Essay by peddymanUniversity, Bachelor'sB+, March 2007

download word file, 8 pages 3.0

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1.0 Organizational background1

1.1 Overview1

1.2 Structure1

1.3 Image and positioning2

1.4 Objectives- corporate and marcoms2

2.0 Content analysis3

2.1 Planned messages3

2.2 Product messages3

2.3 Service messages4

2.4 Unplanned messages4

3.0 Tabulation and analysis5

3.1 Research approach5

3.2 Analysis and findings6

3.2.1 Logo6

3.2.2 Corporate colours6

3.2.3 Consistent message6

3.2.4 Common image6

3.2.5 Common tone6

3.2.6 Coordinated strategy7

3.2.7 Common objectives7

3.2.8 Multiple communication disciplines7

3.2.9 Multiple audiences7

3.2.10 Cross functional teams8

3.3 Recommendations8

1.0 Organizational background

1.1 Overview

Coca-Cola was invented by Dr. John Stith Pemberton in Atlanta in 1886. Over time the Coca-Cola Company has become the leading producer of soft drinks in marketplace and is ranked number one in carbonated soft drinks and juice drinks, number two in sports drinks, and number three in bottled water in 2005. Today, it has already marketed 2400 beverage products in more than 200 countries around the world (The Coca-Cola Company, 2006).

Although the Coca-Cola Company is strong enough in the soft drinks market, it still has to face the challenge of Pepsi, which is its major competitor in the global market. This paper will aim to analyse the Coca-Cola Company's integrated marketing communications processes, then evaluate its effectiveness in integration. Finally, recommendations will be produced by analyzing a tabulation.

1.2 Structure

E. Neville Isdell leads the Coca-Cola Company into the new century with a firm commitment to the values and spirit of the world's greatest brand. In 2005, Coke earned $2.04 per share, an increase of $0.04--2 percent--over 2004. As Coca Cola is a large multinational company, each country has its own Head Office and departments. The Coca-Cola Company is geographically split into five geographic operating segments, also known as strategic business units (SBU's), which are North America, Africa, Asia, Europe, Eurasia and Middle East and Latin America. If...