Coca Cola and Coffee House

Marketing Plan Phase II Team D of Phoenix/ MKT 421 February 12, 2007 Holly Grim, Tia Jordan, &amp. Cynthia Sore’ Mr. Steve Grothe The promotion strategy which will be employed by the Coca-Cola Coffeehouse will be taking into account the business organization’s overall marketing mix. In order to be efficient, Coca-Cola Coffeehouse will primarily base its promotional activities in the life cycle of the product. Promotions will aid the company in creating in attracting and retaining customers from its introduction through its maturity and decline (Kotler 2005).
The Coca-Cola Coffeehouse will capitalize on its parent company’s competitive advantage on marketing specifically advertising. It should be noted that the Coca-Cola Company is highly regarded for its very effective and heart-warming television commercials. Maintaining this image, Coca-Cola Coffeehouse will initially invest in advertising its products through major television stations during hours of the day where the target market is likely to be in tuned with this media. Before the official opening of the Coca-Cola Coffeehouse and the release of its various products, television commercials will be strategically employed in order to inform customers of the new sensation to hit the town. Since, the business organization will initially focus on the Northern American market, the advertisements will feature the values and culture of the clientele. However, advertisments will vary according to the region where it is aired.
Recognizing the huge potential of the internet as a medium in marketing goods and services, Coca-Cola Coffeehouse will also launch its own website. In this portal, the company will inform customers the variety and calorie content of its products. The website will also be used to inform customers where products are available. An online chat with Coca-Cola Coffeehouse’s customer service representatives will also be available to address queries and other concerns.
In order to intensify its efforts in promoting the products, Coca-Cola Coffeehouse will be aggressively promoting its products in magazines, newspapers, and other print media. The idea is to inform the whole target market of the company and its products. Thus, the print media where this advertisements will appear will also be limited to the ones being read by its audience.
In-store promotion will also be employed. Once in operation, Coca-Cola Coffeehouse will let customers experience the taste of its various coffee offerings by giving them free samples. It will also be a good idea if the company can launch its loyalty card where it can reward its frequent coffee drinkers with coffee freebies. Coca-Cola Coffeehouse will also give its most loyal customers (which will be measured according to the total coffee consumed) the priviledge to be the first ones to taste the products which are to be released in the market.
Coca-Cola Coffeehouse recognizes that word of mouth marketing is one of the best promotion techniques. Thus, the company will be opening a customer’s forum in the internet where people can chat about their coffee experience. Coca-Cola Coffeehouse will also rely in this promotion method by always making sure that it delivers its promise of delivering delicious, relaxing, and invigorating coffee products to its various patrons.
References
Kotler, Philip. "Marketing Management." (2005) New Jersey: Prentice-Hall