Coca cola marketing research Essay

The coca plant plant- dope teleph unityr was established back in 1886 and it is intimately famous of creating the soft plight coca plant booby. Based on a global brand study, coca locoweed was the worlds some valuable brand in 2011. Though, flop like all those old and well developed brands, coca plant Cola is facing aging problem, a dis chargeion with the younger multiplication and it seems like citizenry argon non picking up coca cola as a abridgey drink and a sign of the zodiac of coolness anymore as there atomic number 18 so many an(prenominal) other drinks available in the market nowaday. In order to cod the brands image younger, coca plant Cola started a draw back in 2011 called character a setback, internally know as Project Connect. It is a worldwide endure that started with their Australia squad and in 2014 the black market has finally r severallyed Hong Kong. There are dickens objectives for this draw, to thrum the attention of the younger generatio n and to make them feel like coca Cola is still a voguish and cool thing to be maundering just about and another communication objective for the campaign is rattling just to have everyone to talk about coca plant Cola again, two in the real and virtual world.As mentioned, coca plant cola is essay to get collection with young people again and to make coca plant Cola the cool thing to be talking about among people, so the target interview of the campaign is young adults focusing on demographic of 18 25 years old, who is health consumers, affluent and really is the rate of flow and future major stakeholders for the brand. In order to bring people in concert to Share a blow, coca Cola swapped out turns classic label on bottles and undersurfaces with 200 of Hong Kongs most popular nick lifts, like (queen), Gag (joke maker), Buddy, (fans), (expert), (goddess), (god) or habitual names like Yan, Wah, Lee, Fung and Ming or phases like miss you, make love you, Oh Dear, Che er up and Im yours etceteraThis is one of the strategy that Coca Cola came out to bring together to talk about Coca Cola again, a new conception that reversal came up and wants to promote is Shareability. Coca Cola understands the best demeanor to touch on people is to have something they burn down pct or even laughingstock send it as a gift to their friends and relatives. Moreover, If you evictt draw a nick name, parking area names nor phases that best represent you or your love one? No worries, Coca Cola had created a tissue page for customers to go online and create a virtual bottle to cover it on social media (e.x. facebook, Instagram and Twitteretc) with their friends and family. Coca Cola would never at sea a single person who is interested in Share a Coke out.In other countries, such(prenominal) as the U.S. and U.K., customers with less common names (or basically if you flush toilett find what you are flavor for), they are able to get a mini gutter customized with their name on it at one of their pop up stops. Beca map of Hong Kong dont have the similar promotion, people are head start to sell the divine service of helping people to order personalized cans and bottles in the U.K. This withal helped Coca Cola Hong Kong to create the basic foundation of crook strategy as supply was super limited and it I very time consuming to mail the products from overseas to Hong Kong making the products very hard to get.Another utility of the success of the Share a Coke campaign overseas is that it draw outed the Hong Kong campaign a word-of-mouth (WOM) communication and WOM p ballads an important role as a communications son of a bitch in modern merchandising. As Kotler (2009) notifys that if an giving medication can develop a marketing program to harness andaccelerate the rehearse of personal recommendation effectively, the more likely it go forth be that the marketing program leave be successful. This also acted as a demand-created pull strategy, as overseas people were gifting that to people who are living in Hong Kong and Hong Kong people were soon demanding to see this unique style of Coca Cola cans in Hong Kong. As soon as people got hold with a can of the personalized Coca Cola, they will share it on Instagram to maneuver people how cool they are.Indeed, in Hong Kong, before the official campaign launched, Coke partnered with Volkswagen and sent personalized Coke can in a realise box to younger generation celebrities like Charlene Choi, Gillian Chung, Shiga Lin and PakHo Chauetc. On the wrap of that fancy white box, Coca Cola encouraged celebrities to create a station on Instagram with hashtag shoareacokehk and cocacolahk. This encouragement of sharing those Share a coke cans on Instagram or Facebook created another pull strategy which would eventually ancestral the suppliers attention to inquiry to Coca Cola about those unique cans as celebrities are always the focus point for people to follow where th e trend is.After this massive breakthrough, Share a coke cans and bottles were past 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 break away to trying to share a coke with their love one and to post it on social platforms, mainly on Instagram and Facebook. *See below images as examples.In a situation like this, the push strategy will 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 advertising. lastly persuading retailers to both stock the product and to actively promote 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 creative way to make use of the profile strategy as numerous posts will be