The New Sparkling Product Launch Strategy Of Coca Cola Hubei Market

With the decelerating economic growth while increasingly fierce competition of the consumable market in China, the days when brand go strong by relying on the rapid growth of the category which it belongs to are gone forever. To obtain sustainable growth, a brand must take effective marketing strategy to increase its market share.As the competitive brands develop continuously and new brands emerge constantly, Coca-Cola, which has been on top in the beverage industry, is confronting great pressure. In recent years, the sales of Coca-Cola (Hubei) has been growing slowly, and even declining from 2013. This situation raises higher requirements to the company’s management, they must find out more effective marketing strategies to achieve the sales growth.In this thesis, the author made in-depth research on the external environment of beverage market by means of Five-force Model to understand the changes of consumer demand and market environment; By studying the internal environment of Coca-Cola (Hubei), we analyzed the problems and development opportunities that the company is facing; then we adopted SWOT to make a synthesis of the internal and external environment of the company, and made it clear of the company’s advantages and disadvantages, the chances and the threat, thus to seek opportunities.In the aspect of target market selection and decision-making, we worked out plans for the market position and marketing strategy of new products by applying the previous conclusions. On this basis, by using the company’s resources, comprehensive strategies to meet the market needs were developed, which included product strategy, price strategy, channel strategy and promotion strategy. The required services and guarantee for the smooth implementation of the marketing strategy are also claimed in this thesis.