StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

A Strategic Communication Campaign on Coca Cola Company 2012 - Case Study Example

Summary
The case study "A Strategic Communication Campaign on Coca Cola Company 2012" describes the business campaign of Coca-Cola. This paper outlines the strategic communication campaign, the company involved in the campaign…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER96.9% of users find it useful
A Strategic Communication Campaign on Coca Cola Company 2012
Read Text Preview

Extract of sample "A Strategic Communication Campaign on Coca Cola Company 2012"

A Strategic Communication Campaign on Coca Cola Company The Company Involved in the Campaign Based in Atlanta Georgia, the Coca-Cola Company is an American multinational beverage company. The Coca cola Company is the world’s largest multinational beverage producer, distributor, and retailer in non-alcoholic concentrates and syrups. The company owns and markets more than 500 nonalcoholic beverage brands, waters, enhanced waters, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks (United States Securities and Exchange Commission 1). Coca Cola Company is the owner of the world’s top five nonalcoholic sparkling beverage brands that include Coca-Cola, Diet Coke, Fanta, and Sprite (United States Securities and Exchange Commission 1). Since its inception in 1886, the company has established market presence in more than 200 countries. The company sold its syrups and concentrates to a number of contracted independent bottlers that would produce, bottle, and distribute the final product (ChangeLab Solutions 12). Through controlled bottling, independent bottling partners, distributors, wholesalers, retailers, and distribution operations, Coca Cola Company has the world’s largest beverage distribution system that serves its consumers. The company believes that their capacity to connect with consumers by providing them with a wide variety of options to meet their desires, needs, and lifestyle choices defines their success (United States Securities and Exchange Commission 1). Through this belief, the company stands out as the world’s most valued brand that seeks to ensure refreshment, inspiration towards moments of optimism and happiness across the world. Indeed, the company’s goal is to use their assets that include their brands, financial strength, unrivaled distribution system, global reach, and the talent and strong commitment of their management and associates to become more competitive and to accelerate growth in a manner that creates value for our shareowners (United States Securities and Exchange Commission 1). Coca Cola is different from any other business in that it abhors an enduring commitment to building sustainable communities with much focus on initiatives that reduce their environmental footprint, support active, healthy living, create a safe, inclusive work environment for their associates, and enhance the economic development of the communities where they operate (The Coca-Cola Company 1). The Bloomberg administration sought to combat rising obesity in New York City by amending Article 81 of the New York City (NYC) Health Code to establish a maximum size for sugary drinks offered or sold in Food Service Establishments (“FSEs”) (New York City 1). The legislation affected Coca Cola Company since the New York City Board of Health banned the sale of large soda exceeding 16 ounces (473 ml) and other sugary drinks at restaurants, street carts, and movie theaters (Grynbaum para1). As such, lobbyists from Coca-Cola and other big soda companies launched the Public Relations (PR) campaign aimed at making soda personal in New York City (Grynbaum para1). In exploring the strategic communication campaign of the company, I will be able to understand how this campaign promoted the market presence, organizational performance, economic growth, and customer satisfaction of the company. To achieve this, I will carry out a case study on campaign materials, target audience, actions taken, SWOT analysis, and the resultant achievements. The Strategic Communication Campaign On 28 June 2012, the Coca cola Company launched a Public Relations (PR) campaign aimed at making soda personal in New York City. The PR campaign was a response to New York City’s proposed restrictions on large servings of sugary drinks. Through a coalition called New Yorkers for Beverage Choices, the PR aims at engaging in a debate about freedom and not fatness (Grynbaum Para 3). The campaign involved the soliciting of signatures on petitions from New Yorkers, Facebook and Twitter campaigns, and radio spots (Grynbaum Para1). Through the Washington-based American Beverage Association, the New York Campaign will utilize all the necessary resources (Grynbaum Para 6). The aggressive campaigns emphasized that the proposed restrictions on large servings of sugary drinks demeaned the New Yorker’s freedom of choice by denying them the right to access and consume large sodas (Grynbaum Para1). Additionally, the campaign argued that the proposed New York City’s restrictions on large servings of sugary drinks for individuals aimed at infringing the right to purchase and consume in terms of quantity and affordability (Downs 4). Essentially, the campaign aimed at responding to claims forwarded by then Mayor Bloomberg. In his argument, Bloomberg noted that the Coca cola Company was producing large quantities’ of sodas that posed numerous health risks to consumers and compelled them to use more money on sodas rather than spending the money on other important issues (Thompson Para 2). In this regard, the Coca cola Company reacted to