brand ass

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ASSIGNMENT

ON

Marketing Communication Materials

Prepared For:

Professor Dr. A. K. Shamsuddoha

Course Teacher

MKT 511: Brand Management

Prepared By:

Somaiyah Sarwar

Class ID:2010-2-95-096

Summer Semester, 2011

Date of Submission: 12.08.2011

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Marketing Communication are the means by which a firm firms attempt to inform, persuade andremind consumers directly or indirectly-about the brands that they sell. Main MarketingCommunication materials used by a brand are as follows:

Media Advertising

Direct Response Advertising

Online Advertising

Place Advertising

Point-of-Purchase Advertising

Trade Promotions

Consumer Promotions

Event Marketing and Sponsorship

Publicity and Public Relations

Personal Selling

For this Assignment, the world famous brand Coca Cola has been chosen and marketingcommunication materials used by it have been tried to be identified.

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Coca-Cola is a carbonatedsoft drink sold in stores, restaurants, and vending machines in morethan 200 countries. It is produced by The Coca-Cola Company ofAtlanta, Georgia, and is oftenreferred to simply as Coke (a registered trademark of The Coca-Cola Company in the UnitedStates since March 27, 1944). Originally intended as a patent medicine when it was invented inthe late 19th century by John Pemberton, Coca-Cola was bought out by businessman AsaGriggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drinkmarket throughout the 20th century.The company produces concentrate, which is then sold tolicensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive

contracts with the company, produce finished product in cans and bottles from the concentratein combination with filtered water and sweeteners. The bottlers then sell, distribute andmerchandise Coca-Cola to retail stores and vending machines. Such bottlers include Coca-ColaEnterprises, which is the largest single Coca-Cola bottler in North America and Western Europe.The Coca-Cola Company also sells concentrate forsoda fountains to major restaurantsand food service distributors. The Coca-Cola Company has, on occasion, introduced other coladrinks under the Coke brand name. The most common of these is Diet Coke, with othersincluding Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-ColaZero, Coca-Cola Vanilla, and special editions with lemon, lime or coffee.

Coca-Cola's marketing communications mix consists of the following:

Advertising: According to Gary Armstrong and Philip Kotler, "Advertising is any paidform of nonpersonal presentation and promotion of ideas, goods, or services by anidentified sponsor." Coca-Cola has used advertising to build an image for its company.Here are some of the types of advertising that Coca-Cola uses:

Magazines:The company has also used magazines as a form of advertising,such as this 1950's ad in Time Magazine. By advertising in magazines, Coca-Cola can geographically and demographically select consumers that it wants totarget.

Media Advertising: Coca-Cola uses the television for advertisements. By usingthe television for advertising, Coca-Cola has gained good marketing coverage byappealing to consumer's senses. Coca-Cola's advertising has significantlyaffected American culture.Coke's advertising is pervasive, as one ofWoodruff'sstated goals was to ensure that everyone on Earth drank Coca-Cola as theirpreferred beverage. This is especially true in southern areas of the United States,such as Atlanta, where Coke was born.Some of the memorable Coca-Cola television commercials between 1960 through 1986 were written andproduced by former Atlanta radio veteran Don Naylor(WGST1936

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1950, WAGA 19511959) during his career as a producer for the McCann Ericksonadvertising

agency. Many of these early television commercials for Coca-Cola featured movie stars, sportsheroes and popular singers. The Coca-Cola Company purchased Columbia Pictures in 1982,and began inserting Coke-product images in many of its films. It uses movie stars, sportsheroes and singers for endorsing their products.

In mass media

Coca-Cola has been prominently featured in countless films and television programs. It was amajor plot element in films such as One, Two, Three, The Coca-Cola Kid, and The Gods MustBe Crazy. It provides a setting for comical corporate shenanigans in the novel Syrup by MaxxBarry.

Event Marketing and Sponsorship

Coca-Cola was the first commercial sponsorof the Olympic games, at the 1928games in Amsterdam, and has been an Olympics sponsor ever since. This corporatesponsorship included the 1996 Summer Olympics hosted in Atlanta, which allowed Coca-Colato spotlight its hometown. Most recently, Coca-Cola has released localized commercials for the2010 Olympics in Vancouver.

