Coca Cola & Integrated Marketing Communications

903 WordsNov 18, 20134 Pages
Coca-Cola and Integrated Marketing Communications Coca-Cola and Integrated Marketing Communications In 1893 the Coca-Cola logo became a registered trademark. This marked what would become most recognizable brand around the world. If you have a television, radio, or get out now and then it is almost impossible to not be exposed to some form of marketing campaign or advertising of Coca-Cola products. Coca-Cola is a thriving global corporation that is firmly embedded in 206 countries and is a $67 billion dollar corporation (CNBC, 2013). Coca-Cola’s Senior Vice President of Integrated Marketing Communications, Wendy Clark, is responsible for Design, Marketing Communications, Media, Sponsorships,…show more content…
Many of the pricing promotions are enabled by Price-Off (off-invoice or off-list) as a straight discount to the vendor during a specific period of time or based on volume purchasing (Kotler, P. & Keller, K., 2012, p. 521). The Marketing Mix Coca-Cola is everywhere! How did they get that way? Through an outstanding marketing mix. They are very attentive to the original four Ps of the marketing mix; product, price, promotion, and place. As the four Ps evolved into people, processes, programs, and performance, so did Coca-Cola’s management of them along with the original tenants as well (Kotler, P. & Keller, K., 2012). When we talk about their products we have to note that Coca-Cola has 500 different brands, including Coke, to appeal to the various tastes of consumers around the world. They have various sizes of products they offer in order to fit the many different consumer wants. Their products have very readily identifiable branding/logos (such as the golden arches for McDonald’s). Coca-Cola even introduced a new soda fountain dispenser called the Coca-Cola Freestyle Jet Machine. This soft drink dispenser is capable of producing 140 variations of the various Coca-Cola products from a retro looking soda machine with a touch screen for the users. The machines are wired to the internet and collect all dispensing data that is accessible by the corporate headquarters in Atlanta so they may gather sales data and demographics to aid in their strategic planning

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