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COMMUNICATES TO MEDIA, MARKET IN SPECIFIC PERIOD OF TIME
EXAMPLE II “ In 2010, Coca-Cola sent a team of Happiness Ambassadors around the world to visit 206 countries in 365 days to find out what makes people happy.” “ The product differentiation is communicated to the market by symbols, written and audiovisual media, atmosphere of the physical place, and events organized or sponsored to make it more appealing than its competitors.” www.tualitorphory.blogspot.com
EXAMPLE II www.tualitorphory.blogspot.com “ Coca-Cola Enterprises' extensive brand portfolio includes the most popular beverage brands in the world, as well as exciting new innovations introduced regularly.” Coca-Cola goes bigger by communicating its brand through social media. The strategy is about long-term sustainable engagement, developing advocacy and encouraging brand loyalty.
CONCEPT III www.tualitorphory.blogspot.com SCAMP Factors That Affecting Budget Decision
CONCEPT IV STEPS: 1. MESSAGE GENERATION AND EVALUATION 2. CREATIVE DEVELOPMENT AND EXECUTION 3. SOCIAL-RESPONSIBILITY REVIEW www.tualitorphory.blogspot.com Developing the Advertising Campaign
EXAMPLE IV Coca Cola advertising history demonstrates how the marketing science has been developing over time. Below there is a visual into the company print advertising: 1890 1929 www.tualitorphory.blogspot.com
EXAMPLE IV 1950 1976 1993 www.tualitorphory.blogspot.com
EXAMPLE IV 2002 “ The Coke Side of Life” “ Recycle ” "Summer as it should be" www.tualitorphory.blogspot.com
In 2009, advertising age estimated global measured advertising expenditure of $2.44bn.
It owns four of the world's five best-selling soft drinks.
Its principal brand is of course Coca Cola itself, the world's best-known and most valuable brand.
Controlling more than half the global market in carbonated soft drinks as well as a substantial chunk of the non-carbonated segment.
CONCEPT VIII Tools of Sales Promotion: Consumer Promotion www.tualitorphory.blogspot.com Utilizing Sales Promotion
CONCEPT VIII Tools of Sales Promotion: Consumer Promotion Trade Promotion www.tualitorphory.blogspot.com Utilizing Sales Promotion
CONCEPT VIII Tools of Sales Promotion: Consumer Promotion Trade Promotion Business & Sales Promotion These tools can benefit: Marketers, Manufacturers, Consumers, Retailers www.tualitorphory.blogspot.com Utilizing Sales Promotion
EXAMPLE VIII Sales Promotion of Coca Cola Tie-In Promotion Prizes Tradeshow & Convention www.tualitorphory.blogspot.com
CONCEPT IX Events are able to extend the relationship of: SPONSORS www.tualitorphory.blogspot.com Manage Events Properly
CONCEPT IX Events are able to extend the relationship of: SPONSORS TARGET MARKET www.tualitorphory.blogspot.com Manage Events Properly
EXAMPLE IX ISC TOUR 2010 LAUNCHED On March 31st, 2010, the ISC Opening (Indonesian Surfing Championship Season Launch 2010). This event would be the landmark of Coca Cola ’s support towards surfing in Indonesia. ISC is signing a 3 year contract with Coca Cola for the very first time. Coca Cola will support all events held by ISC, whether it’s a surfing competition or any other event. Coca Cola will give away surfboards to any brand surf company that supports the ISC in 2010. www.tualitorphory.blogspot.com
CONCEPT X Increase Product Awareness & Credibility www.tualitorphory.blogspot.com Support Marketing Public Relation
CONCEPT X Increase Product Awareness & Credibility Boost-Up Sales www.tualitorphory.blogspot.com Support Marketing Public Relation
CONCEPT X Increase Product Awareness & Credibility Boost-Up Sales Cut Promotion Cost www.tualitorphory.blogspot.com Support Marketing Public Relation
EXAMPLE X A Successful Public Relation Campaign
Coke is ranked #2 overall on Facebook for the number of fans that they have.
Coca-Cola's page on Facebook, which currently has 25.2 million “likes”.
The real-life result came in mid-March 2011, when annual sales showed Diet Coke overtook Pepsi for the first time, taking Pepsi’s No.2 spot: