Eureka! Institutional Repository

The main purpose of the following thesis is to create a marketing plan as well as to provide an in-depth research of the Greek beverage market, mainly cola beverages, coupled with an analysis of the Green Cola company. In particular, the first part of the thesis you will get a complete overview of the marketing plan theory which in necessary in conducting a marketing plan. Then, follows the marketing plan itself for the Green Cola beverage, a SWOT analysis, the definition of marketing objectives, an analysis of the company’s main competitors, the marketing strategy and of course the action plan. Finally, there is a survey of consumer’s characteristics and their consumer behaviour about cola beverages. Through the study and conduction of this research, there will be important and very beneficial conclusions that Green Cola should focus on, in order to shape its new strategy, which will improve both its image on the marketing and its try to increase the market share.