Exploring Marketing Communication Strategies

The provided document appears to be a collection of research papers and studies related to marketing communication. The content includes articles on social media in alternative marketing models, selling climate change, and revitalizing brands through communication messages. Additionally, there are references to books such as 'Integrated Marketing Communication' by Kitchen et al. and 'The Service-Dominant Logic of Marketing' by Lusch and Vargo. The document also mentions a 5-stage consumer buying decision process, which is likely a topic of discussion in the assignment.

Marketing
Communications

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
Brief description of Coca-Cola including internal and external factor as well as marketing
theory...........................................................................................................................................1
TASK 2............................................................................................................................................6
Development of marketing communication strategy which is used to understand the
communication process ..............................................................................................................6
TASK 3............................................................................................................................................9
Effectiveness or potency of NIKE marketing communication strategy in during the Pyeong
change 2018 Olympic winter Games..........................................................................................9
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12
.......................................................................................................................................................13

INTRODUCTION
Communication is identify as an effective process of transmitting, initiating and receiving
information. It is also define as a transmission of message from transmitter to receiver by means
of signal of few sort, sent via a channel of some category. Marketing communication is a
combination of marketing channels and tools. It can be present in the form of advertising, direct
marketing, personal selling, promotions, public relations, sponsorship etc. It is essential and
beneficial for the each and every organisation in different terms such as developing strategic
vision, creating brand awareness, fostering goodwill, expressing competitive edge, attracting
talent and informing investment community (Akinyele and et. al., 2010). This report is based on
three tasks and in first two task chosen organisation is Coca-Cola and in last task, given
enterprise is NIKE. Both companies are multinational and served in worldwide. Brief description
of the Coca-Cola and evaluation of the different approaches on marketing communications are
determined in this study. Development of marketing communication strategy and elements of
communication process which is also covered in this project. Beside this, effectiveness of NIKE
marketing communication strategy which is also evaluated in this assignment. Main purpose of
this report is to identifying important and significance of marketing communication in the
business operations and functions.
TASK 1
Brief description of Coca-Cola including internal and external factor as well as marketing theory
Coca-Cola is an American multinational Beverage industry, manufacture, corporation,
marketer and retailer of Syrups and non-alcoholic beverage concentrates. It is the biggest selling
soft drink and popular company in history. It is a world famous and popular organisation with its
flagship coca-cola products, it was invented by the Asa Griggs Candler and John Pemberton in
1886. Coca-Cola produce different variety of products to the customers such as Sprite, Fanta,
Diet Coke, Coca-Cola Zero, Dasani, Coca-Cola Life, Minute Maid, CIEL, Powerade, Simply
Beverages, Coca-Cola light, Fresca, Del Valle, Mello Yello, Fuze, etc. All these products are
available in market place with different range of price. These price are based on its product
quality and quantity (Almeida and et. al., 2012). Main aim and motive of this organisation is to
provide quality beverages to the customers at reasonable rate. So it assist the business
organisation to maximise their sales and revenues in given time duration.
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Coca Cola targeting and positioning:
Targeting: Company doesn't target a particular segment but accommodate its marketing strategy
which help them to develop new products in marketplace.
Age: Mostly, Coke does not have a particular target and is used to each and every person. But the
main customers whose belongs in age group of 12 to 30. Thus main target audience of the Coca-
Cola is youth or youngster (Amoako and et. al., 2012).
Nature: Nature of the business organisation is to provide joy, fun, entertainment to their target
customers.
Positioning: Coca-Cola is world famous and well-established brand in all over the globe.
Perception of the clients about business products is much high which is beneficial for them to
accomplish their marketing goals and objectives in allotted time duration (Bacile, Ye and
Swilley, 2014). Company has been successful by applying its Unique Selling Preposition (USP)
as “Live the Coke side of Life”, it is mainly related to happiness and joy.
Methods of marketing communication: Coca-Cola currently used different kind of
communication methods with aim to promote its new products and services in marketplace.
There are some methods which are determined as below:
Advertisement: In order to promoting their new coke products, company mainly
emphasis on TV Commercials. In this they includes all age group people and retain strong
relationship between them, where as if business entity look at it another challengers like Pepsi. It
is a main competitor of the organisation whose adopt same strategies which is completed by
Coca-cola so there are different sameness in such type of strategies.
