Coca Cola – Integrated Marketing Communications (IMC)

1. Which is the IMC tool that played utmost (maximum) role in the progress of Coca-
Cola business?

Ans: The tool which played the maximum role in progress of Coca-Cola is Partnership
with Olympics when it travels with the team in Olympics. USA for the first time to the
Olympics in Amsterdam and has been a sponsor for every Olympic team since. Coca-
Cola’s continuous Olympic sponsorship makes it the longest running corporate sponsors
in Olympic history. Fans of the Olympics can accurately predict that when the Olympic
Games begin, Coca-Cola will inevitably be there. Such a strong relationship has helped
Coca-Cola become a household brand name.

2. Do you agree that Olympic partnership and advertising (all forms) helped in business
growth for such a mature brand? Justify your answer either with “Yes or “No”.

Ans: No

3. Why digital marketing role was insignificant or failure Coca-Cola in the said
Olympics?

Ans: The Coca –Cola Campaign failed due to not accepting the contradictory slogan in
Russia which due to lack of Company to Public relationship. Coca-Coca did not take care of
the Public and Company Relationship.

4. Give your detail analysis on other IMC tools’ role in Sochi Olympics. If you were
the “Brand Manager” for Coca-Cola at that time, what you could do? Discuss
your strategies & tactical plans.

Ans: In addition to monetary costs, Coca-Cola is also at risk for bad publicity like it
faced in the 2014 Sochi games. As with any sponsorship, bad press affecting the
sponsored brand is likely to affect the sponsoring organization as well. Coca-Cola’s
choice of a digital marketing campaign proved inappropriate for the Games due to
the Russian Controversy. As a result of the bad publicity, Coca-Cola was forced to
take quick action before it snowballed into a major scandal.
If I would be the brand manager so that I would first study the norms and values of
the Culture of any target audience and analyze what are the controversial thing and
avoid those things by restricting the campaigns so that it cannot harm the world
class brand and understand the sentiments of pur target audience.