National marketing program Essay
This paper is based on the national marketing program, which has been released recently by the Coca Cola Company. The marketing program that they have launched into the market is called “The ‘Recycle and Win’ Program”. This program is going to help people become aware of recycling and how to properly to dispose of the company’s product, and this program is going to help people become aware of their natural environment and how to take care of it. The marketing program of Coca Cola is a success and all the details that why it was a success will follow in the main section of the report.
Problem The problem that has arisen is that people while they know the word of recycling but they don’t known the how of recycling and that they are not properly aware of it. The government is partly responsible for this because the government does not make it any easier for the people because if the people who do want to do recycling have to look for places where they can recycle. The problem is that the government and the companies are not taking recycling seriously, the consequences of not recycling are very harsh, that is
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Background for Recycling Recycling is the process where used materials known as the ‘waste’ are collected and are then reprocessed. What happens is that the used materials are sorted and from then these wasted materials are processed so that they can be used as raw materials for the production of new goods. Recycling is very different from re-use, that is re-use only means the usage of a product over and over again, whereas recycling means using the major parts of an old product as raw material so that new products can be manufactured.
The most common items that are recycled are as follows; plastic, glass, paper, batteries and aluminum etc. The process of recycling is based on three stages, they are 1) in the first stage of the process wasted product/ materials are collected and then processed, the products are sorted, cleaned and made ready for the process of recycling or new products manufacturing, 2) in the second stage of the process manufacturing of new products from the old products is conducted and the final product is produced and 3) the third is the last and the final stage of the process where the consumers by the final product for consumption.
If more and more people buy recycled products then the success of recycling can be made sure of and by buying recycled the individuals will become more aware of it and they will be able to help the environment become free of pollution and will be able to lead healthy lives. (Wilcox, 2007, pg 4) Recycling is considered very important and it can be observed in a multiple of ways, people generally ask that why they need to recycle to most of them it is just a waste of time and money. Here are some of the reasons why recycling is consider important, the cause are as follows which might help the individual to do recycling
• Recycling Saves Energy • Recycling Saves Environmental Conditions and Reduces Pollution • Recycling Saves Natural Resources • Economic Benefits • Recycling Saves Space for Waste Disposal COMPANY BACKGROUND – COCA COLA COMPANY The chosen company for this paper is The Coca Cola Company. The Coca Cola Company is the largest beverage company in the world; it is also the largest manufacturer, distributor and as well as a marketer of non – alcoholic drinks. The company is known for its product, which is Coca Cola. Coca Cola was invented in 1886 by John Stith Pemberton.
The formula was bought by Asa Griggs Candler in 1889 and he then later on created the company in 1892. (Coca Cola Company, 2009) The company has over 400 different brands in more than 200 countries around the globe. Besides its namesake product ‘Coca Cola’, the company has other varieties of non – alcoholic beverages which are linked with Coca Cola. For example, diet coke, cherry coke, vanilla coke, coca cola zero, coca cola blak, diet cherry coke, coca cola orange etc. In a survey it was found that more than 50 billion beverage serving of all sizes and types are sold everyday around the world.
The company is known throughout the world by its logo, which is very eye catching. The logo itself is a promotional strategy by the company for advertising for the product, the logo is easy to remember and it is placed in such a way in the head of the customers that where ever they see the logo they ca associate with the company. The logo was created by Frank Mason Robinson in 1885, who was a bookkeeper to John Pemberton. Frank Robinson played a very important role in the advertising of the product. He gave ideas like free drink coupons to customers, plastering publicity banners all over the City of Atlanta, for the promotion of Coca Cola.
Today Coca Cola Co. spends more than $2. 5 billion on promotion on all of their products every year. (Coca Cola Company, 2009) The company has built a great deal of recycling plants in countries like Switzerland, Austria, and Mexico and Philippines, to help recycle the waste products. The company has decided to build the largest recycling plant in South Carolina, one of the first recycling plants in US, which will help to reduce the impact of its operations on the environment worldwide because the government and consumer pressures are making companies go green and plus the company want to give back to its community as well.
The company has invested somewhere around $60 million in this project. (Eyre, 2007) Marketing Marketing can be defined as a philosophy that guides the entire organization towards sensing, serving and satisfying the needs of a consumer. Marketing is one thing that makes sure that all the people within the company are always thinking about their customers and their needs and marketing also helps the employees to create and maintain profitable relationships with their potential customers. Marketing is mostly seen by many people as only advertising and selling of a product or a service.
