Comprehensive Report: Digital Marketing Strategies of Coca-Cola

This report delves into Coca-Cola's digital marketing strategies, providing a comprehensive overview of the company's approach. It begins with an introduction to marketing principles, including the marketing mix (price, place, product, and promotion) and communication mix. The report then explores Coca-Cola's application of digital marketing, emphasizing the use of social media marketing platforms like Facebook. It highlights the advantages of digital media marketing, such as quick information dissemination, global reach, and cost-effectiveness. The report also examines various types of social media content, including podcasts and videos, and their effectiveness in attracting target audiences. Furthermore, it discusses digital marketing models like the RACE planning framework, the 4Cs for marketing communication, and the technology acceptance model, providing insights into how these models facilitate digital marketing operations. The report concludes by emphasizing the importance of digital marketing in selling products and the benefits it offers to companies like Coca-Cola.

Digital marketing

Table of Contents
INTRODUCTION................................................................................................1
MAIN BODY......................................................................................................1
Marketing mix of Coca-cola......................................................................1
Communication mix in marketing and its fitting in Coca cola .................2
Explanation of Digital marketing..............................................................3
Explanation of social media marketing....................................................4
Advantages of digital media marketing and social media marketing.......5
Social media content................................................................................6
Two Examples of social media content with explanation........................7
Digital marketing models and their explanation......................................9
CONCLUSION....................................................................................................9
REFERENCES..................................................................................................11
Books and Journals.................................................................................11

INTRODUCTION
Marketing is a technique of promoting a product in the market of a
company to increase sales. Marketing uses tools and techniques to do the
best promotion of company's product. It is considered as one of the most
famous art which enables a company to sell its product in the market as well
as provides information to the customer about company's product. Marketing
majorly includes advertisement and selling of a final product of company.
Main purpose of advertising is to help a customer in identifying right product
among available products (Critchlow, and et. al., 2019). Advertising also
includes providing right information of product to customer. Art of selling
includes ways which are used by organisation for selling its products. In this
report we are taking example of Coca-cola to briefly understand marketing
and its elements.
MAIN BODY
Marketing mix of Coca-cola
Marketing mix includes essentials which are required in reaching out to
a customer for the company. Marketing mix includes 4Ps which play an
essential role in reaching out to customer. 4Ps along with explanation are
mentioned below
1
Illustration 1: Coca-cola marketing logo

 Price- Marketing mix includes price as a major element which helps in
evaluating value of a product. Value of a commodity is necessary to
be determined before selling it (Dahiya, 2018). Price is finally
allocated to a product after adding profit to the cost of production
along with its distribution expenses. It is essential to keep an eye on
pricing of a product as customers in market are attracted to low
prices.
 Place- It is the location chosen for selling a product in market. In
marketing mix it is important to select for selling product. Coca-cola
access demographic factors of a country and then chooses right
location in market.
 Product- It focuses on enhancing quality of a product or designing a
product on the basis of current needs of customers in market. Coca-
cola mainly produces soft drinks in market so it tries to develop its soft
drinks according to taste of customers (The Ultimate Guide to Digital
Marketing, 2021.) Product includes final output produced by a
company in order to sell it in market.
 Promotion- Promotion includes techniques which are associated with
promoting a product in market. It means promotion can be done in
market in order to attract more and more customers. Advertisement is
main part of promotion which includes visual and written methods to
attract more customers. Coca-cola advertises for its products in an
effective manner in order to promote its products and services
worldwide (Domazet, 2019).
Communication mix in marketing and its fitting in Coca cola
Communication mix in marketing contains tools which are essential in
reaching out to a customer. It includes different channels which are related
to marketing of a product (The Who, What, Why, & How of Digital Marketing,
2021.). In other words in communication mix there are defined ways which
are essential for an entity to distribute or sell its products. It is necessary to
2

interlink all channels with each other in order to create an effective
marketing strategy (Dwivedi, and et. al., 2020). These channels include
 Advertising
 Personal selling
 Sales promotion
 Public relations
 Direct marketing/Internet marketing
 Packaging
Explanation of Digital marketing
Digital marketing includes promotion of a product in market using
Internet,telecommunication and satellites. In order to reach out
customers quickly in this modern technology world a company has to take
help from digital platforms. Digital marketing involves advertisement using
world wide web and satellites for television advertisement. Coca-cola has
adopted digital marketing since years in its operations. Digital marketing
practice is widely used by the company in order to take a competitive
advantage in long run (Kannan, 2017).
3
Illustration 2: Communication mix of coca cola in UK,2009

