marketing communication in organizations course marketing communication

In other words, the different medium that company adopts to exchange the information about their goods and services to the customers is termed as Marcom.The marketer uses the tools of ma

MARKETING COMMUNICATION

IN ORGANIZATIONSCourse: Marketing Communication

Members: 17 Nguyen Ha Duy

25 Nguyen Phuong Mai

31 Nguyen Thi Thuy Trang

34 Pham Quang Hien

38 Pham Thi Thuy Duong

48 Truong Thi Thuy Linh ACADEMY OF FINANCE UNIVERSITY OF TOULON

TABLE OF CONTENTS

INTRODUCTION 3

1 Research purpose 3

2 Report layout 3

CHAPTER 1: MARKETING COMMUNICATION 4

1.1 Definition 4

1.2 Roles 4

1.3 Content of topic 5

1.4 Marketing Communication Channels 8

CHAPTER 2: CASE STUDY OF COCA COLA 10

2.1 Introduction 10

2.2 Roles 10

2.3 Content Analysis 12

2.3.1 Analysis 7Ps of Coca Cola 12

2.3.2 Channels of Coca Cola 13

2.4 Evaluation 15

2.5 Interpersonal communication 16

2.5.1 Definition 16

2.5.2 Principles 16

2.5.3 Rules 17

2.5.4 Policy 18

CHAPTER 3: SOLUTIONS AND SUGGESTIONS 20

3.1 Solutions 20

3.2 Suggestions 22

CONCLUSION 24

LIST OF REFERENCES 25

Our country's economy is developing according to a market economy An economy with fierce and fierce competition Faced with such an explosion of competition, businesses are trying to innovate from production to product consumption to survive and stand firm in the market That change helps some successful businesses not only maintain their position in the market but also continuously develop and increase market share Besides, there are many businesses that have gone bankrupt One of the factors affecting the success or failure of businesses is marketing activities With the current information explosion, customers have too many choices If businesses do not assert themselves, they can easily be overlooked in that field

A business that wants to develop in today's market economy cannot help but

understand marketing In this essay, our group learns about "Marketing

Communication" - a basic part of a company's marketing activities Marcom is all the

messages and media that companies apply to educate, inform, and persuade directly orindirectly about their products to customers

Thank you, Mr Ta Huy Hung – Lecturer of Marketing Communication for

trying your best to create conditions for us to have the opportunity to study and work together in groups in this subject

In the process of making practical reports, it will be difficult to avoid unwanted errors

We hope the teachers understand Besides, due to a lack of experience and limited knowledge, errors in the assignment process cannot be avoided, I look forward to receiving feedback from teachers so we can learn from experience and do better in future reports

1 Research purpose

- Find out information about Marcom

- The influence of marketing communications on businesses – typically Cola

Coca Provide solutions and suggestions for today's businesses

2 Report layout

In addition to the Introduction, the report content includes:

- Part 1: Overview of Marketing Communication

- Part 2: A case study of Marcom – Coca-Cola

- Part 3: Solutions and Suggestions.

CHAPTER 1: MARKETING COMMUNICATION

1.1 Definition

Marketing Communication (Marcom) refers to the means adopted by the companies toconvey messages about the products and the brands they sell, either directly or indirectly to the customers with the intention to persuade them to purchase In other words, the different medium that company adopts to exchange the information about their goods and services to the customers is termed as Marcom

The marketer uses the tools of marketing communication to create brand awareness among the potential customers, which means some image of the brand gets created in their minds that help them to make the purchase decision

Marketing communication includes Advertising, Sales Promotion, Events and Experiences (sponsorship), Public Relations and Publicity, Direct Marketing, Interactive Marketing, Word-of-Mouth Marketing, Personal Selling These tools of communication are collectively called the Marketing Communication Mix

1.2 Roles

Marketing communications is tasked with a number of important objectives:

Building brand awareness Marketing communications is responsible for making

sure people know that the organization or business exists, and what it offers

Maintaining customer loyalty Customer loyalty takes time to build Consumers

need to have trust in the brand, its products and services, and its intentions – and it’s one of marketing communications’ jobs to ensure that this positive bond develops

Creating demand for products and services It’s not enough to have a great new

product or service – people need to know it exists in order to buy it Marcom professionals work to make sure that their products and services are seen by the people who may want – or need – them

Shortening the sales cycle This can be achieved by better understanding customer

needs – as well as customers’ buying motivations, influences, and processes – and conducting market research, then harnessing this insight when engaging with consumers

Highlighting a competitive edge The 21st century marketplace is a crowded one,

which is why marketing communications professionals ensure that any points of

differentiation – the things that make their products and services unique – are shared with the public.

