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Coca Cola Amatil Marketing Essay

1372 words - 5 pages

ROLE OF MARKETING AND MARKETING MIX IN ACHIEVING BUSINESS GOALSWithin any business planning is an essential tool n achieving business goals and the mission statement. Plans include hierarchical style which includes the long-term strategies, short-term and medium.Spending $750 million every year on sales, promotion and distribution, CCA takes marketing very seriously. Market researchers devote their time and resources to investigating factors that influence consumer spending patterns. Marketing plays a highly significant role in achieving the business' goals. In order for the business to introduce its' products and gain recognition, CCA relies heavily on its' ability to market themselves. The company's' success relies solely on how successful they are at marketing. By being successful at marketing, CCA is able to then sell its' products to achieve its financial goals and to gain reputation and recognition to achieve the business' social goals. The overall success of CCA depends on their ability to sell, which is by appropriate means of marketing their ideas. By following a set procedure of marketing, called the marketing mix, CCA is able to ensure that their marketing plans and strategies will be successful thus leading to the success of their business. Because the company is adjoined by a commercial relationship with The Coca-Cola Company (TCCC), ACCC has an advantage of being recognized for the production and distribution of popular beverages such as Coca-Cola, Diet Coke, Sprite, and Fanta. By performing target market research, the company is able to evaluate he wants of consumers so as to fulfill priority, for example the company has introduced Cherry Coke to satisfy the want for sugary drinks that younger consumers have. CCA uses product differentiation to meet consumer needs. An example of this would be mass-marketing a variety of different products alongside the Cherry Coke, Vanilla and Lemon Coke. A great extent of CCA's success is due to the company's effective application of product strategy of the marketing mix: i.e. positioning, branding and packaging. When setting price, CCA takes into account competitors' offers and adopts a competition based pricing method. They use price-skimming, where they are just a little above competitors however not causing a decrease in market share. CCA's price point pricing strategy establishes a set of key prices for particular groups of products, selling all cans at the same price despite Coca-Cola is more popular. Promotional activities is the best way to create communication between the company and the consumer, which is why CCA carefully plans out its' promoting strategies. The use of below-the-line promotions enables consumers some inducement to trial products. A recent example of employment of this strategy was the use of the 'Thrill Seeker' competition held. CCA has also pioneered the use of SMS phone technology in competitions. Another example of this was the Pepsi challenge offered...

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