Imc cocacola coca cola the coca cola company scribd. Jun 17, 2010 in imc plan there are three campaigns which would be carried for the whole year by coca cola. Pdf this research study is unique in measuring the comparative effectiveness of imc tools used by coca cola. Pdf comparative analysis of effectiveness of cocacola. This case study examines the coca cola imc approach as described in the cola war blog. I have had the pleasure of working with sadaf for several years in her capacity of head of imc for pakistan. Mar 10, 2015 this case study examines the coca cola imc approach as described in the cola war blog. Boost sales based on the predicted overtaking of carbonated drinks by health drinks by 2015. Jun 15, 2015 as discussed in the previous post, the imc for cocacola life uses a few key tools to communicate the marketing message of the product and convert new consumers to the brand. Communication tools of coca cola coca cola promotion. Integrated marketing communication tools used for cocacola. The support my school campaign along with ndtv has sachin tendulkar as the brand ambassador.
The packaging has been designed around the brief consider the creation of a new concept form of beverage packaging container for. Coca cola uses a combination of themes and concepts all designed to drive sales for its products. Additionally, a media plan and methods of evaluating the success of this imc plan are described. Coca cola has done an exceptional job in the development and implementation of an imc plan. An effective integrated marketing communications approach that is deployed and maintained is an essential modern business requirement perner, 2008. Presentation flow introduction brands of coca cola the promotional mix. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Wvu imc graduate and global marketing director for coca cola freestyle, scott cuppari, talks about integrated marketing communications at the prssa 2015 national conference. The blog is titled red bull and pepsico success through integrated marketing communications imcs. On may 8, 2011 coca cola celebrated its 125th anniversary. Coca cola s headquarters are in atlanta, georgia, in america.
Resources are allocated to achieve those outcomes that the firm values the most. The coca cola imc messaging has established a longing for the product that supersedes the desire for that typically associated with a. Change cocacolas brand image towards more globallocal responsible attitude. Following the success of the coke side of life coca cola released its open happiness campaign in the united states in the later part of the year 2009 and was. In this role sadaf played an instrumental part of making coca cola pakistan the amazing success it is today. Apr 11, 2016 what are integrated marketing communications imc strategies. Created using powtoon free sign up at create animated videos and animated presentations for free. Communication tools of coca cola free download as powerpoint presentation. Heres how coca cola keeps its marketing strategy focused. Its not the best sample marketing plan or business plan in the world, but it will give you idea about how a marketing plan imc or business plan works and is constructed.
Integrated marketing communications imc portfolio for. The more you insert efforts in the marketing plan, the more growth in business will be achieved. The communication plan is adapted regarding the market, the society, the potential, the. Coca cola integrated marketing communicationscoca cola has established itself as a player on the largescale stage as a direct outcome secondary to the comparative importance of the components of the integrated marketing communications mix. Cocacola integrated marketing communications t1 2016. Integrated marketing communication plan templates can be used when you need to talk to your customers about the benefits of a product or brans that you intend to sell rather than just telling them to buy products from the brand. Effectiveness in integrated marketing communication. Objectives and strategies marketing objectives follow. Integrated marketing communication imc learning outcomes. Cocacola launches integrated marketing communication campaign for 2007. The coca cola brand is globally valued and recognized. All in all, coca cola company imc strategy is remarkable achievements, it record sales and revenue, brand.
Sadaf is one of our brightest your talents in the coca cola. For only the fourth time in its 128 years history, coca cola has introduced a new product variant to its hugely successful coca cola range. These initiatives include what markets to enter, what products to introduce and how to compete with other companies more effectively. In brief the purpose is to market a new innovative beverage packaging for coca cola.
Integrated marketing communications imc has emerged as the dominant approach used by companies to plan. Analysis of images and words used in coca cola advertising and their appeal. Through a combination of advertising in electronic media and out of home campaigns, coca cola. Integrated marketing communications and market planning. May 05, 2016 coca cola integrated marketing communications may 5, 2016 athena0905 with the advent of the era of digital, integrated marketing communications imc has become more and more important for organization. Imc of cocacola t1 2016 mpk732 marketing management.
This is dubbed integrated marketing communications, or imc for short, and is be. Best practice guidebook creating brand value through. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. The imc strategy for coca cola would depend on the nature of market and focus on the social. This plan will also include an advertising plan, promotions, personal selling, sponsorships and database programs. Additionally, a media plan and methods of evaluating the success of this imc plan. Coca cola company, on the other hand, operates under the pull strategy and directs its marketing efforts and communication to the final consumers, and therefore, does not have a necessity to generate sales leads. What are integrated marketing communications imc strategies. Integrated marketing communications imc portfolio for coca cola. Sep 20, 2015 the blog is titled red bull and pepsico success through integrated marketing communications imcs. Sep 07, 2016 the more you insert efforts in the marketing plan, the more growth in business will be achieved. Dissertation on integrated marketing communication of coca cola india and what changes can be considered in their promotional activity.
A strategic marketing plan for the cocacola amatil company. Some aspects of measuring integrated marketing communications imc 91 3. I need assistance completing a strategic plan for cocacola no more than 3,500 words i have to update my plan. And the question that follows at the end of the blog is to advice if imc is necessary. Through a combination of advertising in electronic media and out of home campaigns, coca cola is.
