Question

I need a business marketing plan about 1200 words
Assessment 1 – Your Favourite Brand: Developing Marcomms Worth 20%
Specific task: Creating marketing communications for your favourite brand, Image evaluation and creative
marketing communications development.
Pick a brand or product that you personally like and assess their current market situation and then create some marketing communication content to promote the brand image to their key target markets.
Specifically, to do:
PART 1:
Using the following Headings:
1. Describe the brand and what it means to you? Why do other people like it?
2. Provide a very brief company description/history
For this section you will need to:
(1) Identify its typical customers. Make sure you provide evidence to support your argument e.g., blogs, forums, articles etc.
(2) Identify its competitor set and who is the biggest threat and why? Make sure you provide evidence to support your argument e.g., blogs, forums, articles etc.
(3) Do a Marcomms Audit and Assess the current image of the product or brand by providing examples of its current advertising (Television, print and social media) and identify its positioning in the marketplace against its competitors image. Importantly JUSTIFY how you came to that conclusion.
(4) Do a positioning statement for the brand/product using Rossiter et al’s, Rossiter and Percy Grid, T-C-B model, I-D-U models(where appropriate).
(5) On the basis of your positioning statement please describe its brand promise to its target market. NB: Part 1 Word limit up to 700 words

PART 2: (Worth 10 marks)
1. CREATE a Television advertisement, a magazine advertisement and 2 social media marcoms that suits your brand and justify how it would suit the brand image and appeal to the intended target market.
Use Rossiter et als creative approach to explain in specific detail why you used specific design elements in your advertisements
2. Further, explain you know it will be actually seen by the intended target audience by briefly explaining their media consumption patterns.
Part 2: Word limit up to 500 words
Submission Format of the 6 page report
1. Individual work is expected … this is not a group assignment. 2. Submit a PDF document via Moodle and Turnitin with:
• A maximum of 6 pages of text (1200, 1.5 line spacing Font 12, margins of 2.5cm all around, Times New Roman) as the main body of the assignment.
IMPORTANTLY Appendices are not part of these 6 pages and can be as long as you need them to be. Your ads should be attached here. • No handwritten work will be accepted
3. You are to include/do:
• An executive summary – NOT counted as a page
• Title page – NOT counted as a page
• Table of contents – NOT counted as a page
• Reference page- with a detailed list of references (must include list of all references to materials used (i.e., websites, databases, government publications, industry reports, journal articles, books).
? Use the Harvard referencing system – see attached pages. • Relevant appendices
• Relevant tables, graphs, charts, etc.

Integrated Marketing Communications

Introduction

Marketing communications are among the major areas that every brand should focus on. This is because it is the avenue through which a brand communicates to customers and prospective ones. It also creates a brand image, which enables the positioning of the products in the market, earning a competitive advantage. Successful marketing communications can lead to the rise of a brand beyond its products. This report focuses on Coca-Cola as a brand and creates and marketing communication plan. 

Part 1

Coca-Cola Brand

The Coca-Cola Company is an American global beverage brand whose headquarters is in Atlanta, Georgia. It is the world’s favorite soda brand and one of the most valuable brands globally (Fxssi.com, 2020). Coca-Cola is a household brand that has been embraced by over 1.9 billion people a day. It has been able to reach this far by ensuring its presence in over 200 countries worldwide (Feloni, 2016). To me, it is a very dynamic brand that is never overcome by time. It is a youthful brand despite being functional since 1892 (Britannica, 2020). The Coca-Cola Company has emphasized its brand more than its product. This makes it to be liked across the world.

The Typical Coca-Cola Customers

Coca-Cola brand targets customers from the general public. Everybody needs a beverage to quench their thirst, and that is what precisely the brand offers. The typical customer for Coca-Cola products has no specific age. However, the brand targets the busier lifestyle and the dynamic generation of young people. Most of the consumers of the brand’s products are students and family-oriented (Cola War, 2012).  The typical Coca-Cola customer is a happy, fun, and entertainment-loving one. For example, most of the brand’s advertisements create a sense of fun and entertainment. In totality, it is positioned as a brand for all people.

