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STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA

STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA
Report submitted to

Centre for Management Studies Jamia Millia Islamia

in partial fulfilment of the requirements for the award of the degree of Master of Business Administration
by

Himanshu Harbola
Roll No. 11-MBA-17 Enrol No. 11-5929

Under the supervision of

Dr. Kavita Chauhan
Associate Professor

Centre for Management Studies Jamia Millia Islamia, New Delhi-110025

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STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA

DECLARATION
I, Himanshu Harbola, hereby declare that the report entitled “Studying the Integrated Marketing Communication strategies of Coca Cola” in fulfilment of the requirements for the award of the degree of Master of Business Administration which is submitted by me to the Centre for Management Studies, Jamia Millia Islamia University, New Delhi has been done by me and that, to the best of my knowledge and belief, it contains no material previously published or written by another person nor material which has been accepted for the award of any other degree or diploma , Associateship, Fellowship or other similar title or recognition. This is the original work and is the result of my own efforts.

Dated: 20th March , 2013 Place: New Delhi Himanshu Harbola

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STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA

CERTIFICATE

On the basis of the declaration submitted by Himanshu Harbola, a student of MBA(Full-Time) 2nd Year, , I hereby certify that that the thesis entitled “Studying the Integrated Marketing Communication strategies of Coca Cola ” which is submitted to the Centre for Management Studies, Jamia Millia Islamia University, New Delhi in partial fulfilment of the requirements for the award of the degree of Master of Business Administration, is an original contribution with existing knowledge and faithful record of research carried out by his under my guidance and supervision. Certified further, that to the best of my knowledge the work reported herein does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

Dated: 20th March, 2013 Place: New Delhi

Dr. Kavita Chauhan Associate Professor Centre for Management Studies Jamia Millia Islamia, New Delhi

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directly as well as indirectly. I would also like to thank all those who. but not unimportant people. My thanks and gratitude also goes out to the unmentioned. who helped me with their advice and support. Dated: 20th March. Dr. helped me to achieve my aims and objectives for this duration for completion of my project. Kavita Chauhan. 2013 Place: New Delhi Himanshu Harbola 4 .STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA ACKNOWLEDGEMENTS I would like to express my heartfelt thanks to my faculty guide. for guiding me through this project and for his insightful suggestions and advices.

1) Company profile 2.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA CONTENTS DESCRIPTION Cover page Declaration Certificate Acknowledgments Contents Objectives of study 1) Introduction of Study 1.2) Promotional mix of Coca Cola 2.3) Communication Theory 1.4) Direct marketing 2.8) Personal selling 3) Survey/Fieldwork for the project 4) Conclusion 5) Recommendations 6) Bibliography PAGE NO 1 2 3 4 5 6 7-21 22-44 45-59 60 61 62 5 .7) Publicity/Public relations 2.2) Barriers to IMC 1.1) Why IMC 1.5) Interactive/Internet marketing 2.3) Advertising 2.4) Evolution of IMC in India 1.6) Sales promotion 2.5) Key challenges to IMC in India 2) Focus points of the report 2.

STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA Objectives of the study  To study the gradual evolution of Integrated Marketing Communication in India  To study the role of IMC in enhancing the bottom-line of the organisation and overall sales revenue  To gauge consumer perception and success of IMC  To understand the IMC measures undertaken by Coca Cola India ltd and identify the success factors 6 .

for example. or IMC. External and Data integration. rather than permitting each to work in isolation.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA INTRODUCTION OF STUDY Integrated Marketing Communication (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand‟s core message. which maximizes their cost effectiveness. direct marketing. Horizontal Integration occurs across the marketing mix and across business functions . means integrating all the promotional tools. Check out the Hall Of Fame later for more about missions. as we'll call it. Vertical Integration means marketing and communications objectives must support the higher level corporate objectives and corporate missions.keeping all staff informed and motivated about any new developments from new 7 . While different departments such as sales. direct mail and advertising can help each other through Data Integration. production. At its most basic level. finance. distribution and communications should work together and be conscious that their decisions and actions send messages to customers. Its goal is to make all aspects of marketing communication such as advertising. personal selling. There are other levels of integration such as Horizontal. online communications and social media work together as a unified force. public relations. Vertical. Meanwhile Internal Integration requires internal marketing . This requires a marketing information system which collects and shares relevant data across different departments. so that they work together in harmony. Integrated Marketing Communications. Internal. sales promotion. This is enhanced when integration goes beyond just the basic communications tools.

a cohesive message .  Horizontal integration  Vertical integration  Internal integration  External integration  Data integration 8 .an integrated message. new strategic partners and so on. new service standards. on the other hand. External Integration. requires external partners such as advertising and PR agencies to work closely together to deliver a single seamless solution . to new corporate identities.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA advertisements.

