Coco Cola uses IMC campaigns to get connected with their target group. Coco Cola has been referred as a pioneer company who gets in touch with the consumers in order to create a link as well as adapt according to the needs of the consumers. Coco Cola is willing to be close to its customers to be a part of daily life and use various social media or marketing tools to satisfy the wants to their target group. One of the major IMC campaigns adopted by Coco Cola is to show their leadership on their 125th birthday. A very funny, emotional campaign is adopted by Coco Cola in various countries. The IMC campaign commenced in 2006, with a brand new approach i.e. “Taste the Coke side of life”. Based upon this IMC campaign, the organization was supposed to rethink about the entire company i.e. new departments, new roles & responsibilities, new strategy and recruitment process (Smith, S. & Schultz, 2005).
Pepsi Co. IMC campaigns began with “Oh Yes Abhi”! which was aired globally. This campaign has been one of the most hit TV commercials aired all over the globe. This campaign focused on youth as its target audience. Some of the later IMC campaigns were “Something for everyone”, “summer time is Pepsi time” & “where there is Pepsi, there is music”.
The following companies IMC campaigns have been chosen as they are two most successful companies operating globally. IMC campaigns have been referred to as an important marketing tool which helps the companies to get connected with their target audience(s). Coco Cola and Pepsi are two leading brands in the soft beverages department and have attracted customers from all over the globe.
Target audience& Marketing objective: Segmentation helps the marketers to define their products according to the needs of the customers. The target audience of Coco Cola can be done on the following basis i.e.:
Pepsi has targeted the young audience since 1980’s. The advertisements aired by Pepsi Co. cater to teenagers & youngsters by using an element of fun, entertainment & sports in it. Segmentation of the customers is done on the following basis:
Marketing objective: Coco Cola has been referred to as successful brand dealing with products such as Sprite, Nestea, Fruit juices &Minute Maid. The main objective for Coco Cola is to promote the lesser known products and increase the sales by more than 80%. Therefore, in order to promote the products the aim is to advertise more and more so as to have an edge as compared to its competitors. The other marketing objective of Coco Cola is to reposition itself as a healthier product. This is because; in today’s time people are looking for options which lead to a healthy life style ( Varey, 2002).
Pepsi Co. has been referred to as a band for the young generation i.er. Pepsi – The choice of new generation, Be Young, Have Fun, Drink Pepsi. As a global company, with various brands under its umbrella millions of customers enjoy every day it is very important to communicate responsibly & transparently about the products. The marketing objective of Pepsi Co. is to be the best & the biggest seller of carbonated soft drinks all over the globe. The other main objective is to achieve high levels of product quality as well as emphasize on the development of the product. In order to achieve their highest quality record, they use expert advice of the technicians and force the franchisers to use different total quality management (TQM) techniques.
(Source:Walker, Boyd & LarreÌcheÌ, 1992)
(Source: Walker, Boyd & LarreÌcheÌ, 1992)
(Source:Walker, Boyd & LarreÌcheÌ, 1992)
Some of the IMC tools used by Pepsi Co. to communicate their feelings to the target audience have been described as follows:
Idea of the campaign: The idea of the campaign is to achieve certain specific objectives. The main objective of Coco Cola is to earn high amount of profit and get connected with their target audience. There are eight main ideas associated with the IMC campaign i.e. firstly; to create awareness about the company & its product offerings. Secondly; to inform as well as educate the consumers along with buyers. Thirdly; to encourage the same of Coco Cola as compared to its competitors. Fourthly; to encourage product trails in a new market or country. Fifthly; Coco Cola aims to increase the short term sale by stimulating action (Mullins & Walker, 2013). Sixthly; Coco Cola generates as much information about the customers as possible. Seventhly; to create sales lead i.e. to opt for a push strategy. Coco Cola practices a pull strategy i.e. it directs its marketing efforts and communication to the end users. Lastly; Coco Cola aims to reassure the customers and reinforce a desirable buying behavior.
The idea of the IMC campaign at Pepsi Co. is to separate the brand identity for each of the products. Pepsi co. believes in reminder advertisements for repetitive purchase. It shall be also being seen that, the idea of the IMC campaign at Pepsi Co. is to mention the nutritional value of the product and increase customer awareness so as to build a responsible brand image in the minds of the consumers. Consumer Schemes helps Pepsi Co. to generate impulse buying as consumers have become more knowledgeable & understands the value for money (Mathews, 2009).
How IMC campaign conveys the idea: At Coco Cola, IMC campaign followed by the same is done in the best possible manner. The main objective of Coco Cola is to attract more customers thereby leading to an increase the profit levels. The IMC campaign at Coco Cola is designed in such a manner i.e. the messages they aim to convey are perfected by the marketing professionals. The message sent by Coco Cola IMC campaign can be summarized in three heads. Drinking coco cola is stylish, coco cola helps to heal thirst and drinking coco cola is a part of one’s lifestyle (Laspiñas, 2013).
The IMC campaigns at Pepsi Co. ensure that the advertisements reflect the interest to the target audience. The IMC consist of hip hop, cool & stylish promos to attract more customers. Pepsi Co. plays an important role in advertising & attracts the target audience by giving them access to various options such as gaming, mobile applications, music & downloading (MacRury, 2009).
