Research Project

RESEARCH
PROPOSAL

EXECUTIVE SUMMARY
In the modern era importance of social media has increased rapidly and every
organization has started to adopt this tool for enhancing its overall performance in the market.
The main of the present study will be “To analyse the role of social media campaign on the brand
image of the company: A study on Coca Cola, UK”. Coca Cola is a United States based
company which is well known in the market for range of beverages it offers to its target market.
Further, company has employed effective marketing tactics so as to promote its products in the
market where competition level is quite high. . At present every organization has to face large
number of challenges in the market while carrying out its operations such as competition,
economic instability, changing political conditions, technological changes and changing taste and
preference of people in market.
On social media site such as Facebook Coca cola has developed its own page where
company 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 is
showing 100 years celebration of Classic coca cola bottles by telling stories regarding its impact
around the world. For conducting research in effective manner various tools will be employed so
as to gain expected findings through this. Further, the present study will be descriptive in nature
where description will be provided of the topic chosen. data will be collected from both the
sources named primary and secondary where primary information will be gathered from 50
customers of Coca Cola in order to know whether they are aware of social media practices of
company or not. After carrying out the entire study it has been found that social media campaign
has direct impact on the brand image of enterprise and due to this basic reason company like
Coca Cola is being able to operate efficiently in the market.
Each and every social media practice of firm is allowing company to understand actual
requirement of its target market and in turn they are targeted on the basis of same. On the basis
of conclusion there are some recommendations to Coca cola so that firm can better target its
customer through social media campaign such as Company must update crucial information on
social media timely so that customers are well aware about each and every activity carried out by
enterprise. Time to time feedback must be taken from customers so that company can know
whether any type of modification is required in the product range

Table of Contents
CHAPTER 1: INTRODUCTION AND BACKGROUND.............................................................1
1.1 Research outline specifications..............................................................................................1
1.2 Factors contributed in research project selection...................................................................1
1.3 Critical review of key references...........................................................................................2
1.4 Research project specification...............................................................................................4
1.5 Appropriate plan and procedure............................................................................................5
CHAPTER 2: DETAILED LITERATURE REVIEW....................................................................7
2.1 Literature review and resources required..............................................................................7
CHAPTER 3: METHODOLOGY.................................................................................................11
Research design.........................................................................................................................11
Data collection...........................................................................................................................11
Data analysis..............................................................................................................................11
Research approach.....................................................................................................................11
Sampling....................................................................................................................................11
Research philosophy..................................................................................................................12
CHAPTER 4: RESULTS OF RESEARCH...................................................................................13
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS.................................................26
CHAPTER 6: REVIEW OF METHODOLOGY..........................................................................29
CHAPTER 7: PERSONAL REFLECTION..................................................................................30
REFERENCES..............................................................................................................................31
APPENDIX....................................................................................................................................34

CHAPTER 1: INTRODUCTION AND BACKGROUND
1.1 Research outline specifications
The main of the present study will be “To analyse the role of social media campaign on
the brand image of the company: A study on Coca Cola, UK”. 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 can be accomplished easily.
Research questions
Following 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
research with the aim to enhance efficiency of the study. Further, it will provide base to
researcher in accomplishing aim of the study which is also fruitful.
Company overview
Coca Cola is a United States based company which is well known in the market for range
of beverages it offers to its target market (Cola cola, 2015). Further, company has employed
effective marketing 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 to the target market and management is effective enough in meeting with the
actual need and requirement of the target market which is must for every company in the present
era.
1.2 Factors contributed in research project selection
The main reason behind conducting the present study will be “To analyse the role of
1

social media campaign on the brand image of the company: A study on Coca Cola, UK”. Further,
for conducting research Coca cola will be chosen as one of the organization which is well known
in the market for range of beverages it offers to its target market. At present every organization
has to face large number of challenges in the market while carrying out its operations such as
competition, economic instability, changing political conditions, technological changes and
changing taste and preference of people in market. So, to deal with different issues adopting
social media tools is beneficial as through this every enterprise can better promote its product
range and in turn it can act as development tool (Essential to build brand on social media, 2015).
Moreover, social media sites allows firm to build better relationship with its target market and it
becomes easy to understand actual requirement of the customers which is must for every
business. Apart from this benefits of adopting social media tools are also effective and this can be
one of the main reason behind its adoption with the aim to promote products. In short it provides
base to enterprise in obtaining large number of benefits and company can easily enhance its
presence at global level (How to market your brand on every social media channel, 2014).
Therefore, these can be regarded as some of the main 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
organization has started to adopt this tool for enhancing its overall performance in the market. As
per view of Mangold and Faulds (2009) networking sites such as facebook, twitter etc are
effective and they allow firms to market their products in front of public so that they can gain
knowledge and information regarding product range. Apart from this competition level is rising
rapidly due to which social media campaigns are considered to be effective as it assist enterprise
in strengthening customer base and is fruitful for business also. It has supported organization to
focus on each and every 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
market due to which adoption of effective promotional tool is necessary for organization.
Campaigns organized by business have direct impact on the brand image of organization and it
assists firm in dealing 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 regarding it and social media provides support in providing the actual
2