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In a busy world. It can create competitive advantage. time and stress. consolidated and crystal clear message has a better chance of cutting through the 'noise' of over five hundred commercial messages which bombard customers each and every day. So IMC can boost sales by stretching messages across several communications tools to create more avenues for customers to become aware. aroused.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA WHY IMC? Although Integrated Marketing Communications requires a lot of effort it delivers many benefits. IMC wraps communications around customers and helps them move through the various stages of the buying process. initial research suggests that images shared in advertising and direct mail boost both advertising awareness and mail shot responses. a unified message has more impact than a disjointed myriad of messages. This 'Relationship Marketing' cements a bond of loyalty with customers which can protect them from the inevitable onslaught of competition. The ability to keep a customer for life is a powerful competitive advantage. The organisation simultaneously consolidates its image. while saving money. IMC also increases profits through increased effectiveness. and ultimately. develops a dialogue and nurtures its relationship with customers. to make a purchase 10 . At another level. a consistent. boost sales and profits. At its most basic level.

frustrate and arouse anxiety in customers. messages help nurture long term relationships with customers. This reduces risk in the mind of the buyer which. in turn. help them move comfortably through the stages of their buying process. On the other hand.. IMC saves money as it eliminates duplication in areas such as graphics and photography since they can be shared and used in say.. This may also confuse. and this reduces their 'misery of choice' in a complex and busy world. tactical or strategic planning. time is saved when meetings bring all the agencies together for briefings. Consistent images and relevant.one of the many benefits of IMC. creative sessions. and throughout their whole buying life.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA Carefully linked messages also help buyers by giving timely reminders. customer databases can identify precisely which customers need what information when.. updated information and special offers which. Agency fees are reduced by using a single agency for all communications and even if there are several agencies. 11 . This reduces workload and subsequent stress levels . integrated communications present a reassuring sense of order. advertising.. IMC also makes messages more consistent and therefore more credible. exhibitions and sales literature. when presented in a planned sequence. shortens the search process and helps to dictate the outcome of brand comparisons. useful. Finally. Here. Un-integrated communications send disjointed messages which dilute the impact of the message.

Integrated Marketing Communications. These include: Functional Silos. Time Scale Conflicts and a lack of Management know-how. it does. An advertising agency may not be so enthusiastic about developing a creative 12 . Here are two difficult questions . For example the PR department often doesn't report to marketing. Rigid organisational structures are infested with managers who protect both their budgets and their power base. Take functional silos. but often. some organisational structures isolate communications. In addition to the usual resistance to change and the special problems of communicating with a wide variety of target audiences.What should a truly integrated marketing department look like? And how will it affect creativity? It shouldn't matter whose creative idea it is. data. has many barriers. Stifled Creativity. Sadly. or IMC. and even managers from each other. The sales force rarely meets the advertising or sales promotion people and so on. And all of this can be aggravated by turf wars or internal power battles where specific managers resist having some of their decisions (and budgets) determined or even influenced by someone from another department. Imagine what can happen when sales reps are not told about a new promotional offer. there are many other obstacles which restrict IMC.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA BARRIERS TO IMC Despite its many benefits.

There appear to be very few people who have real experience of all the marketing communications disciplines. but also agencies. No more wild and wacky sales promotions unless they fit into the overall marketing communications strategy. a PR or a direct marketing consultant. A survey in 1995. designed to nurture the brand over the longer term. But this kind of planning is not common.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA idea generated by. integrated. Add different time scales into a creative brief and you'll see Time Horizons provide one more barrier to IMC. revealed that most managers lack expertise in IMC. But its not just managers. creative brief. However the two objectives can be accommodated within an overall IMC if carefully planned. 13 . image advertising. The joy of rampant creativity may be stifled. say. For example. but the creative challenge may be greater and ultimately more satisfying when operating within a tighter. There is a proliferation of single discipline agencies. may conflict with shorter term advertising or sales promotions designed to boost quarterly sales. This lack of know how is then compounded by a lack of commitment. IMC can restrict creativity.

