The Impact of Social Media Marketing on Brand Image of Organisation- A Study on Coca-cola ACKNOWLEDGMENT
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Added on 2020-02-05
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The main aim of this project report is to identify the impact of social media marketing strategies on the brand image of the company. The main aim of this project report is to identify the impact of social media marketing strategies on the brand image of the company.
The Impact of Social Media Marketing on Brand Image of Organisation- A Study on Coca-cola ACKNOWLEDGMENT
Added on 2020-02-05
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The impact of social media marketing on brand image of organisation- A study on Coca-cola
ACKNOWLEDGMENT I would like to thank to my mentor who provided me direction in completing the research. I would also like to convey my thanks to colleagues and other team members who have coordinated with me while collecting data and analysing the same on the basis of the research aim and objectives.
ABSTRACT Social media marketing is an essential for the organisation as through this companies will be able to enhance their brand image in the market. On the basis of this, they will be able to attract number of customers towards their services. All people will be able to know about the features and benefits of products. The communication gap between the service users and organisation can be reduced in an efficient manner. Due to this, brand awareness, brand recognition can be increased in the market. The current report is based on Coca-cola which perform their operations in beverage industry. They are offering their services to the number of people so that they will be fulfil their needs and demands in an efficient manner. The main aim of this project report is to identify the impact of social media marketing strategies on the brand image of the company. The report is based on some of the practices and approaches that has to be followed by an enterprise at their workplace so that their overall performance can be improved. The research approach that is used in this research is qualitative and interpretivism. By conducting the primary research, the firm will be able to know about the needs and demands of their service users. It has been concluded that social media marketing can enhance the performance of the firm. In research methodology different approach, design and philosophy is used. Through this the it will represent that on which research topic is based. It helps to researcher in order to collect the information from various sources so that impact of social marketing on Coca-cola company can be analysed. The present research is based on an issue that how social media can affect the brand image of company. So, in this manner a survey is conducted at the marketplace so that it can be evaluated that how social media can improve image of the firm. Through the findings in research report it has been clear that there are 40% customer using social media from leas then 1 month and 15% people from 1 to 6 months. 60% people buy online products and services in order to save their time. Also it has analysed the approx. 75% buyers are connected with customer care centre on Coca-Cola. It can also be interpreted that there are many respondents who are highly agreed that social media can help the firm in achieving the success.
Table of Contents CHAPTER 1: INTRODUCTION....................................................................................................6 1.1 Overview..........................................................................................................................6 1.2 Aims and objectives.........................................................................................................7 1.3 Research questions...........................................................................................................7 1.4 Rationale of study.............................................................................................................8 1.5 Framework analysis..........................................................................................................8 1.6 Potential significance......................................................................................................10 1.7 Structure of dissertation..................................................................................................10 CHAPTER 2: LITERATURE REVIEW.......................................................................................12 2.1 Introduction....................................................................................................................12 2.2 Significance of marketing strategies in the organisation................................................12 2.3 Concept of social media marketing................................................................................13 2.4 Social media marketing strategies..................................................................................14 2.5 Impact of social media marketing on the performance of company..............................15 2.6 The effectiveness of brand image...................................................................................17 2.7 Social media marketing in Coca-cola.............................................................................19 2.8 Conclusion......................................................................................................................20 CHAPTER 3: RESEARCH METHODOLOGY...........................................................................22 3.1 Introduction....................................................................................................................22 3.2 Research design..............................................................................................................22 3.3 Research approach..........................................................................................................23 3.4 Research philosophy.......................................................................................................24 3.5 Data collection methods.................................................................................................24 3.6 Sampling techniques.......................................................................................................25 3.7 Data analysis...................................................................................................................26 3.8 Ethical consideration......................................................................................................27 3.9 Validity and reliability....................................................................................................27 3.10 Research limitations.....................................................................................................27 CHAPTER 4: DATA ANALYSIS................................................................................................28 4.1 Introduction....................................................................................................................28
