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Essay / Research Paper Abstract
A 5 page paper examining the degree to which Coke’s marketing communication is integrated in its messages. The superficial view is that Coca-Cola has little integration in its marketing communication. However, closer inspection reveals that the company is preserving its tradition of close integration, but in a different form. It finally has discovered that the customer ultimately will pass judgment on the success or failure of its marketing efforts, as voiced by its director of strategic innovation who believes that the retail market is the company’s most important.. Marketing communication is integrated in its messages to the consumer, but today those messages include greater effort to customize delivery of the messages in terms of culture, taste and age. Bibliography lists 12 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KScokeIntMktg.rtf
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Unformatted sample text from the term paper:
inception, 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.
Historically, the company seems to have practiced little in the vein of integrated marketing aside from the consistent message to buy Coke products. Coca-Colas
international advertising budget currently stands at more than $500 million (Chura 1), and competition for its business is more than only substantial (Angrisani 10S). The companys strategy has been
based on a global view for years, but it currently is shifting to a more local focus. This brings about a more integrated effort in that marketers must construct
messages meaningful to the local population yet consistent with Cokes overall goals. State of the Industry
The soft drink industry has changed far more than its largest players would care to see. It has changed more than competitors stockholders have enjoyed, and it is
a far different industry than it was only a decade ago. Changes were apparent even then, but few understood the breadth of change that would be taking place.
The industry has experienced some consolidation, but far less than that which other industries have witnessed during the decade of the 1990s. The
most noticeable change is that the soft drink industry has learned that the consumer truly can live without its products in the face of rising prices, but that realization has
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