convenient bottle. Although there are competitors, we are seemingly entering into a market where this product blend currently does not exist. Our most distinguishing factor is the convenience element of already having alcohol and a chaser readily available.

3.7 Marketing Mix

Product

Our product is a brand extension of Coca Cola which has proven to be a brand of excellence and prestige. Coca Cola has a real presence in the beverage industry and has successfully established brand loyalty amongst their customers. Introducing a new alcoholic beverage will be supported by our loyal customers in addition to attracting new customers. The product is simple; Coca Cola will combine Coke products with premium alcoholic beverages such as Rum and vodka. This product is valuable because it takes the hassle out of preparing a drink by having a delicious drink conveniently prepared and ready to drink. Consumers will benefit because the "party" experience has been created by a trusted brand (Coca Cola).

Price

Coca liqor is estimated to cost around $3 per 8 ounce bottle. This price has been established to both provide value to our customer while remaining profitable. The price will be finalized by first establishing the breakeven point; determining what variable and fixed costs will need to be identified. We anticipate that we will experience a higher sales volume due to brand loyalty, if this is achieved then we can lower unit costs while still achieving higher profit margin. Coca Liqor realizes that pricing is extremely important and it is a good idea to price appropriately initially. However, the price can be reviewed on a bi-quarter basis so that the pricing strategy can be analyzed and adjusted accordingly.50ml of vodka purchased at the wholesale value costs $1.75(this will be the amount needed to make the drink). Currently a single 12 ounce beer is sold on average for $2.99. Smirnoff wine coolers are roughly $8-$10 depending on the region