Coca-Cola Amatil's Marketing Strategy

This assignment examines the marketing practices employed by Coca-Cola Amatil. Students are tasked with analyzing various aspects of the company's strategy, including brand management, initiatives aimed at enhancing customer satisfaction, and the challenges they face within a dynamic and competitive marketplace. The analysis draws upon provided research papers and news articles to provide insights into Coca-Cola Amatil's approach to marketing.

Running head: COMMUNICATION PLAN 0
COMMUNICATION PLAN
COCA COLA AMATIL

COMMUNICATION PLAN 1
Executive summary:
Marketing is the subset of business and it is very important to market the products with a
particular message so that the company can position its image in the eyes of the customers. It has
been analysed that Coca cola Amatil is the company that is serving the people with an image of
that the company serves the people with soft drinks that area highly carbonated in nature and
affect the heath in negative way. This is the report that discusses about the marketing plan of the
company in order to change its positioning and the image in the minds of the consumers by
releasing healthy and fresh drinks in the market. The report initiates with the discussion of
company profile along with the explanation of the communication objectives of the company.
The later part of the report clearly defines the communication plan of the company along with
the feedback of the stakeholders so that the corrective actions can be taken before implementing
the plans. The plan was made to enhance the brand awareness of the company in Australian
market. Various strategies have been used to communicate the message to the customers.

COMMUNICATION PLAN 2
Table of Contents
Introduction:-..............................................................................................................................................3
Communication objectives:.........................................................................................................................3
Segmentation:.............................................................................................................................................4
Target market:.............................................................................................................................................4
Message:.....................................................................................................................................................5
Positioning strategy:....................................................................................................................................5
Communication strategy mix:......................................................................................................................6
Media mix:...................................................................................................................................................7
Basic budget of the plan:.............................................................................................................................8
Evaluation metrics:......................................................................................................................................9
Matrix:.........................................................................................................................................................9
Brand awareness before campaign:..........................................................................................................10
Brand awareness after campaign:.............................................................................................................11
Feedback:..................................................................................................................................................11
Changes.....................................................................................................................................................12
Conclusion:................................................................................................................................................12
Recommendations:....................................................................................................................................12
References:................................................................................................................................................13

COMMUNICATION PLAN 3
Introduction:-
Coca Cola Amatil is the company that deals with non-alcoholic products and is one of the
biggest bottlers in Australia. The company called coca cola basically operates in Australia with
the name of coca cola Amatil. It is headquartered at Sydney. As far as the products range of the
company is considered, it has been analysed that the company deals with soft drinks, water, fruit
juices, coffee, tea, beer, iced drinks, flavoured milk etc. as per the historical analysis of the
company, it has been analysed that the company started its operation as British Tobacco
company in 1904 (Ccamatil.com, 2017). After fifty years of struggle, it has become the company
called Amatil Ltd. After that in late 1970’s the company acquired coca cola in Australia and Fiji.
Later, the share of coca cola has become so large that the company has changed its name as Coca
cola Amatil. It has been analysed that marketing is the basic requirement for any business
success. It is required by the company to market its products so as to make the people aware
about the presence of brand. Coca cola is the company that needs to develop the awareness of the
brand among the people between the ages of 35-50. This is because they are the people with
heath issues developing and thus they generally avoid drinking soft drinks at this time. The
product that is being discussed here to target the market is the diet coke and the fruit juices
products of the company.
Communication objectives:
Communication objectives are those objectives that need to be achieved by implementing some
of the communication strategies so as to achieve such objectives. Some of the objectives of the
company are:
Increasing overall brand awareness by 20%: it is required by the company to enhance its brand
awareness among the people. Australia is the country where people are very fond of drinking and
eating. Thus, it is easy to attract the people (News ‹ Coca-Cola Amatil, 2017).
New positioning image: the company has portrayed its image as the youthful drink till now. The
company has to change its image from young oriented to health oriented and thus this was also
the objective of the company to position the company as the healthy brand.

