Marketing Communication: PDF

Added on - 30 Oct 2019

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MARKETING COMMUNICATIONS1MARKETING COMMUNICATIONSBy [Student’s name]Professor’s nameCourse CodeUniversityDate of submission
MARKETING COMMUNICATIONS2Executive summaryMarketing communications is an essential aspect for the success of business enterprises. It playsa critical role in attaining the brand loyalty and the general profitability of the businessorganization. Successful marketing communications entail choosing the proper strategy forintegrated marketing communication that is appropriate for the market audience. This paperfocuses on the Australian Coke soft drink product; one of the products of the Coca-Cola Amatilcompany. The paper discusses its target market, brand positioning, and its marketcommunication. Further, the report discusses its message strategy and how the company executesit for effectiveness. Besides, the essay examines the promotional mix and the media strategytools that CCA uses in marketing Coke. Thus, the paper is useful in helping CCA companyobtain valuable information to improve the marketing of Coke drink in Australia
MARKETING COMMUNICATIONS3Table ofContentsIntroduction......................................................................................................................................4Company Background..................................................................................................................4Product Description......................................................................................................................4Target Market for Coke...................................................................................................................5Positioning of Coke.........................................................................................................................6Communication Goal.......................................................................................................................7Message strategy and Executional Tactics at CCA.........................................................................8Promotional Mix and Media Strategies for CCA............................................................................9Conclusion.....................................................................................................................................10References......................................................................................................................................12
MARKETING COMMUNICATIONS4IntroductionCompany BackgroundCoca-Cola Amatil, abbreviated as CCA is the leading soft drink dealer in Australia. Theorganization is among the five top branch companies of Coca-cola Company. It produces non-alcoholic drinks which are ready-to-drink beverages. The organization produces the commonCoca-Cola products which include Coca-Cola drink (Coke), Sprite, Fanta, Kirks, Lift, ZicoCoconut water and Powerade among many others. It handles the manufacture, the sales and thegeneral distribution of these drinks. Besides, CCA produces and sells some alcoholic drinkswithin Australia and other parts of the Asia Pacific region.CCA has employed more than 35000 people across the entire Australia to handle themanufacture, the sales, and distribution of Coca-Cola products. CCA has much manufacturinglocated at various points in Australia. These areas include Moorabbin, Thebarton, Kewdale,Richlands and Northmead among many others. The manufacturing sites have played a criticalrole in placing the company at a better position to meet the needs of its huge Australian market.CCA is always keen to create and sustain a close relationship between the customers, the ownersof the brand, the manufacture, sell and distribution of its products.Product DescriptionThe Coca-Cola Amatil's product chosen for this report is Coca-cola drink also calledCoke. The product is one of the most iconic drinks of the CCA in Australia and other countries.Coke is a carbonated drink that has reached many people in the Australian market, and evenbeyond Australia, becoming the most dominant soft drink on the globe (Spurgeon, 2008). Thedrink is packed in cans and bottles which have variations as per the market needs. Currently, the
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