Define your objectives: Start by identifying The campaign was carried out on a large-scale across the world. Two of the most popular jargons that have been branded on Coke products include Wingman and Bestie. Coca-Cola is one of the worlds largest beverage retailer and manufacturers. Coke has been one of the companys most coveted brands. In order to curb the decline in sales, the Coca-Cola Company initiated the Share a Coke campaign. Of course consumers will take the extra step to seek out the product featuring their name, and while they are at it, they will buy bottles for their friends, and why not post pictures to Instagram as well? The brand was conceived in 1886. 1. Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings. July 1, 2019. https://ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. Share a Coke was a marketing campaign that CocaCola GB launched in 2013 and 2014. The Share a Coke campaign carried with it a very clear message. IvyPanda. Share a Coke: The Groundbreaking Campaign from 'Down Under' Their assumption came true when the campaign was rolled out across the world. professional specifically for you? We told them, That idea youve got tucked away that youve always wanted to do for Coke? Kotler, P & Keller, K 2006, A framework for marketing management, 3rd edn, Prentice Hall, Upper Saddle River, N.J. Kotler, P & Armstrong, G 2006, Principles of marketing, 11th edn, Prentice Hall, Upper Saddle River, N.J. Kotler, P, Kartajaya, H & Setiawan, I 2010, Marketing 3.0: from products to customers to the human spirit, Hoboken, New Jersey. Through the use of effective marketing communications, Coke was able to achieve its brand strategy. The Share a Coke campaign used a wide range of promotional and advertising mix in order to reach the target audience effectively. The campaign used an integrated promotional and marketing mix. 4. The Coca-Cola brand often goes by the name Coke. Nows the time for that idea. The campaign strengthened the relationship between the company and its customer base. In the business context, the marketing communications were aimed at driving up the sales of Coke products. Prince Street Thanks to the campaign, the company saw a 2.5% increase in total sales and soft-drink volume went up by 0.4%. I knew many others would have the same reaction. The next phase of the Share a Coke campaign will involve the use of generic names, such as dad, mum, bro, wingman, and bestie to brand the Coke packaging materials. The agency to be used for future marketing communications should be furnished with the following information. The main objectives for the Coca Cola Company are to be globally known as a business that conducts business responsibility and ethically and to accelerate sustainable growth to operate in tomorrows world. Persons whose names had been branded on the Coke packaging materials formed the greatest bulk of opinion leaders. As such, it has gained widespread recognition across the world. ", "Coke Swaps in Song Lyrics for Names in New 'Share a Coke' Campaign", "Share a Coke Campaign Returns with Holiday Destinations instead of Names", "Coke Creates 1,000-Plus Songs for Its 'Share a Coke' Campaign", "What the Share a Coke Campaign Can Teach Other Brands", "What Makes the 'Share a Coke' Campaign So Successful? For Coca-Cola, this is the major period when the company was making its largest sales so far. The social media has played a major role in ensuring the success of the Share a Coke campaign. They texted us the names they wanted to see on the screen. There has been virtually no media coverage of the move, as the company wanted to surprise consumers who were shopping for Coca-Cola products. We started getting emails from countries asking us how they could launch Share a Coke, so we built a toolkit to scale the idea. They then received an MMS enabling them to share their friends name up in lights, via Facebook and email. WebNIVEA Masterbrand Campaign Competition is organised by Beiersdorf Consumer Products (Pty) Ltd. The brands campaign initially hit a snag. Public relations have also been a key element of the promotional and advertising mix used in the Share a Coke campaign. The Share a Coke campaign featured personalized Coke bottles and cans with the top 250 most popular teen and millennial names in the U.S. We replaced our iconic logo with some of the nations most popular names, which were then printed on Coca-Cola labels. The move by the company has been viewed by many across the world as a show of appreciation to the brands loyal customer base. must. Turkey projected a virtual vending machine on a wall over Valentines Day to entice couples walking by. In fact, the campaign was seen to catch the attention of virtually all members of the public. They have been in a position to achieve this by sharing the beverage with others especially friends and family members. 