The vending partners assist the company in the

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The vending partners assist the company in the distribution of the product. This distribution process is observed to be specific to the distribution system followed by the FMCG. In most cases, the products from the distributors are further transported to the wholesalers who are responsible for the retailing of the items on a regular basis. 4.4 Promotions For the promotion of the products, Coca Cola has adopted different advertising as well as promotional strategies. This helps in the creation of demands among the customers. The demand is based on the style and behaviour and hence the advertising targets value-based advertising . There is the time the advertising of the Coca Cola product is done based on certain event or festivals in a particular country in order to increase the popularity of the products. One of the strategies Coca Cola Amatil uses for the marketing of the product is through gaining the emotional benefit of the customers. For this CSR tool is been used (Rundle-Thiele, Dietrich and Kubacki 2017). As a part of the CSR activities, the company helps in supporting various environmental as well as social issues all around the world. Through the use of well-known faces of celebrities and sportsperson, the company markets the products to different groups of customers. The company also provides price discounts and certain allowance to the distribution as a part of the sales promotion process (Sacks et al. 2015). In order to increase the flow of the different products in the market, the company also adopts strategies like using social media platform and
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customer surveys in online forums which allows them to identify the needs o the customer according to which they adapt their marketing process (Rundle-Thiele, Dietrich and Kubacki 2017). Additionally, Coca Cola Amatil also participates in the major sponsorships of national events like NASCAR, FIFA World Cup and Olympic Games as a part of their marketing strategies. The company emphasizes on the shelf spaces in the supermarkets so that they have higher visibility of the different ranges of products. 5. Conclusions and Recommendations Thus the above study reflects that Coca Cola Amatil has been taking several initiatives in reaching the customers and marketing of their products. The analyses the macro and the microenvironmental factors that affected the retailing of the ranges of products manufactured by Coca Cola Amatil. The various strategies adopted to introduce the product in the domestic as well as in the domestic market have been discussed. The company has been changing its mode of entry and development on the basis of the changing needs of its customers. The brand has been initiating creative ideas so that it can grow and its profitability increase. This has allowed the company to survive in spite of the various competitions in the existing market as well as in the international market. The study also describes two of the important component that allowed them to grow consistently in their business. They are the customers and the suppliers that helped the company in reaching more number of consumers.
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