Integrated Market Communication in Coca-Cola

Running head: INTEGRATED MARKET COMMUNICATION IN COCA-COLA
INTEGRATED MARKET COMMUNICATION IN COCA-COLA
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INTEGRATED MARKET COMMUNICATION IN COCA-COLA1
Executive Summary
Market communication is an essential for the efficient promotion of a brand and its products.
The Coca-Cola Company, is a leading multinational producer in the food and beverage
industry, and employs efficient means at integrated market communication. The significant
objective of this report is to analyze the various value-based segments addressed by the
organization and the tools of persuasion used to appeal to the customers. Moreover, the report
also evaluated the current advertisement techniques used by the company and its current
market communication mix. In conclusion it is mentioned how the marketing strategies
employed by the Coca-Cola Company help in strengthening its relations with the customers.
Additionally, an appendix has also been provided to present examples of the current market
communication mix employed by the Coca-Cola Company.

INTEGRATED MARKET COMMUNICATION IN COCA-COLA2
Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Roy Morgan’s Value Segmentation.......................................................................................3
Persuasion Analysis...............................................................................................................4
Current Advertising components...........................................................................................5
Current Marketing Communications Mix..............................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8
Appendix..................................................................................................................................10

INTEGRATED MARKET COMMUNICATION IN COCA-COLA3
Introduction
The concept of Integrated Market Communication involves the integration of various
methods aimed at brand promotion of products and services provided by an organization
among its target customers. This process is an essential for ensuring the profitability of the
organization, as an efficient integration of market communication can ensure sales increase
and cost effectiveness. The Coca–Cola Company is a multinational beverage producer,
founded in the year 1892 by Asa Griggs Candler (Coca-colacompany.com 2019). The
organization employs various means of communication with its customers through a media
methodology thereby maximizing its global reach. The report will further analyze the various
elements of advertisements, market mix and persuasion used by the Company to increase its
sales. Moreover, the target segments of the product will also be evaluated.
Discussion
Roy Morgan’s Value Segmentation
Market segmentation refers to the differentiation created by an organization among its
target customers depending on characteristics like demographics and attitude, to maximize
sales through focused advertisements (Rundle-Thiele, Dietrich and Kubacki 2017). The
Coca-Cola Company creates a market segmentation that can be analyzed using Roy Morgan’s
Value Segment. According to this model, the segments are widely divided to explore the
attitudes and behavior that determine consumption patterns.
The criteria of conventional family life is an important aspect of the value segments
propounded by Roy Morgan. The conventional family life in Australia centers on seeking
financial security and improving living standards. The Coca-Cola Company provides value
for money for this segment by providing a wide range of flavored beverages to suit the
preferences of the customers at low prices.