MARKETİNG PLAN FİNAL REPORT PRO! by Coca-Cola Group #8 Ömür Bali 9453 Soner Beyhan 9413 Oktay Kılınç 9461 İrem Parmaksızoğlu 8066 Project Supervisor: Burcu Taşoluk Project TA: Arda Onur Ertem Submitted to Faculty of Management of Sabanci University May 20, 2008
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MARKETİNG PLAN FİNAL REPORT
PRO! by Coca-Cola
Group #8
Ömür Bali 9453
Soner Beyhan 9413
Oktay Kılınç 9461
İrem Parmaksızoğlu 8066
Project Supervisor:
Burcu Taşoluk
Project TA:
Arda Onur Ertem
Submitted to Faculty of
Management of Sabanci University
May 20, 2008
1. Executive Summary
First of all we started the project, as the group # 8, with searching for an innovative product to do a
marketing plan. We aimed food and beverage sector first because it needs less technological
information and much more creative marketing ability. We searched through internet and databases
to find specific information about our ideas. We look for Turkish brands which are suitable for
innovative products. As a result of our search, we came up with a protein beverage idea and the
huge gap in the Turkish protein beverage market supported our idea. To reach our goal we
considered choosing a strong brand name with many marketing opportunities. The biggest company
in the beverage and sports drink market is the ”Coca Cola” Company. With its extremely strong
company name, distribution channels and marketing strategy, the Coca Cola Company was a good fit
for our product. So we decided to make a brand extension within the Coca Cola Company and start
to plan a protein and energy drink, two in one. Coca Cola has a product named “PowerAde” which is
a product in Coca-Cola’s sports drinks sector. So we decided that sports drink sector could be a good
“new developing” sector for Coca Cola.
After deciding the product type and the company, we determined the name of the product. The
name of the product is “Pro!”. Pro is compressed version of the word professional and it is easily to
remember like another product name of the company, Coca Cola Zero. The name underlines the
power and excitement of performance ability, which we are trying to emphasize to our customers
with our product. After deciding the name, we developed marketing strategies to improve our
marketing plan. We investigated competitors’ positions, market shares and their products and the
difference between our product and their products.
We stated our strengths, weaknesses, opportunities and threats in a SWOT analysis, to see the whole
image of the market and our place in the market. After seeing the whole image, we focused the
customer part of the marketing plan. We made market segmentation for our product. We grouped
people according to their differences which then did help us to target the market. We targeted
professional and non-professional sportsmen/women, children at growing ages and people who
need to consume protein more than others. After deciding the targeted consumers, we investigate
the market for pricing issues. As a new product we decided to give lower price than our competitors
with higher quality standards to gain space and share in the market. In that manner we used the new
scientific results that allowed us to use Soybean for protein. As other marketing strategies, we try to
come up with strong and powerful packaging and labeling strategies. We decided to use 330 ml cans
and 500ml bottle. With different taste choices like lemon, orange and apple we try to reach different
consumers.
Because Pro is a new and innovative product for Turkish market, as the marketers, we give great
importance to marketing communication strategies. We decided to use objective-task-method for
our promotion and advertising budget. We decided to use integrated marketing communications
with a strong and clear message “Gücünü Hisset!”. As advertisement we think of using famous
sportsmen/women as opinion leaders highlighting the performance of our product and using doctors
to eliminate the prejudices of the customers about the health issues of Pro. We construct sales plans
and public relation plans to support these advertisements. Our goal is to succeed to the market
leader title in the sports drink market of Turkey under the brand of “Coca-Cola”.
