2021

Social and Viral Marketing

 Social and Viral Marketing
Introduction
It is the world's most well-known beverage brand, in order to become a global brand, Coca-Cola
had to rise beyond the obscurity of its modest beginnings. There was no magical or supernatural
way for the brand to spread across the globe. Years of great advertising efforts in various
languages and mediums led to the Coca Cola brand. In this study, the advertising strategies that
have propelled the Coca-Cola brand from its origins to every continent in the globe will be
examined and evaluated. The study analyses the methods behind one of the many successful
Coca-Cola advertising campaigns. To better comprehend Coca-advertising Cola's efforts
throughout the years, the researcher concentrates on the 'Share a Coke' campaign as a focal point.
A step-by-step approach of study of various elements of the campaign will precede the analysis
of 'Share a Coke'. In order to begin the study, a clearly defined research technique is required. A
worldwide perspective will be taken on advertising in this thesis so that the study may examine
what advertising is in a global setting. The major portion of the study focused on a thorough
analysis of Coca-"Share Cola's a Coke" promotion. As a result of this study, trustworthy and
valid judgments about the subject will be drawn.
Aims of the Research
The study's overall goal is to get a better understanding of the critical impact that a suitable
advertising campaign plays in the success of the Coca-Cola brand. The research will use the
‘Share a Coke' advertising campaign as the focal campaign to accomplish this goal.
Objectives
The primary goal of this study is to get a better understanding of the critical role that advertising
plays in the development of the Coca-Cola brand's popularity and success. In order to get a better
knowledge of the crucial role that advertising campaigns play in the Coca-Cola brand, the
following research questions must be answered: The importance of advertising in the awareness
of the Coca-Cola brand across the globe. Advertising plays an essential role in building brand
loyalty.
Part one
Evaluation of company current social media and viral activity
Coca-Cola advertising media include a variety of different formats
Published media and visual/aural media are the two broad categories into which media may be
classified in general terms. There are two kinds of published media: audiovisual media (which
includes video) and visual media (which includes photographs and illustrations) (which includes
still images). Newspapers, journals, trade and professional magazines, and even the internet
come under the category of published media, which includes a wide range of publications.
Among the many forms of visual and auditory media are broadcast television (including radio),
cinema (including films), posters (including billboards), and direct mail (including direct mail).
Social media/viral marketing strategy

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 Published Media:

1. Coca-Cola uses a lot of newspaper advertising, which is quite popular. The Coca-Cola Company
has been involved in media advertising from its inception.
2. Coca-Cola ads are widely circulated in periodicals worldwide. The publications are chosen for
their readability by the target customer group. To enhance the impact of marketing, these adverts
sometimes fill the whole magazine page.
3. Advertising for Coca-Cola is available online in many formats and sizes. Banners, pop-up
adverts, and other forms of internet advertising are used widely on thousands of websites
worldwide, the business claims. Other options include forums and websites for Coca-Cola fans
to share their thoughts.
Visual and Aural Media:

1. Worldwide, Coca-Cola promotes in numerous ways. Cultural differences across cultures are
taken into account while creating these ads.
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2. Aside from the typical ads, Coke also promotes its presence in theatres through sponsoring
events. Before the movie starts, Coca-Cola video advertising are screened in theatres.
3. The radio ads for Coca-Cola, which are usually just a few seconds long, are considered to be
successful in terms of increasing brand recognition and customer loyalty among consumers.
4. Posters and billboards are an important part of Coke's media marketing strategy. Billboards
may be visible in big cities, roads, and even rural places. Placards are placed in public places
like transportation, shopping, and restaurants, whereas posters are put in homes.
There are several ways that Coca-Cola may be advertised Radio, Television, the Internet
and the Print Media
It is essential to note that the analyst is unsure of any one advertising/marketing techniques that
may be considered as the finest among the numerous media that Coca-Cola uses to market its
renowned brand. The study on Coco-advertising Cola's medium is primarily an inquiry of how
the Company has utilized these three chosen media in order to achieve its brand-icon status over
the last several decades.
They were chosen because they represent the core of the advertising media accessible to every
company, regardless of their business area, including radio, television, the Internet and print
advertising.
Using the Internet to Promote the Coca-Cola Brand
Although the Internet's rising impact as a medium of advertising is remarkable, it's even more
astounding that it's taking on the functions and responsibilities of the other three mediums in
addition to expanding in influence. Internet data offer additional insight on the issue. The Us has
more than 100 million homes with internet access, and more than 90 percent of these households
use their broadband connection to watch television streaming online, listen to radio streaming
online (there are over 4,500 stations in the United States alone), and watch movies on streaming
websites such as Netflix and Hulu.
The Print as an Advertising Medium the brand Coca-Cola
Print is a viable medium because it allows marketers to contact their target consumers. Digital
marketing has exploded, creating a new breed of data mining and viral methods. The Coca-Cola
Company plans to increase its advertising expenditures by $2.9 billion over the next three years.
This memo will discuss how advances in interactive marketing are affecting food and beverage
businesses' marketing tactics to young people. To help create successful strategic interventions
for children and adolescents, we will quickly outline existing public policy arguments on modern
digital marketing practices.

