This marketing plan is aimed at college students. Among college students, there are many people who love sports and have great purchasing power for carbonated drinks. SWOT problem analysis, target market strategy, competition strategy, brand strategy and marketing strategy are used, including product strategy, pricing strategy, channel strategy and promotion strategy. The daily sales volume is about 1000 bottles, and the sales volume is about 3000 yuan.

Two. Marketing analysis

1. Market competition:

This marketing plan is aimed at college students. Among college students, many people love sports and have great purchasing power for carbonated drinks. Therefore, as long as the correct marketing strategy is used, we can achieve great sales. At present, the main brands of carbonated drinks on the market are Coca-Cola, Pepsi-Cola, Sprite, Fanta, Eye-catching, Pulse, 7-up, Scream and mirinda. These drinks are the most common and best-selling drinks, among which Pepsi-Cola tastes similar to Coca-Cola. Pepsi-Cola has gained a certain market by using powerful celebrity advertising endorsements and sports products, which poses a certain threat to Coca-Cola. The following table is a comparison of similar taste products between Coca-Cola Company and Pepsi Company.

2. 1 Comparison table of products with similar tastes between Coca-Cola Company and Pepsi Company

Coca-Cola Company Pepsi Company

like products

Coca Cola Pepsi Cola

Sprite above 7

Fanta Mirinda

Facing the competition of many brands in the soft drink market, mainly the competition between Coca-Cola Company and Pepsi Company. How to make consumers choose Coca-Cola and open the market of Coca-Cola? Through the analysis of current college students, the following conclusions are drawn: first, let college students buy at low prices conveniently; Second, let people who drink Pepsi choose Coca-Cola.

2. Consumer analysis

Since the 20th century, the younger generation has advocated fashion, health, happiness, self-esteem and self-promotion, which coincides with the image of Coca-Cola Company and the lifestyle created by its advertisements. Coke is a part of American culture, and consumers' demand for it is not only a simple sense of taste, but also a recognition and pursuit of American culture that pursues freedom and individuality.

The psychological process of consumers buying products can be divided into the following four steps:

Pay attention to interest and desire to buy.

This plan is also based on these four steps to plan the promotion process, from attracting attention, to generating interest, to longing for possession, and then to implementing purchase behavior, which is also the center of this paper.

Most college students have no income, so it is unrealistic to ask everyone to buy in large quantities at one time, and they can only expand the coverage of sales. Moreover, if a consumer has already purchased a team's products during the competition, the possibility of repeated purchases will be reduced, so win consumers as soon as possible. Therefore, in addition to selling in designated locations, it is also necessary to go to sports grounds and dormitories for promotion, so as to get as many consumers as possible.

3. Situation analysis

2.2 SWOT analysis of Coca-Cola

Analysis content

Advantages are huge consumer groups, rich product varieties and sound sales channels.

The upgrading and localization of inferior products are slow, with less advertising investment and less celebrity endorsements.

Opportunities At present, there are mainly six factories in China. In addition to Coca-Cola, there are other brands that keep following up, especially Fruit Orange. Coca-Cola has a very broad space among young college students.

There are many fake and shoddy goods in the threat market, and there is also competition from Pepsi.

Three. marketing goal

There are about 30,000 college students. On this basis, our goal is to achieve a daily sales volume of about 1000 bottles and a sales volume of about 3,000 yuan. Therefore, the goal of this marketing is to achieve a certain sales volume and enhance the brand image of Coca-Cola.

Four. Formulation of marketing strategy

2. 1 target market strategy

The sales target of this competition is mainly college students. Coca-Cola is a carbonated drink. This product is mainly suitable for the following categories:

People who have just finished exercising;

Someone who eats at lunch or dinner;

Lovers; Treat friends' birthdays;

People who like to drink coke;

Therefore, our target market is mainly people who have just finished exercising, people who have lunch and dinner, and some people who like to drink coke and want to send small blessings to their friends on their birthdays.

2.2 Competitive strategy

Because this marketing practice is that eight teams sell goods at the same time, at the same price and in the same way, it can be said that it is highly homogeneous, and it can be distinguished from other teams by reflecting the added value of products and win more consumers. Therefore, we must be quick in time, scattered in sales locations, and increase publicity in advance.

The specific approach is:

1) Go to restaurants, basketball courts and dormitories to sell, because most people who drink drinks have just finished exercising or eaten, so we should seize these groups before other teams occupy these markets.

2) Before the competition starts, place an order with each dormitory, and at the same time, we can send a flying letter to friends or familiar circles to promote our products and services. In addition, you can place an order with each dormitory in advance, and you can provide on-site service for what you want to drink and send to your friends.

