A Case Study of Communication Strategy

The exchange of thoughts and information between individuals is referred to as communication. The sender is the source of the information, while the recipient is the one who receives it. There are several ways to communicate, including verbally, nonverbally, in writing, and visually. In the business world, the skill of communication is utilized to improve operations and disseminate information about various goods and services that businesses sell on the market (Shafiulla & Babu, 2014). Therefore, it is crucial that businesses create efficient communication plans that are appropriate for their line of work. A communication strategy is a plan that entails how an organization intends to reach out to possible clients and makes their goals are known and what they would want to share with the public concerning their goods or services. It has been used by international companies, where it has acted as their principal tool of expansion. Therefore, this paper is a case study analysis of communication strategies of Coca-Cola Company.

The Communication Strategy of Coca-Cola Company (Summary)

Coca-Cola is a global company that is specialized in manufacturing of non-alcoholic beverages. The company is based in the United States and is currently operating in more than 200 countries globally. Coca-Cola is one of the corporations that has benefited from effective communication strategy and innovation, which has made it expand its operations (Shafiulla & Babu, 2014). Riel and Fombrum discuss how innovation communication process has assisted Coca-Cola Company in advertisement, competition, and maintenance of good reputation.

The company’s logo is an essential communication strategy. According to Riel and Fombrum (2009), the logo was printed in Spenserian script in 1923 and has remained unchanged to date; this makes it unique and more competitive in the market. Nonetheless, it makes it possible to quickly identify the products of the company. Coca-Cola Company uses distinct bottles for distribution. The bottles have the logo mounted on them to make further appeal to the customers (Riel & Fombrun, 2009). The consistency in the logo and the type of containers are meant to communicate their brand and uniqueness in the crowded soft drink market.

Coca-Cola uses both published and visual media as a means of communication to ensure that their message reaches the consumers. Riel and Fombrun state that the choice of magazines used in the print media advertisement depends on the readability of the paper. Similarly, the company chooses the most watched television stations and programs to advertise their products. Advertisement communication ensures that the company remains competitive. Television ads are prepared based on the local culture, and they differ from one country to the other, this prevents possible cultural conflict that may arise (Riel & Fombrun, 2009).

The Internet has formed a crucial platform for communication not only to Coca-Cola Company, but also to other companies. Riel and Fombrun maintain the position that the company uses pope up-ads, banners as well as onsite sponsorship to reach to their online users to ensure that no one is left out in their communication coverage (Riel & Fombrun, 2009).

Analysis of the Coca-Cola Communication Strategy

The basic method used to increase sales by companies is to make their product known to consumers through advertisement. Coca-Cola has increased sales globally by conducting consistent advertisement communications (Shafiulla & Babu, 2014). The company uses social media, print and television publicity to convince the consumers to buy their products. The market stability and the consistency of sales experienced by the company is due to active communications, which are conducted through advertisements.

Communication strategies employed by the company are critical in enhancing the services and goods that are produced by the company. The company formulates plans that assist in achieving their objectives (Riel & Fombrun, 2009). Nonetheless, it helps in ensuring that consumers understand what the company does, and why they do it. Coca-Cola Company has successfully created value for their products by employing effective communication strategies. Their taste and logo have remained unchanged since it was started, making consumers to believe in the quality of their products.

Communication strategy as a model in the company has been improved to fit the changing market circumstances, and to accommodate the culture and practices of different communities. For instance, advertisements that are conducted by the company take into consideration the cultural practices of people, thus, explains why Coca-Cola advertisements are different almost in all countries, where their products are sold. Another recent case is the use of the internet to reach out to the online users (Riel & Fombrun, 2009). The company uses pop up-ads and posters among other online strategies to achieve their objectives. However, specific products of the company have been associated with health problems; this has made some people question their safety. Hence, it has limited the communication strategy to some extent. The management of the company has reacted by manufacturing coke zero sugar for the consumption if those who do not want to consume the ordinary coke with sugar.

Integration Techniques

Coca-Cola communication strategies can be incorporated to achieve higher results in Braco Diapers Manufacturing Company, where I am currently working. The aspect of internet engagement of online users and the application of various strategies such as pop up-ads can be instrumental in promoting sales for the diapers company. Cultural considerations and consistency in brand and quality as applied by Coca-Cola Company can also be integrated into Braco Diaper Manufacturing Company’s communication model to assist in building customer loyalty.

Conclusion

Coca-Cola company is one of the major global players in the manufacture of none alcoholic drinks. The company has been able to remain at the top of the market due to effective communication strategy. Its logo and bottles used for distribution have been consistent since the company was started. Social media, television and print media are some of the communication channels that the company uses to reach to consumers. The company involves effective management to solve issues that may affect their strategic communication process.

References

Riel, C. V., & Fombrun, C. J. (2009). Essentials of corporate communication: Implementing practices for effective reputation management. London: Routledge.

Shafiulla, B., & Babu, P. P. (2014). Innovative integrated marketing communication strategies used to market Ra.One: A critical analysis. IUP Journal of Marketing Management, 13(2), 19-39.