The campaign featured over popular teen and millennial names branded on the Coca-Cola cans and bottles. Esterl observes that the only way that the campaign was able to attain success was by putting the names of the customers on the Coca Cola bottles and cans. A focus on new technologies and advanced theories.
IMC comes in at this point, as a way for companies to ensure that their marketing campaigns are Coherent, Consistent, Continuous and Complementary. The image above provides an example of a comprehensive integrated marketing communications that makes use of all channels to drive the company brand.
The communication plan is adapted regarding the market, the society, the potential, the product positioning etc.
Consumers simply bought the Coca Cola brand because they saw their names on the bottles and felt connected with it. For example, they raise funds for social causes like earthquake or hurricane. Also, it always focuses on fun and entertainment as it is the main message they want to deliver.
There has been a movement from traditional media to new media. After the names on the cans they rolled out cans with song lyrics, and then special Christmas themed cans as well. Coca-Cola uses a combination of themes and concepts all designed to drive sales for its products. Coca-Cola has done an exceptional job in the development and implementation of an IMC plan.
According to AngIMC refers to the communications strategy adopted by a firm to ensure that all brand contacts and interactions with the customer for the organization, the employees, products and services are relevant, appropriate and consistent over time.
A catalyst for the growth of e-business management. Visibility in shelves, eye-catching positions… -Trade: Coca-Cola must have tracked the success of this campaign because the campaign lasted for a long time.
Have a clear understanding of who your target audience is.
As an example, here is a campaign in Korea: People care about their friends and families. Cambridge University Press Esterl, M.
In designing the campaign, Coca Cola betted on the idea that people could not resist branded and personalized products. Its aim is to prove that nothing is impossible, so does Coke Zero which has the same taste than Coke but without calories. The idea was very simple, yet smart.
The various elements that are included in the IMC mix must work together to deliver a consistent and persuasive message to the target audience. If you want to have an interesting, more in depth read of the ShareaCoke campaign from a marketing perspective, click on this link! Coca Cola is willing to be close to its consumers, to be part of their daily life, to become a kind of ritual attached to specific moments; for that, they use social media and social marketing through social responsibility for example, creating emotions and feeling of affiliation toward its customers.
A company adopting the integrated marketing communications strategy seeks to promote its brand through paid and free advertising, mobile phone, video clips, the internet, namely websites and blog sites, interactive games, word of mouth and social media networking, all which create and foster viral marketing and carry the brand Ang, As an example, we can cite: Cokes uses a lot interaction with its consumers throughout PR and social media advertising.
Coca-Cola created a social media frenzy with this campaign.
Going beyond the customized bottles, Coca-Cola developed interactive websites and billboards to support the campaign.
Wall Street Journal, [Online] Available at: They adapt their message to the target market but they are always based on the same values: It is really important for Coke to be distinguished from its competitors in supermarkets, city markets… thus, the company uses different strategies, oriented toward consumer or toward trade: Coca Cola Slogan became memorable and universal, as well as the message conveyed.
Ensure that your messaging is integrated. Coca Cola Intergrated marketing communications Coca Cola uses Integrated Marketing Communications in order to communicate with its target. For more information and more Coca Cola campaigns, visit this website:IMC of Coca Cola 1.
The IMC Tools used for Onkar Dhongade (MB) Manoj Bhurat (MB) 1 2. Learn all about Coca-Cola packaging and the company's sustainability, recovery and recycling programs. The Coca-Cola Company owns its anchor bottler in North America, Coca-Cola Refreshments.
The Coca-Cola Company is headquartered in Atlanta, Georgia, United States. Its stock is listed on the NYSE and is part of DJIA, S&P Index, the Russell Index and the Russell Growth Stock Index.
Its current chairman and chief executive is Muhtar Kent. Such foods may be combined with Coca Cola brand drinks for menu optimization, which may include specialty beverages such as Diet Coke, Cherry Coke, and others (CokeSolutions, ).
Comparative Importance of the Components. A comparison of the relative importance of the Coca Cola IMC components reveals a marketing communications mix which is iconic. Imc Differences of Coca Cola Words | 21 Pages. INTRODUCTION: Integrated Marketing Communications (IMC) has emerged as the dominant approach used by companies to plan and execute their marketing communication programs.
Many marketers, as well as advertising agencies, are embracing the IMC paradigm and developing integrated campaigns that. Imc-Coca Cola Words | 8 Pages. COMMUNICATION (IMC) According to Wikipedia, integrated marketing communications (IMC) is defined as a process for managing customer relationships that drive brand value primarily through communication efforts.Download