Integrated marketing communications (IMC)
Integrated marketing communications (IMC) is a strategy that is collaborative and uses promotional advertising function where targeted consumers receive compatible and convincing brand messaging via various advertising channels in an integrated manner to pass customers through making the decision process. In this article, I will look at the integrated marketing communication of the Coca Cola Company. In the innovations and emergence of technology, integrated marketing communication has become crucial to companies. The communication vehicles that Coca Cola uses are; banner ads, print marketing, and television marketing. Coca Cola utilizes a marketing mix of marketing strategy to promote its products where more is placed on social media, and for sales promotion, they use web interactive. The marketing scope of Coca Cola is very effective and suitable. However, Coca-Cola has done different marketing that has a huge effect on culture and community. How Coca Cola packages its products has become a necessary brand and picture. For many years now, Coca Cola has been rated as the best soft drink producing company worldwide due to its aggressive and rigorous marketing. For the direct advertisement, Coca-Cola utilizes an exclusive strategy to make some facilities like cinema only trade their items, removing the direct rivalry in the market.
The enhancement of science and technological developments such as social media advertising channels and the Web has instigated its strength in the market. The social media marketing of Coca-Cola has resulted in millions of loyal buyers. It has various approaches, which give people social networking sites knowing that their goals and purpose are to maintain consistency. The Coca-Cola enterprise sales promotions are focused on two classifications of items; retail and foodservice. Foodservice looks at Coke with food matching to enhance the menu’s purpose and the specifications of strong drinks. On the other hand, retail is to achieve the connection between the organizations while consists of point-of-sale (POS) methods and direct store distribution. Looking at the POS, Coca-Cola has a brand logo for in-store sales and the company, whereas direct store delivery is crucial in the value chain mechanism. However, this concept generates mobile marketing choices; the enterprise printed its logo in bright red distribution Lorries. The international presence of Coca Cola has been due to the diversity of marketing, Web-based interactive, direct trading, and sales promotions. The examining and evaluating Coca Cola media efficiency and consistency can only be analyzed in one brand. Looking at the market share, Coca Cola has generated and traded their products in excess of 200 nations worldwide and has hired more than 150,000 workers, both skilled and unskilled. Coca Cola Company is undoubtedly the market leader for all sorts of soft drinks. Therefore the IMC of Coca-Cola Company has yielded multiple accomplishments; it has recorded high sales and revenues, has promoted its brand awareness, and has helped the company position itself in the internal market as it has become the top of the industrial chain.