Coca Cola Marketing Communication

Marketing communication is the approach of informing customers of products produced by a company with the purpose of persuading them to buy them. Coca Cola Company utilizes various channels to communicate to their clients including advertising, personal selling, and direct marketing (Suay, Ruíz & Mitakakis, 2017). Others include sponsorship marketing, public relations, sales promotion, and internet marketing. The adverts are used to reach out to new customers and remind existing customers of their existence. The adverts are catchy, easy to relate with and impactful on viewers (Sezgin & Telingün, 2016). For example, the ‘taste the feeling’ slogan has become memorable across the globe. The adverts are published in print, television, radio, billboards, and posters.

Direct marketing involves partnering with restaurants and other organizations to promote their products. For example, restaurants are paid to suggest coke products to their customers even if they order a different beverage. The company also has invested in internet marketing including adverts on websites (Suay, Ruíz & Mitakakis, 2017). It has also maintained a consistent presence on social media handles including Facebook, Twitter, Youtube, and Instagram. Additionally, the organization uses personal selling by employing agents to reach out to customers directly to create awareness (Stringer, 2015). The agents create a personal relationship with their customers.

The company has also sponsored various activities including football tournaments, medical camps, and musical competitions such as American Idol. The events are used to create a lasting impression upon the clients (Sezgin & Telingün, 2016). It also utilizes public relations which are tactful and well-thought-out to ensure the customers are satisfied with their information. The intention of massive marketing communication is to create a long-term relationship with customers (Stringer, 2015). The customers will thus always remember coke products and place orders at local distributors or pick them on supermarket shelves. Therefore, the company will seize every opportunity available to market their products by reaching out to the existing and loyal customers.


Sezgin, M., & Telingün, K. (2016). Strategic Communication and Advertising. Journal of International Social Research9(43).

Stringer, G. (2015). Case of Study: Coca Cola Integrated Marketing Communications. Consultado5.

Suay Pérez, F., Ruíz Moreno, F., & Mitakakis Martins, C. (2017). Effectiveness in Integrated Marketing Communication: A Study on Coca-Cola and Pepsi in Spain and the United States.





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