Digital Marketing & Communication Strategy: Starbucks vs Coca-Cola

This report examines the digital marketing strategies employed by Starbucks and Coca-Cola, focusing on their communication strategies and promotional mix. It reviews specific digital marketing examples, such as Starbucks' #RedCupArt campaign and Coca-Cola's "Happiness Machines," highlighting how these initiatives aim to engage and attract customers. The report further analyzes the marketing mix elements for both companies, including product and pricing strategies, and compares their effectiveness in terms of brand awareness, follower engagement, and social media interaction. The conclusion emphasizes the necessity of adopting digital marketing approaches to meet evolving customer needs and preferences, noting the various digital platforms available for companies to leverage. The report utilizes references from academic journals to support its analysis of digital marketing and communication strategies.

Use Of Digital Marketing In A Specific
Communications Strategy
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Contents-As2
1. Introduction
2. Review the digital marketing examples .
3. Communications strategy for the respective organisations
a. Example 1
b. Example 2
c. promotional and marketing mix
4. Effectiveness and rank
5. Conclusions
6. References

INTRODUCTION
• Digital Marketing is a form of marketing that
is done with the help of internet.
• It is important to note that world is turning to
digitalization.
• So, it is necessary for the business
organisation to work with updated tools.

WHAT IS DIGITAL MARKETING
STRATEGY?
• Digital marketing referees to advertisements that are delivered
through digital platforms.
• It is seen that various tools such as websites, search engines,
social media, email, and mobile apps are used in order to
attract customers.
• It is important for every company to enhance the sales and
marketing facilitates a company to do so. The business
organisation must use latest technology is order to gain
competitive advantage.

DIGITAL COMMUNICATION
STRATEGY
• Communication is important for every company. It is seen
that the target of every organisation is to communicate
with all the customers.
• There are various customers and they have their own
preferences and wants. By communicating with the a
company is able to know about their needs and wants.
• Then, they are able to provide best to the customers.

REVIEW THE DIGITAL MARKETING EXAMPLES .
Brand 1--------Starbucks
Brand 2- -------Coca Cola

EXAMPLE 1
• Starbucks
• The campaign launched by them was
#RedCupArt campaign. The target was to reach
more and more customers and to engage more
customers.
• They made efforts to humanize the company. They
shared various stories of their employees and
promoted the brand.

EXAMPLE 2
• Coca Cola
• Coca Cola is a multinational beverage company that
manufactures non-alcoholic drinks.
• The campaign launched by them was “Happiness
Machines”. They made customers to interact with the
machines in not a formal way.
• It helped them to rise awareness about their drinks and to
serve more customers.

PROMOTIONAL AND MARKETING MIX
• Starbucks
• It is important for all the business organisations to form
effective marketing strategy. Combination of right
marketing mix will help the company to achieve
success. The marketing mix in relation to Starbucks is
discussed below:
• Product: The customers recognise the company
because of its products. It is seen that Starbucks provide
quality products to its customers. It is the reason they
have strong image in the market.

PROMOTIONAL AND MARKETING MIX
• Coca cola
• Product: The company has diversified product
portfolio. It helps them to serve the needs and wants of
most of the customers and reach them in an effective
manner.
• Price: They provide competitive pricing. They have
direct competitors and that is the reason the work on
competitive pricing strategy.

RANK THE EXAMPLES
Elements Coca-Cola Starbucks
Awareness They have high brand awareness They keep on engaging the customers
Followers 2.5 million on Instagram 2.9 million followers on twitter
Like/Interest 1.6 likes 1.7K likes
Shares 6608 shares 5000 shares

CONCLUSION
• From the above it is analysed that digital marketing is necessary activity. There is need to switch
towards digital modes in order to serve the customers needs and wants.
• It is seen that there are various platforms of digital marketing that can be chosen by a company. The
discussion related to digital marketing strategy and communication strategy is in this presentation.
• Along with that there are examples of campaigns launched by different organisations that help to attract
customers.