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Marketing Communications - Assignment Example

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One of the recognized products of the company, i.e. Coca-Cola Zero, was launched in the year 2006. Moreover, with this brand, the company offers a non-sugar version of beverage for the consumers. The company established ‘The Zero Movement’ (TZM) with the intention of promoting this product in the market among the consumers. In this regard, the company utilized this method as an IMC tool for enhanced promotion of the product (UTS – CRICOS, “Coca Cola Zero Launch”). Promotional Mix Elements of IMC The promotional mix or IMC tools are effective methods of promoting as well as creating awareness among consumers about products which are to be launched by a company. The promotional mix elements which are inculcated within IMC program are as follows: Advertising Coca-Cola uses this IMC tool in an effective manner in order to promote its product, i.e. Coca-Cola Zero This product was promoted among consumers as ‘Real Taste, Zero Sugar’ (UTS – CRICOS, “Coca Cola Zero Launch”). ...
Coca-Cola Zero (The Coca-Cola Company, “Coke Zero Summer of Enjoyment”). Promotion The company has utilized sales promotion techniques like Promoting Coca-Cola Zero through ticket sales promotion in the FIFA World Cup 2010 (Utalkmarketing, “FIFA Ticket Sales Promotion For Coke Zero”). Publicity or Public Relations In order to promote Coca-Cola Zero, The company had utilized the public relations method to target consumers of different age groups for creating better awareness about this product (UTS – CRICOS, “Coca Cola

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Zero Launch”). Sponsorship The company has promoted this product through sponsorship in many important events such as Sports events Festive events such as 2012 Cannes Lions International Festival of Creativity (Maydream, Inc, “Cannes Lions International Festival of Creativity”) Branded Entertainment The company has promoted this product with renowned movies along with bestowing Numerous promotional offers such as movie tickets among others Personal Selling The company with the assistance of advertising as well as public relations has developed better relationships with consumers The company utilizes salespersons as a part of personal selling technique for creating better awareness of the product. Other Marketing Mix Elements Brand Name Coca-Cola Zero brand determines the identity of the product as well as provides the consumers with relevant facts which are associated with the products. The design of this product depicts a clear concept about the elements of the product which are advantageous (Con?dential, “Coca-Cola Zero Brand Identity and Design Standards”). Package The package of Coca-Cola Zero is of black and white colors, which signifies the features of this product. The package of this product plays a significant role
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Summary

Marketing Communications Assignment Table of Contents Table of Contents 2 Integrated Marketing Communication of Coca-Cola 3 Promotional Mix Elements of IMC 3 Other Marketing Mix Elements 6 Marketing Communications Program of Coca-Cola 7 Works Cited 9 Integrated Marketing Communication of Coca-Cola The Coca-Cola Company is a multinational beverage corporation which was established in the year 1886…
Marketing Communications Assignment
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