1, pp. The first brand was associated with high sugar and calorie levels. And South Africa created the adorable TV commercial, Bobby, which has been one of Cokes highest-scoring ads ever. It is also one of the most recognisable global brands. In an effort to appeal to millennial consumers, Coca-Cola 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. As such, the marketing communications had succeeded in differentiating the Coke brand from other non-alcoholic beverages retailed across the world (Senker & Foy 2012). Among the most used elements in the campaign include advertising, public relations, publicity and exhibitions. Coke banked on the idea that people find personalization downright irresistible. Baker, S 2003, New consumer marketing: managing a living demand system, John Wiley, London. Coca-Cola takes every customer as a target, however its segmentation is mainly based on age, family size and income. The perfect segmentation was a main factor for Coca-Colas success. The brand was no longer viewed as any other beverage. Our purpose is to refresh the world and make a difference. The campaign has since made its way around the world, reaching more than 70 countries, to date.Coca-Colateams from Great Britain, to Turkey to China and, most recently, the United States have put their own creative spin on the concept, while preserving the simple invitation to Share a Coke with (insert name). July 1, 2019. https://ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. Who is Coca-Colas target market what bases for segmentation have they applied? However, there has been a decline in sales of Coke products in the past decade. The declining popularity of the brand has been as a result of the emergence of many companies involved in the manufacture of bottled water and sports drinks that contain low calorie levels. Hastings, G, Angus, K & Bryant, C 2011, The SAGE handbook of social marketing, SAGE, Los Angeles. It will continue until the end of the year. To better reach its target audience, Coca-Cola released coke cans and bottles with the 250 most popular names of each country, and printed them out on the labels. The personalization went beyond names and included popular jargon used by the millennial demographic, including Bestie and Wingman. IvyPanda. 2011). We use cookies to ensure that we give you the best experience on our website. JR: The overwhelming demand for the personalized cans surprised us. "The Share a Coke Marketing Communications Plan." The use of the social media and websites was the most common. However, measuring the return on investment (ROI). Coca-Cola's "Share a Coke" campaign was a strategic communication campaign that aimed to increase brand loyalty and engagement among millennials. You are free to use it for research and reference purposes in order to write your own paper; however, you Coca-Cola said that the Share A Coke campaign will be its biggest ever in terms of budget, dwarfing even the massive Olympic Games marketing drive last summer. The campaign capitalized on the global trend of self-expression and sharing, but in an emotional way. 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. The brand popularity made it easier for the company to reach its target audience. The company had attributed the decline in sales was as a result of competition from other low sugar and low calorie soft drink brands (Ignatius 2015). And it worked. The marketing communications plan used in the Share a Coke campaign consist of four major components. The use of exhibitions was also a major element of the promotional and advertisement mix used in the Share a Coke campaign. Pretty much immediately, we knew we were on to something. From trademark Coca-Cola to Sports, Juice & Dairy Drinks, Alcohol Ready-to-Drink Beverages and more, discover some of our most popular brands in North America and from around the world. Major stakeholders in the campaign are the customers, the Coca-Cola Company, and competitors (Ignatius 2015). The timing plan for the campaign will be divided into five phases. WebTask: Pick multiple metrics to measure a campaign's success and classify the metrics into audience, channel engagement, universal, and financial metrics. The significant role played by bitcoin for businesses! Highlighted by their recent Share a Coke campaign, Coca-Cola truly does strive to inspire moments of optimism and happiness. When people were successful in finding their name on a bottle, they were encouraged to share their find on social media using the hashtag #ShareaCoke. To begin with, the use of generic names would be expected to produce better results since more people could associate with them. Copyright 2022-2023 Incitrio | Brand Intelligence Agency All Rights Reserved, How the iPhone 6 Plus will Affect Fashion. Many have described the move by the Coca-Cola Company as a pure marketing genius. That summer, Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people. As a result, brand loyalty was promoted. No other beverage manufacturer or marketer had attempted to brand their products with the names of their consumers. The campaign is intended at helping Coke dominate the world market for soft drinks once more. The impact of the Share a Coke campaign was nothing short of astounding. Prior to the Share a Coke campaign, a great proportion of the worlds population was not aware of the different Coke brands that existed in the market. Objectives. Google search rocketed. The Competition is open to South African citizens and permanent residents only. Persons who had their names branded on the Coke products felt valued by the brand.
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