Coca-Cola: A Study on Social Media Marketing and Brand Image

This report investigates the impact of social media marketing on Coca-Cola's brand image. It begins with an overview of social media's importance for businesses and introduces Coca-Cola as a case study. The report's aim is to identify Coca-Cola's social media marketing strategies, assess its brand image compared to competitors, evaluate the impact of these strategies, and provide recommendations. The methodology includes a literature review, qualitative research, and data analysis through surveys and statistical methods, with a descriptive research design. Findings reveal insights into customer behavior, brand awareness, and the effectiveness of social media in enhancing brand image. The analysis covers various social media platforms, customer engagement, and the role of customer care. The report concludes with recommendations for improving social media marketing strategies and enhancing Coca-Cola's brand image in the competitive market. The study also includes a reflective statement, references, and an appendix with the survey questionnaire.

The impact of social media
marketing on brand image of
organisation- A study on Coca-cola

ACKNOWLEDGMENT
I would like to thank to my mentor who provided me direction in completing the
research. I would also like to convey my thanks to colleagues and other team members who have
coordinated with me while collecting data and analysing the same on the basis of the research
aim and objectives.

ABSTRACT
Social media marketing is an essential for the organisation as through this companies will
be able to enhance their brand image in the market. On the basis of this, they will be able to
attract number of customers towards their services. All people will be able to know about the
features and benefits of products. The communication gap between the service users and
organisation can be reduced in an efficient manner. Due to this, brand awareness, brand
recognition can be increased in the market. The current report is based on Coca-cola which
perform their operations in beverage industry. They are offering their services to the number of
people so that they will be fulfil their needs and demands in an efficient manner.
The main aim of this project report is to identify the impact of social media marketing
strategies on the brand image of the company. The report is based on some of the practices and
approaches that has to be followed by an enterprise at their workplace so that their overall
performance can be improved. The research approach that is used in this research is qualitative
and interpretivism. By conducting the primary research, the firm will be able to know about the
needs and demands of their service users. It has been concluded that social media marketing can
enhance the performance of the firm.
In research methodology different approach, design and philosophy is used. Through this
the it will represent that on which research topic is based. It helps to researcher in order to collect
the information from various sources so that impact of social marketing on Coca-cola company
can be analysed. The present research is based on an issue that how social media can affect the
brand image of company. So, in this manner a survey is conducted at the marketplace so that it
can be evaluated that how social media can improve image of the firm. Through the findings in
research report it has been clear that there are 40% customer using social media from leas then 1
month and 15% people from 1 to 6 months. 60% people buy online products and services in
order to save their time. Also it has analysed the approx. 75% buyers are connected with
customer care centre on Coca-Cola. It can also be interpreted that there are many respondents
who are highly agreed that social media can help the firm in achieving the success.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................6
1.1 Overview..........................................................................................................................6
1.2 Aims and objectives.........................................................................................................7
1.3 Research questions...........................................................................................................7
1.4 Rationale of study.............................................................................................................8
1.5 Framework analysis..........................................................................................................8
1.6 Potential significance......................................................................................................10
1.7 Structure of dissertation..................................................................................................10
CHAPTER 2: LITERATURE REVIEW.......................................................................................12
2.1 Introduction....................................................................................................................12
2.2 Significance of marketing strategies in the organisation................................................12
2.3 Concept of social media marketing................................................................................13
2.4 Social media marketing strategies..................................................................................14
2.5 Impact of social media marketing on the performance of company..............................15
2.6 The effectiveness of brand image...................................................................................17
2.7 Social media marketing in Coca-cola.............................................................................19
2.8 Conclusion......................................................................................................................20
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................22
3.1 Introduction....................................................................................................................22
3.2 Research design..............................................................................................................22
3.3 Research approach..........................................................................................................23
3.4 Research philosophy.......................................................................................................24
3.5 Data collection methods.................................................................................................24
3.6 Sampling techniques.......................................................................................................25
3.7 Data analysis...................................................................................................................26
3.8 Ethical consideration......................................................................................................27
3.9 Validity and reliability....................................................................................................27
3.10 Research limitations.....................................................................................................27
CHAPTER 4: DATA ANALYSIS................................................................................................28
4.1 Introduction....................................................................................................................28

