The document discusses the integrated marketing communication tools used by Coca-Cola for brand promotion. It outlines the various tools in Coca-Cola's promotional mix, including advertising through TV commercials, print ads and outdoor displays. It also discusses the company's use of direct marketing, interactive marketing, sales promotions, public relations campaigns and sponsorship of sporting events. Personal selling is also used to build relationships with customers. The summary provides an overview of Coca-Cola's multi-pronged approach to integrated marketing communications.
PRESENTATION ON THE INTEGRATED MARKETING COMMUNICATIONS TOOLS USED BY COCA -COLA . Prepared by Saptarshi Chakraborty,Vadodara Helpful for all management students!!!
Segmentation, Targeting & Positioning of Coca-ColaManas Dhibar
* Segmentation comprises identifying the market to be segmented; identification, selection, and application of bases to be used in that segmentation; and development of profiles.
* Targeting is the process of identifying the most attractive segments from the segmentation stage, usually the ones most profitable for the business.
* Positioning is the final process and is the more business-orientated stage, where the business must assess its competitive advantage and position itself in the consumer's minds to be the more attractive option in these categories.
PRESENTATION ON THE INTEGRATED MARKETING COMMUNICATIONS TOOLS USED BY COCA -COLA . Prepared by Saptarshi Chakraborty,Vadodara Helpful for all management students!!!
Segmentation, Targeting & Positioning of Coca-ColaManas Dhibar
* Segmentation comprises identifying the market to be segmented; identification, selection, and application of bases to be used in that segmentation; and development of profiles.
* Targeting is the process of identifying the most attractive segments from the segmentation stage, usually the ones most profitable for the business.
* Positioning is the final process and is the more business-orientated stage, where the business must assess its competitive advantage and position itself in the consumer's minds to be the more attractive option in these categories.
Dissertation on Integrated Marketing Communication of Coca Cola India and What changes can be considered in their promotional activity.
I have tried to cover the details of Mass Communication, Advertising, Sales Promotion, Online Marketing, Direct Selling, Television Commercials, Print Ads, Public Relations, Crisis Communication, Strategic Communication, Strategic Planning etc in this Project. It is based on hard core research and the information are more in depth updated.
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This document describes the the pricing journey of Coca-Cola India right from its entry till today. Coca-cola competes in a very fiercely competitive market and pricing is one of the most important factors it has to consider while conceptualizing its strategies.
Marketing plan for Kellogg's new muesli productMuhammad Danish
Marketing plan voluntarily made for Kellogg's company, in response to declining sales of popular ''Corn Flakes'' due to rising health trend in the Netherlands.
The project describes the sales and distribution network adopted by coca cola beverages in india. It mentions the problems which are faced by the company.
Coca-Cola Positioning Strategies Campaigns Ahmed Nabil
This Presentation discusses The positioning of Coca-Cola Brand Throughout its history and the recent change that happened when De Quinto the new CMO of Coca Cola.
This presentation has been presented by Ahmed Nabil as a graduation project for IMC Course.
i hope it would be benefit for you all.
Dissertation on Integrated Marketing Communication of Coca Cola India and What changes can be considered in their promotional activity.
I have tried to cover the details of Mass Communication, Advertising, Sales Promotion, Online Marketing, Direct Selling, Television Commercials, Print Ads, Public Relations, Crisis Communication, Strategic Communication, Strategic Planning etc in this Project. It is based on hard core research and the information are more in depth updated.
Pricing Strategies by Coca-Cola in IndiaRohan Bharaj
This document describes the the pricing journey of Coca-Cola India right from its entry till today. Coca-cola competes in a very fiercely competitive market and pricing is one of the most important factors it has to consider while conceptualizing its strategies.
Marketing plan for Kellogg's new muesli productMuhammad Danish
Marketing plan voluntarily made for Kellogg's company, in response to declining sales of popular ''Corn Flakes'' due to rising health trend in the Netherlands.
The project describes the sales and distribution network adopted by coca cola beverages in india. It mentions the problems which are faced by the company.
Coca-Cola Positioning Strategies Campaigns Ahmed Nabil
This Presentation discusses The positioning of Coca-Cola Brand Throughout its history and the recent change that happened when De Quinto the new CMO of Coca Cola.
This presentation has been presented by Ahmed Nabil as a graduation project for IMC Course.
i hope it would be benefit for you all.
