Marketing Communications Analysis: Coca-Cola Amatil (Coke)

This report provides a comprehensive analysis of the marketing communications strategies employed by Coca-Cola Amatil (CCA) for its Coke product in the Australian market. It begins with an executive summary and an overview of CCA's background, product description, and target market, emphasizing CCA's goal to reach all Australians. The report delves into the positioning of Coke, highlighting CCA's adoption of the parent company's global strategy and its focus on quality and customer perception. It then explores CCA's communication goals, emphasizing integrated marketing communications (IMC) to communicate, compete, and convince consumers. The analysis extends to message strategy and execution tactics, examining how CCA conveys Coke's image through various media channels. Furthermore, the report examines the promotional mix and media strategies used by CCA, including advertising, public relations, direct marketing, and social media. The report concludes with a summary of the key findings and their implications for CCA's marketing efforts.

MARKETING COMMUNICATIONS 1
MARKETING COMMUNICATIONS
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Executive summary
Marketing communications is an essential aspect for the success of business enterprises. It plays
a critical role in attaining the brand loyalty and the general profitability of the business
organization. Successful marketing communications entail choosing the proper strategy for
integrated marketing communication that is appropriate for the market audience. This paper
focuses on the Australian Coke soft drink product; one of the products of the Coca-Cola Amatil
company. The paper discusses its target market, brand positioning, and its market
communication. Further, the report discusses its message strategy and how the company executes
it for effectiveness. Besides, the essay examines the promotional mix and the media strategy
tools that CCA uses in marketing Coke. Thus, the paper is useful in helping CCA company
obtain valuable information to improve the marketing of Coke drink in Australia

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Table of Contents
Introduction......................................................................................................................................4
Company Background..................................................................................................................4
Product Description......................................................................................................................4
Target Market for Coke...................................................................................................................5
Positioning of Coke.........................................................................................................................6
Communication Goal.......................................................................................................................7
Message strategy and Executional Tactics at CCA.........................................................................8
Promotional Mix and Media Strategies for CCA............................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................12

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Introduction
Company Background
Coca-Cola Amatil, abbreviated as CCA is the leading soft drink dealer in Australia. The
organization is among the five top branch companies of Coca-cola Company. It produces non-
alcoholic drinks which are ready-to-drink beverages. The organization produces the common
Coca-Cola products which include Coca-Cola drink (Coke), Sprite, Fanta, Kirks, Lift, Zico
Coconut water and Powerade among many others. It handles the manufacture, the sales and the
general distribution of these drinks. Besides, CCA produces and sells some alcoholic drinks
within Australia and other parts of the Asia Pacific region.
CCA has employed more than 35000 people across the entire Australia to handle the
manufacture, the sales, and distribution of Coca-Cola products. CCA has much manufacturing
located at various points in Australia. These areas include Moorabbin, Thebarton, Kewdale,
Richlands and Northmead among many others. The manufacturing sites have played a critical
role in placing the company at a better position to meet the needs of its huge Australian market.
CCA is always keen to create and sustain a close relationship between the customers, the owners
of the brand, the manufacture, sell and distribution of its products.
Product Description
The Coca-Cola Amatil's product chosen for this report is Coca-cola drink also called
Coke. The product is one of the most iconic drinks of the CCA in Australia and other countries.
Coke is a carbonated drink that has reached many people in the Australian market, and even
beyond Australia, becoming the most dominant soft drink on the globe (Spurgeon, 2008). The
drink is packed in cans and bottles which have variations as per the market needs. Currently, the

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CCA has produced various tastes of Coke drink to satisfy the market demand for the taste of
Coke. Some of these include Coca-Cola Vanilla, Coca-Cola Cherry, and Caffeine-Free Coca-
Cola among many others.
Target Market for Coke
Coca-Cola Amatil has been one of the organizations on the front-line to adopt the best
strategies to become the market industry leader. The company has worked to ensure that it
satisfies its target segments for better service to customers. CCA works with a vision of ensuring
that every person in Australia drinks Coke. Therefore, CCA does not target specific segments in
the market but always makes attempts to reach anyone to drink Coke. Considering the
psychographics, geographical and demographic segmentation, it is clear that coke targets all
people in Australia and even in the entire world. These objective has made CCA come up with
appropriate products to satisfy different kinds of customers in the market (Nagra, Kumari, Gopal,
and Manjrekar, 2012, pp. 56-61).
Regarding age, CCA targets people of all ages reaching both the young, the middle aged
and the old population. The organization has grouped people into various age groups and is
always making efforts to give them appropriate code products. However, it has been observed
that CCA targets most people at a younger age. Also, the company does not have a specific
gender; it targets people of all types of gender. Regarding lifestyle, CCA has portrayed interests
in the mobile generation and the busy people (Gambetti and Schultz, 2015, pp. 1-4). The
organization targets the m-generation segment and believes it an important for its business. The
main occupation characteristic that the CCA targets is students and the family oriented people.