the issue through the creation of a new group known as ‘New Yorkers for Beverage Choices’. The main function of the group was to ensure that they succeeding in pleading with most people who used the internet against giving consent to Mayor Bloomberg’s proposed legislation aimed at banning drinks that exceeded 16 ounces (Thompson Para 3). Generally, this case study will take approximately three months ending 30 June 2014 to allow the potential respondents ample time to respond to the issue appropriately with much consideration on its challenges, success, costs, and significance of the strategic communication campaign. The Goals achieved during the Campaign During the campaign, it is evident that the Coca cola Company attempted to achieve the following goals: Assuring potential consumers the quality of the products remained the same despite the negative publicity brought about by Bloomberg’s allegation. Maintaining their market for the variety of products both in flavor and in quantity Giving consumers a platform to speak their mind especially those who value the brand and its products Wooing more consumers as a result of sympathy of unconfirmed allegations Through the campaign, Coca cola Company attempted to achieve the following objectives: Maintaining the market presence of the company in New York Ensuring the continued sales and economic growth of the company in New York Showing solidarity with other companies in the industry Convincing the mayor and New Yorkers that Coca Cola products abhor health standards The Description of the target audience The target audiences for this strategic campaign included the current consumers of Coca Cola products, the Mayor, and all Coca Cola competitors especially those in New York. Their relationship between these target audiences and the company is that the former plays a huge role towards the improvement of market growth and company profits while the latter is there to satisfy the customers’ needs and give competition in form of alternative products in the market. According to situational theory, the current Coca Cola consumers belong to active public group. These consumers are aware of the problem posed by the proposed restrictions on large servings of sugary drinks and are indeed doing something by participating in the campaign though social sites and soliciting or giving their signatures to petition the proposed legislation. Strategies and Tactics Used By the Organization Lobbyists from Coca Cola Company and other big soda companies launched the Public Relations (PR) campaign aimed at making soda personal in New York City through the soliciting of signatures on petitions from New Yorkers to oppose the proposed restrictions. Moreover, the organization used Facebook and Twitter campaigns to convince New Yorkers and Coca Cola customers to speak out and condemn the proposed restrictions. The company also used a one-minute advertisement on a radio spot aimed at advocating for the protection of New Yorker’s freedom of choice that the proposed restrictions seemed to deny. Coca Cola also formed the coalition called New Yorkers for Beverage Choices to coordinate its public relations efforts in New York (Grynbaum Para 3). These measures aimed at airing the New Yorker’s and the company’s disregard and opposition of the Mayor’s proposed restrictions on large servings of sugary drinks. Tentative SWOT Analysis In reference to the information gathered, it is clear that the company might have the following SWOT analysis: Strength; the company has strong customer loyalty Weakness: the company mainly focuses on drinks that are carbonated Opportunity: the company has a growing demand for the drinks Threat; competition from companies that produce healthy related drinks Campaign Materials Accessed Company’s logo Company’s information on the mission and vision Financial support on adverts placed on the information Official social media pages for the company The source of the campaign (website containing the Bloomberg’s allegations) Necessary Actions The case study intends to rely on data from secondary analysis. The possibility of biased information is a challenge to the relevance and reliability of the available data. The case study will also rely on a market research to affirm the level of quantities that Coca Cola customers consume. Moreover, I will rely on reports from international newspapers, online news, academic and company sites, and online articles addressing the development, implementation, challenges, success, and impact of the campaign. Works Cited “Breaking Down the Chain: A Guide to the soft drink industry.” ChangeLab Solutions. 2012. Web. 27 March 2014. “Our Company.” The Coca Cola Company. 2013. Web. 27 March 2014. < http://www.coca-colacompany.com/our-company/> “Reintroducing Reasonable Portions of Sugary Drinks in New York City.” New York City. 2012. Web. 27 March 2014. “The Coca Cola Company.” United States Securities and Exchange Commission. December 31, 2012. Web. 27 March 2014. < http://www.coca-colacompany.com/annual-review/2012/pdf/form_10K_2012.pdf> Downs, Cal. Assessing organizational communication: strategic communication audits. New York: Guilford Press, 2004. Print. Grynbaum, Michael. Soda Makers Begin Their Push Against New York Ban. July 1, 2012. Web. 27 March 2014. < http://www.nytimes.com/2012/07/02/nyregion/in-fight-against-nyc-soda-ban-industry-focuses-on-personal-choice.html?_r=2&pagewanted=all&> Thompson, James. Coca-Cola Launches a PR Campaign That Makes Soda Personal. July 2, 2012. Web . 27 March 2014. < http://www.mediabistro.com/prnewser/coca-cola-launches-pr-campaign-that-makes-soda-personal_b40081 > Read More

