Impact of Marketing Communication Strategies on Coca Cola Competitors

This dissertation examines Coca-Cola's marketing communication strategies and their impact on the competitive landscape. The research delves into the various marketing approaches employed by Coca-Cola, including digital marketing, and analyzes their effectiveness in maintaining market shar...Read More

DISSERTATION TOPIC-
COCA COLA MARKETING
COMMUNICATION
STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................3
AIM AND OBJECTIVES...............................................................................................................4
Aim..............................................................................................................................................4
Objectives....................................................................................................................................4
Research Questions......................................................................................................................4
LITERATURE REVIEW................................................................................................................5
Theme 1: Different marketing strategies adopted by Coca Cola.................................................5
Theme 2: Impact of marketing strategies on the competitive positioning of Coca Cola............7
Theme 3: Challenges faced by Coca Cola due to competition in the industry............................8
Strategies and recommendations based on the challenges identified for the company...............9
RESEARCH METHODOLOGY..................................................................................................10
Research Type...........................................................................................................................10
Research Philosophy..................................................................................................................10
Research Design........................................................................................................................11
Research Approach....................................................................................................................11
Research Sampling....................................................................................................................11
Data Collection..........................................................................................................................11
Data Analysis.............................................................................................................................12
Ethical Considerations...............................................................................................................12
Validity......................................................................................................................................12
RESULTS......................................................................................................................................13
DISCUSSION................................................................................................................................20
CONCLUSION..............................................................................................................................22
LIMITATIONS..............................................................................................................................23
RECOMMEDATIONS..................................................................................................................23
REFERENCES..............................................................................................................................25

TITLE: Marketing communication strategies and the impact that they have on the
competitors in the market.
INTRODUCTION
Every organisation indulges in marketing and promotional activities in order to gain the
relevant customer and market share. Coca Cola is an international beverage company and they
have to adopt a variety of marketing communication strategies so that they can maintain their
position in the market and deal with the different market requirements based on the culture
(Mohamed and Omwenga, 2015). However, it is not easy to compete with the competitors while
operating company on a global level and Coca cola as well has been experiencing quite a lot of
challenges due to such competitive strategies. The marketing communication strategies also have
a certain degree of impact on the competitive positioning and the overall ability to deal with the
problems and challenges that arise on the way. The proposed research will illustrate the
marketing communication strategies that the Coca Cola company implemented and the various
competitors of the company along with the numerous difficulties that they present before the
client will be discussed accordingly (Wang, 2015). The research proposal that has been prepared
will highlight the aim and objectives of the proposed research, a brie literature review on the
selected aim and the research methodology highlighting the key points about the research. This
will help in presenting an outline of the main dissertation that has been proposed on the Coca
Cola Company.
Digital marketing strategy refers to plan that assists business attain the particular digital
goals by chosen online marketing channels for an instance earned, paid and the owned media. It
mainly explains series of the actions which use the online marketing channels to attain the
different objectives. The different digital marketing strategies used by Coca cola company are
Having the effective marketing strategies are mainly designed for an organisation has provided
more boost at enhancing brand recognition at global level. Coca cola company attract the
customers by providing the promotional gifts to fans (Adefulu, 2015). Many of the people
believe that Coke is responsible for creating the Santa Claus. Newspapers is popular form of the
media advertising that used through Coca Cola company. This company has starred media
advertisement in earlier stages ad through now firm has been engaged on the mafia advertising.
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AIM AND OBJECTIVES
Aim
To evaluate the marketing communication strategies and the impact that they have on the
competitors in the market. A case study on Coca Cola.
Objectives
 To discuss the different marketing communication strategies adopted by Coca Cola.
 To analyse the impact of these communication strategies on the competitors of the company.
 To identify the challenges that Coca Cola is facing from its competitors in the industry.
 To develop proper strategies and recommendations based on the challenges identified for the
company.
Research Questions
 What are the various marketing communication strategies that Coca Cola has adopted for
their company?
 How do the marketing strategies affect the overall competition that the company faces?
 What are the different challenges and problems that Coca Cola is facing from its
competitors?
 How can these problems be resolved or minimised using recommended strategies?
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LITERATURE REVIEW
Literature review is basically the evaluation and comparison of the different case studies
and research papers that have already been researched and published in the past by other authors.
These are included in the proposed research because these hold some points of relevance and
they are critically compared highlighting the positive as well as negative aspects about any topic
(ABBASI, 2017). Based on the objectives identified above, various themes can be developed
which can act as the basis of comparing the different viewpoints that have been presented by
different authors in the past. In the literature review, there has been discussion about the
Marketing communication strategies and the impact that they have on the competitors in the
market.
