Marketing Plan for Coca-Cola's Diet Coke in Australia: Analysis

This marketing plan focuses on promoting Diet Coke in Australia, considering the country's health-conscious population. The plan outlines the product, customer needs, and the company's profile, emphasizing Coca-Cola's global presence and revenue. It details the distribution strategy through vending partners and highlights a competitor-based pricing approach. The marketing communication strategy involves advertising, celebrity endorsements, and promotional offers. The proposed marketing mix emphasizes Diet Coke within the Australian market, leveraging vending partners for distribution and competitor pricing. The plan incorporates references to support the strategies, including market data and consumer behavior analysis, providing a comprehensive overview of the marketing approach for Diet Coke in Australia. The plan also considers the World Bank data for the population of Australia in 2019 and the total revenue of Coca-cola in 2019.

MARKETING PLAN
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Author’s Note

MARKETING PLAN
PRODUCT
• This company offers Coca Cola zero, Sprite, vitamin water, diet Coke, Fanta, Simply, Gold
Peak and other drink products (Arab 2018).
• This organisation is interested to promote diet coke in Australia.
CUSTOMER NEED
• The people of Australia are very much health conscious that is the reason they are preferring
health drinks, which is the market trend of Australia.
• The targeted market is Australia. According to the data of the World Bank, the population of
this country in 2019 was 24,992369 (Worldbank.org 2020). So the market size is large.

MARKETING PLAN
COMPANY
• This company is one of the largest soft drinks and beverage companies in this world
• The total revenue of this company in 2019 was 37.27 billion US dollars (Statista 2020).
DISTRIBUTION
• This organisation distribute its products through vending partners.
• Vending partners have the responsibility to distribute the product of the Cola Company to
retail outlets restaurants and corner stores.

MARKETING PLAN
PRICE
• Pricing strategy of this company relies on competitors pricing.
• To compete with its direct competitor like Pepsi this organisation follows this pricing
policy.
MARKETING COMMUNICATION
• This organisation adapts various advertising and promotional strategies to create
demand in the market. For the brand advertiser, celebrities are chosen (Hammad 2014).
• Price discount sales promotions are offered by this company.

MARKETING PLAN
PROPOSED MARKETING MIX
• For the distribution, this company will rely on the vending partners.
• Competitor pricing strategy will be followed by this company while doing
business in Australia.
• Besides its other products, Diet Coke will be emphasised by this company for
Australia.
• Australia is the chosen country, where this company will promote Diet Coke.

REFERENCES
Arab, N., 2018. Relationship between dimensions of Brand Equity and 4Ps of Marketing Mix-Place,
Product, Promotion, & Price: Coca Cola-Consumer Based Qualitative Survey.
Hammad, A., 2014. The Impact of Celebrity Advertisement and Endorsement on the Buying Behaviour of
Consumers, Brand Image and Brand Positioning of Coca Cola in London, United Kingdom. Brand Image
and Brand Positioning of Coca Cola in London, United Kingdom (November 20, 2014).
Statista, 2020. Coca-Cola's Net Operating Revenues Worldwide 2019 | Statista. [online] Statista. Available
at: <https://www.statista.com/statistics/233371/net-operating-revenues-of-the-coca-cola-company-
worldwide/> [Accessed 29 March 2020].
Worldbank.org, 2020. Doing Business. [online] Worldbank.org. Available at:
<https://www.worldbank.org/content/dam/doingBusiness/country/a/australia/AUS.pdf> [Accessed 29
March 2020].

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