Sales promotions: It is another important part of the marketing communication which is
used by the company to advertise their products in marketplace. Further, it support to maintain
long lasting relationship with customers (Baker, 2014). In order to attract large number of the
customers, Coca-Cola pull strategies, it includes different aspects such as discounts, buy one get
one free and many other.
Direct marketing: It is a best techniques including, social sites, fax, mails etc., these are
less used by the Coca-Cola because it is world famous enterprise which does not follow their
strategic planning to apply such tool. But sometime it is useful and beneficial for the company
when its targeting individual customer.
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Publicity and public relation: This tool play important and critical role in establishing
the brand image and goodwill of organisation. For example: like in Cola, Sprite is a average
brand which tried to relate with sensitive group by communicating the message of effort to
building homes for large number of person who are not rich.
Personal Selling: It is also important and foremost method of marketing communication
which is used by the each and every company in order to advertise their coke products in market
(Berthon and et. al., 2012). It is less used by the Coca-Cola because it is world largest and
fastest growing industry in all over the globe.
Internal and external factor of Coca-Cola: These are important and necessary part of the
organisation to gain competitive edge in limited time period. In this internal factor includes
SWOT and external factor Includes PESTLE Analysis. Both these are determined as below:
SWOT Analysis of Coca-Cola:
STRENGTHS: There are some strengths of the company which are identify as below:
World's leading brand: Coca-Cola is one of the famous and strongest brand worldwide
with leader in brand portfolio and value. They are popular with its top four brand like sprite,
Coca-Cola, Diet coke and Fanta (Brunello, 2013). Du to its, business entity come out with the
extension of brand like Lemon coke, Cherry coke and Vanilla coke.
Operates in large scale: Company operates in very large area with its turnover over than
$25 billion. Thus, it is world largest distributor and retailer of non-alcoholic drink. Recently,
business operates and runs in over 200 nations which is most of the strong point for the company
to achieve long term goals and objectives.
WEAKNESS: There are few weakness of Coca-Cola are define as below:
Health issue: Coca coal comp-any has to face different health related issues like it cause
the cavities, diabetes and many other disease. Continuous consumptions of soft drink also
damage human body.
Negative impact of publicity: Coca-Cola face different negative impacts of the publicity
in India. The science and environment centre (CSE) applying pesticide substance in their soft
drink that were produced in India (Castronovo and et. al., 2012). Soft drink products can cause as
a cancer, damage reproductive and nervous system and also decrease bone minerals.
OPPORTUNITIES: Different opportunities are available for the Coca-Cola which are
determined as below:
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Non Carbonate drinks: To meet with the demands and wants for non carbonate drink
products in United Kingdom, company has exist with its brand name of OASIS, it is a non
carbonated fruit drink. There are another brand such as FRUITOPIA, CAPPY.
Increasing brand of bottled water: In all over the world, large number of the person
decently more health conscious which are maximise bottled water brand. In United state, such
brand generated $15.6 billion revenue.
THREATS: There are some threats which are face by the Coca-Cola, these are shown as below:
Coca WAR: One of the main threats of the company is Coca war, it was essentially a
marketing campaign and television advertisement between the retailers of soft drink (Corner and
Randall, 2011).
Issue going in some parts of the globe: There are different parts of globe like Colombia,
India coca-cola has to fall due to some problems like, use of pesticide in India. It effects on
business and its sales in negative way.
PEST Analysis of Coca-Cola:
Political: Coca-cola is famous and non-alcoholic beverage organisation that produce
different products which is certified from Food and Drug administration (FDA Department) in
all over the glove, it is a legal authority and role is to certify the entire manufacturing process
whether the business reaching international quality or not.
Economic: This factor too have a direct and main effect on business of global and large
organisations. The actual global financial situation decreased the business profit in significant
manner. Coca-Cola handled to change relatively unharmed which is also effects on business
performance and activities (Danaher and Rossiter, 2011). It is identify as an economic crises
which highly impact the buyers.
