Marketing Plan for

Coca- Cola Amatil

Mother Pink

Natasha Fulton
Executive Summary

Overview of plan including objective

Over the last ten years the energy drink market has shown major growth with no signs of
stopping. Mother energy drink has fallen behind the market leaders and struggles to gain
market share when consumer can be very loyal to their brand. Therefore it is advantageous to
Mother Energy drink to tap into a new market with no leader in market share, allowing
Mother Energy drink to position themselves well. This opportunity analysis was conducted to
determine the objectives vital to achieving long term success in the energy drinks market.
These objectives were found to be,
 Increase market share of Mother Sugar free energy drink by 5% in 12 months in
Australia.
 Increase sales of Mother sugar free energy drink by 10% among female consumers
aged 18-29 in 12 months.
 Increase brand awareness of Mother Sugar free energy drink by 5% with all
consumers aged 18-29 over 6 months.

Summary of Marketplace Environment

Currently Coca- Cola Amatil hold the number one market share of soft drink, bottled water
and sports drinks in Australia, though they are falling far behind the market leaders in the
energy drinks market. Over the last ten years the energy drinks market has had substantial
growth with forecasts predicting this to continue. More recently the sugar free/ naturally
sweetened drinks market has been tripling in growth compared to the full sugar drinks
market. Currently V and Red Bull hold market share in a market targeted directly towards
males.

Target Market and positioning

As all energy drinks are currently targeted towards young adult males, there is an open
market in the form of young females. These young women lead busy active life styles and
care about women’s health issues. Changing packaging to suit the wants, motives and
lifestyles of these women would be beneficial allowing Mother Energy drink to target a
consumer market that currently has no leader in market share. Providing a Sugar free energy
drink with several packaging options, such as cans, glass bottles and pet bottles with a more
feminine marketing approach will help Mother strive towards larger market share.

Primary Marketing Mix Factors

By creating feminine packaging Mother Pink will be able to attract its target audience. The
addition of uplifting phrases and quotes on the packaging has the ability to create a product
that encourages and supports the women in its target audience therefore making Mother Pink
a product of choice to these consumers when it comes to energy drinks. To further show that

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Mother Pink is an energy drink that cares about its consumers the addition of a website for
women and donations to the Breast cancer Foundation will achieve this.
Promotion will focus on the bond mothers and daughters have, bringing in the new tag line
“Mother, knows best”. This will resonate with the female target audience as the mother-
daughter bond is a very important bond. Price and placement will remain in line with current
Mother energy drinks being sold allowing Mother Pink equal coverage as other energy drinks
on the market.

Timeline
Implementing Mother Pink will begin in September with employing and liaising with graphic
designers to create packaging this will coincide with research done to find the most uplifting
and motivational quotes and phrases to be used on the packaging. During this time
promotions will begin to be created. These steps are the most important as it will create the
basis for the whole campaign. During the campaign at 6 month intervals market share and
sales figures will be reviewed. While surveys will be conducted at 3 stages throughout the
campaign. A review in October of the following year will end the marketing schedule with
recommendations for the future of Mother Pink

Evaluation
Evaluation will take place in the form of surveys, and reviews of sales figures and market
share figures. Sales need to show a 1.2% increase every 3 months to show success in the
campaign, furthermore market share needs to be showing a 2.5% increase at the halfway
mark of the campaign. Surveys conducted at the start, middle and end will be able to provide
information on brand awareness.

Benefit to the company

With a male consumer base that has shown loyalty to the market leaders over the years, by
adding a new target market alongside the current market will allow Mother to build on its
consumer base thus leading to increase market share, sales and profits. Adding packaging
variety and allowing consumer’s choice in the sugar free energy drinks range will allow
Mother to increase sales unit and achieve their goals towards the females target market.

