BSB61218 Marketing Plan: Coca-Cola Amatil - Term 2, 2019

This report presents a marketing plan for Coca-Cola Amatil, the largest beverage bottler in the Asia-Pacific region. The plan begins with an introduction to the company, its mission, vision, and values, followed by an analysis of its marketing objectives, including increasing sales and market share. Th...Read More

COCA-COLA AMATIL MARKETING
PLAN
Presented by:
Name
Course
Date

INTRODUCTION
 Coca-Cola Amatil(CCA) is the largest bottler of
ready to drink beverages in Asia-Pacific.
 The company serves six countries such as Fiji,
Indonesia, Samoa, Australia, New Zealand, and
Papua New Guinea.
 Eventually, these products became the major focus
of the company.
 Coca-Cola Amatil comprises of a variety of
products.
 The company employs over 14700 people in all the
six countries it distributes its products in.

MISSION, VISION, AND VALUES
 Mission Statement
 "To inspire moments of happiness and possibilities for
young Australians."
 Vision
 To create multiple moments of possibilities and happiness
for the customers we serve, in the community we operate
in and for the stakeholders in our company.
 Values
 We are always open and straightforward
 Our main focus is one today and tomorrow
 We get into the initiative and take responsibility of the
outcome.

OBJECTIVES
 To increase sales of our products
 To expand our market share
 To target new consumers
 To increase profits

PLANNING MARKETING ANALYSIS
 Coca-Cola Amatil operates in the beverage
industry which is one of the industries
experiencing stiff competition in Australia.
 There are other strong competitors in the
market such as PepsiCo, Kirks and Golden
Circle.
 The market size of the soft drinks industry is
growing at a very fast rate.
 Currently, the market size of soft drinks is at
USD 190.9.

MARKET STRUCTURE
 The company operates in an oligopoly
market structure.
 The nature of competition the company is
experiencing currently is still limited.
 However, emergence of additional
competitors in the industry will cause an
increase in the competition.
 Currently, Coca-Cola Amatil owns 67% of
the market share in the beverage industry.

EVALUATION OF MARKETING OPPORTUNITIES
 There are several marketing opportunity options that can be
used by the company to achieve its objectives.
 One of the marketing opportunity option is consumer
segmentation.
 The customer base of the company is divided into two
segments.
 These include the health young people who prefer fruity
flavored drinks and energy drinks, and other customers who
like carbonated soft drinks.
 Another marketing opportunity is analyzing direct competition.
 Gaining extensive knowledge about the number of players
operating in the market is very important while evaluating
marketing opportunities.

SWOT ANALYSIS (INTERNAL)
Strengths
 Coca-Cola Amatil is famously known for being the largest
manufacturer and distributor of beverages in Australia.
 The company comprises of a stable advertising brand marketing
platform for its products as compared to other brands in the soft
drinks industry.
 The company developed a high brand value of 65,654 billion
Australian dollars.
Weaknesses
 One of the major weakness of Coca-Cola Amatil is manufacture of
large numbers of carbonated drinks instead of energy drinks which
are mostly preferred by the young Australians it serves.
 The general performance of the company is hampered by the
negative publicity.

SWOT ANALYSIS (EXTERNAL)
Opportunities
 The rapidly growing level of the beverages industry is a great
opportunity for the company.
 Coca-Cola Amatil distributes energy drinks and fruity drinks
which are highly preferred by the young customers.
 The production costs of manufacturing beverages are also
decreasing.
Threats
 The present generation of the young Australians prefer sports
and energy drinks instead of carbonated soft drinks which the
company is mainly focusing on.
 The company is already facing stiff competition from other
beverage companies such as PepsiCo.

DEVELOPING STRATEGIES
 Cost leadership strategy will be used for both
marketing and carrying out international business.
T
 Despite the costs, products will still impose the
same prices for its products like the ones charged
by other companies.
 However, due to low costs incurred in the
production process, Coca-Cola Amatil will be able
to continue production even in the lean times
 Young people are the target market. To obtain our
target market, market entry strategy will be used.

DEVELOPING STRATEGIES
CONTINUED
 Following the already set goals, we shall research on the
nature of the market we are targeting, study the prevailing
competition in that particular market and then select the
most strategic mode of entry in that market.
 Defects are some of the major factors that destroy the
credibility of the company in the marketplace.
 .The company will launch several products in the new target
market.
 These include sports drink, fruit juices and energy drinks
which are mostly preferred by the young people.
 A communication strategy will be developed to ensure
effective communication of the objectives of the marketing
plan

ALLOCATING BUDGET
Marketing Strategies Resources Budget
Cost leadership strategy Company
Finance
department
$20000milli
on
Quality Positioning
strategy
Company
Finance
department
$1500
million
Communication strategy Company
Finance
department
$1000
million
Value-based pricing
strategy
Company
Finance
department
$50 million
TOTAL $22550
million

DEVELOPING PERFORMACE REVIEW
KPI Target/ Expected
Outcomes
Marketing
Objectives it fulfils
Sales revenue $6 billion To increase sales of
our products
Leads 1000 leads per
month
To expand our
market share
Customer
acquisition cost
$700 million To target new
consumers
Inbound
Marketing ROI
20% To increase profits

PLANNING MARKETING
TACTICS
Marketing
Strategy
Tactics
employed
Justification
(capacity and
budget)
Legal/Ethical
requirements
Personnel
responsibilities and
accountabilities
Cost
leadership
strategy
Charging
slightly lower
prices from
products
Profits realized will
be reduced to cater
for the production
costs
Competition
and Consumer
Act 2010
Marketing manager to
supervise and report
progress of the strategy
implementation
process
Quality
Positioning
strategy
Quality check-
points at every
production level
and use of
exceptional raw
materials
Standardized raw
materials can
enhance product
quality.
The checkpoints will
ensure that at every
stage, the minimum
required products
standards are met.
Competition
and Consumer
Act 2010
Production manager to
supervise and report
progress of the strategy
implementation
process
Communicatio
n strategy
Apps usage and
instant
responses on
web portals
Apps can be created
and placed on app
stores for users to
download
All products will be
marked with the
official site of the
company
Competition
and Consumer
Act 2010
Communications
manager to supervise
and report progress of
the strategy
implementation
process
Value-based
pricing
strategy
Branding The production
department can
allocate part of its
Competition
and Consumer
Act 2010
Sales and marketing
managers to supervise
and report progress of

COORDINATION METHODS
 The daily activity sheets will be
distributed to each department
 They will report the daily progress to
their respective supervisors.
 Afterwards, the supervisors will be
asking weekly reports to the general
managers with recommendations for
improvement.

GANTT CHART
TIMELINE
Marketing Tactics 1 2 3 4 5 6 7 8 9
App development
 
Price fixing
 
App development and
testing
  
Response rate check
  
Branding
  
Grand marketing
Campaign