Social: Different social factors that effected on business such as fashions, customs,
wishes, education level, hopes, living standard of people, distributions of income, consumers'
consciousness, traditions, corruption and many other. In cause of Coca-Cola, product labelling
and marketing strategy is different from nation to nation which depends on tradition and culture
of country. Company apply its marketing tools with this film stars and other actors as their brand
ambassadors.
Technological: It is another factor which also effects on the business operations and
activities (Delgado-Ballester, Navarro and Sicilia, 2012). In Coca Cola, technology includes
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innovative approach of production of services, products and discovery of other development.
Such kind of technology makes the better utilisation of raw material in possible way (Finne and
et. al., 2012). They also should have strong and long term scheme methods towards the speedily
variation in technology quality and thereby developing and keeping a standard competitive edge
over their competitors.
Consumer buying process: This process includes different stages which are determined as
below:
Illustration 1: 5 Stages of consumer buying decision process
(Source: 5 Stages of consumer buying decision process, 2018)
Step 1: Recognition of wants and needs: Under this stage, marketing manager of the
Coca-Cola company analysis the wants and needs of the customers towards beverages (5 Stages
of consumer buying decision process, 2018). In this internal and external factors that are
influencing the board of director in making effective decision about this concepts.
Step 2: Information search: Internal factor such as employees, suppliers and many other
highly effects on managers is to conduct research and collect necessary information about
customers taste, needs, preference and so on (Graham and Frankenberger, 2011).
Step 3: Evaluation of choices: It is main role of the customer is to purchase an effective
products as compare to other competitors.
Step 4: Purchase: At this stage, customer buy the goods. Their purchasing judgement
may be effected by such manner in which they can buy and collect the beverage.
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Step 5: Post purchase evaluation: It is identify as the feedback of the customers related
to beverages and many other products. So it is also effects on business operations and activities.
TASK 2
Development of marketing communication strategy which is used to understand the
communication process
Communication strategy of the each and every organisation is plays an essential role in
implementing brand (Iyer and et. al., 2014). It is also essential for the company to attract large
number of the customers towards business products and services.
Marketing communication strategy of Coca-Cola: These are spread in different dimensions
which are identify as below:
Introducing Diet coke city collections: It is a latest strategy of company which is
restricted from 5th to 30th June in 2010. Here, such brand providing free colors or emblem of nails
for free on buy of two bottles with 500ml. It is an unique combination or collection as two
another sectors like beauty and beverage industry. This strategy is apply by the company when
they target particular set of customers.
Occasion based marketing programs (2010): It is another marketing communication
strategy which implemented for the beverage of Fanta, it is identify as a business trade mark.
This type of promotion is mainly to establish a platform to do substantive trails with target
market like teens and mums (Jackson and et. al., 2014).
Elements of communication process: There are different aspects which are includes in
communication process. These are identified as below:
Sender: It is depict as a person who intend to transmit the message and important
information to other is called as communicator.
Ideas: It is a best subjects which is mainly related to the communication. It may be an
attitude, opinion, orders, views, feelings and suggestions.
Encoding: Content of communication is identify either intangible and theoretical. It is
requires different symbols like pictures, actions or words. Transition of communication matter
into such kind of symbols is called encoding.
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Communication channel: In this person who are highly interested in transmitting has to
select the best channel for sending necessary information, data, ideas and many other. It is
identify either informal and formal.
Receiver: It is a person who receive important and necessary message about
technological changes, process and many other (Kerr and et. al., 2010). It is important for the
company to accomplish desired objectives in limited time duration.
Decoding: The person who obtain the information and signal from the sender tries to
exchange the same in this manner so that they extract its significant to his full understanding.
Feedback: It is identify as an effective process of seeing that the liquidator has obtain
information and known in the equal sense as transmitter meant it.
All these communication process is needed by the marketers before planning their global
marketing campaigns. This process support the Coca-Cola is to understand their receiver and
sender. In this business rites to apply an effective campaigns, with the help of these they can
expand their business operations and activities at international level. In this they use different
types of communication channel which help them to easily attract large number of customers in
an easy manner (Kim and et. al., 2012). Further, it support to maximise business sales and
revenues which turn to increase their growth and success in competitive marketplace. Feedback
from customers is also essential for the Coca-Cola to know its preference and taste about
beverages.
Plan for global marketing campaign is mainly related to the product life cycle management plan,
pricing plan and many other. These are determine as below:
Product life cycle management plan: This plan includes four stages such as introduction,
growth, maturity and decline. It is important for the coca cola to develop their innovative
products and services in marketplace. At introduction stage, business entity introduced their new
beverages in market and to the customers. In the growth strategy business entity identify growth
of the products. Maturity stage also essential and important for the organisation to identify sales
progress and development of company. In decline, it is a last phase which is also useful for the
enterprise to renew their services and products as per the needs and wants of the customers.
Pricing plan: In order to develop this plan Coca-Cola tries to set a best price of their
products. It is mainly based on market demands and customers needs (Kitchen and et. al., 2010).
So it is helpful for the business to attract large number of customers by providing quality and
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effective products to them. This plan also essential for the organisation to maintain long lasting
relationship and loyalty with customers.
There are different marketing theories and models which are determined as below in an
effective and efficient manner:
Innovation adoption theory:
It is one of the main and essential theory which is developed by the E.M Rogers. It is
important for the Coca-Cola to develop innovation and modernization in their business
operations and functions (Lusch and Vargo, 2014). In this they try to innovate in their flavour of
beverages. This theory is highly essential in getting products, ideas, behaviour and thoughts in
relation to gain development and progress in competitive marketplace.
Pull, push and profile strategies:
Push strategies: It is one of the best strategies which is adopt by the Coca-Cola in order
to sell their products. Main aim and motive of the company is to targeting the retailers in o9rder
to ensure business products and services which are available in marketplace (Amoako and et. al.,
2012). It can be completed via rebate structures, trade shows, pricing and sales
representativeness.
Pull strategy: It is another strategy which is used by the coca-cola because it is a world
famous and popular brand in all over the world. It can be finished via targeting customers
through sales promotions, discounts, mass media, word of mount and many other. All these are
highly support the organisation to maximise customer base in the enterprise.
Profile strategy: It is another important and essential strategy which is different from the
pull and puss strategy (Luxton and et. al., 2015). In this profit and image of the company is
highly important to attract large number of audience towards business services and products. It
also assist to maximise sales and revenue in limited time duration.
SOSTAC Planing model: It is one of the best and foremost model which is used by the
Coca-Cola in order to expand their business operations and activities at different level. SOSTAC
stand for situation, objectives, strategy, tactics and actions. All these are essential and beneficial
for the organisation to maintain strong relationship with customer and employees. Further it is
useful to accomplish long term goals and objectives of company in limited time duration. In this
Coca-Cola set an effective objective to increase their sales and revenues. Situation is identify as a
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condition of the company, it is the role and responsibility of manager is to set an effective
strategy which help to manage entire work and activity of company in given time period.
TASK 3
Effectiveness or potency of NIKE marketing communication strategy in during the Pyeong
change 2018 Olympic winter Games
NIKE is an American multinational organisation that is engaged in different ways such as
development, design, worldwide marketing, manufacturing, and sales of footwear, services,
accessories, apparel and many other. It was founded by Bill Bowerman, Phil Knight in 1964. In
organisation, there are approx 74,400 employees are working with motive to achieve long term
goals and objectives in limited time duration. Pyeong Chang 2018 Olympic Winter Games, it is
international winter multi sport program that was held between 9 and 25 (Mihart, 2012). Two
iconic American brands like Nike and Ralph Lauren (Baker, 2014). They have already
discovered will receive some danger swag.
Opening Ceremony Outfits: Nike just disclosed the ensembles for the large kick-off,
they are red, blue and white. In order to stay warmed in the awaited brutal cold, challengers will
wear both bomber and parkas jackets, each furnished with heating method that last up to eleven
hours.
There are different marketing communication strategies of NIKE which is essential and effective
of the them to attract large number of clients towards Nike products and services. In during the
Pyeong change 2018 Olympic winter Games, company apply different strategy which are
determine as below:
Online surveys: It is important and essential for the organisation in order to conduct
online survey which help them to reduce their time and cost (Berthon and et. al., 2012). It is also
useful for the company to attract maximum number of the clients in an effective and efficient
manner. In this business organisation is capable to identify basic needs and wants of the clients
so that they are understood about this, company will try to satisfy them in an effective and
efficient manner.
