Marketing Communication Strategies and Competitive Positioning of Coco Cola

DISSERTATION TOPIC-
COCO COLAN
MARKETING
COMMUNICATION
STRATEGY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
AIM AND OBJECTIVES...............................................................................................................3
Aim..............................................................................................................................................3
Objectives....................................................................................................................................3
Research Questions......................................................................................................................3
LITERATURE REVIEW................................................................................................................4
Theme 1: Different marketing strategies adopted by Coco Cola................................................4
Theme 2: Impact of marketing strategies on the competitive positioning of Coco Cola............5
Theme 3: Challenges faced by Coco Cola due to competition in the industry............................6
RESEARCH METHODOLOGY....................................................................................................7
Research Type.............................................................................................................................7
Research Philosophy....................................................................................................................8
Research Design..........................................................................................................................8
Research Approach......................................................................................................................8
Research Sampling......................................................................................................................9
Data Collection............................................................................................................................9
Data Analysis...............................................................................................................................9
Ethical Considerations.................................................................................................................9
LIMITATIONS..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Every organisation indulges in marketing and promotional activities in order to gain the relevant
customer and market share. Coco Cola is an international beverage company and they have to
adopt a variety of marketing communication strategies so that they can maintain their position in
the market and deal with the different market requirements based on the culture (Mohamed and
Omwenga, 2015). However it is not easy to compete with the competitors while operating
company on a global level and Coco coal as well has been experiencing quite a lot of challenges
due to such competitive strategies. The marketing communication strategies also have a certain
degree of impact on the competitive positioning and the overall ability to deal with the problems
and challenges that arise on the way. The proposed research will illustrate the marketing
communication strategies that the Coco Cola company implemented and the various competitors
of the company along with the numerous difficulties that they present before the client will be
discussed accordingly (Wang, 2015). The research proposal that has been prepared will highlight
the aim and objectives of the proposed research, a brie literature review on the selected aim and
the research methodology highlighting the key points about the research. This will help in
presenting an outline of the main dissertation that has been proposed on the Coco Cola
Company.
AIM AND OBJECTIVES
Aim
To evaluate the marketing communication strategies and the impact that they have on the
competitors in the market. A case study on Coco Cola.
Objectives
 To discuss the different marketing communication strategies adopted by Coco Cola.
 To analyse the impact of these communication strategies on the competitors of the company.
 To identify the challenges that Coco Cola is facing from its competitors in the industry.
 To develop proper strategies and recommendations based on the challenges identified for the
company.
Research Questions
 What are the various marketing communication strategies that Coco Cola has adopted for
their company?
 How do the marketing strategies affect the overall competition that the company faces?
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 What are the different challenges and problems that Coco Cola is facing from its
competitors?
 How can these problems be resolved or minimised using recommended strategies?
LITERATURE REVIEW
Literature review is basically the evaluation and comparison of the different case studies and
research papers that have already been researched and published in the past by other authors.
These are included in the proposed research because these hold some points of relevance and
they are critically compared highlighting the positive as well as negative aspects about any topic
(ABBASI, 2017). Based on the objectives identified above, various themes can be developed
which can act as the basis of comparing the different viewpoints that have been presented by
different authors in the past.
Theme 1: Different marketing strategies adopted by Coco Cola
The authors, Cheptegei and Yabs (2016), state that media can broadly be categorised into two
broader categories i.e. print or published media and visual or aural media. Coco Cola has been
using both of them since a longer time period where they have regularly modified their strategies
and tactics with the creativity level. The newspaper advertisements featuring key icons and
catchy taglines, the TV ads usually having a quirky style, collaborating themselves with the
sports events, featuring in films, shows etc. All in all, it can be said that the company has
ventured into every type of marketing technique and strategy that is possible for the company to
keep itself in the industry and maintain the customer base and loyalty that they have been able to
create over the years. The company has created an innovative presence on the social media
platforms as well where they have been able to attract the millennials. The marketing
communication has not just illustrated the objective of the company itself but has also raised
brand awareness on a number of issues, has fostered healthy competition trying to increase the
preference for their own product over the competitor’s brand and focused on maintenance of
healthy customer relationship.
However, contradictory to the above point, the Du Plessis (2015), have stated that despite the
numerous efforts and strategies that Coco Cola has adopted, the overall status of the company
has declined. This is because all the benefits that the company buts forwards in its marketing
communication strategies are perceived benefits i.e. the benefits that the customer is expected to
have. Additionally, claiming that Coco Cola is the coolest drink without any evidence or base of
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