An Analysis of Integrated Marketing Communications for Coca-Cola

This report provides a comprehensive analysis of Coca-Cola's integrated marketing communications (IMC) strategy. It begins with an executive summary and introduction to IMC, defining it as a coordinated approach to branding and communication. The report explores creative consistency, cost-saving benefits, and customer preference within IMC. It then examines Coca-Cola's IMC approach, distinguishing between inside-out and outside-in perspectives. The core of the report delves into the IMC mix elements, specifically focusing on advertising, direct marketing, and social media marketing. The report analyzes the use of various tools like print media, banner ads, TV advertising, emails, text messages, and social media engagement. Finally, the report offers recommendations and a conclusion based on the analysis, highlighting areas for improvement in Coca-Cola's IMC process. References to academic sources support the analysis.

Running Head: INTEGRATED MARKETING COMMUNICATIONS 1
Integrated Marketing Communications
Student Name:
Institution Affiliation:

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Contents
Executive Summary.....................................................................................................................3
Introduction..................................................................................................................................4
Consistency that is creative..........................................................................................................5
Saving Costs.................................................................................................................................6
Preference of the customer...........................................................................................................6
Inside-out approach......................................................................................................................7
Outside-in approach.....................................................................................................................7
IMC mix Element.........................................................................................................................8
IMC Tools....................................................................................................................................8
Direct Marketing..........................................................................................................................8
Social Media and Interactive marketing......................................................................................9
Recommendation/ conclusion......................................................................................................9
References..................................................................................................................................11

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Executive Summary
Integrated Marketing Communication is a strategy by which a company uses to
communicate to the specific targeted market indirectly or directly. To achieve communication
the strategy used must be really persuasive and also instrumental in order to capture the targeted
consumer's mind in order to make purchases. Coming up with the Marketing Communication
strategy is not enough. Following it through to see that its application is successful deserves a
commitment to follow it up (Belch, et al, 2014). A company should know the importance of the
Integrated Marketing Communication so that it can survive in the market. The process of
Communication has some models and theories that thrive to see it happen within the organization
with an intention of the targeted group of consumers. According to Belch, a company without a
proper communication channel is likely to be a failure in the market which means that its
intention in the market is not an accomplishment.
In this paper, Coca-Cola which is an international Company will be addressed to see the
approach it takes to achieve Integrated Marketing Communication. With trusted sources from
well, known business minded scholars, a critical evaluation of various elements of a
contemporary communication mix will be comprehensively be discussed as well as look at the
various tools of communication used by the company (Schultz, 1992). Coca Cola though has
taken some steps in order to achieve a success there still exists some room for huge
improvement. With broad research leading to critical arguments in the paper, well-formed
recommendations will be laid out which will be used to improve the Integrated Marketing
Communication process in the Company with expectations of improving the Company as a
whole.

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INTEGRATED MARKETING COMMUNICATIONS
Introduction
Integrated Marketing methods can be defined as the strategy which organizations
coordinate their efforts in communication as well as branding their products. According to Belch
for communication to work, it has to rely on a variety of disciplines. He outlined the following
the disciplines as follows: Direct response, general advertising, Public relations and sales
promotion. After the disciplines are bent and combined consistency, clarity and impacts of
maximum communication are provided or become the effective outcome (Van Riel & Fombrun,
2007).
According to the ancient approach to communications relating to marketing, businesses
arrange detached campaigns for relations of the press, advertisements, sales promotions and
direct marketing. The integrated campaigns use the same tools of communication by which they
reinforce each other and improve the effectiveness of marketing. Rising of awareness of a
product can which the goal is to generate sales at the end of the day can be done by an
advertisement which happens to be a discipline of integrated communication. Through press
releases and article featuring the same information is communicated reinforcing the purpose and
message intended in the advertisement. Emails or direct emails can be used to follow up inquiries
from the advertisement or the campaigns used in the press providing the prospects with more
information (Lane Keller, 2001). Telemarketing is used to turn the prospects into customers
where by sales are made directly or sales team appointments are made. The effective ways are
helpful and have advantages that come with the disciplines. The merits, in turn, help the