information which every customer requires. This in turn enhances organizational performance in
the market and provides proper support. Apart from this companies can easily highlight unique
features and attributes in the market by organizing effective marketing campaign with the help of
social media (Bruhn, Schoenmueller and Schäfer, 2012).
However Singh and Sonnenburg (2012) argued that social media campaign highlights
how company is offering better products to its target market as compared with key competitors.
Further, product differentiation has significantly increased in the present era and social media
allows firm to perform better in the market and organization can easily gain competitive
advantage with the help of this. Moreover, tools such as advertising with the help of print and
electronic media has become outdated and due to this reason importance of using social media
campaign has increased for every organization whether operating in any sector (Henderson and
Bowley, 2010). It can surely assist management in grabbing opportunities present in the market
and in turn major risks can be faced easily.
As per view of Nan and Heo (2007) social media enhances brand image of company as
additional benefits which customers can obtain by consuming products are highlighted in front of
customers and this encourages them to purchase commodity. At present every company has
started to develop its own page on networking sites so that management can better communicate
with its target market (Ghodeswar, 2008). This is directly beneficial for company and assist in
accomplishing with the desired goals along with objectives. One of the main advantage of using
social media campaign to firm is that it supports organization in promoting its products at global
level and crucial information can be shared with target market easily (Drury, 2008). In short
networking sites provides remarkable experience to the target market and they prefer to become
brand loyal towards entire product range of enterprise. Through social media campaign
company can easily show how its product range is different from those of competitors and it
directly has positive impact on brand image of company. Due to all these unique benefits
significance of campaigns has increased rapidly in the modern era and companies are increasing
their profit margin along with sales volume with the help of this (Zarrella, 2009). Networking
sites such as facebook and twitter are most popular and beverage company such as Coca cola has
developed its page on such site through which proper information in relation with product range
is shared with target market. Generally every customer has seen advertisement and promotion of
Coca Cola on social media and it is effective enough in influencing purchase behaviour of target
3

market and enhances overall brand image.
On social media site such as Facebook Coca cola has developed its own page where
company 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 is
showing 100 years celebration of Classic coca cola bottles by telling stories regarding its impact
around the world. Different photos along with videos shared by company are attractive enough in
encouraging customers to consume Coca Cola and is beneficial for firm. Customers are allows to
like page of the company and they can become member of the page where different type of
information associated with organization can be accessed easily. On the other hand, customers
can give review regarding the products of company on Facebook through which organization can
bring change in its product range as per requirement of its target market. Large number of
customers have given review regarding the products of firm. Apart from this company shares
special moments with its 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 number and website address of enterprise. So this type of information satisfies
requirement of the target market.
1.4 Research project specification
For conducting research in effective manner various tools will be employed so as to gain
expected findings through this. Further, the present study will be descriptive in nature where
description will be provided of the topic chosen (Silverman, 2010). Through this research design
it will be possible to carry out study thoroughly and it will be possible to accomplish aim set for
the research in effective manner. Moreover, data will be collected from both the sources named
primary and secondary where primary information will be gathered from 50 customers of Coca
Cola in order to know whether they are aware of social media practices of company or not.
Generally every individual in the market have access to social networking sites such as facebook,
twitter and by obtaining information from them it will become possible to accomplish aim of
study. The sample size will be 50 and the population will be entire customers of Coal cola.
Convenience sampling method will be used in this research. The advantage of this is
convenience sampling is very easy to carry out and the researcher wont find any kind of
difficulty in collecting data. On the other hand one of the major disadvantage of this sampling
technique is that most of the times such technique suffers from biasness. Further, secondary
4

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 these sources 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). In order to collect
information a well structured questionnaire will be used. The advantage of this will be that it will
assist in collecting large amount of information within a very short span of time. On the other
hand major disadvantage of questionnaire will be that sometimes it is not considered as valid
source of collecting data.
The main reason due to which inductive approach will be used is that entire study will be
carried out for specific company named Coca Cola and on the basis of results recommendations
will be provided to the entire beverage industry so that companies can better organize social
media campaigns (Pring, 2014). Interpretivism as a philosophy will be used where results are
interpreted for better understanding. Further, for analysing crucial data collected qualitative
technique will be used where different themes will be formed on the basis of response provided
by customer of Coca cola. Apart from this limitations of the study along with ethical issues will
be considered so that overall efficiency of the research can be easily enhanced with the help of
this (Saunders and et. al., 2010).
1.5 Appropriate plan and procedure
Activities 1st
Week
2nd
Week
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th
Week
9th
week
10th
Week
Framing the
proposal of
research
Writing
down the aim
and
objectives
Developing
research
questions
Determining
and selecting
method of
data
5

collection
Literature
review
Defining
Research
Methodology
Collecting
primary
data
Data
analysis
Writing
down the
findings
Conclusion
and
recommendat
ions
6