4.2 Analysis..........................................................................................................................28
Objective 1: To identify the social media marketing strategies that are adopted by Coca-cola.
..............................................................................................................................................29
Objective 2: To examine the brand image of Coca-cola in the market as compare to other
competitors...........................................................................................................................32
Objective 3: To evaluate the impact of social media marketing strategies on the brand image
of organisation......................................................................................................................35
Objective 4: To provide recommendations to the organisation so that they can improve their
brand image and social media marketing strategies.............................................................38
4.3 Statistical analysis on the basis of regression.................................................................43
4.4 Discussion.......................................................................................................................45
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................46
Conclusion............................................................................................................................46
Recommendations................................................................................................................48
REFLECTIVE STATEMENT.......................................................................................................51
REFERENCES..............................................................................................................................52
APPENDICES...............................................................................................................................56
Questionnaire........................................................................................................................56

CHAPTER 1: INTRODUCTION
1.1 Overview
In today's era, every business organization perform their operations in the market so that
they can fulfil the needs and demands of society. They are using some of the tools and
techniques in order to enhance their brand image (Bian and Moutinho, 2011). If brand image of
an organization is get improved, then they will be able to attract number of customers towards
their services. Social media is an approach that is used by an enterprise in order to improve their
image in the society. By adopting some of the social media marketing strategies, firm will be
able to communicate with their customers in an efficient manner. Along with this, all service
users will be able to know about the features and benefits of the products. So, this will become
easy for the people as through this they can make their decisions while purchasing the services.
Social media play a crucial role in the overall performance of an enterprise as through
this they can improve their brand recognition in the market. This is an effective channel as
through this two-way communication can be established in between the service users and
business organisation (Chien, Cornwell and Pappu, 2011). There are some social media tools
such as Facebook, YouTube, LinkedIn, Instagram and so on. Companies can show their brand
value to the other by adopting these tools and techniques.
The current research is focuses on the impact of social media marketing on overall brand
image of the organisations. Coca-cola perform their operations in domestic as well as
international market so their overall brand image is good. The company deals in the soft drink
and they offer their services in many areas so they gain attention of their customers towards their
services. Company uses social media marketing strategies in order to increase their brand
awareness in the market. Some of the tools that are used by an enterprise are like twitter,
Instagram, Facebook and the industry is getting number of fans over the sites. Through this, their
position is also get improved in the search engine optimization and that can lead an entity
towards success (Gerbaudo, 2012). There are approx 123,200 employees who are working in
Coca-cola and they are responsible to offer quality services to their customers. Sometimes, it is
difficult for an enterprise to manage all the workers so for this they provide training and
development to their workforce so that they will be able to enhance their core competencies. The

manager of the food and beverage company focuses on their management activities so that their
overall performance can be improved in an efficient manner.
Coca-cola more focused on the modern marketing management techniques rather than
traditional strategies. On the basis of these modern strategies, the firm will be able to improve
their performance in the market. Along with this, they can sustain their competitive advantage in
the market (Hanna, Rohm and Crittenden, 2011). The organisational structure that is followed by
the firm is flat as through this manager will be able to administer their activities in an efficient
manner. The present report explains the importance of social media marketing in the country.
The further study explains that how an organisation can enhance brand awareness at the
marketplace. If cited firm focuses on social media marketing through they can able to enhance
their brand awareness in domestic and international market as well. With the help this process
organization is able to enhance their market presence and improve international market share as
well. They have to opted various plans strategies in order to proper use of social media or try to
connect with customers to build up their brand image.
1.2 Aims and objectives
Aim: To determine the impact of social media marketing on brand image of the
organization- A study on Coca- cola.
Research objectives: There are some research objectives which are stated below:
 To identify the social media marketing strategies that are adopted by Coca-cola.
 To examine the brand image of Coca-cola in the market as compare to other competitors.
 To evaluate the impact of social media marketing strategies on the brand image of
organisation.
 To provide recommendations to the organisation so that they can improve their brand
image and social media marketing strategies.
1.3 Research questions
Q1. What are the social media marketing strategies that adopted by Coca-cola?
Q2. How brand image can be examined of Coco-cola as compare to its rivals?
Q3. What is the impact of social media marketing strategies on the brand image of enterprise?
Q4. What are the ways through which Coca-cola will be able to enhance their image at global
level.?