3) Provide opportunities for lottery, group purchase and spike, realize differentiation, add value to products and attract enough customers.

2.3 brand strategy

In terms of brand, only Pepsi can compete with Coca-Cola, which accounts for more than 70% of carbonated drinks in China, so the competitor of Coca-Cola brand is mainly Pepsi.

Coca-Cola is an authentic cola, a real cola. When people talk about Coca-Cola, they mostly mean Coca-Cola. Coca-Cola takes its products as authentic advertising language to deal with Pepsi's attack, but Coca-Cola is a happy cola and Pepsi is a sports cola. The advertising spokespersons invited by the two companies are different from the advertising demands. PepsiCo, a rising star, avoids the important and makes light of the important, and determines the brand positioning different from Coca-Cola, thus establishing its target market.

As far as this competition is concerned, it is necessary to create different brand images according to the determined target market, such as highlighting its characteristics of quenching people's thirst and stimulating after exercise, highlighting its festive and joyful characteristics for people who want to give friends as small gifts, and making them more willing to buy by transmitting different brand images to different target groups.

Verb (abbreviation of verb) combined marketing strategy

Marketing strategies include product strategy, pricing strategy, channel strategy and promotion strategy. In this competition, the first three strategies have basically been finalized, so I won't analyze them for the time being. Let's describe the promotion strategy below.

5. 1 Send Coke as a small blessing gift, which can provide home delivery service.

1) The brand image of Coca-Cola is originally a happy and festive drink, and the word "Coke" in its name gives people a lot of imagination. Therefore, friends or couples can give Coca-Cola as a gift on their birthdays, and we will write down his wishes and deliver Coca-Cola to each other's bedroom on time. At the same time, we will ask consumers to write down the other party's address and contact number in the order so that we can deliver the goods to your door.

2) In addition to taking Coke as a small gift, if he wants to drink Coke himself, he can also log in his information in the order, and we will also send Coke to his dormitory on the day of the competition.

5.2 All-round publicity, and those who order in advance will participate in the lucky draw for free.

1) Publicize the service content of our team on the blackboard, downstairs of the dormitory and the bulletin board of the teaching building of atNo School of Economics and Management. 1, 2nd and 3rd, including online ordering, telephone ordering and SMS ordering. As long as you give your name by email, phone or SMS, you can participate in the lucky draw for free at our promotion site, and the prize is very small.

2) These publicity contents should publicize the team name and location of our team as early as possible before the start of the competition, so that consumers can know that the eight teams in the designated booth should be the same, so we should publicize our team in advance and convey our information to consumers.

3) For the sake of promotion funds, the attraction to consumers is only to participate in the lottery, and we also need to promote people in the process of their lottery to promote their final purchase behavior.

4) In addition, fixed-point booths should be said to be the main force of sales. In addition to sales, if possible, you can also use small speakers to help attract consumers' attention.

5.3 Group purchase discount, random lottery, limited time spike.

1) Group buying is mainly concentrated on the basketball court, because there are usually about 10 players, so we will implement the promotion method of more than 5 bottles from 2 yuan and more than 10 from 5 yuan.

2) In addition to giving full discount on the price, we also use the random lottery function of the computer to give everyone who wants to participate in the activity a card with numbers on it. We start rolling when everyone calls start, and we stop when everyone calls stop. Shake the number to get our prize or a bottle of coke. And we didn't buy a bottle of coke, but also provided a lucky draw.

3) Kill in a limited time twice a day, when there are many people. Within the specified time, as long as people can get the red cards that we made in advance and hid in Sanjiao Building, a restaurant and other places, they can buy one for free with a red card. We have a limited number of red cards, and we can get this discount if we find them within the specified time. And each person is limited to one time.

Action plan of intransitive verbs

1) Promote sales in the dormitory before the competition, book Coca-Cola, and do a good job of publicity activities in advance (A4 paper is posted downstairs in the dormitory as a publicity card). Prepare the equipment during the lottery, including lottery boxes, computers, microphones, stereos and other items.

2) After the contest starts, send two people to the door according to the requirements of each customer in the order, leave two people at the booth to sell products to passers-by, and provide lucky draw opportunities for students who send text messages in advance. After the four people gather, the first on-site wheel lottery will be held. After the wheel lottery, the flow of people will also increase. At this time, we will announce a time-limited spike activity, which lasts for 3 minutes. Get a red card when you come back, and we will honor our promise to buy one and get one free.

3) Make the sales record of the day and check the accounts.

4) Advertising slogan:

Coca-Cola forever, unique and delicious!

Buy one get one free is more cost-effective! Coke will charge!

Thirst? (Coke) What are you waiting for?

Buy coke and win the prize!

Time-limited spike, cash it as soon as you see the card, run!