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Concerning the geographic factors, CCA targets the entire market in Australia regardless
of the specific geographical characteristics. The company does not have a specific target
geographical location but aims at achieving the consumption of all the people regardless of whey
come from. There are certain factors concerning the CCA's customer's media habits (Darakeva,
2013). Besides, the people who are connected and like surprises. In its strategy, CCA has
integrated continuous market segment identification and satisfying their needs (Keller, 2008, pp.
65-74).
Positioning of Coke
CCA has highly positioned itself in Australia's soft drink market. The company is a
subsidiary of Coca-Cola company has adopted the positioning strategy of the main company.
The organization is driven by the statement "Think global, act internationally." Therefore, it is
evident that CCA has incorporated a high level of the positioning of coke in its organizational
culture (Coke Solutions, 2014). The company aims at producing high-quality products which are
placed above any other soft drinks in Australia. The organization works to produce products that
meet international market requirements yet sold to the local market in Australia. Thus, this has
enabled coke to stay leading in the soft drinks market in Australia.
All the companies operating as subsidiaries of Coca-cola Company have adopted the
strategic positioning strategy of the main company. The organization works to ensure that it
gives a good image both in Australia and other parts of the world (Dudovskiy, 2015). It has
ensured that all the people in Australia perceive it positively. The strategic positioning of Coca-
cola has played a critical role in its sales since anyone want to be associated with Coca-cola
(Vladmir, Miroslav and Papic, 2012, pp. 141-154).

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Also, CCA uses the Coca-Cola Company's positioning proposition which says "Live the
coke side of life." The proposition has helped the company to ensure that the people feel and
desire to be associated with Coke. It brings about an aspect of joy and the happiness of life that
may be obtained for those consuming Coke. Most customers tend to associate the brand with
their emotions or feelings. The proposition has also played a critical role in increasing the loyalty
of the customers to its products mostly because of their good perception of the brand. The CCA's
ability to move the emotions of the customers has been one of the key aspects for Coke's broader
market penetration. Therefore, CCA has effectively positioned Coke in the market more than any
other player in the Australian soft drink industry.
Communication Goal
Coca-Cola applies Integrated Marketing Communications to achieve its objectives of
communication in the company. The company has achieved the IMC by applying and combining
various communication channels which work together to make an effective communication to
the market. These channels include advertising, the public relations, personal selling, digital
marketing and digital marketing among others. These marketing communication channels play a
critical role in helping the company achieve its communication objectives.
The main objectives of the IMC program that CCA targets to achieve can be summed
into three aspects which are to communicate, compete and convince. CCA uses IMC programs to
communicate various aspects of Coke to its stakeholders. The company tries to communicate its
information in a clear, truthful and accurate way (Jobber, 2007). This increases the customer's
confidence in the company brand. It targets to create awareness of the product, inform and
educate the buyers on various aspects of the product. Besides, the company also targets back way

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communication through its IMC programs whereby they target to get feedback from its
customers and then work towards improving them.
The CCA also targets to use the integrated marketing communication approach to
convince its parties of interest. Through the IMC, CCA can convince the customers and make
them like the Coke over other players of soft drink products in the market. Besides, the IMC
targets to satisfy the new potential customers to try out Coke and thus, a way of convincing
them. It is also clear that the CCA aims at using IMC to compete and beat its competitors in the
industry (Solomon, Marshall, and Stuart, 2009). This is achieved by making a message that
encourages the customers to buy and drink more of Coke more than other brands thus getting
more sales than others. Therefore, with effective passing of message through the IMC and its
ability to convince the many customers, CCA can get a competitive advantage over other players
in the industry.
Message strategy and Executional Tactics at CCA
Coca-Cola Amatil has its goals in place that it tries to achieve from the integrated
marketing communication. The company has achieved this by designing messages which convey
certain aspects in the brand. These messages are then conveyed through images, words, audio
sound, and the videos. The message of CCA regarding its product Coke attempts to bring out a
message that Coke quenches the thirst, Coke is stylish and also that drinking of Coke is the best
lifestyle (Foster, 2008). The message strategy brings about the customer's perception that Coke is
the best drink in the world to stop the urge for a drink referring to it as the thirst. Therefore,
through its marketing messages strategies, CCA is in a better position to win many customers
who want to 'quench' their thirst.

