OBJECTIVE OF STUDYThe projects purpose is to gain an opportunity to integrate and apply the concepts of Advertising and Sales Promotion to the development of a real-world servicing experience.

HISTORY OF THE COMPANYThe prototype Coca-Cola recipe was formulated at the Eagle Drug and Chemical Company, a drugstore in Columbus, Georgia by John Pemberton originally as a coca wine called Pemberton's French Wine Coca He may have been inspired by the formidable success of Vin Mariani, a European cocawine. In 1886, when Atlanta and Fulton County passed prohibition legislation, Pemberton responded by developing Coca-Cola, essentially a non-alcoholic version of French Wine Coca. The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886. It was initially sold as a patent medicine for five centsa glass at soda fountains, which were popular in the United States at the time due to the belief that carbonated water was good for the health. Pemberton claimed CocaCola cured many diseases, including morphine addiction, dyspepsia, neurasthenia, headache, and impotence. Pemberton ran the first advertisement for the beverage on May 29 of the same year in the Atlanta Journal

By 1888, three versions of Coca-Cola sold by three separate businesses were on the market. Asa Griggs Candler acquired a stake in Pemberton's company in 1887 and incorporated it as the Coca Cola Company in 1888. The same year, while suffering from an ongoing addiction to morphine,Pemberton sold the rights a second time to four more businessmen: J.C. Mayfield, A.O. Murphey, C.O. Mullahy and E.H. Bloodworth. Meanwhile, Pemberton's alcoholic son Charley Pemberton began selling his own version of the product.

Coca-Cola, the corporation nourishing the global community with the worlds largest selling soft drink concentrates since 1886, returned to India in 1993 after a 16 year hiatus, giving a new thumbs up to the Indian soft drink market. In the same year, the Company took over ownership of the nations top soft-drink brand and bottling network. Its no wonder our brands have assumed an iconic status in the minds of the worlds consumers.

A Healthy Growth to The Indian EconomyEver since, Coca-Cola India has made significant investments to build and continually consolidate its business in the country, including new production facilities, waste water treatment plants, distribution systems, and marketing channels. Coca-Cola India is among the countrys top international investors, having invested more than US$ 1 billion in India in the first decade, and further pledged another US$100 million in 2003 for its operations.

A Pure Commitment to The Indian EconomyThe Company has shaken up the Indian carbonated drinks market greatly, giving consumers the pleasure of world-class drinks to fill up their hydration, refreshment, and nutrition needs. It has also been instrumental in giving an exponential growth to the countrys job listings. The Indian operations comprises of 50 bottling operations, 25 owned by the Company, with another 25 being owned by franchisees. That apart, a network of 21 contract packers manufacture a range of products for the Company. On the distribution front, 10-tonne trucks open bay three-wheelers that can navigate the narrow alleyways of Indian cities constantly keep our brands available in every nook and corner of the countrys remotest areas.

COCA COLA ADVERTISING PROFILECoca-Cola is the world's most famous, most valuable brand. But the product has seen sales growth stall since the close of the 1990s, as worldwide consumers develop a taste for other beverages. Coke initiated a painful restructuring, and then launched its biggest-ever marketing campaign in 2001, with a new emphasis on local markets instead of global conformity. Think Local, Act Local was the new strategy; but that too was slow to deliver results. Since then the group has struggled to find new ways of lifting sales of its core product. One way has been with the steady introduction of new variants. The most successful of these in recent years has been Coke Zero, a low-calorie version of the core brand designed to be more appealing to male drinkers.

HISTORY OF COCA-COLA TELEVISION ADVERTISINGThe D'Arcy Era, 1950-1956The first television ad created for The Coca-Cola Company was produced in conjunction with a television special featuring Edgar Bergen and Charlie McCarthy on Thanksgiving Day, 1950. The sponsorship of this program and its advertising were both by the D'Arcy Agency of St. Louis. D'Arcy had been the advertising agency for The Coca-Cola Company since 1906, when William C. D'Arcy persuaded Coca-Cola to begin a newspaper campaign. Television advertising was initially an experimental medium for The Coca-Cola Company and D'Arcy. Both struggled to develop a strategy to reach consumers effectively at a time when few cities had television stations. One approach was through sponsored programs that offered the opportunity for The Coca-Cola Company to expand relationships with performers from its radio programming.