CHAPTER 2: DETAILED LITERATURE REVIEW
2.1 Literature review and resources required
As per view of Bernhardt, Mays and Hall (2012) popularity of social-media campaigns
is increasing at faster pace in the market where majority of companies operating in the market
are focusing 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 brand image 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 the market is to develop awareness in the market regarding its product range so that
target market can be easily influenced to buy commodities. Further, without effective promotion
no company can survive in the market for loner period of time. Therefore, companies have
started to promote their products on site such as facebook etc.
In the entire beverage industry competition level is rising at faster pace where products
sold are close substitute of each other. Further, management of every firm are applying higher
efforts so as to increase their market share. According to Hansen (2011) campaigns developed on
social media sites 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
most toughest task for every business enterprise and due to this reason every firm has taken
advantage of social media campaign (Hansen, 2011). Companies operating in beverage industry
such as Coca Cola has developed separate page on facebook through which enterprise shares
important information with its target market. Further, special moments especially on occasions
are shared through social social media and this helps in satisfying need of target market in most
efficient manner.
Organization shares attractive pictures with its valuable customers along with videos and
this directly provides remarkable experience to the target market. Apart from this, customers are
allowed to like the page of firm and they can share any relevant information such as product
related query or any other type of feedback with firm (Chua and Banerjee, 2013). So, this
directly allows business to gain competitive advantage and in turn it becomes easy to comply
with the changing need along with requirement of target market. However Kaplan and Haenlein
(2010) argued that, in the modern era it has become difficult for every business enterprise to
comply with changing need and requirement of target market. Therefore, social media as a tool
7

has been employed by business so that brand image of firm in the market can be enhanced easily.
On the other hand, customers are expecting that their needs must be satisfied on priority basis
and social media allow businesses to communicate directly with its target market and in turn it is
fruitful for organization. Apart from this, modification in the product range becomes much more
easy when company promote its product range with the help of social media campaign (Kaplan
and Haenlein, 2010).
In short social media campaigns play crucial role in beverage industry as through this
organization can easily accomplish its desired goals along with objectives. Without effective
campaign companies are not able to survive in the market and they are not able to focus on
customers requirement (Henderson and Bowley, 2010). Apart from this, market trend is changing
at faster pace where majority of the customers of company prefers to access product related
information through social networking sites and promoting entire product range through this
source is considered to be effective for firm. Companies operating in beverage industry such as
Coca Cola is focusing on targeting youngsters who generally consumes such kind of commodity.
Therefore, it has become easy for enterprise to reach its target market and promotion of brand
becomes more easier. Further, information can be easily share din short period of time and
customers can respond on the basis of same. As per view of Evans (2012) in the present era the
reason behind success of top companies in the market is effective social media campaigns where
facebook is one of the most popular social media network whose users are present in large
amount and due to this reason companies are directly targeting its customers through this site
(Evans, 2012).
Key benefits of Social media campaign
As per view of Qualman (2010) social media campaigns provides large number of
opportunities to businesses and they are directly associated with the growth and development of
business in the market. One of the key benefit is that it assist firm in understanding about actual
need of its customers and they are can be targeted on the basis of their actual requirement.
Further, through social media it becomes easy for organization to search for new customers and it
strengthens customer base of the enterprise (Qualman, 2010). Apart from this, taking feedback
from target market regarding products has become easy for management and on the basis of
customer response modification in the product range is possible. One of the effective way to gain
customer perspective through social media is by learning how target market uses product.
8