COMMUNICATION PLAN 4
Segmentation:
Segmentation is the process that needs to be conducted in order to divide the customers in
different section as per their characteristics. Homogenous nature of one section of the customers
or the segment of the customers allows the company to implement similar strategy in order to
market the products to that particular segment (Çal & Adams, 2014). As per the above case, it
has been analysed that the segmentation can be done with some of the basics such as age,
lifestyle etc.
The customers are categorized as per their age. The first segment is the age of 16-35 years of
age, the second segment is 35-50 years of age and the last segment is above 50. The next
categorization is on the basis of lifestyle. There are two segments on this basis; the first one is
related to the customers who like to drink carbonated soft drinks and the second one is related to
the customers who believe in drinking fruit juice and healthy drinks (Anderson, Narus &
Narayandas, 2009).
Target market:
Target market of the company can be defined as the market that is being targeted in order to
convey a particular message to the customers. It is that particular market for who all the
strategies of communication and marketing are made so that that segment of market can be
converted into consumers from customers of the products. As per the above analysis, the target
market of the company was the people between the ages of 35-50. This is because the company
wanted to target the people who are more health conscious and wish to buy the drinks that are
healthier as compared to tasty (Peter & Donnelly, 2011). Another segment that has been targeted
was the segment of health conscious people who are sports lover. This is because health drinks
are also preferred by those segments of the people irrespective of their age.
The target market of the company suggests that it is required to make the strategies in such a way
so that the above target market can be targeted easily and brand awareness can be enhanced in
this new target market for the company (Hollensen, 2015).

COMMUNICATION PLAN 5
Message:
As per the history of the company, coca cola Amatil has portrayed itself with different messages
to the customers ill now. As per the above case, the company has to portray itself as the healthy
drink and thus the message that needs to be delivered to the customers should be with relation to
the health concerns of the customers. The message that has been delivered to the customers was:
 The drink that was tasty but now it is healthy
 Healthy drink for the healthy people
Positioning strategy:
Positioning strategy can be defined as the strategy that deals with choosing some key phrases or
word that comes to the mind of the customers whenever they think of the company or the brand.
A position strategy of the company is made in order to determine how the company will compete
in the market and what value it added to the customer (Frank-Martin & Peattie, 2009). Making
an effective positioning strategy requires the company to consider its strengths and weakness. It
is required to portray the strengths of the company and the products in front of the customers so
that the positioning message builds a great image of the company in the market. It should also be
such that it helps the company to be above the competitors in all such ways. There are various
positioning strategies that the company can use as per their strengths:
 By product quality
 By product cost
 By product innovation
 By product use and application
 By products users
 By market
 By competitors
As per the above case, it has been analysed that they should have used the strategy of products
use and application. This is because the company is serving the market with the healthy products
md this needs to be showcased by the company and portrayed itself as the healthy brand. It is the

COMMUNICATION PLAN 6
use of the brand or the products in healthy way (Wilson & Gilligan, 2012). Thus the positioning
strategy of the company is related to its use and application along with its benefits. Coca cola has
used the benefits of the healthy drinks to showcase the strength of the products and the brand so
that it can target the customers who are heath conscious and are interested in sports. Positioning
strategy of the company helps the firm to be remembered by the customers. The companies have
to select one or the other strategies of positioning the product so that the message of the company
can clearly be delivered to the customers (Sicilia & Palazón, 2008).
Communication strategy mix:
Marketing is the broad subject and it involves many activities such as development of the
products, pricing decision, promotions of the products, distribution of the products etc.
communication is one of the major part of marketing (Harris, Schwartz, Brownell, Javadizadeh
& Weinberg, 2011). This is because for mating the products, it is required by the company to
communicate some of the messages to the customers so that they can be aware of the products
and the brand existence in the market. There are some elements of the communication in which
some of the strategies need to be made and implemented so as to use those elements in the
marketing of the products. Following are the elements along with the strategy that has been used
by Coca Cola Amatil as per above case:
Advertising: advertising is done as per the requirements of the company’s communication
objective. The company has prepared a TV and the audio advertisement that deals with
portraying the image of the company as the company that cares for the health conscious people.
Advertising is used because this is the technique that helps the company to reach the large target
audience at a time. It is the costly method to advertise or promote the products but is more
effective (Esch & Strödter, 2008).
Personal selling: The Company has also used this strategy by selling the products personally
though the canopies at some of the events and in the gyms. This has helped the company to make
the people aware about the new products of the company and the presence of the brand. Personal
selling is the most effective tool to be used for communication as the feedback of the customers
can be easily recorded at the time of selling and it can be altered as well.

