Marketing communication strategy of Coca Cola.pptx

Its a presentation as pat of MBA programme. (Integrated marketing communication course)

1. MARKETING COMMUNICATION STRATEGY OF COCA-COLA MUHAMMed jalal

2. Coca-Cola Coca-Cola company is the worlds largest non alcoholic beverage company. With more than 400 brands, there are nearly 2500 beverage products. Operations in more than 200 countries According to business insider, approximately 94% of the world population is aware of red and white logo of coca cola

3. HISTORY Invented by John stith Pemberton in 1886 in Atlanta, Georgia. The coca cola formula and brand was bought in 1889 by Asa Candler who incorporated the coca cola company in 1892. Within 4 years, his merchandising flair helped expansion of consumption of coca cola to every state and territory. Coca cola company started operating in India in 1950. However in 1977 they withdrew operations and on 1993 they decided to Re enter the market

4. Geographic Segmentation Regions or country wise: North America, Middle east, Asian countries, Europe, Pacific countries Density: Urban, Sub urban Climate : Hot, Summer City / Metro : Small, Medium, Large

5. Demographic Segmentation Age: 12- 19, 20- 35 Gender : All Income : Middle level Generation : Young Family type: All Occupation : All

6. Psychographic Segmentation Social Class: Middle class Upper middle class Life style: Busy Life style

7. Evolution of Tagline Throughout the years, the slogans used in advertising for Coca-Cola have reflected not only the brand, but the times. Slogans provide a simple, direct way to communicate about Coca-Cola The 1906 slogan, "The Great National Temperance Beverage," reflects a time when the society in the United States was veering away from alcoholic beverages, and Coca-Cola provided a nice alternative. Other slogans have concerned the sales figures, such as "Three Million a Day" from 1917 or "Six Million a Day" from 1925 by 1986, two slogans were used to differentiate the brands, with "Red, White & You" for Coca-Cola classic and "Catch the Wave" for Coca-Cola. Some advertisements themselves rise to the level of memorable slogans. The 1971 "Hilltop" ad featured a song with the words "I'd Like to Buy the World a Coke." that lyrics are considered as slogan to many.

8. Evolution of Tagline

9. Evolution of Tagline Latest (2021) Tagline is : “ The Real magic” Real Magic marks the first new global brand platform for Coca-Cola. and is being launched alongside a refreshed visual identity for Coca-Cola, as well as a new perspective on the Coca-Cola logo that will feature across Coca-Cola marketing. Coca-Cola is collaborating with artists, photographers and illustrators to bring the concept of Real Magic to life through the embrace of new ‘Hug logo’.

10. Communication Strategy

11. Types of Media used to Promote Coca-Cola Various types of media are used to advertise the Coca-Cola brand in general, and Coca-Cola drink in particular Media used to advertise coca cola can be divided into , published media and visual/aural media. Published media includes newspapers, magazines, trade and professional press, and the internet. Visual and aural media includes television, radio, cinema, posters, billboards, and direct mailing.

12. Published Media

13. Published Media Newspapers are one of the most popular forms of media advertising that is widely used by Coca-Cola. Coca-Cola Company is one of the companies that has starred media advertisement in its earlier stages, and by now the company has been engaged in media advertising for more than 100 years.

14. Published Media Magazines are widely used at a global level to advertise Coca-Cola. The magazines are chosen according to their readability by the target customer segment of the company. These advertisements usually occupy an entire page of the magazine to maximise the positive impact of the marketing initiatives. Internet is another platform where the various forms of Coca-Cola advertisements are placed. Specifically, the brand’s online advertisement is undertaken through the extensive use of banners, pop-up ads, on-site sponsorships and various other forms of online advertisements in thousands of websites around the globe. There are also various forums and websites dedicated to Coca-Cola fans, where users can share their stories involving Coca-Cola.

15. Visual and Aural Media

16. Visual and Aural Media Coca-Cola has been advertised through television in many countries. Coca-Cola features different ads in different countries. These ads are prepared considering the local culture to avoid any misunderstandings due to the differences in the culture of different countries. Coca-Cola radio advertisement usually lasts only a few seconds, but is considered to be efficient in terms of increasing brand awareness and customer loyalty.

17. Visual and Aural Media Posters and billboards are also widely used as an integral part of the Coca-Cola media promotion. The billboards are usually placed at the city centres and highways around the globe as well as some parts of the rural areas. Posters, on the other hand, are normally displayed at the public transports, shops and restaurants. Coca-Cola is also advertised in cinema and this is undertaken in two ways. Firstly, Coca-Cola video advertisements are played in cinemas before the movie starts. Secondly, Coca-Cola is advertised through product placement in movies, wherein the drink is featured somewhere during the movie and the efficiency of the product placement is maximised by showing the drink being consumed by the lead role.

18. Campaigns in India

19. Campaigns in India Some of the successful campaigns of coca cola in India. The Coca Cola 1998 Cup Jo Chaaho Ho Jaaye , Coca Cola Enjoy Thanda Matlab Coca Cola Sabka Thanda Ek Open Happiness

20. Conclusion Coca-Cola advertisement campaigns are launched to achieve specific objectives. The company’s main objective is profit maximization and these advertisement campaigns contribute to the achievement of this objective in several ways. Creating awareness of the company and its products. Informing and educating consumers and buyers. Encouraging a liking for the company’s products over those of the competitors'. Encouraging product trial among potential new customers. Increasing short-term sales by the means of stimulating action. Reassuring customers and reinforcing their particular desirable buying behaviour. Generating information from customers. Creating sales lead.

21. THANK YOU