Coca cola imc in Australia

2. FLOW
INTRODUCTION
THE
PROMOTIONAL
MIX
ADVERTISING
DIRECT
MARKETING
SALES PROMOION
PUBLICITY/PUBLIC
RELATION
CONCLUSION

3. • Coca-Cola was invented in May 1886 by pharmacist Dr. John S. Pemberton in
Atlanta, Georgia.
The formula & brand was bought in 1889 by Asa Griggs Candler.
INTRODUCTION

4. BRANDS OF COCA COLA

5. CONDITION OF COCA-COLA IN AUSTRALIA :
• THE 50% OF TEENAGERS AND YOUNG ADULTS HAD NEVER TASTED
COCA-COLA
• A GLOBALLY RECOGNISED BRAND WAS NOT KNOWN TO MOST OF
THE YOUTH
• SALES WAS DECREASING
• THE BRAND WAS NOT CONNECTED WITH THE PEOPLE.

7. OBJECTIVES
• Increase consumption of Coca-Cola over the summer period.
• Get people talking about Coke again.
• consumers see Coke in a way that would encourage them to
actually consume the product, not just love the brand.
• Build Coca-Cola not as drink to kill thirsty but drink to connect
people.
• Create emotional bond between target audience and the
product.

8. STRATEGY
• By offering the customer the sense of ownership over the brand.
• Coca-Cola asked the people to “Share a Coke”
With some one they know ,
Want to know , &
With who are important in their lives.
By sharing a coke they leave a message about why they want to
share the coke.
The social media was the main communication tool to realize this
strategy

9. STRATEGY
 The aslo gave a chance to get their names printed on bottle.
The coke cola used FACEBOKK and TWITTER as social media.
 The involved the consumer in the product by using the customers
first names.

10. Mainly Targeted To
 Mainly targeted to TEENAGERS & YOUNG ADULTS .
 17 % of the population.
The 50% TEENAGERS who not even TASTED coca cola.
People who mostly uses social networking sites.
Life surrounded by friends and family.

11. The out comes from campaign