Marketing Plan

Executive Summary
Table of Contents
Current Market Situation
1. Target Market
  1. Health concsiouss
2. Product
  1. 2013
    1. Industry Growth Rate 2.4%
      1. Sales Revenue $2.41 Billion
  2. 2011
    1. Industry sales units
    2. Industry Growth Rate 4.4%
    3. Company's Market Share
    4. Average unit price
    5. Variable cost per unit
    6. Unit Gross Contibutions
    7. Sales volume (Units)
    8. Sales Revenue $2.30 Billion
    9. Gross contibution
    10. Overheads
    11. Net conrtibution
    12. Promotional expeniture
    13. Sales force & Distribution
    14. Marketing research
    15. Net operating profit
  3. 2012
    1. Industry Growth Rate 0.7%
    2. Sales Revenue $2.42 Billion
  4. 2014
    1. Industry Growth Rate 2014/15 1%
      1. Sales Revenue $2.40 Billion
      2. Market Share 57.4%
  5. 2015 Forecast
    1. Growth 1.2%
3. Competition
  1. Asahi Holdings
    1. Pepsi Next
      1. Size
      2. Goals
      3. Product quality
      4. Marketing strategy
      5. Market share
    2. Market share 24.4%
4. Distibution
  1. Supermarkets 55%
  2. Specialty soft drink wholesalers 19%
  3. Grocery wholesalers 15%
  4. Other 11%
5. Macro-environment
  1. Company
    1. Demographic
    2. Economic
    3. Natural
    4. Technological
      1. Automating production
      2. Plant based PET bottles
    5. Political
    6. Cultural
SWOT and issue analysis
1. SWOT
  1. Strengths
    1. Control of distribution arrangements
    2. Supply contracts in place
    3. Economies of scope
    4. Attractive product presentation
    5. Marketing of differentiated products
    6. Economies of scale
  2. Weaknesses
  3. Opportunities
    1. Health conscious negatively affects demand - avoiding sugar
    2. Stevia prices may be less volatile than sugar
    3. Diet and low sugar products allow the retention of consumers
  4. Threats
2. PEST
  1. Political
  2. Economical
  3. Social
  4. Technology
Objectives
1. Financial
  1. Marketing
Marketing Strategy
1. Target market
2. Product positioning
3. Product Line
  1. Cans
    1. 250 ml
    2. 375 ml
    3. 8X200 ml
    4. 10X375 ml
  2. PET bottles
    1. 390 ml
    2. 450 ml
    3. 600 ml
    4. 1.25 lt
  3. Glass
    1. 330 ml
    2. 1 lt
    3. 4X330 ml
4. Price
5. Distribution outlets
6. Sales Force
7. Service
8. Integrated marketing communication
9. Sales Promotion
10. Synchronous
11. Research and development
12. Marketing Research
Action Programs
1. What will be done?
  1. When will it be done?
    1. Who will do it?
      1. How much will be spent?
Projected Profit and Loss Statements
1. Revenue
  1. Sales volume in units and average price
2. Expenses
  1. Production
  2. Distribution
  3. Marketing
    1. Promotions
    2. Research
Controls
1. Set goals
  1. Measure performance
    1. Evaluate performance
      1. Take corrective action

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