The IMC Tools used for CocaCola

Introduction
Coca-Cola was invented in May 1886 by pharmacist Dr. John S. Pemberton in Atlanta, Georgia. The
formulaIntroduction & It re-entered India in 1993. Since then its operations have grown rapidly
through a model that supports bottling operations, both company owned as well as locally owned
and includes over 7,000 Indian distributors and more than 1.3 million retailers. 3 Coca-cola was
asked by the Indian government to leave the country along with I.B.M in 1977 due to investment
violations. The company operates a franchised distribution system dating from 1889 where the
Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers
throughout the world who hold an exclusive territory. Coca-Cola currently offers more than 500
brands in over 200 countries and serves over 1.6 billion servings each day. brand was bought in
1889 by Asa Griggs Candler.
IMC in Cocacola
Its the pioneer company in 360 degree communications as they rapidly understood they had to
get in touch with consumers to create links & to look for them wherever they are.
Coca cola uses IMC in order to communicate with its target.
The communication plan is adapted regarding the market, the society, the potential, the product
positioning etc. Coca cola is willing to be close to its consumers, to be part of the daily life, to
become a kind of rituals attached to specific moments; for that they use social marketing to
create emotions and affiliation with consumers, e.g. they raise funds for social causes like
earthquake or hurricane.
Also it always focuses on fun & entertainment as it is the main message they want to deliver.
They adopt their message to target market based on some values: sharing happiness, fun,
tradition of coke
The Promotional Mix: Tools Of IMC
1. Advertising
2. Personal Selling
3. Publicity/Public Relations
4. Sales Promotions
5. Direct Marketing
6. Interactive/ Internet Marketing
Advertising is defined as any paid form of non personal communication about an organization,
product, service, or idea by an identified sponsor.
Coca-Cola uses the concept of aggressive advertising to promote its products. Thus advertising is
the most important marketing tool for the company as it has to cater mass consumer markets.
They mainly do national advertising.
Company introduces different themes and concepts to sell their product and advertises mainly in
electronic media and out of home advertising. These advertisements build brand image and
create awareness.
Big names of Indian film & cricket industry mainly become the brand ambassadors of the
Company, such as Amir Khan, Sachin Tendulkar, Akshay Kumar, Aishwarya Rai, Salman Khan
etc.
Slogans A memorable Journey
Coca Cola continuously uses new slogans in various countries ( also in India) and are very
cheerful & attractive!!! Those slogans are
1. Open Happiness
2. Brrrrrrr!!!
3. Coca-Cola-Piyo sir utha ke
4. Jo chaho ho jae Cola-Cola enjoy
5. Thanda Matlab Cola-Cola
Mediums of Advertisement
The mediums of advertising used by Coca-Cola are:
1. Print media: They print media for advertisement. department for print media. Although very rare,
they have a separate
2. Point of SaleMediums of Advertising & Point of purchase (POS & POP) Materials: Point of
sale material this includes: Posters and Stickers display in the stores and in different areas. It also
includes:
a) Vizi cooler
b) Freezers
c) Display rack
TV Commercials
As everybody know that TV is a most common entertaining medium so TV commercials is one
of the most attractive way of doing advertisement. So Coca Cola Company does regular TV
commercials on different channels.
It focuses on both the urban as well as the rural India with its advertisements.
In the summer of 2011, Coca-Cola introduced the new Brrrrr!! Ad and featured Imran Khan as
the brand ambassador. Now, they have endorsed triplet of movie Student of the Year for their
new theme Haan Mein 10 Crazy Hoon.
Outdoor advertising
Coca cola is very much conscious about their billboards and hoardings. They have so many sites
in different locations for their billboards.
Billboards are usually found at cross roads, buildings, shops.
Also in India the Coca-cola can be seen painted on walls, bus stands, dhabas etc. focusing in
rural areas of India.
It is essential to take a note that Billboards & banners, cut-out, holdings play an important role
in promotion of coca cola. This is mostly because of its unique, eye-catching red colored brand
logo. You would never miss it!!
Direct marketing
Coca-Cola uses direct marketing in many ways. First, the company forms partnership with
various restaurants, movie theaters, hotels etc. to carry its product.
This way, when a customer orders a drink, the only brand they are offered is Coca-Cola, which
forces them to buy a drink from that brand. By doing this, Coke forces out other competition, and
keeps the restaurants, or other businesses, purchasing their product over and over again. e.g.
McDonalds.
Coca Cola also sponsors various sporting events in India and around the world in events like
Cricket, Football, and Motor Racing etc.
Interactive/Internet marketing
Coca-Cola uses the internet to promote its products. The company has its own website, which is
quite simple to navigate through. The website allows customers to become interactive through
various games, contests, shopping, and through a special section of the website that enables
consumers to find out how they can help their community.
Also in the modern era of communication and networking, the company uses various social
networking sites like Facebook, YouTube, Twitter to connect with the consumers. A dedicated
section is created on YouTube to see its videos.
The internet marketing thus helps to reach to those consumers who cant afford to spend time on
T.V and are always online.
Sales promotion
A sales promotion is an activity that is implemented to boost the sales of a product or service
temporarily. Coca-Cola does sales promotion in two ways to quickly increase sales.
1. Consumer - Oriented sales promotion:
Getting Shelves
Eye Catching Position
Under The Crown Scheme
2. Trade - Oriented sales promotion:
Discounts to retailers and stores
Return back allowances
Merchandising assets
Free goods or free tours
Publicity/public move
Publicity refers to non personal communications regarding an organization, product, service or
idea not directly paid or run under identified sponsorship.
Public relations is defined as the management function which evaluates public attitudes,
identifies the policies and procedures of an individual and organization with public interest, and
executes a program of action to earn public understanding and acceptance.
Coca-Cola can address law suits, rumors, stories, new products, and activities. There is also a
section of the website devoted to investors. Here, current, or future, investors can access
financial statements and up-to-the minute stock information.
The Coca-Cola India is also undertaking some projects as a part of their social cause and part of
the corporate social responsibility.
The Support My School campaign along with NDTV has Sachin Tendulkar as the brand
ambassador.
The project Unnati focuses on more yield of mangoes to farmers.
Coca Cola also Sponsors events in cricket and music.
Personal selling
Coca-Cola has many salespeople, who are individuals representing the company to
communicate, sell, service, and build relationships with customers.
These salespeople promote their product to different customers within their regions, and once
they sustain a customer, they sell their products to them and service them many times per week.
These individuals form close relationships with the customers in order to continue business with
them.
Conclusion
From our study we can conclude that:
For any company to reach the peak in todays competitive era, has to use each and every
component of the promotional mix.
By understanding Coca-Cola we can say it the company is using its promotional mix in an
effective and efficient manner.
That is the reason why Coca-Cola is the market leader and one of the most valuable brands in the
whole world.
Apart from being the most valuable brand, it also gives importance to CSR activities.