TASK 1: UNDERSTANDING HOW TO FORMULATE A RESEARCH SPECIFICATION 3 1.1 Research outline specifications 3 1.2 Research project specification 4 1.4 Appropriate plan and procedure 7 TASK 2 BE ABLE TO IMPL
33 Pages7352 Words453 Views
Added on 2019-12-03
About This Document
Further, for conducting study in effective manner various objectives have been set which are as follows: • To determine the role of social media campaign in the beverage industry • To identify the social media practices of Coca Cola in UK market • To understand the significance of social media campaign in building brand image of Coca Cola, UK • To recommend the effective ways through which Coca Cola can better organize social media campaign So, these are some of the objectives which will be set for the present study so that ultimate aim
TASK 1: UNDERSTANDING HOW TO FORMULATE A RESEARCH SPECIFICATION 3 1.1 Research outline specifications 3 1.2 Research project specification 4 1.4 Appropriate plan and procedure 7 TASK 2 BE ABLE TO IMPL
Added on 2019-12-03
ShareRelated Documents
RESEARCH PROPOSAL1
Table of ContentsTASK 1: UNDERSTANDING HOW TO FORMULATE A RESEARCH SPECIFICATION ...........31.1 Research outline specifications ............................................................................................31.2 Factors contributed in research project selection .................................................................31.3 Critical review of key references .........................................................................................41.4 Research project specification...............................................................................................61.5 Appropriate plan and procedure ..........................................................................................7TASK 2 BE ABLE TO IMPLEMENT RESEARCH PROJECT WITH AGREED PROCEDURES AND SPECIFICATION.......................................................................................................................82.1 Literature review and resources required..............................................................................82.2 Designing Questionnaire and selecting sample of respondents .......................................112.3 Recording and collecting information ................................................................................14TASK 3 EVALUATING THE RESEARCH OUTCOMES ..............................................................173.1, 3.2 Graphs and diagram to interpret results of study ........................................................173.3 Conclusion and Recommendations.....................................................................................28TASK 4 ABILITY TO PRESENT RESEARCH OUTCOMES ........................................................30REFERENCES...................................................................................................................................312
TASK 1: UNDERSTANDING HOW TO FORMULATE A RESEARCH SPECIFICATION 1.1 Research outline specificationsThe main of the present study will be “To analyse the role of social media campaign on thebrand image of the company: A study on Coca Cola, UK”. Further, for conducting study in effectivemanner various objectives have been set which are as follows: To determine the role of social media campaign in the beverage industryTo identify the social media practices of Coca Cola in UK market To understand the significance of social media campaign in building brand image of CocaCola, UKTo recommend the effective ways through which Coca Cola can better organize social mediacampaignSo, these are some of the objectives which will be set for the present study so that ultimateaim can be accomplished easily. Research questionsFollowing will be the research questions for the present research:How important are social media campaign in the modern era?What is the impact of social media campaign on brand image of Coca cola, UK?What are the benefits that Coca cola can obtain by organizing social media campaign?These are some of the research questions which will be developed for the present researchwith the aim to enhance efficiency of the study. Further, it will provide base to researcher inaccomplishing aim of the study which is also fruitful. Company overviewCoca Cola is a United States based company which is well known in the market for range ofbeverages it offers to its target market (Cola cola, 2015). Further, company has employed effectivemarketing tactics so as to promote its products in the market where competition level is quite high.At present enterprise is having high share in the beverage industry due to unique products offered tothe target market and management is effective enough in meeting with the actual need andrequirement of the target market which is must for every company in the present era. 1.2 Factors contributed in research project selectionThe main reason behind conducting the present study will be “To analyse the role of socialmedia campaign on the brand image of the company: A study on Coca Cola, UK”. Further, forconducting research Coca cola will be chosen as one of the organization which is well known in the3
market for range of beverages it offers to its target market. At present every organization has to facelarge number of challenges in the market while carrying out its operations such as competition,economic instability, changing political conditions, technological changes and changing taste andpreference of people in market. So, to deal with different issues adopting social media tools isbeneficial as through this every enterprise can better promote its product range and in turn it can actas development tool (Essential to build brand on social media, 2015). Moreover, social media sitesallows firm to build better relationship with its target market and it becomes easy to understandactual requirement of the customers which is must for every business. Apart from this benefits ofadopting social media tools are also effective and this can be one of the main reason behind itsadoption with the aim to promote products. In short it provides base to enterprise in obtaining largenumber of benefits and company can easily enhance its presence at global level (How to marketyour brand on every social media channel, 2014). Therefore, these can be regarded as some of themain factors which will contribute in selection of research project. 