Integrated Marketing Communications of Coca Cola

1. Integrated Marketing Communications
Submitted by:
Kumar Abhishek (A001)
Prity Agarwal (A004)
Deeksha Agarwal (A006)
Govind Krishnan (A029)
Mayank Kumar (A031)
Apoorva Parikh (A043)

2.  Introduction
 Brands Of Coca Cola
 The Promotional Mix Of Coca Cola
 Advertising
 Direct Marketing
 Interactive/Internet Marketing
 Sales Promotion
 Publicity/Public Relations
 Personal Selling
 Conclusions
 References
Presentation Flow

3.  Coca-Cola was invented in May 1886 by pharmacist Dr. John S. Pemberton in
Atlanta, Georgia. The formula & brand was bought in 1889 by Asa Griggs
Candler.
 Coca-Cola currently offers more than 500 brands in over 200 countries and
serves over 1.6 billion servings each day.
 The company operates a franchised distribution system dating from 1889
where the Coca-Cola Company only produces syrup concentrate which is then
sold to various bottlers throughout the world who hold an exclusive territory.
 Coca- cola was asked by the Indian government to leave the country along with
I.B.M in 1977 due to investment violations.
 It re-entered India in 1993. Since then its operations have grown rapidly
through a model that supports bottling operations, both company owned as
well as locally owned and includes over 7,000 Indian distributors and more
than 1.3 million retailers.
Introduction

4. Brands Of Coca-Cola India

5.  Also it always focuses on fun & entertainment as
it is the main message they want to deliver. They
adopt their message to target market based on
some values: sharing happiness, fun, tradition of
coke
IMC in Coca Cola
 Coca cola uses IMC in order to
communicate with its target.
 It’s the pioneer company in 360 degree
communications as they rapidly understood
they had to get in touch with consumers to
create links & to look for them wherever they
are.
 The communication plan is adapted
regarding the market, the society, the
potential, the product positioning etc.
Coca cola is willing to be close to its
consumers, to be part of the daily life, to
become a kind of rituals attached to
specific moments; for that they use social
marketing to create emotions and
affiliation with consumers, e.g. they raise
funds for social causes like earthquake or
hurricane.

6. 1. Advertising
2. Personal Selling
3. Publicity/Public Relations
4. Sales Promotions
5. Direct Marketing
6. Interactive/ Internet Marketing
The Promotional Mix: Tools Of IMC

7.  Advertising is defined as any paid form of non personal
communication about an organization, product, service, or
idea by an identified sponsor.
 Coca-Cola uses the concept of aggressive advertising to
promote its products. Thus advertising is the most
important marketing tool for the company as it has to cater
mass consumer markets. They mainly does national
advertising.
 Company introduces different themes and concepts to sell
their product and advertises mainly in electronic media and
out of home advertising. These advertisements build brand
image and create awareness.
 Big names of Indian film & cricket industry mainly become
the brand ambassadors of the Company, such as Amir
Khan, Sachin Tendulkar, Akshay Kumar, Aishwarya Rai,
Salman Khan etc.
Advertising

8. Slogans- A Memorable Journey
Coca Cola continuously uses new slogans in various countries ( also in India) and are very cheerful & attractive!!!

9. The mediums of advertising used by Coca-Cola are:
Print media: They print media for advertisement. department
for print media. Although very rare, they have a separate
Point of Sale & Point of purchase (POS & POP) Materials: Point
of sale material this includes: Posters and Stickers display in the
stores and in different areas. It also includes: a) Vizi cooler b)
Freezers c) Display rack
Mediums of Advertising

10.  As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way
of doing advertisement. So Coca Cola Company does regular TV commercials on different channels.
 It focuses on both the urban as well as the rural India with its advertisements.
 In the summer of 2011, Coca-Cola introduced the new Brrrrr!! Ad and featured Imran Khan as the brand ambassador.
They introduced Coke Nawaazi with Deepika Padukone in 2016
T.V Commercials

11.  Posters and Billboards are also an integral part of the
marketing campaign of Coca Cola
 Billboards are usually found at cross roads, buildings,
shops, city centres etc. Posters are displayed on walls,
public transport, shops, restaurants etc
 Also in India the Coca-cola can be seen painted on walls,
bus stands, dhabas etc. focusing in rural areas of India.
 It is essential to take a note that Billboards & banners, cut-
out, holdings play an important role in promotion of coca
cola. This is mostly because of its unique, eye-catching red
colored brand logo. You would never miss it!!
Outdoor Advertising

12.  Coca-Cola uses direct marketing in many ways. Devices operated include vendor company partnership designed for
exclusivity : Movie theatres and restaurants providing only Coca Cola products to consumers
 This way, when a customer orders a drink, the only brand they are offered is Coca-Cola, which forces them to buy a drink
from that brand. By doing this, Coke forces out other competition, and keeps the restaurants, or other businesses,
purchasing their product over and over again. e.g. McDonalds.
 Coca Cola also sponsors various sporting events in India and around the world in events like Cricket, Football, and Motor
Racing , Baseball etc wherein the attendants are provided only Coca Cola products
 Mobile marketing involves sending out text messages in an attempt to personalise promotions
Direct Marketing

