Evaluating Coca-Cola's Integrated Marketing Communications Plan

This report evaluates the integrated marketing communications (IMC) strategies employed by Coca-Cola, examining different marketing channels and their effectiveness in achieving communication objectives. It designs communication objectives tailored to Coca-Cola's organizational situation, justifying the selection and integration of chosen communication channels. The report further develops a marketing communications plan to meet specific communication objectives and critically evaluates this plan in relation to its strategy, channel choices, and creative content, considering ethical measures and the impact of IMC on consumer behavior and brand image. Desklib offers this report along with other solved assignments and past papers.

INTEGRATED MARKETING COMMUNICATIONS

Table of Contents
INTRODUCTION................................................................................................................................2
TASK 1..............................................................................................................................................3
EVALUATE DIFFERENT TYPES OF MARKETING CHANNELS AND HOW THEY SERVE
COMMUNICATION OBJECTIVES WITHIN AN ORGANISATIONAL CONTEXT.................................3
TASK 2..............................................................................................................................................8
DESIGN COMMUNICATION OBJECTIVES FOR A GIVEN ORGANISATIONAL SITUATION..............8
PROVIDE JUSTIFICATIONS FOR THE SELECTION AND INTEGRATION OF COMMUNICATIONS
CHANNELS CHOSEN...................................................................................................................12
TASK 3............................................................................................................................................14
CREATE A MARKETING COMMUNICATIONS PLAN THAT EFFECTIVELY MEETS
COMMUNICATION OBJECTIVES FOR A GIVEN ORGANISATIONAL SITUATION.........................14
CRITICALLY EVALUATE A MARKETING COMMUNICATIONS PLAN IN RELATION TO THE
COMMUNICATION STRATEGY, CHANNEL CHOICE, AND CREATIVE CONTENT..........................18
CONCLUSION.................................................................................................................................20
REFERENCES...................................................................................................................................21
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INTRODUCTION
The businesses use different tools to promote their company, products and services. Integrated
Marketing Communication is a rigorous tool that promotes accumulation of all components of
the marketing mix.Integrated Marketing Communication (IMC) is an essential feature that
promotes brands as well as helps eventually in increasing sales, awareness of products and
services, yielding high profits and revenue. Nowadays, it has been notably fragmented that
marketers are using this tools for compelling and promoting the consistent messages for all
stakeholders of any business (Andrews and Shimp, 2017). The importance of the use of the IMC
provides a competitive advantage in order to design the different aspects of marketing. Some of
the features are sales promotion, advertising, public relations and direct marketing other than
the work which is isolated. There are different objectives behind the strategy that is proposed
under IMC for communicating to the customers.
The study will provide the knowledge and understanding of the techniques that are associated
with communications (Moriarty, et al. 2014.). However, it can underpin the knowledge and skill
through which enhancement to the career opportunities and achieving business objectives can
be maintained. Working in the organisation named Coca-Cola the importance of integrated
marketing communication is evaluated.
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TASK 1
EVALUATE DIFFERENT TYPES OF MARKETING CHANNELS AND HOW THEY
SERVE COMMUNICATION OBJECTIVES WITHIN AN ORGANISATIONAL CONTEXT
Marketing communication is made up of the marketing mix. It consists of 4P’s of marketing and
for upraising the sale of goods and services then they are made of 7P’s. The marketing
communication is comprised of different tools and marketing channels in combination. They
can be advertising, direct marketing, personal selling, communication, sponsorship, public
relations and communication.
There are different communications channels that can be initialised with the creating a
communicative means. This can be formal, informal and unofficial. Through modern means of
communication, it can be a face-to-face conversation or an interdepartmental memo or
anything that can transmit information from a manager (Young, 2014). Other than this,
Telephonic communication, public addressing system, audio and visual media, conference-
interchange of views, meeting, cultural affairs, reports, policy manuals are all means of
communication.
Formal Communication Channel
This provides the information regarding goals, policies and procedure of the organisation. This
can transmit information through a newsletter, in the form of memoranda, reports, scheduled
meeting of the chain of command.
Informal Communication Channel
Within a formal environment, some informal measures function efficiently. It is necessary to
create a balance between the formal and informal communication (Andrews and Shimp, 2017).
Thus, discussing in a relaxed atmosphere can smoothen the functioning of the organisation.
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Coca-Cola follows the Non-verbal means of communication through which they connect with
their employees and customer. Event the coca-cola needs to be in direct contact with their
customers through verbal means of communication (Scarpaci, et al. 2016). This provides
opportunities for its trained staff to talk customers about all issues regarding their products.
Thus, marketing their product is major agenda of the organisation. Further, it can be promoted
through configuring different media mix:
DECIDING ON MEDIA MIX
This can be important for business through justifying the methods that are relative to the
business with the use of the main method the Coca-Cola Company can use
 Promoting through events and experiences by
For the product like Cokelite and Coke Zero the events that companies sponsors are the
activity that is generated through product poster way of growing communication
process. The purpose of product poster helps in engaging the effective communication
measures through provision trade.
