A Marketing Communication Plan for Coca-Cola Amatil

Running head: MARKETING COMMUNICATION
MARKETING COMMUNICATION
Name of the Student
Name of the University
Author Note

1MARKETING COMMUNICATION
Executive Summary
The aim of this report will be to develop a marketing communication plan of Coca-Cola
Amatil, a soft-drink manufacturer organization who operates in the region of Australia. This
report will include the brand positioning of the selected organization along with the
marketing objectives and major competitors of the organization in the Australian market
place. An overview of the present marketing activities will be given in this study. 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. A minimum set of three communication or advertising
objectives like developing brand awareness will be given. A core creative concept will be
discussed that can be adapted for different media channels. A simple twelve month media
plan will be developed to accomplish the objectives of the organization along with the
creative strategy. At the end, details of measuring the marketing communication plan will be
provided.

2MARKETING COMMUNICATION
Table of Contents
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 Consumers............................................................................8
Core Creative Concept...............................................................................................................8
Measuring the Effectiveness of the IMC Plan...........................................................................9
Conclusion................................................................................................................................10
References................................................................................................................................11

3MARKETING COMMUNICATION