is not a complete explanation.many messages are misunderstood. emotions. many messages are often designed or 'encoded' so that the hard sell becomes a more subtle soft sell. multi-step and multi-directional. The single step model . what is called 'noise'.with a receiver getting a message directly from a sender . If successful. The sender creates or encodes the message in a form that can be easily understood or decoded by the receiver. Many messages are received indirectly through a friend or through an opinion leader. are simply ignored. the audience will spot the message and then decode or interpret it correctly. interests and activities is essential to ensure the accuracy and relevance of any message. Clever encoding also helps a message to cut through the clutter of other advertisements and distractions. Instead of loud 'buy now' advertisements.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA COMMUNICATIONS THEORY Simple communications models show a sender sending a message to a receiver who receives and understands it. to see if the audience has decoded the message correctly. Customers talk to opinion leaders and they talk to each 14 . Thorough understanding of the audience's needs. Communications are in fact multifaceted. fail to arrive or. Opinion leaders talk to each other. Real life is less simple . The marketer then looks for 'feedback' such as coupons returned from mailshots.

STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA other. decode. while free samples and sales promotions may be the way to generate trial. In reality the process is not always a linear sequence. For example. attempts to map the mental processes through which a buyer passes en route to making a purchase. marketers have to select communications tools that are most suitable for the stage which the target audience has reached. Although it is over seventy years old. There are other much more complex models that attempt to map the inner workings of the mind. opinion formers. and other influential people. Buyers often loop backwards at various stages perhaps for more information. Understanding multiphase communications helps marketers communicate directly through mass media and indirectly through targeting opinion leaders. How messages are selected and processed within the minds of the target market is a vast and complex question. like AIDA. In reality. Add in 'encode. noise and feedback' and the process appears more complex still. style leaders. innovators. advertising may be very good at raising awareness or developing interest. a message model. rather simplistic and too hierarchical. There are many other models that attempt to identify each stage. 15 .

STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA This is just a glimpse into some of the theory. colors and so on  Start with a Zero Budget  Think Customers First  Build Relationships and Brand Values  Develop a Good Marketing Information System  Share Artwork and Other Media  Be prepared to change it all 16 . STEPS FOR EFFECTIVE MARKETING COMMUNICATIONS  Get Senior Management Support  Integrate at Different Levels of management  Ensure the Design Manual or even a Brand Book is used to maintain common visual standards for the use of logos. typefaces. Serious marketers read a lot more.

pride. fear. how. humor. as well as who will say it Step 2: Determining Communication Objectives Six buyer readiness stages Buyer-Readiness Stages • Awareness • Knowledge • Liking • Preference • Conviction • Purchase Step 3: Designing a Message  AIDA framework guides message design  Message content contains appeals or themes designed to produce desired results  Rational appeals  Emotional appeals: Love. joy. shame  Moral appeals 17 . guilt.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA Developing Effective Communication Step 1: Identifying the Target Audience Affects decisions related to what. and where message will be said. when.

and behavioral measures are assessed  May suggest changes in product/promotion 18 . phone. recall. and events Step 5: Selecting the Message Source  Highly credible sources are more persuasive  A poor spokesperson can tarnish a brand Step 6: Collecting Feedback  Recognition. atmosphere. mail. and Internet chat communications  Word-of-mouth influence is often critical  Buzz marketing cultivates opinion leaders Nonpersonal communication channels Includes media.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA Step 4: Choosing Media Personal communication channels  Includes face-to-face.

19 . The growing purchasing power of India‟s huge middle class makes it easier for companies to do business in India. a quasi-integrated approach might already be practiced among various departments in Indian companies. The economic liberalisation and reform movement. habits. However. differences in their tastes. started in India in 1991. has been one of the major contributors to the increase in its trade interactions globally. the customer base in India is extremely fragmented. The huge geographic expanse of the country has resulted in an inconsistent distribution system that is radically different from that present in most other countries.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA EVOLUTION OF IMC IN INDIA India‟s huge population and growing middle class presents promising potential for many US and European multinational companies focusing on the Indian markets. Added to this is the cultural diversity of its inhabitants. In the absence of welldeveloped departments for individual elements of marketing communications. competition in markets is growing and integration would become inevitable for communications in the developing world. and requirements that make it very difficult for companies to market their goods in a streamlined and consistent manner. The open flow of communication with the rest of the world and the country‟s ability to adapt to these changes has made it a very lucrative and promising land for many multinational companies. With more companies viewing India as an emerging market.

