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PRESENTATION ON INTEGRATED MARKETING COMMUNICATION OF

COCA- COLA

BY GROUP TURQUOISE:

Suchi Agarwal

Aparna Gupta

Sidharath Bothra

Nitesh Agarwal

Abhishek Kumar

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• Coca-cola was invented in may 1886 by Dr. John S. PEMBERTO in Georgia.It offers more than 500 brands in over 200 countries.It operates a franchised distribution system. It produces only syrup concentrate which is then sold to various bottlers throughout the world.

INTRODUCTION

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PROMOTIONAL MIX : TOOLS

Advertising

Direct Marketing

Sales promotion

Public relations

Internet marketing

Personal selling

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1. It is a paid form of non- personal communication about the product.2. It is the most important marketing tool as it helps to cater mass consumers.3. It advertise mainly in electronic media and out of home advertisement.4. Big names of film industries become brand ambassador.5. Some slogans used are: THANDA MATLAB COCA – COLA JO CHAHO HI JAE

ADVERTISING

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MEDIUM OF ADVERTISING

PRINT MEDIA POINT OF SALES MATERIAL• POSTERS• STICKERS

(VIZI COOLERS, FREEZERS, DISPLAY RACKS)

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1. As T.V. is the most entertaining medium , advertising through it is the most attractive way . Coca- cola does regular T.V. commercials.2. It focuses on both rural and urban India for advertising.

T.V. COMMERCIALS

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1. Coca- cola uses billboards and hoardings for advertisements.2. Billboards are usually found at crossroads , buildings and shops.3. It can also be seen on walls , dhabas in rural areas of India.

OUTDOOR ADVERTISING

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1. The company is partner with various restaurants , movie theaters etc. 2. This way the only brand the customers are offered is coca-cola which forces them to buy this brand . Eg. Mc donalds3. It sponsers various events like cricket , football etc.

DIRECT MARKETING

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1. Coca – cola uses the internet to promote its product . I t has its own website and allows customers through various games , contests and shopping.

2. It also uses social networking sites like facebook , youtube and twitter for advertising.

3. It helps to reach to those consumers who are not able to afford to spend time on T.V. and are addicted to online searches.

INTERNET MARKETING

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SALES PROMOTION

CONSUMER ORIENTED SALES

PROMOTION

• Getting shelves• Eye catching position

• Under the crown scheme

TRADE ORIENTED SALES PROMOTION

• discounts• Free goods • return back

allowances

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1. THE COCA-COLA IS DOING SOME PROJECTS A SA PART OF SOCIAL COST AND CORPORATE SOCIAL RESPONSIBILTY.2. IT IS DOING SCHOOL COMPAIGN WITH NDTV3. PROJECT UNNATI WHICH FOCUSES ON MORE YIELD OF MANGOES TO FARMERS .

PUBLIC RELATIONS

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1. IT HAS MANY SALESPEOPLE WHO ARE REPRESENTING THE COMPANY TO SELL AND BUILD PERSONAL RELATIONSHIP WITH CUSTOMERS.

2. THESE SALESPEOPLE PROMOTE PRODUCT WITHIN THEIR REGION AND TRY TO ATTRACT CUSTOMERS .

3. THEY FORM CLOSE RELATIONSHIPS WITH CUSTOMERS.

PERSONAL SELLING

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1. IT IS CONCLUDED THAT FOR ANY COMPANY TO SURVIVE IN THE COMPETITION HAS TO USE EVERY TOOL OF PROMOTION MIX.

2. AFTER STUDYING COCA-COLA PROMOTION STRATEGY WE CAN SAY THAT IT IS EFFECTIVE AND EFFICIENT .

3. THAT IS WHY THE COCA – COLA IS THE MARKET LEADER AND ONE OF THE MOST VALUABLE BRANDS.

CONCLUSION

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THANK YOU