However Safko (2010) argued that companies operating in beverage industry such as Coca Cola
has obtained large number of benefits through its social media practices which involve rise in
market share, sales volume, increase in profitability level, stronger customer base etc. All these
benefits are basic requirement of every organization. On the other hand, it becomes easy for
organization to deal with the situation of rise in competition level and other type of challenges
present in the business environment (Safko, 2010).
Content sharing for business becomes easy through site such as facebook for organization
and with the help of this business can easily attract its valuable customers. Further, brand
recognition is possible by promoting products through social networking site and it is possible
for management of enterprise to maintain unique position in the market which is regarded as one
of the main objective of business enterprise behind carrying out operations in the market
(Barefoot, D. and Szabo, 2010). As per view of Aaker and Smith (2010) well known brand in the
market named Coca Cola has shared important information with its target market such as offers
such as “if you love Coca Cola then it is the last day customers can buy 24 cans for only £5 at
Tesco”.
Further, organization has built its own Christmas truck where firm has shared its pictures
which also acts as source of attraction. Business has also shared sponsorship information with its
target market where management has sponsored FIFA event (Aaker and Smith, 2010). Therefore,
in this way important information regarding company activities are shared with target market
which in turn encourages them to purchase commodity of the enterprise. Organization has also
provided information linked with events which are organized on different places and this is
effective enough in enhancing satisfaction level of its target market. By sharing crucial
information company is grabbing large number of customers and due to this reason target market
of enterprise is well satisfied with the range of its activities (Endres, 2015).
According to Wollan, Smith and Zhou (2010) every customer is interested in obtaining
full information regarding the activities performed by enterprise in the market. Due to this basic
reason every enterprise has started to focus on the effective way through which promotion is
possible (Wollan, Smith and Zhou, 2010). This is allowing business to gain competitive
advantage and has enhanced overall performance in the competitive market. By building page on
social networking site such as Facebook company allows its target market to analyse its key
activities and can become part of special moments of firm (Hemley, 2013). So, it directly has
9

positive impact on brand image of organization and enhances market share. Social media
practices of company like Coca Cola in the market of UK is well appraised in the market and its
brand presence in increasing where customers are easily encouraged to know about the product
range of Coca Cola. As per view of Kanter and Fine (2010) through social media campaign full
support is provided by enterprise to its target market such as event introduced by firm where
customers name are written on bottle of Coca Cola. This method is also regarded to be unique in
influencing customers to purchase products of enterprise (Kanter and Fine, 2010).
Testing proposed primary research
In order to test the proposed primary research technique of pilot survey has been carried
out where the questionnaire designed has been tested by obtaining response of 10 customers of
Coca Cola. The main reason behind considering technique of pilot survey is that through this it
becomes easy for researcher to know whether the range of questions designed for obtaining
information are appropriate or not. In short, with the help of this investigator can know whether
any type of change is required in questions designed or not. Further, through pilot testing it has
been known that questions designed for the present research are appropriate and they are
effective enough in accomplishing overall aims along with objectives of the study. Customers
have provided positive response towards the questionnaire designed and they are well aware
about the aims and objectives of the research.
Further, large number of resources are required for conducting research in effective
manner and it involves financial, human etc. Human as a resource is required for carrying out
various activities of the study such as at the time of collecting data, analysing it etc. Further,
finance as a resource is also very important and it is required in the entire study so as to perform
each and every crucial activity. Apart from this, information as a resource is also crucial where
without obtaining relevant information it is not possible for researcher to carry out study in
effective manner. Therefore, considering the present study all these resources have been
managed in appropriate manner and this has enhanced overall efficiency of the study which is
also necessary.
10

CHAPTER 3: METHODOLOGY
Research design
Different types of research designs are present which are exploratory, descriptive etc.
(Crowther and Lancaster,2012). Considering the present research descriptive design has been
chosen where main focus is on providing description of the topic being selected for the study.
Through this design it is possible to accomplish overall aims and objectives set for the study.
Data collection
In the present study data has been collected from both sources namely primary and
secondary (Dey, 2002). Primary information has been obtained with the help of well designed
questionnaire and through this it is possible to know whether customers of Coca Cola are well
satisfied with the social media campaign of company or not. Further, secondary information has
been gathered with the help of books, journals and online articles.
Data analysis
In the present research data has been analysed by adopting qualitative technique where
different themes have been formed which represents overall response provided by the customers
of Coca cola. Main reason due to which qualitative technique has been employed is that data is
present in non numeric form and same can be analysed by considering qualitative tool (Fiegen,
2010).
Research approach
Their are two type of approaches present which are used in the study. Considering the
present study inductive approach has been used as the entire study has been carried out from
point view of Coca Cola and findings derived from the study are beneficial for the entire
beverage industry where other companies can work on their social media campaigns in order to
enhance overall performance in the market. Results in inductive approach moves from specific to
general and this is the main reason behind selection of this approach (Jackson, 2010).
Sampling
It is one of the most important part of the study as selection of appropriate sample size
helps in obtaining information which is beneficial for study. In the present study sample size of
50 customers have been chosen and technique of convenience sampling has been chosen for the
same.
11

Research philosophy
Two type of philosophies are present which are used in conducting study and they are
interpretivism and positivism. For conducting the present research interpretivism as a philosophy
has been employed through which it becomes easy to interpret results (Khan, 2011).
12