1.3 Critical review of key references In the modern era importance of social media has increased rapidly and every organizationhas started to adopt this tool for enhancing its overall performance in the market. As per view ofMangold and Faulds (2009) networking sites such as facebook, twitter etc are effective and theyallow firms to market their products in front of public so that they can gain knowledge andinformation regarding product range. Apart from this competition level is rising rapidly due towhich social media campaigns are considered to be effective as it assist enterprise in strengtheningcustomer base and is fruitful for business also. It has supported organization to focus on each andevery part of the organization (Du, Bhattacharya and Sen, 2010). Further, it is well known fact that substitute of every product is easily present in the marketdue to which adoption of effective promotional tool is necessary for organization. Campaignsorganized by business have direct impact on the brand image of organization and it assists firm indealing with the challenges present in the business environment. According to Kaplan and Haenlein(2010) before purchasing any type of product consumers prefer to obtain full information regardingit and social media provides support in providing the actual information which every customerrequires. This in turn enhances organizational performance in the market and provides propersupport. Apart from this companies can easily highlight unique features and attributes in the marketby organizing effective marketing campaign with the help of social media (Bruhn, Schoenmuellerand Schäfer, 2012). However Singh and Sonnenburg (2012) argued that social media campaign highlights howcompany is offering better products to its target market as compared with key competitors. Further,4
product differentiation has significantly increased in the present era and social media allows firm toperform better in the market and organization can easily gain competitive advantage with the helpof this. Moreover, tools such as advertising with the help of print and electronic media has becomeoutdated and due to this reason importance of using social media campaign has increased for everyorganization whether operating in any sector (Henderson and Bowley, 2010). It can surely assistmanagement in grabbing opportunities present in the market and in turn major risks can be facedeasily. As per view of Nan and Heo (2007) social media enhances brand image of company asadditional benefits which customers can obtain by consuming products are highlighted in front ofcustomers and this encourages them to purchase commodity. At present every company has startedto develop its own page on networking sites so that management can better communicate with itstarget market (Ghodeswar, 2008). This is directly beneficial for company and assist inaccomplishing with the desired goals along with objectives. One of the main advantage of usingsocial media campaign to firm is that it supports organization in promoting its products at globallevel and crucial information can be shared with target market easily (Drury, 2008). In shortnetworking sites provides remarkable experience to the target market and they prefer to becomebrand loyal towards entire product range of enterprise. Through social media campaign companycan easily show how its product range is different from those of competitors and it directly haspositive impact on brand image of company. Due to all these unique benefits significance ofcampaigns has increased rapidly in the modern era and companies are increasing their profit marginalong with sales volume with the help of this (Zarrella, 2009). Networking sites such as facebookand twitter are most popular and beverage company such as Coca cola has developed its page onsuch site through which proper information in relation with product range is shared with targetmarket. Generally every customer has seen advertisement and promotion of Coca Cola on socialmedia and it is effective enough in influencing purchase behaviour of target market and enhancesoverall brand image. On social media site such as Facebook Coca cola has developed its own page wherecompany celebrates happy birthday week along with other type of crucial information. Further,organization shares attractive pictures with its customers along with videos etc. Facebook site isshowing 100 years celebration of Classic coca cola bottles by telling stories regarding its impactaround the world. Different photos along with videos shared by company are attractive enough inencouraging customers to consume Coca Cola and is beneficial for firm. Customers are allows tolike page of the company and they can become member of the page where different type ofinformation associated with organization can be accessed easily. On the other hand, customers can5
give review regarding the products of company on Facebook through which organization can bringchange in its product range as per requirement of its target market. Large number of customers havegiven review regarding the products of firm. Apart from this company shares special moments withits customers which is also considered as major source of satisfaction for target market. Further,information linked with company has also shown on the website such as address, contact numberand website address of enterprise. So this type of information satisfies requirement of the targetmarket. 