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Schweppes Marketing Plan. Group members: Merima Bejtagic- Makic Emine Senturk Ediba Rizvanbegovic Zeynep Kara Misala Pramenkovic Emir Becirovic. In mid-1999 Cadbury Schweppes sold all of its non-U.S soft drink holdings to Coca-Cola for $700 million. 227 Years. 1783. 201 1. - PowerPoint PPT Presentation
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Group members:• Merima Bejtagic-Makic• Emine Senturk• Ediba Rizvanbegovic• Zeynep Kara• Misala Pramenkovic• Emir Becirovic
Schweppes Marketing Plan
50 different tastes.
In mid-1999 Cadbury Schweppes sold all of its non-U.S soft drink holdings to Coca-Cola for $700 million
1783 2011227 Years
Company description• Coca-Cola HBC is the leading producer of
non-alcoholic beverages in B&H.
• It holds more than a 65% of total BH market.
• Schweppes holds 9% is for Schweppes, as of 2011, which is 13% of the total market share.
Strategic focus and planThe mission of Coca-Cola HBC B-H d.o.o. Sarajevo is
to refresh their consumers, partner with their customers, reward their stakeholders and enrich the lives of their local communities.
Goal of Schweppes: Penetrate the Entertainment/ Social Leisure occasion at home.
Goals:Create the brand preference via making Schweppes
appealing for hosting meaningful entertaining occasions at home.
It is planning to add a new product line in 2012. Increase the market share from14% in 2011 to 20% in
2012.Increase the selling price slightly to their distributors in
order to increase their profits.
Strengths WeaknessesWell experienced management staffStrong Brand imageDistribution throughout all BiHhigh priced/premium drink Strong cash flow generation and high quality balance sheetEconomies of scale and quality in operations.Delivers new products with new flavors
Low awareness for the Schweppes purpose.
Opportunities ThreatsUnique selling propositionLess competition due its unique taste and distinctive name. Advancements in the technology and in house technology. New household trends.Strong local partnerships with suppliers.
Customers price sensitiveConsumers income has decreasedPreference to local brands. Local regulations and taxes.Health concerns.
Competitor analysis
42%
26%
19%
13%
Sales of schweppes competitors
Schweppes SinalcoSky Cola orangine
65%10%10%
15%
Sales of all the Market
Coca-Cola SinalcoSky Cola others
5.Schweppes: for Authentic HostMarketing and product objectives
Position Schweppes as the most authentic and preferred adult drink for entertainment/social leisure occasions at home- in order to become a must serve for the hosts who care to make these occasions more than ordinary.
Target MarketAdult group: age 24-50 , sharing and group
consumption.
6. Marketing program: Promotional Strategy
Promotional Activities1. Premium POP materijal
B3 poster
Silver
Promotional Activities1. Premium POP materijal
Table tent sa srebrotiskom
srebrotisak
Promotional Activities1. Premium POP materijal
Push/Pull Stickers
Promotional Activities1. Premium POP material
Successful Picture
Product strategySegment and product
PLC Life cycle
Implication
Adults- Tonic Water Maturity Further investment to keep product at this stage to prevent further declining
Adults- Bitter Lemon Growth Further investment in commercials, and product positioning in the stores
Teenage and adults- Tangerine Growth Constant commercial activities to catch momentum of growth
Teenage adn adults- Clear Lemonade
Decline To delist
unknown Introduction-2012
Price StrategyQuality
Price
Low HighLow Economy Penetrati
onHigh Skimmin
gPremium
Distribution Strategy
7.Financial Sales
2007 2008 2009 2010 20110.00200,000.00400,000.00600,000.00800,000.00
1,000,000.001,200,000.001,400,000.001,600,000.001,800,000.002,000,000.00
Chart Title
Axis Title
8.Implementation Plan
Q&AThanks for listening
