Promotion

Abstract

In this study we try to explore the promotional strategies used in the recent advertisement by Coca Cola Company. It is analyzed in the paper that how ad conveys the message through effective marketing communication. Coca Cola is symbolized as a symbol of hope in the ad and the ad caters a large market segment. Being a leader in the industry, Coca Cola fulfils its social responsibility through this powerful marketing campaign.

Promotion

It is implied by many authors that if marketing or promotional strategies are heart of a business (Jobber & Fahy, 2009) then the limbs of the business are marketing communications. To the product or service offerings of a business, value or meaning is added by effective means of communication. In a scenario, where many products are at parity, as they are in the maturity stage of their lifecycle, points-of-differences can be created by effective marketing communication. (Keller, 2001) Innumerable channels of marketing communication are present today and outline what is known as communication mix by marketers. For every result oriented firm, it has become a challenge today to communicate an unambiguous, unswerving and competitive message regarding itself and its product through properly coordinating its strategies of marketing communication. Of every well-organized and result driven organization, effective marketing communications must be an essential part. The appropriately combined, coordinated and efficiently presented marketing strategy defines itself that how innovative and creative are its practitioners of marketing communications as these designed out of the box tools will have great effect on the products/services of their companies' and on market share of such products by extension.

The approach of Integrated Marketing Communication considers that no option for mistake, no tolerance for miscommunication, and no time for bewilderment must be left by the company. By influencing consumers with the key aim of delivering competitive advantage to opt one's own brand instead of the competitor's, Integrated Marketing Communications, works on the principles of differentiation, re- enforcement, information and persuasion, (Fill Associates, 2011)

One of the finest example of a truly market oriented company is Coca Cola, one that value the elaborations of Integrated Marketing Communication. Since 1886, Coca Cola has showcased superiority in marketing communications, in spite of the tests of its global footprint. For more than a decade, Coca-Cola has time and again entitled as the top global brand. Its IMC success is clearly evident from its present brand value of $71,861 million.

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