T-1.8.

Details of Assessment
Term and Year Term 2, 2019 Time allowed 7 Weeks
Assessment No 1 Assessment Weighting 100%
Assessment Type Marketing Plan (Individual Report)
Due Date Week 7 Room

Details of Subject
Qualification BSB61015 Advanced Diploma of Leadership and Management
Subject Name Marketing Plan
Details of Unit(s) of competency
Unit Code (s) and BSBMKG609 Develop a marketing plan
Names

Details of Student
Student Name

College Student ID

Student Declaration: I declare that the work Signature: ___________________________

submitted is my own, and has not been copied or
plagiarised from any person or source. Date: _______/________/_______________

Details of Assessor
Assessor’s Name

Assessment Outcome

/ 100
Results Competent Not Yet Competent Marks

FEEDBACK TO STUDENT
Progressive feedback to students, identifying gaps in competency and comments on positive improvements:
______________________________________________________________________________________
______________________________________________________________________________________
______________________________________________________________________________________
______________________________________________________________________________________

Student Declaration: I declare that I have been Assessor Declaration: I declare that I have
assessed in this unit, and I have been advised of my conducted a fair, valid, reliable and flexible
result. I am also aware of my appeal rights and assessment with the student, and I have provided
reassessment procedure. appropriate feedback

Signature: ____________________________ Students did not attend the feedback session.

Feedback provided on assessment.
Date: ____/_____/_____
Signature: ____________________________

Date: ____/_____/_____

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Purpose of the Assessment

The purpose of this assessment is to assess the Competent (C) Not Yet Competent
student in the following learning outcomes: (NYC)

BSBMKG609
1.1 Evaluate marketing opportunity options that
address organisational objectives and evaluate their
risks and returns in the selection process
1.2 Develop marketing strategies that address
strengths and opportunities within the organisation’s
projected capabilities and resources
1.3 Develop strategies which increase resources or
organisational expertise where gaps exist between
current capability and marketing objectives
1.4 Develop feasible marketing strategies and
communicate reasons that justifies their selection
1.5 Ensure strategies align with organisation’s
strategic direction
1.6 Develop a marketing performance review
strategy, incorporating appropriate marketing metrics
to review the organisational performance against
marketing objectives
2.1 Detail tactics to implement each marketing
strategy in terms of scheduling, costing,
accountabilities and persons responsible
2.2 Identify coordination and monitoring mechanisms
for scheduled activities
2.3 Ensure tactics are achievable within
organisation’s projected capabilities and budget
2.4 Ensure tactics meet legal & ethical requirements
2.5 Ensure tactics provide for ongoing review of
performance against objectives and budgets and
allow marketing targets to be adjusted if necessary
3.1 Ensure marketing plan meets organisational, as
well as marketing, objectives and incorporates
marketing approaches and a strategic marketing mix
3.2 Ensure marketing plan contains a rationale for
objectives and information that supports the choice
of strategies and tactics
3.3 Present marketing plan for approval in the
required format and timeframe
3.4 Adjust marketing plan in response to feedback
from key stakeholders and disseminate for
implementation within the required timeframe

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Assessment/evidence gathering conditions

Each assessment component is recorded as either Competent (C) or Not Yet Competent (NYC). A student
can only achieve competence when all assessment components listed under “Purpose of the assessment”
section are recorded as competent. Your trainer will give you feedback after the completion of each
assessment. A student who is assessed as NYC (Not Yet Competent) is eligible for re-assessment.
Resources required for this Assessment

 Computer with access to internet

 Weekly eLearning notes relevant to the tasks/questions
Instructions for Students
Please read the following instructions carefully
 This assessment has to be completed In class At home
 The assessment is to be completed according to the instructions given by your assessor.
 Feedback on each task will be provided to enable you to determine how your work could be improved.
You will be provided with feedback on your work within two weeks of the assessment due date. All other
feedback will be provided by the end of the term.
 Should you not answer the questions correctly, you will be given feedback on the results and your gaps
in knowledge. You will be given another opportunity to demonstrate your knowledge and skills to be
deemed competent for this unit of competency.
 If you are not sure about any aspects of this assessment, please ask for clarification from your
assessor.
 Please refer to the College re-assessment for more information (Student Handbook).