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Table of Contents

Executive Summary ................................................................................................................... 1

Table of Contents ....................................................................................................................... 3

Introduction and Company Background .................................................................................... 5

Introduction ............................................................................................................................ 5

Company Background ............................................................................................................ 5

Situation Analysis ...................................................................................................................... 6

Market Analysis ...................................................................................................................... 6

Macro Environment Analysis ................................................................................................. 6

Political Analysis................................................................................................................. 6

Economic Analysis .............................................................................................................. 6

Social Analysis .................................................................................................................... 7

Technological Analysis ....................................................................................................... 7

Legal Analysis ..................................................................................................................... 8

Micro Environment Analysis.................................................................................................. 8

Company Analysis .............................................................................................................. 8

Competitor Analysis ............................................................................................................ 9

Competitive market Summary .......................................................................................... 11

Consumer Analysis ........................................................................................................... 12

Marketing Objectives ........................................................................................................... 14

Target Market & Positioning ................................................................................................... 15

Selection of Target Market ................................................................................................... 15

Positioning Strategy.............................................................................................................. 16

Positioning Strategy .......................................................................................................... 16

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 Positioning Attributes........................................................................................................ 16

Perceptual Map .................................................................................................................. 17

Marketing Mix Strategies ........................................................................................................ 17

Product/Service ..................................................................................................................... 17

Mother Pink product attributes .......................................................................................... 18

Price ...................................................................................................................................... 19

Promotion ............................................................................................................................. 20

Place...................................................................................................................................... 22

Evaluation and Control ............................................................................................................ 22

EVALUATION OF Mother Pink ...................................................................................... 23

Implementation & Schedule .................................................................................................... 24

Mother Pink Gantt Chart ...................................................................................................... 25

Conclusions and Recommendations ........................................................................................ 26

Reference List .......................................................................................................................... 27

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Introduction and Company Background

Introduction
Consumption of energy drinks in Australia over the past 10 years has increased substantially
(Australia Drug Foundation, 2012). In the last 10 years, sales of energy drinks have
quadrupled and are expected, by 2018, to exceed 220million litres a year in sales (Langley,
2013). The sales of low and sugar free drinks such as Mother sugar free, are growing three
times faster than the same sugar sweetened drinks (Coca- Cola Amatil, n.d., para 3). Energy
drinks are considered to be a carbonated caffeinated non- alcoholic beverage, usually these
also have other additives such as guarana, vitamins and taurine (Australian Beverages, n.d.).
While Coca- Cola Amatil dominates the soft drink, bottled water and sports drink markets in
Australia they are trailing far behind in the energy drinks market at third place behind V and
Redbull with only 14% of the market share (Speedy, 2011). This opportunity analysis will
look at Coca- Cola Amatil’s position in the energy drinks market, providing options for
Coca- Cola Amatil to increase its position in the energy drinks sector, especially in the high
growth sugar free energy drink sector.

Company Background
Coca- Cola Amatil operates in Australia, New Zealand. Papua New Guinea, Fiji and Samoa,
with their head office being based in Sydney, and is one of the largest bottlers of non-
alcoholic drinks in the Asia- Pacific area (Coca- Cola Amatil, n.d., para. 1). Coca- Cola
Amatil produce several beverages including soft drinks, bottled water, sports drinks, juices,
tea and coffee, and released their version of an energy drink called ‘Mother’ in 2008 (Coca-
Cola Amatil, 2015). While predominately producing non- alcoholic beverages Coca- Cola
Amatil also produce alcoholic drinks and ready to eat pre-packaged fruit and vegetables,
currently offering a total of 240 products for sale (Coca- Cola Amatil, 2015). Currently
employing 19,000 people across 6 countries Coca- Cola Amatil continue to value diversity
highly amongst employees. In 2014 The Coca- Cola Company owns a 29.2% share in Coca-
Cola Amatil continuing a strong relationship and providing the majority of ingredients to
Coca- Cola Amatil’s non- alcoholic range (Coca- Cola Amatil, 2015).

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Situation Analysis
Market Analysis
Recent trends are showing substantial growth in the energy drink market with even higher
growth in the demand of sugar free/ naturally sweetened drink range due to consumers
concerns around health and obesity. As more focus is placed on healthy living, and
consumers begin to more regularly seek out sugar free, carbohydrate free or naturally
sweetened products these trends are expected to continue (Langley, 2014). The energy drinks
market is a $593 million market with a stead 2.6% growth per year and is expected to be
worth $1.3 billion by 2019 (Gargano, 2014). Australians consumed 225 million litres of
energy drink, this averages out to each Australian drinking 10 litres of energy drink per year
and is about 10.04% of the overall non- alcoholic market (Whalley, 2013). Energy drinks are
primarily targeted at young active males between the ages of 18-29, (Speedy, 2011) leaving a
large market gap.

