Comprehensive Project_Himanshu Harbola

8/13/2019 Comprehensive Project_Himanshu Harbola

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STUDYING THE INTEGRATED MARKETING COMMUNICATION STRATEGIES OF COCA COLA

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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 ChauhanAssociate Professor

Centre for Management StudiesJamia Millia Islamia, New Delhi-110025


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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: 20 th March , 2013

Place: New Delhi Himanshu Harbola


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ACKNOWLEDGEMENTS

I would like to express my heartfelt thanks to my faculty guide, Dr.

Kavita Chauhan, for guiding me through this project and for his insightful

suggestions and advices. I would also like to thank all those who, directly

as well as indirectly, helped me to achieve my aims and objectives for

this duration for completion of my project.

My thanks and gratitude also goes out to the unmentioned, but not

unimportant people, who helped me with their advice and support.

Dated: 20 th March, 2013

Place: New Delhi Himanshu Harbola


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CONTENTS

DESCRIPTION P AGE NO

Cover page 1

Declaration 2

Certificate 3

Acknowledgments 4

Contents 5

Objectives of study 6

1) Introduction of Study 7-21

1.1) Why IMC

1.2) Barriers to IMC

1.3) Communication Theory

1.4) Evolution of IMC in India

1.5) Key challenges to IMC in India

2) Focus points of the report 22-44

2.1) Company profile

2.2) Promotional mix of Coca Cola

2.3) Advertising

2.4) Direct marketing

2.5) Interactive/Internet marketing

2.6) Sales promotion

2.7) Publicity/Public relations2.8) Personal selling

3) Survey/Fieldwork for the project 45-59

4) Conclusion 60

5) Recommendations 61

6) Bibliography 62


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Objectives of the study

To study the gradual evolution of Integrated MarketingCommunication in India

To study the role of IMC in enhancing the bottom-line of theorganisation and overall sales revenue

To gauge consumer perception and success of IMC

To understand the IMC measures undertaken by Coca Cola Indialtd and identify the success factors


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INTRODUCTION OF STUDY

Integrated Marketing Communication (IMC) is an approach to brandcommunications 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 brands core message. Its goal is to

make all aspects of marketing communication such as advertising, sales

promotion, public relations, direct marketing, personal selling, online

communications and social media work together as a unified force, rather

than permitting each to work in isolation, which maximizes their cost

effectiveness.

At its most basic level, Integrated Marketing Communications, or IMC,

as we'll call it, means integrating all the promotional tools, so that they

work together in harmony. This is enhanced when integration goes

beyond just the basic communications tools. There are other levels of

integration such as Horizontal, Vertical, Internal, External and Data

integration. Horizontal Integration occurs across the marketing mix and

across business functions - for example, production, finance, distribution

and communications should work together and be conscious that their

decisions and actions send messages to customers. While different

departments such as sales, direct mail and advertising can help each other

through Data Integration. This requires a marketing information system

which collects and shares relevant data across different departments.

Vertical Integration means marketing and communications objectives

must support the higher level corporate objectives and corporate

missions. Check out the Hall Of Fame later for more about missions.

Meanwhile Internal Integration requires internal marketing - keeping all

staff informed and motivated about any new developments from new


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advertisements, to new corporate identities, new service standards, new

strategic partners and so on. External Integration, on the other hand,

requires external partners such as advertising and PR agencies to work

closely together to deliver a single seamless solution - a cohesive

message - an integrated message.

Horizontal integration

Vertical integration

Internal integration

External integration

Data integration


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WHY IMC?

Although Integrated Marketing Communications requires a lot of effort it

delivers many benefits. It can create competitive advantage, boost sales

and profits, while saving money, time and stress. IMC wraps

communications around customers and helps them move through the

various stages of the buying process. The organisation simultaneously

consolidates its image, develops a dialogue and nurtures its relationship

with customers. 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.

IMC also increases profits through increased effectiveness. At its most

basic level, a unified message has more impact than a disjointed myriad

of messages. In a busy world, a consistent, 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. At another level, initial research suggests that images shared inadvertising and direct mail boost both advertising awareness and mail

shot responses. So IMC can boost sales by stretching messages across

several communications tools to create more avenues for customers to

become aware, aroused, and ultimately, to make a purchase


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Carefully linked messages also help buyers by giving timely reminders,

updated information and special offers which, when presented in a

planned sequence, help them move comfortably through the stages oftheir buying process... and this reduces their 'misery of choice' in a

complex and busy world. IMC also makes messages more consistent and

therefore more credible. This reduces risk in the mind of the buyer which,

in turn, shortens the search process and helps to dictate the outcome of

brand comparisons.

