Promotion

Get to know us...

Coca-Cola is using all elements of promotion in its various Ad campaigns like Happier tomorrow, Aamir Khan “Thanda matlab Coca – Cola” campaign, Open Happiness etc. Different mediums used by Coca – Cola for Integrated Marketing Communication are:

Advertisement- Coca-Cola uses the concept of aggressive advertising to promote its products They mainly does national advertising through traditional media such as: TV, newspapers, magazines, billboards, bus stops, and etc. The company is also using the new methods such as websites and blogs to supply more information about the company and its products. Big names of Indian film industry became the brand ambassadors of the company. Coca – Cola’s slogans and TV commercials have always been memorable like “Thanda matlab Coca-Cola”, “Coca-Cola piyo sir uthake”, “Jo chahe ho jaaye Coca-Cola enjoy” and “brrrrrr”.

Public Relations- the company has its own website where consumers can view press releases, executive speeches, and statements which address law-suits, rumours, stories, and new products etc. Coca – cola also undertake CSR like “Support my School” campaign with Sachin Tendulkar. Coca – cola also sponsors various cricket tournaments and music events.

Sales promotion- Coca – cola generally uses under the crown sales promotion. In "My Coke Reward" was a very successful sales promotion campaign. It also uses merchandising goods, free goods or free tours for sales promotion.

Personal Selling- Cola-Cola has highly trained sales team, the company primary used personal selling for business to business sales. The company sells its products to retail stores using intermediaries, it can also be called Interpersonal communication, direct- face to face communication. Coca- Cola also sells its products to restaurants, part of the restaurants sell only Coca-Cola Coke.

Direct Selling – Coca-Cola uses direct marketing in many ways. It partners with various restaurants, movie theatres etc. to carry its product. Eg. Mc Donalds. Coke also uses mobile graphics and test to appeal to markets on a personal level

Last, Coca-Cola uses viral marketing. The brand became a giant because of individuals telling their friends, family, or coworkers about how great Coke products were. 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 new product is. This will cause others to purchase the product, and in-turn increase sales.