1.4 Rationale of study
What is the research issue?
In present era, it is important for the organisation to analyse the impact of social media
marketing in order to increase the brand image. The research of this topic, will help the
researcher to find out the issues of the impact of social media marketing. The current issue which
is identified in this research is the impact of social media on the brand image and how this may
affect the company’s overall performance.
Why it is an issue?
This issue has been arising due to rapidly change in the technology. It is important for
organisation to proper identify the needs of customers with the help of social marketing. This
issues have arisen because now firms prefer social media as their communication medium and
through this they will be able to identify the requirements of people. So, on the basis of this an
enterprise can improve their image at global as well as domestic level.
Why it is an issue now?
In modern era, most of the organisation doesn't know that how to use social marketing
websites and through this they are losing customer base. Due to the lack of knowledge in such
kind of marketing, companies will not be able to attract number of customers as compare to their
competitors.
What could this research shed light on?
The present research is based on the to analyse the impact of social marketing whether
their impact is positive or negative on the company. So, in this way it can be easily identified that
how firm can reach to their target audience.
Significance of study
Through this research the investigator will find out best possible of outcomes on which
the previous researcher has not identified. The variable and reliable answer will also receive
from this research. The importance of this study is to enhance use to social media in brand image
awareness. Companies need to opted social media marketing for expand their business and
attract large number of customers as well.
1.5 Framework analysis
Framework analysis is one of the section of research project which explains the research
methodologies and various strategies that are used in current dissertation. It provides details

about the steps that are carried out in order to accomplish the objectives and goals. In this, all
steps are related to the approaches to design, philosophy, data collection methods, sampling and
data analysis. This is an important section which gives the overview of these techniques.
Through this, reliability and validity of the project can be analysed in an effective manner. There
are some strategies and approaches are used in the current research and these are:
Research design is the procedure that is followed in order to collect the data and
formulate the plan. There are some of the strategies that can be used correlational, descriptive,
experimental and so on. In the current research project, descriptive research design is used on the
basis of the research questions. On the basis of this, overall impact of social media marketing can
be identified so that their overall brand image can be improved. Research approach is related to
the method that is use to collect the data by using primary research. Here, inductive research
approach is used to observe the things and identify the patterns so that theory can be formulating
in an effective manner. This is based on the aim and objectives of the research.
Research philosophy is related to the perceptions that are made while conducting the
particular research. There are some research philosophical theories are like interpretivism and
positivism. Through these data can be analysed and gathered in an efficient manner. Here,
interpretivism theory can be used in order to collect the data. In data collection techniques
methods, there are some data collection techniques that can be used in order to gathered the
relevant and valuable information. Here, primary and secondary both sources can be used.
Through primary sources, data can be collected through questionnaire and interviews. On the
other hand, secondary sources are related to books, journals, articles, internet and so on. In this,
questionnaire has been used which includes both open ended and close ended questions. So, in
this manner the views of the staff members can be collected.
Sampling techniques that has been used in the project research such as systematic,
random, stratified and so on. Here, random sampling technique is used in the current project. In
this, a sample is selected that represent the entire population. Data technique can be analysed by
using both qualitative and quantitative techniques. Here, in this research qualitative research
method is used in order to analyse the present data. For this, thematic analysis has been used
through which different themes can be make and data can be interpreted.