Coca-Cola Competitors

The global beverage product market is one of the most competitive environments. Among the main competitors of Coca-Cola include Pepsi, Dr. Pepper Snapple, Red Bull, Nestle, and Parle. However, the market is filled with many other brands that this report will not feature (Pratap, 2018). Among these brands, Pepsi is positioned as the biggest threat to Coca-Cola. Pepsi produces and sells soft drinks the same as Coca-Cola products, and this similarity makes them positioned among the greatest market shareholders of the beverage scape. According to a report by Kantar, Coca Cola brand was leading, followed closely by Pepsi and Nestle respectively (Newhart, 2019). However, Coca-Cola’s marketing activities position the brand as the best and most preferred among the customers.

Coca Cola Marketing Communication Audit

The Coca-Cola brand utilizes various communication channels to reach customers. This is because the brand does not have a specific target customer. It makes their marketing strategy designed in such a way to reach people from all walks of life. One of the most used media to promote the brand is newspapers.  Magazines are also widely used by the brand in its marketing activities to reach customers worldwide. Recently in the internet age, which has led to millions of people worldwide being connected, has become one of the widely used media by Coca-Cola to promote the brand (Dudovskiy, 2015). Television has also been an instrumental tool in the marketing of Coca-Cola products. The company also advertises its products in cinemas and other outdoor channels like billboards. The main aim of this diversified approach to communication is to reach as many diverse customers as possible. The Coca-Cola brand is positioned as a brand for fun and happiness for all. This is because of how its marketing message is packaged (Ferdman, 2015).

Coca-Cola Positioning Statement (TCB and IDU models)

The Coca-Cola brand is a soft beverage brand for all people from all over the world which gives the best feeling of bliss to the customers. The products bring people together to enjoy happy moments. The brand has a variety of products that serve the taste and preferences of every customer. The presence of the products in over 200 countries across the globe ensures that you taste the feeling of happiness in sharing Coca-Cola drinks with friends.

Coca-Cola brand Promise to the Target Customers

The Coca-Cola brand promise is refreshing the world in mind, body, and spirit and inspiring moments of optimism to create value and make a difference (Ahmed, 2016). This statement does not mention soft drinks or bottles. It promises to promote the customers’ mindset to live a happy lifestyle and create great memories. The statement promises the customers that the drinks will not only refresh and quench their thirst but also refresh their mindset and inspire an optimistic spirit that will steer the world towards creating a difference. The brand recognizes the diversity of its customers, and therefore, its messaging and promise bring an inclusive promise for a differentiated world.

Part 2

Advertisements for Coca-Cola

Television Advertisement

Audio

Simon: Hey, sir! I got fire in my throat (breathing heavily and sweating).

John: Do you want some Sprite to quench your thirst?

Simon: Sure! I can try it

(John hands a bottle of Sprite Soda to Simon)

Simon: Drinks.

As much swells under dialogue, the lyric is

Heard:

Obey your thirst, grab yourself a Sprite, and enjoy the moment.

Simon: The feeling is good. Bye

John: As always. Bye

Entertaining music plays

Video

The camera is up on the playing field with random basketball players exercising. Words: Thirst is good.

Cut to Simon going aside, feeling tired

Cut to John walking across the scene

Cut to Simon calling for help

Cut to John offering a solution

Cut to John giving a bottle of Sprite to Simon

Cut to Simon drinking helplessly

Cut to Simon waving bye to John

Cut to John waving back

Magazine Advertisement

“Share a coke with old friends to catch up and new friends to create memories. Live for the moment. Taste the feeling”

Social Media Advertisement

  1. “Follow the Coca Cola Twitter page and tweet a photo of you enjoying Fanta back currant and stand a chance to win a trip to Dubai”
  2. “Enjoy your thirst after a long day at work. Grab a Sprite and forget your struggles in a moment.”

Media Consumption Pattern of Coca-Cola Customers

Television remains a dominant media that people across the world get information. Consumption of the above television advertisement will reach many customers (Jones, 2020). Television advertisements are effective in creating a cognitive memory of the advertised brand. If well scripted, the advertisement creates a memory that most intended customers can relate to and adopt the brand’s solution (Saumendra, 2018).

