integrated marketing communication coca cola 1

Coca-Cola Enterprises, established in 1986, is a young company by the standards of theCoca-Cola system.. On anannual basis, total unit case sales were 880,000 in 1986.In December 1991, a

Integrated Marketing Communication

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5 Coca-Cola launches integrated marketing communication campaign for 2007.

a Leveraging Online Media

d Billboards and holdings

e Internet

9 Expectations for the Coming Year

10 How Coke Determine the Yearly Budget?

c Coca-Cola Food Mela

d Coca-Cola Basant Festival

e Coca-Cola GO-RED

f Coca-Cola Party in a Park

g Coca-Cola Shopping Festival

h Coca-Cola Pet Promotion

i Coca-Cola Ramzan Campaign

j Coca-Cola Wonder of the World Promotion

k Coca-Cola & Nokia

l Coca Cola TV Mazza

m Coca-Cola & Mc Donald’s

12 Brand Building

a Intensive brand building

b Building Brand through Corporate Social Responsibilities

13 Conclusion

HISTORY:

Coca-Cola Enterprises, established in 1986, is a young company by the standards of theCoca-Cola system Yet each of its franchises has a strong heritage in the traditions of Coca-Cola that is the foundation for this Company The Coca-Cola Company traces it’s beginning

to 1886, when Pemberton, began to produce Coca-Cola

syrup for sale in fountain drinks However the bottling

business began in 1899 when two Chattanooga

businessmen, Benjamin F Thomas and Joseph B

Whitehead, secured the exclusive rights to bottle and sell

Cola for most of the United States from The

Coca-Cola Company The Coca-Coca-Cola bottling system continued

to operate as independent, local businesses until the

early 1980s when bottling franchises began to

consolidate In 1986, The Coca-Cola Company merged

some of its company-owned operations with two large

ownership groups that were for sale, the John T Lupton franchises and BCI HoldingCorporation's bottling holdings, to form Coca-Cola Enterprises Inc The Company offered itsstock to the public on November 21, 1986, at a split-adjusted price of $5.50 a share On anannual basis, total unit case sales were 880,000 in 1986.In December 1991, a mergerbetween Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group, Inc.(Johnston) created a larger, stronger Company, again helping accelerate bottlerconsolidation As part of the merger, the senior management team of Johnston assumedresponsibility for managing the Company, and began a dramatic, successful restructuring in1992.Unit case sales had climbed to 1.4 billion, and total revenues were $5 billion

International expansion

Coke’s first international bottling plants opened in 1906 in Canada, Cuba, and Panama Bythe end of the 1920’s Coca-Cola was bottled in twenty-seven countries throughout theworld and available in fifty-one more In spite of this reach, volume was low, qualityinconsistent, and effective advertising a challenge with language, culture, and governmentregulation all serving as barriers Former CEO Robert Woodruff’s insistence that Coca-Colawouldn’t “suffer the stigma of being an intrusive American product,” and instead would uselocal bottles, caps, machinery, trucks, and personnel contributed to Coke’s challenges aswell with a lack of standard processes and training degrading quality

Coca-Cola continued working for over 80 years on Woodruff’s goal: to make Coke availablewherever and whenever consumers wanted it, “in arm’s reach of desire.” The SecondWorld War proved to be the stimulus Coca-Cola needed to build effective capabilitiesaround the world and achieve dominant global market share Woodruff’s patrioticcommitment “that every man in uniform gets a bottle of Coca-Cola for five cents, wherever

he is and at whatever cost to our company” was more than just great public relations As aresult of Coke’s status as a military supplier, Coca-Cola was exempt from sugar rationingand also received government subsidies to build bottling plants around the world to serveWWII troops

Coke in India

Coca-Cola was the leading soft drink brand in India until 1977 when it left rather thanreveals its formula to the government and reduces its equity stake as required under theForeign Exchange Regulation Act (FERA) which governed the operations of foreigncompanies in

India After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presencewith a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottlingnetwork Coke’s acquisition of local popular Indian brands including Thumbs Up (the mosttrusted brand in India), Limca, Maaza, Citra and Gold Spot provided not only physicalmanufacturing, bottling, and distribution assets but also strong consumer preference Thiscombination of local and global brands enabled Coca-Cola to exploit the benefits of globalbranding and global trends in tastes while also tapping into traditional domestic markets.Leading Indian brands joined the Company's international family of brands, including Coca-Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range In 2000, thecompany launched the Kinley water brand and in 2001, Shock energy drink and thepowdered concentrate Sunfill hit the market

