Coca-cola marketing communication

Integrated Marketing Communication

For: Miss Kanchini

1 | P a g e S E G i U N I V E R S I T Y I N T E R G R A T E D M A A R K E T I N G

Acknowledgment

This course work is done to critically discus the integrated marketing communication model in

association to the Coca-Cola company this will involve in highlight the definition the pros and

cons and how Coca-Cola practice the model the report will include 5 parts ,Introduction of the

coursework, Literature review on relevant subjects, Critical evaluation of the subject with

arguments and examples, relevant models and/or diagrams will be included , Conclusion and

recommendation will be part of the report the IMC is one of the most common and widely use

model in present time because before most marketers did not use any additional promotional

marketing communicational tools.

B Y K a b i r u A h m e n d S h a h i r S C M 0 1 3 6 2 1


Table of ContentsAcknowledgment.........................................................................................................................................1

Chapter 1.....................................................................................................................................................3

Introduction.................................................................................................................................................3

Chapter 2.....................................................................................................................................................4

Literature Review....................................................................................................................................4

Chapter 3.....................................................................................................................................................5

Criticality evaluation of IMC with arguments and examples...................................................................5

Characteristics of IMC..................................................................................................................................5

The objectives of IMC..................................................................................................................................6

Advantages and disadvantages...................................................................................................................6

Chapter 4.....................................................................................................................................................7

Conclusions..................................................................................................................................................9

Bibliography...............................................................................................................................................10



Chapter 1

Introduction

The concept of the integrated marking system that which is consisting of very different

marketing tool ,involving of coordinating the various promotional elements and other marketing

activities that communicate with firm’s customers .it also used for planning that recognize the

added values of a comprehensive plan that evaluates the strategic roles of a variety of

communication disciplines (The American Ass. Of Advertising Agencies (1989)) some writers

defined it as the use of multiple communications

But so far the most correct or reasonable definition is that IMC in a IMC is a strategic business

process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand

communication programs over time with consumers, customers, prospects, and other targeted,

relevant external and internal audiences.” Don Schultz and Heidi Schultz (1998)

the IMC can be a planning and execution of all types of advertising –like and promotions like

messages selected for a brand service or company in order to meet a common set communication

objectives or more particularly to support a single ‘positioning ‘marketers believe that the key to

IMC is planning and the ability is to deliver a consistent message (Percy, 2008)

The IMC is a communication tools that all work together and is said to work better if put

together providing the speak with one voice at all times, the IMC consist of various levels of

communications such as Horizontal, Vertical, internal ,external, and data (Schultz & Lauterborn,

2007)

As all concept or processes have their benefits so is IMC the report will be looking at the benefits

as well as barriers to IMC and in connection to Coca-Cola Company,



Chapter 2

Literature Review

The literature review begins with a brief introduction of the model involved and the company

involved in the early years during the 1980s (George E.Belch, 2007) many companies in that

decade was characterized by the rapid development of areas such as sales promotion ,direct

marketing and public relations which began challenging advertising’s role as the dominant form

of marketing communications in those times marketers did use additional promotional and

marketing communicational tools but sales promotion and direct-marketing agencies as well as

package design firms were generally viewed as secondary services and often used on a pre-

project basis. (George E.Belch, 2007)

A brief history of the Coca-Cola Company

The great industry leader Coca-Cola was invented in 1886 by John Pemberton, like all great

inventions it was also made by accident the creator was in his lab at Atlanta, Georgia, Pemberton

was actually try to find and make a remedy for a headache, but the moment he added the extra

incident to his mixture his special syrup with carbonated water, and some loyal customers tried

the result, coca cola was born he realized that he had the makings of a popular soda fountain

beverage. And the cool name and famous red and while logo was brought to life by his book

keeper, that has become Coca Cola's signature logo. (Abbette, 2012)

like every great product Coca-Cola was faced with some enemies but being probably the

world's most recognized product (and certainly its most popular soft drink) it did not matter what

anyone said about Coca-Cola its origin, has spawned a wide variety of popular fantasy tale

about its effects, and the ingredients used in Coke's famous "secret formula:" Most of these

stories , such as the ones about Coca Cola dissolving teeth myth , it’s said to have contraceptive

powers, or the assertion that 1985s New Coke debacle was a Machiavellian gambit to divert



attention from a change from the original formula, are baseless. But the most frequently heard

story, that Coca-Cola originally contained cocaine, but till today it’s still remain as a confirmed

myth (Abbette, 2012)

Chapter 3

Criticality evaluation of IMC with arguments and examples.