Understanding and reaching the right people A key job for marketing

communications teams is knowing who their audiences are, and how best to communicate with them, in order to create a strong market share

In order to achieve these objectives, marketers will leverage a number of different types of communication formats and marketing communications areas

One of the most critical marketing communication roles is effectively delivering the message A good marketing strategy must use communication skills to convey the

benefits of a product or service to potential customers Without effective

communication, the message may not be received, or it may be misunderstood

Communication also plays a crucial role in building and maintaining relationships

with customers When customers feel valued and heard, they are more likely to become loyal to a brand A study by Accenture found that 94% of consumers are moreloyal to transparent companies that communicate openly

In addition to client communication, effective internal communication within a marketing team is also essential This ensures that everyone is working towards the same goals and that there is no confusion or misunderstanding Clear communication can improve productivity and lead to better results

Another role of communication in marketing is to gather feedback from customers Listening to customer feedback helps companies to understand their needs and preferences, which can lead to the development of better products and services It can also help identify improvement areas and build stronger relationships with customers

1.3 Content of topic

Marketing communications, sometimes called marcom, are the combinations of promotional tools, marketing channels, messages, and media that marketers use to communicate with their target customers

A business or brand typically develops its marketing communications strategy around what’s known as the marketing mix, or the 7Ps:

● Product

To better understand the nature of the product, marketing experts have divided it into three different product versions, including: core product, real product, and augmented product

- Core products: These are intangible products, products that we cannot touch, hold or have any physical feeling about Core product benefits help create core value for users.

- Real products: These are tangible products, we can physically feel this product

- Augmented products: These are the products that help the brand differentiate itself from its competitors This product will include many added values that customers must pay extra or not

● Price

Price is said to be one of the important factors that create the definition of marketing mix Especially in the 7P marketing model, price directly affects the profit and survival of the business

Adjusting the price of a product will affect the entire marketing strategy of that business At the same time, it directly affects sales and customer demand for the business's products

For a new business entering the market and not yet well-known, the business's target customers will not be willing to offer high prices Although it is possible that in the future they will be willing to spend large amounts of money, it is difficult to do so during the start-up phase of a business

● Promotion

Promotion, also known as product promotion, includes public relations, advertising, promotional strategies, and personal selling The main goal of promotion is to help customers know why they need it and should pay a certain price to use it

It can be said that promotion plays a very important role in the marketing mix campaign If products/services are not promoted, customers cannot understand the business's products and services This is also the reason why sales are stagnant

● Place

Place, in addition to meaning location, in marketing this word also means distribution channel or intermediary This is where goods/services are transferred from the manufacturer to the consumer

To create a successful media marketing campaign you need to position and distribute your products in a place that is easily accessible to potential targets This requires you

to have a deep understanding of the market

Through your understanding, you can find potential distribution channels, help promote marketing and connect directly with many target customers with your business.

In some cases, location may be the way businesses present their products/services on television shows, in movies or on websites to attract interest and attention for their products

● People

In the customer-centric marketing approach, you can understand that “People” refers

to your target customers, buyers and customers

However, the people in the 7Ps model actually refers to the people within the businesswho directly interact with customers – both directly and indirectly, specifically:

- Marketer: The 7Ps model emphasizes the importance of hiring talented people

to fill every position in a business's marketing team

- Sales team members: These are the people who directly work and close deals with customers

- Customer service team: Individuals tasked with keeping customers happy

- Recruiting: Recruiting the best talent starts with having quality recruiters

- Training & skills: People responsible for ensuring all your team members adhere to the brand ethos and meet job requirements while performing

- Managers: People with team management skills, allocating appropriate work toeach employee, thereby helping the business achieve its goals

● Process

The processes in the 7Ps model refer to the processes by which a business will deliver

a product or service to a customer, as well as any customer services added to the system after the customer completes the purchase process your goods

Therefore, in the sales process you need to have processes for the following tasks:

- Delivery to customers: The process of helping customers get your business's products/services Whether it is ordered online and delivered via courier, purchased in store, downloaded from your website or accessed through an online registration process

- End-to-end distribution of your business: Your processes must facilitate delivery to customers and safeguards to address any potential issues along the way

- Customer service: Your processes, systems, and channels to provide customer service beyond the initial sale

- Solution: Process helps businesses handle problems during the distribution process and cases where customers are dissatisfied with the process/service received.

- Promotions: Measures designed to retain customers who are dissatisfied with your brand so you can retain them and win them over

- Returns & Refunds: Your system handles returns, cancellations, refunds, and any other process for customers who refuse to buy your business's

It can be especially useful when customers have not purchased from the business before and need information to learn before paying to use the business's

products/services

- For a restaurant, tangible evidence can come in the form of surroundings, staff uniforms, menus and online reviews to indicate the experience that can be expected

- For an agency, the website itself holds valuable physical evidence – from testimonials to case studies, as well as contracts that businesses are offered to represent services that they can expect to be provided

All of these are the factors that marketing professionals consider when developing a marketing communications plan, and should be carefully and thoughtfully blended together in what’s known as integrated marketing communications (IMC) This enables marketing managers and professionals to create effective marketing communications promotions, and successfully drive business

1.4 Marketing Communication Channels

Here are the two categories of marketing communication channels, with lists of specific examples:

Traditional marketing communication channels

Traditional marketing channels don't rely on the internet, but they remain a vital tool for many enterprises Some businesses primarily rely on traditional marketing channels because of their target demographic or because of their business model

