This report provides an integrated marketing communication (IMC) plan for Coca-Cola, focusing on increasing sales, strengthening competitive advantage against rivals like Pepsi, and improving the market position of its fruit juice and warm beverage products. The plan outlines specific communication goals, including reinforcing the flagship Coca-Cola brand and competing with brands like Tropicana and Nestea. It details the target audience for various Coca-Cola products, such as Coca-Cola, Diet Coke, Minute Maid, and Powerade, and suggests appropriate marketing communication mixes for each. The media schedule spans six months, incorporating newspaper advertisements, television commercials, YouTube promotions, sponsorships of sports events, and involvement of retailers and wholesalers. The plan also includes methods for evaluating the effectiveness of the marketing campaign, such as assessing profit increases, shelf space, consumer base growth, and website traffic. Recommended IMC strategies involve introducing new products and celebrity endorsements. Desklib offers a range of solved assignments and study resources for students.