Macro Environment Analysis

Political Analysis
 Amid growing concerns regarding the safe use of caffeinated energy drinks the
Australia and New Zealand Ministerial Food Regulation Committee are considering
new, tighter regulations on caffeine in energy drinks (Food Standards Australia New
Zealand, 2014).

 The Australian Medical Association with strong backing from political members are
calling for age restrictions on the sale of energy drinks (ABC 2014).

Economic Analysis
 The economy is slowing and as such there has been a decrease in money being spent
on goods and an increase in money being spent on services. As energy drinks are a
good it can be expected that people will be more likely to forgo buying energy drinks
to instead put their money into services (Beech, Dollman, Finlay, La Cava, 2014).

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  Mother energy drink has a low market share, over 10% lower than the leading energy
drink brand, this market share over the last 3 years has also been declining
(Euromonitor International, 2015).

 The growing rate of energy drink use is having impacts on public health services. It
has been found that between 2004 and 2010 there was a 400% increase to the
reporting of poisoning related incidents due to the overuse of energy drinks (Ferguson
& Davidson, 2012).

Social Analysis
 Consumers are becoming more aware of the health risks of high sugar diets and are
leaning towards beverages that contain natural sweeteners instead of sugar, or low or
sugar free options (Langley, 2014).

 Australians are becoming more aware of climate change and the repercussions of not
reducing greenhouse gas emissions, and are becoming concerned about
environmentally friendly packaging and processing (National Sustainability Council,
2013).

 In today’s fast pace 24/7 environment, consumers are becoming more sleep deprived
and exhausted, leading to higher consumption of energy drinks (Gargano, 2014).

Technological Analysis
 Consumers are demanding packaging changes that reflect today’s importance of
convenience, this is leading to demand for packaging that is easy to open, dispense
and re-seal (Frost, 2005).

 Social media and its ability to substantially increase word of mouth and consumer’s
abilities to research almost any company has major effects to consumer power and
how consumers perceive companies (Simmons, 2015).

 Smart phone applications allow businesses to reach larger audiences and provide
personal experience. These applications can even allow consumers to interact with
businesses by way of scanning barcodes, in app purchases and advertising
(Commonwealth Consumer Affairs Advisory Council, 2013).

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Legal Analysis
 Labelling on energy drinks have strict regulations that must be adhered to, these state
the label must contain the average quantities of caffeine and other additives and state
its inappropriate use by certain consumer groups. In addition to this labelling and
advertising of energy drinks cannot be aimed at children (Australian Beverages, n.d.)

 Energy drinks come under the food and beverage codes and must follow strict
regulations regarding the amount of caffeine and other additives that can be contained
in the drink. This falls under section 2.6.4 of the code (Food standards Australia New
Zealand, 2014).

 Energy drinks must follow advertising guidelines and regulations. There needs to be
careful consideration to claims made to the advertising of energy drinks. In 2014 Red
Bull was sued for their advertising claim that ‘Red Bull gives you wings’ forcing Red
Bull to reconsider their advertising tactics (News.com.au, 2014).

Micro Environment Analysis

Company Analysis
Positives
 Coca- Cola Amatil is one of Australia’s largest, recognised and most trusted beverage
companies.

 Coca- Cola Amatil has very strong diversity and culture ethics amongst staffing
running many programs to achieve a respectful workplace for employees. This has the
potential to lead a more innovative and productive workforce (Coca- Cola Amatil,
n.d.).

 Strong corporate social responsibility activities. Provides a sustainability report to

increase and support social and environmental responsibilities to continue to
strengthen community ties (Coca- Cola Amatil, 2014).

 Committed to providing healthier options, smaller drink sizes and programs aimed at
physical activity to help combat current obesity epidemic concerns (Coca- Cola
Amatil, 2013).
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 Negatives
 Low market share in the energy drinks market.

 Very few options in the way of packaging with only one pet bottle available in only
one flavour.

 Very few options available in the sugar free/ naturally sweetened range with most
new flavours only being available in a full sugar version.

 Marketing of Mother is aimed primarily at young active males.

Coca- Cola Amatil are a well-known and trusted company in Australia with large market
shares in soft drinks, bottled water and sports drinks ranges. This how ever does not carry
over to the energy drink market and has Coca- Cola Amatil’s energy drink, Mother, fall far
behind the leading energy drink providers Red Bull and V. By having a small exclusive target
market of young active males Coca- Cola is potentially missing out on consumers that would
otherwise buy the Mother product if they knew more about it. Currently trends are showing
consumers want more sugar free/ naturally sweetened options and Coca- Cola Amatil fall
behind in offering a large enough range to meet consumer demands.

Competitor Analysis
A direct competitor is a competitor who sells a virtually identical good or service in the same
market (BusinessDictionary.com, 2015). Direct competitors to Coca Cola Amatil’s Mother
energy drink would be V energy drink, Red Bull, Monster energy drink and Rockstar,
because they all sell a carbonated caffeinated energy drink, they all target the same 18-29
active male consumer group and they all provide both sugar free and full sugar options.
These competitors also have the same or very simular distribution means.

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 V Red Bull Monster Rockstar
•POS •POS •POS •POS
•Same target •Same target •Same target •Same target
market of 18-29 yr market of 18-29 yr market of 18-29 yr market of 18-29 yr
old athletic males old athletic males old athletic males old athletic male
•same distribution •same distribution •same distribution •same distribution
channels channels channels channels
•Both sell full sagar •Both sell full sagar •Both sell full sagar •Both sell full sagar
and sugar free and sugar free and sugar free and sugar free
ranges ranges ranges ranges
•POD •POD •POD •Similar price to
•The can colour •The can colour •The can colour Mother
•The catch phrase •The catch phrase •The catch phrase •POD
•Has produced a •Has branched into •Aggressive •The can colour
coffee range of the esports marketing •The catch phrase
energy drink catergory •New Zealand
•Austrian company company
•100% recyclable •Large fruit
cans flavoured range

(ABC, 2014)

Page 10
Competitive market Summary
Competit Target Market Positioning Product Price Promotional Distribution Strength/
or Weakness
V Energy 18-29 year old Readily Energy $3.45 per In- store promotions, Available at almost all stores Strengths
Drink males Consumers available, drink, 500ml TV advertisements, that sell take away beverages Market share
who lead active Reliable, sporting events, in Australia, most vending Unique branding
lifestyles, athletes, ‘The massive limited edition cans, machines, Sporting venues Well known
musicians, hit, that Cheeky humour and service stations Large variety
improves you a Weaknesses
bit’ male dominated target market

Red Bull 18-29 year old ‘Red Bull gives Energy $4.20 per In- store promotions, Available at almost all stores Strengths
males, esports, you wings’, drink, 473ml TV advertisements, that sell take away beverages A close 2nd on market share
gamers, athletes readily available Energy hit sporting events in Australia, most vending Strong company history
extreme sports that will machines, Sporting venues Weaknesses
give you and service stations Expensive
wings. Limited variety
Male dominated target market.
Monster 18-29 year old Distinctive Energy $3.45 per In- store promotions, Available in all major Strengths
Energy males, claws from a drink, 500ml sporting event supermarkets, most service Well known product
Drink Motorcross, monster Monster promotions stations, Famous logo
supercross and ‘Unleash the energy hit Good variety
bmx enthusiasts beast’ Weaknesses
Aggressive
Low market share
Narrow target audience
Rockstar 18-29 year old ‘Party like a Energy $2.59 In- store promotions Available in all major Strength
Energy males, Consumers Rockstar’ drink, Per Action sport, supermarkets, Largest drink size available
Drink who lead active Flavour- Colour Double 500ml motorsport and music Available at most service Provides juice content
lifestyles, ‘from match, energy hit. event promotions. stations with in store Weaknesses
athletes to promotions. Brand awareness- fairly unknown.
rockstars’

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Consumer Analysis

The majority of consumers drinking Coca- Cola Amatil’s Mother energy drink, are young
adult males in need of energy during and after extreme sport and athletic events. Mother is
purchased predominately from supermarkets, convenience stores and service stations and
consumed nearly always before 8pm. Mother is normally purchased as a pick me up when the
consumer is lacking in energy.

