Communication Strategies of Coca Cola-Free-Samples for Students

Question: Discuss about the Integrated Marketing Communication Strategies of Coca Cola. Answer: Introduction Social media has an immense influence upon the business strategies of any organisation as the integrated marketing communication has opened up the new avenues for business to accumulate competitive advantages and profitability at the same time (Wang, 2015). Here, the use of integrated marketing communication through social media would be discussed based on the case study of Coca Cola. In the following manner the overview of the company and recommendation for marketing strategies would be evaluated in the following manner. Company background Coca Cola was established in 1950, in Australia and soon become an integral part of the Australian culture. The company has its recognition in terms of worlds leading soft drink brand and currently operating in almost 200 countries globally (Benard et al. 2015). The company has provided its consumers with variety in soft drinks products starting from coca cola to coke zero. Combined its business with its bottling partner Coca-ColaAmatil, the company has succeeded in providing more than 240 products that encompasses low diet drinks to regular ones. Though in Australia Coca Cola does not have certain target markets but the company focuses more in the younger generation and produced commodities in accordance with their preferences. Coca Cola basically adopted integrated marketing communication strategies through social media marketing in order to communicate with its target market and promote the brand as well regard (Coca-Cola Australia, New Look - Same great feeling. Discover our bran ds and stay up to date with the latest news and special events, 2017). Therefore, through explaining the current use of social media platform the possibilities could be evaluated. Summary of social media use, objectives and effectiveness Coca cola is already a big name in the Australian market and is at the centre of the hearts of its consumers due to its constant presence in top social media platforms. At their official Facebook page coca cola has attracted more than 63 million fans and could sustained without even updating their page due its international popularity (Zorgati Elfidha, 2015). While, other brands like red bull has to update on daily basis in order to maintain the consumers interest. The company has focused on presenting its new products in an innovative manner such as the promotion of diet coke in the Facebook page with fashion content and a model consuming diet coke. Figure: advertising diet coke through fashion content and a model Source: (Wang, 2015). On the other hand, the organisation has concentrated upon social media marketing strategies in terms of through empowering different communal festivals that also have helped the company to create string present in international markets like India as it is able provide a sense of respect and gratuities from the particular consumer section (Wang, 2015). Figure: Sources: Similar to Facebook Coca Cola has also utilised other social media platforms like Twitter, Instagram and so on. Instead of the benefits of social media marketing and integrated marketing communication, there are certain potential risks associated with it in terms of the crisis in public relations such outburst of false information in relation to the product could create the negative impact for the brand. Along with this, legal complexities, offended audiences, the breach in security and high level of competition are also involved in this regard (Coca-Cola Australia, New Look - Same great feeling. Discover our brands and stay up to date with the latest news and special events, 2017). Though coca cola had a significant social media fail which could be described in terms of a post produced by coca cola on a Russian social media platform called Vkontakte, that is almost same as Facebook, but failed due to its inappropriate way of presenting the Russian map covered with snow and with an b ackdated slogan which had offended many Russian consumer all around the world. Hence, in terms of success, the IMC approach adopted by Coca Cola has delivered a remarkable standard in relation to social media marketing (Gupta, 2011). The integrated marketing communication has evidently contributed in delivering comparative importance in relation to competitive advantages. Since its inception before one hundred and thirty years of business coca cola has witnessed several failures but in the social media platform, it has evidently delivered a unique marketing practice which could be considered as a great example in this regard. Hence, as long as the company is utilising the IMC strategies its place at the top of soft drink industry could not be replaced (Karnani, 2012). The below figure would help in understanding the effective presence of Coca Cola in the social media platforms. Figure: Source: (Karnani, 2012). Recommendation Based on the evaluation of the above mentioned company and its integrated marketing communication strategies one recommendation could be made in order to enhance the enhance the effectiveness and influence of the company upon its target market (Gertner Rifkin, 2017). The suggestion is based upon the SWOT analysis of coca colas social media marketing. The aspects are, Strength Weaknesses Consumer centric marketing activities Evident presence in SM channels Huge amount of fan following. Ability to connect with wide range of international markets (Finne Grnroos, 2017). Emerging new social media platforms Lack of interaction with consumers due to popularity Ignoring older generation. Opportunities Threats Strong and loyal community of fans Communicate with happy consumers through SM. Use of creative content to attract consumers. Negative comments from hurling consumers Dominating presence of the rival company Threat of substitutes in the market. Thus, it could be recommended that the respective organisation must generate interactive session through online or live chat where the feedback and demand of consumers could be recorded (Benard et al. 2015). On the other hand, the company could also include campaign targeting the older generation which could also increase consumer base as soft drinks are not meant for any particular age group only. Conclusion In conclusion it could be stated that the Coca Cola has manifested a remarkable example of integrated marketing communication practices and has also gained a remarkable position in the market. But through the recommended aspect the company would be able to maintain a long term presence and dominance in the soft drink industry and the market as well. References Benard, K., Oketch, O., Matu, P. (2015). Innovation in the Language of Coca Cola Television Advertisements.Mediterranean Journal Of Social Sciences. https://dx.doi.org/10.5901/mjss.2015.v6n4s2p375 Coca-Cola Australia, New Look - Same great feeling. Discover our brands and stay up to date with the latest news and special events.. (2017).Coca-cola.com.au. Retrieved 12 August 2017, from https://www.coca-cola.com.au/en/home/ Finne, ., Grnroos, C. (2017). Communication-in-use: customer-integrated marketing communication.European Journal Of Marketing,51(3), 445-463. https://dx.doi.org/10.1108/ejm-08-2015-0553 Gertner, D., Rifkin, L. (2017). Coca-Cola and the Fight against the Global Obesity Epidemic.Thunderbird International Business Review. https://dx.doi.org/10.1002/tie.21888 Gupta, S. (2011). MIR talks to Stan Sthanunathan, Vice President of Marketing Strategy and Insights, Coca-Cola Company.Gfk Marketing Intelligence Review,3(1). https://dx.doi.org/10.2478/gfkmir-2014-0056 Karnani, A. (2012). Corporate Social Responsibility Does Not Avert the Tragedy of the Commons - Case Study: Coca-Cola India.SSRN Electronic Journal. https://dx.doi.org/10.2139/ssrn.2030268 Wang, M. (2015). Brief Analysis of Sports Marketing Strategy Adopted by Coca Cola Company.Asian Social Science,11(23). https://dx.doi.org/10.5539/ass.v11n23p22 Zorgati, I., Elfidha, C. (2015). Social Media and Customization of the Relationship: The Case of Coca Cola Tunisias Facebook Fun Page.International Journal Of Research In Business And Technology,7(3). https://dx.doi.org/10.17722/ijrbt.v7i3.392