CHAPTER 4: RESULTS OF RESEARCH
Do you frequently drink coca cola Response
Yes 46
No 4
How often do you follow Coca-Cola on
Facebook
Response
Once in a week 18
Daily 22
Twice in a week 10
Does Facebook campaign of Coca-Cola
influence your purchase of Coca-Cola
Response
Yes 39
No 11
Does social networking of Coca-Cola
encourages your loyalty to the brand
Response
Yes 36
No 14
You ever look at Facebook for other beverages
companies
Response
Strongly agree 10
Agree 12
Neutral 22
Disagree 4
Strongly disagree 2
13

Social media campaign of Coca-Cola as
attractive as compared with other beverages
companies
Response
Strongly agree 18
Agree 15
Neutral 10
Disagree 2
Strongly disagree 5
Do you perceive social media practice of Coca-
Cola effective as compared with other
marketing techniques employed by firm
Response
Yes 34
No 16
Does social media practices of Coca-Cola has
enhance brand loyalty and you purchase the
product of firm on continuous basis
Response
Yes 42
No 8
Do you agree that social network have a huge
impact on Coca-Cola brand and loyalty
Response
Yes 28
No 22
14

What type of support is provided by company
through its social media practices? No of respondents
Solving product related queries 22
Taking feedback 16
Sharing information regarding offers 12
Does social media campaign encourage your
purchase behaviour?
Response
Yes 32
No 18
Theme 1: Majority of the customers consume Coca Cola on continuous basis
Yes
92%
No
8%
Do you frequently drink Coca Cola?
Analysis: From the information gathered it has been found that majority of the customers prefer
to consume Coca Cola on continuous basis. Further, 46 out of 50 customers replied that they
consume Coca Cola and their liking pattern is in favour of this product. Customers are having
proper information regarding the product of Coca Cola and due to this reason they consume
Coca Cola rather than other type of beverages. On the other hand, 4 customers replied that they
do not consume Coca Cola as it does matches with their actual need and requirement.
15

Theme 2: Customers follow Coca Cola on Facebook daily
Once in a week Daily Twice in a week
0
5
10
15
20
25
How often do you follow Coca Cola
on Facebook?
Analysis: The data collected has supported in knowing that majority of the customers prefer to
follow Coca Cola on Facebook on daily basis. 22 out of 50 customers replied that they obtain
information regarding product range of Coca Cola on continuous basis. 18 customers replied that
they follow Coca Cola on facebook once in a week, 10 follow twice in a week. Therefore, this
information supports in knowing that customers prefer to gain information regarding the product
range of business through social networking sites and this assist them in taking purchase decision
which is effective for the business in every possible manner. Majority of the customers are
continuously following Coca Cola on facebook and this provides good response to company
where it is possible to bring changes in the product range frequently and is allowing business in
the market for longer period of time. On the other hand, customers prefer to purchase commodity
only when adequate amount of information is being shared by business with them through social
networking and it is one of the main reason due to which brand presence of Coca Cola is
increasing in the market. It is allowing firm to gain competitive advantage and is acting as an
development tool for the entire business in the market.
Theme 3: Facebook campaign of Coca Cola influences purchase of product
16

Yes No
0
5
10
15
20
25
30
35
40
45
Does facebook campaign of Coca
Cola influence your purchase of Coca
Cola
Analysis: From the information gathered it has been found that majority of the customers are
influenced to purchase products of company due to presence of facebook campaign. Further, 39
out of 50 customers replied that facebook campaign being developed by business is quite
attractive with the help of which they obtain crucial information regarding product of company.
Moreover, 11 customers replied that campaign being developed by business through networking
site does not encourage them to purchase product. Therefore, with the help of this information it
can be said that company like Coca Cola is being able to gain large number of benefits by
offering products to its target market and in turn it is acting as an development tool for the
business. Apart from this, by sharing important information with target market business is
receiving large amount of benefits and it has enhanced market performance of business.
Theme 4: Social networking of Coca Cola encourages loyalty of the customers towards brand
17

Yes
No
0 5 10 15 20 25 30 35 40
Does social networking of Coca Cola
encourages your loyalty to the
brand?
Analysis: From the information gathered it has been found that social networking publicity of
firm has enhanced brand loyalty in the market. 36 out of 50 customers replied that networking
site such as Facebook has enhanced brand loyalty in the market and it is having positive impact
on the brand image of business. Apart from this, company strongly relies on this tool for
promoting products in the market. 14 customers replied that publicity with the help of social
networking site is not effective and this does not encourages them to purchase products on
continuous basis. Therefore, with the help of this information it can be concluded that one of the
main reason behind rise in brand loyalty of customers which has also supported business in
earning higher profits. Further, Coca Cola stands on top in the market in terms of brand loyalty
and majority of the customers are highly satisfied with the beverages offered to them.
Theme 5: Majority of the customers does not look at Facebook for other beverage companies
18