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ASSESSMENT BRIEF AND INSTRUCTIONS

Organisation:
Coca-Cola Amatil (https://www.ccamatil.com/en) is a beverage organisation which has the Australia
region’s favourite brands. The organisation is one of the largest bottlers and distributors of non-
alcoholic and alcoholic ready-to-drink beverages in the Asia Pacific, and one of the world’s largest
bottlers of The Coca-Cola Company range. With around 14,000 employees working in Australia,
Indonesia, New Zealand, Fiji, Papua New Guinea and Samoa, the company work as one team to
deliver the best every day for beverage consumers, customers, business partners, the communities
and to the shareholders who all benefit from their success. The organisation has a rich history that
details their origin and purpose of doing business in the region.

The organisation work together across a diverse group of businesses, across six countries, and
thanks to the world-class manufacturing and sales capabilities, together with its unrivalled
relationships, reach and execution, it attempts to delight millions of consumers everywhere and every
day with its leading range of ready-to-drink non-alcoholic and alcoholic beverages, coffee and ready-
to-eat food snacks.

As both brand partner and brand owner, the organisation operates across a dynamic mix of markets –
all of them different, each of them unique. The company do this safely and responsibly, bringing to
life its exceptional range of globally renowned brands and local favourites for all occasions.

The organisation and brand is international in terms of presence but local at heart. Firmly invested in
local economies and the communities where it operates, the company’s focus is on building portfolios
defined by relevance and choice.

The company several entities but work as one, igniting ideas and innovation across their businesses.
Through this it has driven unparalleled levels of shared value for its partners and customers. With
access to around 270 million consumers through more than 700,000 active customers, the company’s
focus is on today and tomorrow, as it leads, executes and partners to grow and deliver sustainable
shareholder returns.

The company’s product range includes carbonated soft drinks, spring water, sports and energy drinks,
fruit juices, iced tea, flavoured milk, coffee, tea, beer, cider, spirits and SPC Ardmona and Goulburn
Valley packaged ready-to-eat fruit and vegetable snacks and products.

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The company is proud of its Australian heritage and the track record of creating and realising
possibilities. It never stood still, constantly evolving and adapting to changing markets, consumer
tastes and technology for over a century. And, as the pace of change continues to accelerate, the
management see each day as another opportunity to advance the next chapter in the Amatil story.

In all that it does, the firm believes it have passion for its individual businesses and pride in being part
of the greater Amatil story. Together this fuels the pursuit of a shared vision: to create millions of
moments of happiness and possibilities every day. To learn and gather facts on the vision and values
of the organisation please visit https://www.ccamatil.com/en/our-company/our-vision-and-values

History
Coca-Cola Amatil has a proud history as a local manufacturer, with a focus on food and beverage
products, across the six countries in which we currently operate, pushing boundaries, blazing trails
and creating possibilities, for more than 100 years.

Beginning life in 1904, as British Tobacco Company Limited, the company began diversifying early
with the purchase of a printing company in 1909. By 1960, with our strong printing capabilities, it
expanded into packaging before a move into the Australian food and beverage industry in 1963. It
was during the second World War that thousands of Australians had been introduced to a great new
drink by American troops. Of course, that drink was Coca-Cola and by 1965, the brand was a
household name. It was then that the face and path of the company changed forever, with the
purchase of Coca-Cola Bottlers Pty Ltd in Perth.

In 1977, after more than fifty years trading as British Tobacco, the company became Allied
Manufacturing and Trade Industries Limited—or AMATIL Limited, for short. The change of name
ushered in a new era for the business. Sensing opportunities beyond the Australian shores, during the
late 1970s and early 1980s, we acquired snack foods and Coca-Cola bottling franchises in Europe.
Between 1986 and 1989 it acquired further Coca-Cola franchises across Australia as well as the
Pacific franchises in Fiji and Wellington along with the Ecks and Deep Spring mineral water brands.

In recognising the focus was on beverages and snack foods the company cast aside other interests,
including tobacco. Subsequently, the Coca-Cola Company became a major shareholder and the
company became Coca-Cola Amatil. The company’s entry into South East Asia followed soon after
with the formation, in 1991, of two strategic joint ventures in Indonesia, and the acquisition of the two
major Coca-Cola bottling operations in Papua New Guinea. Over the next decade the firm would
further consolidate this position in Indonesia, expanding our operations in Australia, Fiji and New
Zealand. As the 90’s came to a close the company split the organisation into two entities, demerging
the European interests and creating a new listed European bottler, Coca-Cola Beverages Plc.

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In the decade that followed the company also undertook a series of acquisitions in the Australian and
New Zealand food and beverage markets, securing many of the wonderful brands it has today.

