The paper"Global Integrated Marketing Campaign" is a perfect example of a Marketing Case Study. In the recent past, marketing has become an integral part of an organization. Marketing has undergone enormous transformation seeking to cope with the prevalent dynamics evidenced in the business fraternity. In modern times, global marketing campaigns are the in thing adopted by an organization seeking an international market. It is worth noting that, clients are enlightened about commodities as well as the respective ingredients or constituents used to produce a given commodity. This implies that, the suppliers have to provide relevant, reliable and timely information that will enhance the client’ s ability to make a decision.
On the other hand, since marketing is a source of netting potential clients, companies have sought to engage in competitive marketing antics hence being a strategy to garner competitive advantage. This depicts that marketing in itself is a wide discipline that has enormous uses to organizations as well as the clientele fraternity. It is due to this fact that marketing adopts antics that segregates the needs of the end-users and uses an array of advertising vehicles to disseminate information (Berkowitz 2009).
For instance; when seeking to net family or household consumers, advertisers rely on the use of television advertising as the audience is more susceptible to be family members. On the other hand, corporate products are more often than not relayed through the internet. This is sole because; companies find it inappropriate to run operations without relying on the internet given the lucrative features emanating from the internet. It is notable that, there are regulatory authorities that have been enacted seeking to ensure that advertisers follow a stipulated code of conduct while in the line of duty.
Since time immemorial, humanity has indicated a weakness emanating from following stipulated regulations. In the marketing fraternity, such incidents are a normal occurrence hence the regulatory framework seeks to ensure that the marketing players adhere to the law. The intention of this discussion is to delineate the standardization measures governing the global marketing campaign. Each endeavor has to have an oversight regulations board that will ensure that the affairs of the doctrine will flow smoothly providing solutions to arising situations.
Global marketing is no exemption, and as such has enacted some standardization measures that seek to streamline the entire discipline. Standardization entails developing a framework or technical standards, which every participant in a field is required to duly comply (McDaniel 2011). Each and every advert has to comply with the standardization requirements that oversee the various elements including; the choice of advertising vehicle, the content of the advert, the message relayed as well as the target audience. It is notable that each of the above elements affects the marketing discipline.
This involves; how an advert is compiled, relayed and interpreted by the audience. It is vital to bear in mind that each commodity adopts a different campaign strategy to create awareness. For instance; a beverage product will use an entirely different marketing strategy compared to a cloth line. The only notable fact is that, regardless the product being marketed, the standardization procedure cuts across the grid. In addition, all other factors like the visualization, message and advertising vehicle are determined by the nature of the commodity as well as the target audience need to be considered.
It is evident that global marketing is a complex endeavor which can either make or break an organization entirely. In addition, the global marketing campaign is a tactical issue as each country has a certain framework that might not be universal (Kotler 2010). Coca-cola has a universal marketing campaign that aims at netting a wider market share given the fact that, Pepsi and other rival beverage companies are also aggressive. It is vital to note that, like many other companies in the global light, coca-cola uses a mix of standardization, as well as local marketing antics.
This is because; as illumined above, marketing is a regulated endeavor and at times there are slight discrepancies between international standards and the local marketing strategies. Coca-cola has since time immemorial upheld a high standardization level. This is depicted by the fact that, the firm has an appropriate price, reliability, quality and delivery mix. In addition, the company complies to the stipulated regulations that are in place to streamline the eleven marketing elements.
These elements include; package, label, color, materials, commodity features, promotion, advertising themes, price, media, execution, and product name. There is an ultra-thin line between local marketing strategies and the international standardization requirements that companies should seek to heed. Coca-cola uses television adverts to market its products seeking to net wider clients. In its advertisement, the company relies on white and red colors which have been associated with the company since inception (Kirpalani & Laroche 2007). Among the standardization requirements, it is paramount to ensure that rival companies do not violate competitor’ s rights and privileges.
In addition, the company packages its products in fragile bottles made of glass or some new modernized plastic bottles. This is a new move adopted by management to reduce operational expenses.
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