For example, if customer value and satisfaction are missing from a product or a service, then any kind of advertising or selling will not be able to compensate or help the company with keeping a profitable relationship with their customers and the company will be able to become a leader in its market. Marketing can be defined as managerial and as well as a social process through which groups and individuals get what they want and need by making, serving and exchanging products and services with others. (Kotler, 1997, pg 763)
When the companies make a conscious effort to achieve its desired results, goal or exchange outcomes with targeted markets it is known as marketing management. But the marketers should decide that what marketing efforts should be used for the product? But mostly all these interests usually differ. But it must be remembered that by the marketing management of the Nokia Company that the marketing activities should be carried out under in such a way that they are effective, efficient and socially responsible towards marketing plan.
(Kotler, 1997, pg 763) The Marketing Program – Proposal Then talking about a marketing program, it is needed to be understood that everything is based on strategic positioning of the company. The first step in strategic positioning for Coca Cola Company for its “The ‘Recycle and Win’ Program” would be to conduct a situational analysis. It is known that the situational analysis is based on 5C’s of marketing.
They are 1) competitors; which includes the product, position of the product, market shares and strengths of the company 2) climate; which includes the social environment of the company, economic environment and political environment, 3) company; it includes the product line of the company, like the different flavors, image of the company in the beverage industry, technology and culture, 4) collaborator; it includes the distributors and the suppliers of the company and as well as the partners and 5) customers; it includes the market size and the growth, different segment of the market where the company wants to penetrate, the retail channel of the business, buying behaviors of the people, the quality of the product purchased by the customer at one time, the trends and the needs and the changing tastes and preferences of the people, seasonal factors and the decision maker in the customer for purchasing the product or are they able to understand that why the company is introducing this kind of a program. (Kotler, 1997, pg 763) The positioning statement of the company for this program should be able shows that how the management of Coca Cola Company wants to target its customers and they also have prospects of becoming aware or not.
When the company is making the positioning strategy for its program it needs to look over the distribution channel, the product’s qualities etc. (Peppers & Rogers, 2004, pg 90) The end result of positioning of the program would be the successful creation of a market plan which is mostly based on value proposition, a simple clear statement of why the target market should be interested in the marketing program of the Coca Cola Company. As a company increases the number of claims for its program, the company can be at risk and has a loss of clear positioning as well; in general Coca Cola Company should avoid four major positioning errors. • Under- positioning; the company can discover that the customers have only a hazy idea of the company’s program.
The customers do not feel anything special towards that program, the content will only be seen as another program which has entered into an over crowed marketplace. (Kotler, 1997, pg 296) • Over- positioning; the customers have too narrow image about a company’s programs and they do not know what to make out of it or how to proceed. • Confused positioning; the customers has a confused image of the company’s product due to many claims made by the company or it keeps on changing the products positioning within the industry or marketplace. • Doubtful positioning; the customers usually do not believe that what the company claims in view of the product’s manufacturer or features etc. (Kotler, 1997, pg 296) THE BODY OF THE REPORT The ‘Recycle and Win’ Program
Recycle and Win is a marketing program to promote recycling which has been launched by the Coca Cola Company North America with the help of Red Moon Marketing and Coca Cola Consolidated, who have joined together forces so that they are able to save the environment. The Recycle and Win was implemented in Mecklenburg County in North Carolina. This program started running from 2nd February, 2009 and it is going to run for a whole year. This program started by educational mailers were distributed by Coca Cola to 271,000 single family households in the Mecklenburg County, these educational mailers were created by Red Moon Marketing, which featured the do’s and the don’ts of recycling. And these educational mailers provided the families an opportunity to win $50 gift cards by Harris Teeter just by doing the right thing (that is recycling and recycling the right way). (Trade Markets, 2009)
The entire project will be handled inevitably by Red Moon Marketing, why, because the company makes it easy to organize such huge events and make it a success and because the company has great passion for the environment itself. The program is a green friendly marketing program and this provide an opportunity for Coca Cola Company and Red Moon Marketing to spread out the good news about recycling in a big and a completely different way than they have done before, here they will be receiving prizes by just recycling the right way. And this is one way that the individuals will become aware of recycling procedure and how to keep the environment clean and that why it is good for the environment. (Beverage World, 2009)
What happens here is that people receive this educational mailer which tells them how to recycle their products and this is how it will work ; starting from 1st February till 1st January’10 (which a promotion period) a Recycle Street Team (from Coca Cola) will visit different neighborhoods in Mecklenburg County and the city of Charlotte and will select 10 houses randomly that have followed the Official “give it back” sticker on their recycling bin and properly followed recycling guidelines that have been provided to them by the company. One of the resident’s who is eligible of the selected household will win a $50 gift card from Harris Teeter. The Recycle Street Team is going to make 52 visits in neighborhoods of Mecklenburg County and the city of Charlotte altogether throughout the promotion period and is going to award ten potential prizes upon their each visit to the neighborhood, but will provide one prize per household.