The magazine advertisement will reach magazine article lovers who follow stories and articles worldwide. The advertisements will use the most popular magazines across the world. The reason why magazine advertisements are effective is because of the following reasons:

  • Magazine advertisements catch the attention of readers- Advertisements catch readers’ attention in magazines and are more likely to be effective in their decisions compared to other media.
  • Magazine advertisement is considered valuable- Consumers are more likely to have a more positive attitude towards magazine advertisements than other media.
  • Magazines are trusted and credible- consumers trust the information they see in magazines compared to social media and online videos.
  • Magazine audience is growing- The number of magazine brands and readers is growing due to the introduction of online magazines.

Social media advertisements will reach the most number of customers across the world. This is because of the growing online population that has embraced social media communication.  According to the World Economic Forum, most people worldwide have turned to social media for information  (Jones, 2020).  Social media also forms the most effective channel through which referral marketing can be done. It is also cost-effective compared to other means of advertisement.  This will ensure that the Coca-Cola brand gets its return on investment (ROI) from the advertisement run through social media.

Recommendations

 Brands targeting the mass market should define their advertisement message and creativity well and use various media. This will ensure that they pass the required information and, through diversification, reach more customers.

Any brand should ensure that they fully understand their target customers. It will guide the brand on how to package their brand message and its positioning statement.

Brands should embrace the Internet in their advertisement. This will ensure that they reach the growing online community across the world.

Conclusion

Coca-Cola has always been a pacesetter in advertisement and has among the most robust brand equity in the world. Marketing creates strength in the brand name, and therefore, less focus is on product development. However, customers value the product based on the brand image created. Therefore, brands, however successful, should work hard through marketing to shift the focus of the customers from the products to the experience they sell.

References

Ahmed, R. R. ( 2016). Strategic Marketing Plan for Coca-Cola – 2016. Karachi, Pakistan: Indus University Karachi Pakistan.

Britannica. (2020, May 6). The Coca-Cola Company. Retrieved June 27, 2020, from Britannica: https://www.britannica.com/topic/The-Coca-Cola-Company

Cola War. (2012, November 16). Coca-Cola Targeting and Positioning. Retrieved June 27, 2020, from Cola War: https://softdrinkcolawar.blogpost.com/2012/12/coca-cola-targeting-and-positioning.html?m=1

Dudovskiy, J. (2015, February 12). Coca-Cola Marketing Communications: A Critical Analysis. Retrieved June 27, 2020, from Necessary Knowledge to conduct business research: https://research-methodology.net/coca-cola-marketing-communications-a-critical-analysis/

Feloni, R. (2016, February 19). 7 strategies Coca-Cola used to become one of the world’s most recognizable brands. Retrieved June 27, 2020, from Business Insider: https://www.google.com/amp/s/www.businessinsider.com/strategies-coca-cola-used-to-become-an-iconic-brand-2016-2%3famp

Ferdman, R. A. (2015, October 5). How Coca-Cola has tricked everyone into drinking so much of it. Retrieved June 27, 2020, from The Washington Post: https://www.google.com/amp/s/www.washingtonpost.com/news/wpnk/wp/2015/10/05/how-coca-cola-gets-its-way/%3foutputType=amp

Fxssi.com. (2020, June 3). Top 10 World’s Most Valuable Brands in 2020. Retrieved June 27, 2020, from FXSSI: https://fxssi.com/top-10-most-valuable-brands

Jones, K. (2020, April 9). This is how COVID-19 has changed media habits in each generation. Retrieved June 28, 2020, from World Economic Forum: https://www.weforum.org/Agenda/2020/04/covid19/-media-consumption-generation-pandemic-entertainment/

Newhart, B. (2019, May 23). Coca-Cola, Pepsi, Nescafe top Kantar’s Brand Footprint Rankings. Retrieved June 27, 2020, from Beverage Daily: https://www.beveragedaily.com/Artivle/2019/05/23/Coca-Cola-Pepsi-Nescafe-to-Kantar-s-Brand-Footprint-rankings

Pratap, A. (2018, October 10). Competitors of Coca-Cola Company. Retrieved June 27, 2020, from Notesmatic: https://notesmatic.com/competitors-of-coca-cola-company/

Saumendra, D. (2018). Television Advertising Effectiveness: A Cognitive Recall Mechanism. Pacific Business Review International Volume 10 Issue 8, February 2018, 15-20.