Professional Documents
Culture Documents
1
Executive Summary
We will take help of Coca Cola Amatil, as Coca Cola Amatil is an old player in
the Australian beverages market and also licensed bottlers of Coca Cola
Company Ltd.
The product would come with same taste and contents while the packing
would be done following the Australian norms and standards. The Quality of
the product will remain same because it already complying with Australia
Norms of Fruit drinks. The Price of the product will be competitive as per the
market. The Packaging of the product will be according to the Australian
standards and patterns. We will promote our product through almost all kind
of Advertising and promotional programme like TV ad, Radio, internet,
Hoardings, Billboards, celebrities endorsements etc
Budgets are allocated separately for different activities with a total budget of
A$ 1690,000. We will also monitor the performance of our product on both
financial and non financial parameters on a regular basis. The bottom line
contribution of Maaza in Australia would be significant over a period of time
and would play a critical role in capturing good market share in soft drink
segment for us.
2
Table of Content
1 ORGANISATIONAL PROFILE……………………………………………….4
2 SITUATION ANALSIS……………………………………………………….…5
3 MARKETING STATEGY……………………………………………………….7
4 MARKETING OBJECTIVES…………………………………………………...10
6 BUDGET…………………………………………………………………………..17
7 IMPLEMENTATION…………………………………………………………….18
9 LIST OF REFRENCES…………………………………………………………..21
10 APPENDICES ………………………………………………………………..…21
3
1 ORGANISATIONAL PROFILE
Coca-Cola is the giant of the beverage industry worldwide. The Coca Cola
Company was started in 1886 and since then has been world’s largest soft drink
concentrates company. Coca-cola is market leader in beverages market since its
launch. Today coca cola is active in over 200 countries including India and
Australia. The Coca-Cola Company engages in the manufacture, distribution,
and marketing of nonalcoholic beverage concentrates and syrups worldwide. The
Coca-Cola Company produces concentrate syrup which is then sold to various
bottlers throughout the world who hold a Coca-Cola franchise or Coca-Cola
bottlers, who hold territorially exclusive contracts with the company.
Coca Cola has a subsidiary in India as Coca Cola India Ltd and has an iconic
status in the minds of the consumers in India just like it has in other parts of the
world. Coca-Cola serves in India some of the most recalled brands across the
world including names such as Coca-Cola, Diet Coke, Sprite, Fanta, Thumps Up,
Limca, Maaza and Kinley (packaged drinking water).
In Australia, Coca-Cola Amatil (CCL) is a participant in the beverage industry and
is the principal Coca-Cola licensee in Australia, Oceania, and Indonesia. The
company is responsible for the manufacturing, marketing and distribution of
Coca-Cola and related brands throughout these regions.
4
2 SITUATION ANALYSIS
analysis
The soft drink market has been growing steadily over the years and is expected
to grow at a good rate in coming future as well. According to the DATAMONITOR
report which was published on Sep 2006, the market share owned by the fruit
drinks/juices was 19% of the total beverage market which is currently at 22%.
The Australian market has already started changing as consumers are shifting
toward healthier drinks. According to Euromonitor the market share of three
major products; carbonates, vegetable juices/ fruit juice and concentrate will
decline in future and come under 75% volume share. [ref:
http://www.euromonitor.com/Soft_drinks_in_Australia]
The total fruit juices and health drinks market has grown strongly over the past 5
years, in terms of both value and volume. In 2006, the total market was worth an
estimated £2.77bn at retail selling prices (rsp), having grown by 30.7% since
2002. In 2006, fruit juices, health drinks and fruit drinks accounted for 40.6% of
the total soft drinks market in terms of volume sales. Fruit juices and health
drinks have benefited from their healthy image, particularly in comparison with
other, less healthy, drinks, such as carbonates.
The Fruit juice sector has gained market share over the past 5 years, as
consumers switch away from alternative soft drinks towards the healthier
products.
The fruit drinks market of Australia is continuously growing so, the prospects of
market is very good. The changing trends of people towards healthier drinks will
help us to gain the market share.
5
[ ref:http://www.datamonitor.com/industries/research/?pid=DBCM2096 and.
http://www.researchandmarkets.com/index.asp]
Strengths
Weaknesses
• High sugar and caffeine content
• Declining trend in profits
• Some large retailers have exclusive contracts with Pepsi and don't stock Coke
i.e. KFC
Opportunities
Threats
6
3 MARKETING STRATEGY
We will launch Maaza in to the Australian market by exporting the finish products
from India. The Coca Cola Amatil Pvt. Ltd. will be responsible for the promotion
and distribution of the Brand Maaza. We would use Coca Cola amatil warehouse
to store our product. Coca Cola Amatil has mother warehouse in Sydney and
other in Melbourne, Brisbane, Geelong etc.
We will have an initial contract of 3 years for promotion and distribution with the
Coca cola Amatil Pvt Ltd who owns 7 bottling plants in Australia and has a strong
distribution and retail network throughout Australia. So, we can use their experts
and skills in order to penetrate in to the market.
Under the Contract Coca Cola Amatil will be paid by fixed fee for three years and
a 4% share in profit if any
SEGMENTATION
7
Psychographic: Maaza will cater the whole population of Australian market
belongs to any age, profession, life style and attitude.
