Integrated Marketing Communications Analysis

This assignment requires an in-depth analysis of Integrated Marketing Communications (IMC). Students are expected to examine key IMC theories, concepts, and practices. The task involves critically evaluating different marketing communication strategies and their impact on brand performance. A real-world company example, CCA Matil, is provided for analysis. The assignment encourages students to synthesize theoretical knowledge with practical applications in the field of marketing.

RUNNING HEAD: INTEGRATED MARKETING COMMUNICATION PLAN 1
Integrating Marketing Communication
Coca Cola Amatil
Submitted by:

INTEGRATED MARKETING COMMUNICATION 2
Executive summary
The report focuses on the IMC Plan and focus on different market communication
strategies. The process of IMC is important from the point of developing effectiveness in an
organization. In the presence of excess of competition, it is important to develop an effective
plan that will help in managing the issues taking place. A preliminary budget related to the
organization growth and development is important for measuring relative strength. The budget
ensures the effectiveness of the brand. Coca Cola Amatil is a well-known brand in Australia. The
purpose of the plan is to ensure the process of growth and development important for achieving
necessary results.
Contents
Introduction.................................................................................................................................................3

INTEGRATED MARKETING COMMUNICATION 3
Communication Objectives.........................................................................................................................4
Creative Idea...............................................................................................................................................4
Segment and target market..........................................................................................................................4
Position strategy..........................................................................................................................................5
Communication strategy..............................................................................................................................5
Advertising..............................................................................................................................................6
Direct Marketing.....................................................................................................................................7
Internet/Interactive marketing..................................................................................................................8
Sales Promotion.......................................................................................................................................9
Publicity and Public Relation................................................................................................................10
Personal selling......................................................................................................................................10
Basic budget concepts...............................................................................................................................11
Analysis.................................................................................................................................................11
Identity..................................................................................................................................................12
Goals.....................................................................................................................................................12
Budget...................................................................................................................................................12
Evaluation metrics.....................................................................................................................................13
Conclusion.................................................................................................................................................13
References.................................................................................................................................................14

INTEGRATED MARKETING COMMUNICATION 4
Introduction
Coca Cola Amatil is an Australian based soft drink company. Coca Cola Amatil is the
largest Beverage Company in Australia providing different brands of product. The organization
consists of structure, policies and corporate culture in an extremely changing environment. They
operate on franchised distribution system where they only produce the syrup which is been sold
to various bottlers Coca Cola’s marketing strategies drive it to be the pioneer in the soft drink
industry. They follow the market strategy that focus on adopting the local culture of the country
they are working. The brand wants to refresh the world by inspiring moment of happiness and
cheerfulness. This is how they will create value that will create market difference. The report
provides with the Budget planning and communication plan (Our Company, 2017)
Communication Objectives
The key purpose of this report is to develop An IMC plan. The integrated components
used by the company are mass media methodology. These methodologies include, advertising,
print media and banner advertisements. This approach is used in well coordination with the
marketing mix; direct marketing and web based interactive and social media promotional tools
(Luxton, Reid & Mavondo, 2015). Coca Cola Amatil is using the IMC plan to communicate
with the target market. It is using 360 degrees communication strategy to get in touch with the
customers. The communication plan is adopted to create emotions and affiliations. The mixed
IMC strategy focuses on bringing value to the product. The fun tradition professed by the
company provides with a strong market base (Belch, Belch, Kerr & Powell, 2014).
Creative Idea
The purpose of IMC plan is to attract customers through interactive promotional offers. The
primary focus is to generate Awareness in Australia regarding the product and to introduce new
social media campaign in coming months.
Segment and target market
The brand strategy of Coca Cola Amatil is most prolific in marketing history. They are
repeatedly been ranked among the soft drink companies in Australia as a direct result of its
aggressive advertising campaigns. The company is targeting the youth going to college and

