Role Of Social Media Campaign In Brand Building Image Of Company: A Study On Coca Cola
Added on 2020-01-23
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An investigation on analysing the role of socialmedia campaign in brand building image ofcompany: a study on Coca Cola, UK
TABLE OF CONTENTSCHAPTER 1:INTRODUCTION.....................................................................................................41.1 Overview................................................................................................................................41.2 Rationale of the study............................................................................................................51.3 Aim and objectives................................................................................................................61.4 Research questions.................................................................................................................71.5 Structure of the dissertation...................................................................................................7CHAPTER 2: LITERATURE REVIEW.........................................................................................92.1 Introduction............................................................................................................................9Assessing the role of social media in present scenario................................................................9Impact of social media campaign on customer awareness and decision making......................10Determining the role of social media on brand image...............................................................13REFERENCES..............................................................................................................................15
CHAPTER 1: INTRODUCTION1.1 OverviewMarketing is considered as the most important department of an organization whichsupports business to enter into global market along with its strong presence. This field involvesactivities related to promotion of products and services whereby large number of customers areattracted towards the business. It is the only department which handles the tasks related toincreasing the customers base by making them aware related toabout the brand which is beingoffered to by them. Businesses uses use different approaches to maintain their brand image suchas application of classical marketing mix variables and brand elements along with theimplementation of new marketing methods. This These methods of marketing include one to onemarketing, sponsorship and events etc. Among these, internet marketing is very highlyimportantthrough which business targets its potential buyers and enables them to purchase the productsand services which is being offered by the firm.The process applied to empower people for promotion of products, websites or services ispossible with the help of online social channels only. However, large community is tappedtargeted with the help of such kind of modern communication channels only. It is not possible incase of traditional mode of communication as now, large mass of buyers cannot be targeted at aparticular point of time. The study under investigation presents that how usethe way of usingofsocial media marketing strategy prove that provesto be effective for improving the brand imageof the businessorganization and increasing level of the customer satisfaction to a great highextent. However, satisfaction among customers is the only aspect for increasing the brand loyaltyof the business. It proves to be effective for accomplishing the long as well as short termobjectives of the business in an effectual manner.The current scenario reflects that appropriate mode of communication such as Facebook,Twitter and other related are increasing. With the use of such kind of approaches, firm get gets toknow about the potential buyers as they approach company directly to access offered productsand services. However, social media marketing strategy is considered as the strongest point forgrowth and development of the business. This represents that social media habits of firm iseffective in the line of customerscustomer’s interest and preferences. However, expectations of
all related stakeholders is also met with the application of suitable marketing strategies. This isbecause; if customers are happy then firm would positively grow at national or internationallevel.The dissertation is based on organization, Coca-Cola, which offers carbonated soft drinkand its products are distributed in over 200 countries across the world. The product range ofcorporation consists of Diet Coke, Diet Coke Caffeine-Free, Coca-Cola Vanilla and Coca-ColaCherry, etc. During financial year 2015,the corporation was known as the world's third mostvaluable brand. However, each day, approximately 1.8 billion beverages are being served eachday. The firm under investigation uses the pervasive style of advertising under which targetremains on all customers. This has a positive impact on the brand image and number ofcustomers increases day by day. However, the main focus on theof business is on advertisementwith special focus on internet or online market. For this purpose, social media can be consideredas the most effective approach to attract more buyers. However, the strategy of social media isapplied to communicate the success story of business. In this manner, present study is beingconducted to understand the role of social media for building the brand image of the business inthe marketplace. It would be effective for the firm to cater requirement of all related parties. Thisis because; findings of the investigation would also results in fruitful recommendations whichcabcan be applied for in the firm in for successful operation along with creation of its goodwill inthe marketplace.1.2 Rationale of the studyThere are different kinds of marketing strategies applied by business in order to promotethe product and services in the marketplace. This facilitates corporation to integrate all businessactivities and support the firm in expanding the business at global marketplacelevel. In thismanner, business determines several factors which can be effective for building the brand imageand support business to expand its venture at international level. However, the issue related tohigher competition is creating affecting business performance to a great high extent.Furthermore, customers easily switch from one to another brand for the sake of taking benefitsfrom the respective business. However, this all madeis possible with the help of appropriateselection of internet marketing strategies or social media.
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