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Essay / Research Paper Abstract
A 5 page paper providing an integrated marketing communications plan for the "classic" Coca-Cola product. The paper identifies the 13-18 target market and promotional objectives. It describes the promotion mix and provides a $2.3 million budget, and provides four points for evaluation. The plan includes advertising in high school newspapers and teen-focused magazines but focuses on using the electronic environment, video games, malls and cell phones. Bibliography lists 7 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgCokeIMC.rtf
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Unformatted sample text from the term paper:
the mission of the Coca-Cola Company has been to make the product a universal, global one. Long before the globalization trend that has now become so familiar was ever
conceived, it was Cokes policy to work to place its product "within arms reach" of anyone with the most casual of thoughts of wanting one right away. Today as
the "Coke side of life" campaign "evolves" to "Open Happiness" (Hein, 2009), the company also will be dropping the "Classic" tag from its products by mid-2009 (Collier, 2009). Target Market
Age The younger segment of the Millennial generation will be the target of Cokes new IMC plan. In total, the Millennials are
those between the ages of 13 and 24 (The Coke Side of Life, n.d.); for the purpose of this IMC plan the target market will be the younger segment of
that target market, those between the ages of 13 and 18. Young people consume more calories, and they think less about the quality of the calories they consume.
Most have few if any health problems, and they have no need to weigh the implications of adding either the sodium or the sugar contained in a container of any
soft drink. Further, younger consumers generally have fewer concerns over weight. Younger consumers greater levels of physical activity also contribute to building
thirst more frequently. The result is that they have more occasion to think of finding something to drink. If a soft drink is within arms reach, then it
is likely the choice that a younger consumer will make. Culture Culture also plays a significant role in shaping customer behavior. "About
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