Theme 1: Different marketing strategies adopted by Coca Cola
The authors, Cheptegei and Yabs (2016), state that media can broadly be categorised into
two broader categories i.e. print or published media and visual or aural media. Coca Cola has
been using both of them since a longer time period where they have regularly modified their
strategies and tactics with the creativity level. The newspaper advertisements featuring key icons
and catchy taglines, the TV ads usually having a quirky style, collaborating themselves with the
sports events, featuring in films, shows etc. All in all, it can be said that the company has
ventured into every type of marketing technique and strategy that is possible for the company to
keep itself in the industry and maintain the customer base and loyalty that they have been able to
create over the years. The company has created an innovative presence on the social media
platforms as well where they have been able to attract the millennials. The marketing
communication has not just illustrated the objective of the company itself but has also raised
brand awareness on a number of issues, has fostered healthy competition trying to increase the
preference for their own product over the competitor’s brand and focused on maintenance of
healthy customer relationship (Akdoğan and Altuntaş, 2015).
Marketing communication strategies of Coca cola
Coca cola mainly relied on conduct integrated marketing communication strategy. Choice
of the media is mainly used through firm consists magazines, television, newspapers, posters and
some other forms. Communication that organised through this company includes direct
marketing, internet marketing, public relations, sponsorship marketing, sales promotion and the
direct marketing. The advertising is more necessary for this firm as its giant consumer base is
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global. Coca Cola has been advertised by television several countries which differ from the each
other and they have been prepared taking into an account characteristics of local culture in
context to neglect understanding because of cultural differences and enhance positive impact of
initiatives of TV advertisement.
However, contradictory to the above point, the Du Plessis (2015), have stated that despite
the numerous efforts and strategies that Coca Cola has adopted, the overall status of the company
has declined. This is because all the benefits that the company buts forwards in its marketing
communication strategies are perceived benefits i.e. the benefits that the customer is expected to
have. Additionally, claiming that Coca Cola is the coolest drink without any evidence or base of
it in the advertisements is just another aspect of the different ways in which the company has
reduced its own brand value. The authors further state that the broader level, the company also
fails to establish relationship with their customers like the one that its competitors have been able
to develop or cultivate over the years. The companies often tend to overestimate themselves and
this leads to the creation of the ambiguity. In case of the Coca Cola company, it was not entirely
the marketing communication strategy but the overall management and integration of the
customer satisfaction was not very illustrative which has presented many competitive challenges
before the company (Atik Gumuscu, 2017). Apart from this, the number of scandals in which the
company has been caught over the years at different places has largely deteriorated the reputation
of the company at the world level. Other than this, there are different digital marketing strategies
adopted by Coca Cola mention below:
Direct Engagement with Fans- The Ad campaign of Coca cola #VerdaderoAmigo
celebrated the true friendship, teamwork, unity and the happiness through re- designing iconic
wavy ribbon into “fist bump” symbol. Main focus of its extensive campaign is on the friendship
through framing this against opposite. With grand visual metaphor for spreading the better vibes
online, felt bit removed from social complexities teens mainly face (Boelsen-Robinson,
Backholer and Peeters, 2015).
Targets Millennial Age- The Coca cola adapts successfully itself to new technologies
and also new generation. This is generally beverage that composted of the carbonated water and
caramelized sugar. It defined target market at all and form mainly acts like teenage magnet to
determine precise consumer data.
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Direct engagement with fans- Most necessary thing for brand is staying connected with
large audience. Coca cola does this better as around 85% of tweets were mainly aimed to connect
with the fans. Its aim is to prove that they mainly interested in consumers and also they love
them (Butler and Tischler, 2015).
Theme 2: Impact of marketing strategies on the competitive positioning of Coca Cola
Authors, Rey-López and Gonzalez (2019), have illustrated that the marketing strategies
that Coca Cola has adopted was instrumental in the development and establishment of the
company as world’s leading brand and the owning of other equally popular drinks such as Sprite,
Fanta etc. The entire system through which the company operates i.e. the bottling and the
delivery systems has helped in creating efficient competitive positioning where the company is
able to target and satisfy the customers of multiple number of countries that are spread all
through the world. The company has also been able to expand themselves at a rapid rate due to
such strong positioning in the market and that too without any significant or large capital
investments because of effective system that they had set up over the years. Additionally, the
company has a huge opportunity if expanding their business by venturing in healthy and organic
drinks as well (Cheptegei and Yabs, 2016). Although the competition in this industry is high
where Pepsi Co is its identified competitor, yet the overall strategies of Coca Cola such as glocal
strategy, introduction of healthier and innovative products regularly, amalgamations etc. have
helped the company in creating supremacy in the industry. Therefore, the authors conclude that
despite the global presence, the company has been able to maintain its leadership all because of
the excellent strategies and tactics which have helped in the creation and satisfaction of a large
and loyal customer base.