Strongly
agree
20%
Agree
24%
Neutral
44%
Disagree
8%
Strongly disagree
4%
You ever look at Facebook for other
beverage companies
Analysis: From the information gathered it has been found that majority of the customers do not
look at Facebook for other beverage companies. 12 out of 50 customers agree with this fact, 10
strongly agree, 22 are neutral, 4 disagree and 2 strongly agree. Customers strongly prefer to
obtain information regarding product range of Coca Cola and they does not prefer to access
Facebook for obtaining information regarding other beverage company and this is one of the
main reason behind reason behind rise in sales volume along with profitability of company in the
market. Customers do not prefer to gain information regarding beverages of other company as
they are brand loyal towards Coca Cola products and this is favourable for business in every
possible manner. Apart from this time to time new type of data is being shared by company
regarding its product range and this also acts as source of attraction for business in the market.
Theme 6: Social media campaign of Coca cola is attractive as compared with other beverage
firms
19

Strongly agree Agree Neutral Disagree Strongly
disagree
0
2
4
6
8
10
12
14
16
18
Social media campaign of Coca Cola
is attractive as compared with other
beverage companies
Analysis: From the information gathered it has been found that social media campaign of Coca
Cola is quite attractive as compared with other beverage firms. 18 out of 50 customers strongly
agree with this fact and they replied that through Facebook they are able to obtain crucial
information regarding product range of business and in turn it acts as development tool for the
entire business. Further, 15 customers agree with this fact, 10 are neutral, 2 disagree and 5
strongly disagree. Apart from this, discount and other type of information is being shared with
target market on continuous basis and this is one of the main reason behind success of business
in the market. Further, other beverage companies are not promoting their products through social
media and Coca Cola is being able to gain benefit by doing publicity of its products. In short, it
is acting as source of attraction and majority of the customers are brand loyal towards the
beverages offered by Coca Cola.
Theme 7: Social media practices of Coca Cola are effective as compared with other marketing
tools
20

Yes
No
0 5 10 15 20 25 30 35
Do you perceive social media practice
of Coca Cola effective as compared
with other marketing techniques
employed by firm
Analysis: From the information gathered it has been found that social media practices of business
are quite effective as compared with other marketing tools employed by business. 34 out of 50
customers replied that company strongly relies on social media for enhancing sale of its products
and it directly affects purchase behaviour of target market. Apart from this, other marketing tools
have also been employed by business such as advertisement on television etc. Time to time new
information is being shared by Coca Cola with its target market on the basis of which they take
decision whether to consume beverage or not. In short, it allows company to deal with large
number of challenges being present in the business and acts as development tool. Other
marketing tools employed by business do not have wide coverage and they are not effective in
sharing crucial information with the target market. Therefore, promotion with the help of social
media is quite effective and customers are highly satisfied with this tool employed by business.
Apart from this, in the modern era every consumer has access to Facebook and due to this reason
this marketing tool is appropriate for business and it is allowing company to operate efficiently
in the market.
Theme 8: Social media practices of Coca Cola has enhanced brand loyalty and customers prefer
to purchase products on continuous basis
21

Yes No
0
5
10
15
20
25
30
35
40
45
Does social media practices of Coca
Cola has enhanced brand loyalty and
you purchase the product of firm on
continuous basis?
Analysis: From the data gathered it has been found that social media practices of Coca Cola are
quite effective and it has supported in increasing brand loyalty. Further, majority of the
customers are brand loyal and they consume beverages of Coca Cola on continuous basis. 42 out
of 50 customers replied that presence of Coca Cola on social media is quite high and crucial
information linked with product range is being shared by business. Therefore, it acts as source of
attraction where majority of the customers purchase products of Coca Cola on the basis of
information being shared with them. On the other hand, 8 customers replied that social media
practices of Coca Cola are not effective and due to this reason they are not brand loyal towards
firm. So, it is required for business to take corrective actions so that more customers can be
attracted easily in lesser period of time. Rise in brand loyalty and consumption of Coca cola has
supported firm to become leader in the market and business is being able to grab large number of
opportunities which are present in the business environment. Therefore, with the help of this
information it can be said that Coca Cola has employed effective promotional tools which has
enhanced brand image of business in the market.
Theme 9: Social networking has huge impact on Coca Cola brand
22

Yes No
0
5
10
15
20
25
30
Do you agree that social networking
have a huge impact on Coca Cola
brand and loyalty
Analysis: From the information gathered it has been found that social networking has huge
impact on Coca Cola brand and loyalty. 28 out of 50 customers replied that publicity and
promotion with the help of social networking sites is having positive impact on the brand image
of business. Further, it is encouraging customers to repurchase the products on continuous basis.
Rise in brand loyalty is acting as development tool for the entire company and is allowing firm to
deal with the challenges being present in the business environment. Apart from this, 22
customers replied that social networking sites does not have positive impact on brand image of
business.
Theme 10: Solving product related query is one of the major support provided by Coca Cola
through social networking
Solving product related queries
Taking feedback
Sharing information regarding offers
0 5 10 15 20 25
What type of support is provided by
company through its social media
practices
23