2. Company Description
2.1 The Coca Cola Company
The Coca-Cola Company is the world's largest beverage company, largest manufacturer, distributor
and marketer of non-alcoholic beverage concentrates and syrups in the world, and one of the largest
corporations in the United States. The company is best known for its flagship product Coca-Cola,
invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought
In 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake
Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over 300 countries or territories
and serves 1.5 billion servings each day. The company operates a franchised distribution system
dating back to 1889 where TCCC only produces syrup concentrate which is then sold to various
bottlers throughout the world who hold an exclusive territory.The Coca-Cola Company is
headquartered in Atlanta, Georgia. Its stock is listed on theNYSE and is part of DJIA and S&P500. The
Coca-Cola Company, incorporated in September 1919, is the manufacturer, distributor and marketer
of nonalcoholic beverage concentrates and syrups in the world. Finished beverage products bearing
its trademarks are sold in more than 200 countries. The Company markets nonalcoholic sparkling
brands, which includes Diet Coke, Fanta and Sprite. Its business is nonalcoholic beverages, principally
sparkling beverages, but also a variety of still beverages. The Company manufactures beverage
concentrates and syrups, which it sells to bottling and canning operations, fountain wholesalers and
some fountain retailers, as well as finished beverages, which it sells primarily to distributors. The
Company owns or licenses more than 450 brands, including diet and light beverages, waters,
enhanced waters, juices and juice drinks, teas, coffees, and energy and sports drinks. In addition, it
has ownership interests in numerous beverage joint ventures, bottling and canning operations,
although most of these operations are independently owned and managed. On June 7, 2007, the
Company acquired Energy Brands Inc. On February 22, 2007, the Company acquired the remaining
65% interest in Coca-Cola Bottlers Philippines, Inc. During the year ended December 31, 2007, the
Company acquired a 50% interest in Jugos del Valle and a 34% interest in Tokyo Coca-Cola Bottling
Company. In 2007, it acquired glaceau, 18 German bottling and distribution operations, Fuze and
Leao Junior. The Company sells the concentrates and syrups for bottled and canned beverages to
authorized bottling and canning operations. In addition to concentrates and syrups for sparkling
beverages and flavored still beverages, it also sells concentrates (in powder form) for purified water
products, such as Dasani to authorized bottling operations. Its beverage products include Coca-Cola,
With a bare definition Protein is equal to meat. It eliminates the hunger of a person very quickly and
for a long time. Also protein is important for people because of its functions in his cells. Proteins are
the most important building stones of our metabolisms and bodies. Our bodies are not quialified
enough to synthesize needed amino acids all alone. So we have to take our proteins from outside.
And this necessity makes foods with high protein content very delicious and expensive.
3.2.2. Why is it expensive?
Proteins are expensive because it is the basic food that everyone has to consume without condition.
Proteins are not only needed for personal consumption but for animals in agriculture operations. In
agriculture proteins are put in the fodders of animals in order to increase the performance.
3.2.3. Is synthetic Protein possible?
Yes it is possible. The building stones of proteins, amino acids, could be synthesized manually
through scientific experiments. But the process that these synthetic proteins will be used for
commercial purposes are limited by the government.
The aim of these experiments was not for commercial purposes. They were made during the
researches about the evolution theory.
3.2.4. Pure Proteins:
In Turkey the researches about the pure proteins are focused in three options.
1- Fish processing faecals
2- Wool wastes
3- Soybean
There are deep researches going on in Turkey with these three materials in order to find alternative
ways to gain pure proteins from then nature. But the most optimal one from these three alternatives
is the third one, Soybean. His advantages are that it is easy to find in the nature and it is easy to
process and work on it. And most importantly, with recent researches scientists find out ways to
produce Soybean protein that is soluble in water. (that is %99 protein). We will use Soybean protein
in our Pro drinks.
3.2.5. Proteins soluble in water:
Proteins are made of big molecules. That makes it difficult to make them dissolve in water. But there
are ways to make it possible. One of these ways is to break the protein in very small pieces and to
rotate these proteins in water very fast. This method is an easy one and helps us to resolve protein in
water.
3.2.6. Protein in our Pro:
One of the most important properties of our product is that it contains one of the most important
building stones of human metabolism, Protein. As we tried to explain above our body periodically
needs protein. So we offer our consumers these proteins in a bottle – can. The protein that our
products contain will be made by soybean proteins. That will reduce the costs.
3.3 Format and Presentation:
We will offer to the market three different taste-kinds of Pro: “Orange”, “Apple”, and “Lemon”.