Contradicting to the above point however, the authors, Melton, Damron and Vernon
(2017), have presented another aspect related to competitive positioning of the company. The
authors have illustrated that the global expansion and representation of the company has often
led to the company facing heavy criticism due to any scandals or the fact that carbonated drinks
are not healthy to produce and consume where the things were often blew out of proportion. The
regular involvement of the company in some or the other controversy in different parts of the
world has affected the reputation of the company on a global level (Maamoun, 2020). This has
ultimately reduced the sales of the company in many countries where the competitors of the
brand prominently Pepsi, Red Bull, Tropicana etc. took rigorous advantage of the situation. The
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band Tropicana has made itself successful just by highlighting that how harmful carbonated
drinks are to the human body as well as to the nature. The brand has always focused on
improving the customer satisfaction level and although it has helped them in becoming a global
brand but yet the competitors of the company have been able to rise significantly due to such
non- responsive attitude. Therefore, the authors conclude that ultimately the presence of the
company has been affected due to the marketing strategies and competitors of the brand have
been able to benefit themselves in the entire situation (Chernev, 2018).
Theme 3: Challenges faced by Coca Cola due to competition in the industry
The authors, Singaram and et.al. (2019), have illustrated that there is a long list of challenges
that the company has faced in its magnificent existence of 126 years. There has been regular
stream of challenges sometimes from its competitors, sometimes due to the prevailing trends in
the market and sometime due to consumer preferences as well. The company faced the challenge
of being associated with the medicinal purposes back when it was launched where the
description of the drink did not attract the masses. The company later changed its description to
just a refreshing drink and they were able to attract eyes. The next major challenges that arose
were that the bottling system and delivery system of the Coca Cola was not very soundly
established. The excellent system that the brand has throughout the world today was begun
setting up in the very early phase of the company which has helped it in creating global presence
and hold today. Next was the challenge that there was no particular designing of the bottle since
different variants of it were being sold while its competitor had already developed a uniform
design. Then Coca Cola went on to design the world- famous bottles that created an iconic
presence amongst the people (De Mooij, 2018). The last challenge that the authors have
illustrated is the challenge by Pepsi where the Coca Cola was able to sell only 6.5 ounces in a
single bottle; Pepsi was selling almost twice of that at just one more nickel than Coca Cola. This
again rose as a major challenge before company and they later introduced a 12- oz can that is
extremely famous and the most dominant packaging of Coca Cola even today.
Another research paper published by Linnander and et.al. (2017), continues with the
challenges by illustrating that Pepsi presented another major challenge for the company when
they conducted a taste which indicated that people preferred the taste of Pepsi over Coca Cola
with the ratio of 58 over 42. The difference was huge and the sales of the Pepsi also overtook
that of Coca Cola. The company later modified and changed its original Coca Cola formula
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making it a refreshing taste for the public and was able to gain the market share again.
Additionally, the diet challenge began when the diet- rite cola was launched in the market and
following this Coca Cola also launched with Tab. However, despite the higher selling of Tab
over its competitors, the company again introduced Diet Coke in the market. The last major
challenge that is still persistent is the sugar challenge where the consumers are adopting a zero
sugar approach and the harmful effects it has on body are already being illustrated. This is still an
ongoing challenge for the company where they have been able to keep themselves in operation
by highlighting how the calorie and sugar intake from their drinks is still less and more beneficial
than other competitive brands. Therefore, the authors have concluded that that these are the key
challenges that Coca Cola has faced till now (Dharmappa, 2018).
The literature review done above helps in concluding that the overall research done on the
coca cola company has been very illustrative and there are multiple views that have been
presented on the company and its related themes that helped in gaining the necessary insight.
Strategies and recommendations based on the challenges identified for the company
Coca Cola is one of the most reputed brand and its main focus on increasing the customer
base and also reputation of company. This company face some challenges which impact on the
productivity as well as profitability of the business effectively. To overcome from the issues, this
is necessary for company to determine main factors of determined challenges that company is
facing at present. In this, management is most powerful aspect regarding development in
company. Developing management department is considered firstly to success as well as
development of an organisation. Coca- cola is one of the global multination firm, people factors
mainly develops such global organisation and for this being it have global regulations as well as
the unify policies effectively. coca cola organisation sweetener challenge is looking for new
compound that is safe, no or low calorie and the natural compound that generate taste sugar
sensation when used in the food and beverages. This cannot have derived from the Stevia or Lo
Han Guo that is unsustainable or endangered. Coca- cola company acknowledges that more
money has been already sunk in to researching various ways to the sweeten soft drinks that is
healthier for human body than several tablespoons o sugar but the taste is not quit similar. In this
present time, Coke Zero Sugar and Diet Coke both aspartame and sweetened, sugar replacement
that is mainly used in diet Pepsi products.