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The IMC message of CCA on its products also attempts to explain to the public that Coke
is stylish. Every human being has pushed them to pursue fashionable items in their environment.
Therefore, emphasizing on the stylish aspect attracts many people to use the product (Lamb,
Hair, Mcdaniel, Boshoff and Terblanche, 2008). Besides, the message is from CCA's IMC,
informs the user that consumption of Coke is part of the lifestyle. User get to perceive and adopt
the drinking of soft drinks into their lifestyles as part of life. Therefore, the message helps the
company to get more market, increase the customer loyalty to the brand and thus increase the
organization's profitability in return (Wilkin, 2009).
All the media channels the CCA all have a target of relaying the IMC objectives to the
customers of the organization. The effective communication of the message has increased the
profitability of the organization and also strengthened the brand loyalty of its clients (Strydom,
Jooste and Cant, 2008). Therefore, the message strategy of CCA makes the customers believe
that Coke is an essential commodity in their life (Verhoef, Kannan and Inman, 2015, pp. 174-
181).
Promotional Mix and Media Strategies for CCA
CCA has employed advertisement strategy for Coke in its business. The company
has adopted various types of media to ensure that the information reaches most of its customers
(Vantamay, 2011). Some of these media sources used by CCA in promoting Coke include the
print where the company advertises using newspapers and magazines, the Television media, the
radio among many others (Odden, 2008). CCA has also embraced public relations (PR) through
corporate social responsibility. This has helped to increase the organization's productivity and
sustainability, especially in the long term. Other CSR activities include sponsorship in the

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community such as giving donations to the projects, helping upcoming musicians, events and
many others.
The CCA uses direct marketing strategies to promote its products. The organization
partners with other business such as hotels and restaurants as one of the IMC mix. Also, the
company uses sales promotion in its marketing and advertising mix. These include discounts,
offers, visibility in shelves among many others. Besides, the company applies interactive
marketing and the social media. Some of these social media channels that CCA uses include
Facebook and Twitter among many others (Tsikirayi, Muchenje, and Katsidzira, 2012). Thus,
these promotional channels have helped Coke to make achieve an effective communication of its
products.
Conclusion
In conclusion, effective marketing communication is key for the success of every
business organization. It is a way to reach the market, speak to them, convince them and compete
with other players in the industry. Targeting helps in satisfying the customers by segmenting
them into portions and then delivering as per their needs. Also, business needs to position their
brands above competitors for effective communication. The best way to communicate to the
market starts by the formulation of the rightful message to be communicated to the audience. The
company then delivers the message through a variety of promotional mix and media. It is
important for the organization to evaluate IMC mix strategies that are likely to impact positively
to the company. Therefore, when successfully, integrated marketing communication can
positively impact on the productivity of the organization.

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References
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2017, from Coke Solutions: http://www.cokesolutions.com/MarketingTools/Pages/Site
%20Pages/Strategies%20and%20Solutions.aspx
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from Slide share: http://www.slideshare.net/VenelinaDarakeva/internet-marketing-of-the-
cocacola-company
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Sept 12, 2017, from Research Methodology: http://research-methodology.net/coca-cola-
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Lamb, C, Hair, F., Mcdaniel, C., Boshoff, C. and Terblanche, N. (2008). Marketing. Oxford
University Press.

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Nagra, G., Kumari, S., Gopal, R. and Manjrekar, P. (2012). Impact of Integrated Marketing
Communication on different customer segments, effects on consumer decision making process.
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Vladmir, M., Miroslav, K., and Papic, T. (2012). The necessity to adjust traditional integrated
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Communications, pp. 141-154.

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Wilkin, R. N. (2009). Coca Cola’s Original Coke: Marketing Communication Mix. Retrieved
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