From D'Arcy to McCann, 1956-1969In 1956 the company's advertising account was transferred to McCann-Erickson. D'Arcy closed and commemorated its fifty years of work with Coca-Cola in a print ad that appeared in the Wall Street Journal on April 2, 1956.McCann launched two campaigns during the 1950s, "The Sign of Good Taste" and "Be Really Refreshed". In 1963, McCann hit its stride with a campaign that proved to have worldwide appeal, "Things Go Better with Coke."

Coke Adds Life campaignIn May 1976, The Coca-Cola Company introduced a new Coke ad campaign, touting the brand as the soft drink for all occasions. Aimed at the young and young-at-heart, the new campaign, "Coke Adds Life to ," was designed to show viewers that Coca-Cola added simple enjoyment to life.

Coke is It! and New CokeIn early 1982, Coca-Cola launched a new ad campaign, "Coke Is It!," with an emphasis on the product's qualities of taste and refreshment. The direct, positive statement "Coke Is It!" was meant to appeal to the forthright mood of Americans in the 1980s. Ironically, the introduction of "new Coke" demonstrated in unexpected ways that after ninety-nine years, Coke had indeed become part of the tapestry of American life. When The Coca-Cola Company introduced a new taste for Coke in North America in 1985, television advertising helped launch it. The public, however, demanded the return of the traditional drink, so vehemently that the company was obliged to bring it backrenamed as "Coca-Cola classic."

Two Tastes and Two CampaignsIntroduced in 1986, the "Catch the Wave" campaign for the new taste of Coke strove to be youthful, leading-edge, and competitive. The "Catch the Wave" campaign for new Coke, created by McCann-Erickson New York, aimed to connect with an emerging youth-oriented target audience. For Coca-Cola classic, the "Red, White and You" campaign emphasized that drink's broad appeal and the emotional attachment it generated. At the same time, it attempted to celebrate contemporary American lifestyles and a modern American spirit. The campaign was aimed at an extremely broad audience. The campaign was created by the New York-based ad agency SSC&B Lintas.

Playing with Polar BearsIn 1993, The Coca-Cola Company made a dramatic shift in its advertising by introducing the "Always Coca-Cola" campaign, by Creative Artists Agency and later Edge Creative. The ads ran around the world and included a variety of innovative technical approaches, such as computer animation. One such commercial, "Northern Lights" introduced what would become one of the most popular symbols of Coca-Cola advertising: the animated polar bear. The polar bear was a considerable success, and went on to star in six commercials for Coca-Cola, including two ads for the 1994 Olympic Games in which it slid down a luge and soared off a ski jump. Bear cubs also made their debut for Coke in a holiday ad in which the bear family selects its Christmas tree.

International Approaches at the MillenniumOn the international front, The Coca-Cola Company launched a television commercial in 1998 for the Muslim fasting month of Ramadan. Created by McCann-Erickson (Malaysia), the commercial was titled "Charity" and marked the company's first attempt to have one Ramajan television commercial for its entire worldwide market. In the past, the brand's Ramajan commercials had been made by local advertising agencies in each country, but the "Charity" ad ran in twenty Islamic countries including Malaysia, Indonesia, Pakistan, Bangladesh, the United Arab Emirates, Turkey, Egypt, Lebanon, and Morocco. On the international front, The Coca-Cola Company launched a television commercial in 1998 for the Muslim fasting month of Ramadan. Created by McCann-Erickson (Malaysia), the commercial was titled "Charity" and marked the company's first attempt to have one Ramadan television commercial for its entire worldwide market. In the past, the brand's Ramajan commercials had been made by local advertising agencies in each country, but the "Charity" ad ran in twenty Islamic countries including Malaysia, Indonesia, Pakistan, Bangladesh, the United Arab Emirates, Turkey, Egypt, Lebanon, and Morocco.

