If you continue browsing the site, you agree to the use of cookies on this website. CELEB ENDORSEMENTS: Enhancing brand image or ruining it? By February 2010?). SWOT consists of examining the current activities of the organisation- its Strengths and Weakness- and then using this and external research data to set out the Opportunities and Threats that exist. You can change your ad preferences anytime. Esterl (2014) observes that the only way that the campaign was able to attain success was by putting the names of the customers on the Coca Cola bottles and cans. When referring to each and every product or service ever placed before the consumer i.e. ), noting the type of environment (MTS, ATO or MTO).Coca-Cola is an American multinational beverage corporation that was found on 1892 by Asa Candler and is a manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. See our Privacy Policy and User Agreement for details. Materials handling- this deals with physically handling the product and using machinery such as forklifts and conveyor belts. Coca-Cola on the other side has effects on the teeth which is an issue for health care. Psychological Factors: such as motivation, perception, lifestyle, personality and self concept, learning , and attitudes influence the consumers behaviour towards a product and Coca Cola has addressed this issue by introducing Diet Coke to satisfy different lifestyles. Nowadays, the Coca-Cola Company outstanding achievement is well recognized. Order Processing- Coca Cola cannot delay their processes for consumer deliveries (i.e. Marketing Planning Process: Coca Cola Introduction The original Coca-Cola Company was established in the US in 1886. Coca-Cola has repeatedly been ranked No.1 in soft drink all over the world. It’s product penetrated the marketplace. All in all, Coca-Cola Company IMC strategy is remarkable achievements, it record sales and revenue, brand awareness, recognize degree and position on the global market has become the top of the industrial chain. Coca Cola plan to further create positions that will give their products the greatest advantage in their target markets. For POS, we’re the most common form is a cooler with brand logo for in-store sales and ubiquitous vending machines with typical brand logo and theme. The rivalry between Pepsi and Coke has produce a very slow moving industry in which management must continuously respond to the changing attitudes and demands of their consumers or face losing market share to the competition. This problem has already been taken care of with convenient transport routes to commercial areas and transport already being arranged. For marketing of direct, the Coca Cola Company uses strategy of the exclusive, for example, it make some restaurants and cinemas to only sell their products, eliminate direct competition. Economic factors: such as Disposable income and discretionary income. It must also be efficient so as not to build inventory stocks and inventory prices. Specific, Measurable, Achievable, Realistic, and Timed. ii. This consists of examining market research, auditing business and current situation (situation analysis) and carefully scrutinising the soft drink industry and possibilities for Coca Cola in the market. Change ), T1 2016 MPK732 Marketing Management (Cluster B), http://www.wsj.com/articles/share-a-coke-credited-with-a-pop-in-sales-1411661519#:aLM90NsEGXwOIA, http://www.theguardian.com/media-network/media-network-blog/2013/jul/24/share-coke-teach-brands, http://www.adweek.com/news/advertising-branding/coca-colas-share-coke-campaign-grows-sales-first-time-10-years-160433, https://www.youtube.com/watch?v=2X8Bd3-G6IU, Blog Topic 6: Integrated Marketing Communications. 2015, Integrated marketing communications: Making it. Learn more. Coca Cola and Franklins both make soft drinks, although Franklins may try to compete they will still be seen as down market from Coca Cola. You can change your ad preferences anytime. What the Share a Coke campaign can teach other brands, The Guardian, [Online] Available at: http://www.theguardian.com/media-network/media-network-blog/2013/jul/24/share-coke-teach-brands. The target market for Coca cola is very wide as it satisfy’s the needs for many different consumers, ranging from the healthy diet consciousness through Diet Coke to the average human through its best selling drink regular Coke. 1. The standard product life cycle tends to have five phases: Development, Introduction, Growth, Maturity and Decline. Coca Cola also designed travelling kiosks with the goal of bringing the brand closer to the people, and encouraged them to get a unique and personalized name on the coke products (Joseph, 2011). INTEGRATED MARKETING COMMUNICATIONS TOOLS USED BY COCA -COLA, Coca Cola Case Study (NSAC - Boston University). When establishing a re-birthed marketing plan every aspect of the marketing plan must be critically examined and thoroughly researched. All objectives should be SMART i.e. But Coca Cola do offer a help line and complaint phone service for customers who are not satisfied with the product or wish to give feedback on the products. Physical Distribution Issues  Coca Cola needs to consider a number of issues relating to the physical distribution of its soft drink products. Now customize the name of a clipboard to store your clips. There are three tools Coca Cola should use to monitor the marketing plan. Because most of the target is most likely to be exposed to media such as television, radio and magazines, Coca Cola has used this as the main form of promotion for extensive range of products. Price strategies are important to Coca Cola because the price determines the amount of sales and profit per unit sold. Selecting the most appropriate distribution channel is important, as the choice will determine sales levels and costs. 1. ( Log Out /  The product’s image is loaded with over-romanticizing, and this is an image many people have taken deeply to heart. See our Privacy Policy and User Agreement for details. (2015). Branding  It is often hard to say exactly why we buy one company’s product over another. Joseph, K.O., 2011. On the other hand, direct store delivery is an important link in the value chain system. TABLE 12: IMC Items for Coca-Cola in Spain and Spain ..... 160 TABLE 13: IMC Items for Pepsi in Spain and Spain ..... 161 TABLE 14: IMC Items in Consumers of Sodas for Coca-Cola in Spain . As of this date, Scribd will manage your SlideShare account and any content you may have on SlideShare, and Scribd's General Terms of Use and Privacy Policy will apply. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Planning Process Of Coca Cola Profile of Coca-Cola Refreshments USA Briefly describe the line of business (product types etc. Learn more. Marketing Profitability Analysis This analysis looks at the cost side of marketing and the profitability of products, sales territories, market segments and sales people. Online games, the Coca-Cola Company Website content paid attention on the new products, cultural, social, sporting events and charity (Darakeva, 2013). Coca Cola customers are buying a wide range of soft drinks. To characterize the challenges of international strategic management 4. Businesses must think about products on three different levels, which are the core product, the actual product and the augmented product. According to Ang (2014), IMC refers to the communications strategy adopted by a firm to ensure that all brand contacts and interactions with the customer for the organization, the employees, products and services are relevant, appropriate and consistent over time. If the price is too low, the firm can lose money and go out of business.

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