香港大学assignment指导|可口可乐的社交媒体营销活动

香港大学assignment指导|可口可乐的社交媒体营销活动

A social media marketing campaign for Coca-Cola

 

为了提高可口可乐碳酸饮料的竞争力：在香港市场，有助于可口可乐应对加剧的市场竞争中，本报告为可口可乐开发的营销活动，希望营销活动可以提高销售和可口可乐的品牌影响。

 

1.0 Introduction 简介

In order to improve the competitiveness of Coca-Cola’ carbonated drinks: Coca-Cola in the market in Hong Kong and help Coca-Cola to respond to exacerbated competition in the market, this report develops a marketing campaign for Coca-Cola, expecting that the marketing campaign can improve sales and brand influence of Coca-Cola.

 

2.0 Body 主体

2.1PESTL analysis

2.1.1 Political

香港政府一直坚持自由贸易政策，不设置任何贸易壁垒。因此，进出口货物在香港是不需要缴纳关税，和签证手续简单。这提供了在香港的可口可乐产品销售的便利。

The Hong Kong government has always insisted on free trade policy that it does not set any barriers to trade. Therefore, goods imported and exported in Hong Kong are not required to pay customs duties, and the visa procedures are simple. This provides convenience for sales of Coca-Cola products in Hong Kong (HKTDC, 2016).

 

2.1.2 Economic

Hong Kong's GDP in 2015 grew by 2.4 percent over the previous year. Hong Kong’s domestic demand continues expansion, private consumption expenditure has increased by 4.3% over the prior year period, due to the stability of employment and income, together with implementation of Hong Kong's infrastructure projects, in future, Hong Kong's consumer demand is expected to further expand (Bajun, 2016).

 

2.1.3 Sociocultural

As Hong Kong people's living standards improve, people pay more attention to their quality of life and health. Hong Kong consumers seek better, healthier and more natural beverages (Euromonitor International Report, 2016).

 

2.1.4 Technological

Currently, diversified pattern of the beverage industry in Hong Kong has begun to appear, due to application of new technology and increased health-consciousness of consumers, juice drinks, plant protein drinks and tea drinks will have an impact on the influences of Coca-Cola products in future (Euromonitor International Report, 2016).

 

2.1.5 Legal

Data show that Hong Kong has become one of areas in Asia with the highest proportion of obese people, in order to solve the problems caused by obesity population, the Hong Kong government has launched a series of systems and policies, such as "Food Nutrition Labelling Scheme", which requires businesses to label nutrients and energy enriched on product packaging. This brings promotion of Coca-Cola challenges (Euromonitor International Report, 2016).

 

2.2 STP analysis: market segmentation, target market, market positioning

According to ages of consumers, consumer market of Coca-Cola by is divided into three segment markets. First are consumers who are less than 35 years old, second are 35-60 year-old consumers. Third are consumers who are over 60 years old. Consumers who are less than 35 years old are energetic, they love sports and like trendy, fashionable beverage. 35-60 year-old consumers pay attention to the health of beverage, they like drinks of high grades. Consumers over the age of 60 pay special attention to whether drinks are healthy, they prefer to traditional and classic drinks and taste. With refreshing taste, stylish, dynamic brand image, Coca-Cola has been young consumers’ favorite (Banks, 2016). Therefore, this marketing campaign in Hong Kong chooses consumers of who are less than 35 years old as the target. According to the characteristics of consumers under the age of 35 in Hong Kong, the marketing campaign positions Coca-Cola as a vibrant, fashionable, healthy and timeless drink.

 

2.3 Schedule for the marketing campaign 

The progress of the marketing campaign is developed as follows:

Task Begin Finish Days

1. Design of the marketing campaign 2016.07.01 2016.07.05 5

2. Network marketing 2016.07.06 2016.07.25 20

3. Public relations marketing 2016.07.26 2016.08.24 30

4. Assessment of the marketing campaign 2016.08.25 2016.08.29 5

 

Chart 1: Gantt for the marketing schedule

2.4 Marketing objectives

According to SMART principle, objectives of this marketing campaign are designed as follows:

To increase Coca-Cola's sales by 6% within two months; 

To increase Coca-Cola's market share by 5% in the carbonated beverage market in Hong Kong within two months;

 

2.5 Choose appropriate marketing media

Banner is one of the commonly used network marketing modes. Its advantage is the use of GIF, JPG, Flash and other formats to develop image files, so as to show image of a product perfectly. Banner can also use Java, Javascript and other languages to interact with manufacturers and consumers, and consumers can click on a banner to browse website links to learn more information about a product (Mathews et al., 2016). The banner will be broadcasted through Google and Yahoo in Hong Kong, as these two websites are the most popular comprehensive websites in Hong Kong.

