Exploring the Role of Experiential Marketing in Integrated Marketing Communication: The Study Investigate the Use of Experiential Marketing in IMC and its Impact on Business Outcomes of Coca Cola Bottling Company

Abstract

This study explores the role of experiential marketing in Coca-Cola Bottling Company’s integrated marketing communications (IMC) strategy, examining its impact on business outcomes. Experiential marketing, focused on creating memorable brand experiences, has become an essential part of modern IMC, moving beyond traditional advertising to drive deeper consumer engagement. This research uses a case study approach, analyzing Coca-Cola’s diverse experiential initiatives—from large-scale events and sponsorships to smaller, localized activations—to understand their contribution to overall marketing effectiveness.

The study examines how Coca-Cola integrates experiential marketing with other IMC tools, such as digital marketing, public relations, and traditional advertising, to create a cohesive and impactful brand message. Data collection involves a review of secondary sources, including Coca-Cola’s marketing reports, press releases, and publicly available information about its experiential campaigns. Qualitative data can be collected through interviews with marketing professionals in the company or analysis of consumer comments on social media platforms.

The analysis will assess the effectiveness of Coca-Cola’s experiential marketing efforts by examining key performance indicators (KPIs) such as brand awareness, consumer engagement, sales figures, and return on investment (ROI). The study aims to identify best practices in integrating experiential marketing into a broader IMC strategy and to determine the specific contributions of  experiential initiatives to achieving business objectives. The results will provide valuable insights for marketers seeking to use experiential marketing to improve brand loyalty, drive sales, and strengthen consumer relationships. This research contributes to the existing literature by providing a detailed case study of a successful implementation of experiential marketing by a leading global brand within a comprehensive IMC framework. The results will provide practical advice for companies seeking to optimize their experiential marketing strategies.

Keywords: Experiential Marketing, IMC, Traditional Advertising, Consumer Behavior, Consumer Engagement, Public relations Campaigns