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Unit 2 Marketing Planning 2024 Assignment.

The assignment requires the development of a comprehensive Marketing and Media Plan for the launch of Coca-Cola Zero Sugar, focusing on integrating marketing strategies with media channels. Students must analyze various business units' contributions, create a structured marketing plan covering situational analysis, target audience, and marketing mix, and develop an integrated media plan. The assignment aims to enhance students' marketing skills, including communication, research, and evaluation, while adhering to academic standards and proper referencing.

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Syed Azhar
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105 views5 pages

Unit 2 Marketing Planning 2024 Assignment.

The assignment requires the development of a comprehensive Marketing and Media Plan for the launch of Coca-Cola Zero Sugar, focusing on integrating marketing strategies with media channels. Students must analyze various business units' contributions, create a structured marketing plan covering situational analysis, target audience, and marketing mix, and develop an integrated media plan. The assignment aims to enhance students' marketing skills, including communication, research, and evaluation, while adhering to academic standards and proper referencing.

Uploaded by

Syed Azhar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Unit 2: Marketing Processes and Planning

Assignment Brief

Student Name/ID Number


Unit Number and Title: Unit 2: Marketing Processes and Planning
Academic Year: 2024 - 2025
Unit Tutor: Haleema Tariq Ameen
Assignment Title: Marketing and Media Plan - Coca-Cola Zero Sugar Launch
Issue Date: 12 November 2024
Submission Date: 12 December 2024

Submission Format

The submission is to be in the form of a Marketing and Media Plan for Coca-Cola's new
product launch—Coca-Cola Zero Sugar. The media plan should be fully integrated into the
marketing plan and provide a comprehensive approach. The marketing plan must be written
in a structured format, making use of headings, subheadings, and relevant business
terminology. A bibliography must be provided using the Harvard referencing system (or an
alternative system). Inaccurate referencing may result in issues of plagiarism if not correctly
applied.

Recommended word limit: 3000–3,500 words, although you will not be penalized for
exceeding the total word limit.

You are also required to deliver a 5-minute individual presentation (formative task).
PowerPoint slides should be submitted for feedback and record purposes. You are
encouraged to make effective use of headings, bullet points, and subsections.

Unit Learning Outcomes

1. LO1: Explain the role of marketing and how it interrelates with other business units
of an organisation.
2. LO2: Compare ways in which organisations use elements of the marketing mix to
achieve overall business objectives.
3. LO3: Produce a marketing plan for an organisation that meets marketing objectives.
4. LO4: Develop a media plan to support a marketing campaign for an organisation.

Transferable Skills and Competencies Developed

 Effective Communication: Written, visual, and oral communication in a business


environment.
 Research Skills: Evidence-based decision-making.
 Creative & Analytical Thinking: Ability to approach marketing challenges from
new perspectives.
 Marketing Evaluation: Evaluating the effectiveness of campaigns through digital
and offline data sources.
Vocational Scenario

In response to changing consumer trends towards healthier lifestyles, Coca-Cola Pakistan has
decided to reintroduce Coca-Cola Zero Sugar, a version of the classic Coca-Cola beverage
with no sugar and no calories, in an effort to cater to growing consumer demand for low-
calorie, sugar-free beverages. This new product is being marketed as a healthier alternative
for people who still want to enjoy the refreshing taste of Coca-Cola without the guilt
associated with sugar consumption. The company aims to expand its target demographic to
include health-conscious individuals, fitness enthusiasts, and young professionals in urban
areas.

The product launch is part of Coca-Cola’s broader strategy to adjust its portfolio in line with
global trends in health and wellness, particularly as more people opt for sugar-free and low-
calorie drink options. Coca-Cola is seeking to communicate the benefits of Coca-Cola Zero
Sugar effectively, appealing to new customers while reinforcing loyalty with existing
customers.

You are a junior marketing specialist working within Coca-Cola's marketing team,
responsible for helping to develop a comprehensive marketing plan for Coca-Cola Zero
Sugar. Your marketing strategy should include a media plan that can effectively target the
fragmented, health-conscious audience.

Assignment Activity and Guidance

LO1

Task 1: Presentation

 Deliver a 5-minute individual presentation in which you analyse how various business
units within Coca-Cola, such as production, distribution, finance, and customer
service, contribute to the successful launch of Coca-Cola Zero Sugar.
 Highlight how these departments work together, focusing on their interrelationships
and how they enable the marketing function to execute its objectives.
 Make sure to analyse how the marketing function is aligned with Coca-Cola’s overall
business objectives.