Since 1978, Coca-Cola has sponsored each FIFA World Cup, and other competitions organisedby FIFA. In fact, one FIFA tournament trophy, the FIFA World YouthChampionshipfrom Tunisia in 1977 to Malaysia in 1997, was called "FIFA Coca Cola Cup".[78] In addition, Coca-Cola sponsors the annual Coca-Cola 600 and Coke Zero 400 forthe NASCARSprint Cup Series at Charlotte Motor Speedway in Concord, NorthCarolina and Daytona International Speedway in Daytona, Florida. Coca-Cola has a long historyof sports marketing relationships, which over the years have included Major League Baseball,the National Football League,National Basketball Association and the National Hockey League,as well as with many teams within those leagues. Coca-Cola is the official soft drink ofmany collegiate football teams throughout the nation.

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Coca-Cola was one of the official sponsors of the 1996 Cricket World Cup held on the Indiansubcontinent. Coca Cola is also one of the associate sponsor ofDelhi Daredevils inIndianPremier League.

In England, Coca-Cola is the main sponsor ofThe Football League, a name given to the threeprofessional divisions below the Premier League in football (soccer). It is also responsible for

the renaming of these divisions until the advent of Coca-Cola sponsorship, they werereferred to as Divisions One, Two and Three. Since 2004, the divisions have been known asThe Championship (equiv. of Division 1), League One (equiv. of Div. 2) and League 2 (equiv. ofDivision 3). This renaming has caused unrest amongst some fans, who see it as farcical that thethird tier ofEnglish Football is now called "League One." In 2005, Coca-Cola launched acompetition for the 72 clubs of the football league it was called "Win a Player". This allowedfans to place 1 vote per day for their beloved club, with 1 entry being chosen at random earning250,000 for the club; this was repeated in 2006. The "Win A Player" competition was verycontroversial, as at the end of the 2 competitions, Leeds United AFC had the most votes bymore than double, yet they did not win any money to spend on a new player for the club. In2007, the competition changed to "Buy a Player". This competition allowed fans to buy a bottleof Coca-Cola Zero or Coca-Cola and submit the code on the wrapper on the Coca-Cola website

{www.coca-colafootball.co.uk}. This code could then earn anything from 50p to 100,000 for aclub of their choice.

Introduced March 1, 2010, in Canada, to celebrate the 2010 Olympics, Coca Cola will sell goldcolored cans in packs of 12 355 mL each, in select stores.

Outdoor advertising: Outdoor advertising is also a form that Coca-Cola uses.According to allbusiness.com, Coca-Cola, among other business, ranks one of the topusers of outdoor media (By advertising outdoors, Coca-Cola can strategically position it'sadvertisements and also achieve high repeat exposure.

Online Advertising: Coca-Cola uses the internet to promote it's products. The company

has it's own website, which is quite simple to navigate through. The website allowscustomers to become interactive through various games, contests, shopping, andthrough a special section of the website that enables consumers to find out how they canhelp their community.

Public Relations: As stated by Gary Armstrong and Philip Kotler, "Public relationsallows companies to build good relations with the company's public by obtainingfavorable publicity, building good corporate image, and handling or heading offunfavorable rumors, stories, and events." Coca-Cola handles public relations byincluding a press center on its website: . This section of the website allows consumers toview press releases, executive speeches, and statements made by the companyregarding current information. In the statements, Coca-Cola can address law suits,rumors, stories, new products, and activities. There is also a section of the websitedevoted to investors. Here, current, or future, investors can access financial statementsand up-to-the-minute stock information.

Personal Selling: Coca-Cola has many salespeople, who are individuals representingthe company to communicate, sell, service, and build relationships with customers.These salespeople promote their product to different customers within their regions, andonce they sustain a customer, they sell their products to them and service them many

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times per week. These individuals form close relationships with the customers in order tocontinue business with them.