I am pleased to report that even as we transformed many aspects of our business. Hola is a unique and highend jewelry brand that wants to introduce beautiful fashion statement. Coca cola in 2015 matt curd matt curd page 1 marketing plan. Jun 22, 2016 an effective integrated marketing communications approach that is deployed and maintained is an essential modern business requirement perner, 2008. The integrated marketing communications of cocacola. Coca colas commitment to a campaign of audience engagement. Marketing communication mix of coca cola reveals imc strategy which is. From email marketing plan examples to event marketing plans, there are already a lot of ways on how businesses can prepare for the particular marketing activities that they will do to improve the current condition of the businesss image, market position, market reach, and brand. The imc strategy for coca cola would depend on the nature of market and focus on the social responsibility or societal marketing.
Introduction to cocacola life integrated marketing campaign. This content was copied from view the original, and get the alreadycompleted solution here. Imc coca cola free download as powerpoint presentation. May 29, 2016 coca cola is regarded as one of the most popular soft drink across the globe, with a large number of consumers helping it in gaining the position of the most popular soft drink. Below is a sample marketing plan also known as integrated marketing communications plan. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. And the question that follows at the end of the blog is to advice if imc is. Integrated marketing communications plan coca cola 1 cocacola imc plan this paper is a marketing plan that provides the objectives and strategies of the cocacola company in the effort of maintaining relevance and control in the beverage market by introducing a new product power play energy drink. Integrated marketing communication imc definition imc. Coca cola has more than 59 percent of market share in beverages industry mckay, 2009. In terms of successful outcome, coca colas imc approach has set a standard that offers a point of reference of desired triumph that is enviable across the industrial landscape. Marketing campaigns and imc principles of marketing. Integrated marketing communication imc involves the idea that a firms promotional efforts should be coordinated to achieve the best combined effects of the firms efforts.
Sample marketing plan imc integrated marketing communications. Tactical planning is a process by which companies determine and prioritize strategic initiatives. In imc plan there are three campaigns which would be carried for the whole year by coca cola. Because of this, coca cola has come up with long term objectives. This case study examines the coca cola imc approach as described in. Integrated marketing communication tools used for coca cola objective key elements brands of coca cola memorable slogans advertising direct marketing interactive marketing sales promotion public relations kotler, 2012 create a strategic emotional bond for coca cola. Dec 01, 2015 wvu imc graduate and global marketing director for coca cola freestyle, scott cuppari, talks about integrated marketing communications at the prssa 2015 national conference. As is the case with most large and mature companies, coca cola.
A comprehensive plan that evaluates the strategic roles of. It suitably follows the trend of health consciousness because of soft drinks and has acquired the fresh juice company odwalla. Doc integrated marketing communications plan red bull. Factors considered will include an examination of which components are expended in regards to. Coca cola has always been promoter of research and development, and time to time innovations in product formulas are visualized. May 09, 2016 imc of coca cola may 9, 2016 may 21, 2016 dthotave integrated marketing communications imc is an approach to marketing communications that seeks to engage with the customers from every front using different tools and strategies that convey a single and clear message with greater impact to the consumers. Red bull and pepsico success through integrated marketing. The marketing plan should be precise, but comprehensive and descriptive. This means accumulation of lots of data and lots of information. Coca cola is regarded as one of the most popular soft drink across the globe, with a large number of consumers helping it in gaining the position of the most popular soft drink. The green labelled sweetened with stevia cola of the trademark brand was first launched in south america in 20, in a move by coca cola.
Marketers use a marketing plan sometimes called an imc plan to track and execute a set of campaigns over a given period of time. Cocacola imc free download as powerpoint presentation. Within the coca cola companys global integrated marketing, communications and capabilities, global advertising strategy and content excellence is responsible for the companys content strategy. Imc in coca cola coca cola uses imc in order to communicate with its target. Today, coca cola is an internationally recognized soft drinks company with ambitious plans to further grow the brand. In these years coca cola has expanded its market from usa to the global industry. To create a perfect advertisement, not just the message, but also how well the message is communicated should be well thought of. Inform target audience about features and benefits of the new product. Having a great product available to your customers at a great price does absolutely nothing for you if your customers dont know about it. Factors considered will include an examination of which components are expended in regards to the integrated approach, the comparative importance of the components, component efficiency, and the overall success of the imc approach. In 2008 red bull created its own cola, red bull simply cola.
The communication plan is adapted regarding the market, the. In order to do this, the company uses integrated marketing communications imc, which is used to communicate with its target customersmarket. Jun 09, 2015 for only the fourth time in its 128 years history, coca cola has introduced a new product variant to its hugely successful coca cola range. Marketing plan coca cola assignment point pdf coca cola a study on the marketing strategies for. The green labelled sweetened with stevia cola of the trademark brand was first launched in south america in 20, in a move by cocacola amatil to reinvigorate the. The main focus was not on the entire product line of the group but for a new product, coke zero. Integrated marketing communications plan coca cola 1 coca cola imc plan this paper is a marketing plan that provides the objectives and strategies of the coca cola company in the effort. A theme might take the form of a slogan, such as coca cola. The author hereby certifies that this thesis titled effectiveness in integrated marketing communications. Ive covered all necessary parts in this marketing plan template with an example of coca cola, which should be addressed. The coca cola imc messaging has established a longing for the product that supersedes the desire for that typically. The psychographic factors provide the necessary information to coca cola, on the basis of which it can develop or modify its marketing strategy. Ive covered all necessary parts in this marketing plan template with an example of cocacola, which should be addressed.