Coca-Cola aims its products mainly at teens and young adults through television advertising. It sells products worldwide at reasonable prices to attract its target demographics. Coca-Cola's goals include increasing sales by 3% through targeted social media campaigns and building popularity among youth. The proposal outlines using social media like Facebook, contests and ads to engage consumers and increase brand loyalty, visibility and sales over 6-12 months. Progress will be tracked through metrics like website traffic, feedback and sales numbers.

1. Coca-Cola
Peter Hernandez
ADV 420
Fall 2011 NMDL
Final Project

2. 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.

3. Challenges & Goals
 Targeting the right specific market and promoting it the best
way possible.
 Meet everyone's 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.

4. 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”

5. 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.

6. 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.

7. 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.

8. 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.

9. 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.

10. 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.