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SWOT Analysis
Please refer to the following SWOT analysis table for the
opportunities and threats that face Coca- Cola Amatil and their product Mother energy drink
Strengths
•Well known brand in a well
established company in Australia.
•Affordable pricing,cheaper than
the competition.
•Strong and loyal social media
following on facebook.
•Variety of flavours and options in
the Mother energy drink range.
•Good range of product sizes from
250ml cans to 500ml cans.
•Number one producer of several
beverage markets.
•Strong community and
environmental sustainabilty
strategies, foccussing on
charaties and reducing the use of
water and energy.
Opportunities
•Expanding market, energy drink
consumption is growing
substantially.
•Sugar free and healthy option
beverages are tripling in growth.
•Vary packaging sizes with in the
sugar free/ healthy options range.
•Vary packaging to take advantage
of events that dont allow cans.
•Vary packaging to take
adavantage of awareness of
health issues.
•Target busy, on- the- go women
amd mothers.
•Increase availability of product
range at stores
Strengths, Weaknesses,
Weaknesses
•Lack of variety in packaging,
providing only cans with the
exception of one pet bottle.
•Lack of catchy advertising
compared to competitors (eg; Red
Bull gives you wings).
•Not keeping up with current
consumers becoming more health
conscious.
•Not all products are available,
some products can only be
bought from certain stores.
•Product aimed at males, ignoring
female market.
Threats
•The top two competitors have the
market share by a large amount.
•Negative publicity surrounding
energy drinks consumption.
•Obesity and high sugar beverages
are of major concern.
•Stringent government and
marketing regulations.
•Ageing population who do not
require energy drinks.
•Economic downturn, Energy
drinks are a want and not a need,
may be skipped to save money.
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Objectives
Marketing Objectives

To increase market share of Mother sugar free energy drink by 5% in 12

months in Australia.

1 Mother currently sits behind the two market leaders in energy drinks by a
substantial amount. Increasing this market share will lead to increased
revenue for the company.

To increase sales of Mother sugar free energy drink by 10% among female
consumers aged 18-29 in 12 months.

2 Currently Mother energy drink is strongly targeted towards 18-29 year old
males, ensuring a narrow target audience and losing out on potential sales.
Increasing sales in the female market will lead to increased brand awareness
and sales.

To increase brand awareness of Mother sugar free energy drink by 5% with

all consumers aged 18-29 over 6 months.

3 Compared to the market leaders Mother sugar free energy drink is not as well
known, nor has it been in the market as long. Increasing brand awareness will
help overcome these issues and lead to increased sales and market share.

(mycca, n.d.)

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Target Market & Positioning
Selection of Target Market

Demographics  Young adult females aged 18-29 years old (generation Y)

 Middle income earners
 Employed or stay at home mothers
Psychographics  Busy lifestyle
 Mothers lacking sleep due to raising young children
 Females exhausted from working long hours or shift work
 Working mothers
 Health conscious females wanting an energy hit that is sugar
free, carbohydrate free with a great taste.
 Active females wanting more energy
 Concerned about female health issues such as breast cancer
Geographics  Australians
 Live in the suburbs
 Will travel for school and work
Behavioural  Bought in the morning on way home from school drop off
 Bought from gyms in mid afternoon
 Bought from supermarkets during shopping
 Bought on the way to work
 Purchased before 6pm
 Likes to be able to purchase product easily and conveniently
when needed

In summing up, the target market are young females aged 18-29 who lead busy active
lifestyles. This may be due to work commitments, the needs of raising a young family or
both. These women are health conscious. They are also concerned about female health issues,
prevention and fundraising to support treatments and research of female health issues. These
women look for ease when buying the product due to their busy lifestyles and would be most
like to buy during their grocery shop, refuelling the car, or from convenience stores on the
way to or from work or the school run. By marketing towards young females Coca- Cola
Amatil has the opportunity to tap into an untouched market.

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Positioning Strategy
Positioning Strategy
The positioning strategy to be adopted by Coca- Cola Amatil in relation to Mother sugar free
energy drink will be differentiation. The competitive market summary showed that Mother
and the top two competitors are all marketing to the same target audience with simular
promotions, distribution and attributes, leading to Mother being in direct competition for the
same consumers. By targeting a different market that other competitors have yet to break will
increase Mother’s sales leading to increased market share and profits.