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In B2B, sales is a long term game
Binet and Field demonstrate how to get the most out of your time by using the 60:40 split. There
is only a 40% allocation to short-term sales activation in the company's overall resources. While
brand activation is well defined in B2B, it's not as apparent in B2C
As of now, we're promoting one universally accepted truth to the whole human population. B2B
brands, on the other hand, operate in a very different environment than B2C brands. The typical
sales cycle is six months or more. One of the co-authors believes that "a data-driven marketer is
someone who has an agile attitude." Not gathering data for its own purpose; rather, being ready
to respond to criticism is the goal. Effective marketing involves both long-term planning and fast
feedback loops.
The short-term goals for Coca-Cola Company
Goals of this research for Coca-Cola Company include ensuring consumer satisfaction and
extending its service offerings to underrepresented sectors of society in the near term. When it
comes to the globalization process, however, Coca-long term Cola's plan is to use various
segmentation tactics to outperform competitors and newcomers in the beverage sector. For
example, by doing a SWOT analysis, Coca-Cola is able to identify potential opportunities,
threats, and weaknesses that might be exploited by competitors.
Strengths in the SWOT of Coca Cola
 Largest market share – The beverage market is dominated by Pepsi and Coca-Cola.
Coca-Cola has the biggest market share among these two. These drinks are driving
growth for Coca Cola.
 Fantastic marketing strategies – Coke, unlike Pepsi, strives to win hearts. Whereas
Pepsi's focus is always shifting and aimed towards youth, Coca-Cola targets all ages.
 Customer Loyalty – That Coca-Cola has so many devoted customers is no surprise.
Coca-Cola and Fanta, for example, have a massive fan base. These soft drinks will
outperform competitors. Coke is so tasty that customers have trouble finding alternatives.
Weaknesses in the SWOT of coca cola
Without Pepsi, Coca-Cola would have dominated the market. We don't believe Pepsi would give
up so easy in these two brands because of the competition. Notably absent from this group is
Coca-Cola, which has expanded into snacks with items like Lays and Kurkure.

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It has previously been criticized for its water management practices. For their massive water
usage, especially in water shortage countries, Coca-Cola has been sued by many organizations.
Coca Cola has been accused of contaminating water with pesticides.
Opportunities in the SWOT of coca cola
 Diversification – Health and food diversification will strengthen Coca-consumer Cola's
offers. Cross-selling will also help them increase income from current clients. In this
way, the supply chain may share the expenses of both drinks and snacks.
 Developing nations – However, wealthy countries are steadily turning away from Coca-
Cola and towards healthier drinks. But carbonated and soft drinks are still being
introduced to underdeveloped nations.
 Supply chain improvement – Supply chain can be a major cost sink hole with the
transportation costs always rising. Coca cola’s complete business is based on
transportation and distribution.
Threats in the SWOT of coca cola
 Raw material sourcing – Water is the only threat to Coca cola. The weakness of Coca
cola was the suspected use of pesticides or vast consumption of water.
 Indirect competitors – Starbucks, Coffee Day, and Costa Coffee are growing in
popularity. These chains compete well with Coca Cola's carbonated drinks. In terms of
market share, they may not be a major competitor to Coke. Derivatives like Real,
Tropicana, Red Bull, and Gatorade grab market share.
Theories that explain why consumers buy Coca-Cola
Individuals are driven by the desire to fulfil as many desires as possible. Hunger, thirst, and discomfort
are biogenetic needs. People need respect, acknowledgement, and belonging. Psychogenic demands
are driven by psychological states of nature.
Freud’s psycho-analytic theory
Unconscious psychological elements influence one's behavior, according to this view. The cravings
are only partly repressed when they show up in dreams or on the tongue, according to Freud.
According to this view, no one understands their motive.
Herzberg’s two factor theory
Fredrick Herzberg conceived it. With dissatisfied, Herzberg distinguished between factors that cause
dissatisfaction and those that provide contentment. Herzberg's hypothesis has two pillars: First, the
merchant should be able to deliver high-quality merchandise to minimize customer dissatisfaction.
Coca-Cola sales plummeted due to the New Coke formula change, and consumers were unhappy.
Before everything else, the producer, in this case the Coca-Cola Company, must evaluate what aspects
lead to consumer happiness. Perception may influence motivation. Coca-Cola is preferred over water.
A Growing and Robust Digital Marketplace
"Interactive media" is the fastest-growing area in media, according to industry sources. In 2007 it
surpassed both radio and cable TV advertising in total U.S. advertising expenditures. It is
estimated that online advertising generated $21 billion in 2008 and $5.8 billion in the first
quarter of 2009. Digital platforms continue to develop due in large part to the 38 million 3-to-17-
year-old Internet users. "Broadband has fundamentally altered the consumption habits of media,"
which is helping to drive the digital market's development. Investing in social networks, mobile
phones, and online video are three of the most potential development areas for digital marketing.
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In the interactive ad industry, the major online firms Google, Yahoo, Microsoft and AOL have
undertaken a series of strategic acquisitions, enhancing their ability to provide targeted and
integrated campaigns throughout the Web as well as via mobile networks.
Technique Evolution: Viral Video
Google's YouTube and other video sites have integrated viral marketing into their advertising
offerings. YouTube's new "buzz targeting" tool was launched in May. A press release from
YouTube stated that "engineers created an algorithm that identifies which YouTube partner
videos are rapidly becoming popular on the platform and are likely to become viral."
Instagram page for Coca-Cola
Coca-Cola also posts pictures of happiness on Instagram. They publish both pictures and videos
on their website. Six of their most recent twenty-five postings were videos, and their interaction
was very strong. The company now has more than 4500.000 followers on Instagram and over
320 posts, and this is just the beginning.