Web Analytics: It is another essential and valuable part for the company to give their all
details in own websites. So that it help to establish strong relationship with customers and
employees in an effective and efficient manner. Web page of the organisation is used by large
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number of population who are mainly interested to purchase clothes. It also evaluate online
content standard, its effects, utilisation and online commend of customers on web. This aspects
includes customer relation management which support the business entity to maintain strong
connection with clients and workers easily. It is also essential and important to maximise
customer base in the organisation.
Marketing Tactics- level KPI: Each and every business fix Key performance indicators,
it is one of the bast and valuable factor. With the help of this tool they easily measure employees
performance in an effective and systematic manner (Brunello, 2013). This is a identify as a
metric tool include social media share numbers, page view, merchandising insights,and many
other necessary message on social media platform which is relate by an individual who work in
the enterprise. Where Nike is famous and well-established brand among entire sports name in all
over the world, surely it has online message and different number of viewers which observe there
profile and goodwill everyday. Such kind of tactics can analysis entire activities and functions of
online media as well as put organization on ease. This also assist in identifying opportunities and
chances in marketplace and future threats in enterprise that can get obstruction in form of Nike
success and growth.
Tandem Working :- It is identify as a main way in order to innovate accurate technique
and tools to examine marketing communication which is essential for them to defining goals and
objectives for promotional information (Castronovo and et. al., 2012). It will comprises growth
and progress in turnover, new audience in shop, publicity of business products, and developing
recommendation. Each and Every promotional activities like public relation and advertisements
should goals and objectives to compass more than one motive at once. NIKE is a best
organisation which achieve long term goals and objectives, as Nike motive at tandem functioning
or working which determine their targeted audience by particular content and connection via
marketing mix method.
Set benchmarking- In this no specific tool techniques in order to evaluating efficiency
and effectiveness of the strategies of marketing communicating, it is highly require by the
business manager is to set an effective benchmark which help to increase sales and revenue of
the organisation (Castronovo and et. al., 2012). In addition to this, Nike company used
benchmarking with motive to earn maximum amount of capital as well as maintain their quality
in marketplace.
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Promote employee engagement- It is also essential and necessary for the organisation to
raise motivation level of employees so that they can work with full dedication and efforts which
is good for the company to accomplish their predetermined goals and targets in limited time
period. Nike company organise different activities and functions which support to maximise
sales and turnover of the enterprise. In this NIKE use different methods to encourage and
promote workers such as motivation theory and many other. This will help to attract maximum
number of clients by providing quality products and services to them (Castronovo and et. al.,
2012).
Ansoff matrix is also essential and useful method for the NIKE to expand their business
operations and activities at international and national level. This approach includes four parts
such as product development, market development, market penetration and diversification. All
these are highly support business to identify new market needs and wants. It is beneficial for
them to enlarge their operations and functions in various level. With the help of this strategy they
easily maximise their turnover and sales (Baker, 2014). In this business entity try to diversify
their products as per the needs and demands of the customers. So that they are capable to easily
fulfil this and gain competitive edge in effective and systematic manner.
CONCLUSION
From the above mentioned report, it can be concluded that marketing communication is
one of the main and beneficial tool for the each and every organisation. With the use of this
techniques they can easily gain long term success and development in marketplace. There are
different tools and techniques are used by the company with motive to promote their new
products and services in marketplace. In this they use sales promotions, publicity, public relation,
direct marketing and many other. All these are highly support business organisation to maintain
strong relationship with clients. Different kind of strategies are also used such as pull, push,
profile, innovation SOSTAC Planing, pricing and product life cycle management plan. All these
are highly essential to maximise their sales and revenues in limited time duration. Effectiveness
of marketing communication strategies also support to increase customer base in the
organisation.
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5 Stages of consumer buying decision process, 2018. [Online]. Availabel through:
<http://managementation.com/5-stages-of-consumer-buying-decision-process/>./
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