Un-integrated communications send disjointed messages which dilute the

impact of the message. This may also confuse, frustrate and arouse

anxiety in customers. On the other hand, integrated communications

present a reassuring sense of order. Consistent images and relevant,

useful, messages help nurture long term relationships with customers.Here, customer databases can identify precisely which customers need

what information when... and throughout their whole buying life.

Finally, IMC saves money as it eliminates duplication in areas such as

graphics and photography since they can be shared and used in say,

advertising, exhibitions and sales literature. Agency fees are reduced by

using a single agency for all communications and even if there are several

agencies, time is saved when meetings bring all the agencies together -

for briefings, creative sessions, tactical or strategic planning. This reduces

workload and subsequent stress levels - one of the many benefits of IMC.


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idea generated by, say, a PR or a direct marketing consultant. IMC can

restrict creativity. No more wild and wacky sales promotions unless they

fit into the overall marketing communications strategy. The joy oframpant creativity may be stifled, but the creative challenge may be

greater and ultimately more satisfying when operating within a tighter,

integrated, creative brief.

Add different time scales into a creative brief and you'll see Time

Horizons provide one more barrier to IMC. For example, image

advertising, designed to nurture the brand over the longer term, may

conflict with shorter term advertising or sales promotions designed to

boost quarterly sales. However the two objectives can be accommodated

within an overall IMC if carefully planned.

But this kind of planning is not common. A survey in 1995, revealed that

most managers lack expertise in IMC. But its not just managers, but also

agencies. There is a proliferation of single discipline agencies. There

appear to be very few people who have real experience of all the

marketing communications disciplines. This lack of know how is then

compounded by a lack of commitment.


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other. Add in 'encode, decode, noise and feedback' and the process

appears more complex still.

Understanding multiphase communications helps marketers communicate

directly through mass media and indirectly through targeting opinion

leaders, opinion formers, style leaders, innovators, and other influential

people.

How messages are selected and processed within the minds of the target

market is a vast and complex question. Although it is over seventy years

old, rather simplistic and too hierarchical, a message model, like AIDA,

attempts to map the mental processes through which a buyer passes en

route to making a purchase.

There are many other models that attempt to identify each stage. In reality

the process is not always a linear sequence. Buyers often loop backwards

at various stages perhaps for more information. There are other much

more complex models that attempt to map the inner workings of the

mind.

In reality, marketers have to select communications tools that are most

suitable for the stage which the target audience has reached. For example,

advertising may be very good at raising awareness or developing interest,

while free samples and sales promotions may be the way to generate trial.


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This is just a glimpse into some of the theory. Serious marketers read a

lot more.

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,

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


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Developing Effective Communication

Step 1: Identifying the Target Audience

Affects decisions related to what, how, when, and where message will be

said, 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, pride, joy, humor, fear, guilt, shame

Moral appeals


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Step 4: Choosing Media

Personal communication channels

Includes face-to-face, phone, mail, and Internet chat

communications

Word-of-mouth influence is often critical

Buzz marketing cultivates opinion leaders

Nonpersonal communication channels

Includes media, atmosphere, 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, recall, and behavioral measures are assessed

May suggest changes in product/promotion


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The idea of IMC still manifests itself in a variety of local and situational

ways, both for academics who study it and for managers who apply it in

real world and real time situations. Keeping in perspective a pertinentanalogy of Think globally, act locally with the concept of IMC, it is

pertinent to examine the theories of culture and sub-culture, demographic,

social class, and groups influences, with reference to India.

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. In a protected economy, the companies had

faced restricted competition and consequently did not realise the

importance of targeted and more focused marketing. IMC is a major

strategic concept that is as evolutionary and discursive in its concept as

other marketing and management tools. There is a strong need to explorethe concept and phenomena of IMC directly in the real world of

communication. Communication is the basis of all marketing activities.

The purpose of integrated marketing communications strategy is to work

toward the common goal of customer focused marketing.


