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Marketing Communications in Business Systems

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Added on  2019-10-30

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This paper focuses on the Australian Coke soft drink product; one of the products of the Coca-Cola Amatil company. Thus, the paper is useful in helping CCA company obtain valuable information to improve the marketing of Coke drink in Australia Introduction 4 Company Background 4 Product Description 4 Target Market for Coke 5 Positioning of Coke 6 Communication Goal 7 Message strategy and Executional Tactics at CCA 8 Promotional mix and media strategies for CCA 9 Conclusion 10 References 12 Introduction Company Background Coca-Cola Amatil, abbreviated as

Marketing Communications in Business Systems

   Added on 2019-10-30

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MARKETING COMMUNICATIONS1MARKETING COMMUNICATIONS By [Student’s name]Professor’s nameCourse CodeUniversityDate of submission
Marketing Communications in Business Systems_1
MARKETING COMMUNICATIONS2Executive summaryMarketing communications is an essential aspect for the success of business enterprises. It plays a critical role in attaining the brand loyalty and the general profitability of the business organization. Successful marketing communications entail choosing the proper strategy for integrated marketing communication that is appropriate for the market audience. This paper focuses on the Australian Coke soft drink product; one of the products of the Coca-Cola Amatil company. The paper discusses its target market, brand positioning, and its market communication. Further, the report discusses its message strategy and how the company executesit for effectiveness. Besides, the essay examines the promotional mix and the media strategy tools that CCA uses in marketing Coke. Thus, the paper is useful in helping CCA company obtain valuable information to improve the marketing of Coke drink in Australia
Marketing Communications in Business Systems_2
MARKETING COMMUNICATIONS3 Table of ContentsIntroduction......................................................................................................................................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
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MARKETING COMMUNICATIONS4IntroductionCompany BackgroundCoca-Cola Amatil, abbreviated as CCA is the leading soft drink dealer in Australia. The organization 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 common Coca-Cola products which include Coca-Cola drink (Coke), Sprite, Fanta, Kirks, Lift, Zico Coconut water and Powerade among many others. It handles the manufacture, the sales and the general distribution of these drinks. Besides, CCA produces and sells some alcoholic drinks within Australia and other parts of the Asia Pacific region. CCA has employed more than 35000 people across the entire Australia to handle the manufacture, the sales, and distribution of Coca-Cola products. CCA has much manufacturing located at various points in Australia. These areas include Moorabbin, Thebarton, Kewdale, Richlands and Northmead among many others. The manufacturing sites have played a critical role 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 owners of 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 called Coke. 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 even beyond Australia, becoming the most dominant soft drink on the globe (Spurgeon, 2008). The drink is packed in cans and bottles which have variations as per the market needs. Currently, the
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