15 years in B2C / B2B tech marketing end-to-end marketing focus on product & customer 100+ product launches over $1B in combined revenue 350M+ installed base reach 25+ global team leadership UC Berkeley MBA (Haas) background ", "Fresh and simple. Annual sales in excess of forty six billion USD and a ranking of #4 of the World’s Most Valuable Brands place Coca Cola squarely on the global market. Revenue has recently been listed at forty six billion USD, with a profit margin of 15.43% and a book value per share of six dollars and ninety five cents USD (Yahoo! The main reason why a multi platform campaign is necessary is the complexity of their objectives: educating users about the concept, giving them the feel of the collection is best executed trough TikTok. The reason you decide to start an integrated campaign can be the fact that even though you have one well-defined crowd you'd like to reach, you aim to get to them from different angels, making sure you make a memorable impression. POS displays include brand specific coolers for in-store sales along with vending machines which carry Coke products. So much of the brand image is immediately recognizable, right down to the bright red and white lettering of the names Coke and Coca Cola. O2 - Be More Dog. Choose the right social platforms - Let your customers guide you! New products, online games, and social, cultural and sporting events are the focus of the Coca Cola Website content (Darakeva, 2013). Integrated Marketing Campaign case study 1. We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. Our Manager Enterprise plan allows you to create beautifully edited presentations and PDF files of the estimated results as well as the outcome of the project in form of a summary report in just one click. Synergy :). Food service activities emphasize Coke products in food pairings, menu optimization, and specialty beverages. Soda: http://popvssoda.com/, Perner, L. (2008). The campaigns was divided into three segments: Instagram influencers, TikTokers and Brand Ambassadors. Our daring talent managers decided to go with an integrated campaign on Instagram and TikTok for the sake of reaching the target groups on the right platform, at the right time, since Generation Z is more active on TikTok, while Millennials still hold on to Instagram as well. Coca Cola on the Forbes World's Most Valuable Brands List. “Leave your legacy. A comparison of the relative importance of the Coca Cola IMC components reveals a marketing communications mix which is iconic. (2014). Finance. In the southern U.S. the beverage is so pervasive that all soft drinks, typically referred to variously as soda, pop, or soda pop, are called Coke (McConchie, 2015). Now its Puma's turn to show us how it's done! Seven TikTok videos generated a million unique views and 190k positive engagement while the created 6 Instagram posts' engagement was more than 460k. Welcome to the magical world of integrated marketing! Based on the objectives and knowing your target groups you can now identify the most suitable platform. The more concrete your ideas are, the easier it is to find the right channels. Although, that is not the primary reason- as in general, both age groups are consumers of these platforms. Such foods may be combined with Coca Cola brand drinks for menu optimization, which may include specialty beverages such as Diet Coke, Cherry Coke, and others (CokeSolutions, 2014). restaurants and movie theatres only offering Coke products, eliminating any direct competition. (2015). The efficiency of the combined IMC elements has proven to be quite lucrative. This will help you find the keywords to look for when using our influencer search filters and hashtag search to find the perfect fit for your brand. The elements which are expended in regards to the integrated approach, the comparative importance of the components, component efficiency, and the overall success of the IMC approach have combined to create a sensation that customers have warmly embraced. Clipping is a handy way to collect important slides you want to go back to later. So here's a little to-do list for integrated influencer marketing campaigns: what do we need to know before boldly jumping into anything? Coca Cola products are consumed world-wide as a direct result of retail and in-store marketing efforts which are meticulously detailed. This imagery is carried out globally, and is so established and acclaimed world-wide that even in languages that may not be familiar in local markets are readily known by consumers (Wikipedia, 2015). Results: 2X ROI; best-in-four-years Q4 sales; 30% YoY increase in direct revenue; Telly Award for the video trailer. Scribd will begin operating the SlideShare business on December 1, 2020 Internet marketing of the Coca Cola Company. Retrieved February 28, 2015, from Indan Country Today Media Network: http://indiancountrytodaymedianetwork.com/2014/02/03/coca-colas-america-beautiful-super-bowl-ad-causes-stir-153391, McConchie, A. See our User Agreement and Privacy Policy. When your campaign objectives are complex you must diversify: maybe at the beginning of the campaign you only wish to educate your potential customers and the sales incentives only come in built to this first phase. Coca Cola's Original Coke: Marketing Communication Mix. This new generation of Puma Rider Sneakers targets mainly the Generation Z and Millennials, with a special focus on Brand Ambassadors. The logo and bottle designs are immediately recognizable throughout the world, and are integral to the brand’s image and recognition in the marketplace (Wikipedia, 2015). The Pop vs. Reach the same niche target group from multiple sides. The Coca Cola IMC messaging has established a longing for the product that supersedes the desire for that typically associated with a drink to quench one’s thirst (Dudovskiy, 2015). Finance: http://finance.yahoo.com/q/ks?s=KO+Key+Statistics, This website uses cookies to improve service and provide tailored ads. Retrieved March 1, 2015, from Simply Measured: http://simplymeasured.com/blog/2014/05/22/lessons-from-coca-colas-social-media-strategy-cohesive-campaigns-and-creative-content/, Wikipedia. ... Identify the Advertising Objectives of the Campaign . Retrieved March 1, 2015, from CokeSolutions: http://www.cokesolutions.com/MarketingTools/Pages/Site%20Pages/Strategies%20and%20Solutions.aspx, Darakeva, V. (2013). The devices operated incorporate vendor company partnerships designed for exclusivity, i.e. The essence of Integrated Marketing Campaigns (IMC) is that the chosen promotional activities are connected to the objectives and target groups but most importantly, the focus is on the inter-connection between the different promotional activities. We already mentioned their 80's style campaign in one of our short case studies, at least as far as figures go, but never did we go deep into the strategy and execution, nor did we mention the main point here: what can this project teach us about integrated campaigns? Retrieved February 28, 2015, from Blogspot: http://cocacolasoriginalcoke.blogspot.com/2009/04/marketing-communication-mix.html, Yahoo!

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