Consumer Promotion: A sales promotion is an activity that is implemented to boost thesales of a product or service temporarily. Coca-Cola often runs sales with stores toquickly increase sales. Coke gives its product to the retailer for a lower price, and in-turnthe retailer sells the product on sale. To advertise for these sales, the retailer generally

runs an ad in their store sales circular at attract consumers. Direct Marketing Tools : Coca-Cola uses direct marketing in many ways. First, the

company partners with various restaurants, movie theaters, ect. to carry it's product. Thisway, when a customer orders a drink, the only brand they are offered is Coca-Cola,which forces them to buy a drink from that brand. By doing this, Coke forces out othercompetition, and keeps the restuarants, or other businesses, purchasing their productover and over again. Coca-Cola also uses it's name for sporting events, like theAllentown Iron Pigs baseball field. The Coca-Cola Field offers a fun time for family andfriends while only serving Coke products. This also allows for salespeople to inviteretailers to one of the many Coca-Cola boxes for great food, fun, and some "businesstalk", as well. Next, Coca-Cola has begun to use mobile advertising. According tomobilemarketingmagazine.com, Coke uses mobile graphics and texts to appeal to

markets on a more personal level. Point of Purchase: Coca Cola also uses point of purchase for selling its products

conveniently to consumers

Last, Coca-Cola uses viral marketing. The brand became a giant because ofindividuals telling their friends, family, or coworkers about how great Coke productswere. Today, the company can still use viral marketing to their advantage. For instance,when Coke produces a new product, and someone on their lunch break purchases that

new product, and enjoys it, they will tell others in the office about how great the newproduct is. This will cause others to purchase the product, and in-turn increase sales.

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Brand portfolio

Name Launched Discontinued Notes Picture

Coca-Cola

1886 The original version of Coca-Cola.

Caffeine-FreeCoca-Cola

1983 The caffeine free version of Coca-Cola.

Coca-ColaCherry

1985Was available in Canada starting in 1996.Called "Cherry Coca-Cola (Cherry Coke)" inNorth America until 2006.

NewCoke/"Coca-Cola II"

1985 2002 Still available in Yap and American Samoa

Coca-Cola withLemon

2001 2005

Still available in:American Samoa, Austria,Belgium, Brazil, China,Denmark, Federation of Bosnia andHerzegovina, Finland, France, Germany,HongKong,Iceland,Korea,Luxembourg, Ma

cau, Malaysia, Mongolia,Netherlands,Norway, Runion, Singapore,Spain,

Coca-ColaVanilla

2002 2005

Still available in: Austria, Australia, China,Germany, Hong Kong, New Zealand (600mL only) Malaysia, Sweden (Imported).Was called "Vanilla Coca-Cola (VanillaCoke)" during initial U.S. availability.

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Coca-Cola C2

2003 2007Was only available in Japan, Canada, andthe United States.

Coca-Cola withLime

2005Available in Belgium,Netherlands, Singapore, Canada, theUnited Kingdom, and the United States.

Coca-ColaRaspberry

June 2005 End of 2005Was only available in New Zealand.Currently available in the United Statesin Coca-Cola Freestylefountain since 2009.

Coca-Cola Zero

2005 Coca Cola with no sugar.

Coca-Cola M5

2005Only available in Federation of Bosnia andHerzegovina, Germany, Italy, Spain, Mexicoand Brazil

Coca-Cola

BlackCherryVanilla

2006 Middle of 2007 Was replaced by Vanilla Coke in June 2007

Coca-Cola Blk

2006Beginning of2008

Only available in the United States, France,Canada, Czech Republic,SlovakRepublic,Federation of Bosnia andHerzegovina, Bulgaria and Lithuania

Coca-

Cola Citra2006

Only available in Federation of Bosnia and

Herzegovina, New Zealand andJapan.

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EFFECTIVENESS OF COMMUNICATION MIX

Most organisations will try to measure the effectiveness of their advertisement and evaluate to

what extent they were able to communicate with their advertisement. And also the other factor

they look at is that how their sales have affected with their communication strategies.