Positioning Attributes
The two product attributes that would be chosen to implement the positioning strategy for
Mother would be Packaging and the target audience. Currently Mother energy drink falls
behind the market leaders in packaging choices offered to the consumer. By adding a variety
of packaging, Mother energy drink would appeal to a wider audience. Providing packaging
that meets female’s wants, needs motives and concerns, Mother Energy drink would be in a
better position to target female audiences that currently energy drinks are not marketed
towards. By tapping into the female market Mother Energy drink would be able to take
advantage of a consumer market not dominated by V and Red Bull thus increasing market
share and profits and enabling Mother to become a market leader within this category in
Australia.

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Perceptual Map

Large Variety of Packaging

Red
V
Mother Bull

Masculine Target Audience

Feminine Target Audience

Mother

Rockstar Monster

Limited Variety of Packaging

Marketing Mix Strategies

Product/Service
Currently sugar free energy drinks are in the growth stages of the product lifestyle, allowing
Mother Pink to take advantage of a new target audience while sales are continuing to grow.
To achieve this Mother Pink needs to create a more female friendly product with the same
great taste of Mother sugar free, but with a larger variety of packaging and a more feminine
approach. Providing a sugar free 250ml can, plastic and glass bottle options with feminine
pink designs will allow female consumers to purchase an energy hit when needed that reflects
their taste and not that of males.

Mother Pink will remain sugar free and continue with the same taste as Mother Sugar free,
instead providing can, pet bottle and glass bottle options allowing women to choose

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packaging based on their lifestyle and changing needs. Mother Pink’s packaging will also be
recoloured pink with feminine patterns and uplifting quotes and affirmations. The reason for
this is to provide women with packaging that not only reflects their style but also one that
uplifts and promotes women when they are at their busiest and most exhausted state.

Mother Pink will not only be a sugar free energy drink that provides a good energy hit to
women, but one that supports them and their interests. To do this Mother Pink will have a
continued aim to support breast cancer research by donating 5c from each sale of Mother
Pink. Mother Pink will also provide a website that women can access that will provide
encouraging phrases quotes and affirmations to help get them through the day and also
women’s health information.

Mother Pink product attributes

Current Product Attributes New Product Attributes Resulting Consumer Benefit

Plain masculine packaging New female styled packaging Female consumers are able to
in a pink colour purchase a product that is
more feminine and suited to
their tastes.
Variety of packaging Introduce plastic and glass By providing more
bottle packaging options on packaging options Mother
top of cans. Pink will allow their female
consumer’s options to suit
their daily activities.
Currently positioned below Changing target audience and Same great sugar free
market leaders in line with packaging to suit, Mother can product with a more female
other low market share tap into an untouched market friendly appearance.
energy drinks.
Energy drinks have a Female only website Women will be able to
masculine image and target providing uplifting phrases purchase an energy drink that
and health information provides them with direct
health help tailored to
females.

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Introducing Mother Pink
The new Mother Pink will be a sugar free 250ml can or bottle that will come in pink with
feminine patterns. There will be several styles to allow each can to refelect the different styles
of different women. Each can will have a different uplifting/ motivational phrase or quote.
Below are two examples of the new Mother Pink.

Price
Energy drinks operate in a monopolistic market where design, brand image, quality and
product features are what differentiate products, this monopolistic market is where many
small suppliers offer similar products, usually these operate by way of non-price competition
and use product differentiation to increase sales (Bajeda et al, 2012).

Mother Pink consumers are young, energetic, fit and busy women between the ages of 18-29,
these women are young mothers, working or both. This target audience buys based on taste,
healthiness, packaging, quality and style, therefore price will not overly change their view on
Mother Pink.

The pricing objective for Mother Pink is to remain at a price below the market leaders, but
above those at the bottom of the market. This will provide female consumers with a product
that is of high quality and great taste at an affordable price. This will also allow Mother Pink
to increase market shares with an affordable product.
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The market leaders sell a 250ml can of sugar free energy drink for between $2.89 and $2.97.
Currently Mother Sugar free which is targeted towards men retails for $2.60. Therefor
Mother Pink will match the current sugar free version while continuing to be cheaper than the
market leaders.

