Unit 3 – P6 M3
Mahbub Rahman
,Mahbub Rahman – Unit 3 – P6 M3
Table of Contents
Introduction ............................................................................................................................... 2
The four P’s ................................................................................................................................ 2
Product ................................................................................................................................... 2
Price ........................................................................................................................................ 2
Promotion............................................................................................................................... 2
Place ....................................................................................................................................... 3
Target group............................................................................................................................... 3
Conclusion .................................................................................................................................. 4
Bibliography ............................................................................................................................... 4
1
, Mahbub Rahman – Unit 3 – P6 M3
Mahbub Rahman – Unit 3 – P6 & M3
Introduction
For this task, I am going to develop a coherent marketing mix for a new product that is going
to be developed by Coca-Cola. I will also write a paragraph explaining how the product has
been designed to appeal to the target group, and I will state which elements of the
marketing mix are the most important (with a justification). Marketing mix is the framework
used when developing marketing plans, and is also known as the four P’s. It consists of four
parts; product, price, promotion and place.
The four P’s
Product
The new product is going to be an energy drink aimed at students. It will be marketed as a
product that contains a low amount of sugar but also greatly increases energy. It will be a
250ml recyclable can coloured red, which has the name ‘Energise’ in big blue writing, with a
small Coca-Cola logo just beneath it. This product has been chosen because the market is
filled with energy drinks that contain high levels of sugar, which can be detrimental to
health. Also, awareness of this is increasing, so less people are buying energy drinks due
them being so unhealthy. It will be aimed at students as a healthy alternative to energy
drinks, because it is known that students consume lots of drinks containing high levels of
sugar in order to have enough energy to cope with their studies. This shows its appeal to
students, as they now have a more healthy drink which will give them the energy they need.
Price
As the product is in such a saturated market with lots of competition, it cannot charge
premium prices. If the price was too high, students will go for the cheaper alternatives that
are available. Also, being students, they may not be able to afford products that have high
prices. However, they may develop a great liking for the product, so Coca-Cola may choose
to slightly increase the price over time without it greatly affecting demand. This means that
Coca-Cola must offer cheap prices at first, because the demand will be greatly harmed if the
initial prices are too high. The pricing strategy that will be used is penetration pricing (when
a product is initially sold at a low price to generate sales, then is increased), with the
product initially being sold at 49p. This appeals to students as it is cheap and also comes
from a strong and reliable brand, which makes the product a strong competitor in the
market.
Promotion
The product will be promoted through many different forms of advertising. One way will be
through television advertisements, since young people like to watch a lot of television in
their spare time. Also, social media is very popular amongst the students, so this will be a
2
Mahbub Rahman
,Mahbub Rahman – Unit 3 – P6 M3
Table of Contents
Introduction ............................................................................................................................... 2
The four P’s ................................................................................................................................ 2
Product ................................................................................................................................... 2
Price ........................................................................................................................................ 2
Promotion............................................................................................................................... 2
Place ....................................................................................................................................... 3
Target group............................................................................................................................... 3
Conclusion .................................................................................................................................. 4
Bibliography ............................................................................................................................... 4
1
, Mahbub Rahman – Unit 3 – P6 M3
Mahbub Rahman – Unit 3 – P6 & M3
Introduction
For this task, I am going to develop a coherent marketing mix for a new product that is going
to be developed by Coca-Cola. I will also write a paragraph explaining how the product has
been designed to appeal to the target group, and I will state which elements of the
marketing mix are the most important (with a justification). Marketing mix is the framework
used when developing marketing plans, and is also known as the four P’s. It consists of four
parts; product, price, promotion and place.
The four P’s
Product
The new product is going to be an energy drink aimed at students. It will be marketed as a
product that contains a low amount of sugar but also greatly increases energy. It will be a
250ml recyclable can coloured red, which has the name ‘Energise’ in big blue writing, with a
small Coca-Cola logo just beneath it. This product has been chosen because the market is
filled with energy drinks that contain high levels of sugar, which can be detrimental to
health. Also, awareness of this is increasing, so less people are buying energy drinks due
them being so unhealthy. It will be aimed at students as a healthy alternative to energy
drinks, because it is known that students consume lots of drinks containing high levels of
sugar in order to have enough energy to cope with their studies. This shows its appeal to
students, as they now have a more healthy drink which will give them the energy they need.
Price
As the product is in such a saturated market with lots of competition, it cannot charge
premium prices. If the price was too high, students will go for the cheaper alternatives that
are available. Also, being students, they may not be able to afford products that have high
prices. However, they may develop a great liking for the product, so Coca-Cola may choose
to slightly increase the price over time without it greatly affecting demand. This means that
Coca-Cola must offer cheap prices at first, because the demand will be greatly harmed if the
initial prices are too high. The pricing strategy that will be used is penetration pricing (when
a product is initially sold at a low price to generate sales, then is increased), with the
product initially being sold at 49p. This appeals to students as it is cheap and also comes
from a strong and reliable brand, which makes the product a strong competitor in the
market.
Promotion
The product will be promoted through many different forms of advertising. One way will be
through television advertisements, since young people like to watch a lot of television in
their spare time. Also, social media is very popular amongst the students, so this will be a
2