Every bottle or every can will have its unique design according to its taste. That means for Lemon
taste Pro’s we will offer different package style than the package style that we offer for other
options.
Pro’s are going to be offered to the customers with two different choice options: In 330 ml cans and
in 500 ml plastic bottles. The Pro should be kept cold like the other products of Coca Cola. The labels
of the cans and bottle will contain the brand name “Coca-Cola”, too.
3.4. Naming the Product:
Before we named our product we made researches and surveys. We wanted a catchy name that will
make people do not forget about our product. The name should suit the brand name and its mission.
We decided that the name of our product is “Pro!”
Pro is the short word for “Professional”. A pro player is a professional sportsman or woman. In that
manner the name of our product provides a connection between our product and potential
consumers trust. The name of our product gives the consumers signals underlying that we know
what we do, we have experiences.
The name of our product is made of 3 letters that means it is short. “Pro” is a catchy word. It is easy
to remember. It easily provides a relation between the product and things that the product offers.
3.5. Differentiation:
Our Product supports and regulates his consumer’s metabolism and body. It is not just an energy
drink. It is not just a protein drink. It is not just a vitamin drink, too. But our product, Pro, is all that
and even more. Most importantly Pro! is healthy. With his high protein content and low carbon
hydrate content it makes your body fit.
Our consumers won’t have to be sorry for their lack of muscles. They should not be worrying for the
energy they lost during their physical workout. And they should not be worrying to drink with their
sweaty body and should not be afraid of getting cold. Pro is the salvation of your body.
4. Strategic Focus and Plan
4.1.1 Pro’s Mission, Vision & Values
Our mission, vision and values outline who we are, what we seek to achieve, and how we want to
achieve it. They provide a clear direction for our Company and help ensure that we are all working
toward the same goals.
Our Product will be produced and sold under the brand name “Coca-Cola”. We will not only use their
distribution channels, their connections, their facilities and their brand names but we will also follow
their Mission, Vision & Values. As a family, Coca-Cola knows what it does. Their Mission-Vision-
Values are good determined and effective. So we will adopt these in order to reach our goals and we
will follow them.
4.1.2 Coca-Cola’s Mission, Vision & Values
Everything we do is inspired by our enduring Mission:
• To Refresh the World...in body, mind, and spirit.
• To Inspire Moments of Optimism...through our brands and our actions.
• To Create Value and Make a Difference...everywhere we engage.
To achieve sustainable growth, we have established a Vision with clear goals:
• People: Being a great place to work where people are inspired to be the best they can be.
• Planet: Being a responsible global citizen that makes a difference.
• Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy
peoples' desires and needs.
• Partners: Nurturing a winning network of partners and building mutual loyalty.
• Profit: Maximizing return to shareowners while being mindful of our overall responsibilities.
We are guided by shared Values that we will live by as a company and as individuals:
• Leadership: “The courage to shape a better future”
• Passion: “Committed in heart and mind”
• Integrity: “Be real”
• Accountability: “If it is to be, it's up to me”
• Collaboration: “Leverage collective genius”
• Innovation: “Seek, imagine, create, delight”
• Quality: “What we do, we do well”
(see References)
4.2 Core Competencies
The Core Competency of the company “Coca-Cola” is the can and bottled drinks. They are the
leaders in that segment of the market. They are the leaders of the changes in non-alcohol cold-
drink sector. People are loving Coca-Cola and its drinks much and they are bounded to it.
Coca Cola mı? Pepsi mi? Cola Turka mı? Coca Cola (1995) 39% Pepsi (375) 8% Cola Turka (1905) 37% Diğer(Belirtiniz) (825) 16% A total of 5100 Votes have been submitted.
(see References)
The goal of the company from producing Pro is, to get the advantages and profits of producing
synthetic protein. Since Pro is some kind of a metabolism regulator, Coca-Cola aims to make
people buy Pro’s who are not sportsmen.