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RESEARCH METHODOLOGY
Research Type
Research is the most favourable way to everyone for finding appropriate data,
information which supports or helps different organisations for increasing their performance and
productivity (King and Mackey, 2016). The research mainly plays an effective role in the terms
of achieving wide range of knowledge and information that enable to companies, businesses or
individuals to create excellent and frequent operations and activities. There are top-level
management within most companies or businesses generally has used two types of research
methods or theories called; quantitative and qualitative. These both methods of research are very
common and too productive as well.
In these both research methods, first quantitative method generally used for continuously
improving quality of services & products for getting an excellent outcome. This method of
research enables to everyone for collecting data through interviews, meetings, books and journals
and articles etc. That’s why this method of research has been used in this report of research,
because attributes of research are enough to making this research project too effective. Second is
qualitative method, this method enables to get different data through statistics and numerical
sources. This method also currently used by different people (Farache, Tetchner and Kollat,
2018).
Research Philosophy
Research philosophy is very useful way to different companies or ventures for increasing
their efficiency. Research philosophy has played very important role for a researcher to get
aware about the favourable type of philosophy that can help for improving efficiency of a venter
and also gain very productive theories to collect data. There are generally two typed of
philosophies available called; positivism philosophy and interpretive philosophy, in which
positivism philosophy helps in providing the right and logical facts that right now available in an
environment of business. Then, interpretive philosophy is known as a medium that contributes in
understanding the accuracy of an environment and enables to collect the logical data (Cuervo‐
Cazurra and et. al., 2017). In this situation, philosophy of positivism has used in existing research
project to make different productive methods and theories effectively.
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Research Design
Research design is generally a proper framework, contributes in developing theories or
methods to effectively conduct research in the selected market segment. Currently there are lots
of mixtures of methods relating to develop productive design of research, and also increase the
productivity to gain meaningful data (Koudelková, 2017). Basically, there are three research
design available in the market called; deductive, inductive and abdicative. Present research
project has used inductive design of research for increasing the effectiveness of business in
different segments of market.
Research Approach
Research approach also known as a combination of lots of data collection methods to get
very appropriate outcomes. There are many research approaches simply available, called;
descriptive, exploratory and explanatory approach etc. The exploratory approach is commonly
used for getting answers of few questions which enable to collect data in very appropriate
manner (Kimathi, 2016) (Kibona, 2015). Descriptive approach promotes development of
information. Explanatory approach has used to deeply know the influence of many other factors
in the market structure. There is exploratory approach of research has been used in existing
research project that is very appropriate in finding lots of data.
Research Sampling
Sampling is the most common way to different researcher for collecting data in the form
of samples. There are generally two types of research sampling methods has used called;
probably and non-probably (Hong, 2020). These both methods of sampling are very productive,
however the random sampling method has used in this research project, because this method has
enabled to choose 30 random employees of Coca Cola for the personal interview session. In the
session, these all 30 employees have given answers of almost all questions in very proper
manner. They shared their different opinions, ideas and thinking on the topic of marketing
communications strategies of company.
Data Collection
Data collection is one of key tasks within a research project, because by completing this
task, a researcher always gets different data which fully relating to its research topic. Currently
there are two types of data collection methods has used in research projects called; primary data
collection methods and secondary data collection method (Grębosz and Pointet, 2015). The
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primary data collection enables to find data through interviews or meetings, and secondary data
collection method enable to collect data through newspapers, internet blogs, pre-researches,
books and journals etc. In this research project, both types of data collection methods have used.
Data Analysis
Data analysis stage of any research project always enable to choose such data from all
collected data which are really productive and logical (Zawacki-Richter and et.al., 2020). There
are commonly two types of data analysis methods available called; thematic and statistical, in
which the thematic data analysis method has used in existing research project, because this
method enables to divide all collected data into different themes, and these themes are enough to
make a research project very effective.
Ethical Considerations
Research ethics as well as integrity practices assure that an investigation is mainly
conducted on the basis of higher standards of the practice with less risk or the harmful
consequences. Research community and also wider public will have the confidence in research
outcomes and quality of an investigation output will increased. There are almost all ethical
considerations has used in this research project. For example; not has forced to a single employee
of Coca Cola to share its opinions on different questions. While using data of different authors or
writers, their names has been mentioned in the form of references within this research report. No
person has harmed or harassed while preparing the research report. These all factors show that,
there are all ethical considerations has followed in this report. It is necessary for an investigator
to follow the different ethical principles while conducting an investigation for an instance
informed consent, anonymity, confidentiality, avoid the unfair allegations and other principles.
This helps in doing an investigation in an ethical manner and providing the positive outcomes in
significant manner (Gaur, Saransomrurtai and Herjanto 2015).
Validity
Research validity is an extent to which survey mainly measures the correct elements which
require to be analysed. It is related to how well the instrument as measures and what this is
intended to be measure. The valid measurement is reliable if the test mainly produces the
accurate outcomes. high validity of the collected data helps in providing the accurate outcomes
or results in an effective manner (Gertner and Rifkin, 2018).
