The impact of social media marketing on brand image of Coca-Cola

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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
image of the organisations. Coca-cola perform their operations in domestic as well as
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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