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International Product Launch
P/M/619. Coca-cola’s use of integrated marketing communications: case study of product launch
- WORDS:
- 5000
- DATE:
- 2005
- PRICE:
- 59.99 GBP
The paper examines the concept of Integrated Marketing Communications (IMC) and its use by the Coca-Cola company in launching their German brand ?psei. Coca-Colas background is related including the reasons for the ?psei 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 companys strategy in marketing communication.
KEYWORDS: Coca-Cola, ?psei, new product launch, Germany,
Other Papers On: Coca-Cola
Other Papers On: International Product Launch
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