This report provides a comprehensive analysis of Coca-Cola's integrated market communication (IMC) strategies. It begins with an executive summary outlining the report's objectives, which include examining Coca-Cola's value-based market segmentation, persuasive techniques, current advertising components, and marketing communication mix. The report then delves into Roy Morgan's Value Segmentation model to understand how Coca-Cola targets different consumer segments based on their attitudes and behaviors. It explores the company's use of simplification, customization, observation, reinforcement of target behaviors, celebrity endorsements, reminder advertising, and product placements as persuasive tools. The analysis covers Coca-Cola's advertising components, including print media, POS materials, television commercials, billboards, and internet marketing. The report also examines the company's marketing communication mix, encompassing public relations, advertising, sales promotion, personal selling, and direct marketing. The conclusion summarizes how these marketing strategies contribute to strengthening Coca-Cola's customer relationships. Finally, an appendix provides examples of the company's current market communication mix.
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