Coca Cola Essay

1895 words - 8 pages

1.0 Organizational background11.1 Overview11.2 Structure11.3 Image and positioning21.4 Objectives- corporate and marcoms22.0 Content analysis32.1 Planned messages32.2 Product messages32.3 Service messages42.4 Unplanned messages43.0 Tabulation and analysis53.1 Research approach53.2 Analysis and findings63.2.1 Logo63.2.2 Corporate colours63.2.3 Consistent message63.2.4 Common image63.2.5 Common tone63.2.6 Coordinated strategy73.2.7 Common objectives73.2.8 Multiple communication disciplines73.2.9 Multiple audiences73.2.10 Cross functional teams83.3 Recommendations81.0 Organizational background1.1 OverviewCoca-Cola was invented by Dr. John Stith Pemberton in Atlanta in 1886. Over time the Coca-Cola Company has become the leading producer of soft drinks in marketplace and is ranked number one in carbonated soft drinks and juice drinks, number two in sports drinks, and number three in bottled water in 2005. Today, it has already marketed 2400 beverage products in more than 200 countries around the world (The Coca-Cola Company, 2006). Although the Coca-Cola Company is strong enough in the soft drinks market, it still has to face the challenge of Pepsi, which is its major competitor in the global market. This paper will aim to analyse the Coca-Cola Company's integrated marketing communications processes, then evaluate its effectiveness in integration. Finally, recommendations will be produced by analyzing a tabulation.1.2 StructureE. Neville Isdell leads the Coca-Cola Company into the new century with a firm commitment to the values and spirit of the world's greatest brand. In 2005, Coke earned $2.04 per share, an increase of $0.04--2 percent--over 2004. As Coca Cola is a large multinational company, each country has its own Head Office and departments. The Coca-Cola Company is geographically split into five geographic operating segments, also known as strategic business units (SBU's), which are North America, Africa, Asia, Europe, Eurasia and Middle East and Latin America. If all these SBU's departments perform well that will continue the success of Coca Cola. In addition, there are 6 functional departments playing an important role within the Coca-Cola company-marketing, finance, packaging, sales, research and development, and administration (The Coca-Cola Company, 2006).1.3 Image and positioningThe position of Coke's products is to provide refreshment for all customers in the world by its unique flavor. Coke had a hit advertisement campaign "Always Coca-Cola," which it introduced in 1993 and discarded in 1999. Last year, it made an effort to update the "Hilltop" commercial for Coke Zero (Terhune, 2006). The change means Coke wants to catch up with current trends. Coca-Cola is being targeted at all age groups. From five years old to the aged, everyone is being targeted by the Coca-Cola Company. These segments of the market are being targeted by mass advertising, sponsorships, helping the community, and marketing (The Coca-Cola Company, 2006)1.4...

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