Imc of Coca-Cola Co.

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2012
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The Coca-Cola Company
Kim Connors
Hillary Edwards
James Howell
Sulki Jang
Alex Williamson

East Tennessee State University

1. ASSOCIATIONS WITH COCA-COLA 3 1.1 SPORTS 3 1.2 HEALTH 3 1.3 THE CHRISTMAS HOLIDAYS 4 2. Brand positioning versus Pepsi Co. 4 3. Competitors 5 4. Images Associated with coca-Cola 6 4.1 Santa Clause 7 4.2 The Polar bears 7 4.3 The Secret Formula 8 4.4 The Olympics 8 5. Target Market and market segments 8 6. Coca-Cola’s Current media mix 9 6.1 Television 9 6.2 Print 9 6.3 Alternative Media 10 7. communication tools & strategies 10 7.1 Sports 10 7.2 Occasion based 11 7.3 Community Involvement 11 8. Integration of marketing communications 12 9. Coca-Cola’s Brand relationships 13 10. conclusion 17 bibliography 18

Around the world, it is nearly impossible to find a person that has never heard of Coca-Cola or consumed a Coca-Cola product. Coca-Cola has been building strong relationships with loyal consumers, brand image, and the associations with their brand since its inception into the soft drink industry over 125 years ago. Millions of people consume soft drinks on a daily basis, and Coca-Cola is the number one choice among consumers worldwide. 1. Association’s with Coca-Cola
In the minds of Coca-Cola consumers, there can be several associations with the brand. For example: the Christmas holidays, sports, and health.
1.1 Sports – Coca-Cola has had tremendous success within the field of sports. The company has recently marked its eighty-fourth year of continuous support of the Olympic games. Coca-Cola sponsors the FIFA World Cup, as well as the Rugby World Cup and the National Basketball Association (NBA). Coca-Cola is also the official soft drink of NASCAR, connecting the brand with one of the world 's fastest

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