Title: Coca-Cola Company Integrated Marketing Communications

1. Introduction

2. Short Background of Company

3. Positioning and differentiation—describe how the brand is positioned and differentiated against its competitors

4. Coca-Cola Marketing Channels

5. Relative Weighting and Flighting—analyze the relative weighting of marketing channels for the brand (i.e. what channels are used most frequently, what are the budget implications and so forth?) When is the brand “in-market” with its marketing? When does it come out of market?

5. Digital Integration: Examine how digital marketing is incorporated into the brand’s IMCs strategy.

6. Use of owned media—consider how the brand use its own media (such as its website, a YouTube channel, Twitter/Facebook, direct emails and so forth)

7. Use of Earned Media—how does the brand use public relations to create earned media?

8. Recommendations—provide specific recommendations of how the brand could improve its integrated marketing program.

Number of words: 2,741 (9 pages)