Roadside restaurants, for instance, mostly rely on simple signage to attract diners Since digital advertising increasingly reflects what users already know about and like, some companies may use traditional marketing communication channels to introduce products to consumers unfamiliar with their brand Examples of traditional marketing communication channels include:

Digital marketing communication channels

Digital marketing communication channels have empowered companies to reach much wider audiences, often for very reasonable costs One of their transformative effects has been enabling marketers to receive immediate feedback about the performance of an ad Companies learn almost instantly which ads earn engagement and convert sales and can quickly apply insights to ongoing or future marketing efforts Examples of digital marketing communication channels include:

CHAPTER 2: CASE STUDY OF COCA COLA

2.1 Introduction

Coca-Cola is a beverage company, known as a multinational retailer, manufacturer, and marketer of non-alcoholic beverages and syrups

The Coca-Cola Company has introduced a variety of products under the Coke brand

to consumers Some of the company's most popular products include: Diet Coke, Coca-Cola Cherry, Caffeine Free Diet Coke, Caffeine Free Coca-Cola, Coca-Cola Vanilla, Coca-Cola Zero, and special editions with coffee, lemon, and lime flavors

On May 8, 1886, Dr John Pemberton brought his perfected syrup to Jacobs' Pharmacy

in downtown Atlanta where the first glass of Coca-Cola was poured Serving about nine drinks per day in its first year, Coca-Cola was an exciting new drink in the beginning

Introduced to Vietnam in 1960, Coca-Cola officially appeared in the Vietnamese market in 1964 Currently, Coca-Cola factories are present in Da Nang, Hanoi, and HoChi Minh City With the orientation of becoming a comprehensive beverage company,the company has been constantly creating Coca-Cola Marketing Strategies to continuously improve and provide consumers with a wide variety of quality beverages

2.2 Roles

The role of marketing communication for Coca-Cola is to create and maintain a positive image of the brand in the minds of consumers This involves developing and implementing advertising campaigns, promotions, and other marketing activities that effectively communicate the brand's message and values to target audiences The goal

is to build brand awareness, increase sales, and foster customer loyalty Additionally, marketing communication helps Coca-Cola to differentiate itself from competitors andstay top-of-mind with consumers Here are some key roles of marketing

communication for Coca-Cola:

Brand Building: Coca-Cola invests heavily in marketing communication to build and

maintain its brand image This includes creating and reinforcing the brand's identity, values, and associations in the minds of consumers

Product Promotion: Coca-Cola uses marketing communication to promote its

various products, including classic Coca-Cola, Diet Coke, Coca-Cola Zero Sugar, and other beverages within its portfolio These efforts aim to generate interest and demandfor these products

Consumer Engagement: Marketing communication is a tool for engaging and

interacting with consumers Coca-Cola leverages various channels, such as social media, advertising, and experiential marketing, to connect with its customers and foster brand loyalty

Market Expansion: Coca-Cola often uses marketing communication to introduce its

products into new markets or to expand its presence in existing markets Effective communication helps the company adapt its messaging to local cultures and preferences

Advertising Campaigns: Coca-Cola runs a variety of advertising campaigns to create

awareness and interest in its products These campaigns can include TV commercials, print ads, online advertising, and more

Sponsorships and Partnerships: Coca-Cola is known for its sponsorships of major

events, such as the Olympics and the FIFA World Cup Marketing communication is used to leverage these partnerships and create positive associations between the brand and these events

Social Responsibility and Sustainability: Coca-Cola also communicates its

commitment to social responsibility and sustainability initiatives through marketing efforts This can include promoting its environmental efforts, community engagement,and responsible advertising

Market Research: Marketing communication often involves gathering and analyzing

consumer feedback and data to fine-tune strategies and better understand consumer preferences and behavior

Crisis Management: In cases of PR crises or negative events, marketing

communication plays a vital role in managing the brand's reputation, addressing public concerns, and rebuilding trust

Product Innovation: Coca-Cola uses marketing communication to introduce and

educate consumers about new product innovations and extensions within its brand, helping to drive sales and market share

Overall, marketing communication for Coca-Cola is a multifaceted strategy that combines advertising, public relations, digital and social media, sponsorships, and community engagement to maintain and grow the brand's presence in the market, connect with consumers, and drive sales

For example, so much of the brand image is immediately recognizable, right down to the bright red and white lettering of the names Coke and Coca Cola This imagery is carried out globally, and is so established and acclaimed world-wide that even languages that may not be familiar in local markets are readily known by consumers

Currently, the Coca Cola brand has 21 billion-dollar brands in its portfolio, of which

19 are available with low or no-calorie options

Coca Cola is also investing heavily in CSR and sustainability, while developing sustainable supply chains and production networks Investing in socially beneficial projects has proven beneficial for the company and strengthened its image in the market

Place

Coca Cola has an extensive beverage distribution system around the world The company's products are sold in more than 200 countries across six operating regions including Europe, Latin America, North America, Pacific, Asia and Africa

Coca Cola's distribution partners are closely linked with customers including grocery stores, restaurants, street vendors, convenience stores, movie theaters and amusement parks, etc

People