Including Neverfail Springwater, Peats Ridge Springs, Baker Halls, SPC Ardmona and Grinders
Coffee. The company also acquired the Northern Territory Coca-Cola franchise in 2004, positioning
us as the sole licensee of Coca-Cola products in Australia.

Fearless in it’s pursuit of new opportunities, in 2006 and 2007, the company added alcohol to its
portfolio with premium beers, spirits and Alcohol Ready-to-Drink beverages, commencing its
relationship with the company that would later become Beam Suntory. In 2010 the company focussed
attention on businesses closer to home, investing in building state of the art facilities at Northmead
and Eastern Creek, cementing its place as a leader in beverage packaging and manufacturing. It
acquired Paradise Beverages (Fiji) Limited in 2012, closely followed by the establishment of its
Australian Beer Company in 2013 – a partnership with the Casella family.

Today the company is one of the Asia-Pacific's largest bottlers and distributors of alcoholic and non-
alcoholic ready-to-drink beverages, and one of the world's largest bottlers of The Coca-Cola Company
range. The heritage is long and rich, filled with moments of success and of challenge, and as the pace
of change continues to accelerate, the organisation see each day as another opportunity to write the
next chapter in the Amatil story. This is how it became the Coca-Cola Amatil today and how it will
shape the Coca-Cola Amatil of tomorrow, a company that truly believes in possibilities! To watch,
learn and gather facts on the history of the organisation please visit
https://www.youtube.com/watch?v=QFKsFgS6SMc&feature=youtu.be.

Marketing and Financial Performance

The company’s marketing efforts are not different to other soft-drink manufacturers but as the leader
of the soft drink industry the organisation does take pride in developing new and innovative marketing
strategies. The organisation’s marketing and financial performance data can be accessed from the
current annual report that has been published in their website at https://www.ccamatil.com/-
/media/Cca/Corporate/Files/Annual-Reports/2017/CCA181-Annual-Report-2016-low-resolution.ashx.
The annual report also provides useful insights to details of their products and services, shareholder
and investors’ information, leadership team, and corporate governance.

Organisational Strategy
The Group Strategy is our blueprint for success. It positions the company to capture growth and
deliver long-term value. The company is aware that the markets will continue to change. Due to that
reason the firm has opted for navigating the changing environment with the three pillars of Group
Strategy as its foundation.

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This approach is anchored in a strategy defined by three pillars:

LEAD: Strengthening category leadership position
- Leading brands in each major NARTD category in each market
- Up-weighted levels of innovative marketing continually strengthen brand equity
- Evolving portfolio that adapts to changing consumer preference

EXECUTE: Step change in productivity and in-market execution

- World-class customer servicing capability
- Route-to-market that provides customer diversification and real competitive advantage
- Effective leverage of our large-scale, low-cost manufacturing, sales and distribution capability

PARTNER: Better alignment with The Coca-Cola Company and our partners
- Shared vision of success and aligned objectives
- Joint plans for growing system profitability
-Balanced share of risk and rewards

To watch, learn and gather facts on their strategies please refer to the YOUTUBE video at
https://www.youtube.com/watch?v=MNlCG4L3lZU

PART-A MARKETING PLAN—70%

Context & Situation:

You are newly appointed marketing manager (Sydney Metro) of Coca-Cola Amatil.
Your senior manager has requested you that there had been some additional competitors in the
market very recently and your organisation is struggling to cope up with the marketing efforts of those
competitors. You have been hired to analyse the current market conditions, analyse the competitors
and their marketing efforts, analyse the competitors’ strategies and eventually develop a marketing
plan that also includes some strategic marketing directions for the next two years. For the purpose of
this assessment you should consider yourself as the Sydney metro regional marketing manager.

As part of your research you may have to access organisational information such as mission, vision,
policies & procedures, organisation history, products and services, annual report, customer charter,
strategic direction, employment relations, business performance, and scope of business from the
organisation’s official website and other relevant areas linked in the organisation details. You will also
have to analyse other (relevant) competitors’ using information from Internet research.

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PART B- PRESENTATION OF MARKETING PLAN -30%

In this PART, you are required to prepare a presentation on your marketing plan and discuss the
critical issues such as organisational details, marketing analysis and strategies. You are also to create
a feedback form for your senior manager (Assessor) to provide critiques on the marketing plan. This
should be attached to your final submission of the marketing plan. You can have a brainstorming
session within your class to generate ideas.

