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

This report provides a detailed analysis of Coca-Cola's integrated marketing communications (IMC) campaign program, focusing on their 'Open Happiness' strategy. It examines the company's multimedia and multichannel approach, including advertising, direct marketing, internet marketing, sales promotion, and public relations. The report also explores the critical touchpoints and contact points within the campaign, as well as the company's budget control methods and the effectiveness of their campaigns. Through a comprehensive analysis of Coca-Cola's IMC program, this report provides valuable insights into the strategies and tactics employed by a leading global brand to achieve marketing success.

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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The campaign of OPEN-HAPPINESS was launched in 2009. It was followed by the long trend of products
associated with being happy. It was initially developed with the Coca Cola hiring firm in Starlight
Entertainment. This was initiated with the motive to consult the 60- the second commercial termed the
happiness Factory’ (Gitsham, 2019). In this factory, the creatures were depicted of the coke machine.
During the launch of the campaign, the world economy was suffering as the result of which the sale of the
company was decreased. At this time the introduction of the OPEN HAPPINESS campaign acted like the
way of attracting and motivating the people to purchase the products defined by the company. This
contributed to increasing sales by 4% (Gitsham, 2019). Apart from this, the open happiness campaign has
been defined in the form of a series of television, advertisements to show the short sequence of open
happiness campaign.
MULTIMEDIA AND MULTICHANNEL
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. Coca-cola has been gearing up
for the NCAA March Madness tournament with an interactive 360-multichannel campaign which includes
mobile, television, social and digital sources (Oh et al., 2016).
In addition to this, coca-cola is visible over an application named as the March madness live app. The
branding has been defined through Game tweets, Fan Chat and video tabs in the app. Along with this, the
users are also encouraged to have a conversation with a brand. It has been made possible by logging up
within the Facebook and Twitter account. The users also use the concept of the hashtag to interact with
others. In past years, the company has run campaigns over television, social media and the mobile screens
for building coca-cola as the iconic brand (Oh et al., 2016).
Coca Cola has utilized various multi-channels to promote the brand name. It has achieved success in
digital marketing. The famous campaign defined by Coca Cola is defined as follows:
Love Story
In 2017, coca-cola created the story based on the concept of recycling called Love Story. This
advertisement was purely made up of the recyclable material within which the love between the two plastic
bottles was focused. Based on this, coca-cola has announced the motive of collecting and recycling its
packaging products by 2030 (Hackley and Hackley, 2017).
Taste the Feeling
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In 2016, the campaign named as Taste the Feeling was initiated by coca-cola. It was the upgraded version
of the open happiness tagline. It included 10 TV commercials, print, digital, shopper and out of home
initiatives. The motive of this tagline was to show togetherness among the people and feel these feelings
along with coca-cola (NAUMOVSKA and BLAZESKA, 2016).
London 2012
It had targeted over the teenage customers for the 2012 Olympics. The campaign was called ‘Move to the
Beat’. It’s the idea was to utilize the music as the main element of storytelling. This included more than 25
million views based on mobiles and desktop. Due to this 1220 people subscribed to the channel. It
attracted 245 million Facebook fans and 21,000 Twitter followers (Mutua, 2016).
Share A Coke
It is based on the concept of digital campaigns. This campaign was originally trailed in 2011, it increased
the sales by 7% and helped in earning more than 18 million media impressions. It increased the traffic on
coke Facebook by 870% and the increase in the number of likes by 39% (Mutua, 2016). It provided the
chance to people for personalizing the coke bottles by utilizing the Facebook app.
The Ahh Effect
It was introduced in 2013 by including the series of games defined online including the attraction of
teenagers. Its motive was to develop the snackable digital games which cater the mobile users. These
games were promoted by marketing over the sites such as Vevo, Twitter, and Buzzfeed. There were 61
different games included in this campaign (Mutua, 2016).