Price List
Item Description Per Unit Price Pro 330 ml per can $2 Pro 500 ml per bottle $3
5. Situation Analysis
5.1 MARKET DESCRIPTION :
CCI's products in the non-carbonated soft drinks category, which are "Cappy" fruit juices, "Turkuaz"
and "Damla" water brands, "PowerAde" sports drink, "Burn" energy drink, "Nestea" ice tea and
"Nescafe Xpress" ice coffee, have strong positions within their respective segments. CCI was the
leader in fruit juice, sports drinks and ice coffee segments in 2006.
(see References)
Market regained its 2004 peak of 4m litres, following another strong performance from PowerAde
and the Ulker’s allstar late last year. Still ready to drink products redominate and are likely to be the
only available in 2007, now that Novartis has withdrawn Isostar the last consignment of Isostar
powder arrived in early 2006. Coca Cola is the market leader in this category and has been
responsible of the growth. PepsiCo with no promotional support for Gatorade made no progress in
2006. Natura Gıda’s Sportmax and Ulker’s Allstar are relatively new brands with big ambitions but
still they hold no significance place in the market. Growth of %15 have been viewed over 2007 and
expected to be maintained especially with new players in the game like Allstar and Sportmax.New
Products of 2006 are Coca-Cola Forest Force(kiwi) flavor for PowerAde for FIFA World Tournament,
SGU has started new range of private label sports drinks for three major football clubs, Fenerbahçe,
Galatasaray, Beşiktaş, each in their respective colors and lastly Allstar is introduced to market by the
end of 2006. Total consumptipn for sports drinks in 2007 is 4.6 million liters and in 2006 PowerAde
had total share of 3.5 million liters and % 87.5 market shares. Energy drinks has suffered a rough year
due to Ministry of Agricultures enforcement on two sets of ingredient, which resulted in market
vacuums between October 2005 and February 2006( it was decided to halve the caffeine limits) and
for most of last quarter of 2006( when products had to be reformulated to reduce other ingredient
levels). Nevertheless annual sales still managed to grow %40 in the seven months of the year
available, such was the strength of the demand. Redbull twice obliged to reformulate in the past 18
months (a world first) retains market leadership over Coca Cola’s Burn, a strong second.
(see Referances)
Other brands compete for remaining %18 shares. While smaller brands lack of competition for %18
share lingers, Ulker’s new product Ateş Suyu had a new entry in third quarter of 2006. RedBull is the
clear price leader. Burn and Ateş Suyu tend to sell at around %15 below in big supermarkets, while
other brands may be up to %30-35 cheaper. New Products of 2006 were Carlsberg Group’s Battery
and Ulker launched Ates Suyu in 3rd Quarter of 2006. Total Energy drinks market size for 2006 is 6.6
and 2007 around 7.8. Redbull is the market leader with 3.5 million liters and %53 market share and
Coca Cola’s Burn follows it with 1.9 liters and market share of %28.8.
5.2. Product Review
At the beginning we will enter the market with 3 different taste options, “Orange, Apple, Lemon”.
The menu of Pro’s will be hold limited since our very first goal to make people who didn’t hear
anything about Pro try our product and become regular customer of our product. After we succeed it
to make our product known by customers we will add new taste options and new sizes of Pro’s in our
menu.
Our product is not a fizzy drink. That means a person who opens a can of Pro will not have to finish it
fast because the taste will not change or disappear that much in short time.
We aim to change the “unhealthy” image of Coca-Cola with the penetration of our product into the
market. In order to succeed that we will underline one property of our product, “Pro is a healthy
drink, it helps you to regulate your body and metabolism in healthy ways.” This change on the image
of Coca-Cola will also have a positive effect on the images of other products of Coca-Cola. That’s why
Coca-cola and we will pay great attention on the choices of the shape, color, label and easiness to
drink of Pro. The target of us in that market are sportsmen (professional or non-professional) and all
the people living in “The Marmara Region”, “Black Sea Region”, “Aegean Region” and
“Mediterranean Region” who are under 30 years old.
5.3. Competitive Review
For many athletes, especially those who compete in endurance sports, drinking liquids that will
replenish the amount of carbohydrate being used by the body is essential. If this does not happen,
the athlete can become dehydrated and fatigued very quickly, as if evidenced by the paper dicussed
in the other sections of this web site. When choosing a sports drink, a person must look at several
factors. Not only does the drink have to have the necessary nutrients, but it should also taste good.