act locally‟ with the concept of IMC. 20 . IMC is a major strategic concept that is as evolutionary and discursive in its concept as other marketing and management tools. the companies had faced restricted competition and consequently did not realise the importance of targeted and more focused marketing. social class. demographic. Keeping in perspective a pertinent analogy of „Think globally. The purpose of integrated marketing communications strategy is to work toward the common goal of customer focused marketing.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA The idea of IMC still manifests itself in a variety of local and situational ways. Communication is the basis of all marketing activities. In a protected economy. There is a strong need to explore the concept and phenomena of IMC directly in the real world of communication. it is pertinent to examine the theories of culture and sub-culture. both for academics who study it and for managers who apply it in real world and real time situations. The concept of focused and massive marketing is fairly new to the Indian companies who have traditionally experienced a mixed economy and trade restrictions back home. with reference to India. and groups influences.

STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA KEY CHALLENGES TO IMC IN INDIA Key challenges to achieve optimal IMC performance are still in existence and acting as key barriers in way of effective IMC function in the country. Following are the few of them:  Lack of strategic consistency  Lack of technology advancement support  Lack of needed skill sets among marketing staff  Scarcity of creativity and innovation  Insufficient marketing budget  Complex cultural and social values  Lack of a standard measurement process  Ambiguity on the issue 21 .

STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA

Focus Points of the Report

 Company Profile  The Promotional Mix Of Coca Cola  Advertising  Direct Marketing  Interactive and Internet Marketing  Sales Promotion  Publicity/Public Relations  Personal Selling

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STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA

COMPANY PROFILE
Coca-Cola was set up in May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. The name Coca-Cola was suggested by Dr. Pemberton's bookkeeper, Frank Robinson. Coca-Cola currently offers more than 500 brands in over 200 countries and serves over 1.6 billion servings each day. The Company markets, manufactures and sells beverage concentrates, sometimes referred to as beverage bases, and syrups, including fountain syrups, and finished sparkling and still beverages. Outside the United States, it also sells concentrates for fountain beverages to its bottling partners. Coca-cola was asked by the Indian government to leave the country along with I.B.M in 1977 due to investment violations. The company re-entered the India market in 1993. It has, since then grown its operations rapidly through a model that supports bottling operations, both company owned as well as locally owned and includes over 7,000 Indian distributors and more than 1.3 million retailers. The Company‟s core sparkling beverages include Coca-Cola, Sprite, Fanta, Diet Coca Cola / Coca-Cola Light, Coca-Cola Zero, Schweppes, Thums Up, Fresca, Inca Kola, Lift and Barq's. Its energy drinks include Burn, Nos and Real Gold. Its juices and juice drinks include Minute Maid, Minute Maid Pulpy, Del Valle, Simply, Hi-C, Dobriy and Cappy. The Company‟s other still beverages include glaceau vitaminwater and Fuze. The Company‟s coffees and teas include Nestea teas, Geo rgia coffees, Leao / Matte Leao teas, Sokenbicha teas, Dogadan teas and Ayataka teas. Its sports drinks include Powerade and Aquarius. The Company‟s waters include Ciel, Dasani, Ice Dew, Bonaqua / Bonaqa and Kinley.

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STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA

KEY COMPETITORS:  PepsiCo Inc.  Nestle  Dr Pepper Snapple Group Inc.  Groupe Danone  Kraft Foods Inc.  Unilever

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opportunities and threats. its strengths. STRENGTHS  World‟s leading brand  Operates on a large scale  Growth in revenues WEAKNESS  Negative effect of publicity  Health issues 25 . weaknesses. Then it enables systematic identification of these factors and facilities the best match between them. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favourable and unfavourable to achieving that objective. SWOT examines the actions of the organisation.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA SWOT ANALYSIS SWOT analysis is an important measure that is adopted by an organisation to do strategic planning. Identification of SWOTs is important because they can inform later steps in planning to achieve the objective.

war 26 .STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA OPPORTUNITIES  Acquisitions  Growing demand of bottled water  Non-carbonate drinks market THREATS  Dependence in bottler partners  Issues around the world  COLA.

