Coca Cola Limited is one of the leading soft drinks companies which are operating around the world. The company was started in 1886 and is running successfully for 125 years. Bell (2003) claimed that people in nearly 200 countries drink more than one billion eight-ounce (237 ml) servings of Coca-Cola products every day. So, Coca Cola can be said as the favorite brand of the consumers. It has offered various types of products for the customers like Coca-Cola, Diet Coke, Coke Zero,Sprite, Fanta, Relentless etc. to satisfy its customer. Coca Cola Limited wants to be part of customer’s fun, entertainment, happiness and sharing. For that reason, the company mainly focuses on the happiness of the customers and they started some campaign related to happiness. Coca Cola limited uses integrated marketing communication for maintaining relationships with the customers. Within this report, researchers will find out the marketing communication strategies, objectives, theories, and others marketing communication factors related to Coca-Cola Company. Finally, the readers will get clear idea about the marketing communication strategies of this company.
2.0. Marketing Communication
Marketing communication means all the activities related to maintaining relationship with the customers. Marketing communication is necessary to build brand awareness and to remind the customers about the brand. Marketing communication strategy is important because it sets direction, provides consistency, and helps to focus on the target market. However, communication strategy has negative impact if the strategy is set narrowly. The future is not predictable, so it may face some problems.
2.1. Contextual analysis
It is primary steps of marketing communication strategy. Contextual analysis considers the business situation in the market. The following things should be kept in mind at the time
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