Coca-Cola Amatil is one of the biggest companies that manufacture non-alcoholic drinks in New Zealand, Australia and in the Asia-Pacific region. The company was set up in 1904, with headquarters in New South Wales. Recently the company have suffered a loss in the revenue and the operating income has also seen a decline (Ccamatil.com 2017). In this regard, the company focused more on the sale of Coca-Cola that is considered to a popular drink all over the world.
The situational analysis of the product can be based on the popularity of the product with the target market. In this case, the target market for the sale of Coca-Cola is the children.
|
Socio-demographic |
Geographic |
Behavioural |
Psychographic |
|
Children ranging from 8 years to 17 years |
Urban areas of the marketing countries |
Regular consumption of non-alcoholic drinks |
Value convenience |
Table: Segmentation analysis
(Source: Borden 2014)
The targeting strategy depends upon the size of a market segment, a growth of market and degree of competition that exists in the market. In the case of Coca-Cola Amatil, the marketing segmentation includes the children of 8-17 years of age. This is a huge market segment as children in this age group are present all around the world. The degree of competition in Australia is fierce as it faces competition from PepsiCo and Nudie food.
According to Van Waterschoot and Van den Bulte (2012), the positioning strategy determines the strengths, weakness and needs of the customers. In this case, the positioning strategy of Coca-Cola Amatil is to target the children with the statement being promoting the effectiveness of the product. The positioning statement can be written as:
“For children requiring tasting non-alcoholic drinks, Coca-Cola Amatil provides excellent taste and flavours unlike any other drinks manufactured by the competitors”.
According to Constantinides (2016), the three levels of a product include core product, actual product and augmented product. The product manufactured by Coca-Cola Amatil benefits the children as they are kept away from alcoholic drinks. It provides good branding and proper flavour to the taste. The augmented product is delivered in a manner as per the order of the customers.
Brand strategy decision depends upon the positioning of the brands, sponsorship, selection name and development of the brand. Coca-Cola Amatil is a famous brand that operates in many parts of the world. The product manufactured by the company is also famous among the children in the world. Hence, line extension can help in reaching out to people and promote the product in an effective manner.
The pricing option of the company is competition based as the managers analyse the prices of the products sold by the competitors. This can be considered as a manner in which competitive advantage can be gained over the competitors (Andreasen, Kotler and Parker 2013). Hence, it can be said that the effectiveness of this pricing strategy can help Coca-Cola Amatil to formulate a pocket-friendly price keeping in mind the target customers.
The price can be adjusted based on the demand for the product. Marketing managers need to analyse the economic condition of the country along with the demand for other products of the same company or the rival companies. However, it needs to be kept in mind that the price adjustment cannot be done on a frequent basis. This can cause loss of popularity of the product.
Coca-Cola Amatil is situated in an urban area that makes it easy for the company to distribute products to the retail stores and customers. As stated by Luo, Roach and Jiratchot (2015), the place of a company is important in order to increase the sale of a product. Despite the fact that the company is reputed, distribution strategy needs to be strategically made in order to gain success.
The covering area of the company is the entire urban district of New South Wales. The strategy is to identify the best retail shops and vendors in the region in order to maintain proper sales. In order to do so, Coca-Cola Amatil needs a marketing analysis of the vendors and selects the appropriate retailer for the distribution of products of the company.
In order to promote the product based on advertising, Coca-Cola Amatil needs to ensure that the advertisements are made available in every newspaper, television and social media. In the case of advertising using banners, the company needs to ensure that the banners are set up in a place that can be easily viewed by the customers (Huang and Sarigöllü 2014). This form advertisement can help the company to promote the product instantly.
Personal selling involves providing samples of the product or selling by door-to-door. Organisations appoint a sales executive that promote the product by coming in private contact with the customers. In the case of Coca-Cola, this product can be sold by providing a free sample of the product and by taking the product from one retail shop to another. This can also help in understanding the feedback of the customers instantly.
The sales promotion is a method of providing attractive discounts and incentives to the target market in order to enhance the sale of a product. This is normally done at a time when the demand for a product falls due to the emergence of a substitute (Patil and Bach 2017). Coca-Cola Amatil can provide attractive offers to the children on the purchase of every bottle of Coca-Cola. The sales promotion strategy can even be applied to wholesalers and retailers while distributing products from them.
