A marketing plan is a detailed, researched and written report that a business uses in order to outline the actions that should be taken to customers and clients and measures taken to persuade them to purchase the product. It communicates to the customers on the value of goods and services. Marketing personnel evaluate the results marketing decisions made in previous years and the market in which a business operates in order to make the right decisions .They also set goals that provide direction on how marketing should be carried out. Coca-Cola Company success has been attributed by a well structured marketing plan. Marketing plan prepared by the management determines how well it will exist in the market.
A brief discussion is made concerning an existing or new product of a business in the marketing plan. Product identification involves knowing the identity of a product from its source of production, raw materials used in production, work –in- progress, finished product storage and the delivery of the products to the customers. Identification of a product can be controlled through electronic and physical methods. Product decisions should include products brand name, quality, and scope of the product line, warranty and its mode of packaging. (Derek 45). …