Integrated Marketing Communication (IMC) of Coca Cola

INTEGRATED MARKETING COMMUNICATION (IMC)
OF
COCA COLA
April 25, 2018

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Table of Contents
Introduction................................................................................................................................................3
Identification and analysis..........................................................................................................................3
Segmentation..........................................................................................................................................3
Tools of Persuasion Analysis...................................................................................................................4
Current Advertisement Analysis.............................................................................................................5
IMC Practices...........................................................................................................................................5
References..................................................................................................................................................7
Appendix: IMC plan of Coca-Cola...........................................................................................................8

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Introduction
Integrated Marketing Communication (IMC), was originally made in the 1980s as a sponsoring
association action to furnish clients with a method of fine-tuning their external marketing
communications agendas. By means of clients increasingly exchanging monies from their
traditional campaign strategy to integrated marketing, progression of deals as well as public
relations, territories that the offices had limited influence, it was to the agency’s benefit to try
and make integrated practices (Ansgar & Diana, 2011).
Identification and analysis
Today, that perspective of IMC is an endeavor to locate the ideal communication blend to
accomplish the best authoritative returns, i.e., streamlining. Pioneers in this IMC approach, for
example, Coca-Cola and their "Paid, Maintained, Produced and Shared" approach is
fundamental IMC outbound methodologies (Lucia, Salvador & Philip, 2017). An example of a
simplified integrated marketing communication (IMC) plan of the Coca-Cola company is in the
appendix.
Segmentation
In the midst of news of Coca-Cola posting its most reduced benefit (profitability) in eight years,
the most recent figures from Roy Morgan Research demonstrate that utilization of Coca-Cola
marked (and other) soda pops has expanded year-on-year among a key portion of the
Australia’s populace: the under-25s. 67% of Australians grown-ups 15-27-year-old drank no less
than one soda in a normal seven-day time frame, up from 53% out of a year ago. Conversely,
28-39-year-olds demonstrated the most checked reductions, both for soda pops generally and
for the Coke mark. 65% expended no less than one soda a typical week, however this figure
tumbled to 61% a year ago. The extent who devoured Coca-Cola soda pops in a normal week
went from 55% to 44%. Therefore, these two segments represent the socially aware group in
Ray Morgan’s value segments. The socially aware group implies a form of answers given by
folks who are communal and energetic socially. Since they are 'data gatherers', this segment is
constantly looking for a different and new thing to experiment (Manfred & Stefanie, 2017).

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Michael et al. (2016) agrees that it's not the case for older folks. The percentage of Australians
who are 39-59-years old consuming soda pops in a typical week reduced slightly from 54% to
52% (even though a further clear reduction of drinking Coca-Cola was there: from 36% to 30%).
The over 50-year-old segment, usually the less enthusiastic customers of soda pops, was steady
at 41%. The percentage consuming coke’s product was hardly different also.
Tools of Persuasion Analysis
The Coca-Cola company utilizes an assortment of persuasion as follows:
1) Logo
Its acclaimed logo and soda bottle is one of the influence strategies since it brings out a level-
headed and intellectual reaction from the gathering of people.
2) Pathos
The organization additionally makes utilization of nostalgia or Pathos to draw out an eager
response from the social occasion of individuals.
3) Cognitive Dissonance
A mental uproar or psychological disharmony moves a horde of individuals by pointing out
inconsistencies between new information and they are correct now held feelings, perspectives,
and characteristics.
4) Positive Inspiration
Coca-Cola utilizes positive motivation and catchy tunes in their adverts to ensure compensation
if the speaker's message (marketing communication) is recognized.
5) Appeal for security
Their IMC claims for security needs to draw out a gathering of individuals' nerves for their
security or wellbeing, and the prosperity of their loved ones.
6) Appeals for Social Needs

