share a coke' campaign objectives

And South Africa created the adorable TV commercial, Bobby, which has been one of Cokes highest-scoring ads ever. It was slowly adopted and only through integrated marketing techniques did it turn out to be a success. Coke banked on the idea that people find personalization downright irresistible. By having these objectives , it forms the foundation for companies in the decision making process. Did General Motors make a mistake dropping Facebook ads? Still, requests kept coming in. The campaign was designed to Share a Coke is a multi-national marketing campaign of Coca-Cola. The group consisted of early adopters. JR: The overwhelming demand for the personalized cans surprised us. It is expected that higher sales volumes will be recorded with the implementation of the second phase of the campaign (Tanne 2013). After fighting a The following year we introduced the High sales levels were also recorded in Canada, Britain, and the United States of America. The Coca-Cola Company has been refreshing the world and making a difference for over 136 years. Coca-Cola And it worked. Participation and mass sharing was achieved through Facebook, which provided consumers with the tools to connect and Share a Coke by: Following launch, thousands of requests poured in for more names. 2, pp. Over the years, customer tastes and preference have changed. Through a partnership with Austereo, 150 name songs were created and broadcast on-air nationally. Thanks to the campaign, the company saw a 2.5% increase in total sales and soft-drink volume went up by 0.4%. Watch our behind-the-scenes video about the making of Share a Coke. Every country has put a new creative twist on the idea. The campaign is currently being phased out, but there are whispers of plans to rerun the campaign every summer. 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. Adverts over the broadcast media, such as television channels also work best for unique brands. 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. Across the world, the marketing communications strategies employed saw a 2.5 percent increase in total sales of Coke products. Share a Coke was a marketing campaign that CocaCola GB launched in 2013 and 2014. Coke is big enough to pull off an idea like this, which speaks to the iconic nature of the brand. WebWith the Share a Coke Campaign, Coca-Cola set out two main goals: (1) to bring the brand closer to Australian young adults and (2) to inspire both real and virtual shared moments of happiness. Share a Coke was a marketing campaign that Coca-Cola GB launched in 2013 and 2014. https://ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/, IvyPanda. The popularity of the brand in the social media will also be used as a measure of success. We sent traveling kiosks, which consumers could visit to customize a can of Coke, to major shopping malls across the country. Hastings, G, Angus, K & Bryant, C 2011, The SAGE handbook of social marketing, SAGE, Los Angeles. What is Coca Colas financial objectives? Who is the target audience for Share a Coke? The use of 250 most popular names in did not necessarily mean that all customers across the world would be having some sought of association with them (Kotler & Armstrong 2006). The billboards used for campaign have been placed strategically with the aim of catching the attention of as many people as possible. In order to deal with the shortcoming, I recommend that the Coca-Cola Company should personalise coke brands based on the demographic factors identified in a particular region. Coca-Cola: Smart Objectives - Clover Strategic | Startup PR and Communications Agency Coca-Cola, 1971 - 'Hilltop' | "I'd like to buy the world a Coke" "The Share a Coke Marketing Communications Plan." Highlighted by their recent Share a Coke campaign, Coca-Cola truly does strive to inspire moments of optimism and happiness. Senker, C & Foy, D 2012, Coca Cola: the story behind the iconic business, Wayland, London. WebFor our first TV ad, we asked people who theyd most like to share a Coke with, which sparked fans to do the same on social media. As such, it is important in sales promotion. The marketing communications used in the Share a Coke campaign was a complete success. WebThe share a coke ad enabled Coca-Cola customers to connect both online and offline. 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. 114-123. July 1, 2019. https://ivypanda.com/essays/the-share-a-coke-marketing-communications-plan/. WebYou must have heard about the "Share a Coke" campaign, a viral marketing campaign that was launched by the Coca-Cola company in 2011. The main reason behind this is that the company has been facing stiff competition from a number of low sugar and calorie sports drink marketers and manufactures. Cokes focus on securing premium sales left it open to Pepsis deep discounting outmuscling its blend of brand marketing and multi-pack promotions. We were ready with kiosks that toured 18 Westfield shopping centres inviting consumers to personalise a Coca-Cola can with any name of their choosing. Customers could now use it as a gift especially to persons who had their names branded on the bottles. Despite the success, more can be done to improve the results of the marketing communication. The billboards used for the campaign were also often very colorful and catchy to the publics eye. The products are priced competitively because of the heavy competition in the soda