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Coca Cola Limited Marketing Strategy

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Coca Cola Limited Marketing Strategy
Marketing Communication Objectives and Strategies of Coca Cola Limited

Contents

1.0. Introduction
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



References: Abrahamian A. A, (2013), Coca-Cola reports higher profit, sticks by long-term goal, www.reuters.com, [online], , [accessed at 6th December 2013] Bell L, (2003), The Story of Coca-Cola, Mankato: Black Rabbit Books Botha J, Bothma C, Brink A. (2005), Introduction to Marketing, 3rd edition, Cape Town: Juta and Co Ltd. Cowlin M, (2013), 10 Steps to Managing a PR Crisis, www.meltwater.com, [online], , [accessed at 6th December 2013]. Davis J. A, (2010), Competitive Success, How Branding Adds Value, West Sussex: John Wiky & Sons. Dimanche, (2012), Coca Cola Product Strategy, www.softdrinkcolawar.blogspot.com, [online], , [accessed at 5th December 2013] Dudovskiy J Healey M, (2008), What is Branding?, Hove: RotoVision Hill C, Jones G James M, (2006), Public Relations, New South Wales: Career FAQs. Koekemoer, L & Bird, S, 2004, Marketing Communications, Cape Town: Juta Publications Lamb C W, Hair J O’Guinn T. C, Allen C. T, Semenik R. J. (2011), Advertising and Integrated Brand Promotion, Mason: South-Western Cengage Learning. Petley J, (2003), Advertising, North Mankato: Smart Apple Media Rogers S Yeshin T, (2006), Sales Promotion, London: Thomson Learning

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