Coca-Cola Peter Hernandez ADV 420 Fall 2011 NMDL Final Project
Business Soft drinks sold in more then 200 countries world wide. Coca-Cola and its products are aimed mainly toward teens, both men and women. Promoted and advertised mostly on the television. Coca-Cola products are sold all around the world. Products are set at a reasonable price so teens and young adults can afford them. Numerous marketing promotions and strategies. The company’s beverages are for all consumers considering they have diet soft drinks, energy drinks, juice drinks and sports waters.
Challenges & Goals Targeting the right specific market and promoting it the best way possible. Meet everyones beverage needs daily. Keep and build upon the idea of sustainability and the seven core values. Coca-Cola offers safe and good quality beverages while providing information that consumers trust. Market beverages responsibly to all targets using a wide variety of advertising media; Television, radio, print ads, data, Internet and mobile phones.
Integrated Marketing Strategy To increase sales of Coca-Cola products by 3 percent this year. Make Coca-Cola highly popular among today’s youth and young adults. Find new ways to create high visibility among Coca- Cola using social media sites. Successful merchandising advertising and brand promotions “Paint the town red with Coke”
Key Components of Proposal Plan to use all aspects of social media to provide update information, news, and sales opportunities to communicate to consumers. Coke’s website is already social media friendly having links to Facebook, Twitter, Youtube, Flickr and blogs. (visit www.coca-cola.com for information) These components and techniques will raise online visibility and increase brandy loyalty and most importantly increase sales. To attract new consumers to our group we will provide new fresh content every week adding photos, videos and posts. We plan to post questions to our audience in order to gain feedback and communicate on a more personal level. We want to build a community of people interacting with one another to promote Coca-Cola products and get people to start talking and conversing.
Key Proposal Cont. Facebook advertising is critical to our plan in hopes to gain awareness. Using pennies per click through we will be able to pin point precisely the target market we prefer. Plan to create conversations around Coca-Cola products no matter what type of product. Also, personalizing messages in order to approve and “pump up” our products. Contests and sweepstakes using social media is the fastest way to gain awareness for prizes, trips, great deals.
Metrics & Planning of Success Look back at marketing campaign, make sure it is specific, measurable, achievable, realistic and a required time table. (Have a working plan) Need more customers and boost sales. Increase business for 6 months to a year by 3 %. Work around and involve other factors such as social and financial factors. Benchmark results periodically.
Metrics & Planning Cont. Provide opportunities for employees and customers to provide feedback and bring about new ideas. May need to change plan or campaign if production numbers are not meeting there specific mark. Calculate the time consumers use the Coke website along with our social media sites. Always provide new and exciting features about our products especially merchandising and advertising.
Propose Budget & Timeline Google Adwords is a great way to construct the budgeting process and SEM campaign. 30 day billing period. Each month the company would pay $300. Adjust click through rate if needed. Providing keywords such as; Coke, Soft Drinks, Coke Zero, Coke Rewards, Soda Monitor campaign for 3 to 6 months.
Budget & Timeline Cont. Find the best value for our money and what we are willing to spend. Maximize the ROI by looking at pay per click information, organic searches, shopping comparisons, and online display advertising. Inform consumers of ways to learn about the Coca- Cola brand through website usability and media research.