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Integrated marketing communications and why is it becoming increasingly accepted
Integrated marketing communications and why is it becoming increasingly accepted
Integrated marketing communications and why is it becoming increasingly accepted
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Executive Summary
The Integrated Marketing Communication is certainly the best answer to the change caused by the development of the digital era. The touch points and the communication arrangements have increased in recent years. Therefore, a clear understanding of who the brand’s target audience is, where it is and how it can be reached, has become more than ever indispensable. The brand I will be working on in this project is Coca-Cola or simply Coke. With an IMC plan, I will be trying to improve the online presence of the brand.
Introduction
Coca-Cola is considered as a leader in producing soft drink in the world. It stands in the position of the most popular soft drink with a tremendous number of consumers promoting its growth. As of
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IMC Objectives
Integrated Marketing Communication is based on the knowledge of the target market to find the most coordinated use of various touch points with consumers. Because the need for integrated marketing communication has become very important with the development of the Internet in communication as this media has broken the traditional boundaries of the different marketing areas. Although the company already uses the advertising method, my focus in this paper will pretty much be how to improve Coca-Cola online presence.
Market
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After that the television was introduced and coke was able to advertise through that new system of communication. Linking a culture of fun and joy to the brand was the kind of advertisements coke developed for its television advertisement.
One of the ways for Coca-Cola to effectively capture the mass audience is through traditional TV advertising. The company marketers try to understand countries culture and beliefs and then make their TV advertisement with respect to each socio-cultural and ethnic background. After very few months a new commercial is launched with an attention grabbing slogan. Its advertisements are designed to address the different socio cultural and ethnic backgrounds.
• Internet
Coca Cola has also realized that online advertising and the usefulness of social media as a tool for advertising. With the increasing number of users of social media such as facebook, YouTube and twitter, coke has been advertised through this medium as well. As reported by Stratmann (2011) Coke Zone is one such example which involves online interaction with the consumers for the marketing
Catchy jingles are what persuades consumers to buy more and more products that they hear about every day. This concept has been around for years and the Coca-Cola Company is no stranger to it. Back in July of 1971, Coca-Cola released the commercial, “I’d like to Buy the World a Coke” that sent their customers into chaos with over 100,000 letters being sent to the company asking for more. This leaves many people asking: how did this one commercial have such an impact on the audience? And what did Coca-Cola use that drew so many people in? Here we will discover the method behind what is “I’d like to buy the World a Coke.”
A vast number of studies have made attempts to define the term Integrated Marketing Communications. One of the most succinct and widely accepted definitions of the IMC concept is that defined by the American Association of Advertising agencies. That is, "a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of variety of communications disciplines (for example, general advertising, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency a...
The increasing process of globalization, coupled with an organization seeking to satisfy the needs of consumers globally, contributes significantly in embracing technology in the marketing process. In addition the marketing strategies are inclined towards reaching not only the targeted segment, but also potential customer that can be captured based on the market forecast of the firm. Therefore, integrating various tools of communication as well as platform of reaching out to a wide range of audience has been embraced by corporate globally. Notably, effective communication is vital in the marketing process (Percy, 2008). On the other hand, reaching out to a wide range of customers or audience in the advertising process in significant important. From this perspective organization can utilize both effective communication and a contemporary platform to reach to a wide range of
Today’s business environment is highly dynamic and competitive. In order to become successful, companies must use advanced marketing techniques and branding strategies. The significance of Integrated Marketing Communication (IMC) is therefore, very critical. IMC sends out a single message through different media vehicles, which helps the company to target a wide variety of audience. According to Gerber (2008), Integrated Marketing Communication is the process of using a combination of different types of marketing communication to send the same message to consumers. The following report lays an IMC plan for N...
Several facts are changing in today’s marketing communications. More companies adopt the new concept of integrated marketing communications (IMC) to convey a consistent message about their brand and products. Hence, IMC has played a powerful role and developed into a useful strategy for company to reach more customers and build good customer relationships. According to Herstein et al. (2008), IMC is one of a successful strategy that coordinates and integrates all of marketing communication tools to efficiently and economically influence between an organization and its existing and potential customers. Moreover, marketers can combine IMC tools (advertising, sale promotion, personal selling, direct marketing and public relations) rather than separate practices to create values and avoid potential conflicts (Duncan & Everett, 1993). In fast food industry, fast food chains integrate advertising, sale promotion, sponsorship, packaging and Internet to promote their products as well as build brand image (Sperber, 2003; Story & French, 2004; Morrison, 2010). Advertising is most used form of communication and the most frequently utilized medium due to it easily contact the target market, especially on television advertising (Story & French, 2004; Case, 2007). In addition, simple toys and products are typically used by fast food chains in children’s meal to attract children and adolescents.
