An Exploration of Coca-Cola's Social Media Strategies

To analyse the role of social media
campaign on building brand image of
company: A study on Coca Cola UK
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Table of Contents
LO1.......................................................................................................................................................3
1.1....................................................................................................................................................3
INTRODUCTION ...............................................................................................................................3
1.3 Factors contributed in the research project selection ................................................................4
LO 2......................................................................................................................................................6
2.1....................................................................................................................................................6
2.2....................................................................................................................................................6
LO 3......................................................................................................................................................9
3.1....................................................................................................................................................9
3.2..................................................................................................................................................11
LO 4....................................................................................................................................................12
4.1..................................................................................................................................................12
4.2..................................................................................................................................................12
4.3..................................................................................................................................................13
LO 5....................................................................................................................................................14
5.1..................................................................................................................................................14
5.2. 5.3 Summarizing the key findings of the research using suitable methods............................14
5.4..................................................................................................................................................19
References..........................................................................................................................................21
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LO1
1.1
INTRODUCTION
Background
Research project can be stated as concise document that is being developed on a particular
research topic. There are wide range of tools and techniques that are needed in research project in
order to attain the objective and aim of study. The research can be defined as cautious and in depth
study into a particular problem or issue with the aid of scientific methods. In the existing era, the
significance of social media has enhanced speedily and every business entity has started to adopt
this tool for accelerating its overall performance in the market. The social media is used as
important tool by entities to widen their business. The organization can easily communicate their
brand value to maximum audience. Social media is effective tool that enable the organization to
advertise their broad range of products and services and establish emotional connection with tar get
customers. There are contrasting social networking sites such as Facebook, Instagram, Twitter,
Snapchat, Pinterest etc. that can be used for marketing. They are cost effective source that can be
used by entities to spread awareness about their products and services. The organization can use
social media sites to facilitate their marketing campaign such as e-brochure can be designed and
uploaded on Facebook etc. Other than this, the extent of market rivalry is increasing significantly
due to which social media campaign can be regarded as prominent source for strengthening
customer base and winning their life time loyalty. In this respect, social media can be used as tool to
showcase how entity is rendering better and fine offerings to its potential market in comparison to
its rivals. Apart from this, product differentiation has also enhanced significantly in modern era and
social networking site permit the brand to give better performance in market. Therefore, it can be
stated that social media can be used to gain competitive benefits in market.
The present study is based on the analysis of role of social media campaign on building the
brand image of entity. To facilitate the study Coca Cola has been selected. It is American carbonated
soft drink company introduced in 1886 in Atlanta, Georgia, USA. The company holds leading
position in the beverage industry. As per the Intervrand best international brand strategy of 2015,
Coca Cola is globe third most valued brand. According to the statistics of 2013, the offerings of
company are sold in around 200 nations across the world. sThe mission of company is to develop
value and make a difference in the lives of people. In order to attain its mission, entity use different
methods to enhance the quality of its services. Thereafter, to boost the sales of its offerings in
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market with high competition, wide range of marketing tactics are used by entity. Coca Cola enjoys
high reputation in market due to efficiency of business to meet the expectations and needs of
customers.
1.2 Research outline specification
The prime focus of the current study will be “ To analyse the role of social media campaign
on the brand image of the company: A study on Coca Cola, UK”. In order to assure smooth
completion of study in desired manner,diverse objectives have been framed which are depicted as
follows:
 To ascertain the role of social media campaign in the beverage industry
 To determine the conceptualization of social media marketing and brand image
 To investigate the impact of social media marketing on brand image for Coca Cola UK.
 To recommend the ways through which Coca Cola can carry out effective social media
practices
With the help of aforementioned objectives, the present study can be performed so that
ultimate objective can be attained easily.
Research question
 What is social media marketing and brand image?
 How social media marketing impact brand image of Coca Cola UK?
 What are the ways through which Coca Cola can carry out effective social media practices ?
 What are the main significance that Coca Cola can obtain by performing social media
campaign?
So, aforementioned are few of the research questions that will be framed for the current
study so as to attain the overall objectives. They will act as a foundation for the investigator to
increase the overall effectiveness of the study.
1.3
Factors contributed in the research project selection
The present study is based on the topic”“To analyse the role of social media campaign on the
brand image of the company: A study on Coca Cola, UK”. To facilitate the study Coca Cola which
is leader in beverage industry is selected. In the present dynamic world, the organization face
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numerous challenges in the market such as frequent changing technology, increasing competition,
political and economic instability, increased awareness among customers, change in taste and
preference of customers etc. In order to overcome these problems, core competency can be build
by company. In addition to this aspect, social media can be used by entity to develop unique image
in market. The identity of company is mediated through social media and therefore firm can build
value of its offerings through this platform. Other than this,it is effective tool for spreading
awareness in market regarding new offerings, discounts and other information. With the help of
social media company can strengthen its relationship with potential customers. The main reason for
adopting social media tools is that in most convenient and cost effective approach that can be used
to reach wide range of audience at a time. Hence , it can be considered as few of the main factors
that will help in choice of research project.
Justification of the research question
The social media marketing is the most trending topic at present. In order to stay ahead of
the competitors, it is important in present day for company to communicate its brand value through
social media sites. It further play important role in impacting the brand image of company. It
facilitate the customer to not only familiarize the entity but also know how it is better than others.
The social media tools can b e used by company in increasing its presence at international level.
With the aid of social media sites organization can generate leads and enhance leads on its e-
commerce site. Overall, it can be stated that social media tool are the most effective options for
enhancing the productivity and profitability.
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LO 2
2.1
Literature review is the work of a scholar who collect the information on specific topic with
different sources and includes current knowledge with substantive findings. In this part, researcher
makes the theoretical and methodological contribution to a particular topic. Data is collected from
secondary sources here that is later critically evaluated by the researcher. In the present report,
scholar has gathered information based on analysing the role of social media campaign on building
brand image of Coca Cola. Critical review made on the key literature that is collected from the work
of different authors is stated as below:
According to Du, Bhattacharya and Sen, (2010), social media marketing is the process
through which attention from public can be gained with the help of different social sites. In present
scenario, it is the most common and successful way of sending short messages to the public and
making people updated with latest information of company. Through this way, companies are
promoting their products and services to a large audience at less cost as well as within short period
of time. With the use of social media platforms and websites, firms are doing promotion in an
effectual way along with addressing a range of stakeholders like current and potential customers,
potential employees and general public (Du, Bhattacharya and Sen, 2010). However, it can be
critically analysed that in today’s era, to sustain with beating competition in the market, it is
important to use social media platforms.
On the other hand, Bruhn, Schoenmueller and Schäfer, (2012) explained about the brand
image in terms that it is the view of customers with which they make perception about the products
and services of firm. It can be referred as the set of beliefs that an individual has about a specific
brand. Gensler and et.al., (2013) said that it is important to keep a positive brand image of products
and services in the market as a little negativity of brand can lead to severe consequences like
declining sales and the profits of firm. Thus, it can be critically assessed that if company has a
negative brand image, to survive in between competitors would not be possible (Gensler and et.al.,
2013). Brand image is all about the positioning of products and services made by the firm which
conveys the emotional value to the customers that helps in retaining them for longer duration.
2.2
As per the views of Kietzmann and et.al., (2011), social media has now become an important
part of daily life as customers now-a-days used to get engaged with the digital gadgets. This is the
reason, it can be said that social media campaign made by firms has a great impact on building their
brand image in the market. For business and marketing, social media plays a significant role. Author
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