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Adv 420 nmdl project
1. Coca-Cola
Peter Hernandez
ADV 420
Fall 2011 NMDL
Final Project
2. Business
ď Soft drinks sold in more then 200 countries world wide.
ď Coca-Cola and its products are aimed mainly toward teens, both men and
women.
ď Promoted and advertised mostly on the television.
ď Coca-Cola products are sold all around the world.
ď Products are set at a reasonable price so teens and young adults can
afford them.
ď Numerous marketing promotions and strategies.
ď The companyâs beverages are for all consumers considering they have
diet soft drinks, energy drinks, juice drinks and sports waters.
3. Challenges & Goals
ď Targeting the right specific market and promoting it the best
way possible.
ď Meet everyone's beverage needs daily.
ď Keep and build upon the idea of sustainability and the seven
core values.
ď Coca-Cola offers safe and good quality beverages while
providing information that consumers trust.
ď Market beverages responsibly to all targets using a wide
variety of advertising media; Television, radio, print
ads, data, Internet and mobile phones.
4. Integrated Marketing Strategy
ď To increase sales of Coca-Cola products by 3 percent
this year.
ď Make Coca-Cola highly popular among todayâs youth
and young adults.
ď Find new ways to create high visibility among Coca-
Cola using social media sites.
ď Successful merchandising advertising and brand
promotions
ď âPaint the town red with Cokeâ
5. Key Components of Proposal
ď Plan to use all aspects of social media to provide update information,
news, and sales opportunities to communicate to consumers.
ď Cokeâs website is already social media friendly having links to Facebook,
Twitter, Youtube, Flickr and blogs. (visit www.coca-cola.com for
information)
ď These components and techniques will raise online visibility and increase
brandy loyalty and most importantly increase sales.
ď To attract new consumers to our group we will provide new fresh content
every week adding photos, videos and posts.
ď We plan to post questions to our audience in order to gain feedback and
communicate on a more personal level. We want to build a community of
people interacting with one another to promote Coca-Cola products and
get people to start talking and conversing.
6. Key Proposal Cont.
ď Facebook advertising is critical to our plan in hopes to
gain awareness. Using pennies per click through we
will be able to pin point precisely the target market we
prefer.
ď Plan to create conversations around Coca-Cola
products no matter what type of product.
ď Also, personalizing messages in order to approve and
âpump upâ our products.
ď Contests and sweepstakes using social media is the
fastest way to gain awareness for prizes, trips, great
deals.
7. Metrics & Planning of Success
ď Look back at marketing campaign, make sure it is
specific, measurable, achievable, realistic and a
required time table. (Have a working plan)
ď Need more customers and boost sales.
ď Increase business for 6 months to a year by 3 %.
ď Work around and involve other factors such as social
and financial factors.
ď Benchmark results periodically.
8. Metrics & Planning Cont.
ď Provide opportunities for employees and customers to
provide feedback and bring about new ideas.
ď May need to change plan or campaign if production
numbers are not meeting there specific mark.
ď Calculate the time consumers use the Coke website
along with our social media sites.
ď Always provide new and exciting features about our
products especially merchandising and advertising.
9. Propose Budget & Timeline
ď Google Adwords is a great way to construct the
budgeting process and SEM campaign.
ď 30 day billing period.
ď Each month the company would pay $300.
ď Adjust click through rate if needed.
ď Providing keywords such as; Coke, Soft Drinks, Coke
Zero, Coke Rewards, Soda
ď Monitor campaign for 3 to 6 months.
10. Budget & Timeline Cont.
ď Find the best value for our money and what we are
willing to spend.
ď Maximize the ROI by looking at pay per click
information, organic searches, shopping
comparisons, and online display advertising.
ď Inform consumers of ways to learn about the Coca-
Cola brand through website usability and media
research.