Instagram posts

Part two
The improvment of Coca-Cola Digital Marketing
Twitter profile that is really stunning
In all, they have about 4.5 million followers across the globe. It is estimated that they have
tweeted 96.50 times since they first signed up in March 2012. Coca Cola tweeted about 5500
times in August.
Direct communication with the audience
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The ability to maintain a connection with a wide audience is perhaps the most essential element
for any brand. It's something Coca-Cola excels at, since almost 85 percent of their tweets are
aimed at interacting with their followers. This approach is intended to demonstrate to their
consumers that they value and appreciate them. This was the primary cause for their enormous
popularity on Twitter.
The Coca-Cola Blog and the 'Stories'
These are light articles on a variety of subjects, such as music, entertainment, cuisine, health,
sports, and so on. Several of these articles are on more critical components of human fulfilment.
They are written in order to foster a more profound sense of personal belonging and
achievement. It is very simple to create material, but it requires much more work than tweets.
The opinion of Coca Cola
Coca-Cola does not endorse any of the "opinions" expressed here. Papers are written on a broad
variety of subjects, such as economics, political science, the environment, law and human rights,
technology, and so on. Because of these publications, the general audience gains more awareness
of social problems, as well as a better understanding that Coca-Cola is not just concerned with
selling its products, but is also concerned with larger global issues that impact the whole
population.
Using Tumbler, Coca-Cola has found success
According to Yahoo! CEO Marissa Mayer, Coca-Cola is the greatest and most intriguing brand
on Tumbler, according to a recent announcement. She is absolutely correct, since their Tumbler
is titled "Where Happiness Lives Online," and it is something that is real for them.
Coke's largest fan page is located on the social networking site Facebook
Facebook is home to Coca-most Cola's popular fan page, which has over 90 million followers.
Their website contains tales of how many individuals from all around the globe contributed to
their success and how they came to be whom they are today. The Coca-Cola Business promotes
all of its initiatives on this website, which is maintained by the firm.
Coca-Cola has a Google+ pages
Coca-Cola had a highly active Google+ page in 2012, posting a large number of updates. Despite
the fact that it publishes less often than Facebook, it nevertheless has more than 6000 followers
and receives more than 3 million views.
Coca-Cola on Pinterest
They have an intriguing Pinterest account, despite the fact that there are only few boards
dedicated to their advertising campaign, and that most of the boards are dedicated to a range of
topics. The phrases "be united," "be active," "and contribute" and similar sentiments may be seen
on such boards. Untold numbers of photos are shown on a board labelled "Olympic Games
Moments," which is dedicated to the company's sponsorship of the event in question.
Coca-Cola on LinkedIn
The Coca-Cola LinkedIn profile contains everything that is associated with their workers and the
activities that they participate in. Currently, they have 49,415 workers listed on their LinkedIn
page, and they regularly update information on new hires. Fans will be able to know who is
responsible for their ‘wellbeing’.

