Marketing Plan and Communication Plan Report
Added on 2020-04-07
16 Pages4616 Words68 Views
Running head: COMMUNICATION PLAN0COMMUNICATION PLANCOCA COLA AMATIL
COMMUNICATION PLAN1Executive 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 hasbeen 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 PLAN2Table of ContentsIntroduction:-..............................................................................................................................................3Communication objectives:.........................................................................................................................3Segmentation:.............................................................................................................................................4Target market:.............................................................................................................................................4Message:.....................................................................................................................................................5Positioning strategy:....................................................................................................................................5Communication strategy mix:......................................................................................................................6Media mix:...................................................................................................................................................7Basic budget of the plan:.............................................................................................................................8Evaluation metrics:......................................................................................................................................9Matrix:.........................................................................................................................................................9Brand awareness before campaign:..........................................................................................................10Brand awareness after campaign:.............................................................................................................11Feedback:..................................................................................................................................................11Changes.....................................................................................................................................................12Conclusion:................................................................................................................................................12Recommendations:....................................................................................................................................12References:................................................................................................................................................13
COMMUNICATION PLAN3Introduction:-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 companycalled 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 Cocacola 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 thebrand 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 andeating. 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.
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