Marketing Communication & Promotional acitivies of Coca-Cola

1. Assignment & Presentation Topics:
Marketing Communication & Promotional acitivies of Coca-Cola
Prepared For
Farooq Hossan,
MBA 533, Marketing Management.
(Course Instructor)
Prepared By
Md. Emtiaz Rahman Tusher
ID: 921191002, EMBA
Date :07/09/2019

2. Marketing Communication
&
Promotional acitivies of
Coca-Cola

3. Agenda
● Marketing Communications
&
● Promotional activities

4. Marketing Communications
● A Method of ensuring a consistent
message both on and offline.
● IMC gives businesses 10-25%
increase in performance.
● Allows businesses to grow and reach
more customers and expand the business.

5. Marketing Communications
IMC weaves together multiple different
marketing aspects such as:
● Advertising
● E-commerce
● Direct Marketing
● PR
● Promotions

6. Coca-Cola’s Advertising Campaigns
● Polar Bears(1922-Present)
● Coca-Cola Life Argentina (2012)
● America the Beautiful (2014)
● Santa’s Letters (2013)
● Mean Green Joe(1979)
Coca-Cola America 2014

7. Types of Advertising
● Product/Service Advertisements
o what a product is
o what it can do
o promotes brand features/benefits
● Institutional Advertisements
o states the position of a company on an issue
o what the company is, can do, and its location

8. Identifying The Target Audience
● Understand the targets market’s (based on
market research)
o lifestyle
o attitudes
o demographics

9. Advertising Budgets
● Role of advertising in meeting promotional
objectives
● Methods to determining promotional budget
● Coca-Cola’s advertising budget

10. Selecting the Right Media
● There are a number of of alternatives, or
vehicles, within each medium
● Use a mix of media
o maximize the exposure
o minimizing costs
● Types of media
o Television, radio, magazines, internet, outdoor,
direct mail, newspapers etc.

11. Promotion
● Types of Promotions
○ Consumer promotions
● Push and Pull Strategies
o Coca-Cola’s Push & Pull Strategies

12. Sales Promotion Cont.
● Consumer-Oriented
o P-O-P displays
o Samples
o Deals
● Trade-Oriented
o Allowance/ Discounts
o Cooperative Advertising
o Training Distributors’ Salesforce

13. Developing Advertising Programs
● Pre-testing Advertisement
o Portfolio Tests: Given many ads/stories
o Jury Tests: Views single ad
o Theater Tests: Views several
movies/commercials

14. Evaluating the Advertising Program
● Post-Testing Advertisement
o Aided/Unaided Recall
o Attitude tests, Inquiry tests, Sales tests
● CPM
o (Cost x 1000)/Audience size

15. Public Relations
● Publicity
● Building long-term relationships
● Self-regulation

16. SWOT Analysis

17. Thanks for being with me.
Any questions????