ADVERTISING AGENCIES HIRED BY COCA-COLALeo Burnett,Leo Burnett is among the world's best-known agency brands. The agency capped the 1990s with a showstopping deal which combined the forces of three major agency groups. In 1999, Burnett's acquired D'Arcy parent MacManus, stealing that business from under Interpublic's nose for $1bn; then sold a 20% stake in the combined group to Japanese giant Dentsu for a rumoured $400m to create one of the world's biggest marketing groups, named Bcom3. The final twist came in 2002 with capture of Bcom3 by Publicis, and the subsequent merger of the D'Arcy network into Burnett. In 2007, Leo Burnett merged with below-the-line unit Arc Worldwide under a single management team, although it continues to use both brands. Advertising Age estimated advertising revenues of $717bn in 2007, making Leo Burnett the #12 agency network worldwide.

McCann Erickson,McCann Erickson is the biggest worldwide agency network by global footprint. Although the main agency specialises in traditional advertising, it also offers a broad range of other marketing services under the banner of the McCann Worldgroup, which coordinates input from several other Interpublic-owned agencies including Momentum Worldwide, Futurebrand and Weber Shandwick. A dynamic force during the 1990s, McCann stumbled badly at the beginning of the following decade, distracted by accounting irregularities and management problems. The loss of the prestigious Coke Classic account in several important markets was a severe blow. Since then, however, McCann has recovered its composure and has steadily re-strengthened its client portfolio. Yet despite its worldwide presence, it is always under threat from more nimble competitors in the key US market, and has had to fight hard to keep hold of key clients like Verizon, Microsoft and General Motors. Advertising Age estimated worldwide advertising revenues of $1.4bn in 2009.

ADVERTISING EXPENDITURE OF COCA-COLAAs for expenditures, coca-cola expense production costs of print, radio, internet and television advertisements as of the first date the advertisements take place. The following amounts reflect the total worldwide amounts spent on print, radio, internet, and television advertising. Advertising expenses included in selling, administrative and general expenses were approximately: 2006: $2.6 billion 2005: $2.5 billion 2004: $2.2 billion 2003: $1.8 billion 2002: $1.7 billion 2001: $2.0 billion 2000: $1.7 billion

OVERALL IMC OBJECTIVESThe objectives are very important in marketing campaign, so that the company can have a clear vision. They are: 1. Market share objective: to gain 60% of the market for soft drink industry. 2. Profit objective: to achieve 20% return on capital employed. 3. Promotional objective: to increase awareness of the product in the market. 4. Objective for survival: to survive the current market war between competitors. 5. Objective for growth: to increase the size of the worldwide Coca-Cola enterprise by 10%.

PUBLIC RELATION STRATEGY AND TACTICSFor countries in Asia, Coca-Cola company focused their P.R. campaigns on social problems, such as reconstruction of areas that are affected by disasters. The strategy is about sponsoring the needs of local people in that area. It can develop organizations credibility. In Coca-Cola case, the strategy can develop social responsibility credibility. Local people became very aware to what the Coca-Cola

Company did. The image, that Coca-Cola tried to build, sent to the society very well. Coca-Cola Company made associations with other foundation and also gave fund donations. It made Coca-Cola company has an image as a social company. Public Relation mix activities to develop organizations credibility. Ocean tsunami of December 2004 and earthquake in Pakistan in October 2005. Coca-Cola Company collaborated with local governments and International relief and development agencies, including the International federation of Red Cross and Red Crescent Societies, UNICEF, and International Medical Corps, to provide financial and material support. Coca-Cola Company gave a cash donation alone $8 million. Together with government agencies and NGO, Coca-Cola Company built schools and houses. In Indonesia, Coca-Cola Company built 11 schools in Aceh, also provided vehicles and communication tools. In Sri Lanka and India, it built schools and houses too. In Pakistan, Coca-Cola Company built 100 homes with local NGO SAHARA for life Trust. In Thailand, Indonesia and India, Coca-Cola company also donated fishing boats to families who dont have jobs anymore because of the disasters. In Thailand, they supported for a revolving microfinance loan program and a community e-learning center. In Indonesia, it helped to maintain a ceramic workshop. Besides, they helped people by providing pushcarts and kiosks in Thailand and Indonesia too. Besides their social activity, Coca-cola Company also sponsored few sport events. The Coca-Cola Company and FIFA, footballs world governing body, announced the extension of their long-time association. The partnership extension was announced by Joseph S. Blatter, president of FIFA, and E. Neville Isdell, chairman and chief executive officer, The Coca-Cola Company, in Cape Town, South Africa, host country for the 2010 FIFA World Cup. The Coca-Cola Company is the world's largest beverage company. Along with Coca-Cola, recognized as the world's most-valuable brand, the Company markets four of the world's top five soft drink brands, including Diet Coke, Fanta and Sprite, and a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and sports drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate exceeding 1.3 billion servings each day. Another product of Coca-cola Company, Sprite, held a dangdut singing competition called Ajang Sensasi Dangdut Plong (ASDP) in several part of Java Island. Dangdut music is very popular in Indonesia, so it was also very successful.