According to Armstrong et al. (2015), the public relations of a company is responsible for promoting a product between the individuals, organisation and the public. The manner in which the information is sold to the customers involves using topics that are of public interest. For example, Coca-Cola Amatil can use the hosting of a sporting event in order to promote the sales of Coca-Cola among the Australian people and the people of the world.
This is the most effective form of marketing in which organisations maintain direct communication with the customers. The reason behind an improved number of sales of a product is mostly due to the promotion via direct marketing. Coca-Cola Amatil needs to maintain communication with the customers either by social media or visiting the loyal customers. This also increases the chances of profit as no middlemen exist between the customers and the organisation.
In the modern day, digital marketing involves promoting a product via social media and websites. This is an important element of promotion in the modern world as most people prefer to shop online (Hanssens et al. 2014). Hence, the availability of a website can act as a competitive advantage for the companies as most people can shop online for the desired product. Coca-Cola Amatil can also promote sales through the website by providing purchase cards to the people.
The people are the most important component of the market as satisfying customers is one of the most important objectives of an organisation (Helm and Gritsch 2014). Identifying a target customer and satisfying the desires of the customers are important in order to get a competitive analysis. Coca-Cola Amatil needs to conduct a proper analysis of the customers in the region of Australia in order to promote Coca-Cola in the market.
The system and process of manufacturing of a product affect the sales of a company. This is because if an organisation applies a complicated method of manufacturing a product, it may lead to the failure of the mechanism (Patil and Bach 2017). However, in the modern day, sustainability process needs to be maintained in order to keep the environment safe and healthy. The manufacturing process of Coca-Cola needs to involve proper sustainability practise in order to gain success.
The presence of a product is important in order to analyse the success of a product. Most customers prefer a hands-on experience of a product that needs to be promoted in the market (Aras et al. 2017). The service of the product needs to reach the customers in order to gain the feedback. Hence, for a company like Coca-Cola Amatil selection of a trusted retailer or direct marketing can help in increasing the sales of the product.
Conclusion
Thus, it can be concluded that in order to successfully promote Coca-Cola in the urban regions of Australia, Coca-Cola Amatil needs to ensure that the marketing mix are followed in an effective manner. The fluctuation in price, selection of distribution place and promotional strategy are important in order to gain a competitive advantage in the business market.
Reference
Andreasen, A.R., Kotler, P. and Parker, D., 2013. Strategic marketing for nonprofit organizations (pp. 44-53). Upper Saddle River, NJ: Prentice Hall.
Aras, M., Syam, H., Jasruddin, J., Akib, H. and Haris, H., 2017. The Effect of Service Marketing Mix on Consumer Decision Making. In International Conference on Education, Science, Art and Technology (pp. 108-112).
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education.
Borden, N.H., 2014. The concept of the marketing mix. Journal of advertising research, 4(2), pp.2-7.
Ccamatil.com. (2017). Coca-Cola Amatil – Australia, New Zealand & South Pacific. [online] Available at: https://www.ccamatil.com/ [Accessed 23 Nov. 2017].
Constantinides, E., 2016. The marketing mix revisited: towards the 21st century marketing. Journal of marketing management, 22(3-4), pp.407-438.
Hanssens, D.M., Pauwels, K.H., Srinivasan, S., Vanhuele, M. and Yildirim, G., 2014. Consumer attitude metrics for guiding marketing mix decisions. Marketing Science, 33(4), pp.534-550.
Helm, R. and Gritsch, S., 2014. Examining the influence of uncertainty on marketing mix strategy elements in emerging business to business export-markets. International Business Review, 23(2), pp.418-428.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132). Springer New York.
Luo, A., Roach, S. and Jiratchot, C., 2015. The effect of the 7Ps of the marketing mix on air freight customer satisfaction and repurchase intention.
Patil, D.D. and Bach, C., 2017. Marketing-Mix For Strategy Building. Marketing, 4(4).
Van Waterschoot, W. and Van den Bulte, C., 2012. The 4P classification of the marketing mix revisited. The Journal of Marketing, pp.83-93.
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