COMMUNICATION PLAN 7
Direct marketing: It has been analysed that the company has made use of this tool as well. This is
the tool that supports the company to increase the brand awareness by customizing the messages
for the customers according to their choice (Armstrong, Kotler, Harker & Brennan, 2015). This
is because the marketing can be done by sending the mails, messages etc. to the customers
directly. This has greater influence than any other techniques of marketing.
Sales promotion: This is also a great method to be used by the company. The company has made
use of some of the discount offers for the customers so as to attract them towards the brand as
well as towards the product (Danckert, 2017).
Public relations: It is the method that helps in making relations with the public by engaging is
some activities such as campaigning. The company has also make use of this strategy in order to
attract the customers towards the products by engaging into some sponsorship programs and road
shows (Palmer & Palmer, 2017).
Media mix:
Media mix can be defined as the channels that can be used by the companies to advertise and
promote the products. It has been analysed that coca cola also have used, any combination of
media to telecast the advertisements so as to deliver the message to the customers. Some of the
media used by the company are:
Broadcasting media: Broadcasting media includes the media channels such as television, radio
etc. these media channels have great reach and it reaches to every corner of the world. Thus, the
company cannot have to make so much of efforts in delivering the message to such media
channels.
Print media: Print media is the media that involve the channels such as magazine, newspapers
etc. both of these channels are used by the company because the company has posted their ads in
newspapers about the discount offers and in magazine along with the new products message. The
magazines that were selected to post the ads were the sports magazine or health related
magazines so that the target market can read the message that has been posted (ABC News.,
2017).

COMMUNICATION PLAN 8
Social media: It has been analysed that social media has also used by the company to advertise
the products. Social media tools such as Facebook, instagram etc. are being used by the company
(news.com.au — Australia’s #1 news site., 2017). Social media tools are the tools that allow the
company to take the feedback from the customers at the portals which helps the company to
analyse that market situation and the position of the product in the market.
Display media: It is the medium that helps the company to stick their posters on the billboard so
that every corner of the city can be covered by the ads. This display over the billboards reminds
the customers about the products and the message and stick into the minds of the customers.
Basic budget of the plan:
Budget element Cost
Media and advertising cost:
Television advertisements cost
Radio
Billboards
Social media and digital media
Sponsorship
Print media
Sales promotion
Public relations
$812,000
$254,000
$20,000
$14,000
$18,000
$456,000
$10,000
$20,000
$20,000
Other cost $20,000
Evaluation and control cost $46,000
Total cost $878,000
It has been analysed from the above budget that 92% of the total cost is spent in the media
channels and the advertising activities that has been conducted by the company. Other 8% of the
total budget has been used for the evaluation and control measures that have been sued to

COMMUNICATION PLAN 9
evaluate the results of the campaign or the communication strategy used. It also includes other
miscellaneous activities cost such as travelling, meeting etc.
Evaluation metrics:
It has been analysed that the communication plan that needs to be implemented by the company
has to be valuated so that the success of the campaign can be measured. There are several metrics
that provides the proper information about the communication plan implemented. Some of the
metrics that can be used in the above case are:
1. Activity metrics: activity metrics are those matrixes that provide the information about
the activities of communication that has been implemented; this matrix helps in
evaluating the activities of the plan.
2. Reach matrix: it is the matrix that provides the company to assess the size of the audience
and the reach of the strategies that has been used by the company. In this matrix the reach
of the each of the activity needs to be jotted down so that evaluation of the success of
communication plan can be done.
3. Engagement metrics: it is the matrix that helps in analysing the intensity of engagement
of the people in the communication plan or the activities. It is the measurement of how
the people engagement in the communication activities.
4. Impact matrix: it is the final matrix that can be used to analyse the impact of the
communication plan and the activities of the sales and the communication objectives that
has been set for making the plan.
Matrix:
Activities Engagement Reach Impact Notes
Advertising 30% 90% 68% Advertising has great
impact on the people but
does not allow the
feedback. It has influence
on brand awareness.