MULTIPLATFORM
Advertising
It has been defined as the paid form non-personal communication of an organization, product, and
services. Coca Cola uses the process of aggressive advertising for promoting its products. It focuses on
the way of defining national advertising. In order to attract a large number of customers, the famous and big
names of the film industry and sportsmen have been used. Along with these different themes and concepts
are used to sell their products and advertise in electronic media and out of home advertising. This helps in
creating brand awareness and image (Yi-Zheng et al., 2005).
Slogans: Coca-cola uses many different types of slogans to gain the attraction of the customers. These
include Brrr!!, open happiness.
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TV Commercials: As per the changing trends within technology, TV is termed as an important way of
advertising. It focuses on urban as well as rural backgrounds.
Outdoor Advertising: Coca Cola uses billboards and hoardings for defining outdoor advertising. Billboards
are mainly found in crossroads, shops, and buildings. It helps in promoting the products of coca-cola and
eye-catching red brand color images (Sudhir and Rao, 2006).
Direct Marketing
The company has formed a partnership with many restaurants, hotels, and movie theatres for carrying its
product. Within this, the ordered drink of customers is served as Coca-cola. It helps in increasing the
purchasing of products and defining a high level of competition such as Mc Donald’s (Yurdakul and
Bozdağ, 2018).
Figure 2: Direct Marketing
Source: (Yurdakul and Bozdağ, 2018)
Internet Marketing
Coca-cola has its website which is easy to traverse over. It allows the customer to become interactive with
games, shopping, and contests. Apart from this company also uses the communication social media and
networking sites such as Facebook, Twitter, and other social media.
Sales Promotion: It has been defined to enhance the overall production of sales in an organization. The
sales of Coca-cola has been defined in two ways:
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1. Consumer-Oriented sales promotions: It includes stunning position, getting shelves and defining
under crown schemes.
2. Trade-Oriented sales promotion: It includes the way of providing discounts to retailers and stores,
stipends return and retailing assets (Sudhir and Rao, 2006)
Figure 3: Sales Promotion
Source: (Sudhir and Rao, 2006)
Public Relations
It is defined as the way of providing personal communication related to an organization, services, and
products. It helps in improving the procedures and policies of people and an organization. Coca-cola has
defined new rumors and lawsuits defined with activities. It defines financial statements and stock
information to website-devoted investors.
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Figure 4: Public Relations
Source: (Hackley and Hackley, 2017)
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CONTACT POINTS &TOUCH POINTS
The touchpoints and contact points have been defined and discussed effectively in the coca-cola company.
Recently, the company has defined the concept of ‘share a coke'. It has been defined over sources such as
YouTube, TV, and social media resources such as Facebook, and Twitter.
CRITICAL TOUCHPOINTS
Figure 5: TouchPoints
Source: (Hackley and Hackley, 2017)
Coca-cola is defined as the customer-focused company by evaluating the demands of the customers as
the priority in terms of the multichannel. The company focused over the way of defining the campaign
which motivated the women to work as an entrepreneur for the company. It aims to empower 5 million
women as the entrepreneurs in global form by 2020 (Gitsham 2019).
Marketing Innovation
At present company has aimed to raise awareness about the plant bottle packaging. It has been defined
as the biodegradable alternative to utilize the plastic bottles being recycled completely. This was achieved
by defining the various new theories based on the existing concept of wave theory. The company has
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adopted the concept of multichannel marketing. This has been achieved by the fusion of artistic and
scientific approaches.
Instead of defining the budget over the marketing strategy, the company has analyzed the background of
the local people emotionally and mentally. It has been defined as the playing marketing field and the main
challenge for the company is to bring a way of communication and scientific techniques together over the
working structure of an organization (Gitsham, 2019).
Coca-cola defined the videos having the low budget which majorly focused over the high cash investment
and to expand their reach. Instead of the base marketing campaign assumptions, A-B method of
comparison was found to be more effective over the global platforms. The process of targeting through the
keywords and met tags provides the assurance to deliver the ads among right people, as the result of
which the multichannel was established by the Coca-cola.
