Integrated Marketing Communication Plan for Coca-Cola in Australia

This report details an integrated marketing communication plan for Coca-Cola, focusing on the Australian market. The plan begins with an executive summary and table of contents, followed by a comprehensive situation analysis that includes a 5C analysis (company, competitors, customers, collaborators, and PESTLE factors) and a SWOT analysis (strengths, weaknesses, opportunities, and threats). The report identifies the target audience through segmentation (geographic, demographic, psychographic, and behavioral) and establishes product positioning. It outlines Coca-Cola's marketing objectives and proposes strategies and tools for implementation. The plan also includes a timeline, budget, and a section on monitoring and evaluation to assess the plan's effectiveness. The introduction highlights the paper's purpose, emphasizing the development and presentation of a strategic marketing plan for Coca-Cola within the Australian context. The analysis covers Coca-Cola's history in Australia, competitor analysis (PepsiCo, Schweppes, supermarkets), customer segmentation (young adults, corporate sector), and potential collaborators. PESTLE analysis examines political, economic, social, technological, legal, and environmental factors. The SWOT analysis identifies Coca-Cola's strengths (brand equity, marketing strategies, brand valuation), weaknesses (competition, product diversification, health beverage absence), opportunities (diversification, supply chain improvement, packaged water), and threats (raw material sourcing, indirect competition). The report concludes by setting the stage for marketing objectives, strategies, timeline, and budget.

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

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Executive Summary
The key objective of this paper is to develop and an integrated marketing communication
plan of Coca-Cola, the American beverage giant, and implement that in the market places of
Australia. This discussion will involve the situation analysis, which will include the 5C
analysis and SWOT analysis. The 5C analysis will portray all the details of the company as
well as the competitors, its customers, collaborators and PESTLE analysis under the context
part. The target audience of the organization will also be discussed, along with the product
positioning which will be based on SWOT analysis of the business entity. Marketing
objectives of Coca-Cola will be laid in this paper, with the strategies and tools that need to be
used by the management of the organization to target the market of Australia. Timeline and
budget along with monitoring and evaluation of them will also be given in details here at the
end of this discussion.

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Table of Contents
Introduction................................................................................................................................4
Situation Analysis......................................................................................................................4
5C Analysis............................................................................................................................4
Company................................................................................................................................4
Competitors............................................................................................................................5
Customers...............................................................................................................................5
Collaborators..........................................................................................................................6
PESTLE Analysis...................................................................................................................6
Political Factors..................................................................................................................6
Economic Factors...............................................................................................................6
Social Factors.....................................................................................................................6
Technological Factors........................................................................................................6
Legal Factors......................................................................................................................7
Environmental Factors.......................................................................................................7
SWOT Analysis.....................................................................................................................7
Strengths.............................................................................................................................7
Weaknesses........................................................................................................................8
Opportunities......................................................................................................................8
Threats................................................................................................................................9
Target Audience.......................................................................................................................10
Segmentation........................................................................................................................10

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Geographic Segmentation................................................................................................10
Demographic Segmentation.............................................................................................10
Psychographic Segmentation...........................................................................................10
Behavioral Segmentation.................................................................................................10
Target...................................................................................................................................11
Positioning............................................................................................................................11
Marketing Objectives...............................................................................................................11
Strategies and Tools.................................................................................................................12
Timeline and Budget................................................................................................................12
Monitoring and Evaluation......................................................................................................13
References................................................................................................................................14

