Coca-Cola IMC Plan Q1 January to March 2014

Date of Publication

2013

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Advertising Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Aristoteles C. Estrella

Abstract/Summary

Coca-Cola has been a part of Filipino culture for over a hundred years. Despite it being an American brand, it has successfully localized its name to become one of the most recognizable brands in the Philippines today. Coca-Cola has built its name with the help of its key target markets the youth, and the moms.

But the landscape is changing. Non-carbonated beverages like RTD tea, RTD coffee, and energy drinks Coca-Cola indirect competitors have been targeting the youth as of late as a strategy to increase sales. This trend is forecasted to eat (or rather, drink) away at least 1% of Coca-Cola stake in the entire soft drink beverage market by the year 2016.

For two years already, Coca-Cola has been targeting its campaigns at teens. This time, however, this IMC plan proposes that messages be targeted at Yuppies the demographic that currently holds 20-percent (50-percent by 2020) of the country discretionary spending”in order to address the impending threat of Coca-Cola losing a significant share in the soft drink industry.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022016

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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