The present market segmentation of the organization, which will involve all the market segmentation details like demographic, psychographic along with the media consumption details of the selected brand of Coca-Cola Amatil. Introduction 3 Background of the Organization 3 Brand and Positioning 4 Marketing Objectives 4 Competitors 5 Current Marketing Activities 5 Present Market Segmentation 6 Geographic Segmentation 6 Demographic Segmentation 6 Psychographic Segmentation 7 Behavioral Segmentation 7 Communication Objectives 7 Developing Brand Awareness 8 Promotion of the Products and Company Knowledge 8 Influencing of Attitudes of the