CMU304 - Marketing Communication Plan: Coca-Cola Amatil in Australia

This report provides a comprehensive marketing communication plan for Coca-Cola Amatil in the Australian market. It begins with an executive summary outlining the report's objectives, which include analyzing brand positioning, marketing objectives, and competitive landscape. The report then delves into the background of Coca-Cola Amatil, its brand and positioning, and sets forth marketing objectives. A thorough examination of competitors follows, alongside an overview of current marketing activities. Market segmentation is explored, encompassing geographic, demographic, psychographic, and behavioral aspects. The report outlines three communication objectives, including developing brand awareness, promoting products, and influencing consumer attitudes. A core creative concept, "Amatil: Towards a Healthier and Fit Lifestyle," is proposed for adaptation across different media channels. Finally, a 12-month media plan is developed, and methods for measuring the effectiveness of the marketing communication plan are discussed, concluding with a summary of findings.

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

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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.

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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

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Introduction
The main 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.
Background of the Organization
Coca-Cola Amatil Limited or CCA is one of the biggest producers of non-alcoholic
and ready-to-drink beverages in Asia-Pacific region, and is regarded as one of the five key
Coca-Cola bottlers around the world. The organization runs their business operations in the
market places of New Zealand, Samoa, Papa New Guinea, Indonesia, Fiji and Australia. It
was founded n the year of 1904, and comes from the beverage industry. The organization
possess a diversified product portfolio under its belt, which includes soft drinks, sports drink,
spring water, energy drinks, iced tea, fruit juices, coffee, alcohol, flavored milk and tea. Apart
from all these, the moralization distributes endless still, sparkling and other non-alcoholic

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beverages, which includes Mount Franklin water, Aquaris Water, Kiwi Blue, Fanta, Diet
Coke and others. The number of employees of the organization is around 15,000 who serve
the market place of the six said regions. It is bottler of Coca-Cola products in those regions,
and uses the brand name of Coca-Cola in those areas. The organizational vision is to create
endless number of moments of possibilities and happiness in the places where they serve
(Ccamatil 2019) .
Brand and Positioning
As said earlier, the name Coca-Cola serves as a brand in the global market place of
beverage industry. They are the bottlers of this global market leader, and gain the competitive
advantage over its rivals in the market places where the business entity serves. The brand
value of the business house depends on the group strategy, which helps them to capture the
growth in the market places and deliver the long-term value to its customers along with the
employees, suppliers, shareholders and other persons related to the business entity. The
organization has the potentialities to understand the changes in the tastes and preferences of
the customers, and they possess all the strengths and opportunities to navigate this altering
business environment, by the help of three pillars of group strategy, which are LEAD,
EXECUTE and PARTNER (Mialon et al 2016).
Marketing Objectives
The marketing aims and objectives followed by the company of Coca-Cola Amatil is
to lead the beverage house among the customers present in the market places. To gain the
competitive advantage, the organization is focusing on small level of innovations, safety
messages, public images and high level of promotional techniques to accomplish the

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customer satisfaction level and maintain a sustainable rate of revenue generation by selling
their diversified product portfolio in the market places where they serve (Jackson et al 2014).
Competitors
The organization of Coca-Cola Amatil is the market leader in the regions where they
serve, but they have to face some tough competition from its rivals present in those areas.
Some of the rival organizations are PepsiCo, Nudie Foods Australia, Schweppes, Golden
Circle, Heinz and others. They also have to face competition from supermarket chains present
in the regions where they serve. In the context of supermarkets from Australia, Coca-Cola
Amatil have tom face competition from Coles and Woolworths, who enjoys almost eighty
percent of the market share, and will continue to challenge Coca-Cola Amatil due to the
uphold of powering the supermarkets. Different discounts are provided by the competitors of
them, which is forcing the business house to reduce the price of the products.
Current Marketing Activities
The current marketing activities that the organization of Coca-Cola Amatil is
performing in the regions of New Zealand, Samoa, Papa New Guinea, Indonesia, Fiji and
Australia are focusing on the customers who are looking for healthier lifestyle. The present
strategy involves of making the beverages available to the people where the organization
operates. They perform this by creating a network of partners along with acquisition of fresh
business and participation in the distribution and marketing of other beverages like alcohol
and usage of different strategies required to improve the marketing of its products. The
organization has engaged them to study the changes in the requirements and tastes of the
customers and trying to make something innovative, mainly for the people who are looking
for healthier options and staying fit. The marketing strategy of the organization involves the