COMMUNICATION PLAN 10
Public
relations
40% 65% 70% public relations helped in
increasing brand
awareness but with low
reach
Personal
selling
50% 58% 70% Personal selling helps in
increasing sales but not
brand awareness.
Sales
promotion
60% 60% 70% It helps in enhancing
brand awareness
Social media 70% 70% 87% It has enhanced that sales
as well as brand
awareness
Direct selling 80% 48% 69% It does not have great
impact on brand
awareness
Brand awareness before campaign:
It has been analysed that the brand awareness before campaign was observed to be very low as
the people who were health conscious do not have any of the knowledge of the brand at all. This
is because they did not want to have such drinks. The people who have the knowledge of the
brand knew that it is the brand that serves the people with carbonated drink and which is not
good for health. Thus, this is thinking that needs to be changed by the company and attaining the
new position in the market. It has been analysed that implementing the campaign can helps the
company to develop the brand image of the brand and also make the people aware about the
brand with different positioning.
Brand awareness after campaign:
It has been analysed by the matrix that the brand awareness has increased a lot after conducting
the campaign. Not all the activities have contributed for the objective but most of the strategies

COMMUNICATION PLAN 11
have put in all efforts to attain the communication objective of the company. It has been analysed
that implementing the campaign had provide to be very beneficial for the organization so as to
achieve the target (News., 2017). The target of communicating the brand has not yet been
achieved by the campaign thus it is required to make cages as per the feedback that has been
given by the stakeholders of the company.
Feedback:
Employees:
Stakeholders Type of feedback Results
The employees who were involved
in the feedback session were the
managers of marketing, purchase
department and the immediate
executives. Sales department of
the company has also provided
their opinion as per the
observation on field.
Interviews and meetings It has been analysed after
the meeting and the
interviews that employees
were not 100% happy with
the plan. They suggests that
it is required to take some
modifications in the
message that has been
posted to the customers
Board of directors:
Stakeholders Type of feedback Results
The BOD of the company has
also shared their feedback on
the plan that has been made
Meetings It has been analysed that BOD
suggests that there should be
changes in the way the
advertisements are being
telecasted.

COMMUNICATION PLAN 12
Changes
As per the feedback of the employees and other stakeholders it has been analysed that the
company has to make some of the changes in the campaign. Some of the changes that need to be
made are:
Changes in advertisement:
It has been analysed that the advertisements that has been made for the company is not properly
portraying the image of the company and the positioning of the brand. It has been required by the
marketing team to put in the message properly so that the right audience can be targeted.
Changes in personal selling techniques:
Only putting up the canopies is not the only method that can be used by the companies
(Anderson, Narus & Narayandas, 2009). The company has to implement some more strategies so
as to conduct the personal selling techniques.
Conclusion:
It has been concluded from the report that Coca cola Amatil is the company that operates in the
food and beverage industry of Australia. It has been analyse that the company has its position
and image in the market and the company wants to enter the new market segment so as to expand
its market and to position itself with different message. The company has targeted the audience
that is heat conscious in nature by serving them the diet coke and the fruit juice products. Coca
coal is having the image that the company only offers the carbonated drinks for the customers
which are not god for heath if used frequently. Thus, it is required change the mind-set of the
people by positioning the company with different message. Various strategies have been used by
the company in order to achieve the objective of the company to have 20% brand awareness n
the market. It has been analysed that the company has used communication mix methods such as
direct selling, personal selling, sales promotion, advertising etc.
Recommendations:
It has been recommended for the company that it should make a plan that is relevant to the
market of Australia. It has been analysed that the organizations wants to change its image and

COMMUNICATION PLAN 13
have to increase its brand image in the market by 20%. The company has selected some of the
activities that are not helping the company for increasing brand awareness. The comoany should
consider the feedback of the stakeholders seriously and should make the changes accordingly in
the communication plan.
References:
ABC News. (2017). Coca-Cola's profits slide as consumers' tastes change. Retrieved 3 October
2017, from http://www.abc.net.au/news/2017-06-02/coca-cola-is-in-decline-as-consumer-tastes-
change/8583028
Anderson, J. C., Narus, J. A., & Narayandas, D. (2009). Business market management:
Understanding, creating, and delivering value. Pearson Prentice Hall.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Çal, B., & Adams, R. (2014). The effect of hedonistic and utilitarian consumer behavior on
brand equity: Turkey–UK comparison on Coca Cola. Procedia-Social and Behavioral
Sciences, 150, 475-484.
Ccamatil.com (2017). Our Vision and Values – Coca Cola Amatil. . Retrieved 3 October 2017,
from https://www.ccamatil.com/en/our-company/our-vision-and-values
Chandra, G. S. (2013). Strategi Pemasaran Produk Frestea pada PT Coca-Cola Amatil
Indonesia dalam Menghadapi Persaingan Produk Minuman Teh dalam Kemasan (Doctoral
dissertation, Program Studi Pendidikan Ekonomi FKIP-UKSW).
Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of
marketing communication mix. Management science, 54(3), 477-491.
Cuganesan, S., Guthrie, J., & Ward, L. (2010, December). Examining CSR disclosure strategies
within the Australian food and beverage industry. In Accounting Forum (Vol. 34, No. 3, pp. 169-
183). Elsevier.

