Coke is a company where their initiatives clearly identify how dedicated they are to the IMC campaigns and how they can go a long way in becoming a value brand by using all elements of the promotional mix effectively. Coke has had the ability to use the forms of communication extensively to position itself in the minds of the consumers which is one of the main reasons why the company is so successful worldwide.
Advertising is one element of the promotional mix that coke successfully uses to market itself. Over the years, they have come up with create concepts in TV commercials. Also, they use celebrity endorsers, like Aishwarya Rai, to help advertise their products. Coke uses direct marketing by partnering up with numerous restaurants and movie theaters where these companies carry coke products and offer them to their consumers. In addition, Coke uses interactive and internet marketing to communicate their consumers. Cokes uses social media websites (like Facebook) along with their own websites to interact with their consumers. Finally Coke has also successfully used Public Relation strategies to connect with their consumers. Coke has taken up many different initiatives in Corporate Social Responsibility. For example Coke is involved with the Polar Bear Support Fund, where the company has joined forces with the World Wildlife Fund. Through this campaign, it helps raise money to support the polar bears and to reduce our human impact on global climate change.
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