Coca-Cola was founded 125 years ago and has dominated the non-alcoholic beverage industry for a significant amount of time. It currently leads the industry in market share at around 40% and 1.9 billion servings are consumed each day around the world (Business Insider). The company is mainly known for their carbonated soft drinks, but they own around 500 brands of soft drinks, juices, bottled waters, sports drinks, and other types of drinks. Coca-Cola has a total of 17 brands that have individual revenues of over $1 billion including: Coca-Cola, Diet Coke, Powerade, Dasani, Fanta, and Minute Maid (Market Realist). Coca-Cola is served in over 200 countries across the world and can be enjoyed by all types of people; however, they are targeting
Polar Bears: This was a very old campaign held by coke, which consisted of very attractive polar bears enjoying a chilled, ice cold bottle of coke. They incorporate such adorable creatures in their commercials and make their advertisements very attractive. Phone Booth: Coke has had a remarkable growth due to this innovation, which actually was the creation of a phone booth that takes its bottle caps instead of taking coins to make calls from UAE. This allows a free 3 minute international call.
As technologies have exploded since a dozen of years, marketing firms have now a very close access to the customers. The way they communicate with potential customers has changed over the years and is still changing now. Internet, cell phones, social medias are all types of medias that the companies are forced to innovate. They have to adapt their strategies to the new reality. Indeed, a successful business is constantly updated on the new technologies and tries to integrate them into their marketing strategies.
Without a doubt, no beverage company compares to Coca-Cola’s social popularity or brand notoriety. Some people buy coke, not only because of its taste, but because it is also the most socially accepted brand. Another strength that is very important to Coca-Cola is customer loyalty. For instance, in a household where parents are avid Coke drinkers, this will be passed down to their children. Customers will continuously but Coke.
As the world 's largest manufacturer and distributor of non-alcoholic beverages, Coca-Cola is certainly no stranger to global marketing. Established in the US, Coca-Cola initiated its global expansion in 1919 and now markets to more than 200 countries worldwide. It is one of the most recognizable brands on the planet and also owns a large portfolio of other soft drink brands including Schweppes, Oasis, 5 alive, Kea Oar, Fanta, Lilt, Dr Pepper, Sprite and PowerAde. Despite this, Coca-Cola often struggles to maintain its market share over its main rival PepsiCo in some overseas markets, particularly Asian countries.
Coca Cola is the number one nonalcoholic beverage company and it is also the world's most recognizable brand. This company is the home for five other top drinks as well which are coke, diet coke, fanta and sprite. Having the world’s largest distribution system and selling to more than 200 countries worldwide, these soft drinks combined are All of these combined are worth in excess of 16 billion dollars.
Growth and Adoption of Integrated Marketing Communications. Integrated marketing communications or IMC is a development that began in the 80’s as a way of encompassing all internal and external communications in an organisation. This process meant that all aspects of marketing communication were now able to work under one umbrella as a unified system where everyone communicated with each other instead of working in an isolated manner. Although IMC has its roots in the 1980’s, it’s not until the 1990’s when the marketing process started changing, new technologies came into the marketplace and integration came into fruition more deeply. This essay is going to describe the changes in the marketplace that made it necessary and gave way to the adoption of IMC, as well as the problems and different levels of adoption that led to the growth of IMC in the marketplace.
The integrated marketing communications IMC were developed during 1980’s which are many companies are looking for strategy to integrate their promotional tools. As we know, in previous year, many companies use mass-media advertising to promote their product. As marketers embraced the concept of integrated marketing communication, they begin asking their ad agencies to coordinate the promotional tools. The goal of this concept is to build the brands with ensure that they give customers a consistent message about the companies or brand and also to create and sustain relationships between companies or brands and their customers.
Coca - Cola : Claims, Values and Polices Coca-Cola is a well-known and cherished brand name. When people think of this name, memories tend to overflow in their heads. Why do you need to be a member? Because, not only does Coke taste great and refresh your own personal memories, it also fills you with memories of the Coca-Cola like "Always Coca-Cola", the antics of the Coke polar bears, and all of the different ads that have represented Coke over the years. Just about every ad you see, as a consumer, has tons of hidden meanings.
"Coke" is the second most recognized word throughout the whole world right after the word “Ok”. Take a moment and realize what this means. Almost everyone in the whole world knows what a Coke is and relate it to the Coca-Cola Company. The Coca-cola Company was founded in 1886. This is the same year the Coca-Cola soda was invented. I've seen people drinking this soda all my life and throughout my own life I have taken up this action as well. Coca-Cola has become very popular over the decades and has even stayed very well known the whole time. Why is that? Maybe it is because of their advertisements. This Coca-Cola advertisement expresses happiness with a Coke to persuade and even manipulate its audience with natural and pure imagery, includes