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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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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 beveragesto 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 Companys 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 Companys other still beverages include glaceau vitaminwater and

Fuze. The Companys 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

Companys waters include Ciel, Dasani, Ice Dew, Bonaqua / Bonaqa and

Kinley.


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SWOT ANALYSIS

SWOT analysis is an important measure that is adopted by anorganisation to do strategic planning. SWOT examines the actions of the

organisation, its strengths, weaknesses, opportunities and threats. 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. Identification ofSWOTs is important because they can inform later steps in planning to

achieve the objective.

STRENGTHS

Worlds leading brand

Operates on a large scale

Growth in revenues

WEAKNESS

Negative effect of publicity

Health issues


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OPPORTUNITIES

Acquisitions

Growing demand of bottled water

Non-carbonate drinks market

THREATS

Dependence in bottler partners

Issues around the world

COLA- war


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COCA COLA IN INDIA

In India, the Coca-Cola system comprises of a wholly owned subsidiaryof The Coca-Cola Company namely Coca-Cola India Pvt Ltd which

manufactures and sells concentrate and beverage bases and powdered

beverage mixes, a Company-owned bottling entity, namely, Hindustan

Coca-Cola Beverages Pvt Ltd; thirteen authorized bottling partners of

The Coca-Cola Company, who are authorized to prepare, package, sell

and distribute beverages under certain specified trademarks of The Coca-Cola Company; and an extensive distribution system comprising of our

customers, distributors and retailers. 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. These

authorized bottlers independently develop local markets and distribute

beverages to grocers, small retailers, supermarkets, restaurants and

numerous other businesses. In turn, these customers make our beverages

available to consumers across India. In India, additionally, the Company

also sells certain powdered beverage mixes such as Vitingo and Fanta

Fun Taste.

BRIEF TIMELINE1950 Coca-Cola bottling plant opens in New Delhi1958 Concentrate plant opens in India1973 22 bottling plants operate in 13 states1977 Coca-Cola and 38 other companies refuse to dilute stake, formally

withdraws from Country in 19781992 Re-enters India


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CORPORATE GOVERNANCE

(a) The Code of Business Conduct outlines expectations for employeesto comply with the law and act ethically in all matters. The Code remains

applicable to all employees of The Coca-Cola Company and its majority-

owned subsidiaries.

(b) Anti-Bribery Policy: The Coca-Cola Company and its subsidiaries

are committed to doing business with integrity. This means avoidingcorruption of all kinds, including bribery of government officials. The

Company is a signatory to the United Nations Global Compact, by which

it is committed to work against corruption and bribery around the world.

In addition, the Company also has incorporated a prohibition against

bribery into its Code of Business Conduct. This anti-bribery policy

provides compliance requirements to prevent improper payments and toensure accurate reporting of permissible payments under all applicable

anti-bribery laws.

(c) The Code of Business Conduct for Suppliers seeks to extend and

clarify similar ethical expectations to our suppliers. The Supplier Code

became effective in February 2008. Both the Code of Business Conduct

and the Supplier Code highlight the ethics line reporting service, through

which individuals can confidentially ask questions or report concerns to

an independent administering party.


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RESPONSIBLE MARKETING INITIATIVE

The company has long been a leader in the area of responsible marketing, particularly with regard to marketing in media that may be seen or heard

by children under age 12. 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 childrens programming. In addition, the company does

not directly market in primary schools. In 2010, Coca Cola evolved theirglobal Responsible Marketing Policy and redefined the appropriate

audience threshold for what constitutes childrens programming. They

shifted the threshold for childrens 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. This implies that

the company will not buy advertising directly targeted at audiences that

are more than 35 percent children younger than 12. The policy applies to

all the beverages and the media outlets used, including television, radio,

print, internet and mobile phones.


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Analysis of Images and Words used in Coca-Cola Advertising and Their Appeal

Coca Cola marketing campaign materials have been devised according tothe messages they aim to convey, and images, words and sounds

featuring within them have been perfected by marketing professionals in

order to serve the same purpose.

Messages sent through images, words and audio materials promoting

Coca Cola can be classified into three categories: Coca Cola helps to bestsatisfy the thirst, drinking Coca Cola is stylish, and drinking Coca Cola is

part of a lifestyle.