ADVERTISING STRATEGY AND TACTICSAdvertising strategy and tactics are very important too. Making waves in communications to make understanding between the product and the consumers. Advertising strategy and tactics consist of two-stage advertising campaign and make sure that advertising can reach all of outlets through television, radio, billboards, newspapers, magazines, and the internet. The first ads were created to make consumers awareness, whereas the second ads focuses on what the brand is all about. Ads were placed at the same time on the major networks before the launching. On the launching time, consumers can access via internet and clips of the television commercials. Also, we can give several of products in the bottle shape for the samples at specially events. Although advertising is usually very expensive, it is the most accuracy and effective way of exposing potential customers to Coca-Cola products. Coca-Cola also make use of line promotions, such as competitions or contests, coupons or vouchers, and free samples. Coca-cola advertising has a quite big impact on human culture, especially American culture. Coca-cola also invented an image of Santa Claus as a big old man with red and white clothes, just like Coca-colas characteristic. Advertising for Coca-cola company products for now almost can be seen anywhere.

SALES AND PROMOTIONAL ACTIVITIES Make advertisements in many versions on TV. The advertisements according to Coca-Cola Companys concept which is fun together. By personal selling. It is made up for P.R. and corporate image. Coca-Cola company uses the pull strategy, so that they know what customers want and they will buy the product. Coca-Cola company sponsors a lot of events including sports (for example, football matches in Indonesia, The Olympic Games, The FIFA World Cup, Rugby World Cup, etc), and educational activities. Coca-Cola Company uses competitions in providing instant prizes to encourage consumers buying the products.

Coca-Cola Company made a campaign which told that their products has the best taste and the most popular product by its large range of market share. Stocking up the products to the retailing stores, supermarkets, convenient stores, even in many sport stadiums and shopping malls. By stocking up the products everywhere, its not difficult to make the purchases. The Coca-Cola logo is displayed on T-shirts, hats, etc. People who wear it, indirectly promote Coca-Cola itself.

RESULT FROM THE CAMPAIGNBased on the objectives, that Coca-Cola Company has made, we havent get the results yet, because the campaigns are on going. However, so far, the campaign through sponsorship, exposing on media, billboards, and personal selling, CocaCola Company has gain an image as a sociable company. Besides, Coca-Cola is also identical with its fun-theme products.

CONCLUSIONCoca-Cola is a famous company in the world. Besides, it includes one of the biggest soft drinks company over the world. As others, Coca-Cola company also have Intergrated Marketing Communication (IMC) objectives and strategy. The objectives of Coca-Cola campaign are to make it be more motivated. Marketing campaign strategy consists of public relation strategy, advertising strategy and marketing strategy. Public relation strategy is used to establish a mutual understanding and create a good image or credibility from the company with its customers. It can be achieved by sponsorsing many events, such as sport or charity events. Those are what Coca-Cola company do too. Advertising strategy is usually done through media, either print media (like newspapers, magazines,etc), broadcast media (like TV and radio) or digital media (like internet). It aims to tell the information about the product to community. The strategy, that relate with the sales is marketing strategy. This talks about the right product, price, place, and promotion in order that people buy the product and satisfy with it. Coca-Cola produces the right product with many options of sizes and taste; sets the right price with more expensive price than others (because of the good quality and values of Coca-Colas products); definites the right place with stocking up products in supermarkets and retailing stores; and uses the right promotion with sales promotion. Marketing tactics are also done by right segmentation. Coca-Cola company produces many kinds of product. Each product satisfies a certain group of target market. Its target markets are usually teenagers.

PROMOTION MATERIAL

Posters

Brochure: