Coca-Cola uses an integrated marketing communications approach to promote its brands. It utilizes various media channels including newspapers, magazines, television, radio, cinema, internet, outdoor advertising, and social media. Coca-Cola also leverages word-of-mouth marketing, point-of-sale materials, sales promotions, public relations, and a network of salespeople to communicate with customers. The company aims to create consistency across its various marketing initiatives and tailor certain campaigns to local cultures to maximize effectiveness on a global scale.

1. INTEGRATED
MARKETING
COMMUNICATIONS OF
COCA- COLA
GROUP 4 –
SANJEEV SAHU, SHRUTI SINGHAL, SHRUTI TIWARI, VINAY
AGARWAL, PRANIT DUGAR, SAURAV DASH

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INTRODUCTION
The Coca-Cola Company is the world's biggest drinks company,
controlling more than half the global market in carbonated soft drinks as
well as a substantial chunk of the somewhat larger non-carbonated
segment. The Coca-Cola Company offers more than 350 brands in over
200 countries, aside from its flagship Coca-Cola beverage. It owns four of
the world's five best-selling soft drinks. Its principal brand is of course
Coca-cola itself, the world's best-known and most valuable non-technology
brand. But the company also sells more than 500 other beverage brands
ranging from variants like Diet Coke and sister products such as Fanta and
Sprite to a vast range of carbonated and non-carbonated juice-based
drinks, bottled waters, iced teas and coffees in both emerging and mature
markets and health concerns caused sales growth to stall for more than a
decade.
Types of media used to
promote Coca-Cola
1. MEDIA ADVERTISING
Newspapers are one of the
most popular forms of media
advertising that is widely used
by Coca-Cola. Coca-Cola
Company is one of the
The advertisement on
(http://www.youtube.com/watch?v=4LP4t5kvAyQ&featur
e=fvwrel) shows people especially youth of India
belonging to different social classes and ethnic
backgrounds consuming coke and feeling its effect. The
ad on
(http://www.youtube.com/watch?v=7A8DNWu2c5k) sho
ws youth of UK consuming coke zero.
Along with that they also launch new advertisements for

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companies that has stared
media advertisement in its
earlier stages, and by now the
company has been engaged
in media advertising for more
than 100 years.
Magazines have also been
widely used at a global level in
order to advertise Coca-Cola.
The choice of magazines to
advertise the brand has been
undertaken according to their
readability by the target
customer segment of the
company, and the Coca-Cola
advertisements usually
occupy the whole page of
magazines in order to
maximize the positive impact
of the marketing initiatives.
the special occasions such as Christmas.
(http://www.youtube.com/watch?v=4TMwBFK2qHI).
This ad shows people from different income groups
celebrating Christmas, and how coke is an essential
part of their celebration.
Coca-Cola has been advertised through television many
counties as well with the company spending a
considerable amount of financial resources for this
purpose. Coca-Cola TV ads in different countries vary
from each other and they have been prepared taking
into account the characteristics of a local culture in order
to avoid any misunderstandings due to cultural
differences, and maximise the positive impact of the TV
advertisement initiatives.
Coca-Cola media advertisement through
the radio usually does last only for few seconds, but
nevertheless is considered to be highly efficient in terms
of increasing the level of brand awareness and
customer loyalty.
Internet is another platform where the various forms of Coca-Cola advertisements are
placed. Specifically, the brand’s online advertisement is undertaken through the
extensive use of banners, pop-up ads, on-site sponsorships and various other forms of
online advertisements in thousands of websites along the globe. There are also
various forums and websites dedicated to Coca-Cola fans, where users can share their
stories involving Coca-Cola.
2. VISUAL AND AURAL MEDIA:
1. Coca-Cola has been advertised through television in many countries. Coca-Cola
features different ads in different countries. These ads are prepared considering the
local culture to avoid any misunderstandings due to the differences in the culture of
different countries.

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2. Coca-Cola is also advertised in cinema and
this is undertaken in two ways. Firstly, Coca-Cola
video advertisements are played in cinemas before
the movie starts. Secondly, Coca-Cola is advertised
through product placement in movies, wherein the
drink is featured somewhere during the movie and
the efficiency of the product placement is maximised
by showing the drink being consumed by the lead
role.
3. Coca-Cola radio advertisement usually lasts
only a few seconds, but is considered to be efficient in terms of increasing brand
awareness and customer loyalty.
4. Posters and billboards are also widely
used as an integral part of the Coca-Cola
media promotion. The billboards are
usually placed at the city centres and
highways around the globe as well as
some parts of the rural areas. Posters, on
the other hand, are normally displayed at
the public transports, shops and
restaurants.
3. DIRECT RESPONSE ADVERTISING:
Word-of-mouth has a big part to play in their success. After all, Coca-Cola’s “thing” is
all about bringing people together.
Few examples of word-of-mouth marketing of Coca-Cola’s :-
• Coca-Cola’s got a Coke with your name on it
The “Share A Coke” campaign revolved around Coke bottles with common
names (e.g “John”, “Sarah”) printed on labels of Coca-Cola bottles. The labels
encouraged consumers to “Share A Coke With” a friend of that name. Word of
the special bottles exploded on social media as consumers snapped thousands
of pictures with/of their bottles of Coke. Our names are one of the most personal
things we have. These specially labelled bottles delighted consumers – it’s a
personalized bottle of coke with their name on it. It also gave consumers an
opportunity to share that delight with their friends.
• Coca-Cola brought the world to the world cup
4. POINT OF SALE MATERIALS
Merchandising is essential to communicate to the consumer at the point of purchase.

