Marketing Communications - Assignment Example

Marketing Communications Assignment Table of Contents Table of Contents 2 Integrated Marketing Communication of Coca-Cola 3 Promotional Mix Elementsof 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. The company is operating in more than 200 countries. Moreover, the company offers over 500 brands as well as utilizes various promotional mix tools as a part of Integrated Marketing Communication (IMC).

The varied tools of IMC are advertising, direct marketing, sales promotion, personal selling, internet marketing and public relations (THE COCA-COLA COMPANY, “The Coca-Cola Company Fact Sheet”). 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”).

Direct Marketing Coca-Cola Company uses direct marketing technique to promote Coca-Cola Zero through The assistance of partners or agencies like restaurants or theatres (AdMe Group, LLC, “You Have 70 Seconds") The company sponsors various sporting events for better promotion of this product (THE COCA-COLA COMPANY, “Advertising”). Interactive Media Coca-Cola has used almost every major social networking site including YouTube Facebook Twitter in promoting the product, i.e. 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 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 in increasing the sales as well as assisting the company in building better attractiveness of the product in the market (Con?

dential, “Coca-Cola Zero Brand Identity and Design Standards”). Price Coca-Cola uses a flexible pricing strategy which is dependent on the seasonal factor in order to acquire more consumers in the market. The company offers the Coca-Cola Zero product at lower price while penetrating in a new market segment with the intention of retaining as well as enhancing customer base (Golan, Karp and Perloff, “Estimating Coke and Pepsi’s Price Advertising Strategies”). Marketing Communications Program of Coca-Cola Coca-Cola is utilizing all the promotional tools in its IMC program in an effective manner in order to promote the Coca-Cola Zero product.

These integrated promotional mix tools of the company are established with the motive of sending a message about the brand image that can be trusted. Despite the fact that Coca-Cola is using all the IMC tools, it can intend to improve its advertising promotional strategy by incorporating through innovative thinking certain variations in its intended messages in terms of new information. Works Cited AdMe Group, LLC. You Have 70 Seconds, 2013. Web. 05 Feb. 2013. Con?dential. Coca-Cola Zero Brand Identity and Design Standards, 2009. Web. 05 Feb. 2013. Contagious.

Branded Entertainment, 2008. Web. 05 Feb. 2013. Golan, Amos, Larry S Karp, and Jeffery M. Perloff. Estimating Coke and Pepsi’s Price Advertising Strategies. University of California. 789 (1998):1-53. Print. Maydream, Inc. Cannes Lions International Festival of Creativity, 2012. Web. 05 Feb. 2013. The Coca-Cola Company. The Coca-Cola Company Fact Sheet, 2013. Web. 05 Feb. 2013. The Coca-Cola Company. Advertising, 2013. Web. 05 Feb. 2013. The Coca-Cola Company. Coke Zero Summer of Enjoyment, 2012. Web. 05 Feb. 2013. UTS – CRICOS.

Coca Cola Zero Launch, 2007. Web. 05 Feb. 2013. Utalkmarketing. FIFA Ticket Sales Promotion For Coke Zero, 2009. Web. 05 Feb. 2013. WGU. Advertising, Integrated Marketing Communications, and the Changing Media Landscape, 2010. Web. 05 Feb. 2013.