Download - Coca-Cola Integrated Marketing Communication
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Щастие по време на криза.ИМК на Coca-Cola
Дипломант: Василена Вълчанова, #80550
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Пазарен успех
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16,1%от пазара на напитки
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22,6%от пазара на безалкохолни
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41,8%от пазара на газирани
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1,5 милиарда / денпродадени бутилки
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$ 68 734 000стойност на бранда
Според Interbrand
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=
2010 Ferrari 599 GTB Fiorano $5 878 030
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“It’s the marketing stupid!”
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Какво Е Coca-Cola?• Carbonated water• Sugar (sucrose or high-fructose
corn syrup depending on country of origin)
• Caffeine• Phosphoric acid v. Caramel (E150d)• Natural flavorings
• 355ml Coca-Cola:– 39 grams of carbohydrates– 50 mg of sodium– 0 grams fat– 0 grams potassium– 140 calories
Какво е Coca-Cola?• УСМИВКА!
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Мисия:да освежава светада вдъхновява моменти на оптимизъм и щастиеда създава стойност за своите потребители, с което да променя света
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Основни апели:ЩастиеРадост от животаСподелянеПриятелствоЛюбовОбщуванеЗабавление
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Семиотика на щастието
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Звук
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Цвят
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Наратив – Вълшебно средство
Coca-Cola е вълшебно средство,с което потребителят си осигурявапозитивни емоции.
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Наратив - Супергерой
Coca-Cola е героят,който се бори съсСкуката.
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Хронотопи на щастието
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Метеорология на щастието
Няма нищо по-хубаво отхубавото време!
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Спонсорства
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Специални събитияРекорд на Гинес по отваряне на бутилки Дубай,
760 участници
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Point-of-Sales
HappinessMachine
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Стари vs. Нови медии?
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Стари & Нови медии!!!
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стимулира споделянето между самите потребители по естествения път на Word-of-Mouth маркетинга
изгражда по-тясно сътрудничество между марката и публиките
канали за обратна връзкаанализ на нагласи и нови трендовеподкрепа на други кампанииноси потенциален риск!
Стари & Нови медии!!!
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Facebook, Twitter, YouTube, Flickr, MySpace, Bebo
Средно за Fortune 100 – Coca-ColaTwitter: 1 489 – 57 600 последователиFacebook: 40 884 – 8 085 037 фена
“We're changing fundamentally from being TV commercial producers to content developers” - Joe Tripodi, CMO, Atlanta, Nov. 2009
Have fun, but be smart.
Стари & Нови медии!!!
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Стари & Нови медии!!!
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ИДЕИ
Coca-Cola и новите медии в България
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Нови медииFacebook: масов канал
1,5 млн. българи50% интернет население20% общо население
Стратегия„Отвори път на щастието!” - емоционален заряд и предизвикателствобрандирано съдържаниевъншни за марката новини, идеи и мултимедияпопуляризиране на други маркетингови активностиинтеграция на различните маркетингови канали
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Нови медииTwitter : връзка с лидериСтратегия:
споделяне на „щастливи моменти” от Coca-Cola;„създаване на щастие” без директна връзка с маркатадвустранна връзка с последователите: @-отговори, RTнеформален стил на комуникация
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Нови медииБлог: Coca-Cola вестникСтратегия:
нови маркетингови активностиначална обратна връзкаинформация за нови игри, промоции и др. допълнителен канал за ангажиранеобщи теми и забавни елементипредизвикателства – провокират активността на потребителите
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Благодаря за вниманието!
Василена Вълчанова,Мажоретка във Фабриката за Щастие