Marketing Communication Coca Cola Report
Subject Code:
MKTG1257
Subject Name:
Marketing Communication
Location where you study:
RMIT Vietnam
Title of Assignment:
IMC Audit Report – Coca-Cola
Student name: Ha Duc Duy ( s3426355)
Pham Chung An Kha ( s3373222)
Luong Le My Khanh ( s3426358)
Do Minh Quang ( s3373206)
Duong Khanh Nhu ( s3410181) Teachers Name:
Melvin
Group Number:
2
Assignment due date:
10 / 7 / 2014
Date of Submission: 10 / 7 /2014
Number of pages including this one:
18
Word Count: 2,396 words (Included picture/chart in-text citations)
5483860-10287000
RMIT INTERNATIONAL UNIVERSITY VIETNAM
Bachelor of Business (Marketing)
Assignment Cover Page
IMC AUDIT REPORT
“Share a Coke” Campaign centercenter Lecturer: Mr. Melvin
Group: 2
Member List:
Duong Khanh Nhu ( s3410181)
Ha Duc Duy ( s3426355)
Pham Chung An Kha ( s3373222)
Luong Le My Khanh ( s3426358)
Do Minh Quang ( s3373206)
Table of Contents TOC \o "1-3" \h \z \u I)Executive Summary PAGEREF _Toc392770933 \h 4II)Introduction PAGEREF _Toc392770934 \h 51.Background Information PAGEREF _Toc392770935 \h 52.Target Market PAGEREF _Toc392770936 \h 53.Positioning Map PAGEREF _Toc392770937 \h 64.Objectives of the IMC campaign PAGEREF _Toc392770938 \h 7III)Analysis of the Marketing Mix 4P’s PAGEREF _Toc392770939 \h 91.Product PAGEREF _Toc392770940 \h 92.Price PAGEREF _Toc392770941 \h 93.Place PAGEREF _Toc392770942 \h 94.Promotion mix and relevant models PAGEREF _Toc392770943 \h 11Unawareness of Brand Brand Recognition PAGEREF _Toc392770944 \h 114.1 TVC with CAN and SUCCES Model PAGEREF _Toc392770945 \h 114.2 Billboard PAGEREF _Toc392770946 \h 134.3 Online Advertising PAGEREF _Toc392770947 \h 13 4.4 Print Advertising PAGEREF _Toc392770948 \h 14Brand Recognition Brand Recall PAGEREF _Toc392770949 \h 154.5 Special event PAGEREF _Toc392770950 \h 15 5. Weakness PAGEREF _Toc392770951 \h
MKTG1257
Subject Name:
Marketing Communication
Location where you study:
RMIT Vietnam
Title of Assignment:
IMC Audit Report – Coca-Cola
Student name: Ha Duc Duy ( s3426355)
Pham Chung An Kha ( s3373222)
Luong Le My Khanh ( s3426358)
Do Minh Quang ( s3373206)
Duong Khanh Nhu ( s3410181) Teachers Name:
Melvin
Group Number:
2
Assignment due date:
10 / 7 / 2014
Date of Submission: 10 / 7 /2014
Number of pages including this one:
18
Word Count: 2,396 words (Included picture/chart in-text citations)
5483860-10287000
RMIT INTERNATIONAL UNIVERSITY VIETNAM
Bachelor of Business (Marketing)
Assignment Cover Page
IMC AUDIT REPORT
“Share a Coke” Campaign centercenter Lecturer: Mr. Melvin
Group: 2
Member List:
Duong Khanh Nhu ( s3410181)
Ha Duc Duy ( s3426355)
Pham Chung An Kha ( s3373222)
Luong Le My Khanh ( s3426358)
Do Minh Quang ( s3373206)
Table of Contents TOC \o "1-3" \h \z \u I)Executive Summary PAGEREF _Toc392770933 \h 4II)Introduction PAGEREF _Toc392770934 \h 51.Background Information PAGEREF _Toc392770935 \h 52.Target Market PAGEREF _Toc392770936 \h 53.Positioning Map PAGEREF _Toc392770937 \h 64.Objectives of the IMC campaign PAGEREF _Toc392770938 \h 7III)Analysis of the Marketing Mix 4P’s PAGEREF _Toc392770939 \h 91.Product PAGEREF _Toc392770940 \h 92.Price PAGEREF _Toc392770941 \h 93.Place PAGEREF _Toc392770942 \h 94.Promotion mix and relevant models PAGEREF _Toc392770943 \h 11Unawareness of Brand Brand Recognition PAGEREF _Toc392770944 \h 114.1 TVC with CAN and SUCCES Model PAGEREF _Toc392770945 \h 114.2 Billboard PAGEREF _Toc392770946 \h 134.3 Online Advertising PAGEREF _Toc392770947 \h 13 4.4 Print Advertising PAGEREF _Toc392770948 \h 14Brand Recognition Brand Recall PAGEREF _Toc392770949 \h 154.5 Special event PAGEREF _Toc392770950 \h 15 5. Weakness PAGEREF _Toc392770951 \h