The most successful drinks on the market today, such as Gatorade and All Sport, combine these two
factors. (http://student.biology.arizona.edu/honors98/group14/sportsdrinks.html) According to
research by consumer analysts Euromonitor, the soft drinks sector reflects Turkey's increasingly
prosperous economic conditions, with sales expected to grow from 2004 to 2009 by 53 per cent, to
reach around 9 billion liters. The promotion will see modified artwork being included on the popular
Coca-Cola Light brand of canned drinks, whilst the image of prominent Turkish footballer Nihat
Kahveci, will grace all canned products of its PowerAde sports drink. While between 2004 and 2009
functional drinks like PowerAde are expected to witness the most dynamic growth of around 129 per
cent, bottled water will remain market leader with an estimated 7bn liters sold throughout the year.
Crown Bevcan has been operating in Turkey since 1992, estimating that it currently supplies around
1.5bn cans to the local market.(see References) Our product will be combination of energy and
sports drinks and it may seem like cannibalism but still we will be able both enlarge the market by
triggering with new product and campaigns the raise consumer awareness and also we will be able
become a reasonable competitor for RedBull in energy drinks market. The market shares in both of
the industry reflect our position and its relevance to our strategy since these markets are very niche
and new to the Turkish culture we need to penetrate the market with new products and promotions.
Current sports drink market is segmented as follows: powerade % 87.5 with 3.5 million liters, isostar
%5 with 0.2 million liters, Gatorade, allstar and sportmax %2.5 with 0.1 million liters. For energy
drinks RedBull has dominance over the market with 3.5 million liters and %53 market share; burn
%28.8 with 1.9million liters; ateş suyu %4.5 with 0.3 million liters; lion club and deep each have %3
market share with 0.2million liters; battery, black colt, buzzer and red zone each have %1.5 with 0.1
million liters. (Canadian annual soft drinks report)
5.4. SWOT Analysis
The SWOT analysis part includes the strengths, weaknesses, opportunities and threats of the coca
cola company related to the product “Pro!”. In this section there will be a detailed analysis about the
products position in the market with its SWOT analysis.
5.4.1. Strengths
First of all the “Pro!” is a Coca Cola Company product and the same retailers and the extreme
distribution strategy of the Coca Cola company will be used for this product. So the same low cost
structure will be used and this is our most important strength. The capability of the Coca Cola
Company to successfully market innovative products is strength for our product. We can see the
example of that by the new Coca Cola product Zero.
5.4.2. Weaknesses
Pro is a new product for the Turkish market and there is a lack of information about customer
demand for the product. The product can fail if there are not enough advertisements or promotion.
The Coca Cola Company should give a big budget for the promotion.
5.4.3. Opportunities
The Coca Cola name as a brand gives the customers a huge confidence for the product, so this is
helping our new product. When a customer purchases a product they will look for the brand name
and the producer. The strong brand name is an opportunity for the product.
For the protein containing beverages we have no real competitor for the Pro. The only similar
product is the PowerAde which is a sports drink and it’s a coca cola company brand, too. They aim
the same customers but they differ in the content. There is a gap in the market for such a product is
an opportunity for our product.
PowerAde and Pro are aiming the same customers so as the Coca Cola Company we can use the
information for the PowerAde to improve the market information for Pro.
5.4.4. Threats
The protein containing beverages can cause heart problems by extreme usage. So because of this
information customer feel unsafe by using the product. By advertisement and promotion we can
delete this image. Possible prejudices of the consumers is a threat for our product.
After producing the Pro, the competitors of coca cola in the local market, like Cola Turka, can
produce similar products to compete in the sports beverage market. This can be a threat and Pro
should be ready for this competition. New competitors can cause intensive price competition in the
market. These kind of competitions can be seen as possible threats for our product.