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Sales people and delivery personnel both take the additional responsibility of
merchandising. If required special teams are sent to specifically merchandise its
products. Includes Posters and stickers displayed in different areas vizi coolers,
freezers, Display Racks.
For decades, Coca-Cola has made its name in the advertising and marketing world.
This is not just because of their explicit desire to improve the products. But also, the
creative, unique, and one of a kind Coca-Cola POS displays that have changed the
face of the drinks retail industry.
Coca-Cola is the producer of different
drinks such as Sprite, Fanta and more.
Since Coca-Cola has a wide range of
products under its name, the company
make sure that every product is given
strong and innovative promotion.
However, here instead of creating
different POS displays, Coca-Cola
uses a single stand for several drink
brands, offering them in a special
pack. This kind of promotion w gives
the target consumers the chance to
choose which products they would like
5. TRADE AND CONSUMER-ORIENTED PROMOTIONS
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

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6. SOCIAL MEDIA:
Coca Cola has selected all media sources like TV, print media, radio channels,
billboards, internet, and social media. However, the main media in this campaign were
social networking sites and the internet. Coca Cola knows that social networking sites
have become the most famous and trending media sources nowadays. Every person
now owns a smartphone and he or she loves to update their status on some famous
social networking sites like Facebook or twitter every now and then. So, Coca Cola
tried to benefit from this nature of the common person and they manufactured coke
bottles having commonly famous names on the bottle. A message ‘#ShareaCoke with’
is also written on the bottle that improvised the consumers to share a selfie with the
bottle having the person’s name on social networking websites.
Few of the inspiring campaigns
Share a coke
It goes without saying that Share A Coke is one of Coca-Cola’s most noteworthy digital
campaigns.
The campaign was originally trialled back in 2011, resulting in a 7% increase in sales.
It also earned a total of more than 18 million media impressions, and traffic on the
Coke Facebook site increased by 870%, with page ‘likes’ growing by 39%.
Link-
Love Story
In 2017, Coca Cola Great Britain created a recycling-focused advert called “Love
Story”. The ad, which involved a set made entirely out of recyclable material, depicted
two plastic bottles falling in love over and over again – all thanks to the magic of
recycling.
With Coca Cola recently announcing that it aims to collect and recycle the equivalent of
all its packaging by 2030 – the campaign was a notable example of the brand stepping
up on this issue.
Link-https://youtu.be/e8tF9XevVlo
Taste the feeling
In 2016, Coca Cola rolled out the integrated ‘Taste the Feeling’ campaign – an update
to its previous ‘Open Happiness’ tagline. With a number of international agencies
working on the campaign, it involved 10 TV commercials, digital, print, out-of-home,
and shopper initiatives.
Overall, the theme was to offer an insight into the everyday moments and feelings that
surround drinking Coca Cola, as well as to show the diversity of people around the

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world who enjoy it.
‘Taste the Feeling’ also coincided with the ‘one brand’ strategy in Great Britain, which
markets Coke, Diet Coke, and Coke Zero under one umbrella (in terms of branding
and design).
Link-https://youtu.be/tqXKjbtCtxg
Thanda Matlab Coca-Cola (India)
In 2003 Coca Cola launched one of the most successful campaigns till date, “Thanda
Matlab Coca Cola.” The ad campaign is a brainchild of one of the most revered
advertisers in India Prasoon Joshi. The series was enacted by Aamir Khan.
Link-https://youtu.be/IaZUR8xedsU
Open Happiness
As a part of the global Coke Side of Life campaign, the Open Happiness integrated
marketing campaign was rolled out in India in 2009 , right after its successful roll out in
the US in late January 2009.
7. INTERNET MARKETING
• Uses the internet to promote its products
• Company has its own website - simple to navigate
• 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 company uses various social networking sites like Facebook, YouTube,
Twitter to connect with the consumers.
• Internet marketing helps to reach to those consumers who cant afford to spend
time on T.V and are always online.
8. PUBLIC RELATIONS
Publicity refers to non-personal communications regarding an organization, product,
service or idea not directly paid or run under identified sponsorship. 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

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is. Today, the company can still use word of mouth advantage. This will cause others
to purchase the product, and inturn 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 up-tothe- minute stock
information. 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.
Sanjay Dutt and Sachin Tendulkar at Coca-Cola India and NDTV 'SUPPORT MY
SCHOOL' campaign event at Yash Raj Studios in Andheri, Mumbai
Coca Cola Market PositioningSustainable Community Model. Projects itself as a brand
which wants to grow along with the society. Has undertaken variety of community
development projects in rural & urban areas. One such example is Project Unnati. With
a seed investment of $2 million, the project aims at training farmers and has has
established about 100 demo farms in the pilot phase with plans to train 50,000 farmers
over five years. Coca Cola India’s Parvartan Program trains local Kirana store owners
in good business practices. Similarly in another initiative, Coca cola has distributed
Solar water cooler “ekocool” to female retailers in Interior regions of Uttar Pradesh.
According to group head Atul Singh, President and CEO, Coca-Cola India and South
West Asia, the company calls it the golden triangle which involves the Government,
civil society and the company, making it a win-win situation for all stakeholders.
Developing a highly respectable and trusted Brand In India. The focus of all marketing
and branding initiatives of the brand over the year have been to build Consumer
confidence and light friendly image .
9. PERSONAL SELLING
• 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

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personal selling.

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2.