The sentiment of sharing a Coke with someone else broadened our appeal. In order to determine the effectiveness of the marketing communications strategies applied by Coca-Cola, we will conduct a DRIP analysis (Kitchen & Pelsmacker 2004). Lucie Austin, director of marketing at Coca-Cola, admitted that Share a Coke campaign is internally known as Project Connect and to inspire people and create a The move by the company has been viewed by many across the world as a show of appreciation to the brands loyal customer base. Unsurprisingly, Coca Colas objectives for the sales promotion were based exactly on these two things. Pepsi sales rocketed 12.1 per cent year-on-year to 213.26m in the 52 weeks to 19 July, found IRI. Coca-Colas Share a Coke campaign was pure marketing genius. As such, personalised cans and bottles would not sit on the shelves of stores and supermarkets for long durations without being purchased. We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. Our purpose is to refresh the world and make a difference. Coke has been one of the companys most coveted brands. Persons were less likely to buy Coke products that had been branded with names that they could not associate closely to (Kotler, Kartajaya & Setiawan 2010). In fact, the campaign was seen to catch the attention of virtually all members of the public. The campaign capitalized on the global trend of self-expression and sharing, but in an emotional way. Scores on always doing new things,is a brand I love and for someone like me all improved with the young adult audience. The campaign targeted at loyal customers achieved more success than was expected. Two of the most popular jargons that have been branded on Coke products include Wingman and Bestie. The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. Coke banked on the idea that people find personalization downright irresistible. Social media played a huge role in the success of the campaign. (2019) 'The Share a Coke Marketing Communications Plan'. They include customer context, business context, internal context, and external context (Cranfield School of Management 2000). WebThe Share a Coke campaign first launched in Australia in 2011, and involved changing the traditional wrapping around the Coca-Cola bottle to say Share a Coke with and a In order to curb the decline in sales, the Coca-Cola Company initiated the Share a Coke campaign. As such, there will be an increase in revenue generated. The availability of the jargon brand names on the Coke product packages however offers those persons who miss the names of persons they want to gift with a variety to choose from. The company has taken advantage of its popularity across the world, as well as vast resources to publicise the campaign (Koppe 2012). However, the marketing communications were successful in catching the publics attention. There is also a new Share A Coke UK website and an associated Facebook app, where people who cannot find their names printed on labels can create a virtual personal can, the company explained. WebWhat is Share a Coke? Share A Coke- A look back into one of the most The aim of the campaign will be to promote sales. It was slowly adopted and only through integrated marketing techniques did it turn out to be a success. We always thought it would be big; we were just nervous about getting to market and getting it right. "The Share a Coke Marketing Communications Plan." must. After fighting a shaky start, through integrated marketing techniques, the Coke brand successfully infiltrated social media, retail spaces, and outdoor marketing with its personalized paraphernalia. The company felt that people find personalised commodities totally irresistible. The personalised beverages were placed strategically in stores with the aim of catching the attention of the customers. The campaign made Coke unique and to stand out not only from other brands manufactured by competitors but also those owned by the Coca-Cola company itself. Advertisements involving the Share a Coke campaign have also been carried out through other media, such as the use of billboards. Coca-Cola The company has also over the years earned its position as one of the most respected non alcoholic beverage manufacturer, marketer, and distributor across the world. Coca-Cola is one of the worlds largest beverage retailer and manufacturers. The marketing communications will also make the world aware of the existence of the new Share a Coke campaign. Through the use of the broadcast and the social media, the company will be in a position to convey the message to the world more easily. Not sure if you can write a paper on The Share a Coke Marketing Communications Plan by yourself? We couldnt do that due to trademark issues, so we created a brand-new typeface inspired by the Coke logo. Opinion leaders played a major role in promoting the campaign (Ballantyne 2004). The Opera House gets obliterated for the Australian Conservation Foundation, Republican party release AI-generated ad attacking Biden, BuzzFeed News to shut down, CEO Jonah Peretti announces, Businesses report design skills are increasingly essential in every role, Cheap digital experiences are in the too hard basket and lead to abandoned carts, Fixing the ad industrys approach to culture with Carl Moggridge, How a Super Bowl ad is made, with Squarespaces VP of creative, Harnessing the full power of sonic branding, The future of TV campaigns is a measurable one, Urban Brand-Utility: putting the citizen at the centre, Urban Brand-Utility: a protopia for marketing communications that is both effective and regenerative. Cokes focus on securing premium sales left it open to Pepsis deep discounting outmuscling its blend of brand marketing and multi-pack promotions. The campaign, which uses a list containing 250 of each market country's most popular names (generic nicknames and titles are also used in some cases), aims to have peo Persons who had their names branded on the Coke products felt valued by the brand. It is considered to be the most popular brand across the globe. The Coca-Cola Company was worried that the group would not readily welcome the marketing communications. Coca-Cola's "Share a Coke": Coca-"Share Cola's a Coke" campaign urged consumers to engrave their names or the The markets that followed us had an entirely new channel to work with. There has been virtually no media coverage of the move, as the company wanted to surprise consumers who were shopping for Coca-Cola products. It is evident that the recent campaign launched by the Coca-Cola Company has resulted in a significant rise in the sales volumes recorded for Coke products. A campaign was needed that would make a big splash and disrupt and excite Australians. Prince Street The social media was the most widely used marketing tool. 1, pp. (i) The first and primary objective was to increase their sales as it was the summer IvyPanda. This website uses cookies so that we can provide you with the best user experience possible. In addition, summer has always been a key sales period for Coca-Cola. The personalisation aspect of the campaign has also persuaded many customers across the world to try the wide range of Coke products with their names or those of their friends branded on them. In the business context, the marketing communications were aimed at driving up the sales of Coke products. [10] In 2016, the company replaced people's names with lyrics from 70 popular songs including Lean on Me and We are the Champions. Seventy-six thousand virtual Coke cans were shared online and 378,000 custom Coke cans were printed at local Westfield malls across the country. The first aim to refresh the world highlights a desire for their products to taste refreshing. The campaign was originally trialled back in 2011, resulting in a 7% increase in sales. Principles for Sustainable Agriculture (PSA), What the Fanta Mystery Flavors and Campaign, Coca-Cola Christmas Caravan Twenty Fifth Anniversary, Coca-Cola Zero Sugar Invites Fans to #TakeATaste, Simply Mixology Raises the Bar of At-Home Mocktail & Cocktail Experiences, Sprite, Fresca, Seagrams, & Mark Ronson Madlib Music Connection. You can use them for inspiration, an insight into a particular topic, a handy source of reference, or even just as a template of a certain type of paper. Advertising activities have mainly been carried out on the broadcast media. The marketing strategy of Coca Cola is a mix of three important elements affordable prices, worldwide accessibility, and great customer connection. Keller, K 2012, Strategic brand management: building, measuring, and managing brand equity, 4th edn, Prentice Hall, London. 378,000 Coke cans were printed at kiosks, and overall sales increased by Segmentation helps the brand to define the appropriate products for specific customer group; Coca Cola doesnt target a specific segment but adapts its marketing strategy by developing new products. Austin, who at the time was director of marketing for Coca-Cola South Pacific, was huddled with her colleagues inside a Sydney conference room in 2011, listening to five agencies pitch concepts for Cokes next summer campaign. Marketing communications revolving around the Share a Coke campaign also involved the use of face to face advertising. Share a Coke: The Groundbreaking Campaign from 'Down Under' Chaston, I 2002, Small business marketing management, Palgrave Macmillan, London. Our writers, strategists and consultants have a breadth of industry knowledge to draw on, We match our skills and expertise to the task and build the right team for every project. You can find out more about which cookies we are using or switch them off in settings. 2019. The campaign featured personalized bottles with individual names and encouraged consumers to share a Coke with friends and family. Social media chatter and media coverage blew up. And, in order to bring people together, Coca-Cola needed to encourage this on a more personal level and what better way to spark conversation than by using a first name! As the campaign gained popularity, we did a second release where we let consumers vote for the next wave of names. So when it launched with a bang, it was more of a relief than a surprise. 346, p. 494. They wanted to jumpstart real conversations and remind people of those in their lives they may have lost touch with, or have yet to meet. Coca-Cola 1. Those names that were popular in one region were also not necessarily popular in another. What is the marketing strategy of Coca Cola? Koppe, S 2012, A moderate eclecticism: ontological and epistemological issues, Integrative Psychological and Behavioural Science, vol. Who was the target audience for Share a Coke campaign? I knew many others would have the same reaction. WebTherefore, with its Share a Coke Campaign, Coca-Cola determined to conquer two main objectives: Engage with young Australian adults differently by talking to them through the Coca-Cola brand.