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Coca-Cola on YouTube
If you want to spend the whole day on their YouTube channel, I guarantee that you will not get
bored. The site has many videos, including their viral films, such as the happiness machine and
World Cup videos, among other things.

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Promotional strategy Explanation of promotional strategy
Advertising The Coca-Cola Company actively advertises to raise consumer awareness. It's
mainly reliant on TV. There are several Coca-Cola advertisements on TV. This source allows the
company's items to reach a large audience. "You know you want it" was a smash for Coca-Cola.
"If you drink it, you get better of life," the corporation used to say. This is a cheaper alternative
to TV. The company has benefited from its involvement in world-famous events including the
Olympics and the FIFA World Cup. While millions watched the sports, the business was pushing
its goods.

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Social networks such as Facebook have also adopted online games that include advertising.
Gaming networks with ad-supported services currently reach tens of millions users, many of
whom have provided important registration data.
Primary keywords of Coca Cola Company
The Coca-Cola Company is a multinational corporation that promotes, produces, and sells
beverages.
Beverages in concentrated and syrup form; and, beverages that are ready to consume (including
sparkling soft drinks; water and sports drinks; juice, dairy and plant based drinks; and tea and
coffee).

The Coca-Cola Company is referred to as the Coca-Cola system when it refers to a collection of
bottling businesses that make up the Coca-Cola brand. As a result of this unusual arrangement,
the Coca-Cola Company does not own, manage, or exercise substantial influence over a large
number of local bottling businesses.
Our completed product activities, including as bottling, sales, and distribution operations, are
mostly comprised of businesses that are owned or controlled by the corporation.
Recommendations
Coke must be very alert and listen carefully in order to stay on top of the current trend and
continuous evolutions in consumer behavior. This will allow the business to provide the
appropriate product at precisely the right moment, and to make changes where and when they are

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required. Nowadays, time is very valuable! Coca Cola should also keep a watch on its soft drink
rivals, since these are the beverages that consumers are most likely to substitute for Coke. Because
Coca Cola's original product is what they are known for, I would recommend that the company
continue to market its actions towards society, the environment, health, and wellness in order to
establish a more positive image of the company in the minds of its customers and to avoid being
perceived solely as the company that manufactures beverages that cause obesity.

Conclusion
The purpose of this research thesis was to investigate and comprehend how Coca-Cola
Company's advertising choices helped produce the most successful and bestselling beverage
campaign in recent memory. Due to his desire for knowledge, the researcher conducted a
thorough and exhaustive study into what advertising is all about, as well as what makes a brand
unique. According to the findings of the study, advertising is more than just radio or television
advertisements. The study reveals that advertising performs a variety of functions in conveying
the brand to the broader public or the targeted customer base, depending on the context.
Investigation shows that advertising has a function in communication, marketing, economics,
and sociology. When it came to achieving success, the campaign relied heavily on a deep
knowledge of the social and cultural forces at play in today's culture. The campaign, on the other
hand, was able to prelaunch the brand in a manner that had never been done before. Coke bottles
are branded with consumers' names. A generation of young people who spend the majority of
their time on the Internet was thus reached. Customers were communicated with by using
Internet lingo such as "sharing" and "Virtual Share a Coke Label."
References
1. Vrontis, D., & Sharp, I. (2003). The strategic positioning of Coca-Cola in their global
marketing operation. The Marketing Review, 3(3), 289-309.
2. Tripodi, J. (2013). Coca cola marketing shifts from impressions to expressions. Harvard
Business Review. Retrieved, August.
3. Tripodi, J. (2013). Coca cola marketing shifts from impressions to expressions. Harvard
Business Review. Retrieved, August.

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4. Davis, J. A. (2012). The Olympic Games effect: How sports marketing builds strong
brands. John Wiley & Sons.
5. Essays, UK. (2016). Coca Cola A Resource Based View Business Essay. Retrieved
December 5, 2016 from https://www.ukessays.com/essays/business/coca-cola-a-resource-
based-view- business-essay.php
6. Essays, UK. (2017). Customer Relationship Management of Coca Cola. Retrieved June 7,
2017 from https://www.ukessays.com/essays/marketing/customer-relationship-and-
management- marketing-essay.php
7. Mainwaring, S. (2014). Insights from Coca-Cola: Listen and Let Your Customer Be the
Star of the Story. Retrieved June 14, 2014 from
https://www.business2community.com/customer- experience/insights-coca-cola-listen-
let-customer-star-story-0914535
8. Miller, R. (2013). How Coca-Cola shared a Coke with its employees. Retrieved August 8,
2013 from https://www.allthingsic.com/coke/
9. Pahwa, A. (2018). Holistic Marketing – Meaning, Concepts, and Importance. Retrieved
June 18,

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