Explanation of social media marketing
Social media marketing is widely practised technique of making
customer aware about products and services mainly through advertising
using internet. Social Media is used as a major platform for advertising by
many companies. Today many people across the globe use social media
websites like Facebook,Instagram and twitter. It has now become easy
to publish an advertisement on social media about a product with low level
of charges. Coca-cola is using social media marketing since years in order to
reach out to its target audience quickly (Key, 2017). Coca-cola majorly uses
4
Illustration 3: Social media marketing of Coca-cola Company,2016

Facebook as a social media platform in order to perform digital marketing of
its products. Coca cola also focuses on starting a social media campaign
annually which helps it to know the assessment of its social media
advertisement.
Advantages of digital media marketing and social media marketing
 Quick presentation of information-Digital marketing is fast
medium of transferring information from one source to other so it is
good for a user to effectively present advertisement of a product in a
short span of time.
 Global reach- Digital marketing uses world wide web to do
advertisement of a product so it is beneficial in reaching out to
customers who are present all across the globe. Every company wants
to reach maximum customers so that it can expand its business.
Digital media marketing helps in attracting more and more customers
in the business in a limited time.
 Lower cost- Cost of marketing channels involved in digital marketing
are very low. It is lower than traditional marketing methods which
means that marketers in today's world give preference to digital
marketing (Melović, and et. al., 2020). Cost minimisation is goal of
every business which benefits the business in increasing the profit.
Standard cost is incurred in digital marketing which helps a business to
bring out more output from its cost.
 Sustainable way of marketing – Digital media marketing uses less
paperwork so as a result it is beneficial in long run. It also makes
optimum utilisation of resources which provides sustainable
development to a business.
 Personalisation- Different type of users are available in market so in
digital media advertising users are provided with advertisements
related to their personal interests. As soon as an user opens a website
5

it shows advertisement of a product which is related with the choice of
that particular user.
 Reputation building- Digital and social media advertising helps in
building reputation as well as it helps in building openness to a
customer. It helps in creating goodwill in market which helps a
business in getting rapid growth and market value.
 Customer engagement- Digital and social media marketing helps in
creating involvement of the customers with the products of a company
as it also demands customisation of a particular product on the basis of
choice of the customers (Nikunen, and et. al., 2017). In other words
digital and social media marketing demands feedback from customers
through internet which makes easy for customers to modify their
products.
 Less time consuming- Traditional marketing methods require more
time in their implementation. Involvement of internet makes it faster to
perform marketing operations.
 Less paperwork- Use of internet requires less paperwork as in digital
marketing use of digital media helps in avoiding paperwork. It becomes
easy for an organisation to store data related to promotion of its
product. Transferring of information also becomes easy in digital
marketing as one can transfer information easily across the globe.
Social media content
Social media content is defined as a format in which a organisation can
present its advertisement on social media. There are several options
available to the company which can be chosen by marketing team in order to
advertise for its products (Pandey, 2020). Companies select a type of social
media content and develops it according to needs of customer. There are
several ways which are suitable for social media advertisement but it also
depends on a company to choose a media content mainly on two basis
6

 Type of target audience for the product- Different companies in
market manufactures different types of products. Company first
identifies target audience and then tries to reach out maximum target
audience. To reach out maximum target audience company selects an
appropriate social media content.
 Type of product company is selling- Determination of a social
media content also depends upon type of product a company is selling.
Selection of a social media content depends upon nature of the
product.
Two Examples of social media content with explanation
Podcasts- A Podcast is also known as digital radio which is used to
transfer information related to a product over an audio. Audio is used to
broadcast information over social media to attract more customers. These
are used by major companies nowadays to gain competitive advantage.
Podcasts include a static image and a brief audio which has to be transferred
to the customer and it is later uploaded as video (Spiller, 2019). Businesses
largely use this technique to deliver information about their product.
Podcasts are effective content in social media marketing as
 Podcasts provides information through an audio which helps in creating
interest of customer.
 Podcasts are generally short and simple which helps customer to
understand about product of a company.
 Podcasts are easy to develop which helps in quick advertising. They
provide quick flow of an information digitally.
7

Videos- Videos includes visual information about a product of a
business. Videos are prepared by professionals that contains whole
information about a particular product. Videos which are used in digital
marketing are generally short so that it supplies precise and genuine
information to a customer. Videos are considered as good content in social
media marketing as
 Videos contain concise information about a particular product which
includes interpretation of visuals in a friendly manner to the customer.
 Videos attract more target audience to a particular product as it
contains visuals along with audio information.
 Videos as a social media content gain attention of customers as they
attract customers by broadcasting trending advertisements.
 Most of the internet users also like videos as medium of advertising.
8
Illustration 4: Coca cola podcast,2017

