Coca-Cola's Integrated Marketing Communication Plan: Strategies

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.

INTEGRATED
MARKETING
PLAN OF COCA
COLA

About Coca Cola
American beverage manufacturing company
No 1 beverage marketer in the world.
Present in more than hundred nations
Markets carbonated beverage, tea, coffee, mineral water

Competitors of Coca Cola
Products Competitors
Coca Cola, Sprite
and carbonated
brands
Pepsi Co
Energy drinks Pepsi, Nestle
Warm beverage
like Tea and coffee
Nestle, Unilever
etc
Mineral water Pepsi Co(Aquafina)
and local
companies

Part 1: Marketing
communication goal and
objectives
Objectives the plan would achieve:
1. Increase in sale of Coca Cola
products.
2. Stronger competitive advantage
compared to its close competitors
namely, Pepsi.
3. Stronger position of fruit juice and
warm beverage products in the
international market

Part 1: Marketing communication
goal and objectives contd…
4. Coca Cola, the flagship brand has no
close competitor in the market except
Pepsi.
5. Tropicana and coffee products of Coca
Cola have strong competitors in national
and local levels.
6. The plan would use integrated
marketing communication to strengthen
the position of these products.
Minute
Maid
Slice(Pepsi
Co)
Local fruit
juice
shops
Soda
drinks
Newly
emerging
drinks
Tea, coffee
etc.

Redesigned message key
The message key of the should concentrate on types of products: Coca Cola and other products
Coca Cola-the message should be targeted to compete with Pepsi Co.
Products like Minute Maid and Honest Tea have competitors like Tropica by Pepsi Co and
Nestea by Nestle. The message should aim to compete with all these companies as well.

Target audience of Coca Cola
Products Target audience Positioning of brands
Coca Cola City people, young and old
consumers, Sports related, refreshing etc
Diet Coke
Health conscious people, people
suffering from blood sugar and yet
seeking aerated drinks etc
Same appeal of Coca Cola but
healthier due to low calorie content
Minute Maid Refreshing and healthy
Healthy substitute for carbonated
drinks, however do not attract
people seeking low calorie options
for fruit drinks
Powerade Sports loving people, workout doers
and athletes
Drink providing electrolytes and
energy.
Ciel General (since mineral water) Mineral water to quench thirst.
Organic beverage (Honest tea, etc) Health conscious customers Organic and healthy beverage

Part II: Choice of marketing
communication mix
Will depend on the product to be communicated.
Coca Cola, Sprite etc (which have
practically no competitors at local levels)
Products like Minute Maid
Newspaper,
magazines,
international sports
events, cultural
festivals, audio-
visual marketing,
advertisements on
Youtube
Communication-
Refreshing and
sporty appeal,
socializing appeal
Newspapers,
magazines,
gymnasiums,
shopping malls and
super markets of all
sizes, Youtube
advertisements,
retailers and
wholesalers are
also to be involved
Communication-
healthy substitute
of ‘unhealthy’
drinks

6 month media schedule for
Coca Cola, Sprite etc…
Month Activity(s)
1 Advertisements in newspapers, television etc, You tube and social media promotion (to be
continued for 4 months)
2 Advertisements in newspapers using offers
3 Using pop ups on the internet to attract internet users
4 Promotion of products by showing usage in films, television shows like Discovery channel.(For 3
months)
5 Sponsoring local sports events
6 Sponsoring international sports events

6 month media schedule for
Coca Cola, Sprite etc…
Mo
nth
Activity(s)
1 Promotion in newspapers, magazines, Youtube
and televisions
2 Strengthened promotion emphasizing on their
health benefits.
3 Sponsoring of events in schools and colleges
4 Sponsoring local sports events
5 Involving wholesalers and retailers in promotion
6 Show usage by families in films and television
shows

Criteria for choosing marketing
communication mix
Reach-to reach maximum consumers.
Frequency-Frequently in the initial stage and less frequent when the sale picks up
Continuity-There marketing communication tenure should be continuous.

Evaluation of the market
campaign-methods
Assessment of profits post marketing.
Comparison between increase in profits in 6 months
Increase in shelf space of Coca Cola products
Increase in consumer base
Increase in number of visitors in Coca Cola website

Recommended IMC strategies
Introduction of new products.
Celebrity endorsements

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