Marketing initiatives, words, images, 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 Colais consumed by millions of people per day. However, a range of scientists

as well as marketing authors such as Bsonera, cast a doubt about the

ability of Coca Cola to satisfy the thirst efficiently, and argue that thirst

for Coca Cola has been created by company marketing professionals in

the first place.


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OBJECTIVES OF COCA COLA CAMPAIGN

Coca Cola advertisement campaigns have been launched in order toachieve specific objectives. It is clear that the main objective of Coca

Cola Company as a business entity is profit maximisation, and all of the

efforts of the company are directed to the achievement of this primary

objective. However, Coca Cola advertisement campaigns contribute to

the achievement of the primary objective of profit maximisation in

several ways.

Each of the objectives of the campaign can be analysed in order to

identify if Coca-Cola marketing campaigns are aiming to achieve them.

Firstly, creating awareness of the company and its products. This

specific marketing objective is pursued by Coca Cola Company as asecondary objective. This is because the company already has a high level

of brand recognition and its limited range of products is widely well-

known within the countries the company is operating.

Secondly, 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, such as nutritional

aspects and health benefits that could be communicated to the potential

and existing customers.


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Thirdly, encouraging a liking for the companys products over those

of the competitors of the company. This is one of the main objectives

Coca Cola marketing campaigns aim to achieve. Global market of

beverage products is highly competitive, and of the main strategies

adopted by Coca Cola Company involves engaging in intensive

marketing initiatives.

Fourthly, encouraging product trial among potential new customers.

This form of marketing objective is pursued by Coca Cola very

occasionally and only in new markets the company is entering.

Fifthly, increasing short-term sales by the means of stimulating

action. This specific marketing objective is often pursued by Coke.

Accordingly, seasonal and other sales are often introduced in major

supermarkets, and relevant information is communicated to the potential

and existing customers.

Sixthly, reassuring customers and reinforcing their particular

desirable buying behaviour. 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.

Seventhly, generating information from customers. 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.


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Eighthly, creating sales lead. The marketing objective of creating sales

lead is popular with the types of businesses that operate with the push

strategy, i.e. the companies that direct their marketing initiatives mainly

to the distributors and wholesalers, not the final consumers.


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The Promotional Mix: Tools Of IMC


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ADVERTISING

Advertising is defined as any paid form of non personal communicationabout an organization, product, service, or idea by an identified sponsor.

Coca Cola uses the concept of aggressive advertising to promote its

products. Thus advertising is the most important marketing tool for the

company as it has to cater mass consumer markets. They mainly does

national advertising. Company introduces different themes and concepts

to sell their product and advertises mainly in electronic media and out ofhome advertising. These advertisements build brand image and create

awareness.

Big names of Indian film industry mainly become the brand ambassadors

of the Company.

Throughout the years, the slogans of the Coca Cola have beenmemorable.

For E.g.

Thanda Matlab Cola-Cola

Jo chaho ho jae Cola-Cola enjoy

Coca-Cola-Piyo sir utha ke

Brrrrrrr!!!


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MEDIUMS OF ADVERTISING

Coca Cola has created a niche for itself in the advertising world byconjuring innovative ideas and models to increase its visibility and add

value to its services. It has, over the years, used various mediums to reach

to customers and ensure high revenues.

The mediums of advertising used by Coca-Cola are:

Print media:

They print media for advertisement. Although very rare, 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. It also includes:

Vizi cooler

Freezers

Display racks


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T.V COMMERCIALS

Coca Cola has very intelligently used television as a medium to reach outto its customers across the globe. It is a well known fact that today, TV is

the most common entertaining medium available to the customers.

Hence, TV commercials are one of the most attractive way of doing

advertisement and selling a product. Coca Cola has also realized this fact

and over the years, come with some of the most memorable television ads

on Tv.

The company focuses on both the urban as well as the rural India with its

advertisements. It chooses its brand ambassadors with care and ensure

that the celebrities connect with the audience.

In the summer of 2011, Coca-Cola introduced the new Brrrrr!! Ad andfeatured Imran Khan as the brand ambassador.


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OUTDOOR ADVERTISING

Coca cola is very much conscious about their billboards and hoardings.

They have so many sites in different locations for their billboards.

Billboards are usually found at cross roads, buildings, shops.