 Your presentation will be a PowerPoint presentation of 15-20 slides. You may not use more
than 20 slides.
 Include a list of reference or sources that you may have used to prepare the presentation.
 Marking weights for the presentation is within the marking criteria table.
 You are also required to attach the presentation slides at the very end of the report as
APPENDIX section.

Instructions on Submission Requirements:

± You are required to use the template attached in APPENDIX and follow the table of table
contents to develop a strategic marketing plan for the organisation. You are to follow the
exact layout of the template and complete all the sections of the template for this
organisation’s Strategic Marketing Plan.
± The template attached in APPENDIX includes a table of contents, the instructions on each
task requirements, and the marking weights.
± All sources are referenced consistently and comprehensively using the recommended
referencing system as prescribed in the subject description/outline.
± Overall presentation is professional including spell and grammar checked judicious use of
headings, font size, layout etc
± A marking criteria table (to be completed by the assessor) is also attached for your reference
to get idea on the weights for each requirements of the plan.
± Submit a hard copy of the MARKETING PLAN along with the presentation slides within the
due date.

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MARKING CRITERIA FOR THE PLAN (for trainer use only)

The assessor is required to use the marking rubric below to assess the learner performance in each
task as mentioned.
TASK DETAILS MARKS ALLOCATED MARKS RECEIVED
Executive Summary
3

Introduction
2

Objectives
4

Planning Marketing Analysis

15

Developing Marketing Strategies

12

Developing performance review

12

Planning marketing tactics

12

Creating a feedback form

4

Reference
3

Appendix
3

TOTAL
70

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PROJECT REPORT TEMPLATE

Table of Contents

1. EXECUTIVE SUMMARY
2. INTRODUCTION
3. OBJECTIVES
4. MARKETING ANALYSIS
4.1 Planning marketing analysis
4.2 Evaluation of marketing opportunities
4.3 SWOT Analysis
5. DEVELOPING MARKETING STRATEGIES
5.1 Developing Strategies
5.2 Allocating Budget
6. DEVELOPING PERFORMACE REVIEW
7. PLANNING MARKETING TACTICS
7.1 Tactics Table
7.2 Coordination methods
7.3 Gantt Chart
8. CREATING A FEEDBACK FORM
9. REFERENCE
10. APPENDIX

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Task 1
Executive Summary (3 mark)
The Executive Summary is a critical element of any report as it may be the only
section of your plan that a busy senior manager from your company may have time
to read before you present it, in a work context.

The following points MUST be included in the Executive Summary:

Summary of entire plan including key objectives and strategy highlights

• Projected revenue, profit and market share figures
• Investment required for the Project and projected return on investment (ROI).

The Executive Summary should be one page length maximum.

Coca Cola Amatil is a beverage organization which has Australia regions

favorite brands.It was one of the largest bottle distributors of alcoholic and
non- alcoholic ready to drink beverages in Asia Pacific. As both partner and
brand owner, the company does its responsibility to bring its exceptional
range of globally renowned brands and favorite to all occasions. This paper is
a marketing plan recommended for Coca-Cola Amatil Company to help
increasing product, being innovative and increase sales. The analysis proven
that Coca-Cola has access over 270million consumers through more than
700,000 active customer. The company focus on today and its future as it
leads, executes and partners to grow and deliver sustainable shareholders
returns. The company product range includes carbonated soft drinks, spring
water, sports and energy drinks, fruit juices, iced tea, flavoured milk, coffee,
tea, beer, spirits and packaged ready to eat fruits and vegetable snacks and
products. Success will be reflected through evolving and adapting to changing
markets, consumer taste, and technology. As the pace of change continues to
accelerate, the management seeks the opportunity to improve in the future to
the top spot as the market leader.

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Task 2
Introduction (2 marks)
This section should provide company background and current vision and mission
statements. Check with other stakeholders if the vision and mission statements are
still current and supported.

Company Vision: Everyday creates millions of moments of happiness and

possibilities. It reflects the scale of the business and the people we touch across all
our operations and it creates and emotional connection. It’s about what the
employees do every day but also for the future, always looking for the possibility
tomorrow and seek to build a sustainable organisation for the company.

Company Mission: We are straight forward and open, take initiative and own the
outcome, and focus on today and tomorrow. It is what holds the employees together
and guide how to do business and set expectation for the way we behave on each
employees.

Task 3
Objectives (4 marks)
What are the objectives of your marketing plan? All objectives for your plan need to
be SMART (Specific, Measurable, Attainable, Relevant and Timely). Also, provide a
rationale for each objectives.

