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The Coca-Cola Company Case Study

Essay by   •  February 28, 2016  •  Case Study  •  2,921 Words (12 Pages)  •  1,328 Views

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  1. About The Campaign

  1. Company Background

The Coca-Cola Company is an America multinational corporation, manufactures and marketer of nonalcoholic beverage concentrates and syrups which invented in 1983.  Its products are now available in 200+ countries and servicing more than 1.8 billion of drinks daily. It was ranked 8th among the top 100 most valuable global brands in 2015 (Millward Brown, 2015). It is one of the largest multinationals in the world and has had many successful promotion campaigns.

  1. The Promotional Campaign

A spin-off of Coke’s significant gimmick campaign entitled “Share A Coke, Share A Song” aims to swap out its iconic logo for lyrics was launched in 2015 summer in Hong Kong. This campaign traded out the company's iconic logo on 330ml cans, 500ml, Coke Zero, Coke Light bottles and 888ml Coca-Cola bottles for 72 line of popular song lyrics from 1980s to 2000s of Hong Kong’s most popular singers, for example Leslie Cheung, Beyond, Eason Chan (see Figure 1-1), which selected from “MOOV’s expert team of editors and music producers” from over a thousand tracks. The meaning of lyrics on bottles was divided into four categories: love, friendship, family and inspiration. Consumers were encouraged to share those cokes with friends, lovers and family, to express themselves and share the message with someone else by a “lyric” bottle.

Figure 1-1  Lyrics printed on Coca-Cola’s cans and bottles

  1. Communication Objectives

According to BusinessDictionary.com, we can use S.M.A.R.T. objectives to setting goals for a project that are characterized by being Specific, Measureable, Achievable, Relevant and Time-oriented (WebFinance, Inc., 2015). ‘Specific’ is somebody can see or hear what you are going to achieve something; ‘Measureable’ is quantify your objectives with assessable terms; ‘Achievable’ is to measure the project can be achieved by giving time frame, opportunity and resources; ‘Relevant’ is the objectives to see the implementation plan is related to the brand’s strategic plan; ‘Time-oriented’ is the objective has end points and check points built on it (Wayne State University, 2015) (Marketing Teacher, n.d.).  

In Hong Kong, competition among beverages is fierce, especially during the hot summer time. As people love to express themselves and enjoy music via listening, sharing and signing it, the “Share A Coke, Share A Song” campaign has the following communication objectives:

  1. To increase the consumption of Coca-Cola from late June till October in 2015;
  2. To maintain the brand preference amoing existing target consumers group which aged 12 to 29 in summer 2015;
  3. To attract the interest of consumers and increase brand awareness from 10% to 25% on aged over 30 in summer 2015, expand positive feelings and the brand’s influence on them;
  4. To get people taking about Coke again, enhance the awareness of public through the sharing in social media, online and offline coverages;
  5. To show your appreciation of people around you.

  1. Strategy and Tactics

  1. Communications Strategy of 3P’s – Pull, Push & Profile

  1. Pull

  1.  Definition of Pull

A pull strategy is aiming to encourage the ‘pull’ of products through the network of channel; it involves communicating with the end customer to the retailer in order to enquire and/or purchase the product, as well as B2b customers to be encouraged to buy the products from distributors. The strategies usually focus on mass media advertising which supported by sales promotions (Fill, 2006, p.90).  

  1.  The Communication tools of Pull strategy used in “Share A Coke, Share A Song” campaign

Advertising

 “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” (Bovée, 1992, p.7). It means how company encourages and target customer to buy the products, services or ideas. Retailer may also buy more stock from distributor as they know the advertising promotion will stimulate and help the growth in sales.

“Share A Coke, Share A Song” promises to be one of innovative Coke campaigns to date, connecting people with the power of song, and being activated across the advertising in television, digital and internal. The objectives of advertising in this campaign are aims to promoting the lyric packing of coke, stimulating the demand in hot summer and thus lead to sales growth.

Table 2-1:        The Advertising used in “Share A Coke, Share A Song”

Advertising

How to convey messages of “Share A Coke, Share A Song”

Television Commercial

About the Television Commercial:

A man was being a mascot under hot weather, a girl was preparing towel to wipe off the sweat and giving a Coca-Cola to him during every break time. The mascot man was deeply touched by her caring, then use the lyrics printed on Coca-Cola to express his feeling and love to her. The girl felt delighted and held his hands for happy ending. The ‘lyric’ cokes are appeared at the end scene with voice over of slogan “Share A Coke, Share A Song” in Chinese (see Figure 2-1).

How to convey message:

It is an emotional image-based appeal TVC and uses a slice of life on self-expression, individual storytelling to create resonance. The scene happened in this TVC will let customer has a desire to learn and use such kind of ‘lyrics’ coke to express their love message to lovers, even other message to friend and family in any moment of life. The main slogan in the last scene “Share A Coke, Share A Song” slogan is catchy and easy to remember, making the call to action "sticky" and a constant reminder to consumers. It is a great phrase to make the call to action on giving a coke to someone rather than keeping it for himself, especially for most Chinese are not open-minded to speak out their mind by mouth in traditional culture.  

Figure 2-1  “Share A Coke, Share A Song” TVC

Public Relations

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