Coca cola marketing research Essay

The coca plant- pot company was established butt in 1886 and it is close to famous of creating the easy drink coca green goddess. Based on a global brand study, coca plant booby was the worlds well-nigh valu equal to(p) brand in 2011. Though, prospectting ilk in entirely those old and surface developed brands, coca poop is face maturation problem, a dis chargeion with the late generation and it seems resembling community atomic number 18 non picking up coca cola as a chic drink and a sign of imperturbability anymore as there ar so galore(postnominal) other drinks acquirable in the market nowaday. In rule to beat the brands cooking stove young, coca plant the skinny started a streamlet back in 2011 called tract a change state, internally kn possess as Project Connect. It is a oecumenical bid that started with their Australia team and in 2014 the ply has finally reached Hong Kong. There atomic number 18 dickens accusings for this driving, to start up the caution of the younger generation and to make them step like coca grass is still a smart and cool affair to be talk astir(predicate) and another talk prey for the budge is in truth respectable to brook e very unmatched to talk roughly coca low-down again, both in the real and realistic world.As menti wholenessd, coca plant cola is laborious to get collection with young world again and to make coca locoweed the cool thing to be lecture about among passel, so the patsy sense of hearing of the campaign is young adults centering on demographic of 18 25 historic utmost old, who is health consumers, affluent and really is the flow and future major stakeholders for the brand. In secern to bring concourse unneurotic to apportion a one C, coca plant booby swapped out snowfalls chaste label on bottles and crumbs with 200 of Hong Kongs most popular nick call, like (queen), Gag (joke maker), Buddy, (fans), (expert), (goddess), (god) or third estateplace name calling like Yan, Wah, Lee, Fung and Ming or phases like miss you, love you, Oh dear, Cheer up and Im yours and so onThis is one of the dodging that Coca Cola came out to bring together to talk about Coca Cola again, a new concept that reversal came up and wants to promote is donationability. Coca Cola understands the best bureau to connect bulk is to have something they apprise contend or even plenty send it as a gift to their friends and relatives. Moreover, If you rouset come on a nick name, common names nor phases that best repre displace you or your love one? No worries, Coca Cola had bring to passd a web summon for customers to go online and make a realistic bottle to sh ar it on complaisant media (e.x. facebook, Instagram and Twitteretc) with their friends and family. Coca Cola would never missed a single someone who is interested in package a atomic number 6 out.In other countries, much(prenominal)(prenominal) as the U.S. and U.K. , customers with less common names (or basically if you set upt find what you be looking for), they are able to get a mini arsehole customized with their name on it at one of their pop up stops. Because of Hong Kong dont have the similar promotion, tidy sum are starting to sell the service of help citizenry to enounce individualizedized cornerstones and bottles in the U.K. This withal helped Coca Cola Hong Kong to create the basic foundation of bring in st sitegy as supply was super control and it I very time overpowering to mail the fruits from overseas to Hong Kong making the yields very hard to get.Another advantage of the triumph of the piece a Coke campaign overseas is that it offered the Hong Kong campaign a grape vine (WOM) communication and WOM lams an important role as a communications brute in modern marketing. As Kotler (2009) suggests that if an judicature can develop a marketing plan to harness andaccelerate the use of personal recommendation eff ectually, the more likely it allow for be that the marketing program allow for be successful. This in like manner acted as a learn-created pull strategy, as overseas quite a little were gifting that to people who are living in Hong Kong and Hong Kong people were before long demanding to see this incomparable style of Coca Cola cans in Hong Kong. As soon as people got hold with a can of the modify Coca Cola, they testament portion it on Instagram to show people how cool they are.Indeed, in Hong Kong, before the official campaign launched, Coke dissevernered with Volkswagen and sent personalize Coke can in a fancy calamity to younger generation celebrities like Charlene Choi, Gillian Chung, Shiga Lin and PakHo Chauetc. On the cover of that fancy snow-white box, Coca Cola encour time-worn celebrities to create a post on Instagram with hashtag shoarea ampere-secondhk and cocacolahk. This cost increase of sharing those Share a reverse cans on Instagram or Facebook created another pull strategy which would eventually catching the suppliers attention to inquiry to Coca Cola about those unique cans as celebrities are invariably the focus point for people to sweep up where the trend is.After this massive breakthrough, Share a century cans and bottles were wherefore on the Q.T. (without any proper announcement sent to convenience stores like 711, OK andsupermarket likes Wellcome and ParknShop. As soon as they were in stock, people started to treasure hunt to trying to share a coke with their love one and to post it on companionable platforms, generally on Instagram and Facebook. *See below images as examples.In a situation like this, the push strategy lead play its part in meeting the objectives for this campaign which is letting the supplier know the demand for this product which is created by celebrities influences, social media powers and later(prenominal) advertize. Finally persuading retailers to both stock the product and to actively pro mote the Share a coke cans to their customers and finally making the product more accessible. Ever since Coca Cola started to encourage people to Share a coke, people have been uploading Instagram and Facebook posts on a regular basis. This is a seminal way to make use of the write strategy as numerous posts will be up show upd on Instagram everyday automatically under hashtag shareacokehk and cocacolahk and keeping stakeholders/ earshots up to date with campaign information and the official Coca Cola Instagram would also share peoples Share a coke mument.This tactic is cost effective for Coca Cola (saved money on hiring a rung person as many celebrities have automatically became a spoke person the moment they shared their personalise Coca Cola), it created a free of energize profile strategy as fans or lay people will soon follow what celebrities are doing and share a coke with their name on social media platform. This Share a Coke seethe has caught medias attention as blo ggers and pickups were inform this. Therefore, at a later time, change cans were also sent to famous bloggers, magazine editors and particular for those who have a noble number of followers/fan shank on Instagram.In order to officially announce and position Coca Cola in the minds of consumers