INTEGRATED MARKETING COMMUNICATION 5
professionals. Direct marketing incorporated by the company includes vendor company
partnership designed for exclusivity (Blakeman, 2014). They are sponsoring in various sports an
event that is creating brand awareness. This helps in one-to –one sale to the client. In recent time
the brand has shifted its focus over the web based marketing campaign. This helps the brand in
universal recognition. Their differential brand strategy has helped in creating market accuracy.
They have an interactive marketing strategy. New product, online gaming and social culture used
by the brand has a permanent impact over the brand image. The brand has a long-term
commitment to assure consumer interest (Percy, 2014). Sales promotion is aimed to fulfil the
market strategy that focus on retail and food services. They have a direct link with the restaurant
for accompaniment. The market strategy helps in meeting the market target. The meals are
comprised of convenience foods like hamburgers, hot dogs, French fries, etc. They are often
complemented with the Coke product as an accompaniment. These food products can be
combined with the Coca Cola Amatil brand drinks for menu optimization. The specialty
beverages are as follows: Diet Coke, Cherry Coke, and others (Schultz, Patti & Kitchen, 2013).
Position strategy
Coca Cola is a brand with highest brand equity. With an effective brand promotional
strategy, the brand has created an eminent place in the market. Their heavy promotional
strategies are effective on creating a long-term sustainable market. Coca Cola is a single brand
with different variants sharing similar value. Taste the feelings campaign is an idea that put
forward the feature of emotional aspect of the brand (Patti, et al 2017). The integrated marketing
plan is based on celebrating the experience throughout the year. They focus on an emotional
product communication. Open happiness is about exploring the role of Coca Cola in exploring
happiness. The international network of the brand is focusing over an integrated communication
plan. This is helping in promoting the brand interest internationally (Thorson & Moore, 2013).
Communication strategy
The key to a healthy business is a continuous investment. They have made choice to
make an investment on increasing the quantity and quality of the brand. They have achieved it
by forming a strategic alliance with the local companies. At the same time they are investing on
the same time. The company started a global marketing campaign in 2015 to support entire Coca

INTEGRATED MARKETING COMMUNICATION 6
Cola products. With an aggressive market campaign, they are able to gain a competitive market
advantage by promoting the interest of every individual associated with the brand. They are
sponsoring in various sports an event that is creating brand awareness. This helps in one-to –one
sale to the client. In recent time the brand has shifted its focus over the web based marketing
campaign. This helps the brand in universal recognition. This process has however helped in
managing the whole process of advertising and communication. The advertisement process is
important enough to manage the activities in an effective way throughout the world (Barger &
Labrecque, 2013).
Advertising
(Social Marketing by CCA)
Advertising is a key strategy of Coca Cola. Over the years, the brand is increasingly using an
effective advertising strategy including in-store activations, loyalty points programs, and point-
of-sale marketing. The flagship brand has a history of over 125 years. Their advertising strategy
has created volatility in the market due to the innovative strategy of the brand. Coca Cola was
previously too dependent on its flagship drink Coke. The brand is a sluggish hidebound
marketer (Barker, 2013). Coca Cola is an aggressive advertiser when it comes on Product
advertisement. Advertising is an important component when it’s about focusing over the mass
consumer market. They are following the strategy of national marketing. They introduce
different themes and concept through electronic media. All these advertisement strategies help is
creating consumer awareness. Coca is one of the official sponsors at 2014 Olympics. Coca Cola
is able to connect with the brand through international marketing strategies. They have achieved

