Part A. Analyze the IMC (especially online) initiatives of Coca Cola corporation
ID: 432345 • Letter: P
Question
Part A.
Analyze the IMC (especially online) initiatives of Coca Cola corporation (Pick any one of their brands – Coke, Diet Coke, Sprite etc) and write a detailed report on their strategies implemented using a) Paid Media b) Owned Media and c) Earned Media. Also mention what kind of online CRM measures have been utilized by Southeast Missoui State University to engage its target audience. Please be detailed in your report, highlighting what tactics are working and what are falling short based on YOUR opinion. Support your arguments using materials taught in this course.
Part B.
Imagine you are interviewing with Coca Cola Corporation (the brand you picked in Part A) to be a part of their Digital Marketing Team. As a part of your interview process, you are required to provide 5 ideas/ strategies/ tactics involving the Coke’s digital marketing initiatives using a) Paid Media b) Earned Media and c) Owned Media. Also mention what kind of metrics you will be recommending to evaluate the strategies suggested by you.
Explanation / Answer
Coca-Cola is definitely one of the biggest brands in terms of implementation of proper Integrated Marketing Communication strategy. Company has successfully implemented this structure into the organisation as it uses multiple approaches for providing promotional as well as other events. This type of approach helps Coca-Cola to maintain high quality standard in Operation regarding internal communication as well as it also provide positive approach for the increment in overall sales of the specific product.
Sprite is a product of The Coca-Cola Company which is world's biggest soda company and operates in multinational structure.
Sprite is a caffeine free product manufactured by coca-Cola. This product is available in many countries including Germany, uSA and most of the parts of the globe where Coca Cola operates its business structure. Sprite is focusing on creating impact in the market as it is and caffeine free cool drink which is available at different locations across the globe. Europe and Asia are the main markets for justice Pacific cold drink. Some reason oriented drinks are also available in Germany which includes a Sprite lemon lime herb.
Raw materials are originated from the location of the manufacturing facility. Water is extracted from the ground and wastewater is put in the ground by treating it. Uses of the renewable energy for manufacturing their products and other business operations, Sprite has successfully developed a better market structure for its supply chain.
As it is a Coca Cola product, it is having an extremely well designed mejestic systems which distribute the product across different regions and Markets. Manufacturing plants only consists of 10% in the supply chain network, delivery and maintenance of different aspects such as providing products to the specific market is done via extremely efficient and advanced supply chain delivery system of Coca-Cola.
Coca Cola is working for reducing the harmful manufacturing solutions to improve its overall supply chain. Reducing hydrofluorocarbons and removing the refrigeration solutions which uses this type of combinations supply chain is also an essential part which pride is focusing on to deliver the goods at a better term.
Pride has a verified availability of distributors and marketers as it directly uses all the market structure created by Coca-Cola because being a Coca Cola brand. By focusing the target market of teenagers and targeting it as one of the most subtle drinks available in the market has been the main Criterion of capturing a specific market segment.
At the end Coca-Cola is focusing at creating a more green environment and leave less impact in its supply chain by using Sprite and other manufacturing processes of Sprite in cutting down emission of the greenhouse gases as well as using renewable resources for manufacturing their products.
Sprite has been one of the most successful products from Coca-Cola as a sprite was highly advertised by using internal Marketing Communication tools and using different social mediums as well as traditional mediums for increased impact on the customers. All of these approaches helped coca-Cola to build an identity for Sprite as a caffeine free drink in the beverage industry.
Creating integrative strategy for Sprite including heavy promotion over social media and giving it a specific brand identity by integrating its operational promotional as well as marketing strategy in two different sections. Promoting the product by multiple mediums enabled Coca-Cola to gain large segment of the market by increasing its brand availability.