Integrated Strategic Marketing Plan: Section Two - Parts 2: G-I

Integrated Strategic Marketing Plan: Section Two

Corporate Vision

Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth (The Coca-Cola Company, n.d.). Coca-Cola offers a great work environment, where people are inspired to be the best they can be. We offer to the world a unique portfolio of quality beverages that satisfies people’s desires and needs. Our partnerships ensure a winning network of customers and suppliers that create one of a kind value. Our vision is to make a difference in the world we live in, by helping build and support sustainable communities, maximize long-term return to shareholders, and maintain a highly effective and fast-moving organization.

Corporate Mission

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions (The Coca-Cola Company, n.d.).

• To refresh the world...
• To inspire moments of optimism and happiness...
• To create value and make a difference.

Promotional Strategy

Coca-Cola just recently announced that for the first time, all Coke Trademark brands will be united in one global creative campaign: Taste the Feeling (Moye, 2016).” This strategy focuses on the iconic appeal of the world’s number one beverage brand to Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero, Coca-Cola Life, and the all new Coca-Cola Plus. Through this promotional strategy, we can show our commitment to choose, offering consumers whichever Coca-Cola suits their taste, lifestyle, and diet – with or without calories, with or without caffeine, and with or without healthier alternatives. We are reinforcing that Coca-Cola is one brand with different variants for everyone, all of which share the same values and visual iconography (Moye, 2016).

References

Moye, J. (2016, January 19). ‘One Brand’ Strategy, New Global Campaign Unite Coca-Cola Trademark. Retrieved from Coca-Cola: http://www.coca-colacompany.com/stories/taste-the-feeling-launch

The Coca-Cola Company. (n.d.). Mission, Vision & Values . Retrieved from Coca-Cola: http://www.coca-colacompany.com/our-company/mission-vision-values