Detailed IMC Campaign Program: Coca-Cola's Open Happiness Strategy

DETAILED IMC CAMPAIGN PROGRAM
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Table of Contents
EXECUTIVE SUMMARY................................................................................................................................ 3
IMC MEDIA AND CONTACT POINTS........................................................................................................... 4
CREATING CAMPAIGN............................................................................................................................. 4
MULTIMEDIA AND MULTICHANNEL........................................................................................................ 5
MULTIPLATFORM...................................................................................................................................... 6
CONTACT POINTS &TOUCH POINTS......................................................................................................8
MANAGEMENT AND CAMPAIGN CONTROLS.......................................................................................... 10
BUDGET CONTROL.................................................................................................................................10
EFFECTIVENESS OF CAMPAIGN.......................................................................................................... 11
REFERENCES............................................................................................................................................. 12
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EXECUTIVE SUMMARY
Integrated Marketing Plan is defined as an important asset for the communication of solid statement over
the defined organization’s demographic background. In today’s rapidly changing world, the media plays an
important role in defining the marketing plan of an organization. The options which were considered to be
out of the box 20 years ago are being implemented at present. An organization named as Coca Cola is
defined as the popular name in the field of cold drinks. It was invented by Dr. John S. Pemberton in 1886.
With the motive of defining the plan, the contact point and the touchpoints have been defined within the
plan. The implications of the multichannel, multimedia, and multimedia have been also discussed within
this report. As per the changing trend of technology, social media is classified as the main component of
the marketing plan. On following the same concept coca-cola has been using the market communication
tools with the motive to establish healthy relation among of company with its employees. In addition to this,
the overall evaluation and processing of the budget-related techniques and resources have been also
defined within the report. The measure taken by coca-cola to control its budget and provide the
effectiveness of campaign has been also discussed in this report.
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IMC MEDIA AND CONTACT POINTS
CREATING CAMPAIGN
Integrated Marketing Plan is defined as an important asset for the communication of solid statement over
the defined organization’s demographic background. In today’s rapidly changing world, the media plays an
important role in defining the marketing plan of an organization. The options which were considered to be
out of the box 20 years ago are being implemented at present. An organization named as Coca Cola is
defined as the popular name in the field of cold drinks. It was invented by Dr. John S. Pemberton in 1886
(Perez, 2017).
Like the brand name, Coca Cola has a strong relationship with its customers which served as the base for
making Coca Cola a great product. In 2013, the way of attracting the customers over the products has
been defined based on adapting the technological factors. With the motive of attracting the customers and
improving the decision-making process within the company, campaigns have been developed by the
company at various different levels.
Figure 1: Coca Cola Products
Source: (Yurdakul and Bozdağ, 2018)
The way of communicating with the customers has been defined by introducing the campaign of OPEN-
HAPPINESS. The introduction of this campaign has led to the development of marketing communication
and other alternatives to deliver the message for its consumers. The company has achieved sustainability
within the market by defining relevant methods and strategies as per the changing marketing need. At
present Coca Cola offers more than 500 brands in about 200 countries and has the serving estimation of
the 1.6 billion per day (Vollero et al., 2019). With the aim of communicating with its target, IMC has been
implied in an organization
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