The objective of the marketing plan is to make Coca-Cola Amatil Company as the
leader of the soft-drink industry the organisation take pride to develop new and
innovative marketing strategies.

Specific: To capture growth and deliver a long term value to company success

Measurable: They measure their annual revenue in hope that it would improve.

Achievable: They achieve every single goal in order to allow reason for employees to
be motivated and know the result to impress customer.

Realistic: To be a leader of soft drink industry and develop new and innovative
marketing strategies.

Timeframe: increasing the sales and create strong customer awareness by the end
of year. 1 year timeframe.

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Task 4
Planning Marketing Analysis (15 marks)

4.1 Planning Marketing Analysis

As a guide, you should at least discuss:

• Definition of the market in which you will be competing

• Market size and outlook for the product/service in the target market (i.e. current
size of market [units and values] and likely future trends)
• Market characteristics, including:
- distribution channels for the product or service category (and any barriers
to entry)
- prices and pricing practices affecting the category (including government
controls) - effect of tariffs, subsidies etc
• Target market behaviour, including:
- market segmentation (i.e. how the market is typically segmented)
- potential target market segment(s) for the product/service
- consumer/customer characteristics (eg demographics, geographic,
preferences)
- consumer/customer purchasing behaviour.

Market size and Product Outlook:

When it comes to the consumer market, Coca-Cola has a very broad market base.
The company focuses its efforts on many different people. Throughout history, the
company has targeted many generations of people has ranged from young to old.
Coke has always been known as a classic, which has appealed to the older
audience. Lately the company has tried a fresher new image to reach to the younger
generation. For the Coke Company, there is a need for them to focus on certain
demographic characteristics of the population. The characteristics they must
consider include: age, income, and family. The other demographic considerations
such as, education and ethnicity are not as large of a concern. When we look at age,
the company tries to keep their image hip and cool to appeal to younger generation,
but also target the older generations by keeping the classic coca-cola image. The
products they offer are affordable for most people, even young teens without a job
relying on parents. Since age is not a problem, family differences should not hurt the
sales of their products it brings more appeal to most people. Their products are
suited for all people.

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Distribution Channel:

The Coca-Cola Company sells its products to bottling and canning operations,
distributors, fountain wholesalers and some fountain retailers. These then distributes
them to retail outlets, milk bar and corner stores, restaurants, petrol stations and
newsagents. Distribute it to wholesalers/distributors, retail/corner stores, restaurant,
petrol stations and consumers. Indirect distributions of Coca-Cola Company use
intensive distribution strategy which business products are sold in almost every
outlet include: retail outlets, small shops, restaurants, petrol stations, schools,
newsagents, sports and entertainment venues, and vending machines.

Price and Pricing Strategies:

Pricing strategy should be considered through the aspect of consumer demand and
product lifecycle. Customer demand is crucial factor which is driven by tastes,
income and availability of others similar products at a different price. For a lot of
consumers, value and price are highly related: ‘’the higher the price, the higher the
value’’. To be able to implement higher pricing though, the minimization of the non-
monetary costs to customers should also be include along with awareness of the
product (notably by advertising) and value (benefits). As for the product life-cycle, the
company should take advantage that the newer the product and the earlier in its
lifecycle the higher the price can usually be. It ensures a high profit margin as the
early adopters buy the product and the firm seeks to recover development costs
quickly and it also brings a certain prestige to the product

Target Market Behaviour:

Market segmentation of Coca- Cola will be based on geographic, demographic, age
and lifestyle. Geographic segmentation dividing the market into different
geographical units such as regions, cities, or neighbourhood. In demographic
segmentation, the market is divided into groups on the basis of variables such as
age, family life cycle,, occupation, education, religion, race, generation, nationality,
and social class. Demographic variables are the most popular base of Coca-Cola
Company for distinguishing their customer groups. The reason is that consumer
wants, preferences, and usage rates are often associated with demographic
variables. Another is that demographic variables are easier for Coca-Cola to
measure because they can evaluate or conduct surveys for the demographic
segmentation
Coca-Cola Consumer wants and abilities change with age and life cycle can be tricky
variables because there are different needs and wants as accord to the age of a
person. The main sector in which Coca-Cola Company targets is the youth / young
teenagers because there is a much need of refreshment and energizers to cope up
with their daily activities

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4.2 Evaluate Coca-Cola’s marketing opportunity options that address organisational

objectives. Identify at least 3 marketing opportunity options and explain the risks
and returns of each option.

