Coca – cola imc mix and media choices
Integrated Marketing Communication And Media Choices Marketing Essay
This report has been prepared with a specific purpose in mind which it will tell about the objective of this study. It means what is the purpose or what can we learn from this study. So, one of the objectives is to understand the integrated marketing communication. When it comes to introduction, the report provides a brief history of Coca – Cola which it tells there how the journey of the company when it started. After the short history of company, the report shows an introduction regarding the new product of Coca – ColaNext, the report will move to the main issue which is needed to critically evaluate the company with related by applying the theory for each of it. In the situational analysis, it will categorize in two parts which is the first part is internal factors and second part is external factors. In the sales campaign analysis, it will clearly state about the objective of the new product by using DAGMAR theory. In the communication mix section, it listed down the main point that will be use by Coca – Cola Company which is four. The four communication mix that has been applied to the company is advertising, sales promotion, public relations and direct marketing. Each point of communications mix is provided by the technique to apply and why the reason company chooses for its media choices. Last but not least, the report is providing a references and appendix
TABLE OF CONTENT
NO.
TITLE
PAGE
1.0
1.1
HISTORY OF COCA – COLA COMPANY
INTRODUCTION OF NEW PRODUCT
2.0
SITUATIONAL ANALYSIS
A) INTERNAL FACTORSB) EXTERNAL FACTORS
3.0
SALES / CAMPAIGN OBJECTIVE
4.0
CREATIVE STRATEGY
5.0
5.1
5.2
5.3
5.4
INTEGRATED MARKETING COMMUNICATION AND MEDIA CHOICES
PUBLIC RELATIONS
ADVERTISING
SALES PROMOTION
DIRECT MARKETING
WEBSITESOCIAL NETWORKING
6.0
SYNERGY BETWEEN MEDIA AND SCHEDULING
7.0
BUDGET ALLOCATION
8.0
REFERENCES
9.0
APPENDIX
1.0 HISTORY OF COCA – COLA COMPANY
Accoding to Izinn, the Coca Cola history extends back to 1885, when John Pemberton invented the original recipe for a new Cocawine. He named it Pemberton’s French Wine Coca, which was believed to be inspired by Vin Mariani, a popular Cocawine invented by Angelo Mariani. Pemberton developed Coca-Cola, a non-alcoholic version of his original Cocawine, when Fulton County passed prohibition legislation. Carbonated water was added later by accident when Pemberton was mixing drinks for a friend and incidentally included it. His friends loved the new taste, so he altered the original formula to incorporate it.In Pemberton’s original formula, he added five ounces of coca leaf (cocaine) per gallon of syrup. Candler claimed that he altered the formula and only added a tenth of the amount. Coca Cola once contained an estimate of nine milligrams of cocaine per glass. It wasn’t until 1903 that it was removed from the drink altogether, replacing it with coca flavoring.”New Coke” came out in 1985 after Coca-Cola attempted to change the original formula. Most consumers preferred the taste of the original Coca-Cola, and many of them purchasing the product until the company switched back to the original formula. It was renamed Coca Cola Classic to show consumers that the drink had changed back to its original formula. (Izinn, 2007)
1.1 INTRODUCTION OF NEW PRODUCT
2.0 SITUATIONAL ANALYSIS
INTERNAL FACTORS
STRENGTHS
WEAKNESSES
EXTERNAL FACTORS
OPPORTUNITIES AND THREATS
Macro-environmental that influences IMC plan
Political: As a new brand the company will follow all the government policies like tax policy, labor law, environmental law, trade restrictions and tariffs.Economical: it will follow all the economic policies of its parent company.Social: Food and beverage business in Malaysian country can be critical sometimes because of the halal. So Coca-Cola will create the image of 100% halal with true statistic and it would not contain any ingredients that can hurt any other religious values as well. Considering health factor product for health conscious people with no harmful ingredients.Technological: advancement in communication technology in Malaysia will increase choices of digital media.
3.0 SALES / CAMPAIGN OBJECTIVES
Coca Cola Company will use DAGMAR approach for the Sales and Campaign objective. Term DAGMAR is an acronym for Defining Advertising Goals for Measured Advertising Results. DAGMAR steps are more defined and easy to apply.According to DAGMAR, a sale must carry a potential customer through four stages of understanding which are from unawareness to Awareness. This is means the consumer must first be aware of a brand or company. Then from Awareness to Comprehension which explains that he or she must have a comprehension of what the product is and its benefits. The third step is Conviction. This is means he or she must arrive at the mental disposition or conviction to buys the brand and the last steps of DAGMAR steps is Action which finally, consumers actually buy the product. (DHAG CHANB, 2008)
Awareness
b) Comprehension
c) Conviction
d) Action
4.0 CREATIVE STRATEGY
WHAT IS CREATIVITY?Creativity is one of the most commonly used terms in advertising as those who develop advertising messages are often referred to as “creative types” and agencies develop reputations for their creativity.
