CASE STUDY

Coca Cola: The Number 1 Soft Drink in the world and their aggressive advertising campaigns Coca Cola employed a mass media methodology which includes TV advertising, print media and banner advertisement on the internet. The approach used a promotional mix of advertising, direct marketing, as well as web based interactive, social media marketing and sales promotion. Coca Cola has repeatedly been ranked as the number 1 soft drink in the world as a direct result of their aggressive advertising campaigns Direct Marketing efforts by Coca Cola are myriad and the company has special partnerships with some restaurants and movie theatres which makes them offer only Coca Cola products thus eliminating any direct competition. Coca-Cola sponsors sporting events and their mobile marketing endeavors send out text messages in an attempt to personalize promotions. Fans number over 86 million across social media channels engaged by the brand Differing tactics are provided on individual social networking sites, yet a consistently unified message is upheld. Coca Cola's commitment well recognized. Sales promotion for Coca Cola is aimed at two strategies, retail and food services. Retail efforts are directed toward company partnerships, direct store delivery and Point of Sale (POS) techniques. Direct Store delivery offer mobile advertising with Coca-Cola branded delivery trucks. The POS displays include Coca Cola branded coolers for in-store sales along with vending machines which carry Coke products. The food service activities emphasized Coke products in food pairings such as hamburgers, hot dogs, French fries, etc often supplemented by the suggestion of Coke products for accompaniment.

REQUIRED:

i. From the case study list and describe the Five (5) promotional tools used by Coca Cola in its promotional mix and explain why you think Coca Cola followed the principles of Integrated Marketing Communication (10 marks)

ii. Sales Promotion can be trade oriented or consumer oriented. Explain the difference between the two. Refer to the case study and discuss the retail and in-store promotion efforts used by Coca Cola.(5 marks)

iii. Identify Five(5) barriers you think Coca Cola can face in Ghana as it implements its IMC Program.(5marks