INTEGRATED MARKETING COMMUNICATION 7
market success due to share a coke campaign. This allows them to plan an effective strategy in
the market followed by an effective brand strategy. The segmented revenue growth strategy
helps in maintaining managing growth across the business sector. In the emerging market, the
purpose of the brand is to strengthen brand, while developing the brand, one of the primary focus
is to strike a balance in between all the profitable packages. Creating value for the company in
different countries is of great importance considering the brand aspect. They have earned a
significant values share in the soft drib industry (Ang, 2014).
Direct Marketing
The brand is using a direct marketing in many ways by forming a partnership with
various restaurants, hotels etc. This is helping the brand in gearing up with the marketing
strategies. They follow an interest way to meet customer’s demand in order to offer an effective
brand in the market. Coca Cola is forcing out the competition by developing strategic alliance
with other companies. The direct marketing strategy used by the brand has proved to be market
effective. The marketing objective is to create a sales lead by operating an effective push
strategy, i.e. the use of enhanced marketing initiatives largely to support distributors and
wholesalers, and the final consumers. Coca-Cola operates under the pull strategy and directs its
marketing efforts and communication to the final consumers. They do not have any need to
generate sales leads (Fill & Turnbull, 2016).
Their marketing campaign devices are conveyed according to thru message, images,
sound and features. This has helped the marketing professional in conveying the message
directly to the customers. Messages are sent through images, words and audio material
increasing brand awareness. Coca Cola is consumed by millions of people. The most effective
marketing message is conveyed through an effective customer experience. The linkage between
the two points has created an ability to jointly support the IMC plan (Darley, 2016).

INTEGRATED MARKETING COMMUNICATION 8
Internet/Interactive marketing
(Digital advertising Strategy embedded by Coca Cola Amatil)
Coca Cola is using an interactive internet mercerising strategy to enhance market capacity. The
company has its own its own website that give a plan to people in order to navigate well. They
also have an interactive games, contest, shopping that enable an excellent customer experience.
In the modern era, internet marketing is an effective market strategy to create network with
people. It is an easy way to connect with the people. There is an increase in number of people
spending time on internet (Parente & Strausbaugh-Hutchinson, 2014). Coca Cola is presenting
the online marketing campaign with games, funny animations and videos. Coca Cola is coming
up with effective marketing strategies in order to gain market competencies. This is Coca Cola‘s
first exclusively all-digital marketing campaign. They are running advertisement on Twitter and
Facebook to support organizational interest. In the emerging market, the purpose of the brand is
to strengthen brand, while developing the brand, one of the primary focus is to strike a balance in
between all the profitable packages (Tomše & Snoj, 2014). Web based and social media
campaign used by the company constitutes as a benchmark for the industrial growth. People are
engaged over the social media channel to meet with the organizational structure. Based on the
number of people involved in the brand, it is possible to manage the brand effectively. Different
market tactics are provided on individual social networking sites, to uphold the organizational
goal. Crowd-sourced content as well as direct engagement are one of the most fascinating side of
social media marketing strategy. Web based interactive marketing is focused on design and
functionality, relying on banners, video and public relations. This market based strategy is
helping in managing the brand value in the eyes of the customers. New products, online games,
and social, cultural and sporting events are the focus of the Coca Cola Website content. Coca

INTEGRATED MARKETING COMMUNICATION 9
Cola’s commitment towards the market campaign of audience commitment all through their
online marketing policies is well recognized. The smart market strategy helps in managing the
organization in dealing with the social media promotion (Al Khattab, As ‘ad & Zaidan, 2015).
Sales Promotion
Sales promotion is one of the major factor stimulating sales of product. This is one of the
important parts of marketing communication mix. The sales promotion strategy of Coca Cola is
based on two strategies involving retail and food service. The retail efforts include company
partnership, direct store delivery and point of sale technique. Direct store delivery plays an
important role for the brand along with the supply chain (Hänninen, Hänninen, Karjaluoto &
Karjaluoto, 2017). Food service companies are directly focusing on the brand in order to
manage the market growth. These meals are well coordinated with Coca Cola in order to provide
with sales promotion. These drinks are added to provide with menu optimization. The
integrated components used by Coca Cola have helped in utilizing an effective marketing mix
strategy. These components are important enough to expand market advantage. It is important
for the brand to manage the brand in a special way in order to gain market competencies
(Schlinke & Crain, 2013).
The growing use of sales promotion has resulted in promotion clutter similar to
advertising cluster. Manufacturers are using an effective brand strategy to seek attention of the
customers. For the purpose, they are providing with an effective brand strategy in order to seek
attention of the customers. Marketing incorporated by the company includes vendor company
partnership designed for exclusivity. They are sponsoring in various sports an event that is
creating brand awareness. This helps in one-to –one sale to the client (Pawar, 2014). In recent
time the brand has shifted its focus over the web based marketing campaign there are premium
offers provided by the company to seek the attention of people. This allow in accelerating the
revenue. The special gift items given to the customers has allowed in managing the brand value.
They consistently participate in the organizational value mechanism. This is important for the
brand in order to gain sustainable market strategy. Sales promotion is important for a brand in
order to accelerate sales. This helps in creating awareness among people. Based on this, the
sales promotional tools are important enough to create interest of people. The awareness of