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RESULTS
In this, there has been the interview chosen for collection of data by using the primary
method. It is conversation for collecting the information. This method consists an interviewer
that coordinated process of conversation and asks questions from interviewee. The interview has
been conducted on specific subject area i.e. Marketing communication strategies and the impact
that they have on the competitors in the market.
INTERVIEW
Q1) Do you have the appropriate understanding about the marketing communication
strategies?
Q2) As per your perspective, does marketing communication strategies help in create
brand awareness of Coca- cola company?
Q3) What are different types of the media Coca-Cola to promote its services and products
at market place?
Q4) Are you aware about the present strategies used by Coca cola?
Q5) What do you think, does existing marketing communication strategies are effective in
enhancing profitability of Coca cola business?
Q6) In the modern business scenario, is it important for Coca cola for implement digital
marketing strategies?
Q7) According to you, which digital marketing strategy used by the Coca cola company?
Q8) What are the benefits of marketing communication strategies to Coca-Cola
organisation?
Q9) On the basis of, how Coca- Cola is using marketing communication in between
different parts of the company?
Q10) According to your opinion, what are the different marketing communication
strategies used by the Coca- cola company for enhancing customer base?
Q11) On the basis of your opinion, how do the marketing communication strategies affect
the overall competition that the company faces?
Q12) As per your viewpoint, what is the integrated Marketing Communication Strategy of
an organisation?
Q13) What are the marketing strategies of Coca- cola related to different seasons?
Q14) According to you, what are the various challenges and problems that Coca Cola is
13

facing from its competitors?
Q15) What do you think, which strategies Coca- Cola can be used to deal with the arisen
issues or challenges?
THEME 1: An individual has understanding about the marketing communication
strategies
Interpretation: There are 30 respondents chosen and they are the employees of Coca- cola
company. On the basis of 25 respondents that they have the detailed understanding about
marketing communication strategies. According to them, marketing communication strategy is
strategy that business mainly used to send correct marketing message to right consumer by right
medium at right time to attain high sales volume. It explains whole range of the activities which
will do to market services and products. This consists each thing from paid marketing to the
media relations. There are 5 remaining respondents which do not have the detailed awareness
and understanding regarding the marketing communication strategies in an effective manner.
THEME 2: As per your perspective, marketing communication strategies help in create
brand awareness of Coca- cola company.
Interpretation: On the basis of opinion of 20 respondents that marketing communication
strategies aids in create the brand awareness of the Coca- cola organisation. The brand awareness
in world is not going to be develop brand if the brand is not developed for the development.
They said that branding is related to promoting vision and objectives of brand and organisation
as whole but the understanding importance of the marketing communication. It assists in
developing as well as giving necessary impetus to brand awareness. Creative artworks of
marketing communication begin with leveraging on strong legacy of brand followed through
features and also unique selling propositions of services and products. There are remaining 10
respondents and they said that marketing communication strategies does not create the brand
awareness. Sometimes, it develops the negative impact on reputation and brand awareness of the
company.
THEME 3: There are different types of the media Coca-Cola to promote its services and
products at market place
Interpretation: According to 10 respondents that media is facilitating institutions who suggest
the correct message within operative constraints of the space. They said that magazines have
14

been used at global level to advertise the Coca- cola. Choice of the magazines to be advertise
brand have been mainly undertaken on the basis of readability through target customer segment
of an organisation. Advertisement of Coca- cola occupy whole magazines page to enhance
positive impact of marketing initiatives. On the basis of 10 respondents that internet is one of the
main type of media Coca-Cola to promote its services and products at market place. Brand online
advertisement is mainly undertaken by an extensive use of the pop-up ads, banners use and also
different online advertisements in many websites in globe. There are 10 remaining respondents
which are agree with the newspapers media advertising. It is the company that has begun the
media advertisement in earlier stages and now this organisation has been engaged in the media
advertising for more than the 100 years.
THEME 4: An individual aware about the present strategies used by Coca cola
Interpretation: It has been examined that chosen respondents are aware regarding present
strategies of the Coca –cola company. According to the 20 respondents that market segmentation
is one of the main strategy that Coca – cola company used. It used this strategy to segment
market on the basis of emerging markets, developed markets and developing markets. Its main
focus on enhancing sales volume than profit level. On the basis of opinion of 5 respondents that
brand establishment and the customer relationship. The brand establishment becomes necessary
while expanding portfolio of company. Customers tend to trust branded goods and spend
additional penny upon this selecting unheard goods. There are 5 remaining participants and they
said that Coca – cola firm focus on the core competencies and also business models. Coca – cola
Has been developed business model with the portfolio consisting more than 500 brands ranging
from sparking the beverages to the value added dairy goods.
