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Integrated Marketing Communication for Coca-Cola

Creating a strategy statement and perceptual map for Coca Cola's IMC practices, and designing a 6-month IMC program for a chosen product/brand with a budget of $50,000.

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Added on  2023-06-11

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This presentation discusses Coca-Cola's integrated marketing communication campaign to enhance interest, excitement, and desire for its products worldwide. The goal is to portray Coca-Cola as a fun and healthy beverage, with a redesigned message key that reassures consumers of the same old taste but with zero sugar. The target audience is adults and young adults who want to consume less sugar while enjoying good drinks. The marketing communication mix includes advertising, sales promotion, and event sponsorship. The presentation also covers evaluation methods such as summative, formative, and outcome evaluation.

Integrated Marketing Communication for Coca-Cola

Creating a strategy statement and perceptual map for Coca Cola's IMC practices, and designing a 6-month IMC program for a chosen product/brand with a budget of $50,000.

   Added on 2023-06-11

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INTEGRATED MARKETING
COMMUNICATION FOR COCA-COLA
By (Name)
Integrated Marketing Communication for Coca-Cola_1
Introduction
Coca-cola maintains its position as the world’s
largest beverage company. It has been ruling the
heart and taste of people for the past century.
The product is well known all over the world.
Currently, its brand recognition stands at 98
percent, which is the highest for any firm
operating on a global scale (Ottoman, 2017).
Therefore, in an effort to maintain this position,
the firm may adjust its IMC campaign to portray
coca-cola as a fun and healthy beverage.
Integrated Marketing Communication for Coca-Cola_2
Part I
Marketing Communication Goal and Objectives
The primary objective of this integrated marketing
campaign is to enhance the interest, excitement and
desire for coca-cola products across the world.
By portraying coca-cola is a fun and healthy
beverage, consumers will be made aware of the new
coca-cola products that are great for the health of
the consumers.
This plan seeks to increase the number of sales of
coca-cola zero sugar products by portraying the
product as a healthier alternative to most soft drinks
in the global market.
Integrated Marketing Communication for Coca-Cola_3
Cont...Redesigned message key
“Tastes more like coke, looks more like coke,
but much healthier”
this message will reassure consumers of the
same old taste of the coca-cola product but
with an added advantage of the fact that it is
a healthier alternative since it has zero sugar
(Reddy, Reddy & Venkatesulu, 2016).
Integrated Marketing Communication for Coca-Cola_4

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