Value Based IMC Case Study Rachel Hasle Essay Example

purchases, and related activities. Direct marketing primarily revolves around databases driven by promoting product-customer relationships.Hess Mike and Doe Peter from Nielsen media analytics define data fusion as integrating multiple survey databases at a respondent level to create a unified source of information. Coca-Cola has implemented an enterprise data warehousing system capable of displaying multinational retail information, such as customer behavior, purchase history, satisfaction levels, and segmentation statistics. Through "master data management," this information is standardized to inform marketing decisions and respond quickly to market changes. Additionally, Coca-Cola collects geographic information to improve products, minimize manufacturing costs, and increase revenue. To ensure consistent taste in their Minute Maid orange juice product sold year-round despite the three-month peak growing season for oranges, Coca-Cola uses the "Black Book" model which gathers various data sources like satellite imagery, weather updates, crop yields, regional preferences including detailed data about 600 different flavors that make up an orange among other variables. In marketing decisions too e-commerce data from social media platforms like Facebook and Twitter with over 90 million followers on Facebook alone are used by Coca-Cola.By studying their potential audience's behavior and using tactical approaches, Coca-Cola gathers information about them. They rate various promotional plans based on different criteria evaluations and goals, such as creating the most remembered commercial during a Super Bowl. Surveys and organizations are responsible for rating this data.

To determine distribution locations and channels, Coca-Cola uses various types of data such as product purchase records, financial statements, budgets, and points of sales. For example, Walter generates four billion in annual sales of Coca-Cola products (Big Data-Startups website). As a global enterprise and one of the main beverage

industry adders, Coca-Cola's success is comprehensible due to precise marketing decisions that rely on deep technological analysis of meaningful data.

According to Anthony J. Van deer Hook from The Coca Cola Company's Global Customer and Commercial Leadership department, data analysis has become key to effective marketing strategies. He believes that it ensures the right products are in the right stores at the right time to meet consumers' daily and seasonal consumption needs (Attracted).