Marketing plan for Pop Cola

Date of Publication

2002

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Enrique Soriano

Defense Panel Chair

Alfredo Panizales

Defense Panel Member

Denis Gutierrez

Abstract/Summary

This marketing Plan on Pop Cola is geared towards our thesis that the coexistence of the brand with old time rival Coca-Cola is means of presenting Cosmos with an opportunity. The opportunity that is spoken of would be the capacity of Pop Cola to complete the cola product line of San Miguel (who now owns majority of Coca-cola), thus providing the company a means of commanding the trend in the soft drink industry.

This concern was brought about due to current demands of Coca-cola who is at this time in-charge of integrating Pop Cola into their structure. These requirements include the negotiations on toning down their target market, the reduction of brand image building, and the limiting of the product's growth disabling them from opening new accounts.

It was in this light that we created a marketing program. This program was designed to heighten the opportunities that Pop Cola can bring to both CCBPI and SMC. We have created strategies that were based on a conceptual framework to support this claim. These strategies are summarized by the anagram P.O.P., which stands for our five individual campaigns: Presyong Pinoy, Produktong Pilipino, Pop Kid Cola, Onwards to Asia, and Pusong Pinoy, which will enable us to achieve our ultimate goal of being a means for support and reliability. The quantitative results of these campaigns would allow the brand to achieve its sales and profitability objectives. The investments to be shed-out already anticipated Coca-cola's imposition of a 75% reduction in the marketing budget that is why the returns on our campaign more than compensate the expenses. Moreover, our programs follow a promotional blending scheme wherein the campaign is flexible to Coke's directives.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16377

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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