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organization to evaluate the disciplines and models that are useful in the integration of the
marketing communication.
Integrated Marketing Method is used by Coca- Cola so as to efficiently and effectively
communicate with its specific target. The company communication process which might be the
all rounded presents the dire need to get in touch with its prospects and customers through
creation of links by looking for the customers wherever they are. The plan of communication, in
consideration, should be taken in regards to the society, market, the product positioning and the
potential.The dire need and will to get close to its customers and consumers and to be a part of
their daily life and to get attached to them some kind of ritual activity should lead to provocation
of using social marketing and social media via responsibility of the social. Creation of emotions
and affiliation feelings towards the esteemed customers should be a priority. Coca Cola should
adapt to their same message to their targeted market basing themselves on the values (Holm,
2006). The following are the merits that come with using the Integrated Marketing
Communication in a company.
Consistency that is creative
In a campaign that is integrated, the same creative treatment is featured by the different
tools. Repetition of the phrases which are key, headlines and images in every communication it
ensures that the existing customers and prospects get a message that is consistent every time they
view the elements of the integrated campaign. Consistency which is creative aids in the
reinforcement of campaign themes that are basic by elevating the number of times the customers
and prospects hear or see the repetitive message (Naik & Raman, 2003). Not only is it created
within the prospects image at that time but it is recurrent since it appears constantly in the mind

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of the prospect now and then creating a psychological bond which results to a force of attraction
towards the specific product advertised.
Saving Costs
The consistency in the creative integrated campaigns gets to save money. Adapting the
same copy and the same images for media which is different, one reduces the design, copy
writing and photography costs. In case the Coca Cola Company is working with external
suppliers in communication the fees for the agency for working with a single firm is reduced.
Using of specialists agencies from outside not only does it increase the costs but also time-
consuming (Duncan & Moriarty, 1998). It's cost effective to use the same agency to produce
images and designs for the integrated campaign as the process eliminates brokers who not only
are out to make profits but may produce work which is not very attractive as compared to the
single firm agencies who their intention is to offer good work at a reasonable cost and consume
the little time available in order to make good relations.
Preference of the customer
A campaign that is integrated gives consumers information in a preferable format.
Communication integration makes sure that reception of the information is done in all
communications (Smith & Taylor, 2004). To meet the demands of all customers then the
company must be strategically aware of the customers who are busy looking for information on
the website by integrating the website content and design to make sure obsolete messages are not
existent. Business customers and consumers can instruct or specify the manufacturers how they
would want to receive the information of the product through direct message, email, telephone or
text.

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Talking about the possibility of how the customers give specifications of how they would want
to receive a product leads the discussion to how Coca Cola besides using the above merits gets to
approach the Integration Marketing Communication. Coca-Cola approach to integration
campaign takes two major approaches (Thrassou & Vrontis, 2009).
Inside-out approach
The inside out approach is one sided as it only takes the view of the organization and
neglects those of the customers. The company preferences are put first and this gives customers
or prospects a chance to give their thoughts on the products. Lack of thought on the customer say
on the strategies of IMC makes it impossible to attract prospects and at further view makes the
existing customers feel unvalued by the company. The strategy deprives the customers their right
to have a word in the communication campaign of Coca Cola. The approach is an exhibit of the
poor orientation of customers (Stammerjohan, et al, 2005). A company has its own notion makes
the customers feel like an outcast and thus the approach is not instrumental in the IMC.
Outside-in approach
The approach of IMC is out to understand the wants and needs of customers. This
specific kind of approach makes sure that significant progress is established. In-depth-knowledge
on the customer's preferences is made because the organization is accommodative of the
customer's requirements which they are ready to fulfill. Coca-Cola creates a relationship with its
customers which means it takes the views of the customers and works with them Problem is that
Coca-Cola cannot satisfy every customer which brings about the impossibility of catering for all
its customers leaving out others. After concentrating on the customers the company then decides

