Marketing News Story

Running head: MARKETING NEWS STORY 1
Marketing News Story
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MARKETING NEWS STORY 2
Marketing News Story
The selected story features on the Marketing Week news channel, and highlights how the
Coca-Cola is using its unified pack strategy to revamp its entire range of offerings. In its bid to
innovate, design, and produce drinks that serve the changing consumers’ purchasing behaviour
towards healthy beverages, it produces the Coca-Cola Zero Sugar variant. However, with the
existence of former brands including the Diet Coke and Coca-Cola packs, consumers are
becoming confused. As a result, it has adopted the ‘One Brand’ strategy to align them with the
refreshed Zero Sugar. The Coca-Cola views this approach as an integral step to its market
approach (Marketing Week, 2021).
In analysing this news story, the integrated marketing communication (IMC) concept will
be referenced. As noted by Camilleri (2018), an IMC is an approach that consists of many
promotional tools (sales promotion, advertising, direct marketing, personal selling,
events/sponsorship, customer service, and public relations) adopted by a firm as part of its
overall marketing strategy. An effective IMC is one that promotes entity’s offerings by sending
messages that are clear, consistent, and complementary with an aim to turning prospects buyers
into customers and making the current consumers do repurchases. Muhanji and Ngari (2015) the
premise of IMC is that marketer’s first focus on the consumers’ needs purchasing behaviour and
media exposure among other factors. Afterwards, customers are exposed to the services and
products being offered through various marketing communication channels and respond to those
they consider credible.
Therefore, the IMC concept applies to this case of Coca-Cola revamping its products
since it is a part of its marketing approach.

Specifically, as the IMC stresses on the use of various promotional tools to create
awareness of its products, the Coca-Cola launched a campaign to supports its revamp efforts and
also create awareness about the new recipe, ‘Best Coke Ever’, of Coke Zero through digital,
social, TV, and out-of-home channels (Marketing Week, 2021). Additionally, it also engaged
celebrities such as musicians.
Coca-Cola understands that consumers’ actions result from learning, which ultimately
influences their decision to buy. On this note, and in line with the theory of cognition, it
understands that consumers respond through exposure, thought influence attitude as well as the
behavioural intent. It designed its marketing messages and logos to feature the brand’s classic
red, which can be seen as a behaviouristic segmentation, to have new and Coca-Cola Original
Taste drinkers embrace the Zero Sugar variant. Scrapping individual brand campaigns for ‘One
Brand’ strategy and the use of the classic red across all variants is an assurance to the consumers
that the same experience is preserved and will make it realise more sales as per the classical
conditioning theory. People will always buy it once they see the red label and having learnt that
all varieties are the same.
The adoption of the unified pack strategy and subsequent communication to consumers
using IMC is a great move that will create awareness about Coca-Cola’s continued commitment
to offering greater experiences in soft drinks.

References
Camilleri, M. A. (2018). Integrated marketing communications. In M. A. Camilleri, Travel
marketing, tourism economics and the airline product (pp. 85-103
https://www.um.edu.mt/library/oar/bitstream/123456789/21432/5/Integrated
%20Marketing%20Communications.pdf). Cham, Switzerland: Springer Nature.
Marketing Week. (2021, April 9). Coca-Cola revamps entire range as it sticks by unified pack
strategy. Marketing Week, pp. https://www.marketingweek.com/coca-cola-unified-
packaging-strategy/.
Muhanji, E. M., & Ngari, B. (2015). Influence of integrated marketing communication and sales
performance of commercial banks in Kenya. International Journal of Scientific and
Research Publications, 5 (9), 1-20.

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Running head: MARKETING NEWS STORY 1

Marketing News Story

Marketing News Story

approach (Marketing Week, 2021).

be referenced. As noted by Camilleri (2018), an IMC is an approach that consists of many

promotional tools (sales promotion, advertising, direct marketing, personal selling,

they consider credible.

since it is a part of its marketing approach.

celebrities such as musicians.

all varieties are the same.

to offering greater experiences in soft drinks.

Camilleri, M. A. (2018). Integrated marketing communications. In M. A. Camilleri, Travel

marketing, tourism economics and the airline product (pp. 85-103

%20Marketing%20Communications.pdf). Cham, Switzerland: Springer Nature.

strategy. Marketing Week, pp. https://www.marketingweek.com/coca-cola-unified-

performance of commercial banks in Kenya. International Journal of Scientific and

Research Publications, 5 (9), 1-20.

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