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Wajid Ali Haifa Saleem Nabita Ishtiaq Shakeel Aslam Hassan Naseer Rana Tassadaq 3335 3336 3353 3338 3328 3316


Coca-Cola was invented in May 1886 by pharmacist Dr. John S. Pemberton in Atlanta, Georgia. The formula & brand was brought in 1889 by Asa Griggs Candler. Coca-Cola currently offers more than 500 brands in over 200 countries and serves over 1.6 billion servings each day.

The company operates a franchised distribution system dating from 1889 where the Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory.

Communication Tools of Coca Cola

Coca cola uses IMC in order to communicate with its target. The communication plan is adapted regarding the market, the society, the potential, the product positioning etc. Coca cola is willing to be close to its consumers, to be part of the daily life, to become a kind of rituals attached to specific moments; for that they use social marketing to create emotions and affiliation with consumers, e.g. they raise funds for social causes like earthquake or hurricane. Also it always focuses on fun & entertainment as it is the main message they want to deliver. They adopt their message to target market based on some values: sharing happiness, fun, tradition of coke..

Tools of IMC
(Integrated Marketing Communication)

1. 2. 3. 4. 5. 6.

Advertising Personal Selling Publicity/Public Relations Sales Promotions Direct Marketing Interactive/ Internet Marketing

Advertising is defined as any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor. Coca-Cola uses the concept of aggressive advertising to promote its products. Thus advertising is the most important communication tool for the company as it has to cater mass consumer markets. They mainly does national advertising. Company introduces different themes and concepts to sell their product and advertises mainly in electronic media and out of home advertising. These advertisements build brand image and create awareness. Big names of Pakistan music industry & cricket industry mainly become the brand ambassadors of the Company, such as Ali Zafar, Shoaib Akhtar etc.

Slogans- A Memorable Journey

Coca Cola continuously uses new slogans in various countries ( also in Pakistan) and are very cheerful & attractive!!! Those slogans are. . . Thanda Matlab Cola-Cola Jo chaho ho jae Cola-Cola enjoy Ho yaqeen to khulein khushiyan Brrrrrrr!!! Open Happiness Have a Coke and smile

Mediums of Advertising
The mediums of advertising used by Coca-Cola are: 1. Print media: They use print media for advertisement. Although very rare, they have a separate department for print media. 2. Point of Sale & Point of purchase (POS & POP) Materials: Posters and Stickers display in the stores and in different areas. It also includes: a) Vizio cooler b) Freezers c) Display rack

T.V Commercials
TV commercials is one of the most attractive way of doing advertisement.

So Coca Cola Company does regular TV commercials on different channels.

It focuses on both the urban as well as the rural areas with its advertisements in accordance with the culture of country in which it operates.

Outdoor Advertising
Coca cola is very much conscious about their billboards and hoardings. They have so many sites in different locations for their billboards.
Billboards are usually found at cross roads, buildings, shops. Also in Pakistan the Coca-cola can be seen painted on walls, bus stands, dhaabaz etc.

It is essential to take a note that Billboards & banners, cut-out, holdings play an important role in promotion of coca cola. This is mostly because of its unique, eye-catching red colored brand logo. You would never miss it!!

Some Beautiful Billboards..

Direct Marketing
Coca-Cola uses direct marketing in many ways. First, the company forms partnership with various restaurants, movie theaters, hotels etc. to carry its product.
This way, when a customer orders a drink, the only brand they are offered is Coca-Cola, which forces them to buy a drink from that brand. By doing this, Coke forces out other competition, and keeps the restaurants, or other businesses, purchasing their product over and over again. e.g. McDonalds. Coca Cola also sponsors various entertaining and sporting events in Pakistan and around the world events like Coke studio, Cricket, Football, and Motor Racing etc.

Interactive/Internet Marketing
Coca-Cola uses the internet to promote its products. The company has its own website, which is quite simple to navigate through. The website allows customers to become interactive through various games, contests, shopping, and through a special section of the website that enables consumers to find out how they can help their community. Also in the modern era of communication and networking, the company uses various social networking sites like Facebook, YouTube, Twitter to connect with the consumers. A dedicated section is created on YouTube to see its videos. The internet marketing thus helps to reach to those consumers who can't afford to spend time on T.V and are always online.

Sales Promotion
Coca-Cola does sales promotion in two ways to quickly increase sales.
1. Consumer - Oriented sales promotion:
Getting Shelves Eye Catching Position Under The Crown Scheme

2. Trade - Oriented sales promotion:

Discounts to retailers and stores Return back allowances Merchandising assets Free goods or free tours

Publicity/Public Relations
Coca-Cola can address law suits, rumors, stories, new products, and activities. There is also a section of the website devoted to investors. Here, current, or future, investors can access financial statements and up-to-the minute stock information.
The Coca-Cola is also undertaking some projects as a part of their social cause and part of the corporate social responsibility around the world. Coca Cola also Sponsors events in cricket and music.

Personal Selling
Coca-Cola has many salespeople, who are individuals representing the company to communicate, sell, service, and build relationships with customers. These salespeople promote their product to different customers within their regions, and once they sustain a customer, they sell their products to them and service them many times per week.
These individuals form close relationships with the customers in order to continue business with them.

From this activity we can conclude that:

For any company to reach the peak in todays competitive era, has to use each and every component of the IMC. By understanding Coca-Cola we can say it the company is using IMC in an effective and efficient manner.

That is the reason why Coca-Cola is the market leader and one of the most valuable brands in the whole world including Pakistan.