Essay on Integrated Market Communication

Integrated Market Communication

TABLE OF Contents
INTRODUCTION.......................................................................................................... 3
Main body.................................................................................................................... 3
CONCLUSION.............................................................................................................. 4
REFRENCES................................................................................................................. 6

INTRODUCTION
Marketing communication is considered to be as most significant which assist
organization in influencing people to buy products or services of particular brand. Marketing
communication is a factor which assist an enterprise in achievement of objectives such as
increase in profit, rise in sales, customer loyalty etc. The objective of market communication is
to make emotional appeal to customer and change their perception or beliefs about company
products or services. Integrated marketing communication is defined as combining of all
strategies, methods or techniques for promoting brand.
The purpose of project is to develop the understanding about role of behavior in
marketing communication. It also has focus on identifying present marketing mix used by coca
cola company.
Main body
Identification as well as analysis
It has been identified from several theories as well as models of integrated marking
communication that attitude or behavior of customers cannot be recognized but understanding
about customer beliefs can be gained by communicating directly with clients. According to tri
component model of attitude customer buying behavior or beliefs is influenced by internal as
well as external factors. Coca cola company is operating in beverage sector. An organization has
introduced new soft drink which has supported business entity in attracting more number of
customers. Good quality of soft drink has enable firm to gain customer loyalty. It has also
provided business venture an opportunity to develop as well as maintain strong relation with
client. Coca cola company has adopted the strategy of single brand (Andrews and Shimp, 2017)
Objective of company is to sell healthy products. It has been analyses from the market trend that
coca cola company has able to increase its market share due to launch of life brand. Due to
ineffective integrated marketing campaign there was decline in sales as well as profitability of
firm. An organization in order to overcome financial crisis has developed new strategy with the
purpose of reducing calorie and maintaining the flavor of drink. This plan has supported business
entity was able to influence customer to buy coca cola products (Patti, Hartley and Baack, 2017)