distributors and retailers. these customers make our beverages available to consumers across India. and an extensive distribution system comprising of our customers. thirteen authorized bottling partners of The Coca-Cola Company. BRIEF TIMELINE 1950 1958 1973 1977 Coca-Cola bottling plant opens in New Delhi Concentrate plant opens in India 22 bottling plants operate in 13 states Coca-Cola and 38 other companies refuse to dilute stake. Hindustan Coca-Cola Beverages Pvt Ltd. In India. sell and distribute beverages under certain specified trademarks of The CocaCola Company. In turn. Coca-Cola India Private Limited sells concentrate and beverage bases to authorized bottlers who are authorized to use these to produce our portfolio of beverages. the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola Company namely Coca-Cola India Pvt Ltd which manufactures and sells concentrate and beverage bases and powdered beverage mixes. These authorized bottlers independently develop local markets and distribute beverages to grocers. restaurants and numerous other businesses.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA COCA COLA IN INDIA In India. the Company also sells certain powdered beverage mixes such as Vitingo and Fanta Fun Taste. namely. supermarkets. who are authorized to prepare. additionally. a Company-owned bottling entity. package. small retailers. formally withdraws from Country in 1978 1992 Re-enters India 27 .

This anti-bribery policy provides compliance requirements to prevent improper payments and to ensure accurate reporting of permissible payments under all applicable anti-bribery laws. through which individuals can confidentially ask questions or report concerns to an independent administering party. the Company also has incorporated a prohibition against bribery into its Code of Business Conduct. including bribery of government officials. (c) The Code of Business Conduct for Suppliers seeks to extend and clarify similar ethical expectations to our suppliers. 28 . by which it is committed to work against corruption and bribery around the world. The Company is a signatory to the United Nations Global Compact.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA CORPORATE GOVERNANCE (a) The Code of Business Conduct outlines expectations for employees to comply with the law and act ethically in all matters. (b) Anti-Bribery Policy: The Coca-Cola Company and its subsidiaries are committed to doing business with integrity. In addition. Both the Code of Business Conduct and the Supplier Code highlight the ethics line reporting service. This means avoiding corruption of all kinds. The Code remains applicable to all employees of The Coca-Cola Company and its majorityowned subsidiaries. The Supplier Code became effective in February 2008.

This implies that the company will not buy advertising directly targeted at audiences that are more than 35 percent children younger than 12. radio. print. In 2010. particularly with regard to marketing in media that may be seen or heard by children under age 12. internet and mobile phones. including television. the company does not directly market in primary schools. In addition. 29 . The policy applies to all the beverages and the media outlets used. Coca Cola evolved their global Responsible Marketing Policy and redefined the appropriate audience threshold for what constitutes children‟s programming. The company does not show children drinking any of the products outside the presence of a parent or caregiver and do not directly target children younger than 12 in their marketing messages or advertising in children‟s programming. They shifted the threshold for children‟s programming from audiences that are more than 50 percent children younger than 12 years of age to audiences that are more than 35 percent children younger than 12.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA RESPONSIBLE MARKETING INITIATIVE The company has long been a leader in the area of responsible marketing.

and drinking Coca Cola is part of a lifestyle. words and sounds featuring within them have been perfected by marketing professionals in order to serve the same purpose. and argue that „thirst‟ for Coca Cola has been created by company marketing professionals in the first place. 30 . audio and video materials Coca Cola employs tries to communicate a message that this drink satisfies the thirst in the best possible manner and partially for this reason Coca Cola is consumed by millions of people per day. Messages sent through images. cast a doubt about the ability of Coca Cola to satisfy the thirst efficiently. drinking Coca Cola is stylish. images. However. words and audio materials promoting Coca Cola can be classified into three categories: Coca Cola helps to best satisfy the thirst.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA Analysis of Images and Words used in CocaCola Advertising and Their Appeal Coca Cola marketing campaign materials have been devised according to the messages they aim to convey. a range of scientists as well as marketing authors such as Bsonera. Marketing initiatives. and images. words.

This specific marketing objective is pursued by Coca Cola Company as a secondary objective. Secondly. 31 . such as nutritional aspects and health benefits that could be communicated to the potential and existing customers. Firstly. This is because the company already has a high level of brand recognition and its limited range of products is widely wellknown within the countries the company is operating.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA OBJECTIVES OF COCA COLA CAMPAIGN Coca Cola advertisement campaigns have been launched in order to achieve specific objectives. However. Each of the objectives of the campaign can be analysed in order to identify if Coca-Cola marketing campaigns are aiming to achieve them. informing and educating consumers and buyers. The relevance of this type of marketing objective to Coca Cola campaigns is limited due to the fact that there are no positive informational and educational points associated with Coca Cola drink. It is clear that the main objective of Coca Cola Company as a business entity is profit maximisation. creating awareness of the company and its products. Coca Cola advertisement campaigns contribute to the achievement of the primary objective of profit maximisation in several ways. and all of the efforts of the company are directed to the achievement of this primary objective.

