The paper "Coca Cola Amatil Marketing Mix" is an outstanding example of a marketing case study. This analysis will center on Coca-Cola Amatil which operates in the beverage industry and has robust operations in five countries including New Zealand, Australia, Papua Guinea, Fiji and Indonesia. This analysis will be divided into four major segments as evident into the subsequent sections. Implementation of a recent marketing program or a marketing plan of the organization This company has implemented different marketing programs in the recent past aimed at promoting its products among the target consumers.
One of the most notable marketing programs is the Drink Positive, Think Positive campaign which has been established by Mount Franklin which is a registered trademark of Coca-Cola Amatil (Australia) Pty Limited. This connection has enhanced through the community partnership with the National Breast Cancer Foundation in Australia which has been in existence since 2010 (Mount Franklin Website, 2013, p. 1). Over three years, Coca-Cola Amatil has donated over 750,000 pounds to this program coupled with turning their bottle lids pink during October for breast cancer awareness month. Additionally, this company funds three McGrath Mount Franklin Breast Cancer Nurses who offer their support to families that are experiencing breast cancer in Esperance (WA), Kalgoorlie (WA) and Angaston (SA) (Mount Franklin Website, 2013, p.
1). This example exemplifies how innovative marketing programs can extend beyond simple advertising and entail packaging, community partnerships, multi-modal communication as well as distribution to fortify brand value in the primary demographic of the target consumers. In relation to the promotion tenet of the marketing mix, the implementation of this marketing program ensures that this brand acquires strong appeal among women who are often confronted by the health challenges of breast cancer.
This is achieved through extensive print, TV, online and cinema advertising campaign.
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