Integrated Marketing Communication - Assignment
12 Pages1742 Words76 Views
Added on 2021-06-17
Integrated Marketing Communication - Assignment
Added on 2021-06-17
ShareRelated Documents
Running Head: Integrated Marketing CommunicationCOCA COLAIntegrated MarketingCommunicationGroup Creative Brief
Integrated Marketing CommunicationP a g e | 1Table of Content1.Brief Background......................................................................................................................22.Strategy Statement...................................................................................................................33.Brand Positioning......................................................................................................................34.Objective of the Message.........................................................................................................45.Target Audience........................................................................................................................56.Current Feeling of the Target audience....................................................................................57.Feeling to be imbibed in people drinking Coca-Cola.................................................................58.Action Points for Target Audience............................................................................................59.Communicating with the Target Audience...............................................................................610.Redesigning the message through the media vehicle...............................................................711.Social Media- Original Campaign on Digital Media...................................................................712.TV Commercial..........................................................................................................................713.Digital Campaign/Social Media/Website/TV Commercial.........................................................814.References................................................................................................................................9
Integrated Marketing CommunicationP a g e | 21.0 Brief BackgroundCoca Cola is the world’s largest carbonated drink company which has been ruling the heart and tasteof people for over a century, the company has 98% brand recognition, which is highest for any company operating across the globe (Ottman, 2017).The assignment here is an extension of Assessment part 1, where the IMC practices of Coca-Cola were studied to create a coherent and strong brand strategy. The purpose of the assignment here is to create a strategy statement for the company and create a perceptual map on the brand positioning of Coca Cola. Further in the report, the objective of the message to be conveyed to the audience has to be studied along with the perception of the Target audience. Towards the end there would be a mention of the intended action plan for the target audience to interact with the advertising campaign of Coca –Cola.2.0 Strategy StatementA creative strategy statement which is also known as the creative brief outlines the way in which the advertising will appeal to the interest of the target audience (Gillespie & Riddle, 2015).“Refresh the mind, body and spirit and inspire moments of optimism and happiness through the taste of Coca-Cola”.3.0 Brand PositioningBrand positioning defines where the product stands in relation to the offering of other companies offering similar product and services in the market as well in the minds of the consumers”(Schmitt & Jedidi,2015).Refreshing and Thirst quenching.Drink uniting Nations.Coke-The real taste of Joy and Zing
Integrated Marketing CommunicationP a g e | 3(Source: Silbiger, 2016)4.0 Objective of the MessageThe objective of the creative brief is to broadcast the message to the target audience of Coca-Cola and communicate the message to the people. The objective of the message is:To increase the awareness of the brands product offering.Create awareness of the companies step towards environmental sustainability.Increase the sales of Coca-Cola across the globe.5.0 Target AudienceTarget audience can be understood as the customer group or the group of people towards whom the marketing efforts are directed for the efficient delivery of the intended message (Greenfield, 2016).
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Integrated Marketing Communication for Coca-Colalg...
|15
|1014
|115
Integrated Digital Marketing Implementation and Presentationlg...
|12
|707
|289
Coca-Cola's Marketing Strategy Assignmentlg...
|20
|1560
|119
The Creative Brief on Coke Question Answer 2022lg...
|5
|804
|6
Integrated Marketing Plan of Coca Colalg...
|14
|1053
|65
Brand Revitalization Strategy Assignmentlg...
|5
|1652
|228