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The Coca-Cola company draws out a gathering of individuals' necessities for having a place and
thought and offers to certainty needs to move a horde of individuals to have a great
supposition of themselves and have others regard them, too (Philip & Inga, 2015).
7) Simple and clear
The message should be understandable; a kid must be capable of understanding the suggestion
clearly. A principle is that a complicated message has a small impact on the potential consumer
– they “blackout”. The drinks manufacturer does not make use of industry terms (jargon) in the
advertisements (Natalie & Derina, 2012).
Current Advertisement Analysis
The segments used by the Coca-Cola company utilizes an extensive messaging procedure that
includes television ads, magazines and newspapers in addition to banner ads (Prakash & Ricky,
2010). This method uses a marketing mixt of coordinate marketing, publicizing, and also online
interaction as well as web-based intelligent marketing, besides deals advancement.
Coca-Cola’s promotion is really one of the greatest production in the history of marketing. The
diverse promotion campaigns throughout the manufacturer’s existence frequently have mainly
influenced society and culture, as well as a catchy melody that received publicity on prevalent
mass media. The jug plans and the logo are immediately conspicuous globally; besides they are
necessary to the image of the brand and awareness in the commercial center. The drink is
widespread concisely that every single soda is regularly referred to as soda pop or just called
coke in southern U.S. the Coca-Cola company is often placed to be a key soda in the world as a
prompt outcome of their marketing efforts. It was even the primary beverage devoured by
astronomers in space (Robyn, 2010).
IMC Practices
Integrated marketing communications is about considerably more than essentially adjusting
communications so that they are comparative across channels, it's about incorporating client
knowledge from the 'client first' viewpoint. On the off chance that Coca-Cola sees first what
drives clients' behavioral reactions, they can plan much more fitting communications to

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convince and impact them. An examination of the comparative worth of the IMC parts of Coca-
Cola reveals a marketing communications mix that is famous. The brand’s image is instantly
unmistakable, straight to the splendid white and red writing of the designations Coca-Cola and
Coke.
Åke & Christian (2017) argue that such imagery is done all-around and is therefore established
and celebrated globally, even in languages which might not be recognizable in neighborhood
marketplaces and are quickly recognized by buyers. Utilization bilingual promotion was in
certainty the cases in the current broadcast of the NFL Super Bowl Championship, where the
utilization of various languages was consolidated alongside a catchy melody.
The IMC practices of Coca Cola has built up a yearning for their products that replaces the want
to regularly have a drink to quench thirst. The rank and positioning the mechanisms used as an
element of the integrated marketing methods cannot be overstated further. The resultant
worldwide nearness of Coca Cola is an immediate result of the blend of the publicizing,
coordinate marketing, and in addition web-based intuitive then online networking marketing
and deals advancement endeavors which are incorporated throughout in their IMC attempts.
The Coca-Cola company has accumulated a player on a vast measure as an instant-outcome
auxiliary to the relative importance of the segments of the integrated marketing
communications mix.

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References
Åke F. & Christian G., 2017. Communication-in-use: customer-integrated marketing communication.
European Journal of Marketing, 32(2), pp. 445-463.
Ansgar J. T. & Diana J. I., 2011. Safeguarding reputation through strategic, integrated and situational
crisis communication management: Development of the integrative model of crisis communication.
Corporate Communications: An International Journal, 16(1), pp. 8-26.
Lucia P., Salvador B. & Philip J. K., 2017. Measuring integrated marketing communication by taking a
broad organisational approach: The firm-wide IMC scale. European Journal of Marketing, 14(3), pp. 692-
718.
Manfred B. & Stefanie S., 2017. Integrated marketing communication – from an instrumental to a
customer-centric perspective. European Journal of Marketing, 11(5), pp. 464-489.
Mart O. & Gergely N., 2017. Just doing it: theorising integrated marketing communications (IMC)
practices. European Journal of Marketing, 66(5), pp. 490-510.
Michael J. V., Fatemeh H. H., Riza C., Carl B. D. & Vanya L. M., 2016. Exploring the integration of social
media within integrated marketing communication frameworks: Perspectives of services marketers.
Marketing Intelligence & Planning, 10(3), pp. 19-40.
Natalie T. J. T. & Derina H., 2012. Toward an integrated model of communication: the case of South
Africa. Journal of Communication Management, 10(4), pp. 371-387.
Philip J. K. & Inga B., 2015. Integrated marketing communication: making it work at a strategic level.
Journal of Business Strategy, 9(2), pp. 34-39.
Prakash K. V. & Ricky S., 2010. Megamarketing an event using integrated marketing communications:
the success story of TMH. Business Strategy Series, 32(2), pp. 371-382.
Robyn, B., 2010. The Bare Bones: Introduction to Integrated Marketing Communication. Journal of
Consumer Marketing, pp. 566-566.

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Appendix: IMC plan of Coca-Cola
The following is an example of the integrated marketing communications plan implemented by
the Coca-Cola company. They start with advertising the drinks, then promoting them through
events and other experiences. Good publicity and public relations (PR) are one of the core
functions of the mix, in addition to interactive marketing through personalized chats and fun
polls on social media.
Figure 1: IMC practices of Coca-Cola
Advetising
Sales
Promotion
Events &
experiences
PR &
Publictly
Interactive
Marketing