updated on Instagram everyday automatically under hashtag shareacokehk and cocacolahk and livelihooding stakeholders/audiences up to date with campaign in pution and the official Coca Cola Instagram would also share peoples Share a coke moment.This manoeuvre is cost effective for Coca Cola (saved money on hiring a spoke person as many celebrities have automatically became a spoke person the moment they shared their personalized Coca Cola), it created a free of charge 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 wave has caught medias attention as bloggers and magazines were reporting this. Therefore, at a later time, personalized cans were also sent to famous bloggers, magazine editors and particular for those who have a high number of followers/fan stem on Instagram.In order to of ficially announce and position Coca Cola in the minds of consumers with a view to differentiation and to inform prospective customers about the Share a Coke campaign, Coca Cola therefore started to advertise on traditional platform. It aired a television moneymaking(prenominal) on one of the biggest television channels in Hong Kong-TVB, pointing out the variant nickname that people can find to mix and match them. ad on national television offer mass coverage, flexible format and uses sight, movement and soundwhich fit in with the young adult demographic as things like that will attract their attention. They have also created posters presentment people to share a coke with their mom and dad to underscore the objective of this campaign- shareability of the product, to make people talking about Coca Cola again.Coca Cola also rented several outdoors places at furnish bay (e.x. Sogo), creating a venting machine like billboard starting Share a coke with the person next to you, Shar e Coca Cola, Share happiness and putting all the available names on there for making potential customers aware of the offering. Advertising outdoor creates a rock-steady coverage as a support medium and as the location (Sogo, Causeway bay) is where all the young adults go, it creates a perfect evoke background for young adult to take a picture and share it on Instagram as it is not so easy to spot such a large scale Coca Cola machine in your daily life. *See below images as examples.Ogilvy & Mather (the advertising agency derriere all these) had also found Jonathan Mak (who editing the Apple logo 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 hands sharing a Coke. This poster has served as something unique, young and trendy to matches with the target audience of the campaign.Evaluation of effectiveness should be related to the campaign objectives and the particular tools chosen, e.g. advert ising could be post-testing, tracking studies, likeability or enquiry tests. fussy market research techniques using qualitative or vicenary methods should be proposed, 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 appraise the effectiveness of the tools use, let me restate 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 estimate whether or not the television commercialised-grade tool is effective or not, I would use likeability testas to researching to what point in time people enjoyed the advertisement and really feel like they have connect with the Share a coke campaign. I propose using numerical research which is described by Wilson (2006) as a structured hail producing quantifiable data for statistical analysis, gathered from a population take or census.I propos e 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 random audience that is within the demographic that we are aiming at as it is the most convenient and cost effective way because on Facebook you can set your target audience age to your desired one. Two equal questionnaires should be sent out to the same group of people who are aged between 18-25 across the campaign period to see if the audience has any perception changes over time.We could also get from the data whether o r not we are reaching 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 emphasized shareability over this campaign so the effective use of Instagram is notwithstanding one of the most important evaluation to do. Using posting research to collect quantitative data would be a good way to analysis the effectiveness of this heavily used tool.I suggest for a consecutive of 30 days, researchers to go through around snow potential hashtags posting o n Instagram, starting with the two official hashtags shareacokehk, cocacolahk, cokehk, ilovecokethen following any potential hashtags such as phases on cansetc. Researchers will record daily change rate of each hashtag search, we can then compare 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 terminal 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 idea fresh.We could also see whether or not we are impinging on our target audiences. In Conclusion, the Share a Coke campaign is a clever idea. It is further proof how something so simple can stil l create a lot of buzz on the cyberspace and in social settings. This Share a Coke campaign has fully fulfilled Fill (2006)s definition of marketing communications. A trouble process through which an plaque 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 the knowledge of relationships that are of mutual value. Coca Cola has proven to us that with the right marketing communication 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?Referencehttp//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.pn g 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