4MARKETING COMMUNICATION
Introduction
The main purpose of this paper is to develop and present an integrated marketing
communication plan of Coca-Cola, the American beverage giant. This paper will involve the
situation analysis, which will possess the 5C analysis and SWOT analysis. The 5C analysis
will include the details of the company as well as the competitors, its customers, collaborators
and PESTLE analysis under the context part. The target audience of the organization will also
be discussed, along with the product positioning which will be based on SWOT analysis of
the business entity. Marketing objectives of Coca-Cola will be laid in this paper, with the
strategies and tools that need to be used by the management of the organization to target the
market of Australia. Timeline and budget along with monitoring and evaluation of them will
also be given in details here at last.
Situation Analysis
5C Analysis
Company
In 1938, Coca Cola started its venture in Australia. Prior to that, Coca cola was
imported from the USA. Therefore, the organization thought of building up a permanent stay
at Australia which would also boost their growth and launch of several other products.
Initially starting with just a single drink, they have grown to around 160 drinks today which
includes a wide variety of juice, soft drinks, tea, coffee, sports drinks, mixers and water.
Their objective is to produce fascinating drinks according to the demand of the customers,
thus making their days and moments more amusing. They keep on introducing various drinks
that meets the changing taste of the customers. Such as the Diet Coke was made in 1938
which has evolved as No Sugar Coke in 2017. This shows that they are continuously working

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on delivering a better taste while reducing the amount of sugar. In association with Coca Cola
Amatil. They are successful in directly employing almost 4,000 workers as well as 10,000
employees via supply and production. Recognized brands such as Sprite, Powerade, Fanta,
Bisleri, Barista Bros, Mount Franklin, Cascade, Zico, Appetizer, Pump and Lift are a part of
the company (Coca-cola.com.au 2019).
Competitors
The major competitor of Coca-Cola in the region of Australia will be PepsiCo. Apart
from them, other brands like Schweppes, Kirks, Nudie Foods Australia, Heinz and many
other brands will provide competition to penetrate the beverage market in Australia. All the
above-mentioned brands have their presence in the beverage division and will compete
against each other in order to gain the competitive advantage over each other. Another form
of competition which will be face by the management of Coca-Cola is the supermarkets of
Australia along with the branded labels that are owned by those supermarkets like
Woolworths and Coles. Both of them enjoy a market share of almost 80%, which will posses
a key competition to the brand of Coca-Cola if they want to cement their place in the market
places of Australia.
Customers
The major customers of Coca-Cola will be the young adults, mainly the school and
college goers, who possess a tendency to consume carbonated beverages. Apart from them,
the people from corporate world can also be targeted, But, one thing has to be kept in mind of
the management of Coca-Cola, and that is they have to produce those carbonated beverages
with low calorie or fat contain. As it has been found that people are becoming more health
conscious, the tastes and preferences of the people along with the alterations in the market
places need to be followed and beverages need to be manufactured accordingly and sell them
to the targeted customers.

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Collaborators
As Australia will be a totally fresh market place for Coca-Cola, they have to
collaborate with some organizations in order to distribute their products in and around
Australia. The major supply chain or distribution channels will be contacted and
collaboration will be done with the interested parties. Major supermarket chains like Coles
and Woolworths can be contacted so that products can be sold from the retain chain outlets of
them, where the management of these retail giants will enjoy a certain amount of share from
the overall amount of revenue that will be earned by selling various beverages to the
customers.
PESTLE Analysis
Political Factors
The company may get affected by the changing laws of Australia which may prevent them
from delivering drinks. Several factors like taxes, accounting, changes in labour etc. can
affect the company.
Economic Factors
Though Australia has a stable economic condition but in some parts of the country,
the rental rates are so high that it may create difficulties for Coca Cola to set up new stores.
Social Factors
The company must upgrade their products according to the changing needs of the
society by creating better and healthier drinks.
Technological Factors
With the advancing use of technology, Coca Cola will be able to improve the quality
of the drinks, decrease costs and also lead towards innovation.