Also in India the Coca-cola can be seen painted on walls, bus stands,

dhabas etc focusing in rural areas if India.


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DIRECT MARKETING

Coca Cola uses direct marketing in many ways. First, the company partners with various restaurants, movie theaters, etc. to carry its product.

This way, when a customer orders a drink, the only brand they are offered

is Coke, which forces them to buy a drink from that brand. By

doing this, Coca Cola forces out other competition, and keeps the

restaurants,

or other businesses, purchasing their product over and over again.Eg. Mc Donalds.

According to mobilemarketingmagazine.com, Coca Cola uses mobile

graphics and texts to appeal to markets on a more personal level.

Coca Cola also sponsors various sporting events in India and around theworld in events like Cricket, Football, and Motor Racing etc.


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INTERACTIVE/INTERNET MARKETING

Coca Cola uses the internet to promote its products. The company has its

own website, which is quite simple to navigate through. The website

allows customers to become interactive through various games, contests,

shopping and through a special section of the website that enables

consumers to find out how they can help their community.

Also in the modern era of communication and networking, the company

uses various social networking sites like Facebook, YouTube, Twitter to

connect with the consumers.The internet marketing thus helps to reach to those consumers who cant

afford to spend time on T.V and are always online.


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SALES PROMOTION

A sales promotion is an activity that is implemented to boost the sales of

a product or service temporarily. Coca Cola does sales promotion in two

ways to quickly increase sales.

1. Consumer - Oriented sales promotion:

Getting Shelves

Eye Catching Position

Under The Crown Scheme

2. Trade - Oriented sales promotion:

Discounts to retailers and stores

Return back allowances

Merchandising assets

Free goods or free tours


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PUBLICITY/PUBLIC RELATIONS

Publicity refers to non personal communications regarding anorganization, product, service or idea not directly paid or run under

identified sponsorship. Today, the company can still use word of mouth

advantage. For instance, when Coca Cola produces a new product, 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. This

creates a positive buzz around the product and leads to positive word ofmouth publicity. This will cause others to purchase the

product, and in-turn increase sales.

Public relations i s defined as the management function which evaluates

public attitudes, identifies the policies and procedures of an individual

and organization with public interest, and executes a program of action to

earn public understanding and acceptance.

Coca-Cola can address law suits, rumours, stories, new products, and

activities. There is also a section of the website devoted to investors.

Here, current, or future, investors can access financial statements and up-

to-the-minute stock information.


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CORPORATE SOCIAL RESPONSIBILITY

Coca Cola India is also undertaking some projects as a part of their socialcause and part of the corporate social responsibility. The company

supports My School campaign along with NDTV has Sachin Tendulkar

as the brand ambassador.

The project Unnati focuses on more yield of mangoes to farmers.

Coca Cola also Sponsors events in cricket and music and the latest

example is MTV Coca Cola Studio, which has gained immense

popularity.


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PERSONAL SELLING

Coca Cola has many salespeople, who are individuals representing the

company to communicate, sell, service, and build relationships with

customers. These salespeople promote their product to different

customers within their regions, and once they sustain a customer, they

sell their products to them and service them many times per week.

These individuals form close relationships with the customers in order to

continue business with them. Thus though minimum, the company also

has many sales people for personal selling.


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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


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3). 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, Hauz Khas, New Delhi

SAMPLE SIZE:

The sample size was 50.


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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 achoice?

Yes No Sometimes

3) Do you prefer Coke over other aerated drinks while making a purchase?

Yes No Sometimes


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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 afavourable impact on your purchase decision?

Yes No Sometimes

6) Do you think that Coca Cola has the most impactfulmarketing communication strategy?

Yes No Cant say

7) On a scale of 1 to 10 how would you rate Cokes marketingcommunication for its line of products?

0-5 5-8 >8


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8) Does innovative advertising/marketing compel you to try outnew 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


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ANALYSIS/DATA INTERPRETATION

The result shows that a sizeable population consumes softdrinks/beverages on a regular basis and hence there is tremendous

potential in the segment.

14%

42%

32%

12%

1) Do you consume softdrinks/beverages on a regular basis?

Daily Once a week Monthly Very Occasionally


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Majority of the respondents said that advertisements have an influence ontheir purchasing choices.

