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Marketing referes to the communication of the product or service
value to the consumers with
the intention to sell the product or services. From societal
point of view it can be stated that
marketing is a link in between the material requirement of the
society and the economic response
from the society. Marketing satisfy the need of the society by
exchanging products with money
and by building long term relationship.
Marketingis the process of communicating the value of a product
or service tocustomers,for the purpose of
selling that product or service.
From a societal point of view, marketing is the link between a
societys material requirements and
itseconomicpatterns of response. Marketing satisfies these needs
and wants through exchange processes
and building long term relationships.
corporate objectives
Coca-Cola Amatil(CCA) is one of the largest bottlers of
non-alcoholic ready-to-drink beverages in the Asia-
Pacific region and one of the worlds five
majorCoca-Colabottlers. CCAs diversified portfolio of products
includes carbonated soft drinks, spring water, sports and energy
drinks, fruit juices, iced tea, flavoured milk,
coffee, tea andSPC ArdmonaandGoulburn Valleypackaged
ready-to-eat fruit and vegetable snacks and
products.
CCA produces the Australian markets number one cola brand,
Coca-Cola, the number one bottled water
brand, Mount Franklin and the number one sports
beverage,PoweradeIsotonic, and is market leader in non-
sugar colas withDiet CokeandCoca-Cola Zero.Low and no-sugar
beverages are a high growth part of theCCA portfolio, growing at
more than three times the rate of sugar-sweetened beverages in
2012.
marketing objectives
CCLs key competitive advantage is the Coca-Cola brand.
Importantly, the brand power allows
price increases over time. The brand has stood the test of time
and is estimated to have a value of
US$56 billion for the parent company. Other competitive
advantages include a strong
distribution network and significant local scale, the drive to
keep innovating with new products
and packaging as well as the influence from The Coca-Cola
Company board members.
TARGET MARKET
http://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Economichttp://en.wikipedia.org/wiki/Economichttp://en.wikipedia.org/wiki/Economichttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/SPC_Ardmonahttp://en.wikipedia.org/wiki/SPC_Ardmonahttp://en.wikipedia.org/wiki/SPC_Ardmonahttp://en.wikipedia.org/wiki/Goulburn_Valleyhttp://en.wikipedia.org/wiki/Goulburn_Valleyhttp://en.wikipedia.org/wiki/Goulburn_Valleyhttp://en.wikipedia.org/wiki/Poweradehttp://en.wikipedia.org/wiki/Poweradehttp://en.wikipedia.org/wiki/Poweradehttp://en.wikipedia.org/wiki/Diet_Cokehttp://en.wikipedia.org/wiki/Diet_Cokehttp://en.wikipedia.org/wiki/Diet_Cokehttp://en.wikipedia.org/wiki/Coca-Cola_Zerohttp://en.wikipedia.org/wiki/Coca-Cola_Zerohttp://en.wikipedia.org/wiki/Coca-Cola_Zerohttp://en.wikipedia.org/wiki/Coca-Cola_Zerohttp://en.wikipedia.org/wiki/Diet_Cokehttp://en.wikipedia.org/wiki/Poweradehttp://en.wikipedia.org/wiki/Goulburn_Valleyhttp://en.wikipedia.org/wiki/SPC_Ardmonahttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Economichttp://en.wikipedia.org/wiki/Customers
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This allows CCL to keep local market leadership while managing
costs better. Along with the
Indonesia strategy, CCL has some significant capital expenditure
($500 million) plans under a
project it calls Project Zero. This project is running from 2010
to 2014 and is aimed at reducing
the cost of doing business. The project includes a new SAP IT
system, automated distribution
centres and PET self manufacture systems. The most significant
of these is the increased spend
on PET self manufacture, which is estimated to be around 80 per
cent of the investment.
THE MARKETING MIX
selling concept or production concept
What is the core marketing strategy for achieving its
objectives
Later, in 2006, CCL entered a joint venture with SABMiller
called Pacific Beverages, which
manufactures and markets a range of premium beers in Australia
and New Zealand. It also sells
and distributes the premium spirits portfolio of Beam Global
Spirits & Wines.
Today, CCL operates in five countries:
Australia (69.9 per cent EBIT)
New Zealand (10.5 per cent EBIT)
Fiji (10.5 per cent EBIT)
Indonesia (7.9 per cent EBIT)
Papua New Guinea (7.9 per cent EBIT)
It manufactures and distributes a diversified product portfolio
of beverages including carbonated
soft drinks, water, sports and energy drinks, fruit juice,
flavoured milk, coffee and packaged
ready-to-eat fruit and vegetable products.
