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 presentation covers Brand elements of Coca Cola, which are describe in detail. Information related to its Brand elements are shown here. I hope this will help you.
PRESENTATION ON THE INTEGRATED MARKETING COMMUNICATIONS TOOLS USED BY COCA -COLA . Prepared by Saptarshi Chakraborty,Vadodara Helpful for all management students!!!
Marketing Strategies of Coca-Cola India | MBAtiousaneesh p
Coca-Cola was the 1st international soft drinks brand to enter India in early 1970’s. Indian market was dominated by domestic brands, with Limca being the largest selling brand. Cola was the largest selling flavor with market share of 40%, Lemon drinks 31% and orange drinks only 19%. Up till 1977, Coca-cola was the leading soft drink brand in India.But due to norms set by the Foreign Exchange Regulation Act (FERA), Coca-Cola left India and did not return till 1993 after a 16 year absence from the Indian beverage market. FERA needed Coca-Cola to reveal its secret concentrate formula as well as reduce its equity stake which was not acceptable.
Coca-Cola got the permission to enter the country with a 100 per cent unit in India. On September 22, 1993, the company bought out the Parle brands. As an entry strategy, Coca-Cola India took over Parle Foods. With a fine and detailed distribution network in place, Coke was now ready to take on archrival over a period of time, Coca-Cola India also bought certain bottling units that earlier belonged to Parle or individual distributors.
The presentation covers Brand elements of Coca Cola, which are describe in detail. Information related to its Brand elements are shown here. I hope this will help you.
PRESENTATION ON THE INTEGRATED MARKETING COMMUNICATIONS TOOLS USED BY COCA -COLA . Prepared by Saptarshi Chakraborty,Vadodara Helpful for all management students!!!
Marketing Strategies of Coca-Cola India | MBAtiousaneesh p
Coca-Cola was the 1st international soft drinks brand to enter India in early 1970’s. Indian market was dominated by domestic brands, with Limca being the largest selling brand. Cola was the largest selling flavor with market share of 40%, Lemon drinks 31% and orange drinks only 19%. Up till 1977, Coca-cola was the leading soft drink brand in India.But due to norms set by the Foreign Exchange Regulation Act (FERA), Coca-Cola left India and did not return till 1993 after a 16 year absence from the Indian beverage market. FERA needed Coca-Cola to reveal its secret concentrate formula as well as reduce its equity stake which was not acceptable.
Coca-Cola got the permission to enter the country with a 100 per cent unit in India. On September 22, 1993, the company bought out the Parle brands. As an entry strategy, Coca-Cola India took over Parle Foods. With a fine and detailed distribution network in place, Coke was now ready to take on archrival over a period of time, Coca-Cola India also bought certain bottling units that earlier belonged to Parle or individual distributors.
Coca Cola Brand Positioning. It includes: Journey of coca cola, coca cola brand positioning, coca cola brands, coca cola marketing strategy"mantra of success", coca cola STP, coca cola SWOT, coca cola in India, coca cola motto: think local act local, coca cola and pepsi POP & POD, cocacola brand mantra designing, coca cola IPR
Coca Cola Brand Positioning. It includes: Journey of coca cola, coca cola brand positioning, coca cola brands, coca cola marketing strategy"mantra of success", coca cola STP, coca cola SWOT, coca cola in India, coca cola motto: think local act local, coca cola and pepsi POP & POD, cocacola brand mantra designing, coca cola IPR
IMC, Media Planning, Media Budget, Marketing plan, ATL and BTL, Above the line and below the line, Media selection, Communication Strategy and Plan, IMC program
IMC assignment
3doodler (product launch)
Subject- IMC
MBA(Marketing Management)
The introduction, targeted customers, advertising, media, pricing and budgeting during a product launch of 3doodler pen.
Introduction to Integrated Marketing Communication (IMC)
IMC as an Integral Part of Marketing
Buying Decision Process
Communication Response Hierarchy
Setting Communication Objectives: DAGMAR Approach
Budgeting for Marketing Communication.
The Two-Step Flow of Communication: An Up-to-Date Report on an HypothesisElihu Katz(1957)
- The People's Choice
- The Two-Step Flow Theory
- Opinion Leaders and Opinion Followers
- Minimal/ Limited Paradigm vs. Mass Society Paradigm
- Strengths and Limitations of The Two-Step Flow Theory
- Elmira Study, Rovere Study, Decatur Study and Drug Study
- Diffusion of Innovation
- Personal Influence vs. Mass Influence
- Impact of Personal Influence
- Flow of Personal Influence
Case study: Share a Coke Campaign Post-analysis
Campaign: Share a Coke
Client: Coca-Cola
Agencies: Naked, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean
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.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
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Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
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Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
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Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
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You’ll learn:
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- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
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
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
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