- Coca-cola is popular worldwide and is liked by people of all age group while diet
coke caters people who are more health conscious. Thus, this help to generate more
Coca-Cola revenue.

- Coca-Cola has a strong brand portfolio that offer wide range of beverage to its
customers and always explores different options of beverage to different markets in
different continents.

- Diversify product portfolio, outsourcing operations and economies of scale helps in

cutting its operational cost & increase its profitability.

4.3 SWOT Analysis

You will need to undertake a Strengths and Weaknesses analysis of the company (in
comparison to competitors or its ability to compete), and a separate analysis of
Opportunities and Threats in the marketplace. This analysis should be a culmination
of the analysis you have undertaken in the Situation, Market, Competitor and
Organisation Assets and Skills Sections, and should be drawn from these sections.

You should not introduce significant new information or facts in a SWOT

analysis that have not been evaluated earlier in the report. New information
introduced into the SWOT without explanation will be contradictory or confusing
when viewed against your earlier analysis.

Strength:
- Vast global presence: largest bottlers and distributor of non-alcoholic and
alcoholic ready to drink beverages in Asia Pacific and one of the largest bottlers
of Coca-Cola company range.
- Strong marketing strategies: Coca-Cola target market varies from people of all
ages
- Large distribution Network: Due to its high demand, Coca-cola has the largest
distribution network and able to command such a high market presence.

Weakness:
- Absence in healthy beverages: Carbonated beverages are major reason for fat
and Coca-Cola is the largest manufacturer of carbonated drinks. The
consumption of carbonated beverage in developed countries will go down as
people prefer healthy alternative.

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- Low product diversification: Coca-Cola lack of diversity in their product which if

Coca-Cola actually present in this segment, the product could have been an
additional revenue to the company.

Opportunity:
- Diversification: Diversify healthier choices of food business will improve the
offerings of Coca-Cola brands to their customers. This ensures them to get better
revenue from existing customers by cross selling their products.
- Developing nations: Although developing countries are slowly moving towards
healthy beverages, developing countries are still being introduced to delight
carbonated drinks and soft drinks. Countries like India had very
hot summer, thus consumption of cold drinks are double during summer. Therefore,
it’s a good opportunity to capitalize for Coca-Cola.

Threats:
- Raw material sourcing: Water is the only threat in Coca-Cola production as
water will be scarce in the future due to climate changing. If water is limited, Coca-
Cola will be facing downfall on its revenue and distribution capacity.
- Indirect competitors: Coffee chains like Starbucks, and other coffee brands
made a big competition for Coke. Same as healthy drinks like Tropicana and
Gatorade are stealing the market share indirectly.

Task 5
Developing Marketing Strategies (12 marks)

5.1 Developing Marketing Strategies

The Marketing Strategy is the 'engine room' of the plan - the 'what, how, when,
where and how much' section.

Generic strategy for international business and for marketing should be explained.
You should also show how your generic strategy for this SBU fits into corporate
strategy.

Target Market(s) should be clearly identified and described, Market Entry strategy
explained and justified and Positioning Strategy clearly expressed and explained.

The Marketing Mix Strategy should include sufficient detail to enable robust
economic evaluations to be made. As a guide, the following information should be
clearly presented and strongly supported and justified:

• Identification and description of the full range of products or services being

launched, product benefits, description of packaging, comparisons with
competitors

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• Pricing strategy (price is the only revenue-generating element of the marketing

mix)
• Specific channel choices, channel management strategies, costs associated
with establishing and maintaining channels
• Communication strategy, media selection and strategy, other promotion
activities, and costs (a detailed promotional budget must be included,
which is included below).
• Personnel, Process and Physical Facilities should be considered, even if the
product is primarily a physical good

Marketing Mix Strategy:

“Bobba Coca” is a bottled beverage that will be positioned as the
only ready-to-drink Bubble Tea product available on the market. The
beverage will have a green tea base with enhanced fruit flavors
(passion fruit, strawberry and lime) as well as tapioca pearls. It will
bring an entirely unique drinking experience to its consumers,
especially Asian customers. It will present itself as a funky and unusual
alternative to traditional tea while providing the great taste of
authentic fruit juice that suit the taste of Asian and global market, in an attractive and
convenient packaging.