32 . Seventhly. Accordingly. encouraging a liking for the company’s products over those of the competitors of the company. This is one of the main objectives Coca Cola marketing campaigns aim to achieve. This type of marketing objective is pursued by Coca Cola campaigns through integrating the consumption of the drink to the lifestyle of the customers. thus achieving their lifelong loyalty. and relevant information is communicated to the potential and existing customers. This form of marketing objective is pursued by Coca Cola very occasionally and only in new markets the company is entering. Fourthly. Such type of marketing objective is not very popular with Coca Cola marketing campaigns due to the size of the company as well as the nature of the business. encouraging product trial among potential new customers.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA Thirdly. reassuring customers and reinforcing their particular desirable buying behaviour. generating information from customers. Fifthly. and of the main strategies adopted by Coca Cola Company involves engaging in intensive marketing initiatives. Sixthly. This specific marketing objective is often pursued by Coke. increasing short-term sales by the means of stimulating action. seasonal and other sales are often introduced in major supermarkets. Global market of beverage products is highly competitive.

not the final consumers. the companies that direct their marketing initiatives mainly to the distributors and wholesalers. i.e. The marketing objective of creating sales lead is popular with the types of businesses that operate with the push strategy. 33 .STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA Eighthly. creating sales lead.

STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA The Promotional Mix: Tools Of IMC 34 .

service. Big names of Indian film industry mainly become the brand ambassadors of the Company.g. Thus advertising is the most important marketing tool for the company as it has to cater mass consumer markets. the slogans of the Coca Cola have been memorable. They mainly does national advertising. These advertisements build brand image and create awareness. Coca Cola uses the concept of aggressive advertising to promote its products.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA ADVERTISING Advertising is defined as any paid form of non personal communication about an organization. Throughout the years. For E. Company introduces different themes and concepts to sell their product and advertises mainly in electronic media and out of home advertising. or idea by an identified sponsor.  Thanda Matlab Cola-Cola  Jo chaho ho jae Cola-Cola enjoy  Coca-Cola-Piyo sir utha ke  Brrrrrrr!!! 35 . product.

It also includes:  Vizi cooler  Freezers  Display racks 36 . used various mediums to reach to customers and ensure high revenues. It has. Although very rare. over the years. they have a separate department for print media. Point Of Sale Materials: Point of sale material this includes: Posters and Stickers display in the stores and in different areas.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA MEDIUMS OF ADVERTISING Coca Cola has created a niche for itself in the advertising world by conjuring innovative ideas and models to increase its visibility and add value to its services. The mediums of advertising used by Coca-Cola are: Print media: They print media for advertisement.

V COMMERCIALS Coca Cola has very intelligently used television as a medium to reach out to its customers across the globe. TV is the most common entertaining medium available to the customers. Hence. come with some of the most memorable television ads on Tv. It chooses its brand ambassadors with care and ensure that the celebrities connect with the audience. Coca-Cola introduced the new Brrrrr!! Ad and featured Imran Khan as the brand ambassador. TV commercials are one of the most attractive way of doing advertisement and selling a product. It is a well known fact that today. 37 .STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA T. In the summer of 2011. Coca Cola has also realized this fact and over the years. The company focuses on both the urban as well as the rural India with its advertisements.

shops.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA OUTDOOR ADVERTISING Coca cola is very much conscious about their billboards and hoardings. buildings. Billboards are usually found at cross roads. dhabas etc focusing in rural areas if India. bus stands. 38 . Also in India the Coca-cola can be seen painted on walls. They have so many sites in different locations for their billboards.

This way. 39 . and Motor Racing etc. etc. By doing this. or other businesses. purchasing their product over and over again. which forces them to buy a drink from that brand. the company partners with various restaurants. when a customer orders a drink. First. and keeps the restaurants. According to mobilemarketingmagazine.com. to carry its product. Football.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA DIRECT MARKETING Coca Cola uses direct marketing in many ways. Mc Donalds. Coca Cola also sponsors various sporting events in India and around the world in events like Cricket. movie theaters. the only brand they are offered is Coke. Coca Cola uses mobile graphics and texts to appeal to markets on a more personal level. Coca Cola forces out other competition. Eg.