Social media refers to websites and technologies allowing people to write, share, evaluate, discuss, communicate with each other. Using social media marketing easier to achieve precision marketing, use of social media for marketing is much easier to achieve precision marketing, word-of-mouth communication to achieve interaction between manufacturers and consumers to increase consumer loyalty (Felix, Rauschnabel and Hinsch, 2016). The marketing campaign will select Facebook and Instagram as the social media marketing channels, relevant promotional content will be spread through Coca-Cola’s official account and the accounts of the advertising actors’. In the period of carrying out the marketing campaign, all relevant accounts must update a piece of information every day, providing timely response to certain messages or evaluation.

 

2.6 Determine marketing content

Firstly, it should produce an advertisement for Coca-Cola to highlight its young, dynamic and personalized brand image in order to attract the attention of young people in Hong Kong. Then, it selects a newly famous beautiful singer, a young and handsome as local football players from Hong Kong as the hero and the heroine. The advertisement consists of three scenes, in the first scene, the actor is singing on a stage full of Coca-Cola element, making the heroine as an audience surprised. In the second scenario, the heroine shows her playing skills and shoots directly, the hero as an audience cheers. In the third scenario, the hero and the heroine together shout the slogan of Coca-Cola: give you different success. The advertisement will be broadcasted through banner and social media.

Secondly, a series of street basketball, soccer, skateboarding games will be organized, date and prizes of the games will be published through social media. These activities are intended to promote a healthy lifestyle, setting up Coca-Cola’s brand image of caring for public health. At the same time, it leads to young people’s online discussion through social media on a healthy lifestyle and to give Coca-Cola the opportunity to explain to young people that drinking Coca-Cola properly does not cause unhealthy problems.

 

2.7 Establish marketing effectiveness evaluation system

It will be mainly from brand awareness, consumer behavior and marketing income, these three aspects to assess the effectiveness of the marketing campaign.

 

2.7.1 Brand awareness

It includes whether it ranks higher in the search engine results, whether the rank is based on the content of this marketing campaign, intensity of discussion on related topics on social media, number of fans, number of topics, etc. 

 

2.7.2 Consumer behavior

This aspect includes whether the total page views are increased, whether the time for a single consumer’s access to the website increases, whether the bounce rate is reduced, the number of consumers’ sharing relevant content, positive evaluation /interaction, etc. 

 

2.7.3 Income　　#p#分页标题#e#

It includes that, during the implementation of the marketing campaign, whether Coca-Cola’s sales increase, whether the market share increases, whether the customer satisfaction increases. 

 

3.0 Conclusion 结论

In this report, it choose banner, social media as marketing channels, through broadcasting advertising, as well as holding a series of games to increase brand visibility of Coca-Cola. It can be from brand awareness, consumer behavior, sales to assess the effects of this marketing campaign.

 

References 参考文献

Banks, H. (2016). The business of peace: Coca-Cola's contribution to stability, growth, and optimism [Electronic version]. Business Horizons, 5. 

Felix, R., Rauschnabel, P.A. and Hinsch, C. (2016). Elements of strategic social media marketing: a holistic framework [Electronic version]. Journal of Business Research, 5. 

Mathews, S., Bianchi, C., Perks, K. J., Healy, M. and Wickramasekera, R. (2016). Internet marketing capabilities and international market growth. International Business Review, 25, 820-830. 

Bajun, Z. (2016). National economy is vital to Hong Kong's prosperity. Retrieved June 24, 2016

Euromonitor International Report. (2016). Soft Drinks in Hong Kong, China. Retrieved June 24, 2016