COMMUNICATION PLAN 14
Danckert, S. (2017). Coca-Cola Amatil loses its fizz as Australians give soft drinks a miss. The
Sydney Morning Herald. Retrieved 3 October 2017, from
http://www.smh.com.au/business/retail/cocacola-amatil-loses-its-fizz-as-australians-give-soft-
drinks-a-miss-20170823-gy22ys.html
Esch, F. R., & Strödter, K. (2008). Marketing. John Wiley & Sons, Ltd.
Foster, R. (2008). Coca-globalization: following soft drinks from New York to New Guinea.
Springer.
Frank-Martin, B., & Peattie, K. J. (2009). Sustainability marketing: A global perspective. Wiley.
Harris, J. L., Schwartz, M. B., Brownell, K. D., Javadizadeh, J., & Weinberg, M. (2011).
Evaluating sugary drink nutrition and marketing to youth. New Haven, CT: Yale Rudd Center
For Food Policy and Obesity.
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.
Hu, F. L., & Chuang, C. C. (2009). How can different brand strategies lead to retailers' success?
Comparing Manufacturers brand for Coca-cola and Private Brand for Costco. Journal of Global
Business Issues, 3(1), 129.
Jain, S. C., & Haley, G. T. (2009). Marketing planning and strategy. Cincinnati South-Western
Publishing Company 1985..
Kähärä, P. (2009). Marketing research for Coca-Cola Thailand Limited: implementation of Fanta
Free in Thailand.
Kitchen, P. J., & Burgmann, I. (2010). Integrated marketing communication. John Wiley &
Sons, Ltd.
Mahesa, D., & DJASTUTI, I. (2010). Analisis Pengaruh Motivasi dan Kepuasan Kerja terhadap
Kinerja Karyawan dengan Lama Kerja sebagai Variabel Moderating (Studi pada PT. Coca Cola
Amatil Indonesia (Central Java) (Doctoral dissertation, UNIVERSITAS DIPONEGORO).
News ‹ Coca-Cola Amatil. (2017). Ccamatil.co.nz. Retrieved 3 October 2017, from
https://ccamatil.co.nz/news/

COMMUNICATION PLAN 15
News.. (2017). Coca-Cola Amatil will take time to improve Retrieved 3 October 2017, from
http://www.sbs.com.au/news/article/2017/05/16/coca-cola-amatil-will-take-time-improve
news.com.au — Australia’s #1 news site. (2017). Coca-Cola Amatil flags profit weakness.
Retrieved 3 October 2017, from http://www.news.com.au/finance/business/breaking-news/coca-
cola-amatil-sees-lower-h1-profit/news-story/281bfbe16590666c8c404cf5c1145350
Palmer, D., & Palmer, D. (2017). CC Amatil issues profit warning. Theaustralian.com.au.
Retrieved 3 October 2017, from http://www.theaustralian.com.au/business/companies/cocacola-
amatil-issues-profit-warning-delays-buyback/news-story/244afbb1144b80014e45a559ec2ca4a1
Peter, J. P., & Donnelly, J. H. (2011). Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub., INC.
Setyawati, D., & Santoso, I. (2012). Value Chain Analysis on the Logistics Management as the
Basis for Strategy Formulation to Increase Customer Satisfaction (Case Study in PT. Coca-Cola
Amatil Indonesia-Plant East Java). Agroindustrial Journal, 1(1), 28.
Sicilia, M., & Palazón, M. (2008). Brand communities on the internet: A case study of Coca-
Cola's Spanish virtual community. Corporate Communications: An International Journal, 13(3),
255-270.
Wilson, R. M., & Gilligan, C. (2012). Strategic marketing management. Routledge.