Analyzing Social Media Campaign's Impact on Coca Cola UK Brand Image

This report investigates the role of social media campaigns on the brand image of Coca Cola UK, examining the beverage industry's use of social media and Coca Cola's specific practices in the UK market. The study employs both primary data from customer surveys and secondary data to assess the impact of these campaigns. Findings indicate a direct correlation between social media engagement and brand image, enabling Coca Cola to understand and target its market effectively. The report concludes with recommendations for Coca Cola to enhance its social media strategies, including timely information updates and continuous customer feedback to improve product offerings and maintain a strong brand presence. Desklib provides this report as a resource, among many others, to support students in their academic endeavors.

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
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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
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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
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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
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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
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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
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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.
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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
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