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Legal Factors
The company must follow the recent laws of Australia that may affect the actions of
the organization such as increase of minimum salary or introduction of discrimination in age.
Environmental Factors
Soft drinks require a huge amount of water which is a serious environmental issue.
Coca Cola must adhere to the environmental rules of Australia before manufacturing new
products such as The Environment Protection (Impact of Proposals) Act of 1974.
SWOT Analysis
Strengths
1. Brand Integrity – Coca cola has been awarded as the company with highest equity of
brand. The organization has a wide global identity and it is also one of the costliest
brands. Australia being a country with a strong financial security is appropriate as a
home to such efficient company.
2. Innovative marketing strategies – unlike other global brands, Coca cola aims to
capture the heart of its consumers. While some other brand focuses only on younger
generations, Coca Cola has a target at people of varying age groups. The constant
change in buying habits of the consumers in Australia helps Coca Cola to innovate
new drinks every day.
3. Brand valuation – Coca Cola is one of the most valuable organizations in the globe
including the factories, assets etc. which can gain more profit in an impressive
profitable country like Australia (Corbo et al 2014).

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Weaknesses
1. Competition with Pepsi and other brands – It has been widely accepted that Pepsi is
the major rival of Coca-Cola around the world, including in the market place of
Australia. Apart from Pepsi, there are also major brands present in Australia which
will provide tough competition to the brand of Coca-Cola.
2. Product Diversification – Another major weakness of Coca-Cola is their absence in
product diversification segment. Pepsi has already taken a bold and smart move and
have diversified themselves into the snack’s division, for example, Kurkure and Lays.
The revenue driving is getting missed by Coca-Cola and hampering to gain the
competitive advantage over its rivals like Pepsi.
3. Absence in health beverages – It has been found in various researches that people are
moving towards health deinks, in order to meet the changing tastes and preferences of
the customers in the market places not only in Australia, but all over the world. As the
people are becoming more health conscious and intake of carbonated beverages are
getting reduced as it contains more fat than other beverages. Coca-Cola is one of the
largest manufacturers of this carbonated beverages and this can be regarded as one of
its major weaknesses.
Opportunities
1. Diversification – One of the major opportunities for the organization of Coca-Cola is
the diversification of their products, which can be done on health and food business
apart from operating the beverage segment in the market of Australia. Cross selling
can be performed in this context, through which it can be said that revenue earning ill
increase for this business house and the same supply chain can be used in distributing
the new diversified product range.

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2. Improvement in supply chain process – The overall business operations of Coca-Cola
is based or dependent on distribution and transportation system. The cost is increasing
on daily basis and this will be an opportunity for the organization to keep a watch on
their system and innovate their processes, which will help to reduce the costs or
expenditures on overall supply chain process and increase the profit earning of the
company.
3. Packaged drinking water – Hygiene has become a global factor regarding the
consumption of water, which has paved the way for packaged drinking water into the
mind of the people. Though Coca-Cola has a presence in the segment of packaged
drinking water through Kinley, the expansion has become slow. This can be marketed
and sold in the region of Australia, which will help the organization to earn more
revenue by utilization of this segment in the form of packaged drinking water.
Threats
1. Sourcing of raw materials – It has been found that water is the one and only threat of
Coca-Cola. As there is an increase in the scarcity of water around the world including
the region of Australia, it may be difficult for the beverage organizations like Coca-
Cola to use the water in order to manufacture different kinds of beverages. This may
hamper the marker penetration as well as market expansion for them in Australia if
the usage of ware is rationed or limited out there. This will be a major threat to them
and will reduce the chances of gaining market share in the region of Australia.
2. Indirect competition – There are coffee chains like Café Coffee Day, Starbucks and
others, who have their presence in Australia, and can act as indirect competitors. They
will provide a healthy competition to Coca-Cola. Apart from these, health drinks like
Tropicana, Real, Organic Juices, milkshakes and others may provide a tough

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competition to Coca-Cola and will tend to reduce the expected market share in the
region of Australia.
Target Audience
Segmentation
Geographic Segmentation
People from all class, that is, urban, semi-urban and rural areas can be targeted, in
order to sell their beverage drinks, as apart of their multisegment strategy, which will help the
organization to possess more than one and well-defined market segment.
Demographic Segmentation
People who are belonging within the age group of 10 to 50 years will be targeted,
which will include both the male and female gender. As the products will cost an average
price, it will be affordable to people from all societies or communities.
Psychographic Segmentation
People who possess a lifestyle of staying fit can be targeted by Coca-Cola. The
educated people who are looking for a healthier lifestyle will be targeted under this segment.
People who are well aware about the beverage market will be a good targeted segment for the
brand of Coca-Cola to enter the market place of Australia.
Behavioral Segmentation
Under this segment, the behaviour and attitudes of the people towards the beverage
market will be considered along with the tastes and preferences of the people towards the
type of beverage wanted by them.