Total Benefits
Price
Quality Product
250ml can: $2.60
Sugar free
All other packaging options to be
Better packaging 30cents lower than market leaders.
Female friendly Continued Promotion: 5cents from
Affordable the sale of each purchase will go
towards breast cancer research.
female health and promtion website

Promotion
Promotion of Mother Pink will rely on promoting the new “Mother- Knows best” phrase.
This has been chosen as women share a special bond with their mothers, doctors say that it is
the strongest most influential bond in a women’s life (Body and Soul, 2015). Therefor this
promotion will focus on bonds between Mothers and their daughters and on uplifting and
promoting women to great heights with strong emphasis that women can achieve anything.

Major promotions will include a website that allows women to interact with each other for
support, help and advice. This website will focus on uplifting women and strengthening the
bond between women, researchers have found that the friendship bond between women is
extremely beneficial and can help reduce stress, illness and even help women with breast
cancer live longer (Dr. Randy Kamen. 2012). This will lead into the second major promotion
where Mother Pink will donate 5cents from each sale to breast cancer research. This will
strengthen the perception that Mother Pink cares about women.
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There will also be a buy one get one free promotion. Research has found that these
promotional deals resonate well with consumers as they feel they are getting something for
free and are simple to participate in with 66.1% of consumers liking buy one get one free
deals the most. The research also found that 93% of consumers are more likely to take
advantage of this kind of promotion over other promotions (AMG, 2012). Mother Pink will
market the buy one get one free promotion in all major retail outlets and service stations
where this target audience will be most likely to purchase the product.

Promotion Details of Promotion When

Free Website This website will provide women with
 Uplifting and motivational
quotes and phrases to help
encourage women to reach and
achieve their goals.
 Links and information on
women’s health issues.
 Forums for women to interact
with each other and provide
help and support to each other.
Donation to breast 5cents from the sale of every can/
cancer research bottle will go to breast cancer research.
This will show that Mother Pink cares
about women’s health issues.
Free to air TV Commercials that play on the mother
commercials daughter bond, these will lead to the
“Mother knows best” phrase, and the
assumption that just as your mother
has your back so will Mother Pink.
Radio Again these advertisements will play
on the mother daughter bond.
Social Media Facebook promotions. These will be
small adverts to remind women there
is an energy drink that caters to their
needs. Advertisements will have links
to the website. Facebook page.
In store Promotion Buy one get one free in store
promotion. Provided at all major retail
stores and service stations
Starts at launch
Continuous from launch
This target market lead busy
lifestyles and thus won’t be
watching TV until the
evening.
7.30-11.00pm
These will run morning and
afternoon, 7am-9.30am and
2pm-5pm when these women
are most likely to have the
radio on, for example when
driving to work or the school
run.
Throughout the year, this is
to keep Mother Pink fresh in
women’s minds.
Four stages through the year
to start a week before each
holiday when women will be
run off their feet with
children at home.

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Place
Mother Pink will be sold using a combination of both push and pull strategies. Currently
Mother energy drinks sells via numerous retailers including supermarkets, petrol stations,
café’s and convenience stores. Therefore Mother Pink will use this push strategy to distribute
through current retail outlets such as Woolworths, IGA, Shell service station and various
other stores. This will allow Mother Pink the same coverage as current the Mother energy
drink range with distributors that have an already built relationship.

The Pull strategy that Mother Pink will adopt will have many marketing fronts that will focus
on engaging female customers so that they go on to demand Mother Pink in their stores of
shopping choice. This will in turn encourage retailers to demand Mother Pink from
wholesalers and wholesalers from Mother Pink.

Manufacturer Wholesaler Retailer Consumer

Mother Pink, Eg; Supermarket Fit, active,

Coca- Cola Petrol busy,
Campbells
Stations Females
Amatil Wholesale
Café’s between
Foodservice Take-Away 18-29 years
Fairdrinks, food shops old who are
Convenience working or
Stores mothers or
both

Evaluation and Control

To ensure that Mother Pink is meeting its goals there will need to be evaluations throughout
the marketing campaign. These will include comparing of figures and surveys. Market share
will be measured by comparing the total sales units of Mother Pink against the total sales
units of the whole market to work out market share, these figures will be compared with
current market share figures at the beginning of the campaign at 6 months and then at 12
months.
Page 22
Sales will be measured by comparing sales figures every 3 months, these figures should show
a 1.2% increase every 3 months. Brand awareness will be measured by conducting surveys.
These surveys will provide feedback at 3 intervals throughout the campaign to ascertain
brand awareness amongst consumers aged 18-29.