13.  Crowd sourced content as well as user engagement are the hallmarks of Coca Cola’s
social media campaigns. The company has its own website, which is quite simple to
navigate through. Web based interactive marketing relies on videos, banners and
public relations. New products, online games, social ,cultural and sporting events are
the focus of the Coca Cola campaign
 Also in the modern era of communication and networking, the company uses various
social networking sites like Facebook, YouTube, Twitter to connect with the
consumers. A dedicated section is created on YouTube to see its videos.
 Fans over 86 million are engaged by the brand. The internet marketing thus helps to
reach to those consumers who can’t afford to spend time on T.V and are always
online.
Interactive/Internet Marketing

14. A sales promotion is an activity that is implemented to boost
the sales of a product or service temporarily. Coca-Cola does
sales promotion in two ways to quickly increase sales.
Consumer - Oriented sales promotion:
1. Getting Shelve
2. Eye Catching Position
3. Under The Crown Scheme
Sales Promotion
Trade - Oriented sales promotion:
1. Discounts to retailers and stores
2. Return back allowances
3. Merchandising assets
4. Free goods or free tours

15.  Publicity refers to non personal communications regarding an
organization, product, service or idea not directly paid or run under
identified sponsorship.
 Public relations is defined as “the management function which evaluates
public attitudes, identifies the policies and procedures of an individual
and organization with public interest, and executes a program of action
to earn public understanding and acceptance”.
 Coca-Cola can address law suits, rumors, stories, new products, and
activities. There is also a section of the website devoted to investors.
Here, current, or future, investors can access financial statements and
up-to-the minute stock information.
 The Coca-Cola India is also undertaking some projects as a part of their
social cause and part of the corporate social responsibility.
 The “Support My School” campaign along with NDTV has Sachin
Tendulkar as the brand ambassador.
 The project Unnati focuses on more yield of mangoes to farmers. Coca
Cola also Sponsors events in cricket and music
Publicity/Public Relations

16.  Coca-Cola has many salespeople, who are individuals representing the
company to communicate, sell, service, and build relationships with
customers.
 These salespeople promote their product to different customers within
their regions, and once they sustain a customer, they sell their products to
them and service them many times per week.
Personal Selling
 These individuals form close relationships with the customers in order
to continue business with them.

17. Analysis of the Tools Used
 IMC assessment criteria include customer loyalty, market
share and amount of revenue generated through
marketing campaign
 Customer loyalty- Coca Cola is highly successful. It has
been stated that “ every second of every day people
everywhere- 13000 of them pop open a Coca-Cola
product”
 Market share- Company is selling in more than 200
countries with 139600 employees and is a market leader in
majority of the markets
 Coca Cola was able to generate 8.2 billions from operations
in 2009

18. Other Alternatives Of Evaluation
 Range of media tools available such as advertising
equivalency, number of audience reached through specific
publication, number of journalists hosted, articles
published
 Social media initiatives can be assessed by number of
unique visitors to website, free search engine results, paid
search engine results

19. Apart from being the most valuable
brand, it also gives importance to CSR
activities.
Conclusions
For any company to reach the peak in today’s
competitive era, has to use each and every
component of the promotional mix.
By understanding Coca-Cola we can say it
the company is using its promotional mix in
an effective and efficient manner.
That is the reason why Coca-Cola is the market
leader and one of the most valuable brands in
the whole world.

20. References:
1. Coke Solutions. (2014). Beverage Sales Strategies for Soft Drink Marketing. Retrieved March 1, 2015, from Coke
Solutions: http://www.cokesolutions.com/MarketingTools/Pages/Site%20Pages/Strategies%20and%20Solutions.aspx
2. https://gregorystringer.wordpress.com/2015/03/10/case-study-coca-cola-integrated-marketing-communications/
3. Forbes. (2014). Coca Cola on the Forbes World's Most Valuable Brands List. Retrieved March 1, 2015, from Forbes:
http://www.forbes.com/companies/coca-cola/
4. Indian Country Today Media Network. (2015). Coca-Cola’s ‘America the Beautiful’ Super Bowl Ad Causes Stir - ICTMN.com.
Retrieved February 28, 2015, from Indian Country Today Media Network:
http://indiancountrytodaymedianetwork.com/2014/02/03/coca-colas-america-beautiful-super-bowl-ad-causes-stir-
153391
5. https://gregorystringer.wordpress.com/2015/03/10/case-study-coca-cola-integrated-marketing-communications/
6. Image Courtesy: https://www.facebook.com/cocacolaindia