This is a powerpoint presentation prepared by me... explaining about IMC plans of Coca cola Inc. This is very useful for presentations in colleges, MBA institutes etc. Send your suggestions and likes on my email id- a380onkar@yahoo.co.in
The Coca-Cola Company, incorporated on September 5th, 1919 is a well known beverage company. The company has a ownership and licensing of brands and markets over 500 non-alcoholic beverages brands which usually consist of sparkling beverages but also a varied number of still beverages like water , enhanced water , juice and juice drinks , ready to drink teas and coffees and also many sports and energy drinks. For every industry who has to spend reasonable time and effort in marketing, Coca Cola serves as a true inspiration (World of Coca-Cola, 2015).When most of the company belongs to mature stage of the product life cycle, and is operating in a competitive market with little product differentiation, the company has been successful to grow in terms of strength as a brand and its marketing techniques. (Cokecce.com, 2015)
Critical analysis of the strategic and tactical approaches of coca colaiWant tutor
The following essay shall discuss the importance of brand management and brand campaigning. The company chosen for the essay is “Coca-Cola”. In the first part of the essay we shall see how Coca Cola has retained itself as a top most brand in the beverage industry globally. Also a very important part of this essay is the brand proposal for Coca Cola- launching a new product, per se, snacks and how the company can add to its product lines and product mixes. How important is brand reputation and brand campaigning, has been explained in depth throughout the essay.
case study on coca-cola. introduction, segmentation targeting and positioning . selling strategy, marketing planing, objective, swot analysis of the company.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
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RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
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1. Introduction and Key Concepts of Sustainability
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To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
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Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
1. THE IMC TOOLS
USED FOR
COMMUNICATION OF
Prepared By:
Siddharth Bhardwaj
2013B69
1
2. Presentation Flow
2
Introduction
Brands Of Coca Cola
The Promotional Mix Of Coca Cola
Advertising
Direct Marketing
Interactive/Internet Marketing
Sales Promotion
Publicity/Public Relations
Personal Selling
Conclusions
Source Of Information
3. Introduction
3
Coca-Cola was invented in May 1886 by Dr. John S. Pemberton in
Atlanta, Georgia. The name "Coca-Cola" was suggested by Dr.
Pemberton's bookkeeper, Frank Robinson.
Coca-Cola currently offers more than 500 brands in over 200 countries
and serves over 1.6 billion servings each day.
The company operates a franchised distribution system dating from
1889 where The Coca-Cola Company only produces syrup concentrate
which is then sold to various bottlers throughout the world who hold
an exclusive territory.
Coca-cola was asked by the Indian government to leave the country
along with I.B.M in 1977 due to investment violations.
It re-entered India in 1993. Since then its operations have grown
rapidly through a model that supports bottling operations, both
company owned as well as locally owned and includes over 7,000
Indian distributors and more than 1.3 million retailers.
5. The Promotional Mix:Tools Of IMC
5
Advertising
Direct Marketing
Interactive/
Internet Marketing
Sales Promotion
Publicity/Public
Relations
Personal Selling
6.
Advertising is defined as any paid form of non personal communication about an
organization, product, service, or idea by an identified sponsor.
Coca-Cola uses the concept of aggressive advertising to promote its products.
Thus advertising is the most important marketing tool for the company as it has to
cater mass consumer markets. They mainly does national advertising.
Company introduces different themes and concepts to sell their product and
advertises mainly in electronic media and out of home advertising. These
advertisements build brand image and create awareness.
Big names of Indian film industry mainly become the brand ambassadors of the
Company.
Throughout the years, the slogans of the Coca-Cola have been memorable. For
E.g.
Thanda Matlab Cola-Cola
Jo chaho ho jae Cola-Cola enjoy
Coca-Cola-Piyo sir utha ke
Brrrrrrr!!!
6
7. Mediums Of Advertising
7
The mediums of advertising used by Coca-Cola are:
Print media:
They print media for advertisement. Although very
rare, they have a separate department for print media.
Point Of Sale Materials:
Point of sale material this includes: Posters and
Stickers display in the stores and in different areas. It
also includes:
Vizi cooler
Freezers
Display racks
8. 8
T.V Commercials
As everybody know that TV is a most common entertaining medium so TV
commercials is one of the most attractive way of doing advertisement. So
Coca Cola Company does regular TV commercials on different channels.
It focuses on both the urban as well as the rural India with its advertisements.
In the summer of 2011, Coca-Cola introduced the new Brrrrr!! Ad and
featured Imran Khan as the brand ambassador.