Analysis: From the information gathered it has been found that Coca Cola provides proper
support to its target market in different form. 22 out of 60 customers replied that solving product
related query is one of the major support provided to enterprise to them. Further, it is well known
fact that customers have large number of doubts regarding product and it is the first and foremost
duty of management to clarify their doubts. 16 customers replied that company takes feedback
from them through social networking sites, 12 replied that firm shares information linked with
special offers. Therefore, by sharing this type of information with target market firm is operating
efficiently in the market and it is leading to rise in customer base which is regarded as one of the
main objective of firm behind operating in the market. Apart from this, taking feedback from
customers on continuous basis allow firm to bring changes in its product range and this leads to
rise in sales volume. Providing proper support to target market is support enterprise in gaining
competitive advantage and this is one of the basic reason due to which Coca Cola is regarded to
be leader in the market.
Theme 11: Social media encourages purchase behaviour of target market
Yes
64%
No
36%
Does social media campaign
encourages your purchase behavior
Analysis: From the information gathered it has been found that Social media campaign
developed by Coca Cola encourages purchase behaviour of customers. 32 out of 50 customers
replied that networking site such as Facebook is quite effective through which they are
encouraged to consume Coca Cola on continuous basis. Further, 18 customers replied that social
media campaign does not influences their purchase decision. Therefore, with the help of this
type of information it can be said that social media practices of company are quite effective and
24

firm must rely on this tool on continuous basis. This will allow firm to better satisfy need of its
target market and can assist in gaining competitive advantage also. By sharing crucial
information through Facebook firm can enhance brand loyalty in the market.
25

CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS
After carrying out the entire study it has been found that social media campaign has
direct impact on the brand image of enterprise and due to this basic reason company like Coca
Cola is being able to operate efficiently in the market. Each and every social media practice of
firm is allowing company to understand actual requirement of its target market and in turn they
are targeted on the basis of same. It is providing ample of opportunities to business and is acting
as an development tool. Apart from this, business is strongly focusing on understanding about
changing customers trend in the market.
In order to conduct study in appropriate manner various objectives were set which were
accomplished. First main objective was to determine the role of social media campaign in the
beverage industry which was attained and it was found that it plays very significant role and
presence of effective promotional tools allow business to gain competitive advantage. Further, in
the entire beverage industry every company is heavily dependent on social media practices and
they are grabbing large number of benefits with the help of this. Every firm has developed
specific page on social networking sites and through this firm is building strong relationship with
its target market. Moreover, findings of secondary study are also same where it has been found
that social media campaign allows business to focus on actual need and requirement of its target
market which is must in the present era. Further, the changing needs of customers can be better
understood by firm if its brand presence is high in the market through social media.
Second objective was to identify the social media practices of Coca Cola in the market of
UK where from primary study it has been found that firm takes feedback from customers and
provides every kind of support to its target market. Further, firm shares special moments along
with its photos and videos which are attractive enough from customers point of view. Due to
presence of effective social media practices customers is having strong customer base and it is
allowing to gain competitive advantage which can be profitable for enterprise in near future. On
the other hand findings of secondary study are also same where different authors and experts
have said that social media practices of company like Coca Cola are effective in the market and
they are supporting enterprise to sustain in the competitive market. Further, it is having positive
impact on the brand image of organization where each and every customer perceives brand of
Coca Cola positively. Results of both primary and secondary study are same where majority of
the customers buy products of Coca Cola due to presence of effective social media campaigns
26

through which target market receives proper knowledge and information regarding the product
range of enterprise.
Last objective was to understand the significance of social media campaign in building
brand image of enterprise where it was found that efforts applied in building social media
campaign improves brand image of firm in the market. Further, it is providing large number of
opportunities to Coca cola and company is being able to deal with challenges present in the
business environment. Primary study has supported in knowing that social media site such as
facebook is allowing enterprise to better understand actual requirement of its workforce and this
is one of the basic reason behind success of company in the market. Firm has developed its own
page on Facebook through which better relationships are built with target market and it has
having positive impact on brand image of organization. On the other hand results of secondary
study are also same where it has been found that Coca Cola is building its brand image in the
market with the help of social media campaign and it is attracting large number of customers
towards the product range offered by enterprise.
The present report carried out has supported in knowing the effectiveness of Coca Cola in
building effective social media campaigns through which its customers are targeted easily and it
is having positive impact on brand image of firm. Further, various tools were employed for
conducting research which involves data collection through primary and secondary source where
former one was collected through questionnaire and later one with the help of books, journals
and online articles. Inductive approach has been employed, data has been analysed qualitatively,
interpretivism philosophy has been used etc. Sample size of 50 customers of Coca cola has been
undertaken through convenience sampling method.
From primary study, it has been found that Coca Cola is efficient enough in designing
effective social media campaigns and majority of the customers are satisfied with this. Further, it
is leading to rise in customer base of enterprise. Results of secondary study are also same where
it has been found that company such as Coca Cola is strongly focusing on promoting its product
range with the help of social media and it is building awareness in the market. In short results of
primary and secondary study are same. Apart from this investigator has faced some difficulties
while conducting study which are lack of time, knowledge and other type of resources which are
important for study. Obtaining data from each and every customer consumed large number of
time and it proved to be costly for present study and this acted as hurdle.
27

