The paper "Design an Integrated Marketing Communications Program for a Product - Coca-Cola" is a great example of a marketing case study. Integration of all marketing tools and sources in a company is referred to as integrated marketing communication (IMC). Integrated marketing communication involves implementing a program that ensures that the consumer’ s impact is high with minimal costs. Integrated marketing communication promotion mix involves direct marketing, public relations program, internet marketing, sponsorship marketing and database marketing. The elements are combined together to come up with a common message. Integrated marketing communication has been a key competitive advantage in many brands.
This is due to the fact that it enables the sales to be increased while the company saves time and money. The strategy also helps in maintaining continuous communication in an organization. The main objective of the integrated marketing communication is to achieve considerable sales and help in making the brand image strong. Using Integrated marketing communication, the firm expects to have a competitive advantage and set up a consumer-oriented sensibility. Integrated marketing communication has three main components (Kotler, 2006). The three components are consumers, communication channels and the results.
The rests of the elements are media, sales alignment, message consistency and design. The message that then channel delivers to the customers should always be consistent. This is due to the fact that the strategy utilizes different media to deliver the message and lack of consistency may lead to the message lacking credibility. The design aspect refers to the colors and other visuals that are used in the product. The visual elements should be easily linked to the product.
This enables the company to save the costs and increase on the product impact on the consumers. This essay will design an integrated marketing communication program for Coca-Cola and discuss the effect of the elements of the integrated marketing communication mix which will give it maximum impact on the target audience. Current IMC at Coca-Cola Coca-Cola has been involved in an IMC program for a long time. The program main emphasis lies on promotion through advertising, direct marketing, promotions and public relations. Despite the efforts that the company has made in implementing IMC, they have not utilized all the promotional mix elements fully.
This has made them lose some of their markets to the competitors such as Pepsi as witnessed during the ‘ Cola war’ . This essay will design an effective IMC for Coca-Cola with more emphasis being put on all the elements of a promotional mix. This approach will strengthen the existing IMC by developing the product of a new IMC program (Kotler, 2006). The development process for IMC Before developing any strategy for product marketing, there are essential steps that have to be followed. The steps should be followed in the set sequence to ensure that there is consistency.
To develop integrated marketing communication for Coca-cola, the steps to be followed are tactical coordination, redefining the marketing communication scope, applying the information technology and the strategic and financial integration. The first stage of developing integrated marketing communication involves having a cross-functional communication which should ensure that there is interpersonal communication inside and outside the firm. For Coca-Cola, the company has to initiate interpersonal communication inside the firm as well as outside it. This will enable the company to have synergy and consistency.
For Coca-Cola, this will enable the company to have a consistent channel for communication (Kotler, 2006).
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