6. MARKETİNG STRATEGY:
6.1 Segmentation, Targeting and Positioning
6.1.1 Segmentation:
We first divide our society into segments according to their age. We divide them into 5 main age
groups. “5-15”, “16-24”, “25-30”, “31-45” and “+45”. (For additional information see Appendix A and
B)
Then we divide our society geographically. We divide them into 7 groups which are: people living in
“The Marmara Region”, “Black Sea Region”, “Aegean Region”, “East Anatolia Region”
Then we divide our society psychographic. We divide them into 4 groups which are: people we does
sport “everyday”, “~once a week”, “~once a month” and “rarely”. And then also into 2 other groups
as: people making sport “professionally” and “non-professionally.”
6.1.2 Targeting:
Our product will focus on the age groups of “5-15”, “16-24” and “25-30”. Researches show that in
developed countries almost 100% of 5-24 age group, almost 80% of 25-30 age group, %60 of 31-44
age group and %15 of +45 age group do sport. (For additional information see Appendix A and B)
The Population of Turkey is ~70 million. 40 million of the total population belongs to the age group of
5-30.
We will focus our attention not on all the regions of Turkey but 4 of them: “The Marmara Region”, “Black Sea Region”, “Aegean Region” and “Mediterranean Region”.
Researches show that these 4 regions contain ~72% of Turkey’s total sportsmen.
People who do sport in professional manner and in non-professional manner are in our target. We
will try to make the non-professional sportsmen use our product by showing them that the
professional sportsmen are using our product and that they enjoy “Pro!”
People who do sport “everyday” and “~once a week” are in our target because these people are
potential consumers of energy drinks, protein drinks – minerals and vitamins. They are interested in
sport and most of them do care for their health. So they possibly going to try to protect and support
their body and metabolism.
6.1.3. Positioning:
Professional sport clubs and sportsmen are the most important target market. People who do sport
in professional manner pay great attention to his health and shape. They try to regulate their
metabolism and protect it against illnesses. They want the energy they lost during a physical workout
back and in the same time they want to protect the shape of their strong body. And they want both
of them in a healthy way.
Pro’s high protein, low carbohydrate and sugar-free content are perfect for those individuals looking
to protect the shape of their strong body and those individuals looking to gain the lost energy back.
With his low carbon hydrate content, Pro, provides his consumer that he protects his weight and his
shape.
The main competitors for our product s are Sports Drinks, Energy Drinks and Protein Pills. But Pro is
better than all these there competitors since Pro provides almost everything that these 3 groups
together provide for a lower price that the one’ in the market.
6.2. Value Proposition:
Our value proposition is to offer “more for less.” We claim to offer energy and protein in the same
time for lower prices than our competitors (see pricing section 6.3.). We are going to compete on
price and on quality at the same time. But our main focus will be the quality that makes the price
more than worth it.
6.3. Marketing Objectives:
We need to establish our product “Pro!” as the sportsmen-friendly drink. That means being talked
about in major press, speaking at health events and gaining recognition. Our measurable and specific
objective is to be introduced during the coming-next sports events and being introduced by at least 3
very famous sportsmen as his best friend for his carrier.
We need to establish the connection with the brand-name “Coca-Cola”. By the end of this year, we
need to be known as the shining star of the Coca-Cola Company. Our target market should know that
“Pro!” is manufactured by the “Coca-Cola” family.
We need to reach at least 4 main regions of Turkey by the end of the year. The Marmara region for
sure and also Aegean, Black Sea and Mediterranean region. We can't be who we claim without being
truly known and trusted.
6.4. Target Market Strategy:
We must focus on two main groups: “Professional and non-professional sportsmen who are under 30
years old.” Theses described people are the key customers for “Pro!”. We want to create strong
relation with the sports-world and by the way we are going to focus our attention to professional and
non-professional sportsmen who are under 30 years old since a person does sport mostly between
these ages. Researches show that in developed countries almost 100% of 5-24 age groups, almost
80% of 25-30 age groups, %60 of 31-44 age groups and %15 of +45 age groups are doing sport.
