I.

EXECUTIVE SUMMARY

The following marketing plan forms the basis for the introduction of an innovative new product by the Coca-Cola Company. The analysis allows us to outline the best strategies to follow for the achievement of the companys strategic goals. Bubble Buzz will be marketed as a unique functional drink while striving to reinforce the companys status as the leader in innovation and successful product launches. The marketing strategies will enable to reach a market size of an estimated 8, 688,300 people ( targeted) with a forecasted sales growth prospect of 7.3% over the next 4 years, while satisfying the needs of the still -unserved market for ready-to-drink bubble tea. Success will be reflected by a sizeable capture of market shares within this market, while strategically carrying the company up to the top spot as the market leader in the functional drinks segments of soft drinks. Export will be considered in China.

II. BUSINESS REVIEW The Coca-Cola Companys core undertaking is t o b e n e f i t a n d r e f r e s h e v e r y o n e i t r e a c h e s . . Founded in 1886, we are the worlds leading manufacturer, marketer, and distributor of non-alcoholic beverage concentrates and syrups, which are used to produce nearly 400 beverage brands that make up for our wide portfolio. Our corporate headquarters are established in Atlanta, and we are holding local operations in over 200 countries around the world. Our activities cover all sectors of the beverage industry. We are the second leading player in functional and Asian specialty drinks, while ranking number one in value for the ready-to-drink tea sector. Bubble Buzz will be a bottled beverage and will be positioned as the only ready-todrink Bubble Tea product available in the market. The beverage will have a green tea base with enhancement fruit flavors ( passion fruit, strawberry and lime ) as well as tapioca pearls. It will bring an entirely unique drinking experience to its consumers. It will present itself as a funky and unusual alternative to traditional tea providing the great taste of authentic fruit juice in an attractive and convenient packaging. The strategic role of Bubble Buzz for the Coca-cola Company is centered around three objectives: 1. To stay at the forefront as the market leader in innovative product introductions and successful product launches. 2. To strengthen and satisfy the needs of the more adventurous Generation with a new eye catching and functional product. 3. To become the market leader in the functional drinks segment with increased market.