The Mission Statement of the Coca Cola Company:

Our mission statement is to maximize shareowner value over time In order to achieve thismission, we must create value for all the constraints we serve, including our consumers, ourcustomers, our bottlers, and our communities The Coca Cola Company creates value byexecuting comprehensive business strategy guided by six key beliefs:

1 Consumer demand drives everything we do

2 Brand Coca Cola is the core of our business

3 We will serve consumers a broad selection of the non alcoholic ready-to-drink beveragesthey want to drink throughout the day

4 We will be the best marketers in the world

5 We will think and act locally

6 We will lead as a model corporate citizen

The ultimate objectives of our business

strategy are to increase volume, expand our

share of worldwide non-alcoholic ready to

drink beverages sales, maximize our

long-term cash flows, and create economic value

added by improving economic profit The

Coca Cola system has more than 16 million

customers around the world that sells or

serves our products directly to consumers We keenly focus on enhancing value for thesecustomers and helping them grow their beverage businesses We strive to understand eachcustomer’s business and needs, whether that customer is a sophisticated retailer in adeveloped market or a kiosk owner in an emerging market There are nearly 6 millionpeople in the world who are potential consumers of our company’s product Ultimately, oursuccess in achieving our mission depends on our ability to satisfy more of their beverageconsumption demands and our ability to add value for customers We achieve this when weplace the right products in the right markets at the right time

MANAGEMENT:

The hierarchy of Coca Cola Company is as follows

Market Share:

Coca-Cola is a leading player in the Indian beverage market with a 60 per cent share in thecarbonated soft drinks segment, 36 per cent share in fruit drinks segment and 33 per centshare in the packaged water segment

Coca-Cola launches integrated marketing communication campaign for 2007

To be seen in an all New Avatar- A No Nonsense Attendant on a Train Connecting

Campaign designed to build the Coca-Cola brand from its refreshment platform to ahigher order of emotional benefit by establishing it as the universal choice whichbrings people together

Strategy includes roll out of initiatives in the digital media like the internet i.e buildingand promotion of online communities and also leveraging www.myenjoyzone.com-the interactive destination for Coca-Cola consumers

Integrated communication plan to include mass media advertising on all leading TVchannels, complimented by a range of on the ground initiatives - road shows &contests across all key markets

Latest advertising campaign conceptualized by acclaimed advertising guru &Bollywood lyricist Prasoon Joshi

Ad filmed by the talented Ram Madhvani of Equinox films, music composed by Shankar Ehsaan Loy

-6 Mar 2007 , New Delhi : Coca-Cola, India’s largest beverage company continues its

trend of creating the most powerful and appealing brand messaging for its consumers inthe country Having made “Thanda” synonymous with “Coca-Cola”, the company todayannounced the launch of an intensive integrated marketing communication program forthe summer of 2007 Based on the theme “Sabka Thanda Ek”, the campaign has beendesigned to build the Coca-Cola brand from its refreshment platform to a higher order ofemotional benefit by establishing it as the universal choice which brings people together

As part of the integrated communication plan, a range of initiatives including massmedia advertising and leveraging the digital space like the internet are being rolled out.The new TV commercial to feature- who else but Aamir Khan, the Coca-Cola brandambassador in an all new avatar In the ad, Aamir appears as a no nonsense attendanttraveling in a train, connecting consumers with Coca-Cola The campaign has beenconceptualized by the creative genius Prasoon Joshi, Chairman & National CreativeDirector of McCann Erickson To extend the reach and appeal of the new summercampaign, the company also plans to leverage the internet by building and promotingonline communities The strategy includes leveraging www.myenjoyzone.com- theinteractive destination for Coca-Cola consumers To compliment, the entire brandmessaging process, range of on the ground initiatives including road shows andcontests across all key markets are also being rolled out

Leveraging Online Media:

