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Complete 12 page APA formatted essay: Marketing *public relations.of focusing on product attributes, marketers have realized that it is the customer who should be the essential focus of every marketin
Complete 12 page APA formatted essay: Marketing *public relations.
of focusing on product attributes, marketers have realized that it is the customer who should be the essential focus of every marketing strategy since it is the customer who is the recipient and the ultimate evaluator of the products and services the company provides. One of the approaches used with different organisations is the use of Integrated Marketing Communication (IMC).
Hence, the main goal of this paper is to provide a critical analysis of the Integrated Marketing Communications relating to the products RC Cola, specifically its RC brand. This paper will provide insightful details regarding IMC and the tools that can be used by the marketer to promote their product portfolios. In addition, this paper will discuss the advantages and disadvantages of the IMC tools.
The main products of the company comprises of different soft drinks brand including RC and Diet RC,. In order to promote their RC brand, specifically the Diet RC, the marketing division of the company has been able to utilize different marketing strategy in order to be competitive in the market place. In addition, different approaches of promotional campaigns have been imposed so as to make the product more appealing to the target market and to make RC have a light , crisp and refreshing taste and assured safety (RC World, 2005)
Accordingly, 60% of the marketing resources in RC are used on advertising. The advertising and promotional tools used by the company include TV promotions with radio, magazine, cinema and outdoor support. Other promotional items include point of sale material, consumer premiums (e.g. clothing, caps, etc), and sporting and concert sponsorships.
Although, these promotional tools that is use to promote the RC brands can be considered as one of the strength of the company, the marketing department is still aware that they must used other promotional or communication tools to sustain their competitive position. In addition, the market nowadays has been greatly influenced