The IMC campaign followed by Coco Cola is high successful. There are millions of people who drink Coco Cola on a regular basis. The efficiency of Coco Cola can be judged based upon its market share in the beverage industry as compared to its competitors. It has been seen that, Coco Cola is selling its product in more than 200 countries and is also considered to as the market leader in these countries (Kotler, & Armstrong, 2004). The efficiency of the IMC campaign can also be seen based upon the levels of profit earned by the company. It has been evaluated that, Coco Cola generates more than $8 billion from its operations in the year 2009. The evaluation of the marketing campaign conduct over the internet can be assessed with the help of a tool which counts the total number of visitors visiting he website. It has been seen that, application of various evaluation tools has helped Coco Cola to have an efficient and positive IMC plan (Wang, 2015).
Pepsi Co.’s IMC campaign is not as successful as compared to Coco Cola. The marketing executives at Pepsi Co. shall take into consideration that, there is elderly population and Pepsi is marketed as a brand for young generation only. Therefore, some focus on the older population shall also be done. It has also been seen that, Pepsi uses plastic bottles and cans which are not good for health therefore, they shall use recyclable material. Pepsi needs to improve their PR specifically in the urban areas (Koekmoer & Bird, 2004). The brand name of Pepsi Co. is not effective as compared to its competitors. Pepsi shall come up with new brands such as Pepsi zero, Pepsi Next, etc. This will help Pepsi Co. to widen its brand length.
Ø Based upon the IMC campaigns, it is witnessed that Pepsi Co. has conquered the needs of the consumer locally & not internationally.
Ø Pepsi has always tried to wield its pricing strategy on trial basis leading to addiction. But, Pepsi Co. could not hold the low pricing strategy for long.
Ø Based upon the IMC campaigns, the advertising costs varied from $26 billion (1975) to $150 billion (1993) (Karunakaran, 2008).
Ø On the other hand, an IMC campaign used by Coco Cola has helped them to create a bond with the customers. Coco Cola chose to associate themselves with various national & international events such as ICC cricket, Football league, Rugby match, etc.
Ø Coco Cola copied the pricing strategy followed by Pepsi Co. They raised the prices of the coke bottle from Rs. 15 – Rs. 18. By this coke was not able to attract customers due to its premium pricing. They soon launched a 200ml bottle @ Rs. 5 in order to lower the entry barriers.
Ø Based upon the IMC campaigns, the advertising costs varied from $35 billion (1975) to $210 billion (1993) (Jain, 2000).
The choice of IMC campaign between Coco Cola v/s Pepsi Co. would be Coco cola. Some of the reasons as to why Coco Cola’s IMC campaign is chosen as compared to Pepsi Co. are as follows:
Some suggestions for other marketers regarding IMC campaigns have been discussed as follows:
Bodden, V. (2008). The story of Coco Cola. Delhi: Creative Education.
Capparell, S. (2014). The real Pepsi challenge. Mumbai: Free Press.
Cadogan, J. (2009). Marketing strategy. London: SAGE.
Gospe, M. (2008). Marketing campaign development. Cupertino, CA: Happy About Info.
Jain, S. (2000). Marketing planning & strategy. Cincinnati, Ohio: South-Western College Pub.
Karunakaran, K. (2008). Marketing management. Mumbai [India]: Himalaya Pub. House.
Koekmoer, L & Bird, S. (2004). Marketing Communications.ZA: Juta Publications.
Kotler, P. & Armstrong, G. (2004). Principles of marketing. Upper Saddle River (NJ): Pearson/Prentice Hall.
Kotler, P. & Armstrong, G. (2006). Principles of marketing. Upper Saddle River, N.J.: Pearson Prentice Hall.
Laspiñas, M. (2013). Library Marketing: A Promotional Strategy. IAMURE International Journal Of Education, 5(1).
MacRury, I. (2009). Advertising. London: Routledge.
Mathews, B. (2009). Marketing today's academic library. Chicago: American Library Association.
Mullins, J. & Walker, O. (2013). Marketing management. New York: McGraw-Hill.
Noel, H. (2009). Consumer behaviour. Lausanne, Switzerland: AVA Academia.
O'Guinn, T., Allen, C., & Semenik, R. (2000). Advertising. Cincinnati: South-Western College Pub.
Pride, W. (2011). Marketing principles. South Melbourne, Vic.: Cengage Learning.
Smith, S. & Schultz, D. (2005). How to sell more stuff. Chicago: Dearborn Trade Pub.
Spurgeon, C. (2008). Advertising & New Media. US: Taylor & Francis.
Tyagi, C., L & Kumar, A. (2004). Advertising management. US: Atlantic Publishers and distributors.
Varey, R., J. (2002). Marketing Communications: principleand practice. Routledge: UK.
Walker, O., Boyd, H., & LarreÌcheÌ, J. (1992). Marketing strategy. Homewood, IL: Irwin.
Wang, M. (2015). Brief Analysis of Sports Marketing Strategy Adopted by Coca Cola
Company. Asian Social Science, 11(23).
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