TARGET MARKET
Target three major cities. They are Sydney, Melbourne, and Brisbane.
Target schools and Universities students
Maaza will be targeted at fruit drink consumers as a new fruit drink which
is not available in the market
Target health conscious consumers who prefer to have healthier products
like fruit juices, fruit drinks, energy drink, etc.
POSITIONING
Maaza will be made of Indian Mangoes which are very famous in the
world.
Coca Cola as a Parental company will have some Psychological effect on
consumer which force consumers to taste Maaza at least one.
Maaza has planned to position itself as a healthy drink which could be
used as a median drink between carbonated drinks and fruit juices.
Maaza will use Coca Cola brand’s goodwill to position itself.
Brand Name: Today Coca Cola is a very huge brand in non alcoholic
beverages, operating in more than 200 countries and owes more than 400
brands. Although, Coca Cola is active in the world market for more than 100
8
years and it has expertise in marketing, distribution and promotion. So, it is an
Changing Trends: Nowadays, more and more consumers are getting health
conscious which is by the fact that the fruit juices and drinks market of Australia
is continuously increasing. According to DATA monitor report, the market share
own by fruit juices and drinks were 19% in 2006 which is currently at 23%.
So, our product would be having an advantage of being a non carbonated fruit
drink.
9
No Direct Competition: Currently Maaza not having any kind of direct
competition in the Australian market. However it has some kind of indirect
competition with the fruit juice manufacture like golden circle. As Maaza do not
have any direct competition in the market it will help Maaza in penetrating the
market.
4 Marketing Objectives:
Achieve profit by 3rd year and breakeven by end of 2 nd year of the launch
of Maaza.
If the Response of the consumer will be good then we will expand our
market to the whole Australia.
Once we cross breakeven and run into profits, we will share part of our
profits with a cause associated with saving environment
10
5 MARKETING MIX STRATEGIES
Product
As far as the product is concern few things of the product will be standardized
and other would be adapted according to the Australian standards.
Company will not change the core value of the product like Quality and
Taste of Maaza.
Company plans to launch the product in three different size i.e 250 ml, 500
ml and 1 litre.
Product will come in two different packaging, which will be in Tetra packs
and Plastic bottle in all three sizes. Steel cans will be introduced after 6
months in order to maintain the curiosity of the consumers.
11
Pricing
Existing market of soft drinks is very competitive and also there is small
percentage of Fruit drinks consumers. So, in order to increase the percentage of
fruit drink consumer and to penetrate in to the market, company planned to come
up with low cost leadership strategy which often proof effective in gaining market
share in short period of time.
The Low cost leadership strategy will force consumers to taste/try our product
without any second thought.
PLASTIC BOTTLE
Size Price
250ml $ 2.25
500ml $ 3.45
1 litre $ 6.10
TETRA PACK
Size Price
250ml $ 2.35
500ml $ 3.55
1 litre $ 6.20
Distribution
12
The product will be manufacture in India and will be exported to Australia.
The finish product will be sent to mother warehouse of Coca Cola Amatil for
storage purpose which is in Sydney and from mother warehouse finish
product would be further forwarded through Carriage and Forwarding Agent.
PRODUCTION IN
INDIA
Mother Warehouse in
NSW
CFA
CFA NSW CFA VIC
QUNSLND
Coles,
Safeway, etc. Distributors Hotels
Whole
seller/Retailer
13
Marketing plan starts with the free sampling in every CBD area of city, trail
by an icebreaker, children competition, fun games for elders and other
stuff. The main purpose is to conduct an activity for whole family.
14
Celebrities Endorsements
15
Personal selling: professional sales team will contact 5 star hotels,
fast food shops, restaurants and other multinational franchises e.g. Mac
Moreover, Company will make sure the availability of the product in the
The company will launch a Maaza’s official website especially for the
Australian region.
16
5 BUDGET
Given below are the allocated budgets for each item along with date of
completion.
TOTAL $ 16,90,000
6 IMPLEMENTATION
17
The Implementation of the Marketing plan will take as follows:
promotion etc will be negotiated with Coca Cola Amatil Pvt Ltd
both companies.
Cola India will start the production of the Syrup in Mumbai based
18
manufacturing plant. The syrup then will be exported to the Sydney
2008 and we will launch our product on 25th Dec 2008. The
company will launch the product on the day of Christmas this would
provides a good opportunity for our product to get familiar with the
financial parameters.
19
The financial parameter like sales figure, market coverage, market share,
cash flow, and profit and loss will be assessing on monthly basis.
There will be a visit of Coca Cola India experts once in a two month to assess
8 REFRENCES
20
1http://www.investsmart.com.au/shares/asx/Coca-Cola-Amatil-
CCL.asp
2 http://www.coca-colaindia.com/mazza/default.asp
3http://www.datamonitor.com/industries/research/?pid=DBCM2096.
4 http://www.researchandmarkets.com/index.asp.
5 http://www.euromonitor.com/Soft_drinks_in_Australia
6 http://www.fratfiles.com/essays
7 http://www.coca-colaindia.com/media
9 APPENDICES
21