Product benefits and Packaging

The Core: Bubble Tea beverage in pre-bottled, ready to drink format
Branding: Colorful, aspect of play, round shaped, prominent “Bobba Coca” logo
written in modern font, catch phrases such as “Think outside the Bubble” and “Get
Your Bobba”.
Trade name: Bobba Coca™, a Coca-Cola product.
Brand personality: energy, funky, cool, functional, original, funny, healthy, etc.
Brand equity: Coca-Cola provides a quality, consistent, innovative and accessible
soft drink reputation.
Augmented product: Nutritional information, Status (social drink), features
promoting the website, Health benefit of a green tea base.

Pricing Strategy
Customer demand is a crucial factor which is driven by tastes,
income and availability of others similar products at a different
pric. Consequently, Coca-Cola’s intention
to position Bobba Coca as a unique, innovative and attractive
product gives it a certain control over Bobba Coca price. To be
able to implement higher pricing though, the minimization of the
non-monetary costs to customers should also be include along with
awareness of the product (notably by advertising) and value
(benefits).

Promotional Activities
Contests: “Win another Bobba Coca flavor”, “Uncover a secret code underneath the

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bottle cap and win sporting goods and electronics by logging on the website”, “Win a
trip for the 2020 Olympics”. This will increase consumer purchases and consumer
involvement with the product.
Samples: distributed in supermarkets, school/universities. Samples are a way to
avoid product resistance since people are not used to find bubbles in their drinks.
Arguments: It will encourage new product purchases and it represents low risk for
consumers since they get it for free. They have nothing to lose by trying it.
Point-of-purchase: in supermarkets (to reach the parents of younger generation).
Arguments: It is also a mean to increase product trial and provides a good product
visibility.
Others: In subsequent years, engage in product placement in TV shows or movies

Media Strategy
Communication channels
Before choosing the appropriate Medias, it is important to note that younger
generation consumers only give partial attention to media. However, they can be
reached through integrated programs. Marketers can still communicate with Younger
Generation by using a variety of targeted promotional tools. Another important tactic
to reach our target market is through “Viral” or “Buzz” marketing, which Coca-Cola
will heavily use in this campaign (campus, contests).
Television: MTV, CNN, etc
Radio: MIX96, 94.7 FM, Universities
Magazines for girls: Cosmo, Elle, Vogue
Magazines for boys: Sports Illustrated (or Kids edition)
Internet: Banners on select websites (gaming, sports, etc.). Official promotional
website: www.BobbaCoca.co.au
Social Media: Facebook, Instagram, Twitter
Outdoors:Billboards and prints in select areas including:
 Campuses, transportation (bus, metro, stations)
 Tourist areas in high seasonal periods
 Outskirts of key cities in geographical reach

Physical Facilities
Physcial Facilities such as manufacturing factory in another continents that in order
to reach the target market that are interested with this product. Personnel who
manage and create the products in terms of operational, financial, marketing, and
management. Create convenience channel of distribution to distribute or transport
the product easily without wasting too much cost and time.

5.2 Allocating Budget

You are given a total budget of $500,000 to implement the marketing strategies. Fill
in the table below. You are to allocate the budget in a cost-effective manner to
procure maximum output.

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Marketing Strategies Resources Budget

Promotion (brand awareness) Social Media, $100.000

Billboards, Television,
Radio, Internet

Infrastructures Office rental, water & $150.000 -

electricity supply, $200.000
transportation,
distribution channel

Hiring personnel Job advertisement, $50,000

Training, Hiring
evaluation

TOTAL $350.000

Task 6
Develop Performance Review (12marks)
Develop a marketing performance review strategy for Coca-Cola to measure the
outcomes of the marketing activities against original objectives or expected
outcomes. Complete the table below, incorporating appropriate marketing metrics
(KPIs) to review the organisational performance against marketing objectives.
Formulate and explain 2 KPI’s for each marketing opportunity options.

Marketing Objectives it
KPI Target/ Expected Outcomes
fulfils

Volume is measured in Plan to build on achieving Win in the marketplaces

million cases sold. growth in all segments

Reports on number of
countries where Coca-Cola
can maintain or improve
bubble tea volume share.

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ROIC is net profit after tax Generate excellent free cash Generate free cash flow
divided by capital flow in a year. Benefit
employed by business additional reduction in
working capital with higher
profitability contributed to this
outcome.

Operating expenses as Focus on cost and efficiency; Focus on reducing cost

percentage of total net expect to improve operating
sales revenue. expenses as percentage of
net sales revenue.

