constitute internationally well-known brands. The company also catered products which arespecifically produced and marketed in the country only(Rundle-Thiele, Dietrich and Kubacki2017). The products which are included in the portfolio of Coca Cola Amatil are soft drinks,water, sports drinks, RTD tea, coffee, flavoured milk, energy drinks and coffee. Productslike ready to consume fruits are also available. Here are around 400 different brands that arecatered under the Coca Cola brand. The company has been increasing its product mix so that it can generate a higher percentage ofsales and help in boosting the profits. Further, the packaging of the productsis done indifferent sizes so that they can appeal to a certain group of consumers (Vidler et al. 2018). thecompany has been introducing newer flavoursso that they can further expand their productmix and increase their profitability. However, the differentiation of the products in the Coca Colaportfolio is found to be low and it is crucial for the organization to include certain uniqueproducts which will help the company to survive the competitiveness.4.2 PriceThe prices of the beverages are kept considering the prices of the closest competitors of CocaCola Amatil. Hence the pricesare not too high or low. This strategy is adopted considering thatin case there is a high price of the product the average customer will not be able to afford theproduct while if the price is too low then the quality of the product will be under question(Rundle-Thiele, Dietrich and Kubacki 2017). The main pricing strategy which has been adoptedby the company is aiming the brand loyaltyof the customers. In the recent ties according to themarket reports the competition in between the Coca Cola products has been facing highcompetition with the other brands. Thus it was decided that with the increase in the purchase of the product the pricesof theproduct will be reduced. This allowed the customers and the vendors buying the products in bulkin order to obtain the lower price rather than the single products for Coca Cola(Wilson 2017).
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Further, due to a large variety of the products which are manufactured by the company, the pricesof the product are planed on the basis of the market as well as the geographic segment. This willresult in different price strategies depending on the different sub-brand.4.3 Place Coca Cola Amatil is found to have an extensive distribution system for the beverages. Theproducts were sold in different countries with 1.9 billion serving almost every day. In addition,the company also relies on its partner who assists in the bottling and packaging processof theproduct. There are many marketing and distribution channelswhich are utilized by thecompany so that it can easily reach the customer (Rundle-Thiele, Dietrich and Kubacki 2017). Inaddition, they also take several marketing initiatives. Once the bottling, packaging andmanufacturing of the products are completed they are finally distributed to the vending partners.
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