INTEGRATED MARKETING COMMUNICATION
10
product and value is important for gaining effective results. The meals are comprised of
convenience foods like hamburgers, hot dogs, French fries, etc. They are often complemented
with the Coke product as an accompaniment (Czinkota and Ronkainen, 2013).
Publicity and Public Relation
The important part of an IMC plan is to create awareness among people. These market
strategies will help in brand awareness in order to grow effectively. Publicity refers to a non-
communication process where the product is been publicized without any money. Coca Cola is
using its website as an important component of unpaid publicity. This channel is used as an
important component to meet the requirements of brand promotion. In the recent time, the brand
is using public relation tools to develop relation with the people. This is an important component
of an IMC plan (Gummesson, 2011). This particularly focuses on developing a positive brand
image. This will allow the brand to create a positive impact on people. They are using social
media campaign to generate awareness. The social cause and CSR helps in embarking brand
awareness for a longer time –period. They are using effective campaigns in the developing
countries. This has helped in creating a positive impact on the brand. The participation by brand
is one of the important tools that allow the brand in generating awareness. An Effective IMC
plan is important enough to build a better plan. The plan is important for creating better
opportunities in order to manage the relationship with the stakeholders in an appropriate way.
This is somehow important for a brand to manage the activities through publicity (Dunckley,
2017).
Personal selling
Under this process the seller directly distribute the goods to the customer. It is one of the
direct forms of selling. In order to generate awareness, one meted of IMC is to generate personal
touch with the customer. This strategy helps in achieving maximum result through an appropriate
implication of strategies. Coca Cola Amatil focus on using an effective brand strategy by using
personal selling method. These strategies are important for managing a consistent growth and
creating ample of business opportunity (Jain and Haley, 2009). In order to remain competitive, it
is important to use personal selling method. These methods are important for making the best

INTEGRATED MARKETING COMMUNICATION
11
efforts. Altogether, it is important from the point of view of the brand. This helps in one-to –one
sale to the client. In recent time the brand has shifted its focus over the web based marketing
campaign. This helps the brand in universal recognition. Their differential brand strategy has
helped in creating market accuracy. They have an interactive marketing strategy (Hollensen,
2015).
Basic budget concepts
The purpose of the IMC plan is to generate awareness among customer. The soft drink
market is already very competitive. There are brands like PepsiCo, Coca Cola etc causing
excessive competition. Under such a situation it is relevant an effective budget. This budget plan
focuses on the integration plan. It is important enough to meet the changes that are taking place
in the business environment. An effective budget plan gives a concrete idea to the brand in order
to diversify its activities. Budget allocation is important for a business to understand the
consequences of the effective budget allocation plans. The process of budgeting is important in
meeting up with the expectations of people. IMC in the recent time has become a necessity for
the business organizations. In this situation it is important to allocate the fund appropriately
(Jobber and Ellis-Chadwick, 2012).
The crucial purposes of budgeting include:
 A process to control resources
 To communicate responsibility center managers
 There is a need to motivate managers to achieve budget goals
 To find out ways to evaluate the performance of managers
 Providing with a visible company’s performance(Kotler, 2012)
Analysis
A budget of $ 2 million is taken for the IMC project. Before developing a message, it is
important to determine the target market. Here the target market is the young population. This