COCA COLA CREATIVE STRATEGY
PLANNING AND DEVELOPMENT
Coca Cola Company will create an attractive slogan which these slogans have two parts that need to be done by separately. The first part is “We Got It!” and the following part is “At Last We Got It Total Satisfaction!”. The Slogan is focus more to relevance reflect which is explains that the degree to which the advertisements are meaningful, useful, or valuable to the consumer and can be achieved in two ways.Brand-to-consumer relevanceIt is also considered as brand-to-consumer relevance which is Orange Coke is referring as personal interest to consumers. Relevance or appropriateness can also be viewed in terms of the degree to which an advertisement provides information or an image that is appropriate to the brand.
IMPLEMENTATION AND EVALUATION
HIRING ADVERTISING AGENCY
5.0 INTERGRATED MARKETING COMMUNICATION MIX AND MEDIA CHOICES
COCA – COLA IMC MIX AND MEDIA CHOICES
PUBLIC RELATIONS
Public relations involve the cultivation of favorable relations for organizations and products with its key publics through the use of a variety of communications channels and tools. Traditionally, this meant public relations professionals would work with members of the news media to build a favorable image by publicizing the organization or product through stories in print and broadcast media. (CHI CHENG NGG, 2010)Coca – Cola Company will get pass first through Jakim for the “Halal” accreditation because Malaysian is an official Muslim country which is sometimes can be critical problem issues for the food and beverage business in Malaysian. So the precaution needs to be taking to avoid any unexpected problem. The company will show true statistic and it would not contain any ingredients that can hurt any other religious values as well.PARTNER WITH NGOCoca – Cola Company is partnered with the NGO which is World Wildlife Fund Malaysia (WWF) has joined forces alliances with the Coca-Cola to help protect the Malaysian natural’s environment through our various conservation programmes. The reason why Coca Cola Company chooses to partner with the World Wildlife Fund Malaysia (WWF) is because Coca Cola Company can make more achievement of credibility for their company and product. (FIGURE 3,APPENDIX)
ADVERTISING
Advertising is a form of communication for marketing and used to encourage or persuade an audience which are viewers, readers or listeners to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also a common. In Latin words, advertising is called as “ad vertere” means to turn the mind toward. (CHEE CHING NG, 2010)NEWSPAPERCoca Cola Company will do an advertising through newspaper by advertise their slogan advertisement which is “WE GOT IT!” at the across the gutter which is means it will be use in the middle page of newspaper such as the middle page of The Star, New Straits Times, The sun, Sin Chew Daily, Utusan and others more. The period of slogan “WE GOT IT!” will be used for one month and it will come only for Monday, Wednesday and Sunday. The first part of slogan advertisement will use only the words without picture or figure, it is to show like a mystery advertisement.The second part of Slogan advertisement will be as “AT LAST WE GOT IT TOTAL SATISFACTION!” and this slogan advertisement will still continue to do at the across the gutter with full color and the picture that whole family is hold the bottle while smiling to each other. This is the answer that customer will understand what is all about regarding the slogan of first part.Coca Cola Company choose newspaper as the media choices because it can makes an mass advertising to mass audience coverage.TELEVISIONTelevision is one of the important parts that will be use in the media choices of Coca Cola Company for their Orange Coke. Coca Cola Company will do an advertisement in a humorous style which it will show a family that drinks together in the house that looking so happy while holding the bottle of Orange Coke with smiling and laughing to show the happiness and joy that they get from it. This advertisement will be use in 15 second spot at peak hours of Friday, Saturday and Sunday.The reason why Orange Coke is using the television advertisement is because it makes an interaction of sight and sound offers tremendous creative flexibility and can make possible dramatic.BILLBOARDCoca – Cola is very much conscious about their billboard advertisement. They have so many sites in different locations for their billboards and in various countries such as India, USA, UK, Japan and so many more in the world. So it will be compulsory for Coca – Cola Company to do the billboard advertisement that show a picture of family together with slogan and product. The billboard will be put in the every state of Malaysia within 10 month.The benefit and advantages from this billboard advertisement is it can make constant reminder of Orange Coke product message almost throughout the year for 24 hours a day. The image awareness also could not be turned-off, tuned-out or put aside. (FIGURE 4, APPENDIX)RADIOThe Coca Cola Company uses the radio as another source of advertisement. This is a cheaper source of approach compared to the television and it has a high insertion time per capita compared to television. So Coca Cola Company will do the voice advertisement in 10 seconds by using the customer testimonial regarding the Orange Coke product.Radio is kind of useful in terms of advertisement because it can produced more emotionally attached with the radio station that they listen to. It also can add a mental imagery which is a non-availability of pictures encourages listeners to use their imagination.
