Integrated Marketing Communications by Coca Cola Company

Integrated Marketing Communications by Coca Cola Company Research Paper example
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Student’s name College Name Marketing 22 June 2012 Integrated Marketing Communications by Coca Cola Company The name Coca Cola brings in the image of a chilled black drink in a finely designed bottle. This image is not created by our subconscious or imaginative power but is a result of powerful marketing and brand image that Coca Cola, an American multinational company, has brought to us.


Coca Cola Company holds foremost place in the market among different beverage brands and has always enjoyed flourishing position by following healthy marketing strategies to win the maximum amount of people. The strategies followed by the company are well aligned with company’s business objectives. This is achieved by pursuing an international standard, “Integrated Marketing Communication (IMC)”, to market company’s products. This helped the company to be customer-centric when communicating with customers. The IMC methods that company follows are product advertising, focused marketing, internet marketing, trade promotion, public relations, and personal selling (Belch & Belch xi). The advertisement of Coca Cola drink focuses on Product Advertising technique, while focusing on the pioneer advertising technique in the ad company depicts a prospective product to educate the customer about the drink. This is a highly expensive ad, as company has engaged actors (and characters) that enjoy high popularity all over the world. This helps the company to generate huge consumption of their product by branding with the images of these highly acknowledged and respected characters, such as Santa Claus. ...
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