Coca cola social media strategy pdf

Coca cola fan page is the second largest fan page in facebook. Coca cola currently has a highfunctioning social media plan. Media can be defined as a facilitating institution who suggest appropriate message within the operative constraints of space tyagi and kumar, 2004, p. He had remarkable values, and placed our people at the centre of everything we do. Objectives and strategies marketing objectives follow. This is reflected in the companys 2017 employee engagement results, which set the bar for the coca. Cocacola launches new social media policy digital buzz. Since its founding in 1886, the coca cola company has become a global force. It made people purchase cocacola and share their memorable moments with their friends and family on social media. How cocacola leverages digital to reach beyond the real.

Group director of worldwide interactive marketing for coca cola, created for the istrategy2010 conference. There are seven very important values for coca cola that the brands strategy. Communications public relations, advertising, marketing, social media. Mobile marketing case study digital marketing institute. Pdf the impact of social media on marketing strategy. Cans had culturally relevant, personalized messages with both the english and north korean words for coca cola, playing up the brands longtime campaign message buy the world a coke. The feel good factor and the fun life style are some important things that reflect in coca cola s marketing strategy. In the past, both participation marketing and youtube influencers have been a part of its advertising strategy. The company came under a storm of criticism after the new york times charged that coca cola was funding obesity research that attempted to disprove the. Pdf as a chandler founded the coca cola company back in 1886 and it is. Pdf strategic marketing plan for cocacola 2016 researchgate.

They employ four social media channels that are fostering a high volume of fan involvement that is successfully creating a brand image and community. The overview of this case study clearly provides information that using advance crm strategy help coca cola to achieve their goal without losing their market. Cokes integrated marketing strategies utilize both traditional and new media to create unique ads that tell a brand story across multiple channels. Coca colas social media team is very active in responding to. The worldwide popularity of coca cola was a result of simple yet groundbreaking marketing strategies like consistency.

It sells 3500 different products and had a partnership with 250 bottling companies worldwide. Coca colas social media marketing strategy to become a. Cocacola had ensured that the campaign slogan should be something that is very catchy and easy to recall such that the call should action should immediately come to mind when the customer purchases the brand. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Cocacola designs a contentbased marketing strategy.

Specifically, they point to the wall street journal oped by coca cola ceo muhtar kent. North american consumers show the strongest interest in using social media for deals 45%, followed by. This is both a threat and an opportunity for coca cola. Heres how coca cola keeps its marketing strategy focused. Coca cola is the worlds largest beverage company with a solid financial position making it a major force in the food and beverage world and so the name recognition in itself gives the company great power to maintain and introduce products in places and customers that. Here are a few ways we are using multimedia to make a bigger bang. Videos have always been an integral part of coca cola s marketing strategy. Pdf potentials of social media engagement for influencing. The coca cola social media marketing strategy passive. Coca cola is one of the largest beverage manufacturing companies in the world and have a presence in around 200 countries of the world. Communications experts praise coca cola s recent response to criticisms as an example of firstclass corporate crisis management.

Coca cola has found a way to stay relevant in a market that is slowly turning away from sugary drinks like soda. Lets take a look at the coca cola social media marketing strategy which is the companys most effective marketing and customer engagement channel. Social responsibility, sponsorship of uk football leagues, continual sponsorship of the olympics. Their facebook account allows users to become fans of coca cola, thus making them part of a very large and vibrant online community. An analysis of the social media presence of the brands global. Read the latest company statements and press releases to stay up to date on the latest from the cocacola company, its portfolio of brands, employees, and communities. Social the coca cola company can be impacted by following social variables soft drink beverages are considered unhealthy and people are getting health conscious. Last month, we wrote about coca cola s expedition 206 campaign, in which the company uses social media to pick three individuals to travel the world in 2010, who in turn visit a. Share a coke in the us was more successful in driving sales. Social media analytics and insights on cocacola unmetric. Coca cola has used various tactics to ensure it ha s maintained a healthy presence on social media and i n this piece, im going to look at three ways it keeps itself front of mind for consumers. A savvy seo strategy will also make use of social media assets, links and likes for strengthening the position of other web assets in the search engine results pages. The team in charge of social media content sharing ensures that they boost a post from one social platform through their numerous other social channels to keep things a bit in sync and to appeal to different fans across different social networks. Interbrand ranked coca cola as the 3rd largest multinational in the world while corebrand gave them first position for most respected brand in america.

This case study describes how cocacola encouraged teens to share a coke with. Coca cola swot analysis 6 key strengths in 2020 sm insight. Coca cola also has an excellent culture that is based on its values. Creating brand value through content excellence geniusworks. Cocacola journey uses video, animated gifs and more to champion our culture by bringing more than 700,000 cocacola system employees worldwidefrom. So, as nike, social media is a vital part of the cocacola marketing strategy. It identifies all the key strengths, weaknesses, opportunities and threats that affect the company the most. The resultant international presence of coca cola is a direct outgrowth of the marriage of the advertising, direct marketing, as well as web based interactive and social media. Social networking the use of a dedicated web site to communicate informally with other.

Follow our code of business conduct and all other company policies. The revamp marked the launch of the brands new social strategy rooted in optimism, uplift and connection. Be certified in the social media certification program. This coca cola swot analysis reveals how the company controlling one of the most iconic brands of all time used its competitive advantages to become the worlds second largest beverage manufacturer. Rather, than focusing on marketing messages, coca cola simply gathers images that are somehow related to the coke, itself. An analysis of price, product and communication julia anders research paper. Pdf this study examines how brands explore the potentials of. Coca cola maintains a number of profiles on different social networks. Pdf on feb 1, 2019, naama al tunaiji and others published coca cola strategy project find, read and cite all the research you need on researchgate. Inside cocacolas social media strategy and happiness. We have used the qci model on this case study to clearly study the coca cola crm process. Coca cola has done well digitally also, their social media marketing campaigns and ad campaigns have played great role for e. Who is coca cola coca cola has over 3500 products in over 200 countries most recognized brand in the world 94% of worlds population recognize coca cola employs 146,200 people worldwide in business for 126 years and 50 consecutive years of increased profit. Find out how the cocacola company is achieving sustainability goals around water stewardship, packaging and more.

The media strategy focused on establishing badge value by encouraging teens to. Cocacola has unveiled an uplifting new film touting choose happiness, part of the companys effort to streamline messaging across all its brands. Cocacola also recently wrapped up two social media campaigns, expedition 206, where. This has started a trend on the social networking sites and coca cola gained its brand values and had. Coca cola and corporate social responsibility coca cola s position atop the branding world hasnt come easily, and its future there isnt guaranteed. Cola hbc above the willis towers watson benchmarking pool of high. Three keys to cocacolas success on social media econsultancy. Coca cola does not merely use their social profiles to amplify their existing content but has a strategy tailormade for each network and geographical location. These videos mostly capture the moments of joy in peoples life.