The communication plan is adapted regarding the market, the society, the potential, the. Hola is a unique and highend jewelry brand that wants to introduce beautiful fashion statement. Objectives and strategies marketing objectives follow. 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. This paper was written in order to develop a marketing strategy for the coca cola amatil group ccl. Mar 10, 2015 this case study examines the coca cola imc approach as described in the cola war blog. Best practice guidebook creating brand value through.
These initiatives include what markets to enter, what products to introduce and how to compete with other companies more effectively. Some aspects of measuring integrated marketing communications imc 91 3. Communication tools of coca cola free download as powerpoint presentation. Sep 07, 2016 the more you insert efforts in the marketing plan, the more growth in business will be achieved. Imc of cocacola t1 2016 mpk732 marketing management. Created using powtoon free sign up at create animated videos and animated presentations for free. Ive covered all necessary parts in this marketing plan template with an example of cocacola, which should be addressed. 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. Coca cola s headquarters are in atlanta, georgia, in america. Integrated marketing communications and market planning. The marketing plan should be precise, but comprehensive and descriptive. This plan will also include an advertising plan, promotions, personal selling, sponsorships and database programs.
Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. Boost sales based on the predicted overtaking of carbonated drinks by health drinks by 2015. This content was copied from view the original, and get the alreadycompleted solution here. Sep 20, 2015 the blog is titled red bull and pepsico success through integrated marketing communications imcs. Additionally, a media plan and methods of evaluating the success of this imc plan. The coca cola imc messaging has established a longing for the product that supersedes the desire for that typically. 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. Marketing communication mix of coca cola reveals imc strategy which is.
Through a combination of advertising in electronic media and out of home campaigns, coca cola. Analysis of images and words used in coca cola advertising and their appeal. What are integrated marketing communications imc strategies. 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. Marketing campaigns and imc principles of marketing. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states.
I need assistance completing a strategic plan for cocacola no more than 3,500 words i have to update my plan. The more you insert efforts in the marketing plan, the more growth in business will be achieved. Wvu imc graduate and global marketing director for coca cola freestyle, scott cuppari, talks about integrated marketing communications at the prssa 2015 national conference. Integrated marketing communication tools used for cocacola. 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.
Change cocacolas brand image towards more globallocal responsible attitude. Coca cola uses a combination of themes and concepts all designed to drive sales for its products. The coca cola imc messaging has established a longing for the product that supersedes the desire for that typically associated with a. On may 8, 2011 coca cola celebrated its 125th anniversary. Coca colas commitment to a campaign of audience engagement. And the question that follows at the end of the blog is to advice if imc is. The coca cola brand is globally valued and recognized. Red bull and pepsico success through integrated marketing.
Imc in coca cola coca cola uses imc in order to communicate with its target. Jun 17, 2010 in imc plan there are three campaigns which would be carried for the whole year by 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. Introduction to cocacola life integrated marketing campaign. Dissertation on integrated marketing communication of coca cola india and what changes can be considered in their promotional activity. 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.
Marketing plan coca cola assignment point pdf coca cola a study on the marketing strategies for. The psychographic factors provide the necessary information to coca cola, on the basis of which it can develop or modify its marketing strategy. A theme might take the form of a slogan, such as coca cola. A strategic marketing plan for the cocacola amatil company.
Coca cola in 2015 matt curd matt curd page 1 marketing plan. 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. 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. Integrated marketing communications imc portfolio for. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. 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 kotler. Ive covered all necessary parts in this marketing plan template with an example of coca cola, which should be addressed. The author hereby certifies that this thesis titled effectiveness in integrated marketing communications. Sadaf is one of our brightest your talents in the coca cola. Cocacola integrated marketing communications t1 2016. As is the case with most large and mature companies, coca cola.
In imc plan there are three campaigns which would be carried for the whole year by coca cola. Coca cola has more than 59 percent of market share in beverages industry mckay, 2009. Tactical planning is a process by which companies determine and prioritize strategic initiatives. The packaging has been designed around the brief consider the creation of a new concept form of beverage packaging container for. In these years coca cola has expanded its market from usa to the global industry. 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. I am pleased to report that even as we transformed many aspects of our business. The imc strategy for coca cola would depend on the nature of market and focus on the social responsibility or societal marketing. Sample marketing plan imc integrated marketing communications. This case study examines the coca cola imc approach as described in the cola war blog.
Doc integrated marketing communications plan red bull. Today, coca cola is an internationally recognized soft drinks company with ambitious plans to further grow the brand. It suitably follows the trend of health consciousness because of soft drinks and has acquired the fresh juice company odwalla. Integrated marketing communications imc has emerged as the dominant approach used by companies to plan. 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. This means accumulation of lots of data and lots of information. This is dubbed integrated marketing communications, or imc for short, and is be. Integrated marketing communication imc learning outcomes. To create a perfect advertisement, not just the message, but also how well the message is communicated should be well thought of. An effective integrated marketing communications approach that is deployed and maintained is an essential modern business requirement perner, 2008. Pdf this research study is unique in measuring the comparative effectiveness of imc tools used by coca cola. Below is a sample marketing plan also known as integrated marketing communications plan. The support my school campaign along with ndtv has sachin tendulkar as the brand ambassador.
It created a market segment unlike traditional colas, by using only 100%. Cocacola launches integrated marketing communication campaign for 2007. 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. I have tried to cover the details of mass communication, advertising, sales promotion, online marketing, direct selling, television commercials, print ads, public relations, crisis communication, strategic communication, strategic planning etc in this project. 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. In 2008 red bull created its own cola, red bull simply cola. Imc cocacola coca cola the coca cola company scribd.
Marketers use a marketing plan sometimes called an imc plan to track and execute a set of campaigns over a given period of time. Communication tools of coca cola coca cola promotion. 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. Because of this, coca cola has come up with long term objectives. The main focus was not on the entire product line of the group but for a new product, coke zero. The blog is titled red bull and pepsico success through integrated marketing communications imcs.
Imc coca cola free download as powerpoint presentation. Resources are allocated to achieve those outcomes that the firm values the most. A comprehensive plan that evaluates the strategic roles of. 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. Apr 11, 2016 what are integrated marketing communications imc strategies. 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. 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. Heres how coca cola keeps its marketing strategy focused. Coca cola has done an exceptional job in the development and implementation of an imc plan. In order to do this, the company uses integrated marketing communications imc, which is used to communicate with its target customersmarket. Additionally, a media plan and methods of evaluating the success of this imc plan are described. The integrated marketing communications of cocacola. I have had the pleasure of working with sadaf for several years in her capacity of head of imc for pakistan. Presentation flow introduction brands of coca cola the promotional mix.
Inform target audience about features and benefits of the new product. Cocacola imc free download as powerpoint presentation. And the question that follows at the end of the blog is to advice if imc is necessary. In brief the purpose is to market a new innovative beverage packaging for coca cola. 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. Integrated marketing communications imc portfolio for coca cola.
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. 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. Pdf comparative analysis of effectiveness of cocacola. Jun 22, 2016 an effective integrated marketing communications approach that is deployed and maintained is an essential modern business requirement perner, 2008. Within the coca cola companys global integrated marketing, communications and capabilities, global advertising strategy and content excellence is responsible for the companys content strategy. Integrated marketing communication imc definition imc. The imc strategy for coca cola would depend on the nature of market and focus on the social. Coca cola has always been promoter of research and development, and time to time innovations in product formulas are visualized. Factors considered will include an examination of which components are expended in regards to.
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