Coca Col The Marketing Strategy Of Coca-Cola

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In today’s competitive environment, having the right product at the right place in the right place at the right time may still not be enough to be successful. Effective communication with the target market is essential for the success of the product and business. Promotion is the p of the marketing mix designed to inform the marketplace about who you are, how good your product is and where they can buy it. Promotion is also used to persuade the customers to try a new product, or buy more of an old product. The promotional mix is the combination of personal selling, advertising, sales promotion and public relations that it uses in its marketing plan. Above the line promotions refers to mainstream media: Advertising through common
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In year 2000 Coca-Cola unveiled the biggest advertising billboards in the history of Pakistan. Each unveiling was marked by entertainment and light shows watched by thousands of people. Similarly in July 2000 Coca-Cola launched its first under the crown promotion by the name of Dream Vacations in which the consumers could collect caps of promotional bottles of Coca-Cola like Sprite, Fanta and Coke. Advertisement Objective: Type of advertising with respect to product life cycle that Coca-Cola adopts is reminder type. The reason behind this fact is that coke is such a product that is at the maturity level currently so for such a product companies mostly go for reminder type of advertisement so that they can penetrate more and more and same is the case with Coke. Setting of advertising budget: Coca-Cola sets its advertisement budget on the basis of competitor based budgeting. Major competitor of coke is Pepsi and as coke realizes that Pepsi has increased its advertising budget, straight away Coca-Cola management plans to do the same so that they can compete in advertising department as well. Advertising Strategy: Before creating advertising message the Coca-Cola Company gives lots of time to the factor that the message must gain customer attention. This is basically called “ Clutter Buster” means that only that advertisement will leave impact on customer mind that has some specialty or uniqueness in it. For example Coke current slogan “ Thanda Matlab Coca-Cola” has gained reasonable customer attention. Advertisement Media: Coca-Cola Company advertises its products mainly coke through electronic media that includes Television, Radio and Internet as well. Moreover leading newspapers of Pakistan for advertising. So we can say that coke not only uses electronic but print media for advertisement as

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