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Integrated Marketing Communication
A Case Study of Coca-Cola
Integrated marketing communication has become an important strategy that most successful companies use to promote their brands. Coca-Cola is one such company that has integrated the use of paid, owned, and earned media to gain popularity in the non-alcoholic beverages industry where it operates. The integrated marketing communication has enabled the company to get considerable positive response from all over the world.
Earned, Owned, and Paid Media
According to Lovett & Staelin, (2016), owned media entails all the web property that a company can control and is unique to its brand, most importantly website, blog sites, and social media channels. It is used, as in Coca Cola’s case, to inform, educate, and entertain since owned media helps in gaining more exposure to web properties with SEO and PPC (Basney, 2014). On the other hand, earned media is traditionally won through PR campaigns. Conversely, effectual content marketing can also be used to win earned media through continually availing genuine and newsworthy value to the audience. Earned media is used in creating awareness, building the reputation of the brand, and building a strong relationship with the audience (Xie & Lee, 2015). The paid media on its part refers to the paid promotion of a message with the aim of attracting, engaging, and converting the audience. It involves display advertisements present across the web, social media promoted posts (Twitter and Facebook), and search engine marketing (AdWords).
The Use of Integrated Marketing Communication in Promoting the Coke Zero Brand
Coca-Cola is known for its non-alcoholic beverages ((Smarandescu & Shimp, 2015). Coke Zero Sugar is among the brands that Coca-Cola has introduced in recent years, and has been marketed through the three types of media- owned, earned, and paid. The company primarily uses paid promotions and adverts in mainstream and other media to popularize the brand. For instance, in the lead-up to major sporting events like Olympics and the World Cup, Coca-Cola has sponsored major adverts across radio, print, and TV platforms where it has spent millions of dollars. On the other hand, the organization has been known to use its official website to attract the attention of the audience and make the brand popular in the market. Social media has also been used from the perspective of earned media by Coca-Cola to promote Coke Zero. The company has a big presence on social media, especially Twitter, Facebook, and YouTube among others (Smarandescu & Shimp, 2015). As early as the end of 2013, the brand’s page already had 4.2 million fans. The company mainly uses this platform to explain the health benefits of the Coke Zero brand and persuade its audience to buy it.
Coca-Cola does not have its own stores, and as a result, distributes Coke Zero through the different distributors spread across all regions of the world (De Mooij, 2018). With the rise of technological development coupled with the increasing health awareness and healthy living programs, this brand mainly targets those who want to eat and live healthy. The absence of sugar in the brand makes it more so suitable for people with diabetes and other health conditions. Pricing depends on one’s location, but overall, Coke products are often affordable and meet the demands of the different sections of the market that it serves.
In summary, Coca-Cola has perfected the use of integrated marketing communication in popularizing its Coke Zero brand. Its huge presence in the media, financial muscle, and strategic partnerships make the company realize the success that it has seen over the years. In as much as owned, earned and paid media have individual strengths; Coca Cola’s application of integration is key to the future of not only the Coke Zero brand but also others existing and new.
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