Marketing wk 2 Essay Example | Topics and Well Written Essays - 1250 words

Marketing wk 2 - Essay Example Price: Price plays equally a crucial part in product marketability. Pricing of products depend on their availability. If a product and its types are easily available in the marketplace, its pricing would be elastic, which means the unit sales would rise or fall with the change in its price. In comparison such products that are scare in availability but have robust demand would exhibit inelastic pricing behavior, which means product sale won’t be impacted with any fall or rise in its price (Jones, 2007). Place: A product can be made available through different distribution mediums such as retail outlets, via mail, through download from the internet, on a ship or any easily deliverable platform. The speed of making products available and choices for ordering a product offered to customers can affect the sales volume as per the facilities offered by the seller (Jones, 2007). Promotion: Promotion is related to any medium used for finding market for your products. Advertising, publ ic relations, point-of-sale displays, and word-of-mouth promotion are all different promotional tools. Promotion brings the prospective buyers and sellers closer to clinch the deal. Budget decides a promotional strategy for the kind of product being sold and availability of that promotional medium (Jones, 2007). Understanding the marketing mix is as relevant today as it was in the past. It is the marketing parameter to test the working of all the bases in a marketing initiative (Jones, 2007). Company Introduction Coca-Cola Amatil Limited (CCA) is a big soft drink company in the FMCG industry sector that produces many types of soft drinks in Australia. Its products are Coca-Cola, Diet Coke, Powerade Sportswater, Disney Cordial, Fruita, Fruitopia 100% Fruit Juice etc., including bottled water â€Å"Mount Franklin† that has been available since 1991. Mount Franklin is pure spring water without adding any flavour into the water, taken from beneath the ground, travelling through r ock layers of three natural sources in Australia; 1. Mount Franklin (Victoria) 2. The central Cost (NSW) 3. Perth region (Coca-Cola Amatil Ltd [CCA], 2003). CCA has been using the marketing mix tactics for all products, particularly Mount Franklin. Marketing Mix Tactics of CCA 1.1 Product Tactics 1.1.1 Product Quality The most important tactic, which CCA uses to satisfy their customer, is the product’s quality. As tap water can be used for drinking, and there is a rival such as H2go, CCA has become more alert on their product quality. The benefit of Mount Franklin, which CCA provides to customers, is the quality of still water. It means that customer can be sure on health grounds when they get fresh clean water, which is Mount Franklin (Griffin, 2004). As being fresh, clean and healthy is the significant image of the product, CCA has to ensure the water quality of the source of still water. CCA has appointed a professional hydrologist expert scientist to study the aquifer, th e layer of rock or sediment which carries the water and looking at the quality and quantity of water available (Griffin, 2004). Moreover, CCA is not depending solely on the nature to guarantee the purity of the water. Therefore, Mount Franklin water is passed through