Market segmentation: a new type of communication media

Running head: MARKETING COMMUNICATION
MARKETING COMMUNICATION
Name of the Student
Name of the University
Author Note

MARKETING COMMUNICATION1
Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................2
Background of the company:.................................................................................................2
Overview of current market activities:...................................................................................3
Current market segmentation:................................................................................................4
Communication objectives:....................................................................................................5
Core creative concept:............................................................................................................5
12-month media plan:............................................................................................................7
Measuring IMC plan effectiveness:.......................................................................................2
Conclusion..................................................................................................................................3

MARKETING COMMUNICATION2
Introduction
The medium adopted by companies in conveying the message of product and service
offerings through indirect or direct channels for the customers is known as marketing
communication (Adnews.com.au 2019). The prime objective of marketing communication
strategies is to persuade the purchasing decision of the consumers in the market. The purpose
of the report is to develop an Integrated Marketing Communication Plan for an organization
by representing a 12 months media plan. The product selected for this company is Coca-Cola
No Sugar. The paper will also create the 12-month plan by developing the core concept for
communication message. The paper will be concluded by summarizing the main objectives
and plan for Integrated Marketing Communication.
Discussion
Background of the company:
The American Multinational corporation, Coca-Cola is a manufacturer and marketer
of the non-alcoholic beverages syrups and concentrates that is popular for the flagship brand
Coca-Cola. The first concentrate was invented by a pharmacist in the region of Atlanta,
Georgia, John Stith in the year 1886. The product range includes Coca-Cola, Sprite,
Powerade, Fanta, Pump, Bisleri, Glaceau Vitaminwater, Barista Bros, Mount Franklin, Fuze
Tea, Zico, Keri Juice, Appletiser, NutriBoost and Lift (Coca-cola.com.au 2019). The flagship
product of the company was further diversified into healthier options, Coca-Cola No Sugar,
Diet Coca-Cola and Cola-Energy. Coca-Cola Company has been one of the most recognized
brands all across the world with a distinct red shade to the shape of the bottle. The brand
positioning of Coca-Cola in Australia is directed towards the One Brand strategy by
including the variants of the product Coca-Cola in one family. Coca-Cola Classic, Coca-Cola
Stevia, Diet Coke and Coca-Cola No Sugar was added in the One Brand strategy for the

MARKETING COMMUNICATION3
belief that ‘less is more’. The main objective of the company is to be considered for the
business, which is ethical and responsible for accelerating the sustainable growth for
operating efficiently in the future. These objectives are the base for the decision-making
process of the company. The company is considered to be the leader in the beverage division
in Australia. The Earnings Before Interest and Taxes of the company in the year 2018 grew
from the year 2017, 9.1 percent from 8.8 percent in Australia. The main competitors of Coca-
Cola include PepsiCo, Nudie Foods Australia, Schweppes, Kirks, Golden Circle, Bundaberg,
Heinz and Saxbys.
Overview of current market activities:
Current market activities of Coca-Cola includes:
 Following responsible marketing policy: The Coca-Cola Company have decided to
restrict the broadcast of the advertisements regarding product details in any of the
channel, merchandise and toys. The reason behind this decision is to respect the
control of lifestyle and diet of the children on their parents (Coca-colacompany.com
2019).
 Addressing changing preferences: Coca-Cola is a very popular beverage company,
which have addressed every customer group with a wide range of products. The taste
of Australian consumers is changing with their consciousness towards health. The
beverage company launched Coke No Sugar during 2017 for adding a healthier
version of Coke in its range.
 Coca-Cola No Sugar campaign: For addressing the ‘low sugar’ trend in Australia, the
company decided to dedicate their 90 percent market spend to No Sugar variant.
 Phasing out Coke Zero for No Sugar: The company decided to phase out the variant
Coke Zero after the successful response of Coca-Cola No Sugar in Australia.