I don't have the time to complete this task: Provide a 1 to 2 paragraph of additional recommendations or comments concerning marketing on the below posts.
Select a brand, and describe the key touch points the customer has with the brand. Please also describe the big idea, or brand message, underpinning the integrated marketing communications (IMC) campaign that has been developed for this brand. What promotional mix has been used in this IMC campaign?
The brand that is older than I am and have selected is Coca Cola. Growing up I was always fascinated with the advertisement that Coca Cola would produce.
Key touch points:
There were always people dancing and very festive after drinking a nice cold coke this everyone can relate to, as there is indeed a refreshing feeling from drinking a cold coke. Hence this goes in line with the current slogan " Taste the feeling". The slogans are always cheerful and attractive.
The hourglass lines of the Coca-Cola bottle are one of the most famous shapes in the world and every knows it.
Coca Cola is sold everywhere and now they are diet coke and other variety to attract and keep customers from Pepsi its biggest rival.
According to Forbes.com coca cola is the 6th most valuable brand in the world and the only beverage company in the top ten.
Coca cola uses IMC to communicate with its target. It’s the pioneer company in 360-degree communications as they rapidly understood they had to get in touch with consumers to create links & to connect with them wherever they are. The communication plan developed for this brand captures the marketing, the social responsibilities, the potential, the product positioning etc.
Coca cola is willing to be close to its consumers, to be part of their daily life, to be attached to specific moments. They use social marketing to create emotions and affiliation with consumers, e.g. they raise funds for social causes like earthquake or hurricane. The brand always focuses on fun & entertainment as it is the main message they want to deliver.
The Promotional Mix in the IMC campaign
1. Advertising 2. Personal Selling 3. Publicity/Public Relations 4. Sales Promotions 5. Direct Marketing 6. Interactive/ Internet Marketing
A brand that I respect and enjoy is Louis Vuitton. This luxury brand is the Mercedes of cars. It’s classy, esteemed and instantly recognizable. What makes them a desirable and successful brand:
LV is highly exclusive because each bag is stich uniquely and it’s not easily replicated. Its products are highly exclusive and sold with the same mindset of providing exclusive accessibility. LV promotional strategy is employing celebrity endorsements. Although the company does not advertise on TV but it does follow a policy of high profile advertisement in newspapers and fashion magazines.
- They tread a fine balance between traditional and innovation
- Perpetuating the image of “ultimate handmade quality”
- Exclusive series
- Designed and promoted by the best talent