 Use of Media
The strategy presents the effectiveness of the marketing campaign through which it can
be altered through different ways in which the message is being communicated. The
role of the marketing communications in promoting and developing the brand is
important (Perez, 2017). It also building customer loyalty can be practised through
analysing the market condition and creating brand awareness.
 Establish budget
The marketing manager of Coca-Cola Company is responsible for analysing the market
conditions and planning the advertising budget for the product promotion. The amount
of the product promoted can be divided among services, departments and lines by
spending too much on the product. It is a critical measure to improve the source of
direct loss for the company. The possible measures that can be taken in order to
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establish the advertisement budget and increasing the business cost of the product the
use of the 360-degree communication marketing can be established (Scarpaci, et al.
2016). Other than this the objective that was adopted by the Coca-Cola despite
distribution strategy and building strong image is forming closeness to the consumer
and consumption of the product a daily ritual.
 Sales Promotion
The sale promotion turns out to be an effective way to establish communication in the
company. As Coca-Cola is a household name which offers short-term incentives on
buying their products has made their sales ratio to the topmost condition. They serve
their customers by associating them with the opportunity to win various prizes via
popups shops. The participation of customers in such activities is not only traditional but
associate through online means effectively (Steenkamp, 2017). The Online users those
who participate in the competition shares the moment's picture under the hashtags
#Cocacolalife#winningprize. It has been proven that the launch of the campaign through
using the integrated marketing communication tool provides a considerable amount of
growth for the life brand in Coca-Cola Company in general.
ETHICAL MEASURES
There are some ethical measures that are recorded while campaigning for the products of the
Coca-Cola Company. The reported ethics are a health risk to consumers i.e. some drinks contain
fish gelatine. The other effect marketing through the internet or any other means attacks on
the dignity of native communities and contribute to the deteriorating health. The ethical issues
help in shaping its promotional mix of the company (Young, 2014). There are many issues
regarding marketing communication. They are:
 Attracting people to buy a number of products that they can afford
 Overemphasize materialism
 Increasing the cost of goods and services offered to the customer
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 Some of the advertising is unethical with respect to children, professional services,
unfair tactics
 Advertisement linked to bad habits, offensive measure and intimate subjects
This creates a number of questions on the purchasing behaviour of the people. Even
overspending is epidemic in society and people seek for that gratification which tends to be
offered through filing luxurious goods and services (Parente and Strausbaugh-Hutchinson,
2014). Henceforth, it creates a different problem as a result.
SERVE COMMUNICATION OBJECTIVES IN RESPECT TO COCA-COLA
As a manager of Coca-Cola, it is necessary to draw the attention change in the market as a
whole positively and negatively and create a successful business. The 5 key factors essential for
marketing communication are contact points, stakeholders and marketers activities, persuasion
and information and goals. Communication is, of course, an essential measure which drives any
relationship. Thus, building and managing relationships with consumers and customer can
direct on marketing communications (Parente and Strausbaugh-Hutchinson, 2014). It helps in
defining an organisation’s relationships and seeking the development in the form of tactical
way rather than strategic way.
The multiplicity of promotional tools helps in the adoption of IMC as the consistent way to
communicate to all stakeholders. The strategy applied by any organisation can determine with
the excessive support of IMC. It helps in presenting a competitive advantage to the
organisation. It creates a positive impact on the creativity and consistency is highly maintained.
There are always some specific objectives with respect to strategy implemented. Thus, the
strategy of communication is also focused on achieving them (Young, 2014). The considerable
objectives of Coca-Cola organisation are: -
 Enhancing considerable amount of sale
 Building a strong brand image
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Despite major objectives, some of the ultimate goals of the organisation influence by use of the
IMC is associated with the behaviour of the target audience. Resources Allocation, Customer
oriented sensibilities and gaining competition for business process are some of the direction
which Coca-Cola can focus to operate eventually.
Contributions of IMC have however facilitated the business and make it easy and available for
accessing goods and services (Steenkamp, 2017). The components of the IMC play a major role
while acquainting on the successful implementation of the strategy. They are:
 Consumers
 Communication channels
 Consequences
A number of concepts are analysed and developed in order to minimise the complexity of
contemporary market environment (Scarpaci, et al. 2016). There are different disciplines that
help in to improve operationalize marketing communication strategy by combining a number of
customer experience brands.
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TASK 2
DESIGN COMMUNICATION OBJECTIVES FOR A GIVEN ORGANISATIONAL
SITUATION
ORGANISATIONAL SITUATION
The communication objectives are designed to build the brand image and customer loyalty of
Coca-Cola can be focused. This can be developed with the support of Kotlers 8 steps of effective
communication framework (Perez, 2017). This can be evaluated and tackled through identifying
each step.