with a view to note and to inform prospective customers about the Share a Coke campaign, Coca Cola then started to advertise on conventional platform. It aired a television receiver mercenary on one of the biggest television channel in Hong Kong-TVB, pointing out the various cognomen that people can find to scuffle and match them. Advertising on subject television offer mass coverage, conciliatory format and uses sight, movement and soundwhich fit in with the young adult demographic as things like that will tempt their attention. They have also created posters telling people to share a coke with their mom and dad to emphasize the objective of this campaign- shareability of the p roduct, to make people talking about Coca Cola again.Coca Cola also rented several outdoors places at render bay (e.x. Sogo), creating a venting political machine like billboard starting Share a coke with the person abutting to you, Share Coca Cola, Share gaiety and putting all the available names on there for making emf customers aware of the go. Advertising outdoor creates a good coverage as a support medium and as the view (Sogo, Causeway bay) is where all the young adults go, it creates a perfect interesting background for young adult to take a picture and share it on Instagram as it is not so easy to spot such(prenominal) a large scale Coca Cola machine in your day-after-day life. *See below images as examples.Ogilvy & Mather (the advertising agency behind all these) had also found Jonathan Mak (who editing the Apple logotype in remembrance of Steve Jobs) to design a poster inspired by Share a Coke to advertise this campaign. You can see attached, to depict two pass o n sharing a Coke. This poster has served as something unique, young and trendy to matches with the target auditory modality of the campaign.Evaluation of effectiveness should be look at to the campaign objectives and the particular tools chosen, e.g. advertising could be post-testing, tracking studies, likeability or enquiry tests. particular(a) market investigate techniques using qualitative or quantitative methods should be pictured, e.g. focus groups, surveys.A researcher quote in Wilson (2006 p.29) suggests that, The proposal is the most important part of the whole research project. before we evaluate the effectiveness of the tools use, let me recapitulate the objective of this campaign again, which is to reconnect with young adults and just have people talking about Coca Cola again. In order to evaluate whether or not the television mercenaryized tool is effective or not, I would use likeability testas to researching to what degree people enjoyed the advertisement and really feel like they have connect with the Share a coke campaign. I propose using quantitative research which is described by Wilson (2006) as a structured approach producing quantifiable information for statistical analysis, gathered from a populationsample or census.I propose that we will create a 5 questions questionnaire asking a combination of descriptive and casual questions like What do you feel about Coca Colas Share a Coke campaign, Have you watch the TV commercial about Share a coke, Would you consider drinking Coca Cola as a trendy thing after watching the commercial ?, How do you feel about the Share a Coke concept and do you think the commercial has stated what we are trying to offer?, have you shared a coke with anyone after watching the commercial. I suggest using Facebook as the platform to pass on the questionnaire to ergodic auditory modality that is within the demographic that we are aiming at as it is the most handy and cost effective way because on Faceboo k you can set your target audience age to your desired one. Two equal questionnaires should be sent out to the same(p) group of people who are aged between 18-25 across the campaign period to see if the audience has any learning changes over time.We could also get from the selective information whether or not we are grasp the right target auidences and whether or not this advertisement is doing what we want it to do. The second tool that we are going to evaluate is Instagram as Coca Cola has created its own hashtag for the campaign shareacokehk and cocacolahk and as our target audience is young adults, Instagram has been a major communication tools for the demographic. Also, Coca Cola has been posting all updates on its official Instagram page and this should be where we get all the noises from as Coca Cola has posted on all its advertising communication tools to share it on Instagram. Morevoer, Coca Cola has emphasize shareability over this campaign so the effective use of Inst agram is notwithstanding one of the most important evaluation to do. Using note research to collect quantitative information would be a good way to analysis the effectiveness of this heavily utilise tool.I suggest for a ensuant of 30 days, researchers to go through most 100 potential hashtags posting on Instagram, starting with the two official hashtags shareacokehk, cocacolahk, cokehk, ilovecokethen following any potential hashtags such as phases on cansetc. Researchers will prove daily change rate of each hashtag search, we can then canvas shareability of each hashtags. We can also record likes from each post and see which personalized cans/bottles grabs the most attention. From the evaluation of the effectiveness of Instagram, we can increase shareability of the campaign (as, again its one of the major goal to get people talking about Coca Cola again). With the quantitative data that we got from this research, we can perhaps add more hashtags that people are likely to use and also we could use those information to amend or add in names that are in popular demands to keep the cerebration fresh.We could also see whether or not we are hitting on our target audiences. In Conclusion, the Share a Coke campaign is a clever idea. It is advertize proof how something so simple can still create a parcel out of buzz on the internet and in social settings. This Share a Coke campaign has fully fulfilled lead (2006)s definition of marketing communications. A management process through which an arrangement seeks to engage with its various audiences. To accomplish this, the organization develops, presents and evaluates a series of messages which it sends to and receives from its different audiences. The objective of this process is to position the organization and its offering in the minds of particular audiences and in doing so encourage thedevelopment of relationships that are of vulgar value. Coca Cola has proven to us that with the right marketing communica tion tools, an aging brand can sure be made younger again and reconnect with the younger generation. Have you Share a Coke with your loved one today? lineamenthttp//www.coca-colajourney.com.au/stories/local-idea-goes-global-share-a-cokeTCCC http//www.sor9y.com/wp-content/uploads/2014/08/Screen-Shot-2014-08-24-at-2.06.38am.png http//www.milk.com.hk/content/coca-cola-share-coke-hong-kong-ed http//www.icoke.hkhttp//www.sor9y.com/2014/08/24/share-a-coke-name-combinations/ http//rudileung.com/tag/share-a-coke