From the points discussed above in marketing communication mix to check the effectiveness of

the tools used can be checked as follows:

1) Message that audience get from the advertisement: This helps the organisation to check

the, is that commercial able to convey the exact message that they wanted to share with

the audience. In the strategies discussed above of Coca-cola where form time to time

they come up with new products, are they able to able to tell the consumer that what that

product is exactly. And we can see that the commercials of Coca-cola are much focused

and convey what they wanted to say.

2) Knowing audience: For being successful in delivering the message to their audience,

orginasation should first know there audience whom they are going to connects. This is

exactly done by coca cola they come up with new promotions with time to time with the

change in product or situation.

3) Relate all the strategies developed: The strategies developed should be very well

interlinked to each other and known to all the departments. The efficiency of any

communication strategy or tool can only be achieved if it is very well linked and known to

each person working for its development.

Likewise, if coca-cola budget department does not properly know the requirement of

creative department, the budget declared by them would be unfruitful as they did not

know the requirement in the first place.

4) To know what you want to say & what you dont want to say: This is one of the

communication learning lessons. In our normal day to day life we expect better

communication at home, workplace; if we dont communicate what we want, then how

can we expect to get that thing.

In the same way, if coca-cola doesnt succeed in communicating what their product is all

about and what it is not? How will they manage their consumers to understand why they

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should buy it. Its very important to deliver right message using- what you want to say

and what you dont want to say

5) Test your communication mix tools in advance: While testing the tool simply means,

whether such kind of marketing tool will be successful in the market or not. It depends onthe culture, tradition and lifestyle of people; that which kind of advertisements appeals

them. For ex: to gain hundred percent effectiveness, coca-cola should have and it has

different marketing strategies for UK & USA respectively.

6) Dont allow your budget to run out of control: If a company has to enjoy the benefit of

marketing communication mix and strategies it should always draw a limitation on the

budget that is to be spend in various activities like promotion, sponsorship etc. The

limitation to spend would always challenge to make the BRAND name profitable.

7) Niche marketing: Like coca-cola always use different marketing tools to cover specificaudience which is one of the best ways to market. By doing niche marketing it can

portray its brand very well. This would help them to get best out of the talent spend on

marketing the product in result of achieving the huge sales. As product will be familiar

with the target audience whom they are targeting.

8) Evaluating the result: The strategies can be tested by caring small surveys by asking the

people about their views after looking at the promotions. And following the survey

required changes can be brought into the upcoming plannings.

9) Measures to be used for improvement in future: By looking and analysing all the abovesteps or processes, organisation can come with important measures that can be

implemented for the future strategies and can get better result in the future.

All the above mentioned measure is the key to look how the organisation is communicating with

the targeted audience and are they getting the proper output of it. This can be seen in

comparing it with the data of their sales that the company is making with the help of the

communication strategies used.

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CONCLUSION:

The communication of the product to the consumer is nothing but spreading knowledge of the

product stating its different purposes. Using correct marketing communication strategy is one of

the USP of the company to mark its footsteps in the competitive market. But the marketing

strategy should be finely merged with the appropriate communication mix tool to actually make

the product reach at consumer doors. And this is what coca cola implies which has made it

listed in fortune 500 and become one of the GLOBALLY known BRAND accepted by all

countries having different cultures and ethnicity.

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References:

http://www.thecoca-colacompany.com

www.news.bbc.co.uk

www.reports.mintle.com

http://tutor2u.net

http://presscentre.coca-

cola.co.uk/viewnews/gb_first_tomarket_new_grab_a_taste_of_friday_global_campaign

http://presscentre.cocacola.co.uk/viewnews/coca_cola_captures_passion_for_celebratio

n_in_new_global_commercials_for_2010_fifa_world_cuptm

http://www.thecocacolacompany.com/contactus/faq/advertising_marketing_children.html

http://cokeusa.com/coca-cola-promotions/

http://www.mycokerewards.com/showLBE.do?id=sprite&type=brand&size=3&exp=html

http://www.brandrepublic.com/Discipline/SalesPromotion/News/859400/Pepsi-campaign-

uses-QR-mobile-phone-codes/

http://warrington.ufl.edu/mkt/docs/sawyer/MrktgCommun.pdf

http://www.oac.state.oh.us/resources/mediaresourceguide/evaluation.asp