The new brand campaign ‘Sabka Thanda Ek’ is all set to be launched on all leading TVchannels Besides mass media, the Coca-Cola’s brand campaign for the summer willalso be extended to the new media platforms including www.myenjoyzone.com It is aone stop interactive, online destination for Coca-Cola consumers in India Theinnovative internet platform has over 4 Lac+ registered users, in the age band of 19-24yrs The site is extremely contemporary in its appeal and supports “Multi User”capabilities to address all the key youth passions- be it music, gaming, cricket andmovies

MARKETING STRATEGY:

Our local marketing strategy enables Coke to listen to all the voices around the worldasking for beverages that span the entire spectrum of tastes and occasions What peoplewant in a beverage is a reflection of which they are, where they live, how they work andplay, and how they relax and recharge Whether you're a student in the United Statesenjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru askingfor a juice drink, or a couple in Korea buying bottled water after a run together, we're therefor you We are determined not only to make great drinks, but also to contribute tocommunities around the world through our commitments to education, health, wellness, anddiversity Coke strives to be a good neighbour, consistently shaping our business decisions

to improve the quality of life in the communities in which we do business It's a special thing

to have billions of friends around the world, and we never forget it

MARKET POSITIONING

Product Range

The Coca-Cola Company's products include beverage concentrates and syrups, with themain product being finished beverages The total range of Coca Cola Company in Indiaincludes:

Fruitopia 100% Fruit Juice

And company offers their products in different bottle sizes these

include:

SSRB (standers size returnable bottle)

LRB (litter returnable bottle)

NRB (no return bottle or disposable bottle)

PET 1.5 (1.5 litter plastic bottle)

CANS (in pack 330 ml)

Coca cola products are available in different packing

24 regular bottle shell

6 bottle pack for 1.5 pets

12 bottles in a pack for disposable bottle

24 cans in one pack

Coca-Cola is the most well known trademark, recognised by 94 per cent of the world'spopulation The business is very successful and holds a very good reputation

The Coca-Cola Company uses marketing strategies to differentiate its product from itscompetitors to gain a competitive advantage In 2002, the Coca-Cola Company extendedthe products of Coke and developed the new products Coke with lemon and Vanilla Coke.This extension responded to consumer demands and generated sales and profit

Coca-Cola recently introduced its new low-carb C2 cola in the company's most aggressivemedia blitz since Diet Coke was released in the early 1980s The cola giant supported C2'srollout with a marketing campaign that included television, radio, outdoor, cinema andInternet advertising The campaign carried the tagline "Half the carbs Half the cals All thegreat taste."

The new Coca-Cola product arrives at a time when low-carb diet crazes are sweeping thenation and producing unlikely products in spades, from low-carb beer to low-carbdoughnuts Executives at the company claim that C2 is a response to customers that seekchoices that fit their lifestyles Weight-conscious consumers want to keep enjoying the colataste that Coca-Cola delivers, but with the option of a lower-carb, lower-cal soft drink Coca-Cola C2 gives that freedom of choice

PRICE STRATEGY:

Pricing Methods/Pricing strategies

The Coca-Cola Company's products are sold in retail stores, convenient stores, petrolstations etc The pricing methods/strategies are set by those the company sells to Petrolstations and convenient stores usually sell Coca-Cola products at a fixed price

Pricing methods

Competition-based pricing Coca-Cola products are usually priced below, above or equal

to its competitors' prices For example, during Easter (2003) sale periods (Coca-Cola vs.Pepsi): Coca-Cola soft drinks 2L - $1.68 Pepsi soft drinks 2L - $1.87 Coca-Cola soft drinks

375 x 18 - $9.98 Pepsi soft drinks 375 x 24 - $9.98

Discount price Coca-Cola products are often marked down during sale periods and

special occasions This will generate sales and increase profits

Meet-the-competition pricing The Coca-Cola products pricing are set around the same

level as its competitors

Psychological pricing Most of the Coca-Cola products use this method of pricing For

example, for a pack of 375mL x 18 cans of Coca-Cola soft drinks it is priced at $9.98instead of $10.00 This pricing strategy makes consumers perceive the products to becheaper

Different Price in Different Seasons

Sometimes Coca Cola Company changes their product prices according to the season.Summer is supposed to be a good season for beverage industry in India and across theworld So in winter they reduce their prices to maintain their sales and profit But normallythey reduce the prices of their pet bottles or 1 litter glass bottle

PROMOTION STRATEGIES