U05a1 - Company's Integration of Marketing Communications
The Coca-Cola Company
Terry D. Copeland
June 23, 2013
Marketing is considered one of the most important aspects of a successful business plan, and its importance has increased due to global competition. The Coca-Cola Company is recognized as an innovator of marketing concepts and strategies. As marketing concepts have developed over time, Coca-Cola has remained a leader in the soft drink industry by evolving its marketing strategies to build customer loyalty and deliver a general brand experience (Coca-Cola, 2013). As markets become increasingly segmented, Coca-Cola (2013) remains dedicated to social interaction, real-time connection with clients, 24/7 customer engagement, and the development of new marketing platforms.
Early marketing concepts were predicated on having the right product at the right time in the right place. In today's increasingly competitive global market, companies need to ensure effective communication between the target market, the product, and the company in order to attain a prestigious position in the market (Vrontis & Sharp, 2003).
Coca-Cola utilizes a promotional mix of marketing tools that include advertising, direct marketing, Internet marketing, sales promotion, public relations, and personal selling to spread its brand across the globe.
Coca-Cola utilizes multiple techniques and materials in the promotion of its products and services. The most effective tool is its use of advertising across various types of media to generate customer loyalty and secure market share. Dudovskiy (2013) divides media into two categories: published media which includes newspapers, magazines, trade and professional press, as well as the Internet; and visual and aural media which includes television, radio, cinema, posters, billboards, and direct mailing. Newspapers are one of the most popular forms of media advertising utilized by many global brands. Coca-Cola (2013) is one of the companies that began using media...