IMC Strategies and Plans
By taking into consideration all the key elements involved in the Developing of an IMC campaign strategy such as, deciding on the mix and level of different IMC ingredients as advertising, sales promotion, publicity and direct marketing. In IMC Plan there are three campaigns which would be carried for the whole year by Coca-Cola. The IMC strategy for Coca-Cola would depend on the nature of market and focus on the social responsibility or societal marketing. Secondly, it will focus on the fun and entertainment perspective in order to motivate youngsters to purchase Coca-Cola and generate more sales. Whole IMC will be developed to communicate the message to the target audience to raise funds to help the earth quake victims and to attract their attention and alter their decision on the basis of its taste and quality. Following are the details of the whole IMC for Coca-Cola.
Element of IMC mix
This depends upon not only on the nature of the product and also on the objectives. In IMC mix there are three different types of media that will be used like “TV advertising” and “Print advertisement”, and “banners advertisement”. The various elements that are included in the IMC mix must work together to deliver a consistent and persuasive message to the target audience.
IMC Activities for Each Target Segments
In IMC the target market of Coca-Cola is the whole nation especially teenagers, families and all those people who consume Coca-Cola. So by using different types of media we will give a message to our target customer that we are here to help the victims of earth quake. Objectives of Each IMC Activity
* In order to reach the maximum target customers, newspapers are best media suited for reaching to very large audiences. It is a cost effective way and it has more frequency of distribution. The newspapers being selected for this purpose are Nawa-e-Waqt, Jung, Dawn and Express. All the campaigns ads will be given on these newspapers whole year. * Another media being selected for giving ads of Coca-Cola is using television as a medium because young generation watches television very much. It also reaches mass media, and it does so during a short period of time. So every one can be reached in the very short time period by using the television media. It also covers a large number of people and delivers a good message to the customers more effectively. * The channels being selected to give ad on television are Geo News, Express News, ARY Digital and PTV Home. These channels are watched a lot in Pakistan and Geo comes on the first rank on the basis of its viewer ship around the globe. Similarly Express News channel is watched with keen interest by the viewers being authentic source of providing information. * Since there are many television stations and channels in Pakistan, so by using television media all the diverse people can be addressed at the same time to give them emotional message about the Coca-Cola campaign. * Television media also have the ability to convey your message with sight, sound and motion, to their targeted customers. And get the desire result by using such type of media. * You can easily reach targeted audiences. Children can be reached during cartoon programming, housewives during the afternoon soap operas, and insomniacs after midnight. * Similarly, another medium being selected for giving advertisement of Coca-Cola are billboards. The reason of giving ad on billboards is that they are considered to have high impact on the people passing through the highways and roads. * Billboards create more exposure towards the ad leaving an impact on the people. They are hard to ignore and are use for the purpose of creating reminder in the minds of the people about Coca-Cola existence. * The advertisement given on billboards is also having a long-life with least expensive as many people are exposed towards the message...