Peter Hernandez Coca-Cola

1. Coca-Cola
Peter Hernandez
ADV 420
Fall 2011 NMDL
Final Project

2. Business
 Soft drinks sold in more then 200 countries world wide.
 Coca-Cola and its products are aimed mainly toward teens, both men and
women.
 Promoted and advertised mostly on the television.
 Coca-Cola products are sold all around the world.
 Products are set at a reasonable price so teens and young adults can
afford them.
 Numerous marketing promotions and strategies.
 The company’s beverages are for all consumers considering they have
diet soft drinks, energy drinks, juice drinks and sports waters.

3. Challenges & Goals
 Targeting the right specific market and promoting it the best
way possible.
 Meet everyone's beverage needs daily.
 Keep and build upon the idea of sustainability and the seven
core values.
 Coca-Cola offers safe and good quality beverages while
providing information that consumers trust.
 Market beverages responsibly to all targets using a wide
variety of advertising media; Television, radio, print
ads, data, Internet and mobile phones.

4. Integrated Marketing Strategy
 To increase sales of Coca-Cola products by 3 percent
this year.
 Make Coca-Cola highly popular among today’s youth
and young adults.
 Find new ways to create high visibility among Coca-
Cola using social media sites.
 Successful merchandising advertising and brand
promotions
 “Paint the town red with Coke”

5. Key Components of Proposal
 Plan to use all aspects of social media to provide update information,
news, and sales opportunities to communicate to consumers.
 Coke’s website is already social media friendly having links to Facebook,
Twitter, Youtube, Flickr and blogs. (visit www.coca-cola.com for
information)
 These components and techniques will raise online visibility and increase
brandy loyalty and most importantly increase sales.
 To attract new consumers to our group we will provide new fresh content
every week adding photos, videos and posts.
 We plan to post questions to our audience in order to gain feedback and
communicate on a more personal level. We want to build a community of
people interacting with one another to promote Coca-Cola products and
get people to start talking and conversing.

6. Key Proposal Cont.
 Facebook advertising is critical to our plan in hopes to
gain awareness. Using pennies per click through we
will be able to pin point precisely the target market we
prefer.
 Plan to create conversations around Coca-Cola
products no matter what type of product.
 Also, personalizing messages in order to approve and
“pump up” our products.
 Contests and sweepstakes using social media is the
fastest way to gain awareness for prizes, trips, great
deals.

7. Metrics & Planning of Success
 Look back at marketing campaign, make sure it is
specific, measurable, achievable, realistic and a
required time table. (Have a working plan)
 Need more customers and boost sales.
 Increase business for 6 months to a year by 3 %.
 Work around and involve other factors such as social
and financial factors.
 Benchmark results periodically.

8. Metrics & Planning Cont.
 Provide opportunities for employees and customers to
provide feedback and bring about new ideas.
 May need to change plan or campaign if production
numbers are not meeting there specific mark.
 Calculate the time consumers use the Coke website
along with our social media sites.
 Always provide new and exciting features about our
products especially merchandising and advertising.

9. Propose Budget & Timeline
 Google Adwords is a great way to construct the
budgeting process and SEM campaign.
 30 day billing period.
 Each month the company would pay $300.
 Adjust click through rate if needed.
 Providing keywords such as; Coke, Soft Drinks, Coke
Zero, Coke Rewards, Soda
 Monitor campaign for 3 to 6 months.

10. Budget & Timeline Cont.
 Find the best value for our money and what we are
willing to spend.
 Maximize the ROI by looking at pay per click
information, organic searches, shopping
comparisons, and online display advertising.
 Inform consumers of ways to learn about the Coca-
Cola brand through website usability and media
research.