THEME 5: There are existing marketing communication strategies effective in enhancing
profitability of Coca cola business
Interpretation: There has been interpretation about the existing marketing communication
strategies effective in enhancing profitability of Coca cola business. On the basis of 24
respondents that existing marketing communication strategies are beneficial in increasing the
Coca cola business profitability. The main objective of Coca cola is to creating company
awareness and about its products also. It is necessary to encouraging liking for products of firm
over the competitors. There are 6 remaining respondents and according to them, company should
15

bring the new marketing communication strategies for business to attract the customers and also
enhance the profit level of business.
THEME 6: This is important for Coca cola for implement digital marketing strategies
Interpretation: On the basis of 10 respondents that it is necessary for the Coca- cola company to
implement digital marketing strategies. Benefit of the digital marketing is that target audience
can have reached in measurable and cost effective manner. Basically, this consists enhancing the
brand loyalty and also driving the online sales at marketplace. There are 12 respondents and
according to them, Coca- cola company can use the digital marketing strategies to have the more
revenue growth expectancy. High conversion rates can give the beneficiary aspects for business.
There are 8 remaining respondents and according to them, implementing the digital marketing
strategies help company to earn the trust of people and develop brand reputation. This is
necessary to align the brand objectives with customer interest. Digital marketing can assist to
develop trust factor in to consumers in convincing manner.
THEME 7: Effective digital marketing strategy used by the Coca cola company
Interpretation: The digital marketing strategies are effective and beneficial for the company to
enhance the customer base as well as brand reputation. On the basis of 12 respondents that
Search engine optimization (SEO) is one of effective digital marketing initiatives. Its main aim is
to direct the traffic to website from members of target audience. There are 10 respondents which
said that influence involvement is digital marketing strategy. Coca- cola has tactic of engaging
the famous people such as Ryan Seacrest. During world cup, campaign and used the people like
him in order to get the people upload pictures to huge project. According to the 8 respondents
that social media marketing is one of the beneficial strategy as its focus on developing the brand
awareness and enhance conversions. Social media marketing campaign can be feature one or
many social media platforms based on target audience. Its main goal is to enhance brand
awareness and maintain company reputation.
THEME 8: Multiple benefits of marketing communication strategies to Coca-Cola
organisation
Interpretation: There are many advantages of the marketing communication strategies
company. According to opinion of 11 respondents that marketing communication strategies help
in create the brand awareness of company at workplace. On the basis of 9 respondents that
effective marketing communication strategies are helpful in develop strategic vision regarding
16

leveraging on different marketing opportunities. It helps the company to come up with
innovative methods in order to promote offering to consumers. There are 10 remaining
respondents and according to them, good marketing communication helps in attract the talent.
Marketing strategy and the innovative marketing communication not only attract new set of
consumers but also attract talent for an organisation. It is welling to associated with firm as
vendors, agencies, staff members and some of the other business associated which aids an
organisation to develop strength. This is helpful for company to attain the objectives
successfully.
THEME 9: Coca- Cola is using marketing communication in between different parts of the
company
Interpretation: According to opinion of 25 respondents that coca- cola company conduct its
business in the different part of company. It developed the different marketing communication
strategy that help in attract the different culture people and also deal with the international client.
There are 5 remaining respondents which are not agree and according to them the main focus of
Coca- cola company is to satisfy the needs and demands of customers by providing the high
quality services. From the effective marketing communication, company can able to determine
the needs and demands of people from different parts and provide them goods as per their
requirement.
THEME 10: There are various marketing communication strategies used by the Coca- cola
company for enhancing customer base
Interpretation: The marketing communication uses the various marketing tools and channels to
interact with the clients. The focus on the marketing communication channels on any way
business communicated message to desired market. There are 21 respondents that Coca- cola
mainly relies on the media to conduct integrated marketing communication strategy. Integrated
components used through this company employed mass media methodology that consists
television advertising, banner ads and print media. On the basis of 9 respondents that Coca- cola
company use marketing mix of the advertising, web based interactive, social media marketing
and the direct marketing. These all are the effective marketing communication strategies which
help in communicate with the customers and attract them towards the company. This aids in
enhancing the customer base in competitive market.
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THEME 11: There are different Marketing communication strategies affect the overall
competition that the company faces
Interpretation: On the basis of 22 respondents that social media is one of the effective
marketing strategy that impact on competition level that firm faces at marketplace. In this present
time, there are large number of people connected to different social media tools such as
Facebook, Instagram, Twitter and others. There are 8 remaining respondents which said that
direct marketing is the most effective marketing communication strategies which impact on
overall competition that firm mainly faces.
THEME 12: Integrated Marketing Communication Strategy of an organisation
Interpretation: Integrated Marketing Communication is concept under which an organisation
integrates as well as coordinated several channel of communication to provide consistent
message. Main role of the integrated marketing communication is to enhance brand awareness
and also reach at large audience. According to viewpoint of 12 respondents that integrated
marketing strategy is helpful in improve the results. With traditional marketing, it is necessary to
find the business setting up various campaigns for the separate marketing streams. There are 8
respondents and they said that integrated marketing communication strategy is cost effective. To
run business successfully, it is necessary for Coca- cola company to minimize the unnecessary
cost. There are 10 remaining respondents which agree with the enhanced morale. This company
is great when comes to developing trust in business and enhancing revenue.
