Coca-Cola IMC Plan

• Main Authors: Capati, Pierre, Givertz, Joane
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18208
• Institution: De La Salle University

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's 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's 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 s discretionary spending in order to address the impending threat of Coca-Cola losing a significant share in the soft drink industry.