The Life Trajectory of Social Marketing

Question: Discuss about the The Life Trajectory of Social Marketing. Ansewr: Introduction In this study, the assessment in done on the social marketing of the goods and services produced by Coca-Cola Amatil. It is very relevant for every profit making organization, government organization and for also the non-government and non-profit making organization to maintain social marketing of their products. In this study, the focus is on the social fact delivered by the company Coca-Cola Amatil is we must discourage drug, drink driving and also the use of mobile phones must be prohibited while driving (Kelly et.al. 2003). It is a social thought that is supported and spread by the company Coca-Cola Amatil in the markets of Australia as well as in other companies. The major focus of Coca-Cola Amatil is to do social welfare as it is important for the company well as for the people of Australia too and it can be possible by promoting that drinking and driving is not safe for the life. It is as social cause which uplifts the companys reputation in the markets of Australia. This campaign can be promoted through social marketing of Coca-Cola Amatil products (Andreasen, 2002). An overview of company Coca-Cola Amatil Coca-Cola Amatil was introduced in the year 1973 by the coca-cola company an it first plant is in Sydney in 1983. Coca-Cola Amatil is a company that also known as CCA. It is an independent company that is a producer of many mineral waters and soft drinks. This company was entered in the Australia beverage markets and industry by the year 1990. Now, this company is earning a good amount of revenues and the sale is also very good (Sigala, 2010). Coca-Cola Amatil has now gained licensed territories in Australia. The company main focus is now to engage itself in social marketing as it is the best cause that can help many companies to lift up in the markets of Australia. This company is promoting we must discourage drug; drink driving and also the use of mobile phones must be prohibited while driving (Priem, Hemminger, 2010). The campaign focus of Coca-Cola Amatil was launched in the year 1983, in which 68 % of the employees of Coca-Cola Amatil are engaged and reported. They said that they try to prevent the life of the people who drink and drive. It is the fact that drink also includes drugs and mobile phones (Weitzer, 2007). Coca-Cola Amatil is promoting many campaigns that supports that drink and drive is not safe hey also merge with the department of transportation of Australia to keep the records of number of accident takes place due to drink and drive (Carrigan, Attalla, 2001). The tagline of the campaign includes: "Drinking Driving Can Kill a Friendship" and "Friends Don't Let Friends Drive Drunk." In this way, they are motivating the youth of the Australia to dont drink and drive (Wymer, 2011). It is promotion for the road safety as it is not only harming your own life but also the lives of other people. There are some strict rules imposed by the government of Australia that the drivers are not at all allowed to drink before driving (Andreasen, 2003). The motive of campaign is to promote a positive reason to not drink because may be there will something better that god has planned to be happened tomorrow. In this way, Coca-Cola Amatil merge with many small NGOs to promote the same cause. Through this report, the company Coca-Cola Amatil wants to aware the youth of Australia that lives of people are very important that is not only for them but also for the other people who loves them. In this way, this study will help to promote the cause of the safe driv ing to the people who are indulging in drinking habits (Carrigan, Attalla, 2001). Price The pricing for the products of Coca-Cola Amatil is done according to the geographic segment and market of Australia. Each sub brand of Coca-Cola Amatil has a different pricing strategy. It is also related to pricing strategy of competitors who give direct competition to the Coca-Cola Amatil. Place Coca-Cola Amatil is one of the famous soft drink in the markets of Australia. The distribution system of this company is very effective as they use new techniques in the distribution channels. They try to capture every part of Australia by effective distribution. Promotion Coca-Cola Amatil uses various promotional and advertising strategies so that the demand can be created. They associate the lifestyle and behavior of the people with the brand promotion so that the customers can relate with the products People The customers of Coca-Cola Amatil are present in all over the markets of Australia. The customers are very much fond of this brand that they cannot switch to any other brand easily. Swot Analysis Strength String relationship with the government and stakeholders of the company It is involved in the collaborative alcohol campaigns Visible promotions of the dont drink and drive campaigns Creation of new techniques to promote the social cause Help form the employees and other members who are working with Coca-Cola Amatil (Schultz et.al. 2007) Weakness There is a misconception that awareness leads to change in the behavior of the people There is a lack of research to target the real