1.4 Research project specificationFor conducting research in effective manner various tools will be employed so as to gainexpected findings through this. Further, the present study will be descriptive in nature wheredescription will be provided of the topic chosen (Silverman, 2010). Through this research design itwill be possible to carry out study thoroughly and it will be possible to accomplish aim set for theresearch in effective manner. Moreover, data will be collected from both the sources named primaryand secondary where primary information will be gathered from 50 customers of Coca Cola inorder to know whether they are aware of social media practices of company or not. Generally everyindividual in the market have access to social networking sites such as facebook, twitter and byobtaining information from them it will become possible to accomplish aim of study. The samplesize will be 50 and the population will be entire customers of Coal cola. Convenience samplingmethod will be used in this research. The advantage of this is convenience sampling is very easy tocarry out and the researcher wont find any kind of difficulty in collecting data. On the other handone of the major disadvantage of this sampling technique is that most of the times such techniquesuffers from biasness. Further, secondary sources will also be considered where different books,journals and online articles will be referred and this will provide base to the entire study. Both thesesources will be fruitful for the present study and can assist in gaining expected findings. Further,inductive approach will be employed where results move from specific to general (Singh, 2010). Inorder to collect information a well structured questionnaire will be used. The advantage of this willbe that it will assist in collecting large amount of information within a very short span of time. Onthe other hand major disadvantage of questionnaire will be that sometimes it is not considered asvalid source of collecting data. The main reason due to which inductive approach will be used is that entire study will becarried out for specific company named Coca Cola and on the basis of results recommendations willbe provided to the entire beverage industry so that companies can better organize social mediacampaigns (Pring, 2014). Interpretivism as a philosophy will be used where results are interpretedfor better understanding. Further, for analysing crucial data collected qualitative technique will be6
used where different themes will be formed on the basis of response provided by customer of Cocacola. Apart from this limitations of the study along with ethical issues will be considered so thatoverall efficiency of the research can be easily enhanced with the help of this (Saunders and et. al.,2010).1.5 Appropriate plan and procedureActivities1stWeek2ndWeek3rdWeek4thWeek5thWeek6thWeek7thWeek8thWeek9thweek 10thWeek Framing theproposal ofresearch Writingdown the aimandobjectives Developingresearchquestions Determiningand selectingmethod ofdatacollection Literaturereview DefiningResearchMethodologyCollectingprimarydata Dataanalysis Writingdown thefindings Conclusionandrecommendations7
TASK 2 BE ABLE TO IMPLEMENT RESEARCH PROJECT WITH AGREEDPROCEDURES AND SPECIFICATION2.1 Literature review and resources requiredAs per view of Bernhardt, Mays and Hall (2012) popularity of social-media campaigns isincreasing at faster pace in the market where majority of companies operating in the market arefocusing on development of effective campaigns so that its sales volume can be increased easily.Further, it provides ample of opportunities to business where major one is positive impact on brandimage and through this it becomes easy for business enterprise to operate efficiently in then market(Bernhardt, Mays and Hall, 2012). Moreover, ultimate objective of every business enterprise in themarket is to develop awareness in the market regarding its product range so that target market canbe easily influenced to buy commodities. Further, without effective promotion no company cansurvive in the market for loner period of time. Therefore, companies have started to promote theirproducts on site such as facebook etc.In the entire beverage industry competition level is rising at faster pace where products soldare close substitute of each other. Further, management of every firm are applying higher efforts soas to increase their market share. According to Hansen (2011) campaigns developed on social mediasites are unique and they posses capability to influence purchase behaviour of target market.Further, building brand image in the competitive environment is regarded as one of the mosttoughest task for every business enterprise and due to this reason every firm has taken advantage ofsocial media campaign (Hansen, 2011). Companies operating in beverage industry such as CocaCola has developed separate page on facebook through which enterprise shares importantinformation with its target market. Further, special moments especially on occasions are sharedthrough social social media and this helps in satisfying need of target market in most efficientmanner. Organization shares attractive pictures with its valuable customers along with videos andthis directly provides remarkable experience to the target market. Apart from this, customers areallowed to like the page of firm and they can share any relevant information such as product relatedquery or any other type of feedback with firm (Chua and Banerjee, 2013). So, this directly allowsbusiness to gain competitive advantage and in turn it becomes easy to comply with the changingneed along with requirement of target market. However Kaplan and Haenlein (2010) argued that, inthe modern era it has become difficult for every business enterprise to comply with changing needand requirement of target market. Therefore, social media as a tool has been employed by businessso that brand image of firm in the market can be enhanced easily. On the other hand, customers are8
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Research Projectlg...
|38
|10396
|493
Case Study on Social Media Campaign on building Brand Image: Coca Colalg...
|23
|5472
|32
TABLE OF CONTENTS Task 1 3 1.1 Research Project Specifications 3 1.2 Contribution to Research Outline Specifications 3 1.2 Research Project specification 6 1.5 Research Project specification 7 Task 2lg...
|26
|5826
|221
Social Media Plan Strategic Essaylg...
|15
|3938
|489
Marketing & Communications in a Digital World - Elements of Marketing Mix and Research Requirementslg...
|9
|1668
|177
Social Media Marketing Activities Affect Brand Imagelg...
|12
|3870
|85