Marketing communication refers to the actions and ideas, a company makes use of to persuade, inform or remind consumers about a company or its products. To ensure Coca-Cola’s marketing message reaches its target market, it has to adopt an Integrated Marketing approach (Kotler & Keller, 2011). Promotional objectives for Coca-Cola are to increase its brand image and to improve its brand integrity, given the adverse brand image the product has. The key steps for successful IM are;
- Direct marketing – Using targeted advertising campaigns, the healthier options that have been introduced must be advertised. For instance, the low level of sugar the carbonated drink contains, and the low calorie intake of the drink must be focused upon.
- Sales promotion – Customer oriented promotions like discounts and free goodies can be given along with new products.
- Target audience reach - Coca-Cola must ensure its products are available in city markets, supermarkets, and theatres. As these areas have a steady customer inflow, coke can reach out to a wider customer base.
- Involving in Public relations – Coca-Cola can promote its products through PR events like music or cultural events. This will help the brand build a good customer relationship.
- Social media – Using popular social media tools like Facebook, twitter and YouTube, Coca-Cola can keep its customer base informed of new products, new campaigns, and get constant feedback to improve their products.
References
Kotler, P., & Keller, K. (2011). Marketing Management. New Jersey, NJ: Prentice Hall.
