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Other Papers on :Coca-Cola

Other Papers on :International Product Launch

P/M/619. Coca-cola’s use of integrated marketing communications: case study of product launch

(2005, 5000 words)

The paper examines the concept of Integrated Marketing Communications (IMC) and its use by the Coca-Cola company in launching their German brand ípsei. Coca-Cola’s background is related including the reasons for the ípsei launch. Analysis is conducted using the models of Ansoff and Product Life Cycle; the issues of market segmentation, targeting, positioning, advertising, promotion, branding, public relations, etc. are discussed highlighting the company’s strategy in marketing communication.



 
   
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