Coca Cola Integrated Marketing Communication

Coca-Cola Company founded in 1886, has ever since embed into the peoples’ mind deeply that when they think of cola the mental image of Coca-Cola is formed. This is because the company employed effective integrated marketing communication (IMC) such that the different channels work together to portray a consistent idea of being associated with fun, happiness and creativity (“Mission, Vision & Values,” n.d.). Integrated marketing is one of the four parts of holistic marketing concept as defined the business as a whole than an entity with separate parts (Keller, Philip, & Kevin, 2012, p. 17). An important driver of holistic marketing is marketing communication is to drive the right message to the public. This research will explore how Coca-Cola

The ways of reaching to the audience have grown over the years due to the progression of technology. Coca-Cola advertise by using television, internet, billboards, public relations and events to reach the audience globally. Although different types of media are used, yet the advertisements follow a common theme.

Coca-Cola has advertised through television in many countries. Regional managers in each country is empowered to decide the content of the television advertisements as to avoid any misunderstandings due to cultural differences (Keller et al., 2012, p. 553). In addition, to maximize the positive impact of the advertisement without losing its agenda. One television commercial which featured a famous song “I’d like to buy the world a Coke”. This created a strong emotional appeal to the young adults.

Coca-Cola has its product placement and sponsorship in events like American Idol and World Cup respectively to reach to a huge audience. During World Cup, a campaign “We All Speak Football” was launched to bring people together with a sense of optimism and happiness by drawing on its own universal brand (“News,” n.d.). This can be seen by leveraging on the brand name as it is the second most understood language (Keller et al., 2012, p. 553). This campaign helped to create a brand image which is fun and

This evidence can be seen in how Coca-Cola communicate the drink is best to satisfy the thirst, is stylish and part of a lifestyle (John, 2015) in their advertisements. Customers will get to enjoy the universal benefits regardless of which type of drink they choose (e.g. Coca-Cola, Diet Coke or Coca-Cola zero). Hence, no customers are seen being different with one another.

The consumers will be motivated to drink as they were given an impression that Coke is able to quench thirst through the various advertisements. Moreover, the drink is also associated with being trendy and stylish. Based on Maslow’s hierarchy of needs, the drinks helped to satisfy the lower level needs (i.e. thirst). To meet the social needs, Coca-Cola wants consumers to associate drinking Coke to be stylish and trendy by using celebrities (e.g. Wayne Rooney and Cristina Aguilera). This way, the customers feel they are famous and part of a higher circle when being accepted by their friends and associates.

Coca-Cola used interactive marketing to get people involve, this is in line with the idea of fun and entertainment. An example is the “Coca-Cola vending machine”, which motivate people to follow the dance moves using boy band named “2 PM”, and be rewarded with bottles of Coke (Journey,