Another challenge faced by the coca-cola was the delivery of the green bottle concept. This was focused
over the drink rather than the bottle. At present, the company has been distributing more than 30 million
bottles within the 37 counties by following the concept of the plant bottle. This has positively influenced the
customers and the supermarkets to have then Coca-Cola in their demands and brands (Gitsham, 2019).
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MANAGEMENT AND CAMPAIGN CONTROLS
BUDGET CONTROL
With the motive of defining the effective set of procedures and strategies within an organization, the cost
estimation of the resources has been defined. This process of defining the budget as per the cost
evaluation is called the budget control method.
In coca-cola, the process of budgeting and the procedures have been defined as follows:
Techniques of Preparation- As per the annual report of 10K coca-cola, the implication of the strategies
and techniques is to define the budget based on the defined objectives of an organization.
Evaluation values- The analysis of the budget has been done for both internal and external evaluation of
coca-cola. Based on the detailed annual report, clear analysis has been made over the brand performance
based on the amount obtained by the company in the previous year (Bell and Dreze, 2002).
Difference between business divisions- On being defined as a multinational organization there are different
functions which have been evaluated to meet of the varying objectives defined as the per the different
countries. The analysis of every single department has been made and is compared with that of the other
departments to produce the outcomes as per the defined objectives and goals of the company.
Management and accounting system of coca-cola- In coca-cola, the budgeting has been made by
defining the accounting information of the company by documenting entire sales and purchases of the
company. The recording system has been defined in the company within which the production cost and
revenue generated from the defined products as been evaluated in the form of internal information. Along
with this, the surveys are conducted by the company among their customers to analyze the products and
improvements within the products. It has enhanced the decision-making process of an organization and
management process of an organization (Vollero and Palazzo, 2015).
Costing methods in Coca-cola- In coca-cola the costing measures have been defined over which the
actual cost defined can be varied as per the activities defined over the manufacturing of the defined product
of the company. Based on this concept, the operations have been maintained in various countries. In
addition to this, the costing measures have been defined to increase the flexibility of products. To achieve
the ABC cost approach has been popularly used in the budget control of Coca-cola ( Vollero and Palazzo,
2015).
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Process of Capital decision-making in Coca Cola- This has been defined to be equally important as the
brand due to the reason that the investments are large along with defining high risk. On the basis of the
annual return of the company, it can be analyzed that the budgeting of company has been affecting the
decision-making process of the company. The calculation of the payback period has been done by the
company which includes the calculation of the investment return period in terms of defining the returns are
found favorable or not.
In addition to this, the net present value and internal return rate are employed by the company to
understand the decision-making and excepted the actual value of investment (Athavale, 2015).
Decision-making in coca-cola
With the aim of defining the investment as per the achieved outputs, this has been divided into two
decisions:
The effect over Brand Image- The brand image and the investment decision are always considered as the
major process of consult. It has been assured by the company that the defined criteria of investment do not
affect the brand image of the company negatively.
Expected Returns- With the motive of achieving the higher and positive results, higher returns are expected
for the defined investment and the higher chances of coca-cola to invest within the defined background has
been evaluated (Lestari, 2015).
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EFFECTIVENESS OF CAMPAIGN
In 2014, the famous campaign launched by the coca-cola was ‘Share a Coke’ campaign. In this, the logo
over 20 –ounce bottles were replaced with 250 of the famous American names. The customers were
motivated to find out the bottles of their name and to give that bottle to the family member or friend (Mutua,
2016).
The capitalization of the social media craze of coca-cola motivated the customers to tweet their
experiences and post their photos by using the hashtag #share a coke.
Due to the continuous expansion of the campaign, the number of customers being attracted over the coca-
cola products increased from 250 to 1000 (Mutua, 2016).
The campaigns launched by the coca-cola helped in building a healthy and effective relationship among
customers and the products defined by the company. In addition to this, the new feature has been added
by the company to make the share a coke campaign more effective. It has introduced the short jingle with
the names of customers and in 2018, new iconic brand labels were made the company. These were the
removable stickers which could be fastened over notebooks, clothing and other items (Gitsham, 2019).
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