INTEGRATED MARKETING COMMUNICATION
12
is important from the point of view of developing an integrated marketing communications plan.
While assessing the customer behavior, one can focus on the strategy. This includes
demographic characteristics, education level, gender, income, and geographic location.
Identity
After identification of the target audience, it is essential to create a unique identity of
brand or company. The brand will make an investment of 50 percent on advertising. It is due to
the fact that a large section of youth is connected through media. This will be effective if it
appeals to an important need or value. By creating a unique identity, or "positioning," a brand
can gain success within a short period of time. This help in distinguishing the idea of product
from the competition. The rest 20 percent is through the social media channel. This is an
important way of reaching to the audience. Hence, it is suggested to invest on the social media
channeling order to generate awareness. In this way the message of integrated marketing
communications plan will embody this unique identity. The rest of the amount will be
distributed in the other channels.
Goals
A comprehensive integrated marketing communications plan helps in managing the
organizational objectives. In this way it is possible to allocate the money in a correct way. The
primary focus o budget is to gain market competency. In this case the focus is to generate 20
percent awareness. A second objective is to reach the target audience twice a week all through
the campaign's first quarter.
Budget
The overall campaign is to meet the organizational interest that helps in advertising and
promotion activities. The purpose is to manage the plans specifically that will go in the direction
of advertisements, promotional contests and online social media. The budget will account for the
unexpected changes taking place in the surrounding. The competition matches efforts, which
need to adjust the frequency of promotions. This help in managing to adjust brand identity to
counter the competition. The budgets account as an important part of promotional activity.

INTEGRATED MARKETING COMMUNICATION
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Evaluation metrics
The process of evaluation metrics help in managing the IMC process. Web based and
social media campaign used by the company constitutes as a benchmark for the industrial
growth. People are engaged over the social media channel to meet with the organizational
structure. Based on the number of people involved in the brand, it is possible to manage the
brand effectively. The process of IMC is important enough to manage the organizational value
and budget planning. This plan will help in managing the budget in order to coordinate the
function by managing the budget related function. It is however important to coordinate the
budget analysis in order to manage functions. They have achieved market success due to share a
coke campaign. This allows them to plan an effective strategy in the market followed by an
effective brand strategy. The segmented revenue growth strategy helps in maintaining managing
growth across the business sector. In the emerging market, the purpose of the brand is to
strengthen brand, while developing the brand, one of the primary focus is to strike a balance in
between all the profitable packages. Different market tactics are provided on individual social
networking sites, to uphold the organizational goal. Crowd-sourced content as well as direct
engagement are one of the most fascinating side of social media marketing strategy. Web based
interactive marketing is focused on design and functionality, relying on banners, video and
public relations. The process involve managing IMC in an effective way by
Conclusion
To conclude, an IMC plan is important for the company in order to attract market share.
It is evident from the research that a brand needs a systematic plan to gain market competency.
The report comprises of integrated marketing communication plan of Coca Cola Amatil. ). The
integrated marketing plan is based on celebrating the experience throughout the year. They focus
on an emotional product communication. The brand is already known well in the Australian
Market but there is a need to expand business operations in foreign nation as well. The purpose
of plan is to allocate the budget according to the need. This plan focuses on gaining awareness in
terms of Communication. In an integrated business atmosphere, the need of an IMC plan is to
value the market requirements. The changes in the IMC plan are required by implementing
effective activities in Coca Cola Amatil. The change in business model will help in managing the

INTEGRATED MARKETING COMMUNICATION
14
changes in an effective way. This will help in adding accuracy to the organizational goals. Coca
Cola Amatil focus on using an effective brand strategy by using personal selling method. These
strategies are important for managing a consistent growth and creating ample of business
opportunity. It is further recommended to add value through different foodservices. The Food
service companies are directly focusing on the brand in order to manage the market growth.
These meals are well coordinated with Coca Cola in order to provide with sales promotion.
These drinks are added to provide with menu optimization.
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