The vending partners assist the company in the distribution of the product. This distributionprocess is observed to be specific to the distribution systemfollowed by the FMCG. In mostcases, the products from the distributors are further transported to the wholesalers who areresponsible 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 aspromotional strategies. This helps in the creation of demands among the customers. The demandis 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 orfestivals in a particular country in order to increase the popularity of the products. One of thestrategies Coca Cola Amatil uses for the marketing of the product is through gaining theemotional benefit of the customers. For this CSR toolis been used(Rundle-Thiele, Dietrich andKubacki 2017). As a part of the CSR activities, the company helps in supporting variousenvironmental as well as social issues all around the world. Through the use of well-known facesof celebrities and sportsperson, the company markets the products to different groups ofcustomers. The company also provides price discounts and certain allowance to the distribution as a part ofthe sales promotion process(Sacks et al. 2015). In order to increase the flow of the differentproducts 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 customeraccording to which they adapt their marketing process (Rundle-Thiele, Dietrich and Kubacki2017). Additionally, Coca Cola Amatil also participates in the major sponsorshipsof nationalevents like NASCAR, FIFA World Cup and Olympic Games as a part of their marketingstrategies. The company emphasizes on the shelf spaces in the supermarkets so that they havehigher visibilityof the different ranges of products. 5. Conclusions and Recommendations Thus the above study reflects that Coca Cola Amatil has been taking several initiatives inreaching the customers and marketing of their products. The analyses the macro and themicroenvironmental factors that affected the retailing of the ranges of products manufactured byCoca Cola Amatil. The various strategies adopted to introduce the product in the domestic aswell as in the domestic market have been discussed. The company has been changing its mode ofentry and development on the basis of the changing needs of its customers. The brand has beeninitiating creative ideas so that it can grow and its profitability increase. This has allowed thecompany to survive in spite of the various competitions in the existing market as well as in theinternational market. The study also describes two of the important component that allowed themto grow consistently in their business. They are the customers and the suppliers that helped thecompany in reaching more number of consumers.
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