The Population of Turkey is ~70 million. 40 million of the total population belongs to the age group of
5-30. (see references section)
6.5. Messaging:
We do have a strong message, a major part of which is the impression of confidence, trust and
healthy. We have more detail below, but we can summarize here: we are all that your body needs.
We are not inexpensive. We are worth what we charge. We will protect your metabolism, help you
to have a attractive body and give you energy. We will save you from all of the diet expenses and
from trying unhealthy sports-energy drinks.
Target Market Messaging Market Segments Messaging Sportsmen <30 You have a new health coach; Pro will make you better than ever. Young People 15-22 Whenever you are tired or want to grow quicker. Amateur Sportsmen Pro, the only difference between you and Pele.
6.6. Marketing Communications Strategy
As the marketers for a new product, the marketing communication strategies are very important for
us. Advertising, sales promotions public relations, personal selling and direct marketing tools have
great importance for a new product. These tools should be used for integrated marketing
communications (IMC). By integrated marketing communications all the tools are used to give a
consistent, clear and compelling company and brand message. As the Pro! we are trying to use IMC.
We want to emphasize that our product is a new product and it is a strong product with the message
“Gücünü Hisset!”. It will have an emotional appeal which can be provided by advertising and
promotion with using humor, excitement and self-confidence. And it will have a rational appeal with
using performance. If we consider the buyer-readiness stages we like to give information to increase
the awareness, knowledge, liking, preference, conviction and purchase.
6.6.1. Setting the Total Promotion Budget and Mix
There are four common methods to set the total budget for advertising; affordable method,
percentage of sales method, competitive parity method, objective and task method. We will use for
our product Pro, the objective-task-method first and if new competitors joins the market we will use
the competitive-parity method.
For the objective-task-method
- Promotion objectives: Introducing the new and strong product
- Determining the tasks for the objective: Using sports celebrities with showing muscular body
parts, highlighting the importance of protein beverages
- Estimating the cost of performing these tasks: All the TV advertising budgets etc.
For the competitive parity method; if new players join the market, we will monitor the competitors’
budgets, advertising or promotions and set the budget in terms of this information.
6.6.2. Choosing media
There are two types of communication channels, personal and non-personal channels.
By personal communication channels there are several communication tools. As Pro! Marketers we
will use online buying guides, hotlines and online discussion boards. By non-personal communication
channels we will use print media, online media and broadcast media.
6.6.3. Advertising and Sales Promotion
By advertising for our product we will use famous sportsmen/women, celebrities and doctors. We
will emphasize the performance ability of the “Pro “by using famous sportsmen/women and to
increase the attraction to the product. By using doctors we will emphasize the health issues of our
product. To do these we will use TV advertisements, radio advertisements and billboards with the
message “Gücünü Hisset!” .
For the Pro we will use sales promotion, too. To attract the retailers we can set some promotions,
like giving some price advantages.
6.6.4. Public Relations
The Coca Cola Company is using public relation tools very often. For the new product Pro we can use
these tools, too. Giving some sponsorship to social events can be one of the biggest chances by
public relations. The Rock and Coke festival can be seen as an example of that.
6.6.5. Promotion Mix Strategies
There are two basic promotion mix strategies; push promotion strategy and pull promotion strategy.
B2C marketing and type of our product is the determining factors for our strategy.
We will use the pull promotion strategy because of our selected promotion tools. In this strategy the
producer directs its marketing activities toward final consumers to induce them to buy the product.
With the chosen tools we will select pull promotion.
Because we are the only company in the Turkish market, we can set the price as high as possible but
socially responsible marketing and the coca cola company policies attached to that, don’t allow this.
As the Pro producers we will follow the legal and ethical issues surrounding marketing
communication.
7. SALES PLAN:
We don’t sell just a drink that will help you eliminate your thirst. We don’t sell just a drink that will
give you energy and will make you feel good. We don’t sell just a drink that gives your body the good
shape. We don’t sell just a drink, just fluid. We sell dream. For 2$ each can, we give you the chance to
cover all the lacks of your body by consuming our Pro!.
The key is repeat business and to keep reaching more people: never lose a thirsty sportsmen and
keep reaching.