9. 9
Outdoor Advertising
Coca cola is very much conscious about their billboards and hoardings. They
have so many sites in different locations for their billboards.
Billboards are usually found at cross roads, buildings, shops.
Also in India the Coca-cola can be seen painted on walls, bus stands, dhabas
etc focusing in rural areas if India.
10. 10
Direct Marketing
Coca-Cola uses direct marketing in many ways. First, the company
partners with various restaurants, movie theaters, etc. to carry its product.
This way, when a customer orders a drink, the only brand they are offered
is Coca-Cola, which forces them to buy a drink from that brand. By doing
this, Coke forces out other competition, and keeps the restaurants, or other
businesses, purchasing their product over and over again.
Eg. Mc Donalds.
According to mobilemarketingmagazine.com, Coke uses mobile graphics
and texts to appeal to markets on a more personal level.
Coca Cola also sponsors various sporting events in India and around the
world in events like Cricket, Football, and Motor Racing etc.
11. 11
Interactive/Internet Marketing
Coca-Cola uses the internet to promote its products. The company has its
own website, which is quite simple to navigate through. The website allows
customers to become interactive through various games, contests, shopping,
and through a special section of the website that enables consumers to find
out how they can help their community.
Also in the modern era of communication and networking, the company uses
various social networking sites like Facebook, YouTube, Twitter to connect
with the consumers.
The internet marketing thus helps to reach to those consumers who cant afford
to spend time on T.V and are always online.
12. 12
Sales Promotion
A sales promotion is an activity that is implemented to boost the sales of a product
or service temporarily. Coca-Cola does sales promotion in two ways to quickly
increase sales.
1. Consumer - Oriented sales promotion:
Getting Shelves
Eye Catching Position
Under The Crown Scheme
2. Trade - Oriented sales promotion:
Discounts to retailers and stores
Return back allowances
Merchandising assets
Free goods or free tours
13. 13
Publicity/Public Relations an
Publicity refers to non personal communications regarding
organization, product, service or idea not directly paid or run under
identified sponsorship.
Today, the company can still use word of mouth advantage. For instance,
when Coke produces a new product, and someone on their lunch break
purchases that new product, and enjoys it, they will tell others in the
office about how great the new product is. This will cause others to
purchase the product, and in-turn increase sales.
Public relations is defined as “the management function which evaluates
public attitudes, identifies the policies and procedures of an individual
and organization with public interest, and executes a program of action to
earn public understanding and acceptance”.
Coca-Cola can address law suits, rumors, stories, new products, and
activities. There is also a section of the website devoted to investors.
Here, current, or future, investors can access financial statements and upto-the-minute stock information.
14. 14
Publicity/Public Relations
The Coca-Cola India is also undertaking some projects as a part of their social
cause and part of the corporate social responsibility.
The support my school campaign along with NDTV has Sachin Tendulkar as the
brand ambassador.
The project Unnati focuses on more yield of mangoes to farmers.
Coca Cola also Sponsors events in cricket and music.
15. Personal Selling
15
Coca-Cola has many salespeople, who are individuals representing the
company to communicate, sell, service, and build relationships with
customers.
These salespeople promote their product to different customers within
their regions, and once they sustain a customer, they sell their products
to them and service them many times per week.
These individuals form close relationships with the customers in order
to continue business with them.
Thus though minimum, the company also thus have many sales people
for personal selling.
16. Conclusions
16
From our study we can conclude that:
For any company to reach the peak in today’s competitive era, has to
use each and every component of the promotional mix.
By understanding Coca-Cola we can say it the company is using its
promotional mix in an effective and efficient manner.
That is the reason why Coca-Cola is the market leader and one of the
most valuable brands in the whole world.
Apart from being the most valuable brand, it also gives importance to
CSR activities.
17. Source Of Information
17
Reference Taken From Following Books:
Marketing Management by Kotler, Keller, Koshy and Jha 13th
Edition.
Advertising and Promotion- An integrated marketing communications
perspective 6th Edition by Belch and Belch
Reference Taken From Following Websites:
http://www.thecoca-colacompany.com
http://www.thecoca-colacompany.com/presscenter/index.html
http://en.wikipedia.org/wiki/The_Coca-Cola_Company
http://www.network2media.com/index.php?option=com_content&vie
w=article&id=2049:moms-uncorks-coke-300ml-value-proposition-inpunjab-haryana&catid=5:news&Itemid=3