Case and Marketing Plan

Case:

Step 1: Choose a soft drink company that you would like to work at in the role of Marketing Director. It helps to choose a large company like Coca Cola or Pepsi since those companies have publically available information.

Step 2: Review the company’s web site, Twitter and YouTube Channels.

Step 3: Review the Me Me Me Generation Article

Step 4: Brain Storm as to what you think will be the problems and opportunities to marketing to this generation. Identify what the current branding of the company is and is it consistent with marketing to this generation? What products do you think this generation will want in the future? Where will this generation go for information? What advertising messages will they listen to and act upon?

Step 5: Begin Writing the Case in the format provided.

Case:

You have recently been hired at soft drink Company as the Director of Marketing. The CEO and Board of the company have been concerned regarding marketing to the Millenials and beyond. The company is looking to overhaul their marketing plans. Your CEO has given you an initiative to prepare a marketing plan and strategy out to the year 2020. This is so important to the company that you have not been given any budget restrictions. However, your CEO has indicated that you will need to justify your plan and identify the resources necessary to launch it.