Introduction
The coco-cola company is the world leading beverage multinational company. As argued out by Lauren (2013), the company boasts refreshing consumers with at least 500 sparkling brands as well. The portfolio of the company features various brands such as Del Valle, Georgia, Simply, Minute Maid, Powerade, Vitamin water , Coca-Cola Zero, Sprite, Fanta and Diet Coke.
The company is also the world-leading provider of juice drinks, ready-to-drink coffees in addition to sparkling beverages. Apart from being the provider of various types of refreshing drinks, the company is focused on environmental sustainability efforts, including creating healthy living, assisting the local communities within its areas of operation to develop and minimize environmental footprint.
Chavadi and Kokatnur (2009) note that for any company to maintain its competitive advantage in the volatile global market, it must develop promotional and advertisement strategies to promote its products and services. Ahmed et al. (2012) carried out a study to investigate the effects of promotional tools such as Billboards, LCD’s, LED, TV advertisement as well on-print media on enhancing sales in the suburb part of Pakistan.
The study employed quantitative research technique and structured questionnaires were distributed to the subjects in order to gather information. The findings of the study revealed that LCD and LED did not have considerable effect on enhancing sales while print media as well as TV advertisement demonstrated positive outcome on sales.
In another development, Chavadi and Kokatnur (2009) conducted a study to investigate the effect of short-term advertisement adverts with reference to quantity consumption and footfalls. The study also aimed at examining the effect of adverts on demographic variables. Those who took part in this study included 30 consumers who paid a visit to each store.
The respondents were supplied with questionnaires for data collection. Results from this study indicated that advertisements have the potential to increases footfalls as well as attracting new customers. The study also discovered that majority of customers have a tendency to switch to those goods with more offers and fresh products.
This paper will design an advertisement campaign for Coca Cola Company, which will be incorporated in the digital network. Menon et al. (2004) carried out a study to investigate the best ways to assess the effectiveness of promotional and advertisement strategies. The findings of this study discovered that the best strategy to evaluate the efficiency of advertisement is to look at the volume of sales as well as the number of customers attracted by the advert.
Marketing Communication
Organizations have a responsibility of formulating effective marketing communication strategies to promote themselves and products which they produce. This is essential to create awareness among their potential customers. The objectives of marketing communication strategy is to ensure that all employees in an organization have access to timely and relevant information to assist them deliver their services to the customers effectively.
The strategies also ensure that firms are well positioned to maximize their opportunity of promoting positive activities and achievements of the organizations. Communication strategies also ensure that organizations communicate with a wide range of target markets according to their commitment to equality, inclusivity and diversity in an effective and professional and effective manner (Lamp, 2011).
Towards designing LED billboards
As Coca-Cola’s “game plan has many fronts, from promoting healthy lifestyles and sporting events to diversifying its product lineup” (Gara 2013). it is important for the company to effectively spread those ideas with the help of creative and advertisement. As indicated by Banjo and Zimmerman (2013), the process of designing an LED billboards is quite challenging and demands high level of thinking and creativity.
Before, designing advertisement campaign for Coca Cola, I will first determine the kind of product that will be advertised. For the purpose of this study, the product will be “Vitamin water” manufactured by the company. My target consumers are those living in urban areas of the United States and the message is “Drinking Vitamin Water for enhanced Health”. I will draw an athlete holding a can of vitamin water and besides the image will be the product message stipulated above. The name of the product will be at least 3 feet tall while the rest of the words will be 2 feet tall for clarity and clear vision. The colors that will be employed in designing this billboard will be red and yellow to attract the attention of pass byes. The ad will be aired for a short period of 30 seconds.
Positioning
Brand position mapping is done when an organization has already identified target market for their products. For the Coca Cola Corporation, it has already identified its target market as local and international travelers and tourists, couples and everyone who can afford the company’s mineral water among other products. Brand mapping measures the performance and importance of brands and products in relation to the competitive market place. It also measures market preference, awareness and perception.
Conclusion
It is evident in the above discussion that advertisement and promotional concepts are critical in enhancing the competitive advantage of a company in addition to maintaining its viability in the volatile global market. Some of the consideration an individual should put in mind before designing an LED billboard includes knowing the product, showcasing the product, designing billboard text, using suitable text styles, selecting a good graphic, using attracting colors as well as being simple and creative.
References
Banjo, S., & Zimmerman, A. (2013). Rivals Objects to Wal-Mart Adverts. The Wall Street Journal, 6(2), 1-4.
Chavadi, C. A., & Kokatnur, S. S. (2009). Impact of Short-Term Promotional Ads on Food Retailing. ICFAI Journal of Consumer Behavior, 4(1), 21-35.
Gara, T. (March 2013). Coke’s “Stroke of Genius”. The Wall Street Journal.
Lamp, C. (2011). Essentials of marketing. New York, NY: Cengage Learning.
Lauren, T. (2013). Who Gets the Coke? Fans Determine Storyline of Coca-Cola Big Game Ad in Real Time. The Wall Street Journal, 4(3), 1-6.
Menon, A. M., Deshpande, A. D., Zinkhan, G. M., & Perri III, M. (2004). A model assessing the effectiveness of direct-to-consumer advertising: Integration of concepts and measures from marketing and healthcare. International Journal of Advertising, 23(1), 91-118.