Coca-Cola: Integrated Marketing Communication Program Plan, MKT201

This project presents an integrated marketing communication (IMC) plan for Coca-Cola, aiming to enhance brand interest and sales of Coca-Cola Zero Sugar. It details marketing communication goals, objectives, and a redesigned message emphasizing health benefits. The target audience includes adults and young adults globally who are health-conscious. The marketing mix involves advertising (TV, radio, social media), sales promotions (discounts), and event sponsorships. A 6-month media schedule is proposed, and campaign evaluation methods such as summative and formative evaluations are suggested to measure the campaign's impact. This document, available on Desklib, offers a comprehensive marketing strategy for Coca-Cola.

INTEGRATED MARKETING
COMMUNICATION FOR COCA-COLA
By (Name)

Introduction
Coca-cola maintains its position as the world’s
largest beverage company. It has been ruling the
heart and taste of people for the past century.
The product is well known all over the world.
Currently, its brand recognition stands at 98
percent, which is the highest for any firm
operating on a global scale (Ottoman, 2017).
 Therefore, in an effort to maintain this position,
the firm may adjust its IMC campaign to portray
coca-cola as a fun and healthy beverage.

Part I
Marketing Communication Goal and Objectives
The primary objective of this integrated marketing
campaign is to enhance the interest, excitement and
desire for coca-cola products across the world.
By portraying coca-cola is a fun and healthy
beverage, consumers will be made aware of the new
coca-cola products that are great for the health of the
consumers.
This plan seeks to increase the number of sales of
coca-cola zero sugar products by portraying the
product as a healthier alternative to most soft drinks
in the global market.

Cont…Redesigned message key
“Tastes more like coke, looks more like coke,
but much healthier”
this message will reassure consumers of the
same old taste of the coca-cola product but
with an added advantage of the fact that it is
a healthier alternative since it has zero sugar
(Reddy, Reddy & Venkatesulu, 2016).

Cont…
Consequently, this will capture the market
segment comprising of diabetic individuals
who could not enjoy coca-cola previously due
to sugar additives (Intergrated Marketing,
n.d.).
Additionally, it will help maintain loyal
consumers who would like to seek a healthy
but tasteful drink such as coke zero.

Cont…
Target audience
This marketing campaign targets adults and
young adults across the world who are keen
on consuming less sugar in their diet while at
the same time like to enjoy good drinks such
as coca-cola (Greenfield, 2016).

Part II
Choice of marketing communication mix
The campaign will utilize a marketing
communication mix comprising of sales
promotion, advertising, and event
sponsorship.
 All these methods will go a long way in
promoting the product to the target
consumers across the globe (Onkvisit& Shaw,
2017).

Cont…
Advertising
The Company will utilize advertising as the main
marketing communication tool in this campaign
to create an awareness of the existence of the
product and the various benefits associated with
the product (Kokemuller, 2018). This will take
up a significant proportion of the allocated
marketing budget. The advert will run through
mainstream media such as television, radio, and
newspapers, as well as social media platforms
like YouTube and Facebook

Cont…
Sales promotions
The Company will also utilize sales promotion
by offering discounts for the coke zero in the
first 3 months after the beginning of the
marketing campaign. This will attract more
clients while at the same time increase
awareness of the existence and benefits of
the product (Gillespie, 2015).

Cont…
Event sponsorship
The company may also sponsor a major event
to increase the awareness of the brand as
well as increase the number of sales of the
product (Armstrong, Kotler, Harker, &
Brennan, 2015).

Cont…
6-month media schedule based on the
media mix criteria

Campaign Evaluation Methods
In order to determine the exact impact of the
marketing strategies, various evaluation
methods may be used.
They include;
Summative evaluation
Formative evaluation
Outcome evaluation

cont…
First, a summative evaluation may be used to
determine the effects and outcomes that are as a
result of the marketing campaign (Evaluating the
Impact, n.d.).
A formative evaluation may also be utilized in order
to determine the strengths and weaknesses of the
campaign materials and their overall impact on sales
(UN Women, n.d.).
The company may use a summative evaluation
method to examine the implementation of the
campaign and see what has been accomplished from
the advertisements.

References
Anders, J., 2011. Coca Cola’s Marketing Strategy: An
Analysis of Price, Product, and Communication.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R.,
2015. Marketing: an introduction. Pearson Education.
Evaluating the impact of your campaign. [Online]
Know How Non-Profit. Available at:
https://knowhownonprofit.org/campaigns/campaignin
g-and-influencing/developing-your-campaign-
strategy/evaluating-the-impact-of-your-campaign
[Accessed 23 May. 20].
Gillespie, K. and Riddle, L., 2015. Global marketing.
Routledge.

Cont…
Greenfield, S., 2016.Giving the Global High Sign: Coca-Cola Advertising of the
“American Way” in Life Magazine, 1941-1947.
Integrated Marketing Communications. [Online] MMC Learning. Available at:
http://multimediamarketing.com/mkc/marketingcommunications/ [Accessed 23
May. 20].
Kokemuller, N. (2018). What Is a Marketing Communication Mix?. [Online]
Chron. Available at: http://smallbusiness.chron.com/marketing-communication-
mix-63541.html [Accessed 23 May. 20].
Onkvisit, S. and Shaw, J.J., 2017.The ‘glocalization’of product and advertising
strategies. Strategic International Marketing: An Advanced Perspective, p.23.
Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and
inspiration for sustainable branding. Routledge.
Reddy, S.K., Reddy, U.M. and Venkatesulu, K., 2016.Brand revitalization.
International journal of science technology and management, 5(1), pp.321-326.
UN Women. (n.d.). Types of campaign evaluation. [Online] Available at:
http://www.endvawnow.org/en/articles/1332-types-of-campaign-
evaluation.html?next=1333 [Accessed 23 May. 20]