The role of communication in the marketing of soft drinks in Ghana- a case of coca-cola, Kumasi

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2008-11-17
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The field of marketing is an area always evolving and developing. One of the biggest developments during the last decades is the introduction of marketing and marketing communications. Marketing communications is a systematic relationship between a business and its market. It needs to be established as a proven fact that the quests for achieving and sustaining competitive advantage by business organizations have led most of them embarking upon effective marketing and marketing communications programmes purposely to communicate their offerings in the market place. The purpose of this thesis is to investigate the role of Communications in the Marketing of Soft Drinks in Ghana, a case of Coca-Cola, Kumasi. To reach this purpose the researcher had reviewed what marketing is, the marketing orientations, criticisms of marketing, the 4Ps, why the 4ps communicate, criticisms of the 4Ps and the expanded forms. A further review had been done on what marketing communications is the marketing communications process and lastly, integrated marketing communications, its benefits and drawbacks. The findings of this study have revealed that Coca-Cola is a marketing oriented company since it is able to meet customer needs and wants profitably, integrates marketing with the other functions of the company and uses wide range of communications channels to market its products and lastly integrates its communications efforts so as to reach the selected target markets.
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A thesis submitted to the Department of Marketing and Corporate Strategies, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the degree of Master Of Business Administration (MBA), 2008
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