INTEGRATED MARKETING

COMMUNICATION CAMPAIGN

FOR
 What is IMC ?
• Integrated Marketing Communication is the practice of unifying all
marketing communication tools – from advertising to packaging- to send
target audience, persuasive message that promotes company goals.
 INDUSTRY OVERVIEW
• The Indian FMCG sector is the fourth largest in the economy creates
employment for more than three million people in downstream activities.
• FMCG Industry is characterized by a well established distribution network,
low penetration levels, low operating cost, lower per capita consumption and
intense competition between the organized and unorganized segments.
• FMCG in India has a strong and competitive MNC presence across the entire
value chain.
• Personal care, cigarettes, and soft drinks are the three biggest categories in
FMCG.
• One of the greatest achievements made by the FMCG companies is that to
introduce products in smaller package, at lower price points and reach new users
and to expand market share for value added products.
• India is one of the largest emerging markets in FMCG sector because of

– Large domestic market

– India – an extravagant spender on consumer goods

– Demand-supply gap
– Rapid urbanization, increased literacy and rising per capita income

• 85,000 Crores Indian FMCG market is one of the important sector and has
registered a robust growth rate in Indian economy.
 OVERVIEW OF COCA-COLA
COMPANY
• Coca-Cola® originated as a soda fountain beverage in 1886 selling for five
cents a glass.
• Early growth was impressive, but it was only when a strong bottling system
developed that Coca-Cola became the world-famous brand today.
• The Indian operations comprises of 50 bottling operations, 25 owned by the
Company and another 35 being owned by franchisees. That apart, a network
of 27 contract packers manufacture a range of products for the Company.
• The Coca-Cola Company markets four of the world’s top-five soft drink
brands; its beverage products encompass nearly 400 brands, including non-
carbonated beverages such as waters, juices, sports drinks, teas and coffees.
 Cont….

• Coca-Cola, the corporation nourishing the global community with the

world’s largest selling soft drink , returned to India in 1993 after a 16 years.
• Coca-Cola took over ownership of the nation’s top soft-drink brand and
bottling network. It’s no wonder our brands have assumed an iconic status in
the minds of the world’s consumers.
• All its plants in India partner with local NGOs to alleviate local community
issues in numerous small ways.
• Coca-Cola is a leading player in the Indian beverage market with a 60 per
cent share in the carbonated soft drinks segment, 36 per cent share in fruit
drinks segment and 33 per cent share in the packaged water segment.
• Soft drink consumption has a market share of 46.8% within the non-alcoholic
drink industry. Datamonitor (2005) also found that the total market value of
soft drinks reached $307.2 billion in 2004 with a market value forecast of
$367.1 billion in 2009.
Over all Indian market share
Sales
Coca Cola Pepsi Others

7%

35%
58 %
STEPS IN CAMPAIGN PLANNING:-

 SITUATIONAL ANALYSIS:
 STRATEGIC DECISIONS:
 MARKETING MIX DECISIONS.
 MARKETING COMMUNICATION TOOL SELECTION
 BUDGET PLANNING
 MESSAGE DESIGN
 MEDIA/MESSAGE DELIVERY SYSTEM
 EVALUATION
Step 1: SITUATIONAL ANALYSIS:
Target
Swot Analysis Competition Consumer Behavior
market

Step 2:STRATEGIC DECISIONS:

Objective

Step 3: MARKETING MIX

1. Situation Analysis

 Swot Analysis
 About Competitors
 Review of Product
 Analysis of Consumer Behavior
 Target Market
 Swot Analysis
 STRENGHTS :-
1)Strong Brand image.
2)Rich Product Mix
3)It has a broader product line and outstanding
reputation
4)Record revenues and increasing market share
5) Beverage Experience
6) Bottling system
Cont…
 WEAKNESSES:
1)Health concerned people try to avoid
consuming Coca-cola
2)Reduceding consumer purchasing power.
Cont ….
• OPPORTUNITIES:-
1)Bottled water
2) Diet Coke and Coke Zero sell may increase