LO2 & LO3

Task 2: Marketing Plan


As a junior marketing specialist, you will be responsible for developing a marketing plan for
the Coca-Cola Zero Sugar launch. The plan should cover:
1. Situational Analysis: Examine the external (market trends, competitor landscape)
and internal (Coca-Cola’s current positioning, brand equity) factors influencing the
launch.
2. Market Segmentation & Target Audience: Define the key segments Coca-Cola
Zero Sugar will target and explain how these segments are aligned with broader
health and wellness trends.
3. Positioning Strategy: Develop a positioning strategy that reflects Coca-Cola Zero
Sugar’s brand attributes—healthier, guilt-free, refreshing.
4. Marketing Mix (7Ps):
o Product: Features, benefits, and packaging design of Coca-Cola Zero Sugar.
o Price: Pricing strategy (e.g., competitive pricing, psychological pricing, price
skimming).
o Place: Distribution channels and the rationale behind them (supermarkets,
fitness centers, online).
o Promotion: Advertising, public relations, digital marketing, social media
strategies.
o People: The role of Coca-Cola’s staff and customer engagement.
o Physical Evidence: Packaging design, store displays, and point-of-sale
materials.
o Process: Customer experience from purchase to consumption, ensuring a
seamless product journey.
5. Comparison with Competitors: Compare Coca-Cola Zero Sugar’s marketing
strategies with similar products from PepsiCo (e.g., Pepsi Zero Sugar) and other
competitors in the soft drink market.
6.
7. Tools for Evaluation: Suggest tools to assess the marketing effectiveness, such as
sales growth, market share analysis, customer satisfaction surveys, or brand
perception studies.

LO4

Task 3: Media Plan


In this final section, you will create an integrated media plan for the launch of Coca-Cola
Zero Sugar. The media plan should include:

1. Target Audience: Who are you targeting (e.g., health-conscious millennials, gym-
goers, or urban professionals)?
2. Media Channels: Evaluate and select appropriate media channels (TV, social media,
influencers, digital ads, print media, etc.). Justify your choices based on audience
reach, budget, and brand alignment.
3. Digital & Offline Integration: Propose how Coca-Cola Zero Sugar can use both
digital and traditional media to reach and engage the target audience effectively.
4. Budgeting: Provide a budget breakdown, allocating resources across selected media
channels.
5. KPI/Performance Metrics: Define key performance indicators (KPIs) for the
campaign’s success (e.g., website traffic, social media engagement, sales
conversions).
Recommended Resources

 Textbooks:
o Kotler, P. and Armstrong, G. (2016) Principles of Marketing. 7th Ed. London:
Pearson.
o Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practice of
Marketing. 9th Ed.
o Chaffey, D. (2022) Higher Nationals in Business Core Textbook. 1st Ed.
Custom Publishing.
 Weblinks:
o Coca-Cola Official Website: https://www.coca-cola.com
o Marketing Donut Blogs: https://www.marketingdonut.co.uk/blog
o HubSpot Marketing Resources: https://blog.hubspot.com
o Marketing Teacher Resources: http://www.marketingteacher.com

Learning Outcomes and Assessment Criteria

Pass Merit Distinction


LO1 Explain the role of
D1 Critically analyse the P1 Explain the concept of marketing
marketing and how it
external and internal and marketing operations including
interrelates with other
environment in which the the different areas and role of
business units of an
marketing function operates. marketing.
organisation
LO2 Compare ways in P3 Compare the ways in which
D2 Evaluate strategies and
which organisations use different organisations apply the
tactical approaches to the
elements of the marketing marketing mix to the marketing
marketing mix in achieving
mix to achieve overall planning process to achieve business
overall business objectives.
business objectives objectives.
D3 Produce a strategic
LO3 Produce a marketing marketing plan for an P4 Develop a marketing plan that
plan for an organisation organisation that measures includes key elements of marketing
that meets marketing achievement of marketing planning for an organisation to
objectives objectives within key achieve marketing objectives.
performance metrics.
P5 Produce a media plan that
LO4 Develop a media D4 Provide a justified includes recommendations and
plan to support a integrated multimedia plan rationale for selected media activities
marketing campaign for based on quantitative and that meet budgetary requirements and
an organisation qualitative criteria. objectives of a marketing campaign
brief.

This assignment requires students to engage with a real-world business scenario (Coca-Cola
Zero Sugar) and apply the marketing processes and planning skills learned in the unit. The
tasks should demonstrate their ability to develop comprehensive marketing strategies,
effectively use the marketing mix, and create a robust media plan that supports the product
laun

ch.

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