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The IMC
Tools
used for
Onkar Dhongade (MB12010)
Manoj Bhurat (MB12002)
1
Presentation Flow
 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

2
Introduction
 Coca-Cola was invented in May 1886 by pharmacist Dr. John S. Pemberton in
Atlanta, Georgia. The formula & brand was bought in 1889 by Asa Griggs Candler.
 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.

3
Brands Of Coca-Cola India

4
IMC in Coca Cola
 Coca cola uses IMC in order to communicate with its target.
 It’s the pioneer company in 360 degree communications as they
rapidly understood they had to get in touch with consumers to
create links & to look for them wherever they are.
 The communication plan is adapted regarding the market, the
society, the potential, the product positioning etc. Coca cola is
willing to be close to its consumers, to be part of the daily life, to
become a kind of rituals attached to specific moments; for that
they use social marketing to create emotions and affiliation with
consumers, e.g. they raise funds for social causes like earthquake
or hurricane.
 Also it always focuses on fun & entertainment as it is the main
message they want to deliver. They adopt their message to target
market based on some values: sharing happiness, fun, tradition of
coke…..

5
The Promotional Mix:
Tools Of IMC
1. Advertising
2. Personal Selling
3. Publicity/Public Relations
4. Sales Promotions
5. Direct Marketing
6. Interactive/ Internet Marketing

6
Advertising
 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 & cricket industry mainly become the brand
ambassadors of the Company, such as Amir Khan, Sachin Tendulkar, Akshay
Kumar, Aishwarya Rai, Salman Khan etc.
7
Slogans- A Memorable Journey
 Coca Cola continuously uses new slogans in various countries ( also in
India) and are very cheerful & attractive!!! Those slogans are Thanda Matlab Cola-Cola
 Jo chaho ho jae Cola-Cola enjoy
 Coca-Cola-Piyo sir utha ke
 Brrrrrrr!!!

 Open Happiness

8
Mediums of Advertising
 The mediums of advertising used by Coca-Cola are:
1. Print media:
They print media for advertisement.
department for print media.

Although very rare, they have a separate

2. Point of Sale & Point of purchase (POS & POP) Materials:
Point of sale material this includes: Posters and Stickers display in the stores and in
different areas. It also includes:
a) Vizi cooler
b) Freezers
c) Display rack

9
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. Now, they have endorsed
„triplet‟ of movie „Student of the Year‟ for their new theme “ Haan Mein
10
Crazy Hoon..”
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 of India.
 It is essential to take a note that Billboards & banners, cut-out, holdings play
an important role in promotion of coca cola. This is mostly because of its
unique, eye-catching red colored brand logo. You would never miss it!!

11
Some beautiful Billboards..

12
Direct Marketing
 Coca-Cola uses direct marketing in many ways. First, the company forms
partnership with various restaurants, movie theaters, hotels 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.
e.g. McDonalds.
 Coca Cola also sponsors various sporting events in India and around the
world in events like Cricket, Football, and Motor Racing etc.

13
Direct Marketing…

14
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. A dedicated section is created on YouTube to see its
videos.
 The internet marketing thus helps to reach to those consumers who can‟t afford
to spend time on T.V and are always online.
15
Interactive Marketing

16
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

17
Promotion on the move…

18
Publicity/Public Relations
 Publicity refers to non personal communications regarding an organization,
product, service or idea not directly paid or run under identified sponsorship.
 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 up-to-theminute stock information.
19
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.

20
Personal Selling
 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.

21
22
23
24
Current Theme

25
Have Some
Videos Please…..
26
Conclusions
 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.

27
28

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IMC of Coca Cola

  • 1. The IMC Tools used for Onkar Dhongade (MB12010) Manoj Bhurat (MB12002) 1
  • 2. Presentation Flow  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 2
  • 3. Introduction  Coca-Cola was invented in May 1886 by pharmacist Dr. John S. Pemberton in Atlanta, Georgia. The formula & brand was bought in 1889 by Asa Griggs Candler.  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. 3
  • 5. IMC in Coca Cola  Coca cola uses IMC in order to communicate with its target.  It’s the pioneer company in 360 degree communications as they rapidly understood they had to get in touch with consumers to create links & to look for them wherever they are.  The communication plan is adapted regarding the market, the society, the potential, the product positioning etc. Coca cola is willing to be close to its consumers, to be part of the daily life, to become a kind of rituals attached to specific moments; for that they use social marketing to create emotions and affiliation with consumers, e.g. they raise funds for social causes like earthquake or hurricane.  Also it always focuses on fun & entertainment as it is the main message they want to deliver. They adopt their message to target market based on some values: sharing happiness, fun, tradition of coke….. 5
  • 6. The Promotional Mix: Tools Of IMC 1. Advertising 2. Personal Selling 3. Publicity/Public Relations 4. Sales Promotions 5. Direct Marketing 6. Interactive/ Internet Marketing 6
  • 7. Advertising  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 & cricket industry mainly become the brand ambassadors of the Company, such as Amir Khan, Sachin Tendulkar, Akshay Kumar, Aishwarya Rai, Salman Khan etc. 7
  • 8. Slogans- A Memorable Journey  Coca Cola continuously uses new slogans in various countries ( also in India) and are very cheerful & attractive!!! Those slogans are Thanda Matlab Cola-Cola  Jo chaho ho jae Cola-Cola enjoy  Coca-Cola-Piyo sir utha ke  Brrrrrrr!!!  Open Happiness 8
  • 9. Mediums of Advertising  The mediums of advertising used by Coca-Cola are: 1. Print media: They print media for advertisement. department for print media. Although very rare, they have a separate 2. Point of Sale & Point of purchase (POS & POP) Materials: Point of sale material this includes: Posters and Stickers display in the stores and in different areas. It also includes: a) Vizi cooler b) Freezers c) Display rack 9
  • 10. 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. Now, they have endorsed „triplet‟ of movie „Student of the Year‟ for their new theme “ Haan Mein 10 Crazy Hoon..”
  • 11. 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 of India.  It is essential to take a note that Billboards & banners, cut-out, holdings play an important role in promotion of coca cola. This is mostly because of its unique, eye-catching red colored brand logo. You would never miss it!! 11
  • 13. Direct Marketing  Coca-Cola uses direct marketing in many ways. First, the company forms partnership with various restaurants, movie theaters, hotels 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. e.g. McDonalds.  Coca Cola also sponsors various sporting events in India and around the world in events like Cricket, Football, and Motor Racing etc. 13
  • 15. 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. A dedicated section is created on YouTube to see its videos.  The internet marketing thus helps to reach to those consumers who can‟t afford to spend time on T.V and are always online. 15
  • 17. 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 17
  • 18. Promotion on the move… 18
  • 19. Publicity/Public Relations  Publicity refers to non personal communications regarding an organization, product, service or idea not directly paid or run under identified sponsorship.  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 up-to-theminute stock information. 19
  • 20. 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. 20
  • 21. Personal Selling  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. 21
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  • 27. Conclusions  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. 27
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