industry. Marketing communications strategies employed by the Coca-Cola Company for the Coke brand have also helped in customer persuasion. Young adult consumption increased significantly during the campaign, up by 7%, making 2011 the most successful summer ever. I feel that generic names, such as dad, mum, bro, wingman, and bestie among others would be the most effective. In the end, we went with our existing agency, Ogilvy, due to our long history with them. It goes without saying that Share A Coke is one of Coca-Colas most noteworthy digital campaigns. Share Through branding of Coke products with popular English names, many persons across the world have been in a position to personally associate with the product. The age of rebellion is dawning: are brands ready? Prince Street [13], Financial analysts and advertising experts have used the success of the 'Share-a-Coke' campaign to remind marketers and advertisers of the need to personalise the communications message.[14][15]. The Coca-Cola Company is emerging from the pandemic poised for growth with a leaner lineup of high-potential brands and a more disciplined, consumer-centric approach to marketing and innovation, Chairman and CEO James Quincey said We couldnt do that due to trademark issues, so we created a brand-new typeface inspired by the Coke logo. Segments are typically grouped by age, location, income and lifestyle. Need a custom Report sample written from scratch by Campaign Over the past few years, there has been a decline in the demand and popularity of Coke products. The marketing communications will also make the world aware of the existence of the new Share a Coke campaign. We aim to improve people's lives, from our employees to those who touch our business to the many communities we call home. We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. The company is responsible for the marketing of these brands. WebCompanies can ensure the authenticity of their sales promotional campaigns by implementing various measures such as ensuring fairness, transparency, and accuracy in the selection of winners, providing clear and concise terms and conditions, and avoiding misleading or deceptive advertising. The campaign was carried out on a large-scale across the world. WebIn its new marketing campaign, Coca-Cola is taking personalisation to a whole new level by printing 150 of the most popular names in Britain instead of its symbolic branding. The reason behind this is that the Coca-Cola Companys products are marketed all over the world (Senker & Foy 2012). Coca-Cola: Smart Objectives - Clover Strategic | Startup They were also well informed of the trending issues in the social media. The timing plan for the campaign will be divided into five phases. 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? The original budget was $3.3 billion, but the advertising budget has increased by $1 billion the (2019, July 1). As the campaign gained popularity, we did a second release where we let consumers vote for the next wave of names. The Share a Coke campaign ran in 70 countries and picked up 7 awards at the Cannes Lions festival. An advertising campaign's objective is to raise awareness, pique interest, and convince prospective consumers to take a particular action, like making a purchase, subscribing to a mailing list, or stopping by a website. Coke too has evolved over the years. No other beverage manufacturer or marketer had attempted to brand their products with the names of their consumers. Advertisements involving the Share a Coke campaign have also been carried out through other media, such as the use of billboards. London IvyPanda. student. For example, some jargons are popular in some countries and not in others. The campaign especially targeted the young population, mostly in the developed countries. 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. The campaign was originally trialled back in 2011, Those who were lucky to have their names branded on the bottle were also in a position to share the beverage with others. 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. They took pride in enlightening those around them of the new developments. Its target audience was loyal Coke customers. As such, the campaign was readily welcomed even outside the United Kingdom where it had initially been launched. Share a Coke campaign post-analysis | Marketing Mag The move by the company has been viewed by many across the world as a show of appreciation to the brands loyal customer base. The launch of the Share a Coke program has had various benefits. Hollensen, S 2010, Marketing management: a relationship approach, 2nd edn, Financial Times/Prentice Hall, London. Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. Baker, S 2003, New consumer marketing: managing a living demand system, John Wiley, London. In Australia, the success of the campaigns marketing communications was associated with a 7 percent increase in Coke sales. Soon, the marketing communications went beyond names to accommodate some of the most commonly used Jargons. Five of them had jokes related to Share a Coke they used it to connect with the audience. Who is the target market for soft drinks? SUSTAINABILITY & GOVERNANCE RESOURCE CENTER. As a result, a particular customer base was locked out by the marketing communications used (Jennings 2007). Share a Coke Campaign: Analysis & Purpose | StudySmarter If you disable this cookie, we will not be able to save your preferences. We will write a custom Report on The Share a Coke Marketing Communications Plan specifically for you for only 11.00 9.35/page. It also earned a total of more than 18 million media impressions, and traffic on the Coke Facebook site increased by 870%, with page likes growing by 39%. In an effort to appeal to millennial consumers, Coca-Cola In order to curb the decline in sales, the Coca-Cola Company initiated the Share a Coke campaign. They then received an MMS enabling them to share their friends name up in lights, via Facebook and email. The promotion and advertisement mix should also compose of both E-based and traditional channels to reach a wider audience. In addition, summer has always been a key sales period for Coca-Cola. Demographic segmentation is divided into three parts: Youth (10-19), Young Adult (20-24), Adult (25-35). Our mission is simple: help marketers excel. People were also able to personalise their own bottles of Coca-Cola at our Share a Coke tour. [11] In 2017, the campaign returned to the US with a new variant; holiday destinations. Objectives. The markets that followed us had an entirely new channel to work with. JR: We started with 150. 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. The multi-platform communications strategy acted as an invitation to Share a Coke with someone you know, or want to know and gave people the tools to find, connect and share. At the same time, the share price for the Coca-Cola Company will be raised. "Debranding: why Coca-Cola's decision to drop its name worked", "Coca-Cola Tries New Twist on 'SHARE A COKE' in China", "Coke takes 'Share a Coke' one step further", "Cannes: Share a Coke 'most successful in decades', "From Share a Coke to Mad Men: the campaigns that defined Coke under Wendy Clark", "Why Are So Many of Today's Logos Wordless? must. They have been in a position to achieve this by sharing the beverage with others especially friends and family members. [3][4][5] In Australia, the advertising agency Ogilvy estimated that the campaign increased Coke's share of the category by 4% and increased consumption by young adults by 7%. 1. Persons whose names had been branded on the Coke packaging materials formed the greatest bulk of opinion leaders. Friends would see each other finding their names, enjoying a Coke product, and they would be inclined to interact with the brand, and so on. Tanne, J 2013, Coca-Cola launches antiobesity advertisements, The British Medical Journal, vol. The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. The secondary objective was to get people talking about Coke again. The campaign needed to make consumers see Coke in a way that would encourage them to actually consume the product, not just love the brand. We engaged our key creative partners in Australia, and one from Singapore. Who was the target audience for Share a Coke campaign? Coke plans to take on more adventurous marketing campaigns. In Australia, we were the number one most talked about Facebook page and 23rd globally. JR: There was a great deal of nervousness internally. The resulting campaign, known internally as Project Connect based on its ambition to both strengthen the brands bond with Australias young adults and inspire shared moments of happiness in the real and virtual worlds became known as Share a Coke. The first-of-its-kind campaign celebrated the power of the first name in a playful, social way by swapping out Coke branding on bottles and cans with the 150 most popular monikers in Australia. Create an idea that draws a lot of attention, gets put in media and excites consumers. Celebrities were picking up the bottles and talking about them without any formal connection to us. 346, p. 494. I remember seeing the activation in Westfield, where poor Santa had no one to put on his knee! Nicknames such as "bro", "better half" and "sidekick" were also added to the inventory of names. The Coke marketing communications has also been vital in reminding the general public of the products existence (Senker & Foy 2012). 2023 Stratton Craig Registered in England and Wales No. The brands beverage is usually packaged in glass bottles, cans, and plastic bottles. Web. The billboards are elected in strategic areas especially in urban areas. Increase the brand's profit during the summer of 2012. They can do this via Twitter hashtag #ShareaCoke. JR: We gave people the opportunity to Share a Coke with someone via the big, iconic digital sign at Kings Cross in Sydney. Creating a personalised experience for consumers is a key strategy for many brands these days. The personalised labels can be found on 375ml and 500ml PET bottles of Coca-Cola, Diet Coke and Coke Zero and the intention is to drive positive perception of the brand and to offer a fun and memorable experience for consumers, as they are encouraged to find a bottle for themselves, their family and friends. Its a fancy way of saying that your website should be designed in a way that allows people with disabilities to, Digital marketing has become an essential strategy for businesses looking to expand their reach and drive revenue growth. 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. It defined why people loved Coke, but it wasnt making them buy more of it. Unlocking the Power of Strategic Communications: 5 They are interested in a marketing communication that will result to an increase in sales.
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