4.2 Analysis..........................................................................................................................28 Objective 1: To identify the social media marketing strategies that are adopted by Coca-cola. ..............................................................................................................................................29 Objective 2: To examine the brand image of Coca-cola in the market as compare to other competitors...........................................................................................................................32 Objective 3: To evaluate the impact of social media marketing strategies on the brand image of organisation......................................................................................................................35 Objective 4: To provide recommendations to the organisation so that they can improve their brand image and social media marketing strategies.............................................................38 4.3 Statistical analysis on the basis of regression.................................................................43 4.4 Discussion.......................................................................................................................45 CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................46 Conclusion............................................................................................................................46 Recommendations................................................................................................................48 REFLECTIVE STATEMENT.......................................................................................................51 REFERENCES..............................................................................................................................52 APPENDICES...............................................................................................................................56 Questionnaire........................................................................................................................56
CHAPTER 1: INTRODUCTION 1.1 Overview In today's era, every business organization perform their operations in the market so that they can fulfil the needs and demands of society. They are using some of the tools and techniques in order to enhance their brand image (Bian and Moutinho, 2011). If brand image of an organization is get improved, then they will be able to attract number of customers towards their services. Social media is an approach that is used by an enterprise in order to improve their image in the society. By adopting some of the social media marketing strategies, firm will be able to communicate with their customers in an efficient manner. Along with this, all service users will be able to know about the features and benefits of the products. So, this will become easy for the people as through this they can make their decisions while purchasing the services. Social media play a crucial role in the overall performance of an enterprise as through this they can improve their brand recognition in the market. This is an effective channel as through this two-way communication can be established in between the service users and business organisation (Chien, Cornwell and Pappu, 2011). There are some social media tools such as Facebook, YouTube, LinkedIn, Instagram and so on. Companies can show their brand value to the other by adopting these tools and techniques. The current research is focuses on the impact of social media marketing on overall brand imageoftheorganisations.Coca-colaperformtheiroperationsindomesticaswellas international market so their overall brand image is good. The company deals in the soft drink and they offer their services in many areas so they gain attention of their customers towards their services. Company uses social media marketing strategies in order to increase their brand awareness in the market. Some of the tools that are used by an enterprise are like twitter, Instagram, Facebook and the industry is getting number of fans over the sites. Through this, their position is also get improved in the search engine optimization and that can lead an entity towards success (Gerbaudo, 2012). There are approx 123,200 employees who are working in Coca-cola and they are responsible to offer quality services to their customers. Sometimes, it is difficult for an enterprise to manage all the workers so for this they provide training and development to their workforce so that they will be able to enhance their core competencies. The
manager of the food and beverage company focuses on their management activities so that their overall performance can be improved in an efficient manner. Coca-cola more focused on the modern marketing management techniques rather than traditional strategies. On the basis of these modern strategies, the firm will be able to improve their performance in the market. Along with this, they can sustain their competitive advantage in the market (Hanna, Rohm and Crittenden, 2011). The organisational structure that is followed by the firm is flat as through this manager will be able to administer their activities in an efficient manner. The present report explains the importance of social media marketing in the country. The further study explains that how an organisation can enhance brand awareness at the marketplace. If cited firm focuses on social media marketing through they can able to enhance their brand awareness in domestic and international market as well. With the help this process organization is able to enhance their market presence and improve international market share as well. They have to opted various plans strategies in order to proper use of social media or try to connect with customers to build up their brand image. 1.2 Aims and objectives Aim:To determine the impact of social media marketing on brand image of the organization- A study on Coca- cola. Research objectives:There are some research objectives which are stated below: To identify the social media marketing strategies that are adopted by Coca-cola. To examine the brand image of Coca-cola in the market as compare to other competitors. To evaluate the impact of social media marketing strategies on the brand image of organisation. To provide recommendations to the organisation so that they can improve their brand image and social media marketing strategies. 1.3 Research questions Q1. What are the social media marketing strategies that adopted by Coca-cola? Q2. How brand image can be examined of Coco-cola as compare to its rivals? Q3. What is the impact of social media marketing strategies on the brand image of enterprise? Q4. What are the ways through which Coca-cola will be able to enhance their image at global level.?
1.4 Rationale of study What is the research issue? In present era, it is important for the organisation to analyse the impact of social media marketing in order to increase the brand image. The research of this topic, will help the researcher to find out the issues of the impact of social media marketing. The current issue which is identified in this research is the impact of social media on the brand image and how this may affect the company’s overall performance. Why it is an issue? This issue has been arising due to rapidly change in the technology. It is important for organisation to proper identify the needs of customers with the help of social marketing. This issues have arisen because now firms prefer social media as their communication medium and through this they will be able to identify the requirements of people. So, on the basis of this an enterprise can improve their image at global as well as domestic level. Why it is an issue now? In modern era, most of the organisation doesn't know that how to use social marketing websites and through this they are losing customer base. Due to the lack of knowledge in such kind of marketing, companies will not be able to attract number of customers as compare to their competitors. What could this research shed light on? The present research is based on the to analyse the impact of social marketing whether their impact is positive or negative on the company. So, in this way it can be easily identified that how firm can reach to their target audience. Significance of study Through this research the investigator will find out best possible of outcomes on which the previous researcher has not identified. The variable and reliable answer will also receive from this research. The importance of this study is to enhance use to social media in brand image awareness. Companies need to opted social media marketing for expand their business and attract large number of customers as well. 1.5 Framework analysis Framework analysis is one of the section of research project which explains the research methodologies and various strategies that are used in current dissertation. It provides details
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