EVALUATION OF Mother Pink

Metric Method of Timing Responsibility

Measure
Market Share Compare Mother Three intervals. First Marketing Manager
Pink’s total sales at beginning of
To increase market Sales Manager
units against the marketing campaign.
share of Mother
market’s total sales Second interval at 6
sugar free energy
units. months and the third
drink by 5% in 12
interval at 12 months.
months in Australia.
Sales Sales Figures. Every 3 months Sales Manager
Compare sales
To increase sales of Marketing Manager
figures at the
Mother sugar free
beginning of the
energy drink by 10%
marketing campaign
among female
amongst female
consumers aged 18-
consumers with
29 in 12 months.
figures at each
interval.
Brand Awareness Survey of consumers 3 Surveys Marketing Manager
aged 18-29
To increase brand First survey to be Survey company
awareness of Mother conducted prior to
sugar free energy new marketing
drink by 5% with all campaign. Second
consumers aged 18- survey to be
29 over 6 months. conducted at 6
months and the third
at 12 months.

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Implementation & Schedule
The Gantt chart below covers Mother Pink’s 14 month marketing strategy. As Mother Pink’s
target audience is most busy over the holiday periods, the Christmas holiday period has been
chosen as launch. This will allow Mother Pink to take advantage of the time of year when
women are most stressed, busy and fatigued (Greenberg & Berktold, 2006).

The 3 months prior to launch will be used to research and formulate the new packaging and
to organise all promotional material. This period will also be used to organise The Breast
cancer Foundation donation system. During this period two women’s health experts will be
employed, this is an important step that must be started shortly after website design to allow
the correct health information to be provided on the website. Promotions will also start to
occur 1 month before launch during this period as part of the pull strategy.

The final month of the marketing schedule will be used to evaluate the marketing plan
success by comparing sales figures, market share and by reviewing the surveys. This will
allow for recommendations for the future of Mother Pink.

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Mother Pink Gantt Chart
Product September October November December January February March April May June July August September October
Employ and liaise with grahpic designers and artists for new packaging
Research quotes and phrases to find 20 of the most motivational and uplifting.
Develop packaging styles
Produce packaging
Price September October November December January February March April May June July August September October
Organise and implement Breast cancer Foundation donation system
Promotion September October November December January February March April May June July August September October
Employ and liaise with website designers to create website
Employ website moderators to moderate website forums
Employ 2 womens health experts for website to provide womens health information and answer consumers questions
Employ and liaise with Media company to create T.V. advertisments
Employ and liaise with Media company to create Radio advertisments
Employ and liaise with social media expert in design to create Facebook advertisements and Facebook page
Employ social media representitives to moderate and liaise with consumers on Facebook page
Employ and liaise with designers to create in-store promotional material such as signage
Employ and train sales representatives for wholesale and retail to provide details on new product
Launch Product
Launch Website
Launch T.V. advertisments
Launch Radio advertisments
Launch Facebook Page
Launch Facebook advertisments
Launch 2 for 1 Promotion
Distribution September October November December January February March April May June July August September October
Distribute product to retailers via wholesalers
Evaluation September October November December January February March April May June July August September October
Evauate market share
Evaluate sales figures
Issue survey 1
Review survey 1
Issue survey 2
Review survey 2
Issue survey 3
Review survey 3
Review Campaign

Page 25
Conclusions and Recommendations
For Coca- cola Amatil to increase market share and profits they must first differentiate
themselves from the current market leaders. Currently V and Red Bull have the market share
of males 18-29 years old making it hard for Mother to increase their market share in a market
dominated by the leaders. Mother Energy drink also falls behind in packaging variety forcing
consumers to drink from a can or not at all. Furthermore all energy drinks are currently
specifically marketed towards males missing out on a large female market.

For Coca Cola Amatil to increase sales and market share it is suggested that they create and
market Mother Pink to females to tap into an untouched market. This will be achieved by
offering a larger range of packaging, such as cans, glass bottles and pet bottles in a more
feminine style and providing a website with female health information. Promotions targeted
at the mother daughter bond will help to achieve this.

It is recommended that during the final phase of the marketing campaign that the future of
Mother Pink be considered with a review to increase flavour range and drink size offerings of
Mother Pink to further increase sales and market share.

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