Integrated Marketing Communication (IMC) Template

Introduction

Coca-Cola was invented in May 1886 by pharmacist Dr. John S. Pemberton in

Atlanta, Georgia. The formula & brand was bought in 1889 by Asa Griggs
Candler. The company currently offers more than 500 brands in over 200
countries and serves over 1.6 billion servings each day. It operates a franchised
distribution system dating from 1889 where the Coca-Cola Company only
produces syrup concentrate which is then sold to various bottlers throughout
the world who hold an exclusive territory.

Coca-cola was asked by the Indian government to leave the country along with
I.B.M in 1977 due to investment violations. It re-entered India in 1993. Since
then its operations have grown rapidly through a model that supports bottling
operations, both company owned as well as locally owned and includes over
7,000 Indian distributors and more than 1.3 million retailers.

IMC situation analysis

Company analysis

 Company mission:
o To refresh the world...
o To inspire moments of optimism and happiness...
o To create value and make a difference.
 Corporate goals:

The main objectives for the Coca-Cola Company are to be globally

known as a business that conducts business responsibility and ethically
and to accelerate sustainable growth to operate in tomorrow's world. By
having these objectives, it forms the foundation for companies in the
decision making process.

 Issues related to an overriding corporate brand (if one exists).

 Budget for the IMC.

Product analysis
 A summary of key product offerings and product life cycle issues.
 Existing brand themes, messages and appeals.