Running head: COCA COLA BRAND STRATEGY 1

Coca-Cola Brand Strategy

Student's Name

Institutional Affiliation

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Integrated Marketing Communication Strategy used by Coca-Cola

Coca-Cola Company was established in America and has successfully established many

brands in different countries to increase its market. Coca-Cola Company uses different

communication mediums for advertising and promoting its products (Ruíz Moreno & Mitakakis

Martins, 2017). Coca-Cola uses newspapers, magazines, the internet, visual aids, and aural media

to communicate to its customers about its values. The purpose of these communication mediums

is to persuade, inform, create awareness, and increase the company's sales. Integrated marketing

communication is a crucial strategy a business can use to convey information about its products

and services and change the insight and conduct of its customers. Marketing communication

encompasses using media as a strategy to converse with its market and accede to its ideas and

take action. The strategy, therefore, helps the company increase its sales and generate more

revenue because it attracts many customers.

The primary purpose of using integrated marketing communication is to coax the

customers to accept a business's values and beliefs and build customer loyalty (Ruíz Moreno &

Mitakakis Martins, 2017). Integrated marketing communication is an effective means of

communicating to the customers because it influences them to think and change their perception

of a particular product or service. As a result, the message being passed across to customers is

repetitive and compelling. For example, Coca-Cola uses this strategy with its message "Taste the

Feeling." The purpose is to communicate to its customers its values and change the perception of

its customers that Coca-Cola is the ultimate drink and should be taken by everyone because it

brings happiness.

The marketing communication strategy is also a way in which the company promotes its

products. "Taste the Feeling" is how the company tries to attract new customers to buy Coca-

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Cola products and taste how they bring joy. It is the most effective way of targeting the right

customers to its effects. Mass media has played a crucial role in advertising and promoting the

company's products. Through the media, the company attracts millions of customers worldwide

with its brand value "Taste the Feeling." The strategy also helps the business to remain

competitive with other soft drink companies (Leo & Kuntjara, 2017). It also allows the business

to create distinct products that are unique from its competitors. The brand message is compelling

to the customers. It makes them loyal to the company's products because they want to be

associated with the happiness and togetherness it brings when consumed.

The marketing communication strategy used by Coca-Cola Company tends to target its

customers' emotions to make the message more effective. "Taste the Feeling" and "Open

Happiness" are some of the messages the company uses to attract its customers by connecting

with the feelings of its customers at the same time advertising the features of its products (Leo &

Kuntjara, 2017). The emotional message is also relevant and genuine; thus, customers can

associate with being happy by consuming Coca-Cola products. The emotional strategy to capture

its customers' emotions works perfectly for the company because it helps it build customer brand

loyalty and market its product more efficiently.

The integrated marketing strategy that effectively advertises the company's products

helps it achieve a long-term growth plan. The communication message passed to its customers

emphasizes the ability of the product to bring happiness, quench thirst, drink Coca-Cola as a

lifestyle, and associate Coca-Cola as a stylish drink. The messages delivered by the company

helps it to develop a brand name and become more competitive with its competitors, such as

Pepsi. The company has successfully built strong customer loyalty (Leo & Kuntjara, 2017). As a

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result, the revenue generated by the company increases every year. The reason is because of the

marketing strategy they use in promoting their values to its customers in all regions.

The integrated communication tool is used to communicate with the customers about the

values of the business. Still, it is also meant to help the business create a long-term plan for its

growth in the market. It entails managing all communication channels that promote the brand

name and enhance its shareholders' profitability (Suay, 2020). It also emphasizes developing a

brand name that is based on the shareholders' value. The strategy also aims to understand the

customers' needs and deliver what they want; this is an essential aspect of any business. The

focus of the business is not only to generate more profits but to deliver to its customers what they

need. Through this, a business becomes more profitable because it satisfies the needs of its

customers and makes them rely on their products and services. The tools used for

communication should be consistent with the message they pass to customers to make it more

effective.

Advertisement helps the company select the right market for its product and generate

revenue from the identified market. Customer loyalty can be established through the integrated

communication message strategy when used effectively to communicate the business's values.

Customers will want to be associated with values that benefit them (Suay, 2020). That explains

why the Coca-Cola Company uses this strategy to market its products and promote them because

of its effectiveness in creating customer loyalty and increasing its sales. The strategy helps the

business communicate its message in one voice in the different regions it has established its

brand. The benefit of using this method in advertising is that Coca-Cola remains an international

brand that satisfies billions of customers and generates more profits at the end of each year. Thus

it maximizes the shareholder's wealth.

References
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Leo, M., & Kuntjara, E. H. (2017). A Semiotic Analysis on the Perceived Meanings of Coca-

Cola "Anthem" Video Commercial. Kata Kita, 5(1), 8-14.

Ruíz Moreno, F. & Mitakakis Martins, C. (2017). Effectiveness in integrated marketing

communication: a study on Coca-Cola and Pepsi in Spain and the United States/thesis

presented by Francisco Suay Pérez; advisors, Dr Felipe Ruiz Moreno [and] Dr Chrissy

Mitakakis Martins. Retrieved June 6, 2021, from

https://repositorioinstitucional.ceu.es/bitstream/10637/8637/1/Effectiveness%20in

%20integrated%20marketing%20communications_a%20study%20on%20Coca%20Cola

%20and%20Pepsi%20in%20Spain%20and%20the%20United

%20States_Tesis_Francisco%20Suay%20P%C3%A9rez.pdf

Suay, F. (2020). Integrated marketing communications. The Coca-Cola Spain IMC

model. Revista de Estudios Empresariales. Segunda Época, (2), 18-31.

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