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Advertising and Sales Promotion (pdf)

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Added on  2021-05-30

Advertising and Sales Promotion (pdf)

   Added on 2021-05-30

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Running head: Advertising and Sales Promotion 1ADVERTISING AND SALES PROMOTION Student NameInstitution
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Advertising and Sales Promotion 2Executive summaryThe main aim of this report is to design integrated marketing communication (IMC) forCoca-Cola Company. The paper gives the situational analysis for the Coca-Cola Companythrough various analysis methods or models. The paper utilizes company's 5Cs in analyzing thecompany, competitors, climate, consumers, and collaborators. Another analysis under situationalanalysis is SWOT analysis that shows strengths of Coca-Cola Company such as brandreputation, weakness such as low diversification, opportunities are based on brand penetratingnew markets, and the threat that mainly comes from competitors. The main objective ashighlighted by the paper is to reach more than 90% of the market share within the shortest timepossible. The target market composes customers from various demographic, behavioral, andpsychological backgrounds. Another area of discussion is the development of media schedulethat largely put into consideration different methods of advertisement and promotions usedwithin the marketing strategy. The positioning strategy that this marketing strategy aims toachieve is the global strategic position for the company products and brands. Moreover, thebudget for various IMC components is also given within the marketing strategy. The evaluationstrategy of the IMC is mainly based on marketing method that is social media and focuses onsubscribers, media shares, and new web subscribers.1.IntroductionIntegrated marketing communication is a current marketing strategy that combinesdifferent marketing methods to produce quality marketing mix strategy. The marketing strategy
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Advertising and Sales Promotion 3involves marketing company products through many advertisements and promotion methods thatinclude online marketing, print media, broadcast and other media. The main focus of this IMCmarketing strategy is Coca-Cola Company that exhibits various product lines and brands.Situational analysis of Coca-Cola company reveal based on 5Cs analysis gives details ofcompetitor types and the climate that is mainly environment for the company. Further analysis isbased on the SWOT analysis of Coca-Cola Company also forms part of the situational analysis.The objective of the IMC and target of the IMC shows various vital aspects of the marketingstrategy. The report explores integrated marketing communication for Coca-Cola Company witha major focus on various elements of the strategy.2.Overview of Coca-Cola CompanyCoca-Cola Company is a American company that majorly produce and sell soft drinksthrough its many branches spread across the world. The company has extend it network to reachmore than 200 countries across the globe. The Coca-Cola Company has remain the largest softdrink producer and marketer throughout the world. Coca-Cola Company controls more than 80%of the soft drink market. The company has various brand or products that include Fanta, CokeZero, Dasani, Diet Coke, Sprite, Coca-ColaLife, Minute Maid, Ciel, Coca-Cola light and Coca-Cola. In addition, the company has diversified some of its products within drinks portfolio toinclude some other products that are limited to certain countries. The company has alsodiversified its marketing within main focus on products though previously focused on brand.There are many marketing campaigns currently running across the media with many sportingactivities the company involved (Coca-Cola Company 2018a).
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Advertising and Sales Promotion 43.Situation Analysis based on Market ResearchCoca-cola has been a strong brand in the beverage market taking center within globalbeverage market. A more understanding of the business based on the company's situationalanalysis shows more information on the coca cola company. Firstly, the company’s 5Cs gives aclear organization’s environment. Firstly, company analysis indicates that the Coca-Cola company has an objective that ismainly to be globally known as a business that conducts business responsibly, ethically and toaccelerate sustainable growth to operate in tomorrow's world. The goal of the company is toexplore the diversified soft drink market that includes sustainable practices within the market. Inaddition, the company has to the inspiring mission of refreshing the world, inspire moments ofoptimism and happiness. The posting strategy is based on the ability of the company to penetratesoft drink market with a focus on the global market. Performance of the company has been greatwith the company leading in the soft drink market (Venter,Wright& Dibb2015, pp 62–83). theproducts line of the company consists of many brands that include Fanta, Coke Zero, Dasani,Diet Coke, Sprite, Coca-ColaLife, Minute Maid, Ciel, Coca-Cola light and Coca-Cola amongother many products (Coca-Cola Company 2018).Secondly, there are many different competitors in the soft drink market through thecompetitors are few since the Coca-Colahas been the dominant company in the soft drinkmarket. PepsiCo and Dr. Pepper Snapple (DPS) are the main competitors in the market.Moreover, the company has over the years positioned itself in the global soft drink industry thattaking a larger market share. For instance, the coca cola company has received a rating of 86.7%with competitors being rated at a combined rating of 47.4%. The company is leading among
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