Unit Three Marketing Aims and Objectives

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Presentation transcript:

Unit Three Marketing Aims and Objectives Coca Cola Unit Three Marketing Aims and Objectives

Starter You need to make sure you always reference the sources you have used: You need to use the Bibliography Sheet set up for you If you start this from the beginning it will be easier than trying to work it out at the end!

Company Background Write up a Coca Cola Company Background Include information on: How it was founded and what they stand for Their current Corporate Objectives What they current produce The size of the market and their market share. Use the Coca Cola website www.coca-cola.co.uk and your own research. .

Brands Take a look at the list below that shows the world’s top 10 brands in 2002 (as measured by value ($ billions)) 1 Coca-Cola ($69.6) 2 Microsoft ($64.1) 3 IBM ($51.2) 4 GE ($41.3) 5 Intel ($30.9) 6 Nokia ($30.0) 7 Disney ($29.3) 8 McDonalds ($26.4) 9 Marlboro ($24.2) 10 Mercedes ($21.0) Source: Interbrand; JP Morgan Chase, 2002 http://tutor2u.net/business/marketing/brands_introduction.asp

Coca Cola Aim “To Refresh the World... in body, mind, and spirit, to Inspire Moments of Optimism... through our brands and our actions and to create Value and Make a Difference... everywhere we engage.” www.coca-cola.co.uk/Mission_Vision_and_Values/

Coca Cola Corporate Objectives Profit: Maximizing return to shareowners while being mindful of our overall responsibilities. People: Being a great place to work where people are inspired to be the best they can be. Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples’ desires and needs. Partners: Nurturing a winning network of partners and building mutual loyalty. Planet: Being a responsible global citizen that makes a difference. www.coca-cola.co.uk/Mission_Vision_and_Values/

MARKETING OBJECTIVES CORPORATE OBJECTIVES MARKETING OBJECTIVES Understanding customers’ needs Developing new products Increasing brand awareness CORPORATE OBJECTIVES MARKETING OBJECTIVES Improving profitability Improving market share The organisations’ overall goals Diversification Re-launch of product

Your Marketing Objectives Marketing Objective One: To understand our customer needs Marketing Objective Two: To develop a new product Marketing Objective Three: ? Marketing Objective Four:

Objective write up You choose two more objective? http://www.cokecorporateresponsibility.co.uk/marketplace/index.html will help you with this process For each objective write in to your report how they fit with: the brief you have been given Coca Cola Corporate Objectives and current activities.