1.6 Potential significance
The significance of the research deals with the organisation and customers. On the basis
of this study, the enterprise will be able to know about the views and demands of their
customers. If their expectations are identified, then they will be able to fulfil the desire of their
service users. Coca-cola can conduct a survey at in the market so that they can determine the
impact of social media on the brand image of the company. On the basis of this, competitor’s
strategies can be identified so that their performance can be improved.
On the basis of this, Coca-cola will be able to identify more social marketing strategies so
that their overall brand image can be improved. Through this, the communication gap among the
consumers and enterprise is get reduced so that brand awareness can be improved. By using
these modern advertising tools, company can attract number of customers towards their services
from all over the world. This current research is more significant for the enterprise as through
their brand recognitions and awareness can be increased. In this manner, they will be able to
know about the needs of the market trends and behaviour of people towards the organisations
brand image.
1.7 Structure of dissertation
The present research project is based on different chapters and that are followed in a
sequential manner. All chapters are interconnected to one other or these all the based on each
other. The structure that is followed in this particular report and these different chapters are:
Chapter 1: Introduction- The first chapter of the research covers all the aim, objectives,
focus, purpose and potential significant of the current report. This also gives the overview of the
topic and their functional analysis.
Chapter 2: Literature review- There are some other research that was conducted on the
particular subject. It particular subject explains the importance of social media marketing
strategies and brand image of the organisation. Along with this, some books, journals, articles are
reviewed to gather the information on the topic. By identifying these, a researcher will be able to
identify the viewpoints and ideas of other authors. Further, gap can be analysed between past and
current research.
Chapter 3: Research methodology- This particular section represent some methods and
strategies that are used in order to collect the data. Some of the techniques that are used in the

current research are like data collection, sampling techniques, research design, research approach
and so on.
Chapter 4: Data analysis- In this section, data is analysed on the basis of thematic
approach. In this data is analysed on the basis of the primary data collection methods such as
qualitative. The researcher can get the views of the customers.
Chapter 5: Recommendations and conclusion- This is the last chapter of the dissertation
as in this conclusion has been drawn from all over the report. Recommendations are kind of
suggestions which an enterprise should adopt so that their overall growth can be improved in the
market as compare to other competitors.

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Social media marketing is an essential tool that is used by an enterprise in order to
improve their brand image at the marketplace. There is huge competition in the market and due
to this companies have to focus on their promotional and advertising techniques. Through this,
they will be able to create their distinct image in the market as compare to other competitors.
Marketing is a functional area which play an important role in the business organisation as
through this their overall sales can be increased. Some different sites can be used by an
enterprise as through this they will be able to attract number of customers from all over the
world. For this, communication among all the different functional areas should be there as
through this they will be able to enhance their growth. This particular section explains the
research studies that were conducted on the impact of social media marketing strategies. The
effective use of social media is beneficial for cited firm in order to increase its brand in all over
the world. Through this process they can able to increase number of customers and improve
profit margin as well. Social media is helpful to build brand image of cited firm and able to attain
their objectives and goals. There is an inter-relationship among use of social media and enhance
brand image of company.
2.2 Significance of marketing strategies in the organisation
According to the view point of Heller Baird and Parasnis (2011) marketing is a core
department of the organisation as through this they will be able to increase their sales. When
sales can be increased then profits can be maximised. This functional area is more focused on the
overall activities of the enterprise that are going to be performed in order to increase the brand
image of the firm. There are some objectives of marketing department are like to increase the
brand awareness, brand recognition, to increase sales, to create a strong base of customers and so
on. On the contrary, it has been analysed by Bian and Moutinho (2011) that this functional unit is
responsible to make some strategies so that they will be able to perform well in an efficient
manner. The head of department has to make a market plan so that they will be able to increase
their growth in the market.
As per the view point of Lee, Lee and Wu (2011) marketing strategies are more
significant for an enterprise as through these they can perform well at the global level.