Coca-Cola Company uses the integrated marketing communication strategy, in which they focus on improving communication within the targeted market. The company developed a 360 degrees technique in which it communicates with customers and links to the organizational products and services. It also captures the market and societal perspectives on the relevant product positioning at Coca-Cola. As a result, the approach of integrated marketing communications may also involve the use of social media and marketing via social responsibility. The communication perspectives emphasize the need to meet the product objectives in the markets. Thus, the concept of marketing mix helps in the communication by providing reliable promotional methods. Integrated marketing communication strategy caters to the increased consumer across the world that allows for the creation of good brand images and awareness (Masterman & Wood 210). In addition, it uses the sales promotion approach to compete with other close competitors in order to enhance visibility and merchandising aspects in the company.
The integrated marketing communication strategy should be linked with other communication channels. The link with communications strategy relates to brand messages marketing campaigns and other advertising channels. This implies the coordinated approach to developing connected communications in the company. Thus, integrated marketing communications can be linked with other communication channels. The integrated communication strategy is effective in Coca-Cola operations, as it leads to improving communication and integration of various businesses. It also accommodates more customers by creating relevant brand awareness and value. I have obtained reliable factors and lessons from this scenario. The scenario provides that effective marketing communications are relevant in promoting brand value and awareness in the business operations. The strategy should understand the underlying SWOT factors in order to develop a long-term focus on marketing activities.
To improve the company’s communication strategy, it should adopt current social media strategies. The focus on social media considers the integration of social programs on the company’s brands. With effective marketing strategies, Coca-Cola develops the capitalization of the transformation of the company’s communication strategy. Coca-cola’s integrated communication strategy should adopt the revolutionary strategy by the successful brand that evaluates the traditional brands in order to supplement social perspectives. In addition, the company should develop a social marketing approach that distributes content in various forms to the audience (Payne and Frow 128). The company should also use adequate resources in developing the communication strategy in a better way. The resources include helping people in relevant ways to acquire basic communication aspects. Thus, Coca-cola should allocate more resources to the integrated communication strategy. Continued monitoring of the strategy is relevant in improving the communication strategy that minimizes past failures to promote the brand value and awareness among the customers.
Various factors surrounding the company affect the marketing communication strategy. The factors can be revealed through the company’s “strengths, weaknesses, opportunities, and threats” (Fronz 101). SWOT analysis provides relevant ensure of the various effects that affect the strategic communications of Coca-Cola. It examines the systematic factors that match the implications of strategic communication in Coca-Cola Company.
Fig1. SWOT Analysis
Growing revenues in the company
Operations of large scale
World’s expanded brands
Adverse effects of publicity
Acquisitions on new companies
Increasing demand for bottled water
Dependence on the bottling companies
Social implications across the world
As the world’s leading brand, Coca-Cola has been able to create a relevant brand portfolio. The relevant brand value development helps to promote the company’s brand in order to evoke its customers. The extension of the Coca-Cola brand depends on the strategic communication approach used by the company’s marketing department. The company is the top distributor in improving recognizable global brands. This eases the future markets and enhancement of revenues (Fronz 56).
Coca-Cola has faced negative publicity across the world. It indicates a lack of a better center of science and environment in accusing coca-cola. It also indicates the negative perception of the marketing activities of the company. In addition, it enhances the aspect of health issues that enhances continuous consumption.
Some of the opportunities include acquisitions that seek to control some of the shares in different companies through joint ventures. Coca-Cola has formed various joint ventures aimed at strengthening its communication strategy across the world. This implies that demand for bottled water is based on increasing health concerns by various people. In 2006, the company supplied close to 2 million bottled water in the U.S. This also followed the demand for noncarbonated drinks in the UK. This brand value is based on the range of various juice drinks.
The company faces serious threats that could affect the operation of the integrated communication strategy. The strategy is able to connect on the products, but the need for bottler partners and joint ventures is a major threat. Since it affects the business decision to be made by the company on the manufacture and distribution of the brand names. COCA war describes the continued price wars in the mass media and the marketing of the products (Masterman & Wood 124). Therefore, integrated communication affects the SWOT factors that minimize brand value and image.
Fronz, Christian. Strategic management in crisis communication: a multinational approach. Munich: Diplomica Verlag. 2011. Print.
Masterman, Guy and Wood, Emma. Innovative marketing communications. London: Routledge. 2011. Print.
Payne, Adrian and Frow, Pennie. Strategic customer management: integrating relationship marketing and CRM. Cambridge: Cambridge University Press. 2013. Print.