THREATS:-
1)Stiff Competition from Pepsi
2)
Competitors:

• Major is Pepsi
• Local soft drinks
Market Share of Coca-Cola company in Adipur
and Gandhidham
Coca-cola Pepsi local soft drinks
5%

35%

60%
 Product
• In India, Coca-Cola was the leading soft-drink till 1977 when govt.
policies necessitated its departure.
• Coca-Cola made its return to the country in 1993 and made significant
investments to ensure that the beverage is available to more and more
people, even in the remote and inaccessible parts of the nation.
• Coca-Cola has been very strongly associated with cricket, the thriving
cinema industry, music etc.
• Coca-Cola had signed on various celebrities including movie stars such as
Karishma Kapoor, cricketers such as Sourav Ganguly, , its brand
ambassadors are Aamir Khan and Hrithik Roshan
 Consumer Behavior Analysis:

No of respondents interviewed 30.

No of dealer interviewed 1.


Attitude : According to survey conducted, People are

having positive and strong attitude towards Coca-cola.


Awareness: Awareness level of Coca-cola is 100% in

Adipur and Gandhidham.

which soft drink you like to drink mostly?

thums up pepsi coke others

10%

43%
27%

20%
Why do you drink soft drink?
to satisfy thurst te get refereshed te get energy just cheel

13%
27%

60%
Why do you prefre to drink Coca-cola?
bramd name taste celebrity
easy available others

10%

3% 20%

13%

53%
what do you think about quality & test of coca-cola??
excellent good average poor

13%
27%

60%
From where did you come to know about Coca-cola?
tv ads hoardings friends news paper

3%
10%

87%
 Target Market:
• Geographical Area : Adipur and Gandhidham
• Sex: All

• Age: Above 12

• Income: low to high

• Occupation: All

• Education: lower to higher

• Religion: for every religion

 2. Strategic Decisions

 Marketing Objectives.

 Marketing Communication Objectives.

 Marketing Camapign Objective
 Target Audience
 Positioning Statement.
• Marketing Objectives
 Present sale is Rs.5250000
 To increase Sales by

Marketing Communication Objectives

– Motivate present Customers to buy more
often
– To attract more and more youngsters
– To expand the market of Gandhidham &
Adipur.
 Marketing Campaign Objective:
Objectives for an ad campaign for coca-cola are specified in context of
campaigns overall strategic decisions:-

 Who? : All above age of 12

 By What? The accent is on
 How? Through a greater understanding of the product variants Knowledge.
 When? During Next One year.
 Objectives: To increase the market share and maintain the brand position in
the market.
 Behavioral Objectives:-

• According to survey conducted, People are having

positive and strong attitude towards Coca-cola
because of its brand name and its good quality.
• So in future we maintain the same
Positioning Strategy
 3.Marketing Mix Decision
Product Mix

Distribution Mix
Price Mix
Product mix

 Characteristics of Coca-cola are:

• Good quality
• Best Taste
• Available in Different Sizes
• Reasonable price
Price mix
 Distribution mix
Manufacturer ●
Manufacturer Additionally, Coca-Cola's
bottling system is one of their
Distributor ●
Distributer greatest strengths. The
bottling companies are locally

Dealer Dealer
● owned and operated by
independent business people
who are authorized to sell
Retailer ●
Retailer
products of the Coca-Cola
Company.
Customer ●
Consumer
Marketing Communication Tools

 Media Objectives

 Tools Selection
Media objectives:-

 Reach

To reach maximum number of people possible so advertisement about

schemes will be given Divya Bhaskhar & cable tv.

 Frequency

In order to remind customers about the product attributes and

schemes the advertisement will be shown on cable. Posters and
Pamphlet will be available at all stores were the product is available.
 Various communication Tools
 Advertisement:
 Ad in Local news paper
 Ad in local Cable
 Banners
 Posters