The internet marketing thus helps to reach to those consumers who cant afford to spend time on T. which is quite simple to navigate through. The company has its own website.V and are always online. 40 . Also in the modern era of communication and networking.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA INTERACTIVE/INTERNET MARKETING Coca Cola uses the internet to promote its products. YouTube. the company uses various social networking sites like Facebook. shopping and through a special section of the website that enables consumers to find out how they can help their community. The website allows customers to become interactive through various games. Twitter to connect with the consumers. contests.

Consumer . Trade .STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA SALES PROMOTION A sales promotion is an activity that is implemented to boost the sales of a product or service temporarily.Oriented sales promotion:  Discounts to retailers and stores  Return back allowances  Merchandising assets  Free goods or free tours 41 . 1.Oriented sales promotion:  Getting Shelves  Eye Catching Position  Under The Crown Scheme 2. Coca Cola does sales promotion in two ways to quickly increase sales.

For instance. Coca-Cola can address law suits. current. Here. This will cause others to purchase the product. This creates a positive buzz around the product and leads to positive word of mouth publicity. and in-turn increase sales. the company can still use word of mouth advantage. or future. investors can access financial statements and upto-the-minute stock information. Today. 42 . There is also a section of the website devoted to investors. Public relations is defined as “the management function which evaluates public attitudes. service or idea not directly paid or run under identified sponsorship. and executes a program of action to earn public understanding and acceptance”. and customers on their lunch break purchase that new product and enjoy it. they will tell others in the office about how great the new product is. when Coca Cola produces a new product. new products. stories. rumours.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA PUBLICITY/PUBLIC RELATIONS Publicity refers to non personal communications regarding an organization. and activities. product. identifies the policies and procedures of an individual and organization with public interest.

The company supports „My School‟ campaign along with NDTV has Sachin Tendulkar as the brand ambassador. Coca Cola also Sponsors events in cricket and music and the latest example is MTV Coca Cola Studio. The project Unnati focuses on more yield of mangoes to farmers. 43 .STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA CORPORATE SOCIAL RESPONSIBILITY Coca Cola India is also undertaking some projects as a part of their social cause and part of the corporate social responsibility. which has gained immense popularity.

and build relationships with customers. Thus though minimum. the company also has many sales people for personal selling. who are individuals representing the company to communicate. sell. they sell their products to them and service them many times per week. These salespeople promote their product to different customers within their regions. service. 44 . These individuals form close relationships with the customers in order to continue business with them.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA PERSONAL SELLING Coca Cola has many salespeople. and once they sustain a customer.

STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA SURVEY/FIELDWORK FOR THE PROJECT 1). TOPIC OF THE PROJECT “To Study the Integrated Marketing Communication Strategies of Coke” 2). RESEARCH OBJECTIVE  To study the feasibility of the current marketing communication strategies of Coke  To gauge consumer perception and success of IMC initiative of Coke  To understand the psyche of the consumers while making a purchase decision  To check the awareness of the consumers regarding the advertising and marketing initiatives of the company 45 .

46 . New Delhi SAMPLE SIZE: The sample size was 50.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA 3). Hauz Khas. RESEARCH DESIGN METHODOLOGY Sources of data collection: Primary Data:  Questionnaires  Personal Interviews Secondary Data:     Research papers Official websites Corporate journals Case studies Data Gathering Tools:  Questionnaire  Internet Limitations of the study:  Time constraint  Limited sample size Universe:  IIT Campus shopping complex.

STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA Survey on consumer preferences: Questionnaire: Name: _________________ Occupation: Contact number: _______________ Email:____________________ 1) Do you consume soft drinks/beverages on a regular basis?     Daily Once a week Monthly Very occasionally 2) Are you influenced by the TV/Print ads while making a choice?  Yes  No  Sometimes 3) Do you prefer Coke over other aerated drinks while making a purchase?  Yes  No  Sometimes 47 .

STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA 4) Can u recall all the Coca Cola products/brands while purchasing?  Yes  No  Some of them 5) Do you believe that the Coca Cola advertisements have a favourable impact on your purchase decision?  Yes  No  Sometimes 6) Do you think that Coca Cola has the most impactful marketing communication strategy?  Yes  No  Cant say 7) On a scale of 1 to 10 how would you rate Coke‟s marketing communication for its line of products?  0-5  5-8  >8 48 .

STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA 8) Does innovative advertising/marketing compel you to try out new products in the market?  Yes  No  Sometimes 9) Rate the influencing factors for TV ads:      Celebrity endorsements Entertainment Music Innovation Animation 10) Product attribute ratings:      Taste Brand Value for Money Quality Price 49 .

STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA ANALYSIS/DATA INTERPRETATION 1) Do you consume soft drinks/beverages on a regular basis? Daily Once a week Monthly Very Occasionally 12% 14% 32% 42% The result shows that a sizeable population consumes soft drinks/beverages on a regular basis and hence there is tremendous potential in the segment. 50 .

STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA 2) Are you influenced by the TV/Print ads while making a choice? Yes No Sometimes 30% 46% 24% Majority of the respondents said that advertisements have an influence on their purchasing choices. 51 .

52 . thus reiterating its commanding position in the market.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA 3) Do you prefer Coke over other aerated drinks while making a purchase? Yes No Sometimes 40% 34% 26% Majority of the respondents replied in the affirmative when asked whether they prefer Coke over other brands.

53 .STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA 4) Can u recall all the Coca Cola products/brands while purchasing? Yes No Some of them 16% 10% 74% An overwhelming majority of respondents could not recall all the brands of Coca Cola. successfully managed to create sub brands apart from Coke. Coca Cola has thus.

STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA 5) Do you believe that the Coca Cola advertisements have a favourable impact on your purchase decision? Yes No Sometimes 22% 54% 24% Majority of the respondents felt that the Coca Cola advertisements influence them positively in their purchase decisions. 54 .

a significant number of respondents replied in the affirmative about Coca Cola having the most impactful strategy.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA 6) Do you think that Coca Cola has the most impactful marketing communication strategy? Yes No Can't Say 36% 50% 14% Half of the respondents were unsure about the marketing communication strategy of Coca Cola. However. 55 .

56 . while a small percentage felt that it was below par.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA 7) On a scale of 1 to 10 how would you rate Coca Cola’s marketing communication for its line of products? 0-5 5-8 >8 18% 12% 70% An overwhelming majority rated Coca Cola‟s marketing strategy above average/good.

STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA 8) Does innovative advertising/marketing compel you to try out new products in the market? Yes No Sometimes 40% 40% 20% Most respondent agreed that clever marketing and positioning strategies affect the consumers‟ switching decisions. 57 .

58 .STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA 9) Rate the influencing factors for TV ads: Chart Title 60 50 40 30 20 10 0 Disagree Agree Strongly Agree Majority of the respondents agreed that entertainment and innovation are the major influencing factors for successful marketing.

Hence. 59 . product quality holds utmost prominence. apart from clever marketing communication.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA 10) Product attribute ratings: 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Taste Brand Value for money Quality Price 5 4 3 2 1 An overwhelming majority of the respondents rated quality. taste and value for money as the most important product attributes.

STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA CONCLUSIONS For any company to reach the peak in today‟s competitive era. it needs to incorporate each and every component of the promotional mix. Integrated Marketing Communication strategy encompasses the entire gamut of the promotional mix along with effective communication. Coca-Cola has reached the pinnacle owing to an efficient and dynamic marketing communication strategy. The market survey also concludes that Coca Cola has managed to stand out from the crowd in advertising and managed a loyal consumer base. Coca Cola has effectively managed to capture peoples‟ attention by marketing the brand and sub brands in line with people‟s aspirations. 60 .

STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA RECOMMENDATIONS As the consumer is compelled by innovative marketing and advertising to try out new products. The impetus on marketing communication and innovative advertising should continue as it increases the brand visibility and enhances the bottomline of the organisation. 61 . Coca Cola must incorporate a dynamic IMC strategy to keep its goals in line with changing peoples‟ choices. the company can leverage its brand equity to enhance the image of its sub brands. As people associate credibility with Coca Cola‟s brand.

com/view.1to1media.coca-colacompany.com/integrated-marketingcommunications.An integrated marketing communications perspective by Belch and Belch WEBSITES  http://www.STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA BIBLIOGRAPHY BOOKS  Marketing Management by Kotler.com/mkc/marketingcommunicati ons/  http://www.com/our-company/  http://www.com  http://www. 2e by David Pickton and Amanda Broderick  Advertising and Promotion.managementstudyguide.thecoca-colacompany. Koshy and Jha 13th Edition  Integrated Marketing Communications.htm  http://www.aspx?itemid=31026 62 . Keller.multimediamarketing.