Introduction
• • Promotionprogramme = set of activities to
communicate product value to customers.
• • Coca-Cola uses advertising, sales promotion,
sponsorships, and digital marketing.
• • Steps:
• 1. Pre-testing
• 2. Implementation
• 3. Evaluation
• 4. Modification
3.
Step 1 –Pre-Testing
• • Pre-testing means checking the effectiveness
of promotion before launching.
• • Coca-Cola’s actions:
• - Test advertisements with focus groups.
• - Conduct surveys to measure audience
response.
• - Pilot campaigns in select markets.
• • Benefit: ensures message is attractive and
culturally appropriate.
4.
Step 2 –Implementation
• • After testing, promotion is launched on a
larger scale.
• • Coca-Cola uses:
• - TV commercials, billboards, social media
campaigns.
• - Sponsorship of events (FIFA World Cup,
Olympics).
• - Retail promotions (discounts, “Buy 2 Get 1
Free”).
• • Aim: create brand visibility & consumer
5.
Step 3 –Evaluating Results
• • Evaluation = checking whether promotion
goals are achieved.
• • Coca-Cola tracks:
• - Sales growth during/after campaign.
• - Market share changes.
• - Customer feedback on ads.
• - Social media engagement (likes, shares,
comments).
• • Helps identify what worked and what didn’t.
6.
Step 4 –Making Necessary
Modifications
• • Based on evaluation, improvements are
made.
• • Coca-Cola examples:
• - Modify slogans to fit cultural values.
• - Adjust pricing offers for better response.
• - Shift focus from traditional ads to digital if
audience prefers.
• • Continuous cycle: Test → Implement →
Evaluate → Modify.
7.
Conclusion
• • Promotionprogramme is not one-time; it is
a continuous process.
• • Coca-Cola’s success = strong promotional
strategy with regular evaluation.
• • Key takeaway: Pre-test → Implement →
Evaluate → Modify = long-term brand success.