THEME 13: Marketing strategies of Coca- cola related to different seasons
Interpretation: The marketing strategies of Coca- cola company are different to seasons.
According to the 15 respondents that at Christmas, the Christmas Truck are main example of
messaging aligning and brand purpose. It encourages the customers to share the happiness that
enacts similar principle on the tour that embodied through festive Santa that adorns modern
sleighs. There are 15 respondents which said that Coca- cola ran social media campaign that
developed lot of buzz on Twitter and FB. Its main aim is to give idea that is being Coca cola for
the Halloween would Scary.
THEME 14: Various challenges and problems that Coca Cola is facing from its
competitors
Interpretation: The health trends mainly represent main challenge to global beverage market.
There are different challenges faced by the Coca cola company from its rivals. According to 10
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respondents which said that company face the issues about the bottle challenge. Firm is
experiencing issue of the uniformity in bottles with hundreds of the bottles which selling Coca-
cola around country. It leads to know the uniformity on how products a look alike. There are 20
remaining respondents and according to them, Coca- cola is rich in the sugar mainly sucrose that
causes the dental caries when consumed it at regular basis. It contributes the high obesity level.
THEME 15: Different strategies Coca- Cola can be used to deal with the arisen issues or
challenges
Interpretation: It is necessary for Coca- cola company to provide the effective strategies to
overcome from issues that Coca- cola is facing. According to opinion of 15 respondents that
Coca- cola company should be committed towards the taking the commitment as well as
initiative to contribute towards the healthy life style. There are 15 remaining respondents and as
per their opinion that it is necessary for company to identify the wants and needs of each
generation. Young people demand 3energy drink as well as soft drink and the aging people focus
on healthy foods and beverages which avoid the problematic ingredients such as sodium and
sugar.
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DISCUSSION
The discussion section is based on the literature review in which information has been
collected by using the secondary sources. Different sources consist articles, internet sources,
journals and some of the other sources. There has been analyse the literature review and stated
the outcomes. It provides the findings which stated the link among research objectives and the
interview questions. Discussion provides the overall effectiveness of the research study and
getting the positive results and outcomes significantly.
Different marketing communication strategies adopted by Coca Cola
From the mention information in literature review, it has been analysed that this research
objective is linked with the interview questions in which various marketing communication
strategies has been defined in detailed manner. Marketing communication strategy is related to
drive the sales in to firm and generate high level of profit. Marketing communications is
fundamental in that objective because it gets the attention of customers and reach to them. Coca
cola has using both of them since long time where they have the modified strategies on regular
basis. It promotes goods and services by using different channels such as newspapers, television,
internet, social media and others. Marketing communication has just illustrated company
objective but enhance brand awareness on issues. Coca- cola requires to enhance sales to those in
15-24 age group. These are future customers and will identify market share of the firm. Other
than this, considering the targeting youth, women should be targeted equally in context to
enhance consumption rate to achieve consumption rate. It relies on the media for conduct the
integrated marketing communication strategy.
Impact of these communication strategies on the competitors of the company
It has been analysed that marketing communication strategies are helpful in
understanding the consumer behaviour as well as aggressive communication of message of an
organisation in order to bring regarding sales success. The marketing communication acquires
the new consumers for the brands through developing the awareness and also encouraging the
trial. The marketing communication mainly maintains present customer base through reinforcing
buying behaviour through giving extra information regarding brand advantages. It has been
examined that whole system by which firm mainly operates. The delivery and bottling system
has helped in developing the competitive positioning where an organisation can target as well as
satisfy consumers in different countries. Other than this, in industry, competition is high where
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Pepsi Co is one of the identified competitors by consisting the different strategies. Company can
able to maintain leadership because of effective tactics and strategies which helped in creation as
well as satisfy the needs to large number of consumers to enhancing sales and productivity level.
Challenges that Coca Cola is facing from its competitors in the industry
This present literature review that Coca- cola company facing the many problems or
challenges in industry. It has been analysed that the firm faced the issues of being associated
with medicinal purposes when this was launched where explanation of drink did not able to
attract the customers. An organisation changes its description to refreshing drink in order to
attracting the large number of customers at market place. Continuous involvement of an
organisation in some controversies in various parts has impacted reputation of an organisation at
global level. The main focus on this brand is on improving satisfaction level of consumers and
helped an organisation to work at the global level. The findings stated that presence of an
organisation has been impact because of marketing strategies as well as rivals of brand in context
to gain the competitive benefits at marketplace. Other than this, with the government across
media and globe publicizing the obesity concern, the sugar content in the soft drinks has been
gone under enhanced scrutiny. Coca cola company has developed already zero or low calories
drinks which are at the top ranked brands in respective categories. This will be interesting to see
performance report for the Coca- cola life.
