Marketing Plan:Objectives and StrategiesMarketing objectives follow: • Change Coca-Cola’s brand image towards more global/local responsible attitude. • Inform target audience about features and benefits of the new product. • Boost sales based on the predicted overtaking of carbonated drinks by health drinks by 2015.Product DescriptionThe new beverage packaging is aimed at the Diet coke range of Coca-Colas product portfolio. It is a refillablebottle aesthetically styled to appeal to sports/fitness audience. The new beverage container is made fromsustainable sourced materials and production methods.The beverage container is unique in the way the consumer is encouraged to re-use/refill it. Being the first to offera new product feature is a proven competitive strategy. Future improvements to the product create the impressionthe company cares about satisfying its customers, material technology improvements in the future would furtherthe design. Features Benefits • Sports/fitness design • Coke lifestyle connotations • Whatever coke product has been put in the • Health/fitness lifestyle connections bottle by the dispensing unit the logo is • Fair-trade, sustainability, eco-friendly present on the bottle. connections. • Ergonomically Designed • Cheaper product in the long runMatt Curd Page 6 Marketing Plan