Marketing & Management

This document discusses various aspects of marketing and management, including descriptive and inferential data analysis, key performance indicators (KPIs), return on investment (ROI), characteristics of Coca Cola products, pricing policy, promotion analysis, 4P marketing mix, external analysis, and potential new products for Coca Cola. The document provides insights into the strategies and practices of Coca Cola Company in Australia.

Running head: MARKETING AND MANAGEMENT
Marketing & Management
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Task A
1. Descriptive data analysis
Descriptive method helps in understanding the basic aspect of data in a study. This helps in
getting an idea of the aspects being depicted by the tables, charts. Different tables and charts are
usually made in the Descriptive data analysis in order to understand those differences. A table
showing the rise in sales of Coca-Cola products over the years is a good example of Descriptive
data analysis.
2. Inferential data analysis
This process is based on several statistical data. Researches often use this method to find if
there is a relation between the statistical measure being used and the outcome. This method aims
at seeing whether a certain phenomena are happening due to chance or due to any intervention
methods.
3. Key performance indicators (KPIs)
Meeting expectations
They use customer satisfaction and rating as one of their major KPIs. They try to find out if
they have been capable of meeting their targets in different countries by delivering the maximum
amount of products. They have been able to satisfy their targets in 21 out of 28 countries. On an
average, 88.7% of the customers reported that they were totally satisfied by the service of Coca
Cola Company (www.coca-cola.com.au. 2019).

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4. Return on investment (ROI)
This method helps in undemanding the profit or loss over the performance of the company. If the
ROI or the return on investment is more than the operating cost or the money invested, then the
company is said to make a profit. For an instance the distributive channel of Coca Cola Company
that uses the Franchise Distribution method helps the company in getting back more money
from the sales than the money that has been invested.
Task B
Characteristics of the products
Coca Cola Company is one of the most well known soft drink brands of world. Coca cola
Company of Australia has made a huge move for itself by not only widening their product range
but also their huge concern for the health of their customers (www.coca-cola.com.au. 2019).
They have switched onto their new campaign of zero added sugar products. They want to ensure
that their products are equally tasty like classic cokes and at the same time they are natural made
with no fats or sugar content in it.
There are many products like coca cola No Sugar, Diet Coke, Coca Cola Classic, Coca
Cola with Stevia and others. The product Coca Cola No Sugar is one of the new and premium
health products of Coca Cola Company Australia (Hamilton & Webster, 2018). This is an
average adult diet coke that can be consumed by people of different age groups. It is made with
zero sugar in it to make sure that the health benefits of the customers are not lost.

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Figure1: Nutritional Information of Coca Cola Zero Sugar
Source: (www.coca-cola.com.au/en/products/coca-cola-no-sugar/)
Pricing Policy
The pricing policy of the coca cola company is set as per the distribution of the targeted
customers in the different geographical locations. The price is usually low as the demand for
soda drinks are going down in the beverage industry.

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Promotion analysis
Promotional methods
Coca Cola follows both the modern and the traditional methods information. They use
many advertising methods like billboards, TV advertising and others. Coca Cola largely survives
on the advertisement that are telecasted via the television channels in order to ensure that they
are being able to reach out to a large numbers of customers located in many different parts of the
world (Vidler et al., 2018). They also believe in business to business selling process as they often
give many discounts, coupons and rebate in order to positively impact the purchase decisions of
the customers (Wang, Liaukonyte & Kaiser, 2018).
The company has also ventured into the online and the digitalized marketing session.
“My Coke Rewards” is customer loyalty marketing campaign from the Coca-Cola Company.
The customers have to enter a certain code from their Coca Cola packaged products into the
website. This wills convert the codes into virtual points that can later be redeemed by the
customers for making any further purchases. This is one of them most recent and modern
promotional methods being used by Coca Cola Company Australia.
Channels of distribution
The Coca Cola Company follows a specific kind of distribution method. This is mainly
because the ingredients that used by company are a huge trade secret. In order to keep them
hidden from the rest of their competitors they follow a secretive distributive channel. Coca Cola
Company follows a Franchise Distribution method. The retailer is responsible for distributing the
final end products to the customers. This method is very useful for the company as it helps in

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cutting the operational cost and bringing some kinds of products for the organization
(Koschmann & Sheth, 2019).
The company has to bear only the transportation cost between manufacturers to the
bottling operations. Following that the bottling operation and the retailers bear the remaining cost
of transporting the products to the customers. Thus this helps the company to save a good
amount of money over the distribution channels. For an instance Coca-Cola Amatil (CCA) is the
largest bottling partner of Coca Cola Company that currently operates in 6 different countries in
collaboration with Coca Cola Company, they are -Australia, New Zealand, Fiji, Indonesia, Papua
New Guinea and Samoa (Wilson, 2017).
Level of customer service provided
Coca Cola Australia ensures that they are capable of looking after the taste and the health
of their customers. Coca Cola serves the customers both through the physical stirs and the online
shopping services as well.
Potential customer base
The customer base mainly includes people belonging from the teenage and the young
adult sections of the society (Haji, 2018). They are the source of main revenue for the company
as they are the repeat purchasers of this brand.
Key pressure points
Taste- Coca Cola Company has to provide 100% taste in their products and maintain classic
taste.
Thirst- The products have to be rich in soda content and the thirst quenching element.