46%

24%

30%

2) Are you influenced by the TV/Printads while making a choice?

Yes No Sometimes


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Majority of the respondents replied in the affirmative when askedwhether they prefer Coke over other brands, thus reiterating itscommanding position in the market.

34%

26%

40%

3) Do you prefer Coke over otheraerated drinks while making a

purchase?

Yes No Sometimes


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An overwhelming majority of respondents could not recall all the brandsof Coca Cola. Coca Cola has thus, successfully managed to create sub

brands apart from Coke.

10%

74%

16%

4) Can u recall all the Coca Colaproducts/brands while purchasing?

Yes No Some of them


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Half of the respondents were unsure about the marketing communicationstrategy of Coca Cola. However, a significant number of respondentsreplied in the affirmative about Coca Cola having the most impactfulstrategy.

36%

14%

50%

6) Do you think that Coca Cola has themost impactful marketing

communication strategy?Yes No Can't Say


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An overwhelming majority rated Coca Cola s marketing strategy aboveaverage/good, while a small percentage felt that it was below par.

12%

70%

18%

7) On a scale of 1 to 10 how would yourate Coca Colas marketing

communication for its line of products?0-5 5-8 >8


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9) Rate the influencing factors for TV ads:

Majority of the respondents agreed that entertainment and innovation arethe major influencing factors for successful marketing.

0

10

20

30

40

50

60

Chart Title

Disagree

Agree

Strongly Agree


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10) Product attribute ratings:

An overwhelming majority of the respondents rated quality, taste andvalue for money as the most important product attributes. Hence, apart

from clever marketing communication, product quality holds utmost prominence.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Taste Brand Value for money Quality Price

5

4

3

2

1


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CONCLUSIONS

For any company to reach the peak in todays competitive era, it needs toincorporate each and every component of the promotional mix.

Coca-Cola has reached the pinnacle owing to an efficient and dynamicmarketing communication strategy.

Integrated Marketing Communication strategy encompasses the entiregamut of the promotional mix along with effective communication.

Coca Cola has effectively managed to capture peoples attention bymarketing the brand and sub brands in line with peoples aspirations.

The market survey also concludes that Coca Cola has managed to standout from the crowd in advertising and managed a loyal consumer base.


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BIBLIOGRAPHY

BOOKS

Marketing Management by Kotler, Keller, Koshy and Jha 13 th Edition

Integrated Marketing Communications, 2e by David Pickton andAmanda Broderick

Advertising and Promotion- An integrated marketingcommunications perspective by Belch and Belch

WEBSITES

http://www.multimediamarketing.com/mkc/marketingcommunications/

http://www.thecoca-colacompany.com http://www.coca-colacompany.com/our-company/ http://www.managementstudyguide.com/integrated-marketing-

communications.htm http://www.1to1media.com/view.aspx?itemid=31026
http://www.multimediamarketing.com/mkc/marketingcommunications/http://www.multimediamarketing.com/mkc/marketingcommunications/http://www.multimediamarketing.com/mkc/marketingcommunications/http://www.multimediamarketing.com/mkc/marketingcommunications/http://www.multimediamarketing.com/mkc/marketingcommunications/http://www.thecoca-colacompany.com/http://www.thecoca-colacompany.com/http://www.coca-colacompany.com/our-company/http://www.coca-colacompany.com/our-company/http://www.managementstudyguide.com/integrated-marketing-communications.htmhttp://www.managementstudyguide.com/integrated-marketing-communications.htmhttp://www.managementstudyguide.com/integrated-marketing-communications.htmhttp://www.managementstudyguide.com/integrated-marketing-communications.htmhttp://www.managementstudyguide.com/integrated-marketing-communications.htmhttp://www.1to1media.com/view.aspx?itemid=31026http://www.1to1media.com/view.aspx?itemid=31026http://www.1to1media.com/view.aspx?itemid=31026http://www.managementstudyguide.com/integrated-marketing-communications.htmhttp://www.managementstudyguide.com/integrated-marketing-communications.htmhttp://www.coca-colacompany.com/our-company/http://www.thecoca-colacompany.com/http://www.multimediamarketing.com/mkc/marketingcommunications/http://www.multimediamarketing.com/mkc/marketingcommunications/

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Comprehensive Project_Himanshu Harbola