OBJECTIVES OF SITUATION
The objectives that are set based on the situation aforementioned are:
 Increasing Brand awareness to 25% of the product Cokelite and Coke Zero within 2 years
 By increasing in customer penetration rate to 5% of the total targeted audience within 2
years
 By improving the advertising strategies and monitoring them effectively every month till
achieving the target in 2 years
IDENTIFICATION OF TARGET AUDIENCE
To identify the target audience, it is necessary to gather the information of the product mix.
The Coca-Cola provides a wide range of products then it seems. The targeted ranges of the
customer are based on the age, social and cultural backgrounds, and genders. The main
products of the Coca-Cola are- Coke, Diet Coke, Cokelite, and Coke Zero. The target audience
for promoting the product is teens to 30+ and leaning towards the younger generations. The
target market for diet coke is likely to be females that preferred as the part of their health
practices (Smilansky, 2017). The addition to the diet coke issues is also discussed on the site of
the Coca-Cola under the “women’s heart health” at http://www.dietcoke.com/. It is important
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to look out for the desired response in the case of Coca-Cola Company through looking for the
brand image of the organisation based on the purchase. The preference to create the repeat
conviction and purchase can be managed through building up a well-known product mix.
DESIGN MESSAGE
Coca-Cola shows numbers of the advertisement based on the events through advertising
campaigns. For example- Around Christmas Coca-Cola is expected to show new adverts
containing polar bears drinking the original Coca-Cola glass bottle. It presents the positive
image of the Company every year (Wang, 2015). Thus, the use of the AIDA helps them to
develop their desire action towards the new campaign and gaining the customer attraction.
Henceforth, creating interest of the audience towards the new product and acquainting prompt
action.
 MESSAGE CONTENT
This can be rational, moral or emotional appealing to the communication. The target
audience must be supporting to an element with the use of message content. The Coca-
Cola presents the emotional look appeal as to stir up their image with a positive
thought. It also presents series of advertisement services (Kotler, 2015). The content
covers the cartoon character and Breakthrough Clusterin order to gain the attention of
the consumers through an intended period of delivering the message.
 MESSAGE STRUCTURE
This is decided on the basis of promotional terms and mentioning towards the strengths
of the products and communicating its adverts. Further, it has reciprocated its structure
as a topic of discussion over websites.
 MESSAGE FORMAT
This can be eye catchy or communicating through different media channels. The forms
of the poster are big, bright and bold that can help in attracting a number of customers
and allows them to review the product through their sites (Pride and Ferrell, 2016).
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SELECTION OF CHANNELS
Coca-Cola uses different channel such as Face-to-face conversation, E-mails, Video
Conferencing, Telephone conversation, handheld drivers, blogs, spreadsheets, Blogs, Posting on
Facebook for any event regarding winning the prize for the Coke product.
The Coca-Cola uses personal communication measures over the internet and other customary
channels. The matters that affect the consumer base are the health issues and environment
which are highly impacted by the drinking measures of soft drinks (Lawlor, et al. 2016). Through
the channels, the Coca-Cola has extended its share of the market base to around two hundred
countries. The majority of the employees are hired through focusing their market evidence of
success on key measures. The Growth, leadership, sustainability and online means are
pinpointed through drinking Coca-Cola on the regular basis.
ADVERTISING
Coca-Cola promotes their products with the help of integrative marketing campaign. The
primary goal of product Coca-Cola Life fits under such category. It was introduced in order to
add a healthier working style to the life brand. The launch of the product through marketing
campaign has outdoor its impact on the enhancing the business in the positive measures
(Young, 2014). The marketing campaign introduced at 7000 outdoor locations and on digital
screen ads, buses and billboards across cities. Coca-Cola gave its customer opportunities to win
different prizes.
BUDGETING
The promotional strategy through events and experiences is focused which likely to keep on top
of them on top of the competition. It is important for them to gain competitive parity method
and objective and task method. This creates the planning through customising the large budget
for the purpose of promotion.
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The sales figure of the Life Brand has been grown to 28.9 million euro previous year. The
current representation of the total Coca-Cola product has reached to 2.43% within targeted 2
years (Sridhar, et al. 2016). Therefore, the Coca-Cola Company’s total marketing expenses can
be reached to 15.4% of the total revenue.
Category Item FY First year FY Second year
1. Advertising Using the Internet
and other media,
print and radio
$ 150,000 $ 175,000
2. Professional Services Providing creative
videotaping,
editing,
photography and
designing
$15000 $15000
3. Special Events Registering
through online
and career trade
fairs
$3000 $3000
4. Printing Supplies and
Advertising Specialties
Brochures,
printing supplies,
displays, banners,
events and
activities
$15000 $15000
Total $183,000 $208,000
MONITORING
The important thing that is needed to be considered is monitoring the communication plan that
is set by the organisation every month (Sridhar, et al. 2016).
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