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Target
As per the discussion held above regarding the market segmentation of Coca-Cola in
Australia, it can be stated that mainly the teens and young adults will be targeted as the major
prospects in order to sale the different products of Coca-Cola. This will be done according to
the size of the market segment, the purchasing power of the identified prospects, the tastes
and preferences of them and the existing trend that is followed in the beverage market of
Australia. More than one targeting strategy will be used to meet the basic requirements of the
targeted segments by Coca-Cola. Differentiated marketing or multi-segment targeting
strategy can be used by the management of Coca-Cola to turn the identified prospects into
customers (Levy and Shrapnel 2014).
Positioning
Positioning of Coca-Cola will be done after analyzing the position of the competitors
of them along with the needs and requirements of the people present in the market places of
Australia. Coca-Cola possess a global brand image, and they will offer the people of
Australia a superior product in comparison to their rivals, in order to gain the competitive
advantage in the competitive market place of Australia. The help of marketing mix, that is,
product, price, place and promotion will be analyzed before positioning the brand of Coca-
Cola in the market place of Australia (Chavan et al 2015).
Marketing Objectives
The major targeting marketing objectives that need to be followed by the management
of Coca-Cola are described as follows:
1. To cement their base in the beverage market of Australia, where they have to face
stiff challenges from brands like PepsiCo, Schweppes, Kirks, Nudie Foods
Australia, Heinz and others

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2. Create a value in the markets where they are going to introduce their products, so
that people will come to know about the value creation like health awareness in
those market places
3. To differentiate their product from their competitors, so that people will be aware
about the brand as well as the benefits that Coca-Cola will offer to its customers
Strategies and Tools
The major strategy that the organization will focus is driving the revenue along with
maintaining the growth in profit earning of the organization. The corporate strategy need to
be followed in the version of Australia so that competitive advantage can be achieved along
with the sustaining their brand into the mind of the people of Australia. Differentiation,
overall cost leadership and focus are the three strategies that falls under this corporate
strategy. Functional level strategy can also be followed by Coca-Cola in Australia, so that it
will help to maintain the business operations in the departments like marketing, operations,
finance, research and development and human resources. E-commerce can also be another
major strategy that can be implemented into the business operation s in order to reach the
beverages of Coca-Cola to maximum number of people in the region of Australia (Ferguson
et al 2016).
Timeline and Budget
The overall budget that will be required for Coca-Cola to penetrate the market of
Australia is AUD 500 million. The timeline will involve all the operations like market
segmentation, targeting and positioning, analyzing the competitors, recruiting and training the
employees, promoting the products through different promotional channels and finally launch
of the product. Collection of review is also another task that need to be performed by the
organization of Coca-Cola (Brimblecombe et al 2017).

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Monitoring and Evaluation
The sales figure needs to be monitored and evaluated on quarterly basis, so that
necessary action s can be taken by the management of Coca-Cola and implement them in the
system in order to make the things more effective and efficient, which will help the beverage
giant to perform and maintain the competitive advantage over its rival institutions. Sales
report will be shared with the headquarters of the organization located in America, so that
ethical decision-making process and implementation can be followed. The performances of
the different market regions in Australia will be separately monitored and evaluated along
with the performances of the employees employed there. Innovative ideas will be used in the
overall system so that it will help the business operations to run smoothly in the fresh market
place of Australia. Proper monitoring along with the evaluation process will help the
organization to penetrate into the new market and sustain its place there.

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