Characteristics of IMC

The IMC has been adopted by both small and medium size companies and has become more

famous among firms and marketing consumer products and service as well as business –

business market there are number of reasons which this paper will discuss on the reasons why

marketers are adopting the IMC approach the most important reason is that they understand the

value of strategically integrating the various communication functions rather than having them

operate automatically (Percy, 2008)

The role of advertising and promotions in IMC

As noted earlier the main reasons traditional advertising agencies originally took the lead in

managing IMC was because that was where most of the marketing communication money was to

be found but now things have change (Percy, 2008)

As earlier said IMC is planning concept so the easy answer to the question of what is exactly the

role of advertising in IMC? The answer is that the traditional advertising fits there is the most

effective communication with the target audience (Percy, 2008)

Another question still unanswered is what is advertising? it is basically a direct feedback or a

talk back i.e. television commercials include direct response 800 number or to ask consumer to

look for coupon in the newspaper and actually show the coupon .so the million dollar question

here, is this advertising or promotion in the past advertising has been traditionally delivered via

measured media television,radio,newspaper,magazines,outdoor. (Percy, 2008)



The objectives of IMC

The IMC objectives are statements or what various aspect of IMC program will accomplish.

They should be based on the particular communications tasks required to deliver the appropriate

messages to the target audience

Managers must be able to translate general marketing goals into communications goals and

specific promotional objectives

The market segments the firm wants to target and the target audience

The product and its main features, advantages ,uses, and application

The company’s and competitors brands (sales and market share in various

segments ,positioning, competitive strategies, promotional expenditures creative and

media strategies and tactics)

Ideas on how the brand should be positioned and specific behavioral responses being

sought

(Blech & Michael, 2007)

Advantages and disadvantages Advantages Disadvantages

they argue that maintaining control of the entire

promotional process achieves greater synergy

among each of communications program elements

Opponents say the providers become involved in

political wrangling over budgets

They also note that it is more convenient for the

client to coordinate all of its marketing efforts

Agency involved in IMC do not communicate with

each other as well and as often as they should

An agency with integrated marketing capabilities They do not achieve synergy



can create a single image for the product or

service and address everyone.

They IMC claim that agencies efforts to control all

aspect of the promotional program are nothing

more than an attempt to hold on to business that

might otherwise be lost to independent providers

(Blech & Michael, 2007)

Chapter 4IMC model

The seven levels of IMC


review marketing plan

Analysis of promotional program situation

Analysis of communication process

Budget determinations

Develop intergrated marketing communication program

Advertising direct marketing

iterative internet

marketing

sales promotions PB/publicity personal

selling

Promotional mix


(George E.Belch, 2007)

Coca-Cola is using all elements of promotion,

1. Advertisement- Coca-Cola still prefer to put up in the traditional media such as TV,

newspapers, bus stops, billboards magazines, and trains. The company is also using the new

methods such as websites and blogs to supply more information about the company and its

products. (tempate, 2011)

2. Public relation- Coca-Cola company has its own personal website were customers and

consumers can check out press releases, executive speeches, and statements which addresses

law-suits, rumors, stories, and etc.

Coca-Cola supports World Wildlife Fund, with a Coca-Cola campaign for the Polar Bear’s

home, the company ties in the branded image of “Coke Polar Bear” with the concern for the

environment. The company started to manufacture more than 1.4 billion white coke cans, the

company will also committed to raise 3 million for the fund between November 1- March 15,

2012. The company will donate 2 million and will raise 1 million from public donation, by

texting the package code to 357357 and $1 will donate to the fund. (tempate, 2011)

3. Sales promotion- Coca-Cola has a website called “My Coke Reward", you can find tons of

coupons, rewards, gifts, free vacations, and so much more


intergrate and implement marketing communications strategies

monitor ,evaluate and control intergrated marketing communications program


4. Personal selling- Cola-Cola has highly trained sales team; the company primary used personal

selling for business to business sales. The company sells its products to retail stores using

intermediaries; it can also be called Interpersonal communication, direct- face to face

communication. Coca- Cola also sells its products to restaurants, part of the restaurants sell only

Coca-Cola Coke. (tempate, 2011)

Conclusions To conclude on this case study it shows that as the marketers become more sophisticated and

developed a better understanding of IMC they are recognizing that it involves more than just

coordinating the various elements of their marketing and communications

And the IMC has its advantages even though their some disadvantages that may be routed to

different agencies ,And the company involved such as Coca-Cola uses a variety of promotional

mix such as advertisement, public relations, personal selling and sale promotions.



Bibliography.Shimp, T. A. (2010). Advertising ,promotion,and other Aspect of IMC . Canda: Nelson Education .

Blech, G. E., & Michael, B. A. (2007). Advertising And promotion . San Diego State University : McGraw-Hill companies .

Koekemoer, L. (2004). marketing communications . south africa : Juta and Co.Ltd.

learning, M. (2009). multimedia marketing . Retrieved november 1, 2012, from MMc website: http://www.multimediamarketing.com/mkc/marketingcommunications/

Percy, L. (2008). Strtegic intergrated markeing communications . In L. Percy, Strtegic intergrated markeing communications (pp. 11-12). burlignton USA: ELsevier Inc.

Schultz, S. a. (1998). Defination of IMC. Intergrated marketing Communications .

Schultz, T., & Lauterborn. (2007). markeitng intergation. In E. s. Bonnye , S. S. Marilyn, & S. Aurence, Integrated Business Communication In Global Market place (p. 154). Chichester: John Wiley & sons.

tempate, E. (2011, november 6). Intergrated Marketing Communication. Newyork.


Coca-cola marketing communication

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