IMC 2 - Coca Cola - IMC PDF

Preview

Summary

IMC...

Description

What are the values associated with CocaCola? The values associated with CocaCola are their “open happiness” brand positioning and emotionally connecting their consumers by tying its polar bear icon to social responsibility activities. How does Coca-Cola achieve brand loyalty? CocaCola achieves brand loyalty by creating a “refreshing taste” and “brand appropriate for entire family” as these are the top drivers of loyalty in the soft drink sector. How did brand insistence play out in Coca-Cola marketing debacle starting 1985? In 1985 CocaCola introduced a “new coke” but turned out to be a disaster as consumers were not fond of the change and even started to boycott CocaCola. New Coke was considered to be one of the worst marketing fails of all time and soon brought back the old coke. This marketing attempt turned out to be a disaster because it went against consumers' image of the ‘original’ brand that was in their minds. A brand can only stand with one cohesive idea and should keep this throughout their marketing campaigns as well....