Running head: COCA-COLA BUBBLE FRESH TEA MARKETING PLAN 1
Coca-Cola Bubble Fresh Tea Marketing Plan
Student’s Name
Instructor’s Name
COCA-COLA BUBBLE FRESH TEA MARKETING PLAN 2
Table of Contents
Coca-Cola Bubble Fresh Tea Marketing Plan …………………………………………………………………….. 3
Portfolio Review …………………………………………………………………………………………………………….. 3
Recommended Product: Bubble Tea …………………………………………………………………………………. 4
Porter’s Five Forces …………………………………………………………………………………………………………. 5
The Threat of New Entrants ………………………………………………………………………………………….. 6
Threat of Substitutes…………………………………………………………………………………………………….. 6
Bargaining Power of Buyers …………………………………………………………………………………………. 6
Bargaining Power of Suppliers ……………………………………………………………………………………… 7
Competitive Rivalry …………………………………………………………………………………………………….. 7
SWOT Analysis ……………………………………………………………………………………………………………… 8
Strengths …………………………………………………………………………………………………………………….. 8
Weaknesses ………………………………………………………………………………………………………………… 8
Opportunities ………………………………………………………………………………………………………………. 9
Threats ……………………………………………………………………………………………………………………….. 9
References ………………………………………………………………………………………………………………..….. 13
COCA-COLA BUBBLE FRESH TEA MARKETING PLAN 3
Coca-Cola Bubble Fresh Tea Marketing Plan
Coca-Cola is the largest multinational soft drink corporation globally in terms of sales. It
is headquartered in Atlanta, Georgia, and is incorporated under Delaware’s General Corporation
Law. Coca-Cola manufactures, markets, and sells non-alcoholic beverage syrups and
concentrates (Coca-Cola, 2021). This marketing plan offers a marketing strategy for Coca-Cola’s
bubble fresh tea, a newly proposed tea brand added to the existing tea brands. It first reviews
Coca-Cola’s portfolio and recommends a new product to be added to the portfolio. It then
analyses Porters’ five forces, SWOT, and market analyses. It is followed by established strategic
objectives, marketing environment issues, and recommend marketing activities and programs.
Finally, the plan establishes a budget and recommends controls to monitor and measure success.
Portfolio Review
Coca-Cola’s products are categorized into five, sparkling soft drinks, waters and
hydration, juices, dairy and plant-based, coffees, and teas. Sparkling soft drinks are mainly Coca-
Cola, sprite, Fanta, Schweppes, and Appletiser flavors (Coca-Cola, 2021). They are refreshing
and hydrating and are designed to match different lifestyles. They range from sugar-free, low
sugar, and sugared with diverse packaging designed to match diverse lifestyles. Waters and
hydration include Dasani, SmartWater, Powerade, Vitaminwater, and topo chico (Brands, 2018).
These water brands come in different varieties to cater to different needs. Dasani, for instance, is
made through reverse osmosis filtration and blended with minerals to offer a fresh, clean taste
(Coca-Cola, 2021). Smartwater is America’s leading premium water brand which provides
vapor-distilled water with added electrolytes.
Juices, dairy, and plant-based categories consist of minute maid, innocent, Simply, and
Fairlife. They come in different varieties and flavors to meet varying needs. Minute maid, for
instance, has over one hundred flavors, from orange juice to apple juice and punches to
COCA-COLA BUBBLE FRESH TEA MARKETING PLAN 4
lemonades (Coca-Cola, 2021). Fresh products are used to make these drinks for high-quality,
healthy products. Fairlife is a dairy product that focuses on nourishing consumers. It fits the
modern lifestyle and is made using a cold-filtration system that concentrates protein and calcium
found in milk and removes some milk sugars (Brands, 2018). Besides, pasteurization using ultra-
high temperatures guarantees a high shelf life (Coca-Cola, 2021). The coffees category consists
of Georgia and costa coffees. Georgia coffees are Japan’s leading coffee brand that offers high-
quality canned coffee. It comes in different varieties, including Fragrant black, craftsman Latte
and iced café au Lait. Costa coffee started as UK’s favorite coffee shop but has grown to global
reach. Coca-Cola company offers several costa coffee varieties to bring the care and quality of
previously local café coffee to coffee lovers globally.
Coca-Cola offers four brands of teas, namely Fuze tea, honest, Gold peak, and Peace tea.