Digital marketing models and their explanation
Digital marketing models helps in facilitating a business to conduct its digital
marketing operations. It helps in formulation of strategies which are
important in a business to carry out digital marketing functions
Three major models of digital marketing with explanation
 RACE planning framework- RACE Stands for Reach,Act,Convert and
engage. This framework focuses on increasing commercial sales
returns for a business by using digital marketing (What is digital
marketing?, 2021.). It includes creating a strategy in an organisation
with defined objectives in order to achieve desired results. It deals with
purchasing stage of customers related to a business.
 4Cs for marketing communication- 4Cs stands for
Clarity,Credibility,Consistency and competitiveness. This model is
widely used in digital marketing for effective communication. It is
necessary in marketing of a product to establish a proper
communication in order to effectively promote a product. It defines
necessary elements related to values and ethics for marketing
communication channels.
 Technology acceptance model- This model in Business marketing
takes help from computer information systems in order to achieve
desired marketing goals. Technology acceptance model is majorly a
test tool which helps a business to make large investments as a result
it helps in risk minimisation.
CONCLUSION
From the above stated report we can conclude that digital marketing plays
an important role in selling products for a company. Digital marketing has
developed a lot in recent times so many businesses are planning to
implement it for benefits. Digital marketing is a unique tool which is adopted
by many organisations in order to gain competitive advantage. Digital
9

marketing also include social media marketing which is effective in making
an advertisement easy to reach out its customer globally. Digital marketing
also takes help from various models which are beneficial in providing quick
solutions to digital marketing problems. Digital marketing also involves
formulation of strategies which are relevant in this modern world to conduct
business operations. Scope of digital marketing is increasing day by day
which helps in smooth functioning of an organisation.
10

REFERENCES
Books and Journals
Critchlow.N. and et. al. 2019. Digital Feast: Navigating a digital marketing
mix, and the impact on children and young people’s dietary attitudes
and behaviours.
Dahiya, R. and Gayatri, 2018. A research paper on digital marketing
communication and consumer buying decision process: an empirical
study in the Indian passenger car market.Journal of Global
Marketing,31(2),.pp.73-95.
Domazet, I.S. and Neogradi, S., 2019. Digital Marketing and Service Industry:
Digital Marketing in the Banking Industry. In Managing Diversity,
Innovation, and Infrastructure in Digital Business(pp. 20-40). IGI
Global.
Dwivedi.Y.K. and et. al. 2020. Editorial introduction: Advances in theory and
practice of digital marketing.
Kannan, P.K., 2017. Digital marketing: A framework, review and research
agenda.International Journal of Research in Marketing,34(1).pp.22-45.
Key, T.M., 2017. Domains of digital marketing channels in the sharing
economy.Journal of Marketing Channels,24(1-2).pp.27-38.
Melović.B. and et. al. 2020. The impact of digital transformation and digital
marketing on the brand promotion, positioning and electronic
business in Montenegro.Technology in Society,63.p.101425.
Nikunen.T. and et. al. 2017. Micro-Enterprise's Digital Marketing Tools for
Building Customer Relationships.Management (18544223),12(2).
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B
organizations: structured literature review and future research
directions.Journal of Business & Industrial Marketing.
Spiller, L. and Tuten, T., 2019. Assessing the pedagogical value of branded
digital marketing certification programs.Journal of Marketing
Education,41(2).pp.77-90.
Online
The Ultimate Guide to Digital Marketing, 2021. [Online]. Available through:
<https://www.digitalmarketer.com/digital-marketing/>.
The Who, What, Why, & How of Digital Marketing, 2021. [Online]. Available
through: <https://blog.hubspot.com/marketing/what-is-digital-
marketing>.
What is digital marketing?, 2021. [Online]. Available through:
<https://www.marketo.com/digital-marketing/>.
11

Coca-Cola ‘confident increased investment in marketing is working’.2021.
[Online]. Available through:<https://www.marketingweek.com/coca-
cola-confident-increased-investment-in-marketing-is-working/>
Marketing mix of Coca Cola – Coca cola marketing mix. 2020. [Online].
Available through:<https://www.marketing91.com/marketing-mix-
coca-cola/>
Social media marketing of Coca-cola Company. 2016. [Online]. Available
through:< https://www.thedrum.com/digital-transformation-festival>
Coca cola podcast. 2017. [Online]. Available
through:<https://www.ft.com/content/bb80c39a-1313-11e8-8cb6-
b9ccc4c4dbbb>
12