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use of advertisements, deals of sports sponsorship, games and competitions apart from usage
of the internet for promotion of its products, as most of the people are becoming more tech-
savvy due to the advancement of the technology (Finne and Grönroos 2017).
Present Market Segmentation
The current market segmentation of the organization depends entirely on the needs
and demands of the customers present in the market place, along with maintaining the
competitive advantage over its rivals. The market segmentation of the organization of Coca-
Cola Amatil can be described as follows:
Geographic Segmentation
Coca-Cola Amatil has identified their customers who mainly reside in the urban and
semi-urban areas, where the portfolio of the products of the organization will match the needs
and requirements of the people who reside in those areas. They do possess a nationwide
network distribution, but the products are mostly sold in the above discussed areas in the
regions where they serve. The media consumption details are mostly done by the internet
based consumption like e-mail alerts along with the newspaper, television and magazine
advertisements (Richards et al 2015).
Demographic Segmentation
In this market segmentation, Coca-Cola Amatil has divided the market places
according to the age, religion, gender, race and occupation of the people. Various products of
the organization are manufactured to serve different segments of people present in the market
places. The requirements differs according to the above discussed points among different age
group of people, so the organization need to research the market and deliver the product
needed by the different age group of people. The media consumption details are promotion

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through different social media platforms along with word of mouth publicity of the
organization.
Psychographic Segmentation
Coca-Cola Amatil has segmented the market place according to the personality and
lifestyle possessed by the people present in the regions where they serve. As it has been
discussed earlier that the people are looking more for a healthier lifestyle, so they need to
focus on their needs and manufacture their products accordingly, which will help to retain
their old customers as well as attract new group of people from the global market places. The
media consumption details for this segmentation will be usage of different promotions
channels like television, newspapers along with the social media platforms of the people
present in this segment.
Behavioral Segmentation
In this segmentation, Coca-Cola Amatil has segmented the market place according to
the attitude of the people towards the product, along with the responses towards the product
included in the diversified product portfolio that the organization possesses. It has been
discussed that the business enterprise is the bottlers of this global market leader, so the
attitude and response towards the brand is mostly favorable for the organization, which helps
them to attract the brand to more number of people present in the market places where the
organization run their business operations. The media consumption details for this segmented
market will be word of mouthy publicity along with the usage of different newspapers and
medium of television (McAuley 2014).

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Communication Objectives
The purpose of communication objectives is to aware the customers about the
diversified product portfolio possessed by Coca-Cola Amatil along with its features and
uniqueness, which will help to increase the brand value of the organization as a whole. Three
communication objectives that need to be followed by the business entity of Coca-Cola
Amatil are described as follows:
Developing Brand Awareness
Developing the brand awareness is an important aspect that needs to perform on
behalf of the organization. The people need to be aware regarding the brand of Coca-Cola
Amatil if they want to expand in fresh marketing regions. They also need to aware the people
about the launch of new product, so that brand hitting can be done to the maximum number
of people.
Promotion of the Products and Company Knowledge
The diversified products of Coca-Cola Amatil along with the organizational
knowledge need to be properly promoted to the people in the regions where they are running
their business operations. Proper and ethical promotion of the products of the organization
will help to attract more people at a same time, who will be responsible for revenue
generation of the organization (Sobel and Groeger 2013).
Influencing of Attitudes of the Consumers
It is another important communication objective that needs to be performed by the
organization of Coca-Cola Amatil. If the attitude of the customers becomes deflected from
the products of this business house, it is the duty and responsibility of them to influence the
attitudes which reflects the positivity towards the brand (Luxton, Reid and Mavondo 2015).