Proper strategies and recommendations based on the challenges identified for the company
From the information mention in literature review, this has been examined that company
should develop the different strategies to overcome from the arisen challenges. It is necessary for
the Coca- cola company to focus on maintaining the communication with the customers. This
will help in determine the requirements and focus on increasing the profit level. Coca cola
company should take the required actions on reduction of the sugar as customers are adopting the
healthy lifestyle as well as innovations in the packing materials through minimizing plastic use.
There has been examined that Coca- cola company should focus on addressing missing growth
and also develop the long term value in years to come that will have based about to marketing
challenges. Addressing the marketing challenges are helpful in enhance the sales volume and
profitability of an organisation. This company should lean into goodwill of brand relying on
emotional connection with the customers to act as competitive moat while purchasing time until
next big things.
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CONCLUSION
It has been concluded from above mention report marketing communication strategy is one
of the better way to connect with the people and communicate with them to examine their needs
and demands in an effective manner. It is effectively used by the business to send right
marketing message to right consumer by using right medium at right time. This is helpful in
attaining the high sales volume and enhance profitability level. The aim of current research
report is to evaluate the marketing communication strategies and the impact that they have on the
competitors in the market. It has been examined that main focus of Coca- cola company is to
determine needs and demands of customers of each generation and satisfy them to attract them
and also enhance the business sales. For doing the literature review part, there has been
secondary sources used for an instance books, journals, articles, internet sources and others. The
main focus of literature review is to attaining the research objectives in detailed manner. There
has been discussed about the different marketing communication strategies adopted by Coca
Cola for an instance social media tools, newspapers and the different sources. There has been
examined the impact of communication strategies on company competitors. The different
challenges that Coca Cola is facing from its competitors in the industry. The challenges develop
negative impact on the sales as well as profitability of business effectively. Research
methodology plays a necessary role in conducting an investigation to determine, chose and
analyse the information regarding topic. It evaluates the reliability as well as validity of
information. There has been quantitative research method used as it provides the facts and
figures regarding the particular subject area. Deductive research approach has been used because
it analyses the opinions and viewpoints of the different authors regarding the specific subject
area. The exploratory has been considered in conducting the present investigation because an
investigator begins with general idea and use this investigation as medium to determine issues
which can be focus for conducting future investigation. For collection of the information, there
has been primary and secondary both methods used. The interview has been conducted to the
employees of an organisation because they have the appropriate understanding about the
business operations in an effective manner. For the purpose of analyse interview, there has been
thematic analysis used. The finding stated that company should focus on make improvement in
its marketing communication strategy. Company is using the different communication strategies
of marketing in order to interact with the customers in order to maximise the sales.
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LIMITATIONS
Marketing communication strategies not all time provides effective return to the Coca
Cola. These strategies have different limitations and disadvantages as well. For example; while
implementing these all marketing communication strategies in daily operations, there are upper
management of this company will require to put its huge efforts. Implementing and managing all
strategies is very time-consuming activity for the company. There are finance department of this
company have to invest huge fund also for getting favourable return to different marketing
communication strategies. On the other side, every company has required lots of human
resources in operations of these strategies, so Coca Cola is a large company, so this have to use
many of people to successfully implement various strategies at the wide scale (Devi, 2017). In
this situation, this will become very tough task to upper management for maintaining an effective
relationship between all employees which can come from different background.
RECOMMEDATIONS
 Market communication strategy should help in knowing the audience in the better way. It
helps in understanding the customer in a proper manner. Coca-Cola Company do the
proper communication with its customers and to know the actual demands and the
expectation of the people.
 It helps in sharpening the Brand look as the customers are easily get attracted with the
brand. Coca-Cola company raise the brand awareness as people prefer the product
according the brand and the Coca-Cola have the good brand image in the market which
help in reaching the target customer in an easy way.
 It helps in gaining the customer attraction in the market which helps in gaining the sales
and helps in building the good brand image in the mind of the customers and also help in
generating the revenue which will be benefited in the future. Coca-Cola has the good
Brand image in the mind of the customers so it should always maintain its quality in
proper manner.
 The company should do the social media advertising which help in gaining the more
attraction as now a day’s people prefer social media they get the information easily on the
sites as the advertisement helps in reaching the target customer easily in an proper ways
by rendering the required services in market. Coca-Cola company should advertise on the
social media about the product to make it more attractive and people will know about it.
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 The offers and the discounts provided by the Coca-Cola company should do the proper
advertisement or sending the mails to the customer so that they get attracted because of
the prices and help in building the good brand image and people get easily attracted if the
prices are low in comparison to the competitor’s price.
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