Marketing Management: Segmentation, Targeting and Positioning Strategies of Coca Cola Amatil

Marketing management
Table of Contents
Introduction.................................................................................................................................................3
Briefly describe the industry market............................................................................................................4
A. Growth.................................................................................................................................................4
B.Profitability..............................................................................................................................................4
C.Macro environment (Pestle factors).........................................................................................................5
Nature of competition, compare and contrast organization place in the market...........................................6
Major market segments (Primary and secondary market)............................................................................8
Level of involvement of primary segment...................................................................................................9
Positioning map.........................................................................................................................................10
Conclusion.................................................................................................................................................11
References.................................................................................................................................................12
2

Marketing management
Introduction
Marketing strategies provide the dynamic and effective information about the entire target
market of a specific product of a company. The primary objective behind this report is to discuss
about the role and significant of segmentation, targeting and positioning strategy. Coca Cola
Amatil has been chosen in the report which is significant and unique brand in Australia. CCA
offers wide range of food and beverage products to the customers around the globe. An external
analysis, growth and profitability of CCA also have been discussed in the task briefly. The
choices and needs of the customers have been considered to identify and evaluate the level of
involvement of primary target market regarding the beverage and food products. The product
which is taken in the task is carbonated soft drink. The paper explains that how the company uses
segmentation, positioning and targeting strategy to satisfy the needs and requirements of the
customers globally. More detail of the task has been drawn below.
Coca cola Amatil is a well known company that focuses on food and beverage products, around
the 6 countries. In today’s era, the company is one of the Asia Pacific biggest distributors and
bottlers of alcoholic and non-alcoholic ready to drink beverages and is one of the leading and
well known bottlers of Coca Cola company range. The company diversified portfolio of products
like spring water, sports drink, carbonated soft drinks, fruit juices, iced tea, flavored milk, coffee,
tea, vegetables snacks and products. The vision of the company is to create millions of moments
of possibilities and happiness. The organization builds and enhances the unrivalled shared value
and growth in the global market. Apart from this, the firm is delivering attractive sustainable
revenue and returns. The core values of firm include straightforward, openness, and dignity. The
core values provide guidance to CCA to fulfill the values and expectations of the stakeholders in
the global market. The firm is making innovative strategies and policies to be a leader in the food
and beverage industry across the world (Ccamatil, 2018).
3

Marketing management
Briefly describe the industry market
A. Growth
It has been studied that the company is increasing and enhancing the growth and success in the
global market by rendering excellent food and beverage products to the customers. There are
approx 14,000 employees working in the New Zealand, Fiji, Australia, Indonesia, Samoa, and
Papua New Guinea. The company works as one team to render best everyday for the consumers,
partners, communities, customers and shareholders who all benefits from CCA success and
growth. The firm has approx 115,000 customers in all over the world. The revenue of CCA was
USD 4.11 million and net earnings of USD 0.38 million (Capitalcube, 2018).
(Source: Capitalcube, 2018).
B.Profitability
CCA has offered an increase of 80.9% rise in annual net profit to $445.2million with the big
increase aspects to one off writedown from the last year. CCA share performance is increasing
day by day with increasing the selling of the food and beverage products in the competitive
market. The trading revenue of CCA was $4.933b in 2017 and underlying NPAT was $416.2m.
The company has access to more than 270 million potential and dynamic consumers through
more than 950,000 active and effective customers (Ccamatil, 2017).
4