INTEGRATED MARKETING COMMUNICATION

Integrated Marketing Communication of Coca Cola



Integrated Marketing Communication of Coca Cola

Introduction

The Coca-Cola (Coke in North America, in some European and African countries) is a soda. The name "Coca-Cola" is a trademark which was registered in the U.S., in 1886. It is named after its first composition: sheet cola and use of kola nuts, the drink was then recommended by its inventor, pharmacist John Pemberton, as a remedy against stomach problems (such as stomach upset and diarrhea). It was not yet marketed in the famous bottle whose aesthetics will be deposited in 1960. Every day, 1.5 billion bottles are sold worldwide, for a turnover of 29 billion dollars almost every year.

Its main competitors on the world market are of cola soft drinks multinationals, Pepsi-Cola and to a lesser extent Dr Pepper and Virgin Cola. There are many other local competitors by country or free products in the channels of supermarkets, hypermarkets and mini markets. Other colas are made ??on the basis of the recipe, OpenCola, under license LPG. There are also altercolas. Coca cola is a competitive company that has positioned itself as market leader, being one of the soft drinks bottling largest in South America.

The company has a strong shareholder support, and its main shareholder is Embonor, a subsidiary of Grupo de Chile. The Company also maintains a strong presence of national brands, which has allowed it to increase sales of thousands unit cases, of 37.9 to 40.2 million from June 2001 to June 2002 and is expected to increase to 50.7 unit cases in 2003, also their total income increased by 8.8% (S /. 232.2 million as of June 2002 vs. S /. 213.4 million to June 2001), despite the price war started in 1999. On the other hand, due to improved productivity and efficiency, the result of the synergy achieved by the continuous process of reorganisation of the Company, ELSA apply a new distribution system which is to work with small distributors who are responsible for all staff and payment of taxes to the state, which allowed them to cut costs, have less staff in charge and of course reduce the excessive taxation to the country, closing the first half of 2002 with an operating profit of S /.14.6 million, much higher than that obtained in the same period of 2001 (S /. 9.9 million). Finally, the company continue being committed to 100% satisfy the needs and demands of potential customers through its premium products and high quality on an ongoing and comprehensive basis.

The Coca-Cola Company (Coca-Cola) is a leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups. The company own more than 500 brands, including diet and light beverages, juice drinks, waters, coffees, tea, and sports and energy drinks. It operates in more than 200 countries. The company primarily operates in France, Belgium, the UK, Monaco, Luxembourg, Norway, the Netherlands and Sweden. It is headquartered in Atlanta, Georgia, and employs about 13,500 people. The company recently launched its new campaign "Reasons ...