3 MARKETING OBJECTIVES
The objective is the starting point of the marketing plan. Objectives should seek to answer the question 'where do we want to go?’ All objectives should be SMART i.e. Specific, Measurable, Achievable, Realistic, and Timed.
Marketing objectives of this marketing plan are:
• To gain 40% of the market for soft drink industry by 2009
• To create strong consumer awareness towards a completely new product from Coca-Cola
• To capture the targeted market for Swirl by establishing wide brand recognition
• To become the top market leader in that particular segment.
• Achieve the forecast sales level within the marketing budget for the 2008/09 financial year and the following 2 fiscal years.
• Creating individual branding while recognizing tradition
4 MARKETING STRATEGIES
(Chapman, 2007) explains Marketing strategy as the tool, which a business utilizes to decide whom to sell the product to, when and how, and then implements it.
5.1 Target Markets
The target market is the group of customers on whom the business focuses attention. The new RTD (ready to drink) fruit alcohol beverage will cater to social needs (perception of a social, fun drink with a sense of belonging within peer consumer groups). Coca-cola has always targeted several segments of market according to its products and it satisfies the needs for many different consumers, ranging from the healthy diet consciousness through Diet Coke to the average human through its best selling drink regular Coke
Base Descriptor Justification
Geographic Region Consumers in regional/rural areas of Australia consume 50% more alcohol than city people (Salvation Army, Alcohol Awareness Survey 2003).
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