Task 7
Planning marketing tactics (12marks)

7.1 Fill out the table below to provide details on the tactics used to implement the
marketing strategies you have developed in the previous tasks. Also provide a
reasoning for the tactics in terms of the proposed capabilities and budget of the
plan. Ensure that the tactics meet the appropriate legal and ethical requirements
of the region. Also, mention the person responsible for carrying out the tactics you
have proposed.

Marketing Tactics Justification Legal/Ethical Personnel

Strategy employed requirements responsibilities and
(capacity and accountabilities
budget)

Promotion Promotion via $100.000 ACCC Marketing Staff

social media, (Australian
billboard, Competition
television, and
radio, internet Consumer
Commission)

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Hiring new Job $ 50.000 Employer Hiring Staff / Human

personnel Advertising, Code of resources
Training Practices Department

Infrastructure Office rental, $ 150.000 - Corporations Operation Staff /

water and $200.000 Act Finance Staff
electrical
supply,
transportation

7.2 For the activities mentioned above, identify methods you would use to
coordinate and monitor the activities

- Promotion: Through the report of number of people actually exposed through the
media promotion and their responses towards the media promotion being made.
Furthermore, the sales generated and the return on sales which consist of the sales
minus with cost.

- Distribution Channel and Infrastructure: monitor on the distribution time and costs
to create a good distribution network. Manager will be able to monitor in-house
activities and other activities performed by third party.

- New Personnel: hiring has to be reviewed according to the skills and experience
owned by each candidates. Training has to be given and monitor through their
monthly / daily performance to ensure their performance has been done according to
the company standard.

7.3 A Gantt chart is a timeline used as marketing plan tool to organise and display
how a project will run. It provides the overall timeline line of the project along with the
tasks and expected completion date. Fill out the chart below to show the scheduling
of the marketing strategies.

TIMELINE
Marketing Tactics 1 2 3 4 5 6 7 8 9

Identify promotion media

being used.

Plan and create content for

the advertising campaign

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Proposal to upper
management

Set promotional duration

and launch campaign

Identify hiring position and

job description

Advertise job

Interview and select

suitable candidates

Training new candidates

Monitor distribution time

and cost

Develop corrective actions

on distribution and
transportation

Proposal to the
management

Implement the plan

Task 8
Creating stakeholder feedback form (4marks)

Scenario: You have finished and presented the marketing plan in front of your
organisation and relevant stakeholders. Before the implementation phase begins,
you need to check-up with the stakeholders for a general feedback for the plan.

8.1 Create a feedback form to send to the various stakeholders to evaluate the
marketing plan. The form should also include:

 Organisation name and logo

 Brief recap on the contents of the presentation
 Area for general feedback and critiques for the overall plan
 Space for critiques and
 Recommendations for amendments

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STAKEHOLDER PROJECT EVALUATION FORM

Your Name:
Your Role on the Project:
Project:
Project Manager:

Please rate on following statements from 1-3 , where 1 is strongly disagree, 2 is neither
agree or neither disagree, 3 is strongly agree. If you are unable to evaluate particular
statement, select N/A

Statements Ratings Comments

The Project led and motivate 3 2 1 N/A
project team
The Project assertive but 3 2 1 N/A
demonstrate self control
The Project was open for 3 2 1 N/A
suggestion and comments
The Project was made according 3 2 1 N/A
to project decision
The Project objective was clear 3 2 1 N/A
The Project was well supported by 3 2 1 N/A
the management
The Project meetings were 3 2 1 N/A
effective
The Project Management was
effective
The Technical Execution
Strategies was effective
Critiques and Recommendations:

Feedback:

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Task 9
Reference (3marks)
A comprehensive list of references must be included. Failure to include this will
result in the report not being marked.

THEODORE, Sarah. RTD coffee, tea creates a buzz. Beverage Industry. Feb 2005; 96; 2; p.16.
Accessed via ABI/INFORM Global.

POPP, Jamie. Leading in a healthy direction. Beverage Industry. Dec 2007; 95; 12; p.22. Accessed via
ABI/INFORM Global.

THEODORE, Sarah. Surprising suggestions from teens. Beverage Industry. Vol.96, no 7. Jul 2005.
p.4.

The Coca-Cola Company. (Company Profle). Datamonitor. Jun 2005.

HANNAFORD, Steve. Industry Brief, Beverages I. Oligopolywatch.

http://www.oligopolywatch.com/2003/04/21.html.

The Coca-Cola Co. (Company Profle). Global Market Information Database Jul 20, 2009.

Task 10
Appendix (3marks)

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