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on the most cost effective communication and marketing method which is cost effective thus
IMC merits are attained in another way (Belch, 2004).
IMC mix Element
Coca has taken up elements of IMC mix that depends on the objectives but not solely on
the product and market. Coca Cola IMC mix is of three types that are of mass media. Print
Media, banner advertisement, and T.V advertising. The mix of IMC should work in unison in
order to deliver a persuasive and consistent message to the audience that is targeted.
IMC Tools
Advertising: The tool is very important for Coca Cola as for a very big number of
consumer's world -wide which it caters for. The building of the image is achieved by advertising
which makes the company a globalized company. Advertising possesses characters that make it a
unique IMC tool. It is very persuasive in nature and its non-personal. The two unique
characteristics help the tool cater for every body’s needs without seclusion or segregation.
Through it dissemination through media the Coca Cola company advocates for it since it is a
cheap way of getting the intended message to its targeted consumers. By using a slogan Coca
Cola gets to be memorable among its consumers. The intended message conveyed in their slogan
is also universal. Coca Cola uses POS, T.V commercials, print media, and billboards as
examples of advertisement as a tool of IMC (Duncan & Everett, 1993).
Direct Marketing
Direct marketing enhances communication is directly made within end consumers and
organizations directly. Coca-Cola takes upon itself to make direct contact with its customers
through various tools under this category. Through emails and text messages Coca Cola finds
easy and convenient to look for customer's views and perceptions which use the approach of

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outside-in approach (Duncan, T., & Caywood, 1996). Direct marketing helps to create a sense of
belonging which most customers want and this helps boost business and it is not different for
Coca Cola who have found tremendous results using the tool. Other tools are brochures,
catalogs, promotional letters and etc. Offerings that are done throughout partnership for instance
hotels and restaurants also hugely assist.
Social Media and Interactive marketing
In this era, technology has advanced and this has led to companies changing how they
market themselves. Coca Cola has made a trend where they use social media to get to their
customers. The updated pages got an attractive appeal to the eye of the customers making it easy
for the customers to fall in love with their products. Compared to other companies who are
competitors to Coca Cola the company has out done the rest by using a strategy known as ‘after
hour’ which simply means that at no time are their social pages dormant when it comes to
updating (Keller, 2009). The constant updating creates a bond to the customer which means that
the product of the company is reviewed many times. In the social media, the company gets to
interact with its customers which help the company diversify the other tools through social
interacting. Its application is one that makes the company stand out leaving a space of no
competition to no other. Coca Cola also uses social media in the launching of their products
which also makes social media a way of advertisement. Through social media, prices are
introduced creating awareness when it comes even to the brand.
Recommendation/ conclusion
Coca Cola as a company has faced struggles when it comes to the IMC.
Recommendations pertaining the IMC mix and strategy should be highly advisable for the

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company. The company should know its audience better in order to make the IMC successful.
Knowing the consumer's preferences would give Coca Cola a better chance when it comes to the
delivery of their services and products. The company should do a thorough research where
planning follows so as to know the purchase patterns and also know the lovable of their
customers. To make the company’s marketing strategy a success the efforts to evaluate even the
prospects should be keenly undertaken so as to make the customer trends be known. Another
thing is that the company should make the entire message consistent (Finne & Grönroos, 2009).
Consistency brings about identity. With identity customers would like to be associated with the
company since the brand is well known and has a value on it. Consistency enables accompany to
have a constant reputation and its identification makes even prospects want to be associated with
the company. Another recommendation is the tools of IMC should be carefully used so as to
build the reputation of a company. The tools also make the company unique since the IMC tools
convey a specific, message which is only reputable to a company. The IMC success depends on
all of these factors and so as to integrate the marketing communication deep measures should be
strictly followed to make it all a success.

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References
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