Integrated Marketing Communication and Customer Satisfaction Strategy
Discuss the company's advertising strategy and how it aligns with its marketing goals.
Coca-Cola's company advertising strategy is designed at communicating how exceptional the experiences are of consuming their products, and how those experiences generate and sustain strong positive emotions. Coca-Cola is one of the strongest brands in the world because they understand the dynamics of how to make this association of strong emotion and their brand correlate quickly and easily in consumers' minds. The very popular Open Happiness Campaign, with many of the videos getting well over 1 million views on YouTube, is a case in point. Coca-Cola used the Open Happiness campaign to show that they are more than just a food and beverage manufacturer by personalizing the experience of interacting with their brand (Golan, Karp, Perloff, 2000). A second example of how pervasive Coca-Cola uses their events to further underscore and strengthen the relationship between their brands and the emotions they want it to represent. Coca-Cola's integrated marketing communications programs are specifically designed to infuse events with energy and positive emotion, leading consumers to be even more loyal (Crimmins, Horn, 1996). A third example is how effective Coca-Cola is being in using its social media channels to keep its loyal customers informed of promotional programs and innovate advertising worldwide (Bernoff, Li, 2008). As of this writing Coca-Cola has over 33 million followers on Facebook alone and millions following their YouTube account, RSS feeds, and Twitter accounts. Coca-Cola's advertising strategy tightly aligns to marketing goals, creating one of the world's most respected, well-known brands.
Discuss how the effectiveness of the advertising will be measured.
Coca-Cola is one of the most accomplished companies at measuring the performance of their marketing initiatives and programs. The Coca-Cola approach to integrated marketing communications (IMC) strategies served as a the foundation for many of the concepts Disney relies on to cross-promote and integrate marketing programs for their movies, parks, rides and massive catalog...
Examples of this include the highly effective seasonal promotions featuring the polar bear mother and cub, and the many back-to-school and fall promotions that are staged globally, each aligned to the specific cultures they are active in (Rosenfield, 1995). Coca-Cola measures these through aided and unaided awareness programs that are based on statistical sampling techniques to capture a cross section of consumers (Song, Xu, Techatassanasoontorn, Zhang, 2011). A second example is how Coca-Cola measures the online advertising initiatives, measuring the performance of banner advertising in addition to its own extensive online properties including the main website (Lavrakas, Mane, Laszlo, 2010). Coca-Cola relies on Google Analytics to get a baseline measure of performance for its websites and uses advanced analytics tools including Radian6 social media monitoring tools to evaluate how their brands are judged globally online (Lavrakas, Mane, Laszlo, 2010). A third example is how extensive the consumer sampling and online panels are the company relies on to test new marketing, promotion and advertising programs (Sung, Campbell, 2009). Coca-Cola has online panels in nearly every nation it has operations in, which gives them a ready base to test new ideas from.
Discuss the promotional strategies that may be used in addition to advertising.
Coca-Cola is one of the most advanced consumer products companies globally in the use of social media, combining social networks. They are today combining Facebook, Twitter, YouTube, Flickr, and MySpace for the optimal mix of channels for the given content the company wants to influence and strengthen their brand and marketing messages with (Bernoff, Li, 2008). Today Coca-Cola is using their social networks as the primary foundation for promotional strategies. The second aspect of their promotional strategies centers on events to further strengthen and differentiate their brands over time (Crimmins, Horn, 1996). This is especially evident in their current promotional program base of Open Happiness that is now active across several different geographies concurrently. The third promotional strategy that the company is relying on centers on making the legacy of their brand stay alive and vibrant with consumers, many of whom have been loyal for decades (Fosfuri, Giarratana, 2009). This focus on brand longevity is seen in how effective the company is at creating and maintaining integrated marketing campaigns including the flash mob sequence events now going on in Asia, and the…
The Integrated Marketing Communication system takes these P's and turns them into C's - similar aspects, but looked at from the stand point of the consumer. In this order of ideas, Product turns into Customer; Price turns into Cost; Place turns into Convenience and Promotion turns into Communication (Wirth, 2001). The first 'P' is product, but really this is all about the customers' needs and wants. Which goods and services customers
Canada's wide ranging audience by way of several events and points of contact. Ford Motors has always been the leader in the auto industry as regards launching e-initiatives is concerned. (Innovative Yahoo! Canada Fusion Marketing Online Program Attracts Canada's Longest-established Automobile Company) As regards delivering marketing communications to the Internet customers is concerned, Ford is accomplishing it in four methods. These are Ford.com - the web portal of Ford Motors.
Develop the final ad (this is not a graphic design project but make sure it is well thought out) Describe in detail at least two consumer promotions that would be appropriate for this product & explain why you selected these. Work with local historical and chambers to unearth, "Houston's uncovered treasures," Logo would be a treasure chest brimming over with prizes in front of a Houston location, with the "pirate" theme
In addition, there will be a follow-up interview process to capture specific area of low customer satisfaction scores. These scores will be used for process improvement and business process reengineering within the company. One of the most critical aspects of these measures is the need to use them to fundamentally re-architect the company and make it more customer-centric. This is critical for the Zapper to reflect customers' needs and
IMC Strategy Integrated Marketing Communication and Customer Satisfaction Strategy The ability to set and exceed customer expectations on a consistent basis is critical to creating a profitable business. The defining of an effective Integrated Marketing Communication (IMC) platform and series of strategies has a direct impact on the expectations set with prospects and customers both. The ability to measure expectations and their relationship to customer satisfactions can provide insights into how best
In this order of ideas, they could be divided into it professionals and simple individuals who revealed a passion and hobby towards technological innovations. Ergo, the second segmentation criterion is that of professional or personal passion for technology. As Brad Miser (2003) points out, the iLife is designed for both semi-professionals as well as hobbyist. Therefore, the third segmentation criterion is given by the individuals who either work, or are