Recommendations
On the basis of conclusion there are some recommendations to Coca cola so that firm can
better target its customer through social media campaign
 Company must update crucial information on social media timely so that customers are
well aware about each and every activity carried out by enterprise
 More focus must be on schemes and additional schemes provided by Coca cola as
customers are interested in such type of information
 Time to time feedback must be taken from customers so that company can know whether
any type of modification is required in the product range
 Social media activities must be organized on continuous basis through which customers
may feel that they are involved in each and every activity of organization
 Information must be shared through Facebook rather than other sites where presence of
customers is little bit low
28

CHAPTER 6: REVIEW OF METHODOLOGY
For conducting the entire study various methodological tools were undertaken which
have supported in carrying out research in appropriate manner. All the tools have been employed
after considering the nature of the study and in turn it became easy to accomplish overall aims
and objectives of the research. Descriptive research design was undertaken with the help of
which full description of the topic was provided which was selected for the study. Further, data
was collected from both sources namely primary and secondary with the help of which it became
easy to obtain expected findings. Primary information was gathered from the customers of Coca
Cola with the aim to know effectiveness of social media campaign of company. On the other
hand, secondary information was obtained with the help of various books, journals and online
articles which are associated with the topic. For data analysis qualitative techniques have been
undertaken where different themes have been formed so as to analyze the information collected
in appropriate manner. Inductive approach was employed where results move from specific to
general and this also supported in enhancing reliability of the entire research. Sample size of 50
customers of Coca Cola was undertaken who have access to social networking sites.
Interpretivism philosophy was undertaken to interpret the results of the study. Therefore, in this
was the methodological tools employed were appropriate and were beneficial for the entire
research in every possible manner.
29

CHAPTER 7: PERSONAL REFLECTION
The entire study carried out has supported me to gain knowledge about various concepts.
Further, it has provided me platform to enhance level of skills. I gained knowledge regarding the
effective ways through which any research can be carried out in appropriate manner. Further,
knowledge was obtained regarding the methodological tools which were employed in the present
study and this assisted me in knowing how different techniques of research supports in
accomplishing aims and objectives. Moreover, I am having interest in the field of marketing
which also assisted me in carrying out this research as expected. I gained knowledge regarding
the social media campaigns being developed by businesses which allows them to promote
products in appropriate manner. Moreover, I was able to improve my time management, decision
making, critical thinking skills. In short, the entire research has provided me a proper platform
which I can easily focus on the areas where my performance lacks and improvement is needed.
Apart from this, I was able to understand the reason behind success of Coca Cola in the market
where business strongly relies on social media for enhancing sales of its products in the market
and is beneficial for business in every possible manner.
30

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APPENDIX
QUESTIONNAIRE
1) Do you frequently drink Coca-Cola
 Yes
 No
2) How often do you follow Coca-Cola on Facebook
 Once in a week
 Daily
 Twice in a week
3) Does Facebook campaign of Coca-Cola influence your purchase of Coca-Cola
 Yes
 NO
4) Does social networking of Coca-Cola encourages your loyalty to the brand
 Yes
 No
5) Do you feel more positive about Coca-Cola due to social media campaign
 Yes
 No
6) You ever look at Facebook for other beverages companies
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
7) Social media campaign of Coca-Cola as attractive as compared with other beverages
companies
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
34

8) Do you perceive social media practice of Coca-Cola effective as compared with other
marketing techniques employ by firm
 Yes
 No
9) Does social media practices of Coca-Cola has enhance brand loyalty and your
purchase the product of firm on continuous basis
 Yes
 No
10) Do you agree that social network have a huge impact on Coca-Cola brand and
loyalty
 Yes
 No
11) What type of support is provided by company through its social media practices?
 Solving product related queries
 Taking feedback
 Sharing information regarding offers
12) Does social media campaign encourage your purchase behaviour?
 Yes
 No
.
35