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Purity- Coca Cola Australia believes in recycling and reusing the products. They have adopted
the zero waste policy and make sure that bottles used in their packaging come from recycled
plastic. Annual Move Week is conducted by the company where all the other countries try to
spread awareness about then health benefits.
The Nickel- 70 years since its initiation people could also buy coca cola for a nickel. However
this practice has changed over the years.
Sociability- The products are also used for satisfying many social purposes. Support my school
campaign is used by the company in order to donate the collected money for charity purposes.
Refreshing-the products have to be refreshing and act like energy boosters. Customers must feel
energized and refreshed after consuming these products. For an instance, the new zero sugar
added range has products that are refreshing and rich in energy content. The Coca Cola No Sugar
drink has 3.5 KJ of energy that refreshes customers from any tiredness or heat.
4P Marketing Mix
Product
Coca Cola Company has a very wide range of products and they keep on venturing into
many new products (Zhou & Wan, 2017). They have different types of zero sugar added healthy
products like coca cola No Sugar, Diet Coke, Coca Cola Classic, Coca Cola with Stevia
Place
Coca Cola operates in a large number of countries. They operate in about more than 200
countries across 6 operating regions including Europe, North America Latin America, Eurasia,
Pacific and others.

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Price
Coca Cola sets their price in an average affordable limit so that they can be afforded by
almost all the income groups.
Promotion
Coca Cola uses the traditional methods like advertising through channels, website
promotions. They promote their products in supermarket corners, supermarket stores and others.
External Analysis
Political
Safe and stable political environment of Australia will help the company to propagate
properly. They will be able to export manpower and any new expertise in a very easy manner.
Economical
Vehicles, machinery, mineral fuels including oil, electrical machinery and equipment,
pharmaceuticals, medical apparatus, precious metals, plastics and furniture are some of the key
imports of Australia. Thus the company will be able to use these materials very easily and at a
cheaper price.
Social
Australia has a multicultural and multiracial society. Thus it will be easier for the
organization to make an appeal to a large number of customers both a local and Global level.
Technological
Australia is one of the technologically advanced countries. Thus the company will be able
to use all the upgraded technologies for boosting up rate of their production. This will have a

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positive impact on the business as Coca Cola Company will be able to improve both in terms of
quality and quantity. They will be able to give a very tough competition
Additional new products that can be offered by The Coca Cola Company
Fruit juices made from real fruit extracts with zero added preservatives-This will be
greatly in demands by the modern customers as they are always in search of something new and
healthy.
Organic Ice creams-This will be a healthy product for children, teenagers, young adults
and the elder generation of people as well. Customers will be assured about the nutritional values
of the product. It will be free from all the synthetic added materials unlike the other ice creams.

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References
Haji, A. (2018). Exploring Consumers’ Attitude and Behavior toward Carbonated Soft Drinks:
In the case of Coca Cola and Pepsi Cola (Doctoral dissertation, St. Mary's University).
Hamilton, L., & Webster, P. (2018). The international business environment. Oxford University
Press.
Koschmann, A., & Sheth, J. (2019). Do brands compete or coexist? A response to the responses.
European Journal of Marketing, 53(1), 31-36.
Vidler, A. C., Stoneham, M., Edmunds, M., & Sartori, A. (2018). The illusion of choice: an
exploratory study looking at the top 10 food companies in Australia and their brand
connections. Australian and New Zealand journal of public health, 42(6), 519-522.
Wang, R., Liaukonyte, J., & Kaiser, H. M. (2018). Does Advertising Content Matter? Impacts of
Healthy Eating and Anti-Obesity Advertising on Willingness to Pay by Consumer Body
Mass Index. Agricultural and Resource Economics Review, 47(1), 1-31.
Wilson, R. E. (2017). Coca-cola amatil: A bottler recharging growth with energy drinks. Kellogg
School of Management Cases, 1-15.
www.coca-cola.com.au. (2019). www.coca-cola.com.au. Available at- https://www.coca-
cola.com.au/en/home/
Zhou, Y. M., & Wan, X. (2017). Product variety and vertical integration. Strategic Management
Journal, 38(5), 1134-1150.