First Draft Research

Coursework A Research Title: Coca Cola Integrated Marketing Communications

COURSEWORK A

INTRODUCTION

The research endeavourers to achieve feedback on the above questions so that problems and benefits
associated with the use of integrated marketing communications were identified discussed and
recommendations provided. Furthermore, the study has attempted to identify new ideas, trends, and
future opportunities associated with its use

Perception is the process by which people select, organize and interpret information from the outside
world (Solomon, Marshall, Stuart, Barnes and Mitchell 2013:160).

Customer Satisfaction: a customers positive evaluation of the performance of a product or service

when compared to his or her expectations (du Plessis, Strydom and Jooste 2012:539).

Customer Satisfaction: a customers positive evaluation of the performance of a product or service

when compared to his or her expectations (du Plessis, Strydom and Jooste 2012:539).

Integrated Marketing Communications has emerged as one of the key drivers in sustaining an
organizations competitive advantage. Coca-Colas Share a Coke campaign was marketing genius..
After fighting a shaky start, through integrated marketing techniques, the Coke brand successfully
infiltrated social media, retail spaces, and outdoor marketing with its personalized paraphernalia. This
campaign saw massive success with a 7% increase in Coke consumption. Sales promotion for Coca
Cola is aimed at two strategies, retail and food service. Retail efforts are directed toward company
partnerships, direct store delivery and point-of-sale (POS) techniques.

Discussion
A comparison of the relative importance of the Coca Cola IMC components reveals a marketing
communications mix which is iconic. So much of the brand image is immediately recognizable, right
down to the bright red and white lettering of the names Coke and Coca Cola. This imagery is carried out
globally, and is so established and acclaimed world-wide that even in languages that may not be familiar
in local markets are readily known by consumers (Wikipedia, 2015)

An effective integrated marketing communications approach that is deployed and maintained is an

essential modern business requirement (Perner, 2008). In terms of successful outcome, Coca Colas
IMC approach has set a standard that offers a point of reference of desired triumph that is enviable
across the industrial landscape. Record-setting sales and revenues, brand visibility and recognition and
positioning on the global market are indicative of the Herculean levels of accomplishment achieved by
the company. Coca Cola products are consumed world-wide as a direct result of retail and in-store
marketing efforts which are meticulously detailed. In the almost one hundred thirty years of business
practice in the soft drink trade, Coke has risen to the top of the industrial food chain.

The era of digital, Integrated marketing communications (IMC) has become more and more important
for organization. It exists in a variety of forms: normal advertising, sales promotion, direct response and
public relations. In order to achieve the organizations plans and goals, it should use the different media
to achieve and identify the effectiveness of the promotional mix. Coca-Cola Company IMC strategy is
remarkable achievements, it record sales and revenue, brand awareness, recognize degree and position
on the global market has become the top of the industrial chain.
References
1. Bruhn, M., Schoenmueller, V. and Schafer, D.B., 2012. Are Social Media
Replacing Traditional Media in terms of Brand Equity Creation? Management
Research Review, 35(9), pp. 770-790.

2. Dodds, W.B., Monroe, K.B. and Grewal, D., 1991. Effect of Price, Brand and Store
Information on Buyers Product Evaluation. Journal of Marketing Research, 28(3),
pp. 307-319.

3. Hutter K., et al. 2013. The Impact of User Interactions in Social Media on Brand
Awareness and Purchase Intention.

4. https://www.linkedin.com/pulse/case-study-coca-cola-integrated-marketing-
gregory-stringer

5. Dudovskiy, J. (2015). Coca-Cola Marketing Communications: A Critical Analysis. Retrieved March

1, 2015, from Research Methodology: http://research-methodology.net/coca-cola-marketing-
communications-a-critical-analysis/

6. Perner, L. (2008). Promotion: Integrated Marketing Communication. Retrieved March 1, 2015, from
ConsumerPsychologist: http://www.consumerpsychologist.com/intro_Promotion.html

7. CokeSolutions. (2014). Beverage Sales Strategies for Soft Drink Marketing. Retrieved March 1,
2015, from CokeSolutions: http://www.cokesolutions.com/MarketingTools/Pages/Site
%20Pages/Strategies%20and%20Solutions.aspx