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MKT 101A Marketing Fundamentals

   

Added on  2020-04-13

11 Pages2221 Words54 Views
Running head: MARKETING FUNDAMENTALSMarketing FundamentalsName of StudentName of UniversityAuthor Note

1MARKETING FUNDAMENTALSTable of Contents1. Information about the company.............................................................................................22. Target market analysis..........................................................................................................2i. Segmentation analysis.........................................................................................................2ii. Targeting strategy...............................................................................................................23. Positioning strategy................................................................................................................34. Marketing mix variables........................................................................................................3i. Product mix strategy............................................................................................................3a. Three levels of product.......................................................................................................3b. Brand strategy decision......................................................................................................3ii. Pricing strategy...................................................................................................................4a. Pricing option......................................................................................................................4b. Price adjustment strategy....................................................................................................4iii. Placement..........................................................................................................................4a. Marketing/distribution channel strategy.............................................................................4b. Distribution coverage strategy............................................................................................4iv. Promotion..........................................................................................................................5a. Advertising.........................................................................................................................5b. Personal selling...................................................................................................................5c. Sales Promotion..................................................................................................................5d. PR.......................................................................................................................................6

2MARKETING FUNDAMENTALSe. Direct..................................................................................................................................6f. Digital..................................................................................................................................6v. Extended marketing mix variables.....................................................................................6a. People.................................................................................................................................6b. Process................................................................................................................................7c. Physical Evidence...............................................................................................................75. Conclusion..............................................................................................................................7Reference....................................................................................................................................8

3MARKETING FUNDAMENTALS1. Information about the companyCoca-Cola Amatil is one of the biggest companies that manufacture non-alcoholicdrinks in New Zealand, Australia and in the Asia-Pacific region. The company was set up in1904, with headquarters in New South Wales. Recently the company have suffered a loss inthe revenue and the operating income has also seen a decline (Ccamatil.com 2017). In thisregard, the company focused more on the sale of Coca-Cola that is considered to a populardrink all over the world. 2. Target market analysisi. Segmentation analysisThe situational analysis of the product can be based on the popularity of the productwith the target market. In this case, the target market for the sale of Coca-Cola is the children.Socio-demographicGeographicBehaviouralPsychographicChildren rangingfrom 8 years to 17years Urban areas of themarketing countriesRegular consumptionof non-alcoholicdrinksValue convenienceTable: Segmentation analysis(Source: Borden 2014)ii. Targeting strategyThe targeting strategy depends upon the size of a market segment, a growth of marketand degree of competition that exists in the market. In the case of Coca-Cola Amatil, themarketing segmentation includes the children of 8-17 years of age. This is a huge marketsegment as children in this age group are present all around the world. The degree ofcompetition in Australia is fierce as it faces competition from PepsiCo and Nudie food.

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