Coca-Cola is launching its flagship Coca-Cola product in eco-friendly tetra pack packaging to promote sustainability and rebuild its reputation. Its target audience includes teens, youth, and adults in urban areas. Its marketing objectives are to promote and reposition Coca-Cola as an environmentally conscious brand. Its integrated marketing communications plan includes digital advertising on YouTube, Facebook, and Instagram as well as influencer marketing. It will evaluate the campaign's success based on sales increases, customer loyalty, brand equity growth, and increased product awareness.

1. marketing
communicati
ons

2. Presentation Title 2

3. Agenda
About the Company
About the Product
IMC Plan
o Target audience
o Marketing Objectives
o SWOT Analysis
o Communication
Channels
o Budget
o Media Mix
Marketing Strategy
Evaluation and Control
Presentation Title 3

4. About the
company
The Coca-Cola company, American corporation founded in
1892 and today engaged primarily in the manufacture and
sale of syrup and concentrate for Coca-Cola
A sweetened carbonated beverage that is a cultural
institution in the united states and a global symbol of
American tastes. The company also produces and sells
other soft drinks and citrus beverages.
With more than 2,800 products available in more than 200
countries, Coca-Cola is the largest beverage manufacturer
and distributor in the world and one of the largest
corporations in the United States.
Headquarters are in Atlanta, Georgia. 4

5. product

6. Product
6
TAGLINE
OPEN HAPPINESS. GO GREEN. OPEN
COCA-COLA
DESCRIPTION
Coca Cola: Sweetened, Carbonated Soft
Drink in TETRA PACK
Packaging sizes: 400ml and 600ml
100% Eco friendly packaging

7. Target audience
7
GEOGRAPHICS
Towns, urban/metropolitan cities. Warmer or normal climatic
conditions.
DEOGRAPHICS
Gender: All; Age group: 13 years to 55 years (Teens, youth, adults,
middle aged); Family size: Nuclear and joint family; Low and medium
income class.
PSYCHOGRAPHICS
People who prefer carbonated and sweetened drinks; Urban lifestyle;

8. marketing objectives
8
Promotion and Repositioning: Launching Coca-Cola in eco
friendly packaging; Tetra Packs. This promotes Coca-Cola as a
brand which is moving towards sustainability and doing its
needful towards the society . This repositions the brand in the
market and introduces itself again as the product is launched in
100% recyclable packaging.
Maintaining Reputation: Coca-Cola was names as the most
plastic polluting brand. As Coca-Cola is now moving towards
more and more ecologically favourable packaging, this builds up
its reputation in ensuring that the brand is taking drastic steps to

9. SWOT ANALYSIS
STRENGTHS WEAKNESSES
• Brand awareness
• Loyal consumers
• Leader in the market
• Growing towards sustainable
development and eco-friendly ways for
production
• Consumer are health conscious and are
starting to prefer healthy drinks
• Bottles can be placed with cap; in tetra
packs its difficult to do so, so people
might still prefer using bottled product.
• Tetra pack might be perceived as
expensive by the customers as compared
to the bottled coke
OPPORTUNITIES THREATS
• People are becoming more aware about
the environment and preferring eco-
friendly brands
• Direct competitors making carbonated
and sugary drinks. E.g. Pepsi
• Brands which have juices and health 9

10. BUDGET ALLOCATION
Coca-Cola total revenue is around: $ 37.3 billion
Global Advertising expenses: $ 4 billion
Coco-Cola spends almost 11% of its total revenue on global
advertising.
10

11. Budget
11
Media
Channel
Price/Mont
h
No. of
Months
Total
Amount
YouTube Ads 25000 3 75000
Facebook Ads 25000 3 75000
Instagram Ads 18000 2 36000
Instagram Marketing on Popular pages (Influencer
Marketing)
Page
No. of
Weeks
No. of
Posts
Price per
Post
A 6 6 29600 177600
B 6 6 22200 133200

12. Communication channels &
media mix
SOCIAL MEDIA MARKETING
YouTube Ads
Facebook Ads and Posts
Instagram Ads and Posts
Instagram influencer marketing: Influencer marketing is a
content marketing strategy that consists of promoting your
products, services, or brands by collaborating or partnering with
an influencer.

13. Marketing strategy
BRAND EQUITY AS STRATEGY: Coca Cola is the one brand which is recognized
by everyone around the globe. Its equity is derived from people’s willingness to
pay a premium for the brand and an unwillingness to accept substitutes. Coca-
Cola’s marketing strategy has always been to associate happiness, positivity and
the good life with their products & that’s how they are able to create high TOMA
(Top of mind awareness).
DISTRIBUTION STRATEGY: It uses several sales and distribution
models depending on market, geographic conditions and the customer’s profile:
o The pre-sale system, which separates the sales and delivery functions,
permitting trucks to be loaded with the mix of products that retailers have
previously ordered, thereby increasing both sales and distribution efficiency,
o The conventional truck route system, in which the person in charge of the13

14. EVALUATION AND CONTROL
Sales: By comparing the sales forecast and the actual sales.
The percentage of profit increase or decrease will determine
the effect of the campaign of the new product launch
Brand Loyalty: Number of consumers will only increase if the
customers are loyal to the brand. Decrease in customers
shows that people are shifting to other brands
Brand Equity: Brand market capital and market value will
increase as there will be an increase in net profit. Hence,
brand equity also is a measurable factor for evaluating the
impact of the campaign
Product Specific Awareness: Surveys and amount of14

15. Thank you
15