CHECK THESE SAMPLES OF A Strategic Communication Campaign on Coca Cola Company 2012

The Integrated Marketing Strategy Developed for Coca Cola Company

This term paper "The Integrated Marketing Strategy Developed for coca cola company" is regarded as one of the leading marketers, manufacturers, and distributors.... hesis Statement'Effective contemporary public relation, advertising and direct market campaign for newly developed health drink products will help The coca cola company to remain its competitive edge in the global market place'.... The prime purpose of the report is to create an integrated marketing strategy that can benefit Coca-cola company to regain its iron fist reign on the global soft drink business....
13 Pages (3250 words) Term Paper

Social Media Marketing of The Coca Cola Company

The paper "Social Media Marketing of The coca cola company" discusses that the coca cola company is an American international beverage corporation, a manufacturer, retailer, and a marketer of non-alcoholic beverage concentrates and syrups with its headquarters based in Atlanta, Georgia, in the US.... 1The Coca-cola company is the world's number 1 provider of ready to drink beverages and juice drinks with the largest beverage distribution system and has consumers in moiré than 200 nations who enjoy the products at a rate of 1....
10 Pages (2500 words) Coursework

Coca-Cola International Marketing

The bottlers use a combination of the concentrate from the company, Caramel colour (E150d), Caffeine, carbonated water, Phosphoric acid and sweetener to produce the end product which always comes in either a bottle or can (Lopez 2012, p.... The company only produces concentrate then distributes them to bottlers who do the rest of the work.... The paper "Coca-cola International Marketing" discusses that there was a general increase in the consumption of Coke in both countries as a result of the two advertising campaigns....
6 Pages (1500 words) Case Study

Marketing Planning in Action: Coca-Cola Company

"Marketing Planning in Action: Coca-cola company" paper analizes the company that will be introducing the new product to the market is Coca-Cola UK.... If the product does well in the UK market than the other franchises can consider introducing this product to various parts of the world given that the Coca-cola company operates globally.... Apparently in the soft drink production industry in the UK, it is only Pepsi that can be said to be the main competitor of the Coca-cola company....
12 Pages (3000 words) Case Study

Advertisements of Coca-Cola and Pepsi and Its Influence on Consumers

This study deals with advertisements of coca cola and Pepsi and their influence on consumers.... This study deals with advertisements of coca cola and Pepsi and their influence on consumers.... This study deals with advertisements of coca cola and Pepsi and their influence on consumers.... This Christmas advertisement of coca cola highlight the festive season and holiday mood.... The appearance of the Christmas truck coca cola shows that the company is preparing something great for celebrating Christmas and enjoying holidays....
13 Pages (3250 words) Case Study

Integrated Marketing Strategies - Coca-Cola

The contact tools that are widely used in the IMC of coca cola will be described and analysis will be done whether the tools send a consistent message for the brand.... coca cola's IMC Communicating with AudienceIMC is classified into four types for interacting with their target audience such as external, internal, horizontal and vertical.... The types of message factors that are used by a few advertising companies will be analyzed through this study in order to conclude how these sources impact the customers to respond to the advertising campaign of the company....
12 Pages (3000 words) Case Study

Coca-Cola Integrated Marketing Communications

The Coca-cola company has an elaborate Integrated Marketing Communications (IMC) for its famous brand, Coca-Cola.... The Coca-cola company has an elaborate Integrated Marketing Communications (IMC) for its famous brand, Coca-Cola.... The Coca-cola company has an elaborate Integrated Marketing Communications (IMC) for its famous brand, Coca-Cola.... Shimp and Andrews (2013: 112) states that between 2015 and 2016, the Coca-cola company embarked on robust marketing campaigns for its Coca-Cola soft drink in a bid to create a sense of happiness in the consumption of the product....
7 Pages (1750 words) Case Study

Advertising Campaign Plan of Coca Cola

oca-cola company is a renowned beverage firm all over the world (except North Korea and Cuba).... The paper "Advertising Campaign Plan of coca cola" is a perfect example of a case study on marketing.... For this, the organization, coca cola has been considered as a case.... The paper "Advertising Campaign Plan of coca cola" is a perfect example of a case study on marketing.... For this, the organization, coca cola has been considered as a case....
14 Pages (3500 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us