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Coca-Cola Integrated Marketing


Daren Laidlaw

on 11 April 2014

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Transcript of Coca-Cola Integrated Marketing

The start of something big
Coca Cola
At Present
Coca-Cola Integrated Marketing
by Gordon, Kevin & Daren

Goal to become India's favourate soft drink
Committing $5 Billion till 2020 in India

Slogan History
The invention

Coca-cola was invented in May 1886 by Dr. John Pemberton
First sold to the public in Jacob's pharmacy in Atlanta, Georgia, USA
Sales in first year was only $50
In 1888 the company was sold to Asa Griggs Candler
Asa Griggs Candler
He was a real business man
Bought company for $2300
Marketed the product aggressively
Increased sales by 4000% from 1890 to 1900
Sold bottling rights in 1899 to Thomas and Joseph Whitehead
First Marketing Techniques
Hired travelling sales men
Gave coupons for free coke (affective,cognitive,conative)
Logos on calanders, newspaper ads
Posters, notebooks and bookmarks
Thinking global from the start i.e. USA
Branded merchandise
Coca-Cola advertising during the early 1900′s used young women as their spokespersons.
The first spokesperson of Coca-Cola was model Hilda Clark

Coca-Cola is often credited for creating the image of the modern Santa Claus as an old, jolly and fat man in a red and white suit.
Coca-Cola first used the red and white jolly Santa during the 1930′s
Advertisement budget $2.9 billion(2010)
More than Apple and Microsoft combined
1886 - Drink Coca-Cola
1904 - Delicious and Refreshing
1905 - Coca-Cola Revives and Sustains
1906 - The Great National Temperance Beverage
1917 - Three Million a Day
1922 - Thirst Knows No Season
1923 - Enjoy Thirst
1924 - Refresh Yourself
1925 - Six Million a Day
1926 - It Had to Be Good to Get Where It Is
1927 - Pure as Sunlight
1927 - Around the Corner from Everywhere
1929 - The Pause that Refreshes
1932 - Ice Cold Sunshine

1938 - The Best Friend Thirst Ever Had
1939 - Thirst Asks Nothing More
1939 - Whoever You Are, Whatever You Do, Wherever You May Be, When You Think of Refreshment Think of Ice Cold Coca-Cola
1942 - The Only Thing Like Coca-Cola is Coca-Cola Itself
1948 - Where There's Coke There's Hospitality
1949 - Along the Highway to Anywhere
1952 - What You Want is a Coke
1956 - Coca-Cola... Makes Good Things Taste Better
1957 - Sign of Good Taste
1958 - The Cold, Crisp Taste of Coke
1959 - Be Really Refreshed
1963 - Things Go Better with Coke
1969 - It's the Real Thing
1971 - I'd Like to Buy the World a Coke (part of the "It's the Real Thing" campaign)
1975 - Look Up America

1976 - Coke Adds Life
1979 - Have a Coke and a Smile
1982 - Coke Is It!
1985 - We've Got a Taste for You (for both Coca-Cola & Coca-Cola classic)
1985 - America's Real Choice (for both Coca-Cola & Coca-Cola classic)
1986 - Red, White & You (for Coca-Cola classic)
1986 - Catch the Wave (for Coca-Cola)
1987 - When Coca-Cola is a Part of Your Life, You Can't Beat the Feeling
1988 - You Can't Beat the Feeling
1989 - Official Soft Drink of Summer
1990 - You Can't Beat the Real Thing
1993 - Always Coca-Cola
2000 - Coca-Cola. Enjoy

2001 - Life Tastes Good
2003 - Coca-Cola... Real
2005 - Make It Real
2006 - The Coke Side of Life
2009 - Open Happiness

Linking the feeling with a coke

Sponsor world cup since 1978
Olympics since 1928
Boyne 10k road race in Drogheda (grass roots)
All major sporting/social events in countries
Diet coke and coke zero sponsor Greys Anatomy and Revenge on RTE 2 on Tuesday night from 9.00 pm to 11.00 pm.
Advertising ubiquity
Sponsorship & advertisement
Branding The Contour Bottle
A treasured hallmark, this single shape of packaging has achieved iconic status since its creation in 1915. The Coca-Cola logo itself is the single most recognizable brand in the world.
The main message on values
Tradition of coke
The red and white coca-cola logo
is recognized by 94% of the worlds population
2014 Share a coke
Concentrate on less developed Markets
Africa with 1.2billion potential customers
India with 3.2 billion potential customers
African major sales areas
Coke's IMC in Africa is being part of community life
They do this through initiating:
Sports Development
Educational Development

Coke links its advertising with peoples aspirations
It does this through TV & other traditional advertising methods like billboards
Football a passion of Africans is one aspiration that is used and ties in with the community scholarships
Coke looking to become India's favourate soft drink
Infrastructure not ready to
support high volumes of
Internet users yet!!
Starting with Newspaper advertising then followed by TV & Radio advertisement campaigns using Bollywood stars:
Deepika Padukone
Farhan Akhtar
Currently trailing
Coke making a 5 Billion $ investment till 2020
Aim is to push Coca-Cola as the priority brand
Currently selling at discount to attract customers
Coke to invest big in China
4 Billion $ that will be split between
Marketing & assets like Plants & Transport links
2 Integrated Marketing Communication strategies
Firstly: Promote their carbonated drinks in second & third tier cities as well as the countryside

Local partners for distribution
to compete with local brands
Carbonated drinks currently account for 60% of Coke's portfolio in China
Water & juices gaining popularity
Second Integrated Marketing Communication Strategy
Promoting low & no calorie beverages
Supporting Physical activity programs
Not advertising to children under 12
Obesity major health issue
Coke to target major cities with lo & no cal bevrages

Healthier drinks starting to take a large share of the market as carbonated drink sales decrease
China accounts for 8%
of total coke sales
Third highest after USA & Mexico
2014 World Cup Coca-Cola official soft drink
They have unveiled 18 special adition bottles with flags of host countries past & future
Interactive element for sending messages & avitars through
This is backed up with print & broadcast adverts to promote on this world stage
Using interactive elements & social media the Coca-Cola brand is being brought to the next level
Using the happiness and friendship
2014 Coca-Cola world cup bottles have augmented reality programs designed round for that extra fun element
IMC Strategy
Sales Promotion
Direct Marketing
Interactive Marketing

Interactive Marketing
One Main Site Linked To All Others
OVER 700
and counting
Intentional or not? You Decide.
88 countries
266 days
Hospitality tents
Sochi 2014
Vladimir Putin
Share A Coke Campaign 13/14
Inbound Marketing
Ads Ads Ads
Guerrilla Marketing
Inside The Happiness Factory
Bringing You Closer
To The Brand
Daren " You're On"
Full transcript