market There is also lack in the comprehensive approach to how to initiate the campaigns that are effective (Vogel, 2005) There is an involvement of Traditional fear campaigns that are not effective (Maignan, Ferrell, Ferrell, 2005) Opportunities They can create positive campaigns on the promotion of dont drink and drive They can target the population who are indulge in such activities They can utilize social media to promote and spread the ideas to a wider audience They can also involve primary health care options (King, 2011) Threats The alcohol industries are the opposition party for Coca-Cola Amatil Many people are against of this campaign who are demoralizing the other individuals The campaigns many times reach to saturation pints where nobody take interest and ignored by many individuals (Peloza, 2009). Justification of an Appropriate Target Market The target market for this campaign is the people who are involve in the drink and drive activities. The focus of Coca-Cola Amatil is to found out such people who are promoting such actives and also involved. They have to do the research and market survey for the same to find out and target to those people. The research and development department of the company Coca-Cola Amatil helped out in the research part (Witte, Allen, 2000). The target market can be other people related to those who drink a lot while driving. They can be the family members, friends and other people. This can be done through motivating the people related to such individuals who can give information and remove this habit of drink and drive (Maignan, Ferrell, Ferrell, 2005). Type of behavior Coca-Cola Amatil wants to create The Type of behavior Coca-Cola Amatil wants to create is that there must be no accident takes place on the roads of Australia due to drink and drive; this is the main motive f the company to promote safe driving habits among the people of Australia. This can be achieved only when the campaign started by Coca-Cola Amatil becomes successful and people started to follow the road safety rules (Margolis, Walsh, 2003). The benefits of such behaviors by Coca-Cola Amatil Coca-Cola Amatil is promoting many campaigns that support that drink and drive is not safe. They also merged with the departments of transportation of Australia to keep the records of number of accident takes place due to drink and drive. The tagline of the campaign includes: "Drinking Driving Can Kill a Friendship" and "Friends Don't Let Friends Drive Drunk." The number of accidents takes place on the roads due to drink and drive will decrease (Van den Bulte, Lilien, 2001). The people become more aware for their lives and other people lives related to them. The consumption of alcohol and drugs become less. People will start taking care of their lives and health (Aguinis, Glavas, 2012). Messages used by Coca-Cola Amatil We must discourage drug, drink driving and also the use of mobile phones must be prohibited while driving (Pealoza, Venkatesh, 2006). "Drinking Driving Can Kill a Friendship" and "Friends Don't Let Friends Drive Drunk." Dont drink and drive Stay alive dont drink and drive (Wilkie, Moore, 2003) Evaluation of the effectiveness of the campaign The effectiveness of the campaign can be evaluated through We can ask from the Police about the rate of accidents takes place due to drink and drive (Carrigan, Attalla, 2001). We can also from the Hospitals that how many patients are admitted Coca-Cola Amatil can ask to the Research development department to gather the information and data regarding the accident (Sheth, Parvatiyar, 2002) Feedback can be gathered from the local people Check out through patrolling (Vaaland, Heide, Grnhaug, 2008) Conclusion The main aim of this campaign by Coca-Cola Amatil is to promote the awareness about "dont drink during drive "campaign. The company is very much encouraged and wants to promote alcoholic free driving. The aim of this report is to promote the ways that many companies that are either government or non-government companies can adopt to promote such positive factors to the societies. This can also help them in promotion of their own goods and services. It is the best way to have sustainable growth in the company. Through this report, the company Coca-Cola Amatil wants to aware the youth of Australia that lives of people are very important that is not only for them but also for the other people who loves them. In this way, this study will help to promote the cause of the safe driving to the people who are indulging in drinking habits. Drugs and mobile phones are the second cause due to which the road accidents take place. So the companys other focus is to remove the use of drugs and mobile phones while driving. References Aguinis, H., Glavas, A. (2012). What we know and dont know about corporate social responsibility a review and research agenda. Journal of management, 38(4), 932-968. Andreasen, A. R. (2002). Marketing social marketing in the social change marketplace. Journal of Public Policy Marketing, 21(1), 3-13. Andreasen, A. R. (2003). The life trajectory of social marketing: some implications. Marketing Theory, 3(3), 293-303. Carrigan, M., Attalla, A. (2001). 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