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Core Creative Concept
The core creative concept will help to capture the interest of the audience towards the
products of Coca-Cola Amatil. It can be termed as a unique theme which can be used across
all media campaigns, communication channels and calls to action. The message can be like
this:
Amatil: Towards a Healthier and Fit Lifestyle
This will help to attract the market, as it has been discussed that most of the people
are looking for healthier lifestyle. So, new products can be manufactured by identifying the
new target market as their major prospects, and turn them into customers of the organization
by proper distribution of the social as well as promotional messages. Catch lines will aid the
organization to differentiate them from the competitors available in the market place, so that
a brand identity can be maintained and people can be made aware about the products of
Coca-Cola Amatil. In the global competitive market place, it is very much necessary to
possess in structuring innovative catch lines while promoting a brand, which will be useful to
attract people who can identify that particular brand through the help of that catch line
(Confos and Davis 2016)
Measuring the Effectiveness of the IMC Plan
Measurement can be stated as an integral aspect of marketing campaigns and other
activities related to marketing held by a particular organization in the market place. The
number of hits in a particular social media campaign can e measured, which will help the
organization like Coca-Cola Amatil to take necessary steps or actions according to the hits.
The key-performance indicators can be used by this organization to measure the different
forms of key-performance indicators like company-level key-performance indicators,

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campaign-level key-performance indicators, team-level key-performance indicators,
marketing tactic-level key-performance indicators and others. The key-performance
indicators should be aligned with the business aims and objectives of the organization. Tools
like Customer Relationship Management can be used to measure the effectiveness of these
key-performance indicators, like return on investment, cost per lead, cost per win, conversion
rate, and incremental sales. The success will be measured on quarterly basis by the
management of the organization, so that necessary steps or actions can be taken to improve
the situations of Coca-Cola Amatil to gain the competitive edge over others (Choudhary et al
2016).
Conclusion
From the above discussion, it can be stated that Coca-Cola Amatil possess the
strengths in the regions where they operate and this will provide the scope or opportunity to
strengthen their place in those regions as well as targeting new market places around the
world. Though there is tough competition in this competitive market place, the organization
need to have a proper marketing communication plan to enjoy the competitive advantage
over others.

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References
Ccamatil.com. (2019). Coca-Cola Amatil – Australia, New Zealand & South Pacific. [online]
Available at: https://www.ccamatil.com/ [Accessed 20 Sep. 2019].
Choudhary, H.S., Fletcher, T.A., Bingham, B., Hsiao, F.I. and Reyes, B.C., Splunk Inc,
2016. Monitoring service-level performance using a key performance indicator (KPI)
correlation search. U.S. Patent 9,294,361.
Confos, N. and Davis, T., 2016. Young consumer-brand relationship building potential using
digital marketing. European Journal of Marketing, 50(11), pp.1993-2017.
Finne, Å. and Grönroos, C., 2017. Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing, 51(3), pp.445-463.
Jackson, M., Harrison, P., Swinburn, B. and Lawrence, M., 2014. Unhealthy food, integrated
marketing communication and power: a critical analysis. Critical Public Health, 24(4),
pp.489-505.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
McAuley, A., 2014. Reflections on a decade in social marketing. Journal of Social
Marketing, 4(1), pp.77-86.
Mialon, M., Swinburn, B., Allender, S. and Sacks, G., 2016. Systematic examination of
publicly-available information reveals the diverse and extensive corporate political activity of
the food industry in Australia. BMC Public Health, 16(1), p.283.

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Richards, Z., Thomas, S.L., Randle, M. and Pettigrew, S., 2015. Corporate Social
Responsibility programs of Big Food in Australia: a content analysis of industry
documents. Australian and New Zealand journal of public health, 39(6), pp.550-556.
Sobel, L. and Groeger, L., 2013. Design Thinking in Australia: a pathway to the future of
innovation?. In Australian and New Zealand Marketing Academy Conference (2013) (pp. 1-
7). The University of Auckland Business School, University of Auckland.