Essay Available:
Pages:
3 pages/≈825 words
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0
Style:
APA
Subject:
Communications & Media
Type:
Essay
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 13.37
Topic:
Organization Selection and Channel Audit: Coca-Cola
Essay Instructions:
In this final project in the course, you will have an opportunity to present your entire IMC Plan.
- The final, completed IMC Plan should be submitted in a Word document. It should be a maximum of 10 pages (2,500 words; not including title or reference pages).
- Also create a 3-5-minute (max) VoiceThread presentation summarizing key points of your plan. As a general guideline, the presentation should include 5-6 slides, max.
As a starting point, review your earlier assignments in the course and the feedback you received from the instructor.
Consider any revisions that might improve the plan and make it more complete and "integrated."
This assignment should draw on the various assignments you've already completed -- condensing, summarizing, and clarifying information presented in previous assignments as needed, and adding new information where the instructions below indicate (e.g., channels and measurement).
Essay Sample Content Preview:
Organization Selection and Channel Audit
Name
Institutional Affiliate
Organization Selection and Channel Audit
Organization Selection
The Coca Cola Company is a multinational corporation in the beverage industry established by John Pemberton in 1886. The company’s headquarters are in Atlanta, Georgia and it operates in over 200 countries around the world. The company’s portfolio consists of over 500 beverage brands with an average daily consumption of approximately 1.06 billion beverages. The company’s marketing strategy is an integration of the product, pricing, place and distribution, and promotion. The objectives of the integrated marketing approach include profitable growth of the company, increasing the market share by enlarging the consumer base, achieving and surpassing the set sales targets, and gaining global consumer trust. Another marketing objective for the organizations is maintaining a good reputation among all the shareholders including customers, employees, investors and partners. The organization’s promotional activities have proven vital to the achievement of the outlined objectives as evidenced by remarkable sales volumes recorded by the global beverage company. It is a reflection of the company’s ability to develop and capitalize on effective marketing communications strategies toward achieving the sustainable growth and development it enjoys since its inception. The multinational organization employs integrated marketing communications (ICM) approach for effective communication with the target market in all its areas of operations. Among the channels used by Coca Cola in its diverse marketing communications include advertising, direct marketing, public relations, personal selling, sales promotion, and internet or interactive marketing. The main theme of the messages communicated to the target consumers in most of the company’s marketing communications often revolve around entertaining and bringing fun to the target market. Coca Cola’s marketing communications campaigns have used slogans such as “Taste the feeling”, “Open happiness”, “Enjoy life”, and “Life tastes good” to emphasize on the entertainment and fun themes through which it develops a good relationship with its consumers worldwide.
Channel Audit
Among the channels employed in Coca Cola’s integrated marketing communications approach include advertising, direct marketing, and sales promotion.
* Advertising
Advertising is the most commonly used marketing communi...
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