This is a great way to motivate people so that they recycle their products in the proper manner and this will help them to understand that it is high time to protect the environment. (Trade Markets, 2009) For individuals to win in this program they have to follow some particular things and do recycling the right way, some guidelines are as follows to make sure that recycling is done the right way:- • Aluminum Beverage Cans: Soft drink and beer cans are recyclable. The individual needs to step on the cans, so that there is more space in the recycling bin and the trucks that collect the recycling materials. • Glass Containers: All glass containers are recyclable. The containers have to be rinsed thoroughly and the metal lids removed before placed in the recycling bin for collection.
• Magazines and Shopping Catalogues: Magazines and home shopping catalogues are recycled. They need to be placed in the red Curb It recycling bin or along with the newspapers. Plastic bags are not allowed, whereas a brown paper bag can be used. • Milk Jugs: Milk jugs, like any other plastic beverage containers, needs to crushed and placed in the red Curb It bin for collection. (Trade Markets, 2009) • Newspapers: Newspapers are recyclable. They need to be placed under the Curb It bin or on top or beside the glass, aluminum, metal and plastic in the bin. Plastic bags are not allowed, whereas a brown paper bag can be used • Cardboard: Cardboard can be collected at the curbside and recycled throughout the city.
Cardboard boxes need to be empty, cut into pieces no larger than 3 feet x 3 feet, flattened and stacked neatly at curbside on the collection day. • Plastic Soft Drink and Liquor Bottles: Remove the lids from the glass bottles and the plastic bottles crushed. And need to be placed in the red Curb It recycling bin for collection. (Trade Markets, 2009) • Spiral Paper Cans: Spiral paper cans are recyclable. Remove any sort of plastic or metal lids and rinse or wipe out any remaining food stuff. (Trade Markets, 2009) • Steel Cans: Steel food containers need to be rinsed properly so that there is no remaining food in it before placed in the red Curb It recycling bin for collection. • Telephone Books: the City collects out-dated residential telephone books every year.
Place the directory in the red Curb It recycling bin or place underneath with newspapers for collection. (Trade Markets, 2009) REFERENCES Beverage World (2009), Recycle and Win. Available from < http://www. beverageworld. com/content/view/35815/>, retrieved on 5th June ’09 Coca Cola Company – The Official Website (2009). Available from < http://www. coca-cola. com/template1/index. jsp? locale=en_US>, retrieved on 5th June ’09 Eyre, C (2007), Coca-Cola to Build US Recycling Plant. Available from <http://www. foodproductiondaily. com/Packaging/Coca-Cola-to-build-US-recycling-plant>, retrieved on 5th June ’09 Kotler, P (1997), Marketing Management: Analysis, Planning, Implementation & Control. Prentice Hall: New Jersey. Page – 296 & 763
Kerin, R A , Hartley, S W & Rudelius, W (2003), Marketing: The Core. McGraw Hill Professional. Page – 80 Peppers, D & Rogers, M (2004), Managing customer relationships: a strategic framework. John Wiley and Sons. Page – 90 Recycling (2009), Available from < http://www. livepositively. com/recycling>, retrieved on 5th June ’09 Recycle Mania (2009), Available from < http://www. recyclemaniacs. org/index. htm>, retrieved on 5th June ’09 Trade Markets (2009), Coca-Cola ‘Recycle and Win’ — $26,000 in Rewards for Recycling. Available from < http://www. tradingmarkets. com/. site/news/Stock%20News/2149718/>, retrieved on 5th June ’09 Wilcox, C (2007), Recycling. Lerner Publications.