An In-Depth Report on Coca-Cola's Integrated Marketing Communication

This report provides an in-depth analysis of Coca-Cola's integrated marketing communication (IMC) strategies. It begins with an introduction to marketing communication and IMC, emphasizing its role in influencing consumer behavior and achieving business objectives like increased sales and customer loyalty. The main body of the report identifies and analyzes Coca-Cola's current marketing mix, segmentation strategies, and persuasive communication techniques, including advertising and direct marketing. The report explores how Coca-Cola uses various communication channels to reach its target audience, build brand image, and promote its products. The conclusion summarizes the key findings, highlighting the importance of IMC for Coca-Cola's success and suggesting areas for improvement in its communication strategies. The report also includes references to relevant books and journals.

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)

Segmentation: Coca cola organization has adopted multi segmentation strategy. Business entity
has more than one market segments. Management team in an enterprise has created a marketing
mix for every segment. Cited business venture has approx. 399 products line and 3400 product
mix.
Persuasion analysis: Persuasion is refers to as communication which is designed with the
objective to positively inspire people to change their value, belief. There are several theories of
persuasion. Social model of persuasion states that customer in the market make judgement
about the content or information in message. Slogan used by the companies for promoting
products or brand has direct as well as significant influence on customer perceptions as well as
buying behavior. Marketing campaign organized by coca cola company, have been designed as
per the message company wants to convey to its target customers. An organization wants to
convey a message about the satisfaction customer will get after consumption soft drink. As per
the view of Kotler, effective message that can be communicated by company includes solution to
the problem faced by customers. This marketing strategy and integrated marketing
communication has supported coca cola company in increasing sales and profitability
(Blakeman,2018)
Analysis of Present advertisement: Advertisement is considered as non-personal communication.
Aggressive advertisement strategy has been adopted by coca cola company which has helped
business entity in promotion of brand, products or services. Marketing team in an organization
has planned to introduce themes and has decided to use online platform such as social media
sites for promoting goods as well as services. This technique of promotion has allowed company
to reach wide number of customers and provide them products or services. Marketing team in
cited business venture has designed attractive as well as meaningful slogan for conveying
message as well as business objectives. Now an organization is planning to adopt direct
marketing technique for promoting brand (Finne and Grönroos, 2017)
Present integrated marketing practices: Coca cola company utilizes integrated marketing
communication as a part of campaign with the objective of interact directly with target group.
Another purpose of integrated marketing communication is to ensure a create a closeness to
customer and influencing them to buy goods or services offered by an organization. Integrated
marketing communication strategy adopted by coca cola organization which intends to develop
feeling as well as affiliation towards their customers (Porcu, Del Barrio-García and Kitchen,
2017) An organization has conducted this activity by participating or engaging in programs or
events organized for welfare or development of society. This strategy has supported business
entity in enhancing brand image and improving reputation. It has also enabled firm to generate
brand image and get recognized in the market. Marketing team in coca cola company has made
effective marketing plan to reach all target customer group by emphasizing or concentrating on
product value, fun and entertainment. The other purpose of integrated marketing communication
is to provide customer with complete information about product and educate client about usage
of particular item. This strategy has assisted business entity in increasing sales and generation of
higher revenue (Fajar, 2017)

CONCLUSION
It has been concluded from the report that developing as well as implementing integrated
marketing communication is important for companies in order to achieve marketing objectives.
Integrated marketing communication support firm in conveying the message as well as business
objectives. It as been identified from the project that , coca cola is performing well in the
market , but company is still required to make improvement in integrated marketing
communication strategy. Assignment has highlighted several strategies which can be adopted by
coca cola for enhancing communication. Study has successfully explained the concept of
integrated marketing communication.

REFRENCES
Books and Journal:
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Finne, Å. and Grönroos, C., 2017. Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing. 51(3).pp.445-463.
Fajar, A., 2017. IMPLEMENTASI INTEGRATED MARKETING COMMUNICATION (IMC)
PADA PT TOKOPEDIA DALAM MEMPERTAHANKAN PELANGGAN. Jurnal
Komunikasi. 8(3).
Porcu, L., Del Barrio-García, S. and Kitchen, P.J., 2017. Measuring integrated marketing
communication by taking a broad organisational approach: The firm-wide IMC scale. European
Journal of Marketing. 51(3). pp.692-718.
Patti, C.H., Hartley, S.W., and Baack, D.W., 2017. Improving integrated marketing
communications practices: A comparison of objectives and results. Journal of Marketing
communications. 23(4). pp.351-370.