7.1. Sales Strategy
Pro! Will focus on four geographical markets in Turkey, “The Marmara Region”, “Black Sea Region”,
“Aegean Region” and “Mediterranean Region”. In the different regions of Turkey the advertisement
of our product will be different.
The target customers are sportsmen. All kinds of people who are interested in sport and who
periodically do sport are our target customer. Potential customers should be made aware of our
product and its features.
7.2 Sales Process
1- Make people know that Coca Cola has a new product named Pro!
2- Make people learn that unlike other products of Coca Cola, Pro is a healthy drink.
3- Make people see how Pro helps you to shape your body and how it gives you energy.
4- Don’t give people any chance to confuse about the healthiness of Pro.
5- Show them that many famous and successful people are using Pro and that doctors are
accepts the healthiness of Pro.
6- Make it for the target people easy to reach Pro when they want to try one.
The underlying objective of the PR program is to establish our product in the media and on the
Web so that the potential consumers who see it are going to want to try Pro.
Appendix A: Number of active sportsmen under federations, 2002-2003 season year
Sporcu sayısı- Number of sportsman
Sporcu sayısı- Number of sportsman
Federasyon Federations
Toplam Total
Erkek Male
Kadın Female
Federasyon Federations
Toplam Total
Erkek Male
Kadın Female
Toplam-Total
205 953 159 445 46 508
Atıcılık ve avcılık
3 910 3 572 338
Herkes için spor
1 352 1 121 231
Shooting and hunting
Sports for everybody Atletizm
3 840 2 416 1 424
İşitme engelliler
1 096 919 177
Athletics
The deaf Basketbol
29 938 24 206 5 732
İzcilik
266 169 97
Basketball
Scouting Bedensel engelliler
383 365 18
Judo ve aikido
9 708 7 457 2 251
Physically handicapped
Judo and aikido Badminton
723 425 298
Kano-rafting
9 9 -
Badminton
Canoe-rafting Beysbol
588 451 137
Karate
13 957 11 094 2 863
Baseball
Karate Bilardo
3 240 3 178 62
Kayak
1 431 1 121 310
Billiards
Skiing Binicilik
663 439 224
Kürek
325 243 82
Horsemanship
Rowing Bisiklet
1 221 1 134 87
Masa tenisi
3 525 2 677 848
Cycling
Table tennis Boks
8 645 8 120 525
Okçuluk
491 288 203
Boxing
Archery Briç
1 865 1 442 423
Oto ve motor sporları
115 111 4
Bridge
Auto and motor sports Buz sporları
353 282 71
Satranç
12 242 10 267 1 975
Ice sports
Chess Cimnastik
1 131 416 715
Su altı ve su kayağı
206 150 56
Gymnastics
Underwater-water skiing Dağcılık
4 138 3 203 935
Tekvando
50 413 39 384 11 029
Mountaineering
Teakwondo Eskrim
360 217 143
Tenis
2 376 1 421 955
Fencing
Tennis Geleneksel sporlar
1 239 1 228 11
Triatlon
8 8 -
Traditional sports
Triatlon Golf
344 255 89
Voleybol
19 943 11 011 8 932
Golf
Volleyball Görme engelliler
142 117 25
Vücut geliştirme
1 584 1 490 94
The blind
Body building Güreş
6 378 6 279 99
Yelken
3 166 2 581 585
Wrestling
Sailing Halk oyunları
254 138 116
Yüzme
3 483 2 331 1 152
Folk-dance
Swimming Halter
857 779 78
Zihinsel engelliler
356 293 63
Weight-lifting
Mentally handicapped Hentbol
9 689 6 638 3 051
Handball
Appendix B:
Number of licensed and active sportsmen under federations by provinces, 2002-2003 season year A. Toplam-Total B. Erkek- Male C. Kadın-Female
Lisanslı sporcu
Faal sporcu
Lisanslı Sporcu
Faal Sporcu
Licensed sportsman
Active sportsman
Licensed sportsman
Active sportsman
İl- Provinces A B C A B C İl-Provinces A B C A B C