Discuss about the The Life Trajectory of Social Marketing.
In this study, the assessment in done on the social marketing of the goods and services produced by Coca-Cola Amatil. It is very relevant for every profit making organization, government organization and for also the non-government and non-profit making organization to maintain social marketing of their products. In this study, the focus is on the social fact delivered by the company Coca-Cola Amatil is “we must discourage drug, drink driving and also the use of mobile phones must be prohibited while driving” (Kelly et.al. 2003).
It is a social thought that is supported and spread by the company Coca-Cola Amatil in the markets of Australia as well as in other companies. The major focus of Coca-Cola Amatil is to do social welfare as it is important for the company well as for the people of Australia too and it can be possible by promoting that drinking and driving is not safe for the life. It is as social cause which uplifts the company’s reputation in the markets of Australia. This campaign can be promoted through social marketing of Coca-Cola Amatil products (Andreasen, 2002).
Coca-Cola Amatil was introduced in the year 1973 by the coca-cola company an it first plant is in Sydney in 1983. Coca-Cola Amatil is a company that also known as CCA. It is an independent company that is a producer of many mineral waters and soft drinks. This company was entered in the Australia beverage markets and industry by the year 1990. Now, this company is earning a good amount of revenues and the sale is also very good (Sigala, 2010). Coca-Cola Amatil has now gained licensed territories in Australia. The company main focus is now to engage itself in social marketing as it is the best cause that can help many companies to lift up in the markets of Australia. This company is promoting “we must discourage drug; drink driving and also the use of mobile phones must be prohibited while driving” (Priem, & Hemminger, 2010).
The campaign focus of Coca-Cola Amatil was launched in the year 1983, in which 68 % of the employees of Coca-Cola Amatil are engaged and reported. They said that they try to prevent the life of the people who drink and drive. It is the fact that drink also includes drugs and mobile phones (Weitzer, 2007). Coca-Cola Amatil is promoting many campaigns that supports that drink and drive is not safe hey also merge with the department of transportation of Australia to keep the records of number of accident takes place due to drink and drive (Carrigan, & Attalla, 2001).
The tagline of the campaign includes: “Drinking & Driving Can Kill a Friendship” and “Friends Don’t Let Friends Drive Drunk.” In this way, they are motivating the youth of the Australia to don’t drink and drive (Wymer, 2011). It is promotion for the road safety as it is not only harming your own life but also the lives of other people. There are some strict rules imposed by the government of Australia that the drivers are not at all allowed to drink before driving (Andreasen, 2003). The motive of campaign is to promote a positive reason to not drink because may be there will something better that god has planned to be happened tomorrow. In this way, Coca-Cola Amatil merge with many small NGO’s to promote the same cause. Through this report, the company Coca-Cola Amatil wants to aware the youth of Australia that lives of people are very important that is not only for them but also for the other people who loves them. In this way, this study will help to promote the cause of the safe driving to the people who are indulging in drinking habits (Carrigan, & Attalla, 2001).
Price
The pricing for the products of Coca-Cola Amatil is done according to the geographic segment and market of Australia. Each sub brand of Coca-Cola Amatil has a different pricing strategy. It is also related to pricing strategy of competitors who give direct competition to the Coca-Cola Amatil.
Place
Coca-Cola Amatil is one of the famous soft drink in the markets of Australia. The distribution system of this company is very effective as they use new techniques in the distribution channels. They try to capture every part of Australia by effective distribution.
Promotion
Coca-Cola Amatil uses various promotional and advertising strategies so that the demand can be created. They associate the lifestyle and behavior of the people with the brand promotion so that the customers can relate with the products
People
The customers of Coca-Cola Amatil are present in all over the markets of Australia. The customers are very much fond of this brand that they cannot switch to any other brand easily.
Strength
Weakness
Opportunities
Threats
The target market for this campaign is the people who are involve in the drink and drive activities. The focus of Coca-Cola Amatil is to found out such people who are promoting such actives and also involved. They have to do the research and market survey for the same to find out and target to those people. The research and development department of the company Coca-Cola Amatil helped out in the research part (Witte, & Allen, 2000). The target market can be other people related to those who drink a lot while driving. They can be the family members, friends and other people. This can be done through motivating the people related to such individuals who can give information and remove this habit of drink and drive (Maignan, Ferrell, & Ferrell, 2005).
The Type of behavior Coca-Cola Amatil wants to create is that there must be no accident takes place on the roads of Australia due to drink and drive; this is the main motive f the company to promote safe driving habits among the people of Australia. This can be achieved only when the campaign started by Coca-Cola Amatil becomes successful and people started to follow the road safety rules (Margolis, & Walsh, 2003).
Coca-Cola Amatil is promoting many campaigns that support that drink and drive is not safe. They also merged with the departments of transportation of Australia to keep the records of number of accident takes place due to drink and drive. The tagline of the campaign includes: “Drinking & Driving Can Kill a Friendship” and “Friends Don’t Let Friends Drive Drunk.” The number of accidents takes place on the roads due to drink and drive will decrease (Van den Bulte, & Lilien, 2001). The people become more aware for their lives and other people lives related to them. The consumption of alcohol and drugs become less. People will start taking care of their lives and health (Aguinis, & Glavas, 2012).
Conclusion
The main aim of this campaign by Coca-Cola Amatil is to promote the awareness about “don’t drink during drive “campaign. The company is very much encouraged and wants to promote alcoholic free driving. The aim of this report is to promote the ways that many companies that are either government or non-government companies can adopt to promote such positive factors to the societies.
This can also help them in promotion of their own goods and services. It is the best way to have sustainable growth in the company. Through this report, the company Coca-Cola Amatil wants to aware the youth of Australia that lives of people are very important that is not only for them but also for the other people who loves them. In this way, this study will help to promote the cause of the safe driving to the people who are indulging in drinking habits. Drugs and mobile phones are the second cause due to which the road accidents take place. So the company’s other focus is to remove the use of drugs and mobile phones while driving.
References
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Andreasen, A. R. (2002). Marketing social marketing in the social change marketplace. Journal of Public Policy & Marketing, 21(1), 3-13.
Andreasen, A. R. (2003). The life trajectory of social marketing: some implications. Marketing Theory, 3(3), 293-303.
Carrigan, M., & Attalla, A. (2001). The myth of the ethical consumer–do ethics matter in purchase behaviour?. Journal of consumer marketing, 18(7), 560-578.
Kelly, K. J., Edwards, R. W., Comello, M. L. G., Plested, B. A., Thurman, P. J., & Slater, M. D. (2003). The Community Readiness Model: A complementary approach to social marketing. Marketing theory, 3(4), 411-426.
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