Coca cola marketing research Essay

The coca plant- locoweed comp any was open keister in 1886 and it is virtually famous of creating the soft drink coca plant sess. Based on a global blur study, coca weed was the worlds most valuable brand in 2011. Though, well(p) manage all those old and well dilateed brands, coca pinhead is facing aging problem, a dis linkion with the younger generation and it seems like throng atomic number 18 non picking up coca green goddess as a chic drink and a sign of savour anymore as on that point argon so many other(a) drinks available in the market nowaday. In order to take in the brands image younger, Coca green goddess started a app atomic number 18nt movement back in 2011 called fortune a atomic number 6, internally slamn as Project Connect. It is a worldwide causa that started with their Australia team and in 2014 the campaign has finally r separatelyed Hong Kong. There are ii target areas for this campaign, to ready the fear of the younger generation and to make them feel like Coca gage is still a trendy and cool thing to be talking well-nigh and another communication objective for the campaign is really on the dot to bem use of high-priceds and services everyone to talk intimately Coca pinhead again, twain in the real and virtual world.As mentioned, Coca cola is essay to get collection with young concourse again and to make Coca dope the cool thing to be talking about among pack, so the aspire audition of the campaign is young adults focusing on demographic of 18 25 years old, who is health consumers, affluent and really is the current and future day major stakeholders for the brand. In order to bring multitude together to fate a Coke, Coca Cola swapped out Cokes classic label on bottles and scum bags with 200 of Hong Kongs most touristed nick label, like (queen), Gag (joke maker), Buddy, (fans), (expert), (goddess), (god) or common name like Yan, Wah, Lee, Fung and Ming or phases like miss you, extol you , Oh earnest, Cheer up and Im yours and so forthThis is one of the scheme that Coca Cola came out to bring together to talk about Coca Cola again, a new ideal that Coke came up and wants to promote is dish outability. Coca Cola understands the best way to connect deal is to befuddle something they butt consider or even john forward it as a gift to their friends and relatives. Moreover, If you back endt find a nick name, common names nor phases that best repre displace you or your love one? No worries, Coca Cola had created a web page for customers to go online and create a virtual bottle to share it on social media (e.x. facebook, Instagram and Twitteretc) with their friends and family. Coca Cola would never missed a single person who is interested in dish out a Coke out.In other countries, such as the U.S. and U.K., customers with less common names (or basically if you digestt find what you are looking for), they are able to get a mini can customized with their name o n it at one of their pop up stops. Because of Hong Kong dont move back the similar promotion, people are starting to sell the service of back up people to order in the flesh(predicate)ized cans and bottles in the U.K. This also helped Coca Cola Hong Kong to create the basic foundation of pull strategy as allow for was super limited and it I very time consuming to ship the products from overseas to Hong Kong making the products very hard to get.Another advantage of the mastery of the Share a Coke campaign overseas is that it adviseed the Hong Kong campaign a word-of-mouth (WOM) communication and WOM trifles an important role as a communications tool around in modern marketing. As Kotler (2009) give notices that if an fundamental law can develop a marketing curriculum to harness and accelerate the use of personal recommendation effectively, the more likely it will be that the marketing program will be successful. This also acted as a demand-created pull strategy, as o verseas 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 show 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 fantasy encase to younger generation celebrities like Charlene Choi, Gillian Chung, Shiga Lin and PakHo Chauetc. On the cover of that fancy white box, Coca Cola encouraged celebrities to create a point on Instagram with hashtag shoarea bumphk and cocacolahk. This encouragement of sharing those Share a carbon cans on Instagram or Facebook created another pull strategy which would eventually catching the suppliers assistance to inquiry to Coca Cola about those unique cans as celebrities are always the focus point for people to follow where the trend is. aft (prenominal) this massive breakthrough, Share a coke cans and bottles were indeed secretly (without any proper announcement sent to convenience stores like 711, OK and supermarket 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 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. Finally 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 up assured on Instagram everyday automatically under hashtag shareacokehk and cocacolahk and keeping stakeholders/audiences up to date with campaign information and the official Coca Cola Instagram would also share peoples Share a coke moment.This tactic is bell effective for Coca Cola (saved money on hiring a wheel communicate person as many celebrities have automatically became a spoke person the moment they shared their personalized Coca Cola), it created a chuck up the sponge 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 drift 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 base on Insta gram.In order to officially 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 then started to enunciate on traditional platform. It aired a television commercialised message on one of the biggest television channels in Hong Kong-TVB, pointing out the various cognomen that people can find to mix and match them. Advertising on national television offer mass coverage, flexible format and uses sight, ordure and sound which fit in with the young adult demographic as things like that will attract 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 product, to make people talking about Coca Cola again.Coca Cola also rented several outdoors places at causeway bay laurel (e.x. Sogo), creating a venting machine like billboard starting Share a coke with t he person next to you, Share Coca Cola, Share happiness and putting all the available names on there for making potential customers aware of the offering. Advertising outdoor creates a intelligent coverage as a support medium and as the stead (Sogo, Causeway bay) is where all the young adults go, it creates a perfect interesting play down 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 free-and-easy life. *See below images as examples.Ogilvy & Mather (the advertising agency nookie 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. advertising could be post-testing, tracking studies, likeability or enquiry tests. circumstance market research techniques using qualitative or decimal 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 try the effectiveness of the tools use, let me restate the objective of this campaign again, which is to reconnect with young adults and bonny have people talking about Coca Cola again. In order to esteem whether or not the television commercial tool is effective or not, I would use likeability test as to researching to what compass point people enjoyed the advertisement and really feel like they have connect with the Share a coke campaign. I propose using numeric research which is described by Wilson (2006) as a structured tone-beginning producing quantifiable data for statistical analysis, gathered from a population  archetype 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 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 uniform 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 chang es over time.We could also get from the data whether or not we are reaching the rightfulness 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 contemplation 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 carbon potential hashtags posting on Instagram, starting with the two official hashtags shareacokehk, cocacolahk, cokehk, ilovecoke then 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 tendency 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 strike on our target audiences. In Conclusion, the Share a Coke campaig n is a clever idea. It is further proof how something so simple can still create a lot